The so-called “ugly padded jackets” are popular in China this winter. Analysts say that rough basic padding, which has been spread through Korean social networking services, is drawing attention from young consumers who value practicality. Recently, the Xinzhou Khan, a Chinese weekly magazine on current affairs, reported that Korean women are increasingly wearing practical padding outfits. In the past, padding brands were seen as a kind of identity symbol in China. The more expensive the padding is, the more it is perceived as a means to save face and show economic power. However, younger consumers are becoming more inclined to choose winter clothes, which provide certain warmth even at a low cost. On top of that, as the perception spreads that the more design elements of padding increase, the more the price increases, but the satisfaction decreases, the illusion of high-priced padding is gradually disappearing.
Under these circumstances, the growth rate of high-priced brands has slowed, while low-cost and practical products are maintaining steady demand. According to the media, many of the top padded products sold during the recent e-commerce event in China were 300 yuan or less.
“While the growth of Canada Goose and Moncler, which are classified as luxury padding, has slowed down, basic padding around hundreds of yuan is in short supply,” the media said. “Yaya, a small and medium-sized city-based brand in China, has also been listed at the top of major online platform sales rankings.” Padding, which is popular in China this winter, is characterized by its rugged design and bulky silhouette. Padding looks dull when worn, as it has no choice but to have a certain volume due to its structure. However, young women, who valued stylish appearance, are also increasingly choosing basic padding without decorations, prioritizing warmth over appearance.
In particular, as tight horizontal quilting padding, called “galbi padding,” has become popular again in China, some say that designs worn by the generation of parents in the past have become a trend.
The popularity of padding in China was also influenced by the Korean Wave. It is analyzed that padding products worn by Korean celebrities have become a hot topic on Chinese social networking services (SNS) and attracted consumers’ attention.
“There is a perception that unnoticed but definitely warm clothes are the most reasonable option,” Shinzhou Khan said. “In the end, the scenery on the way to and from work is black basic padding.” “If expensive padding is a sign of success, consumers who choose cost-effective padding will reveal their survival strategies,” he said.
SALLY LEE
US ASIA JOURNAL
