TikTok's playback volume exceeds 800 million! The clothing track is selling well again

In the cross-border seller circle, the clothing track has always been known for its fierce competition and high return rate. Except for top sellers like SHEIN and Sevi Times, few others will easily get involved in this track.

However, there are actually many subcategories under clothing products. If we can dig deeper based on consumer needs, we may be able to find a "blue ocean" where competition is not fierce.

Insight into overseas niche culture, it breaks through the bloody race

In recent years, street fashion culture has become increasingly popular among young people in Europe and the United States, and related products and markets are constantly being developed. Statistics show that the current market size of street fashion clothing in Europe and the United States has exceeded 10 billion US dollars, and the overseas brand Aelfric Eden has keenly noticed this trend.

It is understood that Aelfric Eden is a new brand in the clothing industry. Unlike most fast fashion brands, Aelfric Eden's main target audience is those who love street culture. Although the user base is not large, it has also allowed it to avoid the heavy siege from other clothing brands and finally succeed in breaking through.

Aelfric Eden's official website states that the brand was founded with the intention of integrating niche street elements from different cultures, such as skateboarding and graffiti, and transforming them into mainstream fashion. It represents the acceptance of randomness and tolerance of imperfections, and these novel and unique concepts have quickly attracted young people around the world.

Today, Aelfric Eden's philosophy has been recognized by a large number of street culture figures, and they have also demonstrated their support for the brand through practical actions.

According to Google Trends data, the search popularity of Aelfric Eden brand has continued to increase since 2020.

In addition, data from traffic statistics website similarweb also shows that from September to November 2023, aelfriceden.com 's total global visits reached 2.8 million, with monthly visits approaching 940,000. The largest source of traffic was paid search, which delivered a total of 32.45% of visits in a month, followed by direct search, which accounted for 31.56%. This shows that the brand's influence in the fashion and street circles is constantly expanding.

To learn more about this brand, Yien.com opened Aelfric Eden's overseas independent website, and a street style immediately hit us. The banner image on the homepage is quite futuristic, and it can be seen that a lot of effort has been put into the design.

In terms of products, Aelfric Eden chooses to use a lot of street culture elements, and the style design is novel and fashionable, and integrates a lot of elements or inspirations including graffiti/text decals, high visual impact colors, cutting and collage to design product styles. This design greatly meets the needs of young people for pursuing street culture and showing fashionable personality.

It is estimated that the total number of clothing styles on Aelfric Eden 's independent website exceeds 5,000, and there are hundreds of new products every month. In terms of price, most products are priced between US$39.95 and US$49.95.

In addition to the independent website, the performance on e-commerce platforms such as Amazon is also quite impressive. Take Amazon as an example, Aelfric Eden's various hoodies on the platform have achieved monthly sales of hundreds of pieces, with an average selling price of between US$59 and US$67.

It is worth noting that Aelfric Eden does not run many sponsored ads on Amazon, and most of its sales come from natural search traffic. This shows that its brand image has been deeply rooted in people's hearts, and there must be a strong marketing strategy behind it.

Deep into the street culture circle, Aelfric Eden quickly spreads through social media

Considering that the main force of the street culture circle is young people, and young people are generally more active on major social media, Aelfric Eden will naturally not miss this opportunity. Deploying social media channels has become the most cost-effective way for Aelfric Eden to reach the target audience.

Currently, Aelfric Eden mainly operates on three social media platforms: Facebook, Instagram and TikTok, with 75,000, 1.129 million and 570,000 followers respectively. On Facebook, Aelfric Eden focuses on promoting its new clothing, and posts usually include product displays, promotional information, etc. On Instagram and TikTok, it focuses on posting pictures and short videos of trendsetters/Internet celebrities to influence and enhance the brand image.

Although Aelfric Eden currently has the largest number of followers on Instagram, TikTok's growth momentum is obviously stronger, and the user overlap between TikTok and Aelfric Eden is also quite high, so the subsequent conversion rate will be better.

As of now, the number of views of #streetwear on TikTok has exceeded 38 billion. Other popular tags include #streetstyle and #streetfashion. Some brands targeting this group are rapidly "breaking out of the circle" with the help of this force, and Aelfric Eden is no exception.

By cooperating with a large number of KOLs on TikTok, Aelfric Eden's brand awareness has quickly risen. The cumulative number of video views on the related topic #aelfriceden has exceeded 800 million. It should be noted that this number was less than 100 million half a year ago, which shows the explosive growth of its traffic.

While enjoying the traffic dividend, Aelfric Eden has not forgotten the user-first principle and will continue to adjust the product based on real user feedback.

These strategies are very useful for overseas brands that want to complete sales conversions, especially those sellers in the clothing industry who, despite being in a fierce market, have captured a large number of users with the differentiation of their products.

Find the right position in the segmented track, the red ocean market is not "red"

In addition to Aelfric Eden, there are many up-and-coming companies in the clothing industry who have avoided head-on competition with industry giants by relying on product differentiation, and have worked quietly in their own niche markets and finally reaped the rewards.

Ekouaer: For Ekouaer, the first step in his overseas training is to avoid direct confrontation with other masters and to establish his own unique style. Ekouaer introduces himself as follows: He pays attention to the collision of classics and fashion, and creates wardrobe essentials that are both home leisure and pajamas.

Shapellx: Founded in 2019, Shapellx entered the plus-size women's clothing market from the shapewear category, focusing on the North American market. After digging a good product moat, it has successively expanded its product lines such as bras, underwear, and sportswear, covering commuting, queuing, swimwear and other scenarios. Its current annual sales exceed 10 million US dollars.

Bloomchic: Starting with plus-size women's clothing, it not only successfully expanded overseas and established a foothold in the US market, but also received investment from L Catterton, the world's largest consumer investment company.

Cupshe: Started as a swimwear company, its products are sold in more than 40 countries around the world. It has dug deeper into the swimwear market and developed larger-size swimwear with less competition. Its products directly hit the pain points of consumers, making Cupshe a leader in the larger-size swimwear market.

These cases show that even in the fiercely competitive clothing market, there are still hidden opportunities for latecomers to find a place to survive. For cross-border sellers, there is no need to be overly obsessed with finding a blue ocean market. The real key lies in tapping into consumers’ potential needs and pain points.

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