"Tuyang" Brand Competition On The Same Stage

Advanced customization is not a new thing. It can be regarded as the oldest method of making: from the beginning of tailoring history, clothing is tailored to individuals.

However, since the appearance of "ready to wear", tailor-made customization has gradually faded from the stage of making garments.

With the demand of clothing differentiation, clothing's advanced customization has come back again.

From the current big international brands, China's high - level customization has a big market.

Since Chanel moved to China seven or eight years ago, the first senior custom show was moved to China in Europe and America, such as Dior, Armani, Gucci and so on.

In December this year, the wedding queen Vera Wang flagship store will also be planned to locate in Shanghai Xintiandi, which will become the largest flagship store in the world.

Some people have pointed out that the Western high-end customization has seen a recession in recent years. For example, France, which has the most advanced customization, has sold less than 20 million dollars in its annual sales of high fashion, and China, as an emerging market for luxury goods, has become the focus of international customized brand competition.

Local brands are also reluctant to show up in the field of advanced customization.

The famous Chinese fashion men's brand seven wolves are co operating with Huayi Brothers in cross-border cooperation. The elegant series of celebrities' advanced customization is born, providing the stars with advanced customization design.

In the custom industry, the HD APP software was first launched by Evo customization, which made customization become more fashionable and personalized on the basis of standardization. It represents the emerging force in the apparel customization industry, that is, high-tech fashion customization.

Highlight the unique way of life

At present, custom clothing stores in China usually have two kinds of products, that is, customized and advanced customization.

Take Guangzhou Miao Yan Garments Co., Ltd. as an example, customized products have already been made available, and customers can build their own clothes according to their own physical characteristics.

Advanced customization is designed by face-to-face communication between designers and customers, and designed individually according to customers' preferences and expectations and designers' evaluation of their customers.

This design is only one piece of clothing, and the style is diversified, never bump into a shirt, or even "bump into" style.

For high-end people, advanced customization represents a way of life, not just for envy, but for self affirmation of "super material" enjoyment.

Advanced custom garments rarely see the brand's logo from appearance, and their "special feeling" is obviously their key feature.

Through this self identification, advanced customization combines the manifestation of consumer identity and personality with the utmost importance.

People who enjoy customized services generally do not have any ingredients to show off their wealth. They are concerned not with the value of the commodity themselves, but their psychological value, and their pursuit of the quality of excellence.

The concept of advanced customization seems to be far away from ordinary people when consumers are accustomed to buying "ready to wear" lines.

But in fact, advanced customization is not something high above, and ordinary consumers can also try it.

According to the MIUKI WEN wonderful banquet art designer, the company's door is open. If you want to try it, you can come to customize it.

The advanced customization of Guangzhou Miao Yan Clothing Co., Ltd. is 20 thousand starting price. As long as it is a high-level customization, the company will separately design the style and the edition for the customers. The finished products will not be sold in the shop, so as to ensure the uniqueness of the style.

If you still think that the advanced customization is very expensive, you can try to customize it.

For example, the price of a set of wedding dresses made in Shenzhen by the company is priced at 8000 yuan, while the price of the evening dress is between 3000 yuan and 5000 yuan.

If you still feel expensive, you can turn your eyes to Taobao.

At present, many custom-made clothing prices on Taobao are around 100 yuan, tailoring the skilled craftsmanship, affordable prices, but also fashion trends, but also allows you to wear the "limelight".

Liu Yueping, President of Guangdong apparel and apparel industry association, said that with the progress of science and technology, advanced clothing is getting closer and closer to the general public.

"Fully using digitalization, just a IPAD, can easily participate in the whole process of volume customization." Evo customization not only subverts the inherent image of the traditional garment customization industry, but also changes people's impressions of unattainable high customization, making it easy to customize and make it easy to have fashionable and decent customized clothing.

However, experts admitted that because of the current domestic industry standards do not have uniform, so the price of high-end custom clothes fluctuate greatly.

Dialogue

Q: what is the general process of clothing advanced customization? How should consumers choose their own customized products?

Wen Miao: generally, most of the advanced custom garments are made by hand, so it takes a long time.

Generally speaking, customization of a garment requires the following process:

First of all, finding the right designer and shop is critical.

After determining the designer, you must communicate with the designer fully, and put forward your ideas with the designer, such as what style of clothing you want, what occasions you need, your identity, role, etc., the designer will help you to consider this as a process of mutual understanding, emotional arousal and inspiration.

Then the designer will take your weight and understand your body structure.

Then the designer will draw a picture according to your needs and body characteristics. Customers can ask questions about the designer's intention, creativity and details according to the pattern.

After the pattern is confirmed, the designer will make "white batch" according to the drawings, that is, the sample made of white cloth, so that customers can try small samples.

Then select the fabric and make the "semi finished product" of the specified fabric to let the customer try it again.

The neckline, cuffs and shoulders of the semi finished products can also be modified.

After this series of garment processes, the advanced garments can be finished.

In general, there are more than three trial suits, which are constantly revised and perfected so as to produce the best quality products. For example, Dior's advanced customization requires 10 tries.

It usually takes 4 months to make a tailor made dress in our company, and it will take longer if there is a shortage of fabric.

From this perspective, to get a customized product, we need not only money but also patience.

Q: as far as I understand, the requirements of advanced customization services will be varied.

As a designer, how should we combine the three elements of popular elements, designer styles and customer needs?

Wen Miao: advanced customization is not very close to fashion. Instead, it pays more attention to classics.

Because customers do not want this kind of high value clothing to be out of date soon, they prefer clothes to be more classic in color and shape.

To this end, when designing customized garments, we tend to use the classic elements such as nail beads, hand-made decorative flowers, etc.

Although advanced customization is based on customer centered design, it does not mean being led by customers. Instead, it should maintain its original style and make its own products.

In our advanced customization, designers will take oriental culture as the keynote, integrate Chinese and Western elements, and add their own strength in hand-made decoration.

A brand can make its own style and characteristics before it can do better.