Based on customer search interaction data and market research, data analysis was conducted on the hot search items and styles of cotton down for men and women's clothing in 2023. In terms of style design, fashionable and casual, simple European and elegant, as well as Japanese and Korean styles, and sports and leisure styles have received continuous attention from the market and remain popular; Among them, the simple European style has the highest proportion of cotton down in women's clothing, up to 28%, and the sports and leisure style has the highest proportion of cotton down in men's clothing, up to 21%; It is worth noting that women's clothing made of cotton down has received additional attention in 2023 for its fashionable function and outdoor sports style, as well as the new Chinese style.

According to the analysis of the top 100 downloads of cotton down for men's and women's clothing from November to December in POP, the fashion and leisure style for men's clothing is more prominent, followed by the fashion and functional style, and the middle style is mainly used for women's clothing. It is worth noting that some new Chinese style down jackets have still received a lot of attention from users this month. In terms of silhouette, the loose and straight fit version is the main one, followed by the A-line version, including straight bread jacket, lightweight down jacket, down vest, motorcycle jacket, etc; In terms of craftsmanship details, protective hoods, contrasting color splicing, modular deconstruction, and stitching are given special attention; On the fabric side, fabrics with special textures, such as corduroy and fleece, are highly valued.

Xiaohongshu official operations, based on the platform dynamics every month, insights into fashion trends, and launches popular topics in various fields for creative inspiration collisions. Some topics are combined with activity forms for effective fashion promotion. In December, in the fashion field, the following topics are launched: #AutumnWinterFashion-Gray Style, #AmbientFeel-Christmas Style, #KoreanFashion-Korean High School Girl, #WorkplaceCommuteFashion, #Sportswear-Blokette Sporty Girl Style. These 5 topics are sorted and presented according to their popularity.

Miu style outfit is a fashion style that combines artistic atmosphere and girlishness, and it always exudes a hint of rebelliousness with its emotional characteristics and avant-garde designs, meanwhile depicting the dreamy images that girls desire. Depending on different emphasis, Miu style outfits can be divided into four categories: sophisticated heiress, trendy bookworm, informal college, and intellectual sporty. These different styles cater to the fashion needs of different groups of people, showcasing diverse and versatile images of young girls.

November 11th was the peak demand period for cotton down jackets during the entire Double Eleven period, and there was a slight fluctuation on October 30th stimulated by the first wave of warm-up activities. Cotton down jackets, as non consumable items, are more likely to be purchased according to actual needs compared to consumers who generally hoard electronic products, daily necessities, etc. Therefore, they are in the most enthusiastic demand on the day of Double Eleven.

According to the analysis of the top 100 women's clothing cotton and down data on user downloads in October, the minimalist style is more prominent, followed by fashion, leisure, young ladies and other styles. It is worth paying attention to that some new Chinese style down jackets have received a large number of users' attention this month. In terms of silhouette, the loose straight body version is the main one, followed by the A-line version, including short bread jacket, lightweight down jacket, down vest, slim long down jacket, etc; In terms of process details, heterogeneous splicing, detachable design, geometric stitching, etc. are given special attention; In terms of fabrics, fabrics with special textures, such as knitted fabrics, corduroy, and fleece, have been given special attention.

Sweet and cool young ladies blend sweet and trendy elements, showcasing the delicate, romantic, cool, hot and diverse images of young girls. Sweet and cool girls like to wear short skirts, dresses, and sweet style tops, paired with handsome denim jackets or leather jackets, showcasing the perfect balance between sweetness and coolness. At the same time, they also pay attention to details and like to use sweet elements such as lace, sequins, feathers and other decorations to showcase the cuteness and romance of girls; Or use leather or metal materials to show a tough and unrestrained side.

Regarding the summary of external patterns, this month's POP focuses on cross industry analysis from the aspects of seed planning, Renaissance, fruit and vegetable teams, dynamic Asian Games, BLACKPINK collaboration, as well as painting techniques such as spray painting and X-ray. The Asian Games will open in Hangzhou this month; The PRADA Seed Program grows flowers worldwide to promote beauty, care, and love; The realistic fruit and Renaissance Titian paintings from Burberry Show in the spring and summer of 2024 will be exhibited in Shanghai, and BLACKPINK x Verdy's co branded flash is widely loved. Spray painting graffiti and X-ray techniques have received attention, and the following is a specific analysis of popular patterns.

According to the analysis of the top 100 women's cotton and down downloads by POP8-September user volume, the proportion of simple European and elegant style is relatively high, accounting for about 40%, followed by fashionable casual, sporty casual, and other styles. In terms of silhouette, loose-fitting styles are predominant, and lightweight down jackets, shiny down jackets, straight-fill down jackets, short bread jackets, reversible designs, and others have received more attention. In terms of craftsmanship details, heterogeneous splicing, irregular pattern stitching, and detachable designs are of particular interest. As for fabrics, special textured fabrics such as corduroy, knit fabrics, flannel, leather, and others have been given special attention.

The data analysis of the Top100 downloaded women's puffy jackets reveals that J-Korea Style (35%) still tops the list. Unisex (32%) ranks the second place, showing an upward trend followed by Youthful Lady (20%). Straight Short and comfortable and thermal Padded Coat are the trending silhouettes. For details, functional drawstring is the key point.

According to the TOP100 downloaded women’s suits from March to May in 2022, Simple Sophistication(43%) is the most welcoming style, followed by Emerging Design(22%) and Youthful Elegance(18%). Suiting and drill are the main fabrics, while checked fabrics also share a certain proportion. Drawstring remains the hottest details on suits when accessories are trended upward in the market.

According to the TOP100 downloaded women's suits in October and November, Simple Sophistication has revealed a clear uptrend, while Youthful Elegancy is increasing as well. X-line dominates the silhouette market, and the casual H-line has trended upward. To crafts, splicing and deconstruction are combined to create more stylish pieces.

According to the interaction data and download amount of POP users in August and September, youthful elegancy(33%) has been the most popular style. H-line silhouette is mainly presented in a length of 65cm. In craft, heterogeneous splicing and deconstructed splicing both present the design taste of splicing.

Based on the TOP100 downloaded women’s denim of POP users in July, smart casual is still the main style, and the proportion of girly chic has increased. We can see that loose silhouette is more popular in July, and spliced denim still dominates the craft category. The frequent use of distressed hole and rough edge breaks the convention of casual items.

According to the data analysis of TOP100 downloaded women's suits of POP users in June and July, simple sophistication is the dominating style; loose H-line and waisted X-line are the main silhouettes. Splicing and edge design are the outstanding detail elements. Besides, pearl decoration on suit item is noteworthy.

According to the TOP 100 downloaded women's suit of POP users in March and April, youthful elegancy(22%), simple sophistication(63%) and smart casual(15%) are the noteworthy styles. Influenced by the popularity of simple sophistication style, X-line and H-line are the most applied silhouettes. The proportion of waist lacing also increases a lot.

According to the TOP 100 downloaded women's denim of POP users in April, the searches of smart casual style occupy a larger proportion, followed by avant-garde brand and girly chic styles. Splicing is still the dominating denim craft. Printing and acid-washing are also important. Accessories like beads and pearls increase the gentle and retro sense of leisure items.

According to the TOP100 women's overcoat download data of POP users in February to March, simple sophistication is still the major style. And compared with the data analysis two months ago, the proportion of youthful elegancy is under a rising trend. Casual overcoat remains the 22%. Loose silhouette occupies the biggest proportion among silhouettes for its practicality and comfort. The proportion of A-line silhouette rises stably. Tonal colored collar is the key detail. Wasited styling and distorted collar are both rapidly improving.

Based on the data analysis of POP users in January, the smart casual style occupies a large proportion among women's denim. And avant-garde style has a lower proportion than the girly chic style. Splicing is still the most important denim craft. Raw-edge process and pocket design are also the main crafts. The bead accessories on pockets improve the soft and beautiful temperament of new women.

This article mainly aims at sorting out the data of users' attention to popular denim brands this year, refining the annual hot search list of denim brands combined with market heat and topic, and analyzing it from the perspectives of items, crafts, details and so on.

According to data analysis of TOP 100 downloaded women's puffa jackets from October to November, young lady style puffa jackets ascend a little, but simple and sophisticated style is still a main style. Down jackets remain a key silhouette, and waisted silhouette may be replaced by the straight shape. Practicality drives the use of ties and drawstrings, and inclusivity also stands out. Splicing remains key.