Why are wool coats expensive?

Why are wool coats expensive? Revealing the value logic behind high-end fabrics

Recently, as the demand for autumn and winter changes sharply, wool coats have once again become a hot topic on social platforms. Data from Xiaohongshu, Weibo and other platforms show that topics such as #WOOL COAT IS EXPENSIVELY and #How TO CHOOSE A WOOL COAT# have been read more than 50 million times in total. This article will analyze the reasons behind the high price of wool coats from the three dimensions of raw materials, craftsmanship, and brand premium, combined with hot data from the entire network.

1. Raw material cost: Wool quality determines the price ceiling

The data shows,The annual production of top-quality Merino wool accounts for only 5% of the world's total wool., its fiber fineness can reach less than 16 microns (human hair is about 75 microns), and its warmth retention and breathability far exceed ordinary chemical fiber materials. A recent popular Douyin video "Full Record of Wool Collection" revealed that the annual wool production of a Merino sheep is only enough to make 1-2 coats, and the manual sorting loss rate is as high as 30%.

2. Process complexity: 30 processes from raw materials to ready-made garments

In the hot topic on Weibo #TheBirth of a Coat, an Italian brand exposed itsDouble-sided cloth technologyIt needs to go through special processing such as "cutting pieces - alignment stitching - invisible edge closing", and the labor cost of a single piece exceeds 2,000 yuan. The actual measurement and comparison by the UP owner of station B shows that the shrinkage rate of cheap wool coats after washing can reach 8%, while high-end products can be controlled within 1%.

3. Brand and market factors: consumers pay for experience

Analysis of Xiaohongshu’s grass-growing notes shows that,"Lifetime Warranty",“Free dry cleaning”Such service commitments have increased the repurchase rate of high-end brands by 40%. In addition, environmental issues have heated up recently, and the prices of products certified by the "Wool Mark" have generally increased by 20%, reflecting consumers' recognition of sustainable production.

Conclusion:The high price of wool coats is the result of quality, craftsmanship and brand value. JD.com’s Double 11 pre-sale data shows that sales of wool coats priced above 3,000 yuan increased by 35% year-on-year, indicating that consumers are shifting from being “price sensitive” to"Value recognition". When purchasing, it is recommended to distinguish authenticity through burning tests (real wool has a burning smell) and checking the stitch density (not less than 12 stitches per inch).