The fashion item once dismissed as unfashionable - the so-called "ribbed down jacket" - has made a remarkable comeback. This revival isn't merely a nostalgic trend but the result of coordinated efforts across the fashion industry, supply chains, and e-commerce platforms. One entrepreneurial couple from Shenzhen capitalized on this niche trend, transforming their Taobao store into a business with annual sales exceeding 100 million yuan within just four years, while simultaneously claiming the top spot in their category. How did they achieve this?
From Ugly Duckling to Fashion Staple
The "ribbed down jacket," named for its closely quilted seams resembling ribs, distinguishes itself from traditional puffer jackets through its lightweight, form-fitting design that avoids bulkiness. This versatility allows effortless pairing with hoodies, suits, and various styles, catering to modern consumers who seek both fashion and comfort. Social media influencers have fueled the trend by showcasing their ribbed down jacket outfits, significantly boosting its popularity.
Market data reveals impressive sales figures: Taobao brand "alright then" sold over 10,000 units of ribbed down jackets in a single season, generating millions in revenue and propelling annual sales past the 100 million yuan mark. Similarly, "Lemanism" achieved nearly 20 million yuan in gross merchandise volume (GMV) for their ribbed down jackets within two months of launch - outperforming other bestsellers by tenfold.
The Systematic Mechanics Behind the Trend
As illustrated in The Devil Wears Prada , fashion trends rarely emerge spontaneously but are systematically driven by industry forces. The ribbed down jacket phenomenon similarly stems from shifting design philosophies, agile supply chains, and e-commerce platform support.
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Design Philosophy: The Rise of Utilitarianism
Recent years have seen "functionality-first" dominate fashion design. Runways globally featured slim-fit, finely quilted down vests and coats, challenging the stereotype that warmth requires bulk and making downwear acceptable for formal occasions. This trend first gained traction among international celebrities and influencers before permeating mainstream women's fashion. -
Platform Advantage: Predictive Analytics
Taobao's fashion trend team identified "ribbed styles" and "turtleback designs" as key directions for down jackets as early as July 2025, sharing these insights with merchants through Qianniu platform and seller communities. This forward-looking intelligence provided crucial guidance for businesses. -
Merchant Agility: Rapid Iteration
Entrepreneurs like Roy of "alright then" and Xuesong of "Lemanism" recognized the trend's potential during summer months. Within two months, they finalized patterns, developed specialized fabrics, perfected quilting techniques, and launched products by autumn. The results were extraordinary: Roy achieved monthly sales exceeding 10,000 units, while Xuesong's two styles approached 20 million yuan GMV. By winter 2025, Taobao searches for "ribbed down jackets" surged 450%, with orders increasing 650%, enabling multiple stores to surpass 10,000 monthly sales.
Entrepreneurial Success in Challenging Times
Amid intense competition, rising return rates, and escalating customer acquisition costs in the apparel industry, Roy and designer Danyang launched "alright then" in 2022 with a simple premise: creating well-fitting clothes they couldn't find elsewhere. Their initial collection of seven multifunctional pieces - including sleeveless vests and wool-blend hybrid jackets - took eight months to perfect.
After launching on Taobao, "alright then" quickly attracted women aged 20-35 through precise tailoring and craftsmanship. The team has since expanded to 70-80 members, releasing 30 new styles monthly with four dedicated designers. Danyang maintains rigorous quality control by personally testing every new product.
In March 2025, the brand collaborated with Taobao Fashion for its debut runway show, elevating the platform from mere sales channel to strategic partner. When trend reports highlighted ribbed down jackets, Roy - despite no prior experience with downwear - recognized this as one of few certainties in an unpredictable market.
From Taobao Success to Future Trends
The 2025 winter season saw "alright then" surpass 100 million yuan in annual sales through ribbed down jacket success, topping Taobao's "European/American Streetwear" category. The team now explores emerging trends while expanding product boundaries. Their journey demonstrates how small-to-medium businesses can thrive by identifying niche movements and responding swiftly to market shifts.
The ribbed down jacket's resurgence represents more than a passing trend - it exemplifies successful collaboration between fashion systems, e-commerce platforms, and adaptable entrepreneurs. The Shenzhen couple's achievement proves that even in saturated markets, opportunity and innovation can realize entrepreneurial ambitions.