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Will it automatically turn into rubbish when arriving in the United States? ——Exquisiteness is work, “rustic” is life

May 28, 2025 15:31 Shanghai

NoahWise Insight

Cross-Border Insights Global Overview|Clothing Bags Category

Source: NoahWise Insight-Cross-Border Insights Global Overview-Clothing Bags Category Sales Revenue in April 2025

2025 May.

Will it automatically turn into rubbish when arriving in the United States?

Exquisiteness is work, "rustic" isLife

“Learn to wear styles until you end up with basic styles.”

There was a type of video that was popular on social media - the changes in the outfits of international students from the United States when they first went abroad and after one month of going abroad. Exquisitely dressed , a slim-fitting suit with short skirt and boots, after a month abroad. Wearing only white T-shirt and sweatpants , a year later, he integrated into the local area and became More and more rustic , and in American TV series Exquisite blonde United States guy The image is very different.

According to e-commerce sales data, people in the United States actually prefer casual and comfortable clothing. Even the popular clean fit this year emphasizes Don’t “overdress” , but to wear basic styles with a high-end feel. In the sales data of clothing categories in other regions such as Russia and Indonesia, the most cost-effective and casual and comfortable clothing is different from the exquisite streetwear on the Internet. For most consumers, leisure and comfort are just what they need.

Don’t dress up unless necessary
Comfort is the first pursuit of United States people

According to AprilUnited States Amazon According to platform clothing sales data, men’s clothing and women’s clothing account for the largest proportion of Sales Revenue, of which women’s clothing accounts for the largest proportion. 52.9% , and regardless of men's or women's clothing, the sales volume in the subdivision Category is the best Leisure apparel.

Source: NoahWise Insight-Cross-Border Insights

People in the United States strictly follow the rules in formal and semi-formal situations. dress code To show respect, in informal situations and without violating basic etiquette, they are more willing to choose casual styles that are comfortable and suitable for sports. This makes basic items such as T-shirts, sweatpants, jeans, and sneakers continue to sell well on various platforms.

Whenever seasons change or holidays approach, the Amazon platform’s outfit guides, self-matching suggestions, and even brand discounts and other activities can once again arouse the consumption boom of these “all-match styles” for commuting or at home.

From a material perspective, United States consumers have Breathable, skin-friendly and elastic fabric The demand has increased significantly.

For cross-border sellers, the clothing distribution strategy in the United States market requires special attention. Integrate multiple scenes "product positioning. For example, a pair of sports pants made of exquisite materials can not only meet the needs of exercising at home or running errands and shopping, but also does not exclude the continued wearing when dining with friends or going shopping.

in design Simple and neat but with a high-end feel , allowing consumers to show their personal style through the matching of small details (such as adding personalized accessories or a beautiful coat). This kind of plasticity is the key to keeping casual clothing at the top of the sales volume.

Casual clothing ranks second in the overall pattern of fashion consumption in the United States. central position , combined with good distribution and market insights into formal wear, dresses and other specific occasion clothing, will be an effective and continuous focus for Amazon platform merchants and even the entire cross-border e-commerce industry in the US market.

Love jeans
Russian fashion items

According to April Ozon According to Pintai Clothing Category sales data, the proportions of jeans, dresses and jackets are much higher than those in the United States, and Russians are even more fond of them for daily wear. jeans.

Comparable to French aesthetics What Russians wear Once all the rage, they can be highlighted in either tight or loose jeans tall and thin figure , paired with a dark brown jacket or leather coat, Simple and stylish.

From the Soviet period when "jeans = a symbol of Western fashion" to today's everyday street wear, jeans have become an important category in the Russian clothing market. Many Russian consumers regard “good jeans” as a must-have item and think they can do both Durable, beautiful and fashionable attributes . In terms of styles, not only regular styles such as classic straight-leg, tight-fitting, and small-leg pants, but Russian consumers are also willing to try different styles such as wide-leg, micro-flare, and high-waist.

Source: NoahWise Insight-Cross-Border Insights

Feimails

Since the Soviet era, "jeans = the top-selling brand of jeans, Feimail, has focused on fabrics and craftsmanship. Thickness and warmth , some styles are equipped with fleece or thickened lining to meet the daily travel needs in the cold climate of Russia.

Feimails is in the product line Provides a wider range of waist and leg length combinations , adapted to Russian people Tall and thin body characteristics , reducing barriers to purchase, returns and exchanges.

There are different designs ranging from classic straight legs and small feet to bootcut and wide legs. They also include lightweight styles suitable for the transitional season from spring to autumn and fleece styles for colder areas.

Russian consumers’ demand for casual and comfortable clothing is highly consistent with global trends, but they have a deeper emotional and cultural connection with items such as jeans. While maintaining the core selling point of “basic style + durability”, if cross-border e-commerce sellers can flexibly use Local social media, optimize logistics distribution and customer service experience, and enhance the warmth and quality of clothing in cold climate conditions , can often obtain long-term and stable development opportunities and reputation in the Russian market.

Cost-effectiveness first
Indonesian people’s outlook on consumption

According to Indonesia region TikTok platform Clothing sales data in April, the proportion of women’s clothing and men’s clothing is almost the same 2:1 , among the top 50 brands in women’s clothing sales, the sales volume is the best JOYBASIC Brand clothing is mostly basic. The price is affordable and cost-effective.

Source: NoahWise Insight-Cross-Border Insights

Basic model

Cost-effectiveness

JOYBASIC main feature concise Design styles, such as solid color T-shirts, dresses, shirts, casual pants, etc., are easy to match with daily clothing or accessories. The price positioning is close to the people. The single price of most products is within the range generally acceptable to Indonesian consumers, and is often Promotional or package deals , to meet the demand for cost-effective clothing. Product quality takes into account basic fabric comfort and durability, allowing consumers to appreciate " Affordable and can be worn for a long time "This selling point is even more recognized.

suit

Source: NoahWise Insight-Cross-Border Insights

Most of the top products in women’s clothing are promotional sets, with multi-piece clothing accounting for nearly 32% , which is in line with the general consumption concept in Indonesia—— Cost-effectiveness comes first, buy more items for less money Can greatly stimulate the desire to buy.

For cross-border merchants, if they can use Price advantage We launch cost-effective sets, such as two- or three-piece T-shirts, trousers, dresses, etc., which can be freely matched with different colors or styles to satisfy consumers’ desire to “spend less and get more wearable items.” For specific seasons or occasions, such as home casual suits, workplace commuting suits, vacation outfits, etc., allowing consumers to Save yourself the trouble of matching , can also quickly increase the unit price per customer.

While ensuring that the focus is on “basic models”, you can try to incorporate some products that may be best-selling Small items (such as knitted sweaters, plaid shirts, etc.) are bundled together to provide a variety of combination options for users who like to try new styles.

TikTok

TikTok is extremely influential among young consumers in Indonesia. Many people use short videos and live broadcasts to learn about and purchase trends or daily items. Promotional offers and interactive gameplay in the live broadcast room (Lotteries, order combinations, limited-time discounts, etc.) effectively drive impulse consumption and further increase sales volume.

For cross-border merchants who are deeply involved in Indonesia, they should take advantage of TikTok platform’s powerful short video and live broadcast marketing capabilities . In the future, as Indonesia's e-commerce scale continues to expand, local and international brands that pay more attention to practical and cost-effective clothing will still have broad room for development.

Exquisiteness is work, "rustic" is life

sales volume inspection quality

Basics are the intersection of fashion and practicality

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Looking at the cross-border e-commerce clothing sales data in the three major regions of the United States, Russia and Indonesia, it is not difficult to find "Leisure and comfort" and "cost-effectiveness" It has become the core demand of modern consumers. Regardless of regional and cultural differences, around "Quality, comfort and practicality" The products and services created are always the common password leading to higher user reputation and stable sales performance.

About NWi

Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.

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