The US apparel industry is growing strongly! Take a quick look at the marketing focus and hot-selling categories in 2022

It is learned that according to NPD data, the US apparel market revenue in 2021 reached 246.2 billion US dollars, an increase of more than 61 billion US dollars from 2020, setting a 10-year record. To take advantage of the explosive sales in 2022, sellers will need to pay close attention to the following macro trends.

Self-care consumption awareness

After the COVID-19 pandemic, the awareness of self-care consumption has risen and has penetrated into the field of clothing shopping. Consumers are more concerned about the comfort of clothing, and sports and leisure clothing, masks, and facial masks have become regular commodities for consumers to invest in self-care.

Back to social

As consumers return to the workplace and socialize, demand for categories such as jeans and T-shirts has resurfaced, giving new meaning to dressing for various occasions, work, travel, and more.

Changing consumer preferences

Consumers are spending more money on versatile clothing that fits their needs, and their focus has shifted from clothing categories to clothing that can be used for multiple occasions. Everyday casual basics, even underwear and sleepwear, are selling at higher price points.

Sustainability in fashion

Most consumers equate “sustainability” with “long-lasting.” Apparel sellers need to pay attention to whether consumers view products with a commitment to sustainability as an investment, or whether they will instead choose other ways to buy, such as renting and reselling. And they need to understand how all these factors vary across different apparel categories.

Unisex clothing trend

Gender-inclusive, size-inclusive, and style-inclusive clothing are a few ways apparel brands are raising the bar on diversity, equity, and inclusion (DEI) initiatives. Marketing and advertising play a big role in spreading the message, but clothing that can be worn by all is gaining traction.

Pricing Changes

In 2021, 44% of U.S. consumers purchased discounted apparel, which is 5 percentage points less than in 2019 and 2020. Consumers are paying more for the apparel they desire. But that may change in 2022, with more consumers citing price as the most important reason behind their apparel purchases, second only to comfort (down 8 percentage points). Therefore, it is more important than ever to understand the impact of price on consumer purchases.

Integrating VR technology

VR technology allows brands to connect with consumers on a new level, while also opening the door to new consumers who can virtually try on items. Apparel brands and retailers need to incorporate elements of social selling as part of their future planning and strategy.

Editor ✎ Xiao Zhu/

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