Marry Ma'S "Custom" Wealth

From retiring T to designer and boss, she never seems to be out of sight.

Almost all of her clients are famous, and one of the best customers has made many people love and hate her because she is the second woman to know his size after Vitoria Beckham.

This is Marry Ma and her.

Aim

What exactly is the advanced customization of clothing?

In Marry Ma's view, advanced customization is the highest level in the fashion industry and the ultimate dream of fashion designers and dresser.

Because of this, in 2003, after many years of immersion in T, she did not hesitate to choose the business route of clothing advanced customization, and set up her own business.

"From the production process of a garment, its complexity is not comparable to that of ordinary garments."

Marry Ma gave a concrete example to explain the difference between Maryma and other garment making routes. For example, in addition to high-grade fabrics and sophisticated design, an extremely complicated embroidery design may take thousands of hours. A twill suit will take 320 hours, and a wedding dress with a set of drills will take more than 400 hours.

And in the sales channel, Maryma also did not take the downstream distribution route because of the concept of advanced customization. From upstream raw material procurement, design and manufacture to sales, it was completed in Beijing's experience center.

This result naturally makes the price of customized garments expensive.

The price of an ordinary business dress is around 15 thousand, and the price of business men's wear is about 20 thousand yuan.

However, Marry Ma is well aware of the challenges posed by high-end positioning and pricing. If short-term marketing is to rapidly increase sales, it will be very difficult and the cost will be very high.

Therefore, she adjusted the strategy to make the product form word-of-mouth with similar consulting services.

For example, when a customer comes, he should first carry out more than 50 parts of his body, and then get to know his personal background, interests, personality traits, occasions of clothing and other personal information.

Next, determine the design, color matching and fabric.

Before making garments, customers should cooperate with the 2-3 fitting.

Such a process takes 20 days to 1 months, and involves many specific professional links.

So, on target customers, Maryma is targeting a group of people at the top of Pyramid.

"Mainly in the form of membership development of customers, our customers cover the political, business and fashion sectors."

Marry Ma said that there are not only foreign royal families, stars, artists, political leaders, but also members of China's important clubs such as Chinese financiers club, Chinese Women Entrepreneurs Association, EU Chamber of Commerce and international women's club.

There are about more than 300 active members.

In fact, Maryma's expansion of customer groups is also closely related to Marry Ma's personal connections in the fashion industry for many years. Many of these people have become her current clients, such as Nicholas Tse, Joey Yung, Schwarzenegger, Jackie Chan, etc.

These celebrities bring high attention to Maryma.

For example, Beckham is the most popular customer list.

Besides, Marry Ma's technique is also very interesting in maintaining the stickiness of members.

"Marry Ma Fashion Night" is a fashion derivative of Marry Ma's advanced custom brand.

Since last year, this gathering of Chinese and foreign elites in the name of "fashion" has created a gathering of China's high-end social circle and high-end entertainment life. It has become a platform for Marry Ma to launch new products, and also a platform for her to fit in with past customers and bring new customers through the circle of contacts.

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Fission

Although advanced customization is the core business of Maryma, its category includes evening dress, formal dress, formal dress, shoes, bags and accessories, and it is also the place where Marry Ma spends most of his mind.

However, in Marry Ma's mind, the commercial layout of her business is not just that of advanced customization. She is brewing a high-end casual wear brand to expand diversified formats.

Why didn't we become a popular clothing brand with more audience and wider market?

In fact, when Marry Ma founded Maryma in 2003, many people asked her this question.

At that time, she was more like an entrepreneur who was obsessed with design and seldom considered the market. Although she also admitted that business and art were not separable, she hoped that the advanced customization she designed would be favored by the market.

It turned out that her efforts were not in vain, and Maryma succeeded.

However, it is risky for a commercial enterprise that wants to be bigger to have a small number of high-end customers.

"After the basic business of advanced customization is basically stable, I am thinking of increasing multiple businesses."

She said that when the advanced customization suffered from the awkward embarrassment, she naturally put the development of the middle end brand on the agenda, which is also a supplement to the advanced customization plate.

In the past few years, Marry Ma has been taking orders from individual customers, but at the same time, she has been trying to make a small batch of group dress customization.

When Obama visited China in November last year, the dress of the state banquet service personnel in the Great Hall of the people, which was responsible for receiving, was very bright. The international color of white, beige and so on cut the characteristics of the traditional cheongsam, reduced the position of the leader, made the neck more slender, and added traditional Chinese elements such as traditional embroidery.

As for the design of the state banquet, Marry Ma and the dress are all made by Maryma.

In addition, when he became the spokesperson of artistry, Marry Ma also designed a series of fashions for his brand workers.

"This group dress attempt is custom-made standard, but it is also a small test for batch garments."

However, Marry Ma said that no matter what kind of business expansion Maryma is doing, advanced customization will certainly go on.