More And More Brands Bring Customized Services To The Chinese Market.

For many people, "customization" seems to be out of their scope of consumption.

However, with the increasing demand for personalization, the customization of various products has been popular recently, such as jewelry customization, high-end watch customization, and high-end sports car customization.

In this case, more and more

A famous designer in Hangzhou said: "burning money, in fact, many consumers do not even know what to wear themselves, let alone custom made.

Aesthetics is not yet achieved, and customization is meaningless.

The designer also said that at present, China's custom market is not mature.

The British luxury brand Burberry, founded in 1856, is a royal product of the British royal family.

The brand's windbreaker is one of the top brands in the world, and its selling price is around twenty thousand yuan at various counters.

Burberry announces that it will soon introduce self-service windbreaker, that is, consumers can add details to the windbreaker design according to their wishes on the Internet.

Burberry Hangzhou shopping guide told reporters: "when the windbreaker can start to customize, no notice has been received. Consumers can choose their favorite buttons, shoulder straps and fabrics on the Internet and submit them to the company, so you can get your unique windbreaker."

But this windbreaker is priced too high, and the equivalent of 8000 yuan is about 51 thousand yuan.

Ms. Shao, who usually likes to buy Mr. Burberry for her shirt, said: "Burberry's windbreaker is originally a simple classic style. It has been quite perfect, and some details have not changed. The price has doubled, and it feels a little higher."

Burberry shopper also told reporters: "in addition to the windbreaker's advanced customization, there may be a customized area for Western-style clothes in the front door."

Is China's market environment acceptable?

For the popularity of advanced customization in the Chinese market, Mr. Zhong, a well-known brand designer in Hangzhou, said: "at present, the Chinese market is still very immature. Many people do not even have clear ideas about personal aesthetics, and even ask questions about their suitability for what is not suitable for anything, and high level customization is meaningless to them."

In addition, Mr. Zhong also said: "before, I also thought about giving some self-help design to our brands, but this is suitable for those brands that weigh enough. For example, Burberry's windbreaker is the best. LEVI's S jeans have many followers, and LV's package also has many loyal fans.

So we still need to look at brand positioning.

Our service people are students, so we can only add some simple products of self-help design, which is purely an interaction between brands and consumers.

For example, if you make some stickers and put them on your own clothes, the US brand POLO will have such a series.

Mr. Zhong believes that clothing has a great relationship with people's way of life. "Advanced customization is popular in the upper class of Europe. They often have parties, and there will be comparisons."

In China, most of them have begun to learn western culture, get married, wear suits and tie.

The clothing culture of Chinese elements has been far away from us. "

For Burberry's $50 thousand self-designed windbreaker, Mr. Zhong's view is: "rich people may do something to burn money, and consumers with strong purchasing power may taste this fresh.

But there may not be many consumers who are really meaningful.