皮革服装市场现状和消费特征分析

An Analysis off Leather Garment Market and Consumer's Psychology

目前皮革服装市场现状：皮革服装市场竞争激烈，销售波动较大，品牌优势不明显。消费者需求稳中有升，不同消费者消费特征差异很大。未来的趋势：在皮衣的面料选择、造型设计、裁剪方式等方面将有较大突破。对皮衣的需求更注重“质量”，主要体现在：回归自然，追求个性，突破保暖局限，追求休闲化、套装化和时装化。

There is sharp competition on the present leather garment market, sales wave up and down and brand products take no remarkable superiority. The demand is steady and going up, but consumer's preference differs greatly. The article predicts that there will be big breakthrough in the choice of leather fabric, silhouette design and tailoring. Consumer will pay more attention on quality while pursuing the return to nature, individual,casual, fashionable and things more than its origingal function-warmth retention.