2
3
-
,
/
4
40
40
40
40
160
5
6
01
20201
20201
1700
2021
2
87
154
2021
1700
45
64
15
16
12
11
10
8
7
6
14
12
11
9
450
6
870
2020
6
8
20211
20211
18.4%
1
2021
2021
44.1%
15.4%
24.0%
40.1%
55.9%
3
)
49.5%
21.5%
11%
15.7%
(
396.0
2021
2
6.5%
23.2%
)
4
19%
8%
2021
55.9%
24.0%
324.2
40.1%
15%
13%
146.6
2021
2021
28.5%
26.1%
11.3%
4%
9
GDP
GDP
2021
(
)
110
108
2020
2017-20212
2019-20221
52,000
7,000
51,000
6,900
106
50,000
104
49,000
102
100
6,800
6,700
6,600
48,000
6,500
47,000
6,400
6,300
46,000
6,200
98
45,000
96
44,000
6,000
43,000
5,900
94
5,800
42,000
92
90
2019
6,100
5,700
41,000
2020
2021
2022E
40,000
2017
5,600
2018
2019
2020
5,500
2021E
10
/
27.7%
美妆
44%
服装
57%
29%
60%
54%
健康
食品
饮料
58%
26.3%
81%
家居
40%
76.1%
91%
42%
47%
42%
电子
14%
母婴
20%
11
2020
2019
2021
1
2020
19.3%
2021
6,560
19.3%
20211
%
2017-20211
20211
%
1,231
1,285
1,283
681
676
14%
1,240
+19.3%
1,044
653
656
550
579
604
607
2017
2018
2019
+18.7%
53%
33%
494
585
2020
2021
+17.1%
12
20211
(%)
50
•
45
•
2
40
35
•
30
25
•
20
15
•
10
5
•
0
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
(%)
13
02
15
84.4%
1
17
20
Edited
90
Kayla Marci1
19
BMI≥30kg/m2
BMI
1
24.7%
27%
BMI
41.8%
BMI≥30kg/m2
10%
BMI≥30kg/m2
41.8%
3.4%
21.1%
40.2%
N/A
<10%
10-19.9%
20-29.9%
21%
≥30%
20
8.02
7.57
7.46
7.35
7.65
21
3D
3D
3D
7.04
移动
人体扫描工具
7.40
6.38
7.43
移动
人体扫描工具
移动
人体扫描工具
6.98
22
1


23
- Torrid
2022
Torrid
2021
Torrid
DTC
Torrid
Torrid
10-30
9000
14%
67%
19%
2017
2012
Torrid
400
34%
6.4017
Torrid
I am Torrid
2021
90%
Torrid
9%
380
2021
Torrid
95%
30%
2001
Torrid
24
1
900
800
700
600
500
400
300
200
100
2016
2017
2018
2019
2020
2021
26
#BlackGirlMagic
CaShawn Thompson
#Instagram
700
Facebook
Twitter
#UnfairAndLovely
Pax Jones
Fair and
Lovely
#Instagram
4.5
1
#MyBlackisBeautiful
Nyakim Gatwech
81.9%
KOL
#MyBlackisBeautiful
1
#Instagram
Facebook Twitter
YouTube
27
KOL
7.30
7.23
7.55
7.11
7.41
28


29
– Savage x Fenty
Fenty
Fenty Beauty
Savage x Fenty
Rihanna
Fenty Beauty
1,160
Savage x Fenty
Fenty Beauty
Beauty For All
Savage x Fenty
All Skin-tones
•
•
Fenty Beauty
Rihanna
Pro Filt‘r
40
Savage x Fenty
Beauty
Rianna Fenty
Rihanna
2
•
1.3
•
34%
Savage x Fenty
Savage x Fenty
490
2.45
1000
Savage x Fenty
Natalie Guzman
: 2.
2
1
1
40
40
2
+
2018
Savage X Fenty
2022
1.25
1 C
1
1
2
50+
3
1150
+
1
150%
3.1
Instagram
30
88.1%
56.3%
2
LGBT
70%
69%
Tomboy
51%
/
45%
32
/KOL
1
1
7.51
7.53
7.31
7.56
33
1


34
The Craftory, TomboyX
…
B Corp
TomboyX
Craftory
The Craftory
TAU
B
1800
The
20%-30%
430
3x
2000%
2000%
35
趋势二: 融合时尚
Athletic
:
Leisure
“Athleisure”
/
56%
Athleisure
82%
50%
Workleisure
1
38
Y2K
Y2K Year 2000)
1990
21
Y2K
Y2K
54%
2000
Y2K
Y2K
1
Y2K
57.5%1
Y2K
Y2K
39
93%
70%
73%
68%
68%
40%
43%
78%
70%
48%
80%
68%
65%
40
1
…
41
KOL
E-girl Vintage Y2K
1
90’s baby
E-girl
42
“
”
2
Lululemon
Athleisure
1
2022 6 30
: 3Lululemon 2021年报.
…
2
43
趋势三: 时尚可持续
2019-20235
21
6.8%
10%2
9200
86%
83
1
3
64
20%
4
2019
2023
5%
7.3
7.6
7.2
7.5
7.2
7.1
7.4
-5%
+2%
46
7.3
7.7
7.2
7.3
47
E.g.
…
E.g.
…
60%
1
:1
, 2021
.
…
:
.
49
/
/
66%
55%
62%
63%
51%
55%
70%
78%
/
78%
81%
78%
63%
EILEEN FISHER
EILEEN FISHER
——
1,200+
EILEEN FISHER
40%
56+
$2.8 +
51
RefScale
·
·
Instagram
Reformation
1
Reformation
趋势四: 虚拟时尚
101
AR 3D
78%
70%
VR
VR
VR
2
Web3.0
AR
82%
NFT
1
AR/VR
72%
50%
12
3
NFT
The Fabricant
Amber Jae Slooten,
54
AR
AR
AR
21.3%
16.3%
AR
AR
57.7%
AR
55.6%
6.9%
52.9%
AR
41.5%
AR
AR
42.3%
68%
59%
68%
57%
53%
42%
51%
39%
48%
30%
46%
29%
43%
27%
40%
24%
Z
Tommy Hilfiger Ralph Lauren
in-house
Gucci Vans
Burberry
Balenciaga
AR
AR
AR
AR
35
55%
35%
AR
62%
3
Z
250
1%2
3D
AR
40%
97%4
57
1…
3D
2021
GUCCI
Louis Vuitton
Burberry
Off-white
AR
Bape
NFT
Roblox
Adidas
Nike
DressX
AR
The Fabricant
RTFKT
:
1
.
58
NFT
NFT
1
2
AR
NFT
3
4
1
AR
NFT
Z
AR
NFT
1
2
NFT
3
AR
4
59
NFT
LV
LV
10
NFT
LV
1.5
2019.10
1
2019.12
Top1
2021.8
iOS
2
2022.2
2022.3
60
Nike
RTFKT
——Matt Friend
Nike
700
Nike
Nikeland1
>380
Nikeland
Nike
5
380
Nike
2
61
1.
:
2.
3.
4.
62
03
2019
3.85%
Top5
180
2021
1
2
DTC
:
1
; 2020
11
.2
; 2022 5
.
64
65
66
VR
KOL
67
Meta
1
Reels
2
3
4
Meta
1 2 34
62%
93%
62%
93%
2
2
68
1
+
KOL
1
80.6%
68.1%
61.3%
56.3%
30.6%
26.3%
25.0%
WATCH
IGTV
69
1
Reels
1
61.5%
01
57.7%
57.7%
02
51.9%
48.1%
03
70
2
KOL
KOL
1
2
3
KOL
58%
86%
58%
86%
1
5
4
1
Facebook
71
2
KOL
1
KOL
59.0%
KOL
KOL
KOL
KOL
40%2
52.5%
50.8%
39.3%
37.7%
KOL
72
3
Facebook
73
ChicMe
Meta
…
ChicMe
META
1
ChicMe
Facebook Instagram
+10.9pt
+13.9pt
1
ChicMe
2
+16.1%
ChicMe
ChicMe
Messenger
Messenger
2015
ChicMe
1
2X
ChicMe
3
ChicMe
74
4
Advantage+ Shopping Campaign
-Popken Fashion2
Business-as-usual campaigns
80%
-Larissa Vichnevetski
:
2022
75
4
Advantage+ Shopping Campaign
:
2022
76
4
Advantage+ App Campaign
-Shein1
SHEIN
App
APP
,
SHEIN
58%
1
15%
1
77
1
:
2
3
78