Top 15 Brands in Footwear, Apparel and Accessories: Somatosensory Technology Reinvents Summer Protection | The World Research Consumption Index Brand List Vol.65

During this monitoring period, UR, Uniqlo, and Septwolves ranked in the top three in the comprehensive popularity list with comprehensive popularity scores of 1.78, 1.68, and 1.66 respectively.

Image source: Shiyan Big Consumption Index

Apparel brands focus on protective technology to enter the summer market, and sensory technology reshapes daily protection scenarios

Judging from the industry trends this month, brands are breaking down "functions" into more granular scenario solutions. A deeper change is that "functions" are replacing "styles" as the primary reason for purchase. Uniqlo launched its new summer proposition "Comfortable for Summer" this month, focusing on three summer collections: AIRism, UV protection, and cool linen. It put forward the dressing concept of "lightweight, breathable, and unrestrained", emphasizing the natural aesthetics of technology to meet the growing core needs of users for going out and sun protection. As a representative of emerging underwear brands, Beneunder continues to deeply explore the scenario-based innovation of basic styles with its "sensory technology" gene. Its summer strategy is not simply piling up the concept of "cool feeling", but focusing on high-frequency and easily overlooked sensory pain points. The brand is good at naming products according to segmented scenarios, such as "Cold Noodles" sun protection jackets and "Air Cup" underwear. This naming method itself is an embodiment of scenario-based thinking. In addition, the new "Little Cool Breeze" series of the women's underwear brand ubras has a concentrated outbreak. The products feature corn-based cool yarn + water-drop breathable cups. The official claims that they are cool on contact, antibacterial, and breathable, hitting the pain point of "not feeling stuffy during commuting".

Consumers no longer simply pay for "good looks", but for "effectively solving specific pain points in a particular scenario" - this requires brands to have both the ability of "technological narrative + scenario story".

Fashionable apparel cultivates the "fashion must-have" mindset of trendy people by strengthening social attributes

This issue's footwear, clothing, and accessories list not only reveals the rise of functional consumption but also outlines the distinct characteristics of summer fashion consumption: the demand for scenario-based dressing has skyrocketed, the social attributes of fashion items have been strengthened, and the boundaries between luxury and fast fashion continue to blur. The UR brand, which ranks first in this issue's list, also ranks first in search popularity. Its core driving force lies in becoming the "planting center" on platforms such as Xiaohongshu. Its summer collections (such as spicy girl camisole dresses, commuter-style linen suits, and vacation-style printed shirts) are not isolated items but preset complete scenario dressing templates for workplace commuting, weekend dates, short vacations, and nightlife. Popular notes such as "A Week's Outfits at UR" and "UR's Vacation Goddess Dresses" shared by users on Xiaohongshu are essentially secondary dissemination of the brand's scenario-based solutions. When users buy UR products, they are not only getting clothing but also obtaining social capital for creating content like "Dressing like a luxury brand on a budget" on platforms such as Xiaohongshu and Douyin.

As an emerging brand of Crocs shoes, Crocs officially announced Tan Jianci, Bai Lu, and other brand spokespersons this month. It also simultaneously launched more than 20 summer Zhibixing shoe charms and co - branded limited - edition shoe accessories and shoe styles with IPs such as Swarovski and "The Simpsons". It positions Crocs shoes as must - have items for summer leisure and social scenarios such as camping, music festivals, and urban roaming, giving users a high degree of space for personalized expression and turning a single product into a "fashion canvas" carrying individuality.

List description

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Heatwave Index List", "Consumption Popular Event List", and extended list reports within the corresponding scope. It aims to objectively and truthfully present the trend characteristics of the consumption world through index evaluation, helping the industry and brand owners continuously track consumption market trends and providing references for enterprise operations to enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor, beauty and cleaning, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health - a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines public data from mainstream platforms and data precipitation from the Shiyan Big Consumption Platform under the umbrella of Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly noted that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third - parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not be liable for any losses or damages caused by the use of the information in this report.