Luxury Clothing Quietly "Custom Wind".

　　 Luxury Customization: personality and fanaticism combine into one

A good suit is essential for Seiko, and luxury goods are not the only ones in pursuit. Recently, there has been a "custom wave" in China.

Recently, Burberry Announced that it will introduce customized men's clothing service in China, after Dunhill and other men's wear brands have quietly opened the road of customization for luxury clothing, Guangzhou. Hermes Franchised stores have launched men's customized service areas to provide exclusive services for high-end customers with customized needs.

In China, customization seems to be an indispensable means of luxury brand management. Brand customization, on the one hand, challenges the brand's own design and manufacturing capabilities. On the other hand, it puts forward very high demands on brand strategy itself. How to perfect customized products in the brand value communication system is a new problem faced by many luxury enterprises.

　　 Quietly blowing up "custom wind"

China's luxury consumption has been "blowout" growth, consumer awareness of the brand has also greatly improved, "custom wind" quietly blowing up. In many custom-made products, tailored men's clothing for high-end business men and women's luggage and jewelry are the main products.

In fact, " Customized "Has always been one of the labels of luxury goods.

In Europe, hundreds of years of luxury goods enterprises are proud of the traditional preservation of customized goods and services. However, when luxury goods enter China, they bring the basic and classic money first, because the Chinese people's cognition of luxury goods generally stays on brand worship.

In addition, luxury brands introduced the relatively low price side line products very early. Luxury goods and customized goods and services have always been rare in the Chinese mainland market.

　　 International brands are flourish, and China's local custom brands are also eager to try.

In recent years, China's luxury consumption has been "blowout" growth, consumer awareness of the brand has also greatly improved, "custom wind" quietly blowing up. In many custom-made products, tailored men's clothing for high-end business men and women's luggage and jewelry are the main products.

Business opportunities in the domestic market are limitless, and some European advanced products that are not familiar with China are also exploring the way. "Our products are very humane. Apart from tailor-made products, they can choose their own styles, fabrics and accessories. We will have professionals to communicate with customers, cooperate with them, and follow up production." MarcoTiburzi, director of marketing of Italy luxury hand-made clothing brand, said JACOBCOHEN.

In 2011, JACOBCOHEN, Hettabretz, Cruciani and Porosus of international fashion brands participated in the luxury exhibition in Shanghai and explored the mainland market. For the Chinese market, these international clothing brands are mainly based on high-end customization, with no intention of mass production, and customers are positioned as high-end consumer groups in China.

The customization of high-end brand clothing is only one of the most common types of luxury goods. The customization led by bags and jewelry is especially popular among consumers. In fact, there are various forms of advanced customization, including clothing, luggage, jewelry, watches, home, piano, violin, and even cars, yachts, private aircraft, etc. These industries are developing in parallel in foreign countries, but in China, as the three categories of clothing, luggage and jewelry are most closely related to people's lives, foreign related categories of luxury goods become the first category to excavate the Chinese market.

On the one hand, embroidery, printing and dyeing, brocade are widely used in high fashion custom; on the other hand, domestic jewelry customization is quietly pulled out because of the relatively low threshold. And more brands are looking for business opportunities from China's long history and culture. China's advanced customization is moving towards the perfect combination of traditional civilization and modern fashion life.

" Unique marketing experience

Customized or limited edition is embodied in consumers. It is unique personality, pursuit of quality of life and enthusiasm for brand.

There is a popular saying in fashion: "when you don't know what to express your fashion attitude, you can choose LV; when you no longer need to express your fashion attitude, you can choose BV."

The luxury of high-end custom can hardly see the logo of the brand from appearance, but users are fond of their uniqueness. Consumers purchase fashion luxury goods not to meet functional needs, but to meet the symbols and spiritual needs that show the charm and connotation of self charm. Customization service brings this emotional attribute to the extreme.

French luxury goods expert Daniel Allers divides luxury products into three levels: hard to get high-end luxury goods, luxury goods in the middle class, and luxury goods that are easy to accept. They have both universality and non substitution personality. The difference between high-end customization and ordinary luxury goods and selling points is unique and service. For consumers, the rare quantity, unique design and special commemorative significance are a very pleasant feeling for him, which is far beyond the value of the product itself.

Custom-made and limited edition products often make many consumers unable to refuse, or even obsessed with it. This is related to people's desire to collect a valuable product and to convey their interest to others in the future. At the same time, it also reflects the psychology of consumers wishing to elevate their identities and embody their privileges through consumer products. In these customized or limited edition consumers, the unique personality, the pursuit of quality of life, and the frenzied attitude towards the brand are most vividly displayed.

The core value of customized and limited edition products lies in the exclusiveness and uniqueness that they can provide, and the value of their mouth to mouth for their own products. As long as the enterprise seize the psychology of consumers, "limit" and customization can even become a kind of consumption privilege. For example, when many brands sell customized products and limited edition products, they also need buyers to queue up or sell only to VIP members. These conditions virtually make consumers want their own things to be unique and enhance the emotional value of consumers for customized or limited products.

　　 The performance of brand "cross regional polarization"

The polarization of brands refers to the two pole development of brands between industries. In general terms, the higher prices are higher, more refined, lower prices, and more yuan.

In recent years, the "custom wind" that quietly rises in luxury goods stems from the global strategic layout of luxury brands.

There are two hard indicators for insiders to measure brand value: first, the number of brand stores, the distribution area; the other is brand diffraction degree and derivative feasibility. The polarization of brands refers to the two pole development of brands in the industry. In popular terms, the higher prices are higher, more refined, lower prices, and more yuan.

In fact, now the product is popular, advanced customization, or even sub line, is the trend of performance. The so-called polarization, for the brand, is to cover more customers. Guerlain, a French perfume brand, can buy a relatively inexpensive perfume at the mall. Of course, you can also go to Guerlain's headquarters and ask the perfumer to tailor your own flavor.

However, brand polarization is also highly risky. To extend the product line, we need to make a low end and make a sub line, but the quality of the main line will be dragged down if the secondary line is not done well. How to protect the interests of high-end customers while meeting the needs of low-end customers? If we insist on high-end customized services, we will bring a lot of pressure to the main line brands.

Hermes has been insisting on customization. Its world-renowned customization level explains what is "custom win in technology design". Once a Japanese customer liked HELLO KITTY to make a HELLO KITTY style Hermes bag, Hermes made a proud gradation product according to their needs, and a customer said that his friend used to eat an apple a day, so he wanted to make a bag with only one apple for the friend. The 360 degree arc shaped package is both practical and beautiful, which is a great challenge to technology and design. Later, the apple bag was praised by customers, and Hermes finally bought the idea.

However, Hermes, which is the perfect pursuit of technology and design, has not adapted to the Chinese market in the past few years, and now its sales volume is not amazing. The high end of Hermes and the early development of China's luxury market are somewhat out of tune, because few consumers in the mainland will be waiting for a scarf for the first half of the year, while other non customized luxury goods of Hermes are also rising because of low production. Blindly caters to the brand can not enhance the value, so Hermes on the one hand from material to production continue to be conservative quality, on the one hand continue to improve the "too little production" status, from the economic considerations, selling basic funds or essential strategy.