Clothing, shoes, jewellery, watches and bags are known as the five “magic weapons” of cross border ecommerce fashion category. During the 2019 Prime Day period, the sales of fashion category in the United States exceeded 300 million US dollars. As the year-end peak season approaches, what will be the trend of fashion consumption in the second half of 2020, not only in the US, but also in Japan and Europe. What are the opportunities for fashion products for dropshipping business? Firstly let’s take a look at Amazon hot sale season fashion consumption trends.
Amazon USA fashion consumption trends
Firstly, social appeal. Clothing extends from the basic “consumption” function to the “social” function. Consumers hope to match different clothes in different scenes. Because consumers are looking for new tastes and changes, they are more willing to try new and niche brands. Amazon has many brands of retail e-commerce, so it has become their favorite channel for buying clothes. For example, the younger people is born with social media, emphasizing self and pursuing fun; while the working generation usually has families, children, and pets, and emphasizes lifestyle and taste.
Secondly, social media influence. Consumers’ aesthetics and consumption outlook are becoming more and more susceptible to the influence of social media. Follow new designers and social media opinion leaders’ suggestions on clothing trends, design details and outfits. In addition, the requirements for design can be summarized as beauty, province, beauty, and beauty but not expensive.
Thirdly, environmental protection concept and sustainable development. Among clothing brands, Alternative Apparel, which uses organic cotton and recycled materials, promotes that the entire life cycle of clothing is environmentally friendly, from raw materials, dyes, finishing agents, to factory environment, after-sales care, etc. Especially organic, sustainable, recyclable, renewable, and socially responsible materials are now more and more popular with socially responsible consumers.
The figure below shows the volume and average annual growth of the fashion category of Amazon US, UK, Germany, and Japan. Among them, the clothing category maintains a steady growth trend. Shoes and boots account for about half of the clothing category, followed by jewelry, watches and bags.
Analysis of Fashion category on Amazon USA
In 2020, the annual consumption of fashion products in the United States is about 123.7 billion U.S. dollars, of which the annual consumption of American apparel will reach 82.1 billion U.S. dollars. According to forecasts by market consulting agencies, it is estimated that in the next three years, the average growth rate of the U.S. fashion category market will reach 12.0%, reaching 194.4 billion US dollars by 2024. Online users will have the fastest growth rate in purchasing power per capita. Consumption can reach US$2120.
The Amazon fashion product selection recommendations in the United States divided in four main types:
The first one is mature category, find its own shining point, and compete with competitors for differentiation; For example, Men’s sports clothing, shirts, socks, women underwear, sweatshirts, pants, boots, high heel shoes;
The second is the growth category, constantly researching and developing new products, fully grasping and even guiding consumer preferences; for example, women tops, swimsuit, sweater, dress, leggings，winter boots and sports shoes;
The third is the latence category, to build a brand with great concentration and win the trust of consumers; for example, children coat, children sports, children sweatshirts, rainning coat and slippers;
The fourth is the opportunity category, using various marketing methods to seize growth opportunities and develop new products. For example, children jeans, sweaters, swimsuit, shorts and shoes.
American holidays and promotions for dropshipping:
New Year in January: Winter accessories
Valentine’s Day in February: Jewelry, Underwear
Easter in March (sports season): children’s clothing, sportswear
Mother’s Day in April: Mother’s Day jewelry, T-shirts
Father’s Day in May: Wallets, watches, Father’s Day T-shirts
June: Women’s skirts, swimsuits
July: PrimeDay (postponed in 2020)
Back to school season in August: women’s clothing, school uniforms
September back to school season: school uniforms, casual wear
Halloween in October: Halloween accessories
November Black Friday: sweaters, sportswear
Cyber Monday in December: sweaters, sportswear
Recommended items for evergreen product selections of American apparel include: sportswear, dresses, suits/tuxedos, belts, maternity clothes, T-shirts, underwear, shirts, shaping underwear, and accessories.
Recommended seasonal selections for autumn and winter in the United States: winter clothes (coat/jacket/vest), pajamas, winter accessories (hats/gloves), socks (socks/tights), pants (jeans), sweaters, skirts, pullovers.
American women’s sportswear: This category sells well throughout the year, of which Q4 is slightly higher. The market target population is concentrated in sportswear in the next 5 years, and sports women’s clothing is a very fast-growing category. American women between the ages of 18 and 40 have extended exercise to their daily lives. A person can have two identities: a daily exercise group and a fitness group. Therefore, casual sportswear has become a big winner in sports women’s clothing because it covers a wide range of people.
USA consumer behavior characteristics: First, consumers pay more attention to quality, and can accept high prices for high quality; second, functionality is the core demand; third, they tend to choose high-quality fabrics, strong tailoring, and hope to withstand high prices. Intensive activities and weather conditions (rain/snow/heat/wind); fourth, versatility, a multi-purpose is also very attractive.
American women’s pajamas/home wear selection: The target group of women’s pajamas can cover 18-50 years old. Among them, Generation Z (18-25) and Millennial (26-40) are the main ones. At the same time, pay attention to the market segment of family parenting. Consumers are looking for comfortable, relaxing, and lightweight home wear and pajamas, and have special seasonal requirements (such as perspiration in summer and warmth in winter). In addition, home wear is an important clothing for family life scenes. More and more consumers pay more attention to the unified intimacy of the family, and family suits of the same color or design are becoming more popular.
Amazon EU fashion consumption trends
The annual consumption of European fashion categories is US$112.1 billion, of which the annual consumption of European apparel is US$73.6 billion. According to forecasts by market consulting agencies, the average growth rate of the market volume in the next three years is expected to reach 6.7%, reaching 145.1 billion U.S. dollars by 2024. The fastest growth rate of per capita purchasing power is online users, and per capita annual consumption by 2024 759 dollars.
Fashion product recommendation in EU festivals
New Year in January: Winter Sale
February Valentine’s Day
Father’s Day in March (German and Italian)
Easter in April
Mother’s Day in May: Underwear
Father’s Day in June (English and French)
July: outdoor, swimwear, summer sales
August: Back to School Day
September Oktoberfest (Germany)
Halloween in October
November Black Friday
Christmas December: Party Party
European Evergreen fashion product selection for dropshipping
①Clothing: jeans, socks, long skirts, casual business shirts, formal suits
②Footwear: fashionable sports shoes, high heels, ballet shoes, insoles, loafers
③Jewelry: handmade custom jewelry, pearl inlaid jewelry, diamond inlaid jewelry, pearl necklace, silver necklace
④Luggage: Handbags, travel bags, umbrellas, children’s suitcases, computer trolley cases with wheels
Recommended items for the seasonal selection of European autumn and winter clothing: jackets, blazers, formal socks, knitted pullovers, sweatshirts, headwear, sweaters, belts, scarves, pajamas (tights), winter clothes.
Women’s jackets recommendation in Europe: October-January is the hot season. The market target population is mainly concentrated in the 18-45 years old. Compared with other clothing, for European consumers, a jacket means longer time to wear, more times, and a more expensive single piece. Therefore, they have higher requirements for jackets and choose more carefully. This type of consumer group emphasizes the functionality of clothing and can protect themselves in winter or extreme early conditions (such as rain, wind, snow), but at the same time they must meet their own aesthetic needs and pay great attention to design. Most European customers There can be more than one jacket in different weather conditions, and when buying a jacket, the first thing that is attracted is the design, and then the function.
European men’s jacket selection guide: the hot season is concentrated in Q4, reaching the highest sales peak of the year in December. The market target population can cover 18-50 years old, and a large number of them are between 25-35 years old. European consumers pay more attention to comfort in the selection of men’s outerwear, with functions focusing on warmth, windproof, and perspiration, as well as simplicity and convenience.
Amazon JP fashion consumption trends
The annual consumption of Japanese fashion products is 38.3 billion U.S. dollars, of which, the annual consumption of apparel reaches 18.3 billion U.S. dollars. According to forecasts by market consulting agencies, the average growth rate of market volume is expected to reach 5.1% in the next three years, reaching 46.7 billion U.S. dollars by 2024. Online users have the fastest growth rate in per capita purchasing power, and per capita annual consumption by 2024 Up to 1265 US dollars.
Japan festivals and promotions
January New Year, Adult Day: Formal Wear
February: windbreaker jacket, hooded sweater, sweatshirt
March graduation season: formal wear, business shirts
Newly joined in April: formal wear, dress
May Day Week
Rainy season in June: raincoat, umbrella
July: swimsuits, shorts, bathrobes, air-conditioned clothing
August summer vacation
September Back to School Day
October: Hooded sweater, light jacket
November: windbreaker, scarf, gloves, sweater
December Cyber Monday/Christmas: Scarves, gloves, winter jackets
Men’s autumn and winter jackets in Japan: The hot season is concentrated from September to February of the following year. The market target population is concentrated in 16-50 years old, but mainly young and middle-aged customers 28-35 years old. With the progress of informatization and economic conservativeness, the younger generation of Japanese customers are increasingly approaching European and American customer groups. Japanese local consumers pursue simplicity, convenience, and functionality when choosing autumn and winter jackets. From the pursuit of high-end brands to the pursuit of cost-effectiveness and functionality. The style design is also inclined to European and American styles, no longer insisting on a formal sense of formality, but emphasizing warmth, leisure and fit.
Japan Men’s Clothing Selection: This category is a hot season throughout the year. The target population of the market covers 18-50 years old, but mainly young and middle-aged workers aged 28-35. The workplace is a very important life scene for Japanese men, and it is also the scene that they attach most psychologically to. Therefore, for the image of the workplace, white-collar workers must highlight the texture and sense of elites to create a professional and capable image. Blue-collar (or professionals) prefer to choose professional and work clothes that suit their working environment and characteristics, highlighting professionalism and functionality.
Based on the Amazon USA, Europe and Japan data analysis, we can also apply those fashion categories in our dropshipping business. In the 1688 cross border eCommerce market, we can also find some very good fashion clothing dropshipping suppliers to dropship from China to USA and EU countries.
In 1688 cross border ecommerce market you can find quality products for dropship at cheaper cost than Aliexpress. You can select the products on 1688 for dropshipping based on Amazon trend fashion category products.