From the zhou dynasty onwards, Chinese people used the bird’s feather and beast’s fur to make clothes, which called plumage. It is not unique, but it has its counterpart.
In han dynasty people made clothes by the yak hair. In tang dynasty people took goose furry as the flocculent material. The down jacket has been popular in China since the 1980s. At that time the standard of the shell fabric as well as the processing level is not high. Design styles were compare drab. The content of cashmere was low while the quantity of filler was cheesy. What’s worse, the appearance was unsightly. Thus the down jacket was named as bread jacket. As the craft and technology progressing, the down jacket has become a crucial component in the fashion area, which has become the indispensible items of the daily living equipment in the winter. The development tendency of the down jacket manifested in four ways: fashionization, casualization,personalization, athleticization.
Ⅰ Fashionization
The down jacket will become the mainstream of the fashion tendency. The better the living conditions, the higher the people’s pursuit of beauty. As the weather become warmer in recent years and the circumstances of entertainment places be more and more comfortable,keeping warm is no longer people sole purpose of dressing down jacket. As for the production technology, the down jacket can already be soft and warm. People more and more are particular about body their figures today. Thus the unique texture,which other clothing cannot be compared, catering to the tastes of most people.
Ⅱcasualization
The down jacket tend to be more leisure, thus opening a broad space on the fashion area. As for the attire people pay more stress on the variety and comfort. Leisure clothing reflect that people enjoy a better life of optimism and comfort. The Leisure clothing embody the free, easy,comfort, optional and relax.
Ⅲ Athleticization
The sportswear -like down jacket will become the new favourite in winter. With the 2008 Beijing Olympic Games approaching, the national sports will become a hot social life style. Sports are going to be popular among mass people, which will bring sportswear consumption to a climax. Among all the functions, the sports function will be more outstanding. People will pay more attention to the down coats, especially the down jackets which are suitable for running, skiing, skating, ice hockey.
Ⅳ Personalization
The down jackets which with distinctive characteristics will become unconventional and unorthodox. One of the distinctive characters of the new-century consumers is that they stress the personality most. The down jackets are no exception. Such as his-and-hers-jackets, the mother-and-child-jackets are particularly popular. With the improvement of the technology, the down jacket will be more attractive and comfortable in the future. May you like it!