JD × Moojing 2024: Autumn/Winter Apparel Trend Whitepaper — Warming Technology, Style Diversity, and the Urban-Outdoor Crossover

It analyses China's autumn/winter apparel season across three themes: warming technology and how consumers evaluate it, the widening of style diversity within mainstream categories, and the urban-outdoor crossover that has moved technical outerwear into everyday wardrobes. The whitepaper was produced as a partnership study, combining marketplace data with Moojing's analysis of what shoppers say about fit, warmth and styling.

It is the movement of outdoor-derived apparel — technical insulation, weatherproof shells, utility detailing — into wardrobes where it is worn for city use rather than for activity. It gets its own treatment because it breaks category boundaries that merchandising and competitive analysis usually rely on: an outerwear brand's real competitive set stops being other outerwear brands and starts including outdoor labels, which is invisible if the category is defined the conventional way.

China fashion e-commerce data analysed by Moojing, covering product, price and demand signals across the autumn/winter season, read alongside consumer review text on fit, warmth and styling. Where a figure is derived rather than directly observed, the whitepaper states the basis.

It is a free PDF download from this page, sent to the work email address you provide.