As winter sets in, the most iconic seasonal apparel category, down jackets, once again becomes the focal point of intense market competition.
LuxeCO Intelligence, the fashion industry research arm of Luxe.CO has officially released its latest report: “2025 Down Jacket Brand Development Trends.”
China is not only the world’s largest producer of down jackets but also a pivotal consumer market globally.
In 2024, the market size for down jackets in China exceeded RMB 227 billion (approximately USD 31.6 billion), up 15% year over year. It is projected to reach RMB 250 billion (approx. USD 34.8 billion) in 2025. According to the latest financial reports of overseas-listed down jacket companies Moncler and Canada Goose, the Chinese market remains their most crucial growth driver, continuing to lead core markets across Asia and the globe.
LuxeCO Intelligence has been consistently monitoring the development of the global and Chinese down jacket industries. The first edition of its “Global Down Jacket Brand Research Report” was released in April 2020, followed by updated editions in December 2022 and January 2025.
After several years of a booming “down jacket trend,” the industry and its leading brands are now entering a new phase of development, facing both new opportunities and emerging challenges.
The price of down—whether duck or goose, which is the most critical raw material for down jackets—has been rising steadily in recent years. This makes it increasingly difficult for companies to manage raw material costs, placing higher demands on their operational capabilities.
Due to the seasonal nature of the category, down jacket brands are inherently constrained. As they work to shape a mid-to-high-end professional brand image, how to achieve year-round product diversification remains a long-term challenge.
In the winter marketing battlefield, brands must think strategically about how to craft differentiated marketing campaigns around key values such as warmth and lightness. Leveraging the emotional resonance and design innovation of down jackets will be critical in driving both brand narrative and commercial performance.
In today’s relatively sluggish high-end consumer market, one of the greatest challenges for Chinese down jacket brands on their path to premiumization is how to continuously build a high-end image in the minds of Chinese consumers and genuinely gain pricing power.
Based on LuxeCO Intelligence’s comprehensive tracking of the Chinese down jacket market since January 2025, this report presents 55 case studies from 47 brands operating in China. These include 13 specialized down jacket brands, 22 sports and outdoor brands, and 12 fashion and luxury brands. The report analyzes current market trends and examines how brands are responding to the aforementioned challenges.
We are witnessing a surge in performance among the world’s three leading publicly listed down jacket companies—Moncler, Bosideng, and Canada Goose:
Moncler has pioneered the concept of the “luxury down jacket” and has evolved from a purely functional brand into a true luxury player. Its brand elevation strategy offers valuable insights for the entire industry (see chart below).
Canada Goose appointed renowned fashion designer Haider Ackermann as Creative Director, enhancing both the creative design of its down jackets and the brand’s appeal across all seasons.
Chinese down jacket brands are continuing to advance their premiumization strategies: Bosideng has partnered with internationally renowned designers to develop high-end product lines, building a comprehensive premium product matrix. GaoFan, transitioning from an online-first approach to physical retail, has opened more than 10 stores within just one to two months.
Beyond the specialized down jacket brands, sports and outdoor brands, as well as other apparel companies, are also strengthening their efforts in the development and promotion of down jacket offerings. From fill materials, quilting techniques, and filling methods to outer and inner fabrics and silhouette design, multidimensional innovations in product details continually push the boundaries of the down jacket category.
In addition, numerous niche overseas down jacket brands are actively expanding their presence in the Chinese market with strong support from local operators…
Click here to download the report
(Available exclusively to Luxe.CO subscribers)
About LuxeCO Intelligence
LuxeCO Intelligence is a one-of-a-kind global research and consulting platform focused on the fashion industry. Based in China and guided by a global perspective and deep industry insight, LuxeCO Intelligence continuously delivers forward-looking consumer insights, industry research, and strategic consulting services.
Leveraging its growing industry network, data intelligence, and knowledge system, LuxeCO Intelligence focuses on the luxury, sports and outdoor, fashion accessories, beauty and fragrance, and lifestyle sectors. Through structured business intelligence, in-depth segment research, efficient primary research, rich case studies, and strategic foresight, it provides industry leaders with optimal decision-making support.
Explore all LuxeCO Intelligence reports: https://luxe.co/page/hlzk
