Retro men's wear surged 3200%, Taobao led the trend of personalized consumption

In the past 2018, Chinese men quietly learned to dress up. The degree of sophistication of the pig boy who has completed the image upgrade is enough to kill a group of Buddhist girls. They are no longer the impression that everyone will use a piece of skincare, a bottle of Dabao SOD honey, wearing a free cultural shirt and big pants to go all over the world.

In the World Cup, South Korean goalkeeper Zhao Xian v90 minutes of firm and unchanging hairstyle successfully grabbed the mirror; on Taobao, this group of straight men have picked up men's make-up, imitating Wu Yifan's wifi eyebrows and Huang Zikai's eyeliner. In the circle of exquisite pigs and boys, there is also a great trick, that is, the value of the face is not enough, and the clothes are coming together. They are no longer satisfied with a certain Dimike with a higher rate of shirts than the sky. Instead, they walk up the niche route and express their personality and mood with wear.

In 2018, it was the year of the rise of men's retro style represented by Ami, Japanese/British retro and design antiques. According to Taobao data, the mental share of male retro-style clothing increased by 900% year-on-year. On the day of the pickpocket day, the sales volume of the retro menswear skyrocketed 3200%, and it became a dark horse in the dark horse. At the time of the retro men's style, Ami咔叽 also became the favorite retro style of young people from 85 to 95.

In the retro trend, office workers love Ami Hurricane

In the past year, the “American retro” Ami has developed into a well-known clothing style. From street fashion men to programmers, there are already 10 million men's ankle rubber boots, dressed in overalls. From head to toe, there isn't a piece of Ami's single item that is embarrassed to go out.

Only Taobao platform, Ami咔叽 search fever rose 60%, long-term bullscreen hot search keywords, is the favorite of Beijing, Guangzhou and Chengdu office workers. According to the data, the volume of Ami 服装 clothing brought by search has skyrocketed by 3 times, and the number of buyers in the whole year has increased by 239%. A large number of buyers are mainly concentrated in the age group of 25-35.

Original vintage detonates the trend of personalized consumption

With the rise of the younger generation of consumers and the pursuit of refined life by pigs and pigs, personality and quality consumption have become a new “just need”. With texture, no shirt, and tonality, the original retro-style clothing fits the pursuit of uniqueness of this group of people, making everyday wear a way of expressing these young people's personalities.

The unique aesthetic appeal of consumers and the huge market potential behind them, as well as Taobao's protection and support for original design, have made the original fashion-oriented retro clothing store develop rapidly in the past year. In the wave of personalized consumption of Taobao, the original design has become the best way to inspire Taobao's new vitality.

It is reported that the size of original products and stores on Taobao has exceeded 10 billion. Nearly 500,000 consumers buy online original designs every day. Among them, after 90s and 95s, they are the most popular consumers who pay for original designs, accounting for 48%.