Apparel Advanced Customization Market Potential Release

High-end personalized demand for export

Not long ago, a Hermes global art director.

The "five star red flag" Hermes bag, made for China's richest man Mao Yuping, caused a great stir on the Internet. It attracted numerous netizens' crazy forwarding and heated discussions, and spontaneously started the "custom Hermes" activity, and all kinds of Hermes's platinum packages of the Kuso pattern made people laugh.

Although this may be just a joke, but the incident reflects a side view, that is, advanced customization is being concerned by the Chinese public. Their personalized demand is waiting for a breakthrough to release, and whether the advanced customization will be a new choice for Chinese high-end consumers?

In this regard, China

Su Baoyan, vice president of the association of designers, said that the increasing number of advanced customization on fashion week is a signal that advanced customization can meet China's high-end personalized needs.

In China, there is a lack of multi brand integrated store like foreign models, but it has been seen that the field of advanced customization is very active at present and can be added to it.

So, how big is the niche customization in China? Where are these high-end personal needs?

Figures show that one out of every 1400 people in China is a multimillionaire. There are about 960 thousand million billionaires and 60 thousand billionaires in China, 4000 one billion riches and 200 billion billionaires, who have gained 80% of China's wealth power.

In the face of such a large potential consumer group, few people will not be tempted.

As a matter of fact, big foreign brands have already set foot in the huge market.

Dunhill and Hermes have already launched menswear customized services in China, and Burberry has announced similar plans.

In addition, Giorgio Armani, Jean Paul Gaultier and other brands also held a high-end custom fashion show in Beijing and Shanghai to enhance the awareness of Chinese brands.

On the other hand, the domestic high-end clothing brands are also not to be outdone. They have been testing the water custom service by setting up high-end clubs.

The women's clothing brand White Collar opened a high-end clubhouse for VIP customers in the blue harbor to carry out customized services.

In March of this year, the Song of Song song "senior custom club" was officially unveiled in Beijing.

However, although domestic high-end clothing brands and designer customized brands are actively exploring the high-end custom market in China, it is undeniable that domestic high-end customization has been accompanied by doubts.

"False high" in the voice of doubt

The advanced customization is originally called "Haute Couture". The literal plation is "the supreme custom". It can challenge the industrialized clothing system with a single pin. The magic weapon is that it can not find second sets of clothes or bags exactly the same in the world.

In France, only after being recognized by the French High Fashion Association is eligible to be called advanced customization.

In China, advanced customization is not subject to such stringent standards.

There has always been a voice that China's advanced customization is "pseudo high".

Designer Wang Yannan and her senior custom brand TANYA Couture are frequent visitors to China fashion week. She admits that there is indeed a gap between China and international advanced customization.

"Advanced customization is not that you say you are right, our brand is TANYA Couture, plated is TANYA customization, I do not claim to be advanced customization, customization is my current state, and also must strive to do well, and advanced customization is the ultimate goal."

The advantage of domestic superiority lies in ground gas.

Since China's advanced customization needs more efforts in terms of standards, is it not competitive for domestic advanced customization brands and designers to face the aggressive trend of international brands?

Wang Yannan is not worried about the big competition from abroad.

"Many of my customers are actually big fans. They wear big clothes and wear our brand clothes. I don't think this is a bad thing. This is actually our customers' positioning for their own fashion taste.

The most important thing is that I can provide customers with what foreign brands can not provide, which is the communication between Chinese and Chinese.

Especially in the exchange of fashion topics, I think the same cultural foundation is very important.

It can be seen that the biggest advantage of China's advanced customization lies in grounding gas.

Su Baoyan also believes that every country has different national conditions. The domestic top customization and foreign brands can not be simply compared horizontally.

But it is certain that the domestic advanced customization is developed according to China's economic development and according to the needs of each brand's relatively stable customer base.

These advanced custom brands have their own style, and then serve according to their individual needs. This is also the essence of advanced customization.