Peak Season Analysis for Jackets

Peak Season Analysis for Jackets

I. Seasonal Characteristics of Jackets
As a versatile outerwear item, jackets exhibit distinct seasonal characteristics, and market demand fluctuates with the seasons. Peak season for jackets is primarily in autumn and winter, particularly from September to February. During this period, the weather gradually cools, and consumer demand for warm and functional outerwear increases. There is also some demand for jackets in spring, particularly from March to April, when lightweight, breathable jackets are preferred.

II. Seasonal Sales Characteristics of Jackets
(I) Autumn (September to November)
Autumn marks the beginning of jacket sales. As temperatures gradually drop, consumers begin to seek out jackets suitable for the significant temperature difference between morning and evening. During this period, jacket sales gradually increase, with jackets featuring warmth and waterproofing being particularly popular. For example, Douyin's jacket sales data from September to October 2023 shows a year-on-year increase of over 200%, with the highest growth seen in April. (II) Winter (December to February)
Winter is the peak season for jacket sales, especially from December to January, when cold weather pushes demand for warm jackets to a peak. During this period, jacket sales volume and value reach their highest levels of the year. For example, during Vipshop's Double 11 (Singles' Day) shopping festival in 2024, woMen's Jacket sales increased by 72% year-on-year, while men's coat sales increased by over 30%.
(III) Spring (March to April)
Spring marks the end of the jacket sales season. As temperatures gradually rise, consumer demand for lightweight, breathable jackets increases. While jacket sales volume gradually declines during this period, market demand remains strong. For example, Douyin's jacket sales data from March to April 2023 shows year-on-year sales growth of over 200%.

III. Peak Season Characteristics of Different Jacket Styles
(I) Jackets
As a specialized type of jacket, jackets are waterproof, windproof, and breathable, and are primarily sold during the autumn and winter seasons. Douyin's sales data for jackets from March to October 2023 showed a year-on-year increase of over 200%, with the highest growth in April.
(II) Fashion Jackets
Fashion jackets emphasize style, design, and material selection, making them suitable for everyday wear and stylish outfits. Their peak sales season is primarily concentrated in the fall and winter, particularly from September to November. For example, Xiaohongshu's jacket sales data from August 2024 showed a significant increase in searches and sales for fashion jackets.

IV. Global Market Trends
Globally, jacket peak sales seasons exhibit certain patterns. For example, in the European and American markets, the peak sales season for jackets typically begins in September and lasts until February of the following year. In the Asian market, the peak sales season for jackets begins in October and lasts until January of the following year. Furthermore, regional climate conditions and consumer habits also influence the peak sales season for jackets. For example, in colder regions, the peak sales season for jackets may begin earlier.

V. Procurement Recommendations
To better capitalize on the peak jacket sales season, global high-end wholesale buyers can adopt the following strategies:
Pre-emptive planning: Communicate with suppliers well in advance before the jacket sales season arrives to ensure sufficient inventory.
Focus on market trends: Closely monitor market trends and changes in consumer demand, and adjust procurement plans promptly.
Diversify procurement: Procurement jackets with different styles and features based on seasonal and market demand.
Leverage e-commerce platforms: Expand sales channels and improve sales efficiency through e-commerce platforms.