Why Is The Internet Dressing Room So Bland?

Non independent brand clothing net sale B2C enterprise " Fitting net Recently, attracting 20 million investment, the goal of this commercial platform is to build a high-end women's wear supermarket, and has made full preparations. The main feature of the "fitting screen" is Network fitting room This form is not rising Of Pattern As early as the beginning of 2000, however, the network fitting has not become a big climate. What causes the development of the network fitting room? What kind of measures can improve the platform? Is it possible to find the fitting point of the fitting test and the market?

　　 Ups and downs of fitting nets

In 2006, the fitting network was located in the "virtual shopping website" at the beginning of its founding. It simulated the shopping streets and shops in the real world with 3D technology, and attracted consumers to try and buy online virtual shops. However, most of the clothing brands gathered on the fitting platform are mainly small and medium-sized brands, and famous brand stores are still selling in mature traditional channels.

The second attempt is to build bridges between customers and clothing brands. On the one hand, the latest style and fashion information of the clothing brand are transmitted to consumers, on the other hand, it helps consumers get preferential discount tickets such as discount coupons that they can buy on the clothing net. And this attempt was premature because of the imitated version of the famous clothing brand afraid of the layout.

Nevertheless, the fitting net is preparing for its third attempt. Despite the development of the fitting apparel network, three investments can be made, namely, the "angel investment" of 5 million yuan when the fitting net was established, and then the US Wan de Group invested 9 million yuan. In April last year, the fitting net won another 20 million yuan PE investment, which was mainly used for channel laying and the establishment of a physical store channel model. From the investment situation, we can see that the "network fitting" business form still has certain space and market, and the key is how to catch the most needed market. {page_break}

　　 Why is the Internet dressing room so bland?

The main product of the fitting screen is the "network fitting room". CEO, the Dragon screen, has made an in-depth analysis in the early stage of the business, targeting the consumers on the urban women. Therefore, besides the main products, the fitting network is also supplemented by the dissemination of brand information, knowledge and beauty tips. The main product, which is different from other women's websites, is the development of the "network fitting room".

In order to find out, reporters in the fitting net experience a "network fitting". After clicking the fitting room, you can choose the scene according to the situation and set up your own situation, such as your own size, hairstyle, height, hips, waistline, chest circumference and so on. After adjusting to be closer to me, I can start fitting. In a few seconds, I can complete a fitting. At the same time, the system will also provide some accessories, such as sunglasses, bags, belts, etc. After the test is finished, you can also save your favorite collocation. However, in the process of trial loading, there is no strong desire to buy.

Reporters in the subsequent investigation found the following situations: private employees, Ms. Shen after the experience of the fitting network, said: "the whole fitting process is like playing games, much like QQ show. I think I will not buy clothes on the fitting line. First, the style of clothes is not new and monotonous. Two, I am still not satisfied with the network models, or I am not sure about my own figure. Maybe there are some deviations in the clothes that the models wear. Chang, a member of Taobao's Taobao, said after the experience: "the pattern of fitting clothes is similar to the hairstyle design network of the early years. But most people are treated as games. The average female consumers are very concerned about their hairstyles and clothes. If the clothes bought after fitting tests are quite different from the expected ones, I believe there will be no more motivation for the two purchase. It seems that there is not much publicity on the fitting net, and the people around it do not know much about it.

In the survey, reporters found that many women consumers after the experience, have said that after the fitting, the color of clothing, style and fabric and product conforms to the degree of concern. 3D fitting is just to stereoscopic the network fitting model, and can not show the fabric of the clothing perfectly.

In view of this, the setup of models is a technical factor hindering the development of fitting nets. From the initial 2D to the current 3D vision technology, it still can not meet the needs of consumers. At the same time, try out the clothing network should intensify propaganda, change the public image marketing strategy, expand the influence. The most important thing is to make adequate market research and locate target consumers as urban women, and make appropriate adjustments according to their consumption psychology and consumption habits. Everything is based on serving the target consumers. {page_break}

　　 How to solve the defects of fitting net

Recently, the fitting net has introduced the core product, the "fitting mirror", which is mainly driven by three or four line cities, combined with the physical shops and beauty salons. The mode of the try fitting net is directed from the Internet to the physical shops under the line. With the help of the fitting mirror and the powerful influence of the network sharing, the female customers can share the fashionable clothing of 2000 brands in the local beauty salons and clothing stores. The "fitting mirror" has changed the monotonous style of clothing in the past and the number of models with errors.

The fitting mirror is mainly composed of a 1.8 meter high display screen and a 19 inch touch screen computer (also known as the fashion collocation machine) and a POS mirror. The customer touches the touch screen to experience the fashion styles of the world around the world, including 11 styles: simple, cute, sexy, noble, nostalgic, fashionable, professional, leisure, sports, non mainstream and gentle. The match includes 8 kinds of office, business, dating, party, shopping, home, tourism and sports.

The fitting net predicts that by the end of this year, its franchisees will grow to 1000, 6000 next year, and 10000 next year. The selection of physical clothing shops and beauty salons is the first to make up for the lack of technical level. The introduction of fitting mirror products can omit the link of network models, and the clothes people themselves act as "models". Secondly, the fashion apparel provided by the fitting apparel net can meet the needs of the vast majority of consumers. The most important thing is that the 2000 products are popular at home and abroad. The strong network technology support can avoid the time difference between the previous season's women's clothing from abroad to the domestic market, and then from the first tier cities to the second tier cities. The magic mirror of the fitting screen can enable the customers of the three or four line cities to buy the clothing that is popular in the first tier cities and even abroad at a lower price in the three or four tier cities.

If we want to further expand the influence of the fitting clothing network, we should work together with the well-known clothing brands to make joint efforts for the two sides. Designers of clothing stores have moved their brains elsewhere in the shops, but often ignore the need for improvement in fitting rooms. Warnaco, the largest underwear manufacturer in the United States, feels that women often buy the wrong size of underwear, so they put up a guide for Underwear Size Selection in the fitting rooms around the world. The famous American department store Bloomingdales store in New York is one of the first shops to try "interactive fitting". The fitting people do not need to walk into the fitting room. There is a smart mirror outside the fitting room. The clothes that the customers are looking at can be displayed in the mirror. As long as you can go to the front of the mirror, you can see the image after putting on the new clothes. Then, they quickly send their images in front of the mirror to a website through the touch screen on the wall, and their family members and friends can see it at home and send out an evaluation soon.

The fitting room is also equipped with a small wardrobe with RFID automatic identification technology. As long as you hang your clothes in this wardrobe, the system will scan the relevant information of the clothes through RF, and display it on a touchable screen, including the color, size and price of the clothes, so that people who try clothes can be selected again. Moreover, there is a "video magic mirror" in the fitting room. When people stand in front of the magic mirror, the magic mirror will slowly play the multi angle and omnidirectional moving images of the fitting person.

For mature practices abroad, similar websites in China can also be used for reference. In short, the use of huge Internet support, plus advanced technology products, fitting clothing network and fitting mirror will gradually change people's consumption psychology and consumer behavior, and set off a new round of women's clothing network sales revolution.