2024 China Fashion Trends: Douyin’s Role in Shaping Autumn-Winter Apparel Market Growth

The “2024 Fashion Development Trend Report” by Chanmofang and Chanmama provides a comprehensive look at China’s apparel industry, particularly on the Douyin (China’s TikTok) platform, which has become a crucial arena for fashion consumption. This report focuses on the autumn-winter season, predicting significant growth areas and spotlighting popular styles.

Key Findings in China’s Apparel Market

Economic Growth Fuels Fashion Consumption

As Chinese incomes steadily increase, the apparel industry shows growth potential. The National Bureau of Statistics data suggests that clothing consumption is on the rise, with total market transactions expected to increase substantially in 2024. Douyin’s ecosystem amplifies this growth by offering exposure to a vast user base interested in fashion content and sales, further supported by themed events and promotions such as seasonal transitions, brand days, and end-of-season clearances.

Seasonal Sales Peaks and Popular Categories

Douyin’s data reveals two key sales peaks aligning with seasonal changes in March (spring-summer) and September (autumn-winter). During these periods, consumer demand spikes as people anticipate wardrobe needs for the coming season. Notably, the autumn-winter season, due to higher unit prices for items like coats and jackets, sees heightened demand driven by holiday shopping sprees around major holidays and the “Double Eleven” sales event.

For autumn-winter, high-value categories include:

• Down Vests for Men: Sales begin to climb in September, peaking in December, with a notable 853% year-on-year increase in early 2024, showing tremendous growth potential.
• Sports Cotton Jackets: With a 75.18% rise from January to September 2024, this category reflects a growing interest in functional outerwear that merges sportiness with style.
• Women’s Cotton Jackets: This category also thrives, with sales up by 111% compared to the previous year, spurred by livestreams and influencer promotions on Douyin.

Top Styles and Trends for Autumn-Winter 2024

Douyin’s platform heavily influences popular trends, with new styles rapidly gaining visibility and adoption among consumers. The report highlights several styles that stand out for the coming season:

• “Yadan Style”: Introduced by Vogue and Douyin, this trend is emerging as a favored look for the fall-winter period, focusing on earthy tones and rugged textures inspired by Yadan landforms.
• Luxury Outdoor Aesthetics: Brands like Celine and Loewe are popularizing upscale outdoor wear, blending high fashion with practical, performance-focused apparel.
• “Ankara Red”: Gucci’s promotion of this color at the end of 2023 turned it into a global sensation. This vibrant red continues to be a staple for winter collections, appealing to fashion-conscious consumers seeking bold accents.

Product and Price Differentiation Across Consumer Segments

The report segments the apparel market by product and price, noting that the top 100 brands in 2024 are predominantly domestic (85%). Chinese brands have established strong positions in both high-end and mass-market segments, demonstrating adaptability and competitiveness against international brands. Notable trends within product categories include:

• Gender-Neutral and Functional Designs: Unisex styles and function-driven features are increasingly prioritized, especially in products like down vests, which emphasize warmth and durability. These products are priced across a broad spectrum, catering to various income levels.
• High-End Sportswear: Premium sports apparel continues to attract attention, with brands like Adidas and Fila leading in terms of both popularity and average price, which often exceeds 500 yuan. Non-traditional sports brands such as Camel have also entered this market with significant success.

Livestreaming as a Dominant Sales Channel

Livestreaming is a critical channel for driving apparel sales on Douyin. Influencers and celebrities play a central role in promoting brands and products, with live broadcasts driving up to 92% of sales in certain categories, like women’s cotton jackets. Popular influencers such as “Musen” (a top-tier content creator) collaborate with brands like Camel to showcase products, significantly boosting sales volumes.

Strategic Implications for Brands in China’s Apparel Market

The report suggests strategic approaches for brands aiming to capitalize on the evolving market dynamics:

1. Leverage Seasonal Trends and Douyin’s Ecosystem: Brands should plan product launches and promotional events around seasonal shifts (especially March and September) to align with consumer demand cycles on Douyin.
2. Focus on Livestreaming and Influencer Collaborations: Engaging influencers and utilizing livestreams can greatly enhance visibility and sales. Tailoring collaborations with relevant influencers can amplify reach and engagement, particularly during peak sales periods.
3. Prioritize Functional and Fashion-Forward Designs: Apparel that blends style with functionality resonates well with consumers, particularly in categories like down vests and sports jackets. Brands that incorporate trendy elements, such as “Yadan Style” or gender-neutral designs, alongside practical features can capture a larger market share.
4. Expand into High-End and Premium Segments: The preference for domestically produced, high-end brands presents an opportunity for local labels to challenge international competitors. By emphasizing quality and design, domestic brands can attract a broader demographic of Chinese consumers willing to invest in premium products.

Conclusion

The 2024 Chanmofang report provides valuable insights into China’s dynamic apparel market, particularly on Douyin, where changing consumer preferences and platform-driven sales strategies create a fertile environment for growth. By understanding these seasonal shifts, popular styles, and the importance of livestreaming, brands can effectively position themselves to tap into the booming autumn-winter apparel demand in China.