Luxury Consumption Middle Class Value Individuality Customization A Suit About One Hundred Thousand

Tailor-made, originally meant to measure the size of a person's body parts, so as to calculate the size of clothing, and then tailor clothes according to the size of clothing.

In the memory of Mr. Xu, twenty or thirty years ago, it was only important.

Nowadays, most people are used to choosing the finished products according to their sizes.

In fact, the customization of high-end brand clothing is only the most popular category of luxury ordering waves. Other luxury goods such as jewellery, yachts and airplanes are also showing personalized service trends.

The majority of customized clothing groups are entrepreneurs.

Shen Chen, manager of Lao he Xing Yang clothing (Hangzhou) Co., Ltd. has many years of experience in advanced garment customization. In his eyes, there are more and more people who are more and more sophisticated.

"The most exaggerated thing is that there are guests in our shop to order more than 10 suits a year. People who are fastidious must have different clothes on different occasions, such as attending parties, attending banquets, business negotiations...

Changing clothes for occasions also changed.

Shen Chen said, more exaggerated than this is, a customer ordered 200 shirts a year, "everyday wearing shirts will be different, wearing dirty shirts will be directly replaced, do not wear."

A well-known local entrepreneur is the old customer of Lao Hexing. Shen Chen found that the old man liked lattice and bright colors, so when they designed their clothes, they also deliberately joined the elements they liked.

"In fact, it is equivalent to, we help him create exclusive wardrobe.

Because of the design and collocation of clothing, we are more professional. "

Shen Chen said that in the company's customer base, entrepreneurs accounted for a large proportion, and even a lot of Post-80's are now gradually wearing formal clothes.

In this regard, Zhu Xiuli, a teacher of the clothing College of Zhejiang Sci-Tech University, thinks that the popularity of clothing customization is actually the awakening of more and more consumers' self respect consciousness.

"When attending social occasions, business negotiations, gatherings, wedding banquets, celebrations, visits, performances and other important occasions, many people need to reflect their cultural accomplishment, social level and economic status.

This also brings unlimited business opportunities for Hangzhou and even the domestic garment customization market.

5000 yuan for a suit

In the interview, the reporter learned that according to the current market situation, the price of starting a suit is basically around 5000 yuan, and according to the material and technology, the price is about one hundred thousand.

Even so, the proportion of the middle class is not small among the consumers who customize clothes.

Shen Chen said that there are many post-80s consumers who have made customized garments for Lao he. "These years are the peak period for the post-1980s marriage. Many young people are also beginning to wear formal clothes.

In such a solemn and solemn occasion, choosing a suit that suits and suits is the choice of many people.

Mr. Han is a typical 85 after work in a public institution in Hangzhou city.

Because new year's Day is going to attend a good friend's wedding, specially to customize a suit.

"I went to the shopping mall with my girlfriend, but I never found the right one.

Later, my mother told me that she could go to someone to customize it.

Custom made clothes fit perfectly. "

In fact, "customization" is the reason why many consumers are willing to pick up their wallets.

Chinese consumers are influenced by four major driving forces when making product decisions.

In the recently released 2011 China luxury goods report, this analysis shows that the driving force for purchase decisions is stronger in terms of the customization or customization of luxury goods.

According to the survey, nearly 30% of ultra high asset consumers said that the limited products and fixed products had a decisive impact on the final choice of their products (limited products 16%, customized products 14%).

Taking fixed products as an example, only 5% of ordinary assets consumers believe that customized luxury goods have an impact on their purchase decisions. With the increase of asset holdings, 11% of high asset consumers are in favor of customized luxury goods, and 14% of consumers of ultra high assets are willing to pay high prices for them.

Currently, in China's top luxury market, customization has become an internal demand driving force for the new trend of the industry.

Personality, custom or fashion

Shen Chen has served a number of senior British men's tailor-made companies. He is very optimistic about the menswear custom made in China.

"People's awareness of dress etiquette has gradually improved, and their lifestyles are becoming more and more diversified. More and more people no longer satisfy the uniform appearance of garments, instead of pursuing advanced custom garments that represent unique and identities. Under such a culture and changing tastes, advanced customization will also be sought after by more people."

A jewellery custom-made believes that it can be foreseen that, if not for a long time, private custom areas will no longer be confined to clothing, jewelry, and so on. Maybe you use digital products, household goods and even pportation tools to accept "private custom".

At that time, it might be fashionable to customize a "unique" product for ourselves.

How to build a distinctive suit

According to the senior custom designer, the first step of customizing clothes is to ask the guests about their occupations, working environment and wearing habits. Is it a daily change or a set of wear for several days? Is it for business activities or company daily wear?

Only by understanding the guest's personal background can the designer design a distinctive suit for him.