艾媒咨询 | 2025年中国服饰产品消费行为调查数据

时尚潮流的兴起让服饰成为时尚文化的重要载体，设计师品牌层出不穷，引领着全球服饰消费趋势。近年来，随着环保意识的增强和科技的飞速发展，可持续、智能化服饰逐渐崭露头角，为行业发展注入新活力。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国服饰产品消费行为调查数据》数据显示，在各类服饰风格中，休闲风以 36.93% 的占比拔得头筹，成为最受消费者青睐的风格，这一数据直观地反映出消费者在日常穿着中，对舒适感的强烈追求。而在材质选择方面，棉质凭借其独特优势，以 32.06% 的占比位居榜首，清晰地展现出中国消费者对于棉质服饰的高度偏好。艾媒咨询分析师认为，未来，服饰企业将继续加大研发投入，推出更多创新产品。在款式设计上，将融合多元文化元素和时尚潮流，打造个性化、差异化的产品。在材质应用上，将更多采用环保、智能、功能性面料，提升产品品质和附加值。例如，可降解面料、智能变色面料、具有健康监测功能的面料等将逐渐应用于服饰产品中。
The rise of fashion trends makes clothing become an important carrier of fashion culture, and designer brands emerge in an endless stream, leading the global fashion consumption trend. In recent years, with the enhancement of environmental awareness and the rapid development of science and technology, sustainable and intelligent clothing has gradually emerged, injecting new vitality into the development of the industry. According to the latest Survey data of consumption behavior of Chinese clothing products in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, leisure style ranks first with 36.93% of all types of clothing styles, becoming the most favored style by consumers. This data directly reflects consumers' strong pursuit of comfort in their daily wear. In terms of material selection, cotton, with its unique advantages, ranked first with 32.06%, clearly showing the high preference of Chinese consumers for cotton clothing. Ai Media Consulting analysts believe that in the future, clothing companies will continue to increase investment in research and development and launch more innovative products. In style design, it will integrate multi-cultural elements and fashion trends to create personalized and differentiated products. In the material application, more environmentally friendly, intelligent and functional fabrics will be used to improve product quality and added value. For example, degradable fabrics, smart color-changing fabrics, and fabrics with health monitoring functions will gradually be used in clothing products.

艾媒咨询｜2022年中国新国货消费行为监测与商业趋势研究报告

调研数据显示，六成以上新青年消费者会以取悦自我、提升幸福感为消费核心，从而购买兴趣消费类产品。兴趣消费、意义消费已经成为了年轻世代消费的关键词，颜值、性价比也是影响消费决策的重要因素，国货品牌需迎合消费者需求进行升级，才能够得到消费者的青睐。

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艾媒舆情|2019 “中国内衣第一股”都市丽人巨亏近10亿事件舆情监测报告

本报告研究涉及企业/品牌/案例：都市丽人,维多利亚的秘密,安莉芳,汇洁股份,时代周报,新浪财经

2019年12月23日，在港股上市的“中国内衣第一股”都市丽人发布盈利警告及转型计划，公告显示，公司2019年预计亏损不少于人民币9.8亿元。
都市丽人为何突然巨亏近10亿？公告中解释称：因经济和内部需求放缓，公司业务活动面临逆境。这负面地影响了面向消费者的服装行业及该集团的营运表现。公告还称，过往的快速扩张导致门店库存增加。12月24日，都市丽人收盘价为1.010港元/股，跌幅2.88%。12月25日，港股休市1天。
On December 23, 2019, the “China's First Underwear“ city beauty listed on the Hong Kong Stock Exchange issued a profit warning and transformation plan. The announcement showed that the company is expected to lose no less than RMB 980 million in 2019.
Why do urban beauties suddenly lose nearly 1 billion? The announcement explained that due to the slowing economy and internal demand, the company's business activities are facing adversity. This negatively affected the consumer-oriented apparel industry and the group's operating performance. The announcement also stated that past rapid expansion has resulted in increased store inventory. On December 24, Urban Beauty closed at 1.010 Hong Kong dollars per share, a decrease of 2.88%. On December 25, the Hong Kong stock market was closed for one day.

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