"Sunset" Clothing Enterprises Develop Brands For The Elderly

Industry insiders said that for a long time, due to the lack of purchasing power of the elderly, many clothing Enterprises and businesses do not treat the elderly Clothes & Accessories Give enough attention, lack of targeted market segmentation and product positioning. However, with the arrival of the aging era, the clothing for the middle-aged and elderly will become a big gap in the market in the future, waiting to be excavated.

Clothing for the elderly

200 billion yuan market to be explored

"Now the middle-aged women's clothes are designed younger. You should know how difficult it is to choose a dress for the elderly in the middle-aged clothing counter." Ms. Wang, a citizen, told reporters that her mother was 67 years old. However, there are few clothing brand counters for the elderly over 60 years old in the shopping malls, and most of them are sold together with middle-aged clothing. Therefore, Ms. Wang can only choose for her mother at the middle-aged women's clothing brand counter clothes 。

The reporter logged on Taobao and entered the key word of "clothing", and found more than 4.09 million treasures; Then the keyword was changed to "senior clothes", and only more than 126000 treasures were found. The proportion of elderly clothing in Taobao clothing sales is only 3%.

According to the data released by the Ministry of Civil Affairs, by the end of 2012, China's elderly population aged 60 and above had reached 194 million, accounting for 14.3% of the total population, which indicates that China has officially entered an aging society. It is predicted that the proportion of the elderly population will exceed 30% in 2042. According to relevant reports, at present, the industrial output value of the elderly consumer market in China is about 1 trillion yuan, of which only the elderly clothing has a consumption potential of at least 200 billion yuan per year.

Some garment enterprises

Develop brands for the elderly

As for the potential business opportunities of clothing for the elderly, Mr. Guo, who operates clothing wholesale for the elderly in Shishi Clothing City, has great feelings. "There are almost no famous clothing brands for the elderly in the market. In fact, this industry has great development potential in the future, and it should be divided separately." Mr. Guo told reporters that the demand for clothing for the elderly has at least doubled compared with three years ago. In his view, the domestic elderly clothing market is still in its infancy, and the product structure is single, so it is urgent for clothing enterprises and the terminal market to actively explore and develop.

Inheritance (China) Co., Ltd designer Liu Liwei believes that to be a brand for the elderly, it is necessary to make characteristics according to the habits and preferences of this age group. For example, the elderly prefer loose, comfortable and multi pocket clothes, and prefer silk and cotton based clothing fabrics.

The reporter learned that at present, some Quanzhou garment enterprises have targeted the blue ocean of elderly clothing, such as Handu Clothing House, which launched a sub brand of middle-aged and elderly women's clothing, Hanyun Yixiang. According to Zhao Yingguang, the chief executive officer of the brand, the company hopes to create a fashionable high-end brand in this market segment due to the weak sense of design and fashion and conservative style of clothing for the middle-aged and elderly in China.

"For the elderly consumers with pension, the price of spring, summer and autumn clothing is 150-300 yuan, and winter clothing is more than 300 yuan, which should be acceptable," Zhao Yingguang said.