Look at the current women's clothing, it is said that it is worn by adults, but the size is so small that even the dolls are too crowded. This thing is interesting, let's talk about why this women's clothing is getting smaller and smaller.
Don't think it's a trick to save fabric. Our production capacity has long been not bad for this cloth. To put it bluntly, this is the result of market choice. Come, I'll tell you a story, and you'll understand.
Two days ago, a plus-size women's clothing brand called Lola Code announced its closure. This brand is well-known in 2019, focusing on the concepts of "refusing body anxiety" and "independent women", and packaging clothes as "queen suits". The quality is not to be said, the design is also top-notch, and it is sassy and handsome to wear. The result? As soon as 618 passed this year, it went out of business.
What's going on? The frighteningly high rate of returns is a big reason. Now the return rate of women's clothing is 70% or 80% at every turn, if you think about it, 100 pieces are sold, and 80 pieces are returned intact, which is terrible for logistics costs and customer service costs. The cost of Lola Code's clothes is high, so it's no wonder that it doesn't go out of business after such a toss.
Let's talk about plus-size women's clothing itself. Ah, this thing, it's getting worse and worse for women these days. Why? Psychological factors. Women also pay attention to comparison when they wear clothes. Anyone can wear plus-size, what's there to show off? But if you can wear clothes that are particularly small, won't the sense of superiority come?
Look at the 90s, how broad the standard of beauty was at that time. Fat and thin, as long as they look good. What now? It has to be "white and thin". This aesthetic concept is almost not in line with the survival logic of mammals, but it is deeply rooted in the hearts of the people and becomes more and more intense.
When merchants design women's clothing, they work hard in this direction. If you have a little bit of meat, you won't be able to wear this outfit. In order to wear it, you can only desperately lose weight and lose fat. Only by wearing such clothes that are too small to be smaller, can you gain a sense of superiority.
Therefore, the root cause of the collapse of Lola Code is that it does not understand the real needs of women. What women want is not a "queen's suit", but a sense of superiority of "I can wear it, but you can't". This is completely different from the menswear market. Men value the material, brand, and quality, while women value whether they can wear a sense of superiority.
Women's clothing that everyone can wear is not good women's clothing. This is the truth why women's clothing is getting smaller and smaller. It's not the merchant who makes it bad, it's the result of the consumer's own choice. Women wear clothes not only for beauty, but also for the feeling of "I'm better than you".
Only by making the clothes ridiculously small so that those with extreme figures can wear them, can they drive the trend and produce a sense of superiority. This is in line with women's consumption psychology.
Speaking of which, I would like to ask: Is it time for our aesthetics to reflect and reflect? Is it worth it to desperately toss your body in order to wear a small size of clothes? What exactly should a woman seek? Is it an ethereal sense of superiority, or is it genuine confidence and comfort? What do you think about this?