The change of trends is like a rapid metabolism. Everyone's dress is an expression of attitude and self, and an inward exploration .
Up to now, fashion has become one of the important content sections of Xiaohongshu. From January to May 2023, the number of notes increased by 68.31% compared with 2022, and the number of interactions increased by 12.76%.
- Hot Insights:
After preliminary research, Qiangua Data has integrated four major fashion trends in 2023:
Figure丨The new trend of Internet
fashion is becoming the key point for brands to stand out in an increasingly fierce competitive environment. In this issue, Qiangua launched the "2023 Fashion Hotspot Data Insight Report (Xiaohongshu Platform)" , which will further analyze the focus of attention of people other than style and the trend of content creation , and help brands more accurately capture consumer demand and continuously upgrade in the fashion field win the future.
Report summary: Interpretation of the concept of
Urbancore
: young people living in the city combine sports and outdoor lifestyles, and the extended style of clothing is extended. To put it simply, integrate sportswear into daily life scenes.
Interpretation of the concept of dopamine dressing
: Wearing high-saturation, high-brightness colors on the body, the color explosion, using bright and full rainbow colors to affect emotions, making people feel happy wearing style.
Interpretation of the concept of cleanfit
: suitable for most people, it is a style of dressing with a unique sense of relaxation . There is no pile of fashionable items, and the basic models convey a comfortable and elegant lifestyle.
Interpretation of the concept of intellectual style
: Brainy is the new sexy. High-quality, simple and intellectual, with outstanding personal temperament, adding a bit of bookishness, this is a "smart and fashionable" style.
Business Promotion Suggestions
Fashion is the embodiment of personal expression, and the style of clothing captures real needs:
Urbancore: As a new hot spot in the fashion industry, the future can be expected. At the content level, "mix-and-match", "casual", and "layered" can be used as style keywords for layout. At the level of experts, it can be combined with outdoor scenes such as camping, Frisbee, cycling, and mountaineering, as well as commuting scenes, to broadly deploy experts related to tourism, fitness, and the workplace, and plant grass in association.
Dopamine outfits: The dopamine crowd was born out of nowhere and became one of the hottest trends this summer. The market is still in a period of growth dividends, and brands can seize the opportunity. The content captures "color dopamine" to arouse the emotional resonance of users and enhance the brand's voice. The marketing side can use scene keywords such as music festivals, concerts, and store visits to enhance the interaction between the brand and the real life of users.
cleanfit: User cognition tends to mature, and content touch needs to be more precise. In terms of people, pay more attention to the needs of users in high-tier cities; in terms of content, due to its high degree of adaptability, it can be combined with skin care scenarios to reach more users. At the same time, due to the maturity of the user's mind, the brand can put its sights on the comment area to plant grass.
Intellectual style: on the rise, with obvious seasonal attributes. In terms of talent marketing, the brand can fit the style concept, increase investment in knowledgeable KOLs, and thereby build brand power ; in terms of content, around the crowd's pursuit of "book spirit" and "intellectual sense", the content is arranged in advance to convey cultural sense, Attract more potential users to enter.