Why is it the Best Winter Jacket for this Season?

Important point

• Smock is the best winter jacket. It has become a must-have item for fall / winter 2020. Retailers are anticipating the game and are putting more attention and shelf space into casual shirt and jacket combinations.

• Between 2019 and 2020, the amount of outdoor products did not change much.

• The most commonly used material in the outdoor category is polyester, followed by wool. Should fashion brands focused on sustainability and environmental impact use more natural fabrics and focus on reducing their reliance on petroleum-based materials?

As the temperature drops, people are looking for the perfect winter jacket to enhance their wardrobe. Should customers choose a classic belted wool coat for a lively walk in the park, or a trendy down jacket for the everyday look of Instagram?

How is this year different? The coronavirus pandemic keeps everyone indoors, making it difficult for retailers to sell rugged outdoor gear. So what are the fashion trends for this fall / winter coat and what items are worth investing in?

The versatile jacket is the central stage, as it loses the versatility shared by outerwear.

Every September, retailers begin rolling out new outdoor collections. When the weather changes from summer to autumn, light transition jackets usually arrive first, followed by heavy down jackets and wool coats later in the season.

With the evolution of new outdoor products, on the other hand, the category share of heavier outerwear and formal jackets is declining. On the other hand, other types of jackets (casual, leather, denim) are gaining popularity, especially for their more versatile styles.

Overshirts: Why is it the best winter jacket of the season?

According to Retviews, casual jackets account for almost 3% of the mass market brand's category share. In contrast, the share of the coat has decreased by about the same amount.

One explanation for this change is the situation of working from home. Currently, customers are less interested in buying items designed for the outdoors. As a result, more functional items such as comfortable jackets and cover-ups become more attractive.

However, it is worth noting that the share of outdoor articles decreased by only 3% between 2019 and 2020.

Shouldn't we expect this category to be lower than last winter's collection, as retailers are offering discounts for 2019 and above? What explains the decision to write an article at about the same level?

One possibility is for retailers to decide to produce about the same number of products in small quantities in order to offer more choice and variety. This may be a good strategy, but it can also be a dangerous one. Only retailers know these numbers.

More and more cover-ups are the best winter jackets.

The smock (or "shacket") is a stylish winter jacket that is becoming a staple in your wardrobe.

This jacket is well-suited to be worn indoors as an additional layer to feel warm and comfortable at home or at work outdoors, and as a light jacket for a quick run to a coffee shop or grocery store. .. This is the best winter jacket of the season. Retailers are aware of this trend and are increasing their inventory of this versatile product.

From 2019 to 2020, the number of smocks produced increased by nearly 200%, according to Retviews data. Zara, the world's largest retailer, leads this category. The growing production and popularity of multipurpose products such as outer shirts shows retailers' response to the coronavirus crisis. That is, to be able to wear multitasking clothing both inside and outside.

Also, in terms of price, smocks are cheaper than traditional outdoor clothing. In fact, wool coats, hoodies, down jackets and trench coats all tend to fall at higher prices. During these unprecedented times, shirts are cheaper and are in line with the more casual, affordable and comfortable style customers are looking for.