When the economic situation is in the doldrums, people are buying new products. clothes The desire is also dropping. A large number clothing The semi annual report of enterprises is the best evidence. Among them, sports and leisure brand performance was the most bleak, the net profit in the first half of 361 fell by 22.9%, the net profit in the first half of dropped by 43.3%, the income in Kappa decreased by nearly 40% in the first half of the year, and the 569 stores were closed; in the first half of, the net profit fell by 80%, and the whole year was expected to be lost.

Statistics from the National Bureau of statistics show that the total retail sales volume of 100 large retail enterprises in China has dropped to a lower level than that in the financial crisis.

In the financial crisis, the thriving luxury goods industry also showed signs of a slowdown this year - even in the discount season, most customers are on the sidelines. Gucci growth dropped from 11.6% to 10%, while BURBERRY sales in China dropped from 30% to 15%, while Herm s two less than 5% in the two quarter.

　　 Garment industry In a slump, lingerie enterprises have sprung up. In the first half of 2012, the underwear brand named Anli Fang, which listed on the Hong Kong stock exchange, made a total profit of HK $113 million, a net profit of 23.1% and a gross margin of more than 81%. The famous underwear brand Vitoria's Secret parent company Limited Brands announced on Thursday that its same store sales increased 8% in August, while the biggest meritorious service was Vitoria's secret, which increased 9% of its sales volume.

　　 Underwear Why can the brand thrive in the doldrums of the industry? It is summed up in the industry as "lipstick effect". When the economy is in a downturn, the "cheap little luxury" industry that can give people psychological comfort and satisfaction will grow on the contrary.

The "lipstick effect" economic theory was first put forward in the Great Depression of the United States in 1930s. Lipstick as a "cheap and unnecessary thing" can play a "comfort" role for consumers, especially when the soft and moist lipstick touches the lips.

Economists believe that Economics In a recession, people still have a strong desire for consumption, but they will instead buy products that are cost-effective. This has been corroborated by the worldwide economic and financial crisis in 2008, when the lipstick and mask sales in the United States increased, while hairdressing, massage, watching movies and other "relaxed consumption" were also very popular, showing a sharp contrast with the sales volume of other commodities and luxury goods.