As winter sets in, down jackets once again become wardrobe staples and a fiercely contested product category among brands. From product launches, fashion shows, and retail strategies to celebrity endorsements, the market for down jackets is abuzz with activity.
Professional down jacket brands such as Bosideng, Moncler, Canada Goose, and Moose Knuckles continue to release regular collections, limited-edition items, and collaborative designs. Meanwhile, sports and outdoor brands like DESCENTE, lululemon, and Bogner are significantly expanding their offerings in this category. Luxury brands such as Chanel and Burberry have also spotlighted down jackets in their fall/winter collections.
The enthusiasm of Chinese consumers for down jackets has attracted increased investment from global brands. For instance, Moncler and Moose Knuckles have brought large-scale fashion shows to the Chinese Mainland. Simultaneously, leading Chinese down jacket brands are venturing onto the international stage: Gao Fan and Yalu 1972 debuted at Paris Fashion Week, while Duck and Ai Lei Yi showcased at Milan and London Fashion Weeks, respectively.
On the retail front, Chinese domestic brands like Tanboer and Bosideng are upgrading their store aesthetics. International down jacket brands that have recently entered the Chinese market, such as Nobis and Moose Knuckles, are rapidly expanding their presence with the support of local partners.
Over the past year, Chinese down jacket brands have announced high-profile celebrity endorsements to elevate their brand image and attract attention. For example, Gao Fan named actress Yang Mi its global ambassador, Qianrengang announced actress Liu Tao and actor/singer Jerry Yan as its brand ambassadors, and Snow Flying appointed actor Cheng Yi as its global brand ambassador.
The robust investment by domestic and international brands, coupled with sustained consumer interest, is fueling the booming Chinese down jacket market. According to data from the China National Garment Association, between 2016 and 2021, the Chinese down jacket market grew at an average annual rate of 12.7%, outpacing the overall apparel market. By 2025, the market size is projected to reach RMB 250 billion (approximately USD 34.2 billion), with further growth potential.
Luxe.CO Intelligence, the fashion industry research institution under Luxe.CO, has been closely monitoring global and Chinese down jacket market dynamics. Currently, its research spans 28 professional down jacket brands. In 2020 and 2022, Luxe.CO Intelligence published comprehensive reports on global down jacket brands, analyzing market structures and development trends.
In December 2023, Luxe.CO Intelligence, in collaboration with the China Down Industry Association and Douyin E-Commerce, released the White Paper on the Quality of Premium Goose Down, which delves into consumer perceptions and preferences for down jackets and their filling materials through first-hand research. It also examines the raw materials and production processes of down jackets.
This time, based on Luxe.CO Intelligence’s comprehensive collection of brand activities from January to December 2024—including 255 brand activities by 19 international brands and 24 Chinese brands (20 of which are professional down jacket brands and 23 are fashion and outdoor brands)—we present the Global Down Jacket Brand Development Trends and Observations on the Chinese Market. This report systematically analyzes the competitive landscape and innovative strategies within the down jacket industry.
Through an analysis of these 255 brand activities, we identified seven major trends in the global down jacket market and four major trends in the Chinese down jacket market.
Highlights from the Past Year:
- Among the 19 international brands, there were 120 brand activities in the Chinese market. The largest share, 43%, focused on products, followed by store-related activities (27%) and offline marketing (16%).
- For the 24 Chinese brands, 135 brand activities were recorded domestically and internationally. The largest proportion, 37%, was dedicated to offline marketing, followed by product-related activities (24%) and brand communication efforts (18%).
The report features 47 representative brand business cases, offering industry readers valuable insights into how brands with diverse backgrounds are deepening their presence in the Chinese down jacket market. It also provides a perspective on the future direction and growth trajectories of this vibrant niche market.
About Luxe.CO Intelligence
Luxe.CO Intelligence is a one-of-a-kind research and consulting platform for the global fashion industry. Rooted in China and offering a global perspective, it delivers forward-looking consumer insights, industry research, and strategic advisory services.
Leveraging its robust industry network, data intelligence, and knowledge system, Luxe.CO Intelligence focuses on luxury, fashion, beauty, and lifestyle industries. Through structured business information, in-depth sector studies, efficient primary research, rich case studies, and strategic foresight, it provides industry leaders with the best decision-making references.
Explore all reports published by Luxe.CO Intelligence: https://luxe.co/page/hlzk
Contact for Collaboration: lci@luxe.co
