Winter Fashion Debate: Should You Buy Down Jackets This Season?

Published on: November 23, 2024

Recently, a heated discussion has emerged on social media with the sentiment of “don’t buy down jackets this winter.” Multiple influencers claiming to be industry insiders have revealed that the cost of down has risen significantly, and many low-priced products on the market are substandard. With some down jackets priced as low as 100 yuan, consumers are left wondering what exactly is inside those garments.

Concerns Over Quality and Pricing

Every winter, the topic of rising prices for down jackets resurfaces. However, this year, the situation appears more alarming as some live-streaming platforms have seen down jackets, including goose down options, being sold for astonishingly low prices.

Down jackets primarily use duck down and goose down for filling. Under similar conditions, goose down is generally of higher quality than duck down, leading to its popularity. However, recent data indicates that among the top-selling goose down jackets in the past week, the majority are priced below 200 yuan, with only one item at 868 yuan.

For instance, a goose down jacket priced at 159.9 yuan sold 12,000 units by a popular influencer, generating over 2 million yuan in revenue. Yet, some consumers who purchased the jacket later discovered that the filling did not actually contain goose down. When contacted, the shop insistently claimed that it contained “90% goose down.”

Industry insiders have stated that a down jacket priced at over 100 yuan cannot genuinely contain 90% white goose down, and no testing is needed to confirm that the down content is likely fabricated.

Rising Costs and Market Dynamics

According to industry experts, the overall price of down materials has increased by 30%-40% compared to the same period last year. Currently, the market prices for 90% white duck down and 90% white goose down are approximately 504 yuan and 1100 yuan per kilogram, respectively. For a jacket containing 200 grams of white goose down, the raw material cost alone exceeds 200 yuan.

With the increase in down prices being publicly accessible, consumers can estimate the raw material costs based on the down filling amount. In light of the significant price hikes, purchasing ultra-low-priced down jackets requires careful consideration.

The rise in down prices has been ongoing for nearly a year, with a slight decline observed in recent months. Experts believe last year was exceptional for down jacket sales due to a cold wave, which subsequently raised raw material costs. Additionally, the low price of pork has influenced demand for duck and goose farming.

Market Fraud: A Persistent Issue

So, where do so many ultra-low-priced down jackets come from?

Insiders explain that some manufacturers may sell off excess inventory or face financial difficulties, leading to lower prices, although this is relatively rare. Even last year’s down would not be that cheap.

Antifraud expert Dong Ge provided further insights into the methods of down jacket counterfeiting. Common practices include mixing in synthetic fibers, shredded feathers, and even dog or pig hair. Additionally, manufacturers might sell 50% white duck down as 90% white duck or goose down, with cost differences being substantial. Consumers typically cannot distinguish between 50% and 90% duck down without inspecting the product closely. “There are thousands of manufacturers using these methods online, including some well-known brands,” Dong Ge emphasized.

Label falsification is another tactic used. Since April 2022, new national standards for down jackets changed “down content” to “down fiber content,” which now excludes synthetic fibers from being counted. However, some manufacturers still mislabel or mark “down content” incorrectly.

In a recent report by Chao News, police in Huzhou dismantled a counterfeit down jacket production site, seizing over 70,000 fake jackets valued at over 7 million yuan. The tags on the children’s jackets claimed 70% down content, but professional tests revealed that the down fiber content was essentially zero.

The Cold Wave and Market Preparedness

How much will rising down prices impact production and sales? Insiders report that depending on the filling amounts for various styles, down costs typically account for about one-third to one-half of direct costs. For example, a jacket containing 200 grams of white duck down has a raw material cost around 100 yuan. The total cost of producing a down jacket includes fabric, processing, accessories, labor, and storage, with a minimum total cost of around 300 yuan.

Taking into account rent, transportation, return rates, and seasonal product inventory risks, non-branded down jackets generally have a markup factor of about 2-3 times, with branded jackets priced even higher. Experts estimate that this winter, the cost increase for down jackets could translate to a retail price hike of 100 to several hundred yuan per piece.

A down jacket dealer from Zhejiang noted that procurement prices have risen sharply this year. However, based on the retail prices of mainstream branded down jackets on e-commerce platforms, significant price increases this winter do not seem evident.

Mr. Hao, who operates down jacket agencies and production brands in southern China, shared that current market activity is not as robust as previous years, with some manufacturers beginning to adjust production as early as June and July. Many have reduced their stock levels by one-third compared to last year.

The challenges are multifaceted: “Consumers are pursuing better cost-performance ratios, and the weather hasn’t been supportive.” He revealed that last year, the low temperatures led to strong sales of down jackets, but signs of market fatigue emerged later, with many manufacturers struggling with inventory. Coupled with less-than-ideal sales of summer and autumn garments this year, market expectations have declined.

“We’ve just entered winter, and I’ve learned that many businesses have already started price promotions.”

With rising costs and intensified competition, simply undercutting prices may no longer be a sustainable strategy. Mr. Hao concluded, “We remain committed to not compromising on quality or resorting to counterfeit products. As long as it stays cold for a month and a half each year, the market will generally treat you favorably.”