Analysis Of Advantages And Disadvantages Of Wet Clothing Customization Development

Sina micro-blog celebrity "crazy tailor" created the "wet customization" mode: a dress, fabric is excellent, fine workmanship, beautiful style, but clothes do not have logo, do not have the reputation of widely advertised, not from the factory into the brand shop process, "off" a series of links, leaving only the "cost + commission" price.

The same clothes are much cheaper than the shopping malls.

In the pparent window, one silk and chiffon dress are displayed in various styles. The mature and elegant women's route and shop decoration are natural.

"Many customers who do not know the" wet customization "mode do not dare to enter the shop as soon as they look at the shop and decoration, because they are worried that the price of clothes is too expensive.

In fact, a thousand pieces of clothes in the mall.

It may only sell three or four hundred, and the guarantee is the same quality. "

Xiao Qin, "80 generation", the head of Wuxi wet customization, opened a new store less than a week ago, has received fifty or sixty bills, which surprised and surprised him. "It shows that Wuxi women's acceptance of wet customization mode is fast."

The reporter picked up a silk dress, fingertips touch touch smooth, hanging on the clothes rack is also very falling, with a leather belt, 318 yuan.

"In the same class, the price in the mall will be multiplied by 4 times."

Xiaoqin said, in wet customization, there are few spring summer clothing more than 1000 yuan, but the quality of clothing is equivalent to the price level of 1000 yuan to 6000 yuan for the first line shopping mall, and the autumn winter clothing is also in the range of 350 yuan to 2000 yuan, which is equivalent to the 1200 to 30000 yuan price positioning of the first-line shopping mall.

Good clothes are not expensive because they take off links.

How can wet customization achieve the goal of "good clothes not expensive"? The reporter found that the key is that it has solved a lot of price factors that can be unloaded.

Whether it is a brand agent or a Taobao merchant, inventory is a big problem.

Xiaoqin said that inventory is the biggest deadlock in traditional clothing sales, and it is also the direct cause of many brands falling down.

In traditional mode, inventory loss is paid by customers who purchase goods, which accounts for about 20% of the clothing price.

However, "wet customization" has no stock and orders production is implemented.

"Wet customization" shop actually does not directly sell clothes, but to provide customers with experience fitting places. Customers can pick the favorite styles and suitable sizes in the store, then pay the order or pay online, then the order will be delivered to the processing plant for production, and customers will be able to get the ready-made clothes in 20 days to 1 months.

Secondly, shopping mall buckle.

"Domestic shopping centers carry out buckles according to the brand's premium capability and popularity. A dress deducts 20% to 30% of sales. That is to say, you buy a 3000 yuan dress in the shopping mall, and the store has to pick up 900 yuan buckle point."

Plus the cost of brand promotion, large financial cost, etc.

A garment that costs less than 100 yuan has become a thousand yuan price in the hands of consumers.

The secret of "wet customization" is to "take off" these links and pform the pricing structure of clothes into "fabric cost + workmanship cost + commission".

"A material cashmere coat, the fabric cost may be as long as 200 yuan, if the link can be simplified, omitted, it can be fully priced at 100 yuan."

Short boards are clothes that can't be handed on the spot.

However, a short board of "wet customization" is to buy clothes to add a waiting cycle.

"Customers need to wait for a period of time to pick up clothes after ordering the clothes, and the spring and summer clothes will have to wait for 20 days or so. The autumn winter clothing will have to wait for about 1 months."

Xiao Qin explained to reporters because he wanted to realize "

"Therefore, only after collecting orders, will the processing plant buy the fabric, produce it, and deliver it to the customer.

There are also customers' questions: "why should we pay the whole garment before we get it?" "in fact, this is the unique feature of wet customization mode."

Xiao Qin said that the prerequisite for consumers to buy clothes with wet customization is to agree with this pattern, and trust this pattern. An obvious advantage of wet customization is the high cost performance, the time cost and the trust cost of customers, so as to achieve this high cost performance.

If the clothes you receive are not suitable, you can return them with wet customization within three days.

Ultimately, we must have the brand of independent design.

For the emergence of "wet customization", Xicheng businessmen believe that such a model is worth learning from.

"It's really interesting to add the concept of modern customization, the mode of cost plus commission, and the concept of investment cards to form an interesting ensemble."

Insiders say that in the clothing industry, the wet customization mode has attracted attention because it has cut off the huge follow-up costs of the apparel industry such as channel inventory and tail cargo, and has reduced the cost in a customized way, which is very tempting to consumers.

But there is still a good side to brand design.

"If you don't have your own design brand, just mimic the design of other high-end clothing brands, it's hard to create long-term attractiveness to customers, and even more and more people can mimic this model and form another competitive market, so self

It's still important. "