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2024
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Is cashmere clothing worth thousands or even tens of thousands of yuan
One sheep's wool can make five woolen sweaters, while five goats' wool can only make one cashmere sweater. Due to its scarcity,
One sheep's wool can make five woolen sweaters, while five goats' wool can only make one cashmere sweater. Due to its scarcity, cashmere is also known as the "soft gold", and a cashmere sweater often sells for a high price.
Recently, the domestic cashmere brand Ordos has sparked widespread discussion among consumers due to pricing issues.
Cashmere sweaters and coats, once seen as "only worn by mothers and grandmothers," are gradually becoming the embodiment of fashion. Whether the selling price of thousands or tens of thousands of yuan is due to excellent quality or a premium for fashion brands has become a hot topic of concern for many people. For most consumers, are cashmere garments with higher prices worth it or not?
Transforming Fashion
Located in the the Inner Mongolian Plateau, Ordos City contributes about 1/4 of the cashmere output of the country. Ordos Cashmere Group, located in the city, has also become the representative of domestic cashmere enterprises in the minds of many consumers.
In the memory of Ms. Zou, a consumer born in the 1990s, about 20 years ago, her mother purchased a gray cashmere sweater at the Ordos counter in a shopping mall. "At that time, the price was already over 1000 yuan, which was considered very expensive among the clothes purchased by her parents
In addition to the selling price, before the transformation, Erdos still had problems with monotonous and simple designs and slightly exaggerated color patterns in many of its products, which was also the reason why it was once regarded as a "mom style" by young consumers.
Fortunately, after 2015, Erdos began to transform and upgrade its brand, and successively split and established five new brands under its umbrella: 1436, ERDOS, Erdos 1980, BLUE ERDOS, and Erdos KIDS. Among them, 1436 mainly promotes high-end product lines, ERDOS "represents the four seasons of China's middle-class quality population", Erdos 1980 inherits the style and quality of old brands, BLUE ERDOS emphasizes targeting young urban men and women, and erdos KIDS focuses on cashmere children's clothing.
From the aspects of clothing design and store image, the upgraded Ordos has achieved further convergence towards fashion. In addition, the selection of spokespersons also complements the brand. After model Liu Wen became the spokesperson, I feel that the brand's level has been elevated and the design has become more attractive, "said Ms. Zou.
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