This winter, the weather in Ha Tinh is quite warm, the average temperature is high so the warm clothing market is sluggish.
In the middle of winter, fashion shops have to import summer products to serve customers.
At this time, on the streets specializing in fashion in Ha Tinh City such as Ly Tu Trong, Xuan Dieu, Tran Phu, Ha Huy Tap..., clothing stores display a variety of winter products such as: sweatshirts, puffer jackets, sweaters, wool coats, fur coats, warm clothes... However, the number of customers buying is very small.
Ms. Nguyen Thi Huyen - owner of Huyen Nguyen fashion shop (Nguyen Cong Tru street) said: "Although it is almost Tet, it is the peak shopping season, but this year, the fashion market is quite quiet. Partly due to economic difficulties, partly due to the cold weather, so there are very few buyers of winter clothes. At this time, customers mainly buy thin, light materials such as T-shirts, thin sweaters, pants, skirts, while thick material shirts are very difficult to sell. Although there are quite a lot of winter goods, with this weather, we still have to import thin, light materials to serve the needs of customers."
Warm weather causes winter fashion products to "freeze".
At the traditional market, winter fashion is also displayed in many designs. “There are few customers coming to the market, and even less people are interested in winter products. There are days when we can only sell 1-2 autumn-winter products,” Ms. Nguyen Thi Hien, a market vendor in Ha Tinh city, worriedly said.
From a consumer perspective, Ms. Thu Trang (Ha Huy Tap ward) shared: “It’s mid-winter but the weather is not very cold, I mostly wear short-sleeved shirts or light long-sleeved shirts. Thick clothes are rarely used so I don’t buy much, I only buy more when there is a cold spell.”
Faced with this situation, many fashion shops have begun to sell their Tet goods early and have stepped up advertising on social networks to sell their goods. According to retailers, the capital of winter clothes is high, while if they cannot be sold, they will become out of fashion and lose even more, so they have to sell them to recover their capital.
This year, the Cheap and Beautiful shop is clearing out winter stock earlier than previous years.
Ms. Thu Ha - owner of the Cheap and Beautiful shop (Xuan Dieu street) said: "Warm clothes are hard to sell, sales have dropped significantly compared to previous years. In previous years, around the 25th of the 12th lunar month, we would sell off our Tet goods, but this year, there are still many warm clothes products, so we started to reduce prices from the beginning of the 12th lunar month. In addition, the shop imported more summer models such as T-shirts and summer dresses for customers to choose from because the fashion business requires always updating new products according to the weather."
For fashion brands, the situation is not much better. Ms. Nguyen Thi Thu Hien - Canifa fashion store (Ham Nghi street) said: "The weather is not cold so the demand for warm clothes has decreased significantly. Currently, customers mainly choose to buy long-sleeved T-shirts, windbreakers, shirts, dresses, but very few people buy thick down jackets. The store is discounting many products with a discount of 30 - 50% to attract customers."
Yody Fashion continuously implements promotional programs to stimulate purchasing power.
Mr. Truong Thien Nhan - manager of Yody fashion store (Tran Phu street) said: "Although it is the peak month of Tet, purchasing power has not increased. To stimulate consumption, the store is implementing many promotional programs such as up to 40% discount for the second product, the more you buy, the more discount...".
In addition to implementing the stimulus program, retailers also said that the general mentality of people is that only when there is a cold spell will they rush to buy warm clothes. Therefore, shop owners are constantly updating weather information and hoping that there will be a new cold spell to improve business.
Ngoc Khanh
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