How can overseas sellers tap into the multi-billion-dollar women’s clothing market?

DMONSTUDIO, which caused a lot of discussion at the beginning of this year , was rumored to be a new brand launched by ByteDance to compete with SHEIN. Just when people were curious about how ByteDance, which holds the "traffic password", would impact SHEIN's position, DMONSTUDIO announced its closure on February 11. Although the official has not confirmed whether DMONSTUDIO is an independent website under ByteDance, ByteDance has been continuously increasing its cross-border e-commerce business since last year, and it is not impossible that DMONSTUDIO is a test product for its layout of women's clothing.

Source: DMONSTUDIO

According to Statista, the global women's clothing market accounts for about 40% of all clothing categories, with a compound annual growth rate of 4.2% from 2018 to 2023. It is expected that the market size will reach US$789 billion by 2023.

In the highly saturated women's clothing market in China, domestic giants naturally do not want to miss out on the cross-border pie. It is reported that in April last year, Tencent led the B round of financing for the fast fashion overseas clothing brand "Xike"; in June, Alibaba launched the cross-border fashion APP "AllyLikes", and so on.

Although there has been a surge of giants in the cross-border women's clothing market in recent years, there is still much room for development in the subcategories. For example, in the US plus-size women's clothing market, the penetration rate of the leading brand Torrid in the target market group is less than 4%.

01

2022 Independent Station Women's New Product Trends

According to data monitored by GoodSpy this year, the most popular products for women's clothing on independent websites this year include women's underwear, sweatshirts, dresses, swimsuits, sports shorts, jeans, etc. Among them, underwear and swimsuits are the most popular in the market, and there are more related hot-selling products. For example, Up Shaper (shaping underwear), which has the highest advertising volume and targets the Brazilian market, is marketed to middle-aged women. The brand concept is to help this group restore their figure and enhance their self-confidence through products, and has gained nearly 300,000 customers. Other products in this category include Women Rash Guard Swimsuit (swimsuit) and Women's Lightly Lined Wireless Bra (underwear).

In addition, Marilyn Ankle Dress (dress) and Calça Modeladora Jeans (jeans) are also popular women's clothing products this year.

Recent hot women's clothing, source: GoodSpy

02

Marketing analysis of independent website of women's clothing brand

1) Cupshe – Women’s swimsuit

As one of the earliest Chinese swimwear brands to go global, Cupshe pursues the concept of "fashion and individuality" in design and focuses on price advantages, making it popular in the young European and American markets. From the perspective of sales channels, although Cupshe has layouts on both the web side (Amazon, independent websites, etc.) and the mobile side (App), judging from sales alone, the independent website channel can account for more than 70%, so DTC independent websites are still the focus of its operations.

Source: Cupshe

According to GoodSpy data, Cupshe's independent website is estimated to have around 2.1 million page views per month, with over a million likes and followers on Facebook and Instagram. In addition to the main website, the traffic of the sub-sites in France, Germany and Australia is relatively prominent in terms of social media interactions.

Source: GoodSpy

Cupshe’s advertising marketing is in line with the brand’s philosophy of “confidence, comfort and fashion”. It uses confident and bold models and attracts customers to place orders by displaying a variety of swimsuit styles, patterns and colors. It is worth mentioning that Cupshe not only uses advertising as a marketing vehicle, but more importantly, it focuses on the content and brand value communication, which is why it has been able to successfully “attract fans” on social media.

Copywriting: Escape the Ordinary, Get ready for some fun in the sun with our latest drop!

Source: GoodSpy

2) Understance - Women's underwear

As a category with considerable growth and scale in the women's clothing market, underwear has naturally attracted the attention of overseas brands. Just last June, Huijie Co., Ltd., the first "underwear stock" in the domestic A-share market, launched an independent website in North America through its brand UNDERSTANCE, selling its products to the United States and Canada, and achieved good results.

Source: understance

According to GoodSpy, the monthly PV of Understance's official website is estimated to be about 233.1K, which is an increase of about 820% compared with the initial traffic in North America in June and July. At the same time, the fan interaction volume on Facebook and Instagram has exceeded 1,000.

From the perspective of advertising and marketing, Understance's materials are very distinctive. By showing the dressing effects of models of different skin colors, ages, and body shapes, it shows the brand's inclusiveness and its value of breaking the mainstream aesthetic and expressing reality. At the same time, the material copy also emphasizes the fabric and comfort of the product, which is more likely to be welcomed by customers from different circles.

Copywriter: Ines Satin Demi Underwire Bra. Between full coverage and demi, made from high-stretch satin.

Source: GoodSpy

3) Urbanic - Women's fast fashion

As a new fast fashion brand going global, Urbanic, which recently completed a multi-million dollar A+ round of financing, seems to be much more "low-key". Urbanic takes India as its main target market, avoiding the fierce competition in the European and American markets, and is deeply sought after by the young Indian consumer market through its high-quality products with high cost performance.

Judging from its advertisements, urbanic's advertising materials are in line with the characteristics of fast fashion brands, showing popular styles and dressing effects of different patterns, which is very attractive to young customers who pursue fashion trends.

Source: GoodSpy

In summary, women's clothing exports have become increasingly popular in the past two years. How sellers can seize the opportunity mainly consider the following factors: identify the target market and customer groups; grasp popular trends and aesthetics in product design to form product characteristics; explore the consumption characteristics of the target circle in marketing and convey brand value in content; combine the advantages of the domestic supply chain to create high-quality products with high cost performance, etc.

The above is "How do independent website sellers make money in the 100 billion women's clothing market?"

Author: GoodSpy

GoodSpy

Women's clothing market

Independent website