Introduction

The women's bottoms market holds significant importance in the global consumer landscape. It caters to the diverse fashion needs of women, constantly evolving with changing trends. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a large and engaged audience, enabling brands and merchants to showcase their women's bottoms products in innovative ways, leveraging the power of short videos and user-generated content.

Category Market Overview

According to authoritative sources, the women's bottoms market in the US has been experiencing steady growth in recent years. The market size has been expanding, driven by factors such as increasing fashion consciousness among women and a growing preference for online shopping. Consumer demand changes have been notable, with a shift towards more comfortable yet stylish options. For instance, there has been a rising demand for leggings, joggers, and wide-leg jeans. The growth trends indicate a continued upward trajectory, with the market expected to further expand in the coming years.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the sales performance of women's bottoms showed interesting patterns. The GMV Gross Merchandise Volume for women's bottoms was 1960.87 million US dollars, with a quarter-on-quarter QoQ decrease of 12.24%. The sold count was 672,800, showing a QoQ decrease of 17.05%. However, some products stood out. For example, PacSun Women's Casey Astrid Low Rise Baggy Jeans had a sold count of 16,100 and a GMV of 620,400 US dollars, with a remarkable GMV QoQ growth of 117.16%. The popularity of such products can be attributed to their trendy designs, quality, and effective marketing on the platform. Brands are leveraging TikTok's features like video bloggers to showcase their products, which is influencing the sales growth.

Brand Case Analysis of the Specific Category

Several brands performed exceptionally well in the women's bottoms market on TikTok in December. Pacsun, for instance, had a GMV of 137.94 million US dollars with a QoQ decrease of 9.87% and a sold count of 37,100. They offer a wide range of women's bottoms, and their marketing strategies likely involve collaborating with popular video bloggers to increase brand visibility. Comfrt also had a significant presence with a GMV of 135.3 million US dollars and a QoQ decrease of 11.29%. Their focus on unique designs and quality products might be contributing to their sales. Edikted, on the other hand, showed a strong GMV QoQ growth of 80.4% with a GMV of 116.13 million US dollars, indicating effective marketing and product offerings that resonate with the TikTok audience.

Conclusion

Overall, the women's bottoms market on TikTok in the US during December had its own set of trends and challenges. While the GMV and sold count showed some declines in certain aspects, there were also products and brands that experienced significant growth. For cross-border merchants, it is advisable to focus on trendy and comfortable designs, collaborate with popular video bloggers for marketing, and stay updated with the changing consumer preferences. Looking ahead, the market is expected to continue evolving, with more opportunities for brands to engage with the TikTok audience and drive sales through innovative marketing strategies.