Status: 80% counters are occupied by autumn and winter funds

The high temperature has not yet receded, and the "half of the country" in the shopping malls in Shanghai has been occupied by autumn clothes. Faster fashion brands even sell down jackets. Reporters visited the weekend and found that the summer clothing into the final discount season, the new autumn down in the same high temperature days also sell well, and the off-season promotion of the old down jacket hit the lowest price of two fold. Industry sources said that continued extreme high temperatures did not postpone this year's fall time to market.

Eighty percent of the counters were occupied on weekends by the fall and winter funds. Many shopping malls on Huaihai Road found that despite the high outdoor temperatures, more than 80% of the clothing brand counters have been occupied by half of the new “autumn and winter” counters. Small suits, long-sleeved jackets, sweaters and other autumn and winter goods are dazzling. "These are just new listings, not last year's inventory." Store staff explained to reporters that the current autumn and winter clothing is not the so-called "off-season promotion", but the original price of new products.

Interestingly, some brands compete for market share, regardless of high temperatures to sell down jackets. The reporter saw in a fast fashion brand shop on Nanjing West Road. Along with the words “new arrivals”, down vests and hooded down jackets were placed in the most prominent place in the store, with prices of 299 yuan and 499 yuan respectively.

Although the outlook of the eye is difficult to associate with the high temperature of 40°C outside, but according to the reporter, the brand's down jacket has been on shelves for two weeks and the sales situation is quite optimistic. “While there are many colors and styles, many shoppers will do their best.” The store staff told reporters that if over a period of time, some hot styles and colors will be sold out, so it’s not worth buying now. .

The traditional down brand is listed at the end of September as compared to the fast fashion brand, and the traditional down apparel brand is expected to be launched later. Jie Li Yuchao sales director Liu Yuchao told reporters yesterday: "This young and thin new fall feather down time is basically the same as in previous years, it will be in late September and early October, currently in some retail channels have old stock anti-season sale."

The person in charge of a clothing store floor in Shanghai told reporters that despite Shanghai's extreme high temperatures and long duration this year, Shencheng’s autumn time is relatively short, and suppliers are generally not likely to postpone the autumn launch time.

In the Longmeng and Shangshang Shangshang service urban outlets, the reporter recently saw a number of down apparel brands are discounted in the hot season, and some brands hit a minimum of two fold.

"Customers pursuing classic styles are now the most cost-effective, because the fall/winter new down apparel listing is not only a small discount, but this year, the general increase in 20% -30% or so." Liu Yu Chao said that originally affected by bird flu caused down raw materials, is expected this year New product gains will be around 40%-50%, but due to factors such as the price of raw materials has fallen from the high point and the overall retail market is not optimistic, many brands have controlled the price adjustment.

According to industry insiders, at present, the concept of seasonal clothing is getting smaller and smaller. It is not uncommon for winter sales in summer and summer sales in winter. The off-season sales methods of high-temperature days selling down jackets are also the marketing channels for malls or brands to cater to consumers who like to drink “the first cup of water”.