New Direction Of "Light Luxury" Clothing Brand Customization

Choose your favorite materials, colors, accessories and design details according to your preferences. The size is completely tailored to you. If necessary, you can engrave your name or personal logo. Now you only need to spend 30% more money than the regular one, so that the brand can make a unique product for you.

Whether it is a traditional brand with considerable market share or an attempt to open up new brands in the market, customized services are becoming their common choice to attract customers. But this time, the "customization" launched by businessmen is no longer the appearance of those who are lofty and lofty at the time, but has gone to a more popular way of "light luxury": a price and quality are between the mass production of high street brands and luxury brands.

　 New business of traditional brands

A pair of Nike shoes offers hundreds of millions of options, and you can also print your exclusive ID. A few days ago, Nike fans in Hangzhou received an early Christmas gift which made them crazy: all Hangzhou Nike stores, all commodities were 50 percent off. Although the activity is only one day, whether it is promotion efforts or participation scope is unprecedented.

When the shops opened, the Nike counters crowded into the crowd. Squeezing in the crowd, Zhang Zhe looked at the goods on the shelves and soon left the crowd. "They are all conventional styles, not what I want." From high school to wearing Nike's clothes and shoes, Zhang Zhe is now a loyal supporter of this brand. However, the ordinary style in the shop has been difficult for him to catch up with recently. He has a new favorite called NIKEiD.

Offering DIY customized exclusive service to customers at low price, so that every single item is branded on the owner and become unique. This is probably one of the biggest innovations of Nike, an international sporting goods predator, since its entry into the Chinese market in 1980. It has also become a "clever move" to keep its profits and growth under the current decline or loss of many sports brands.

"The concept of Chinese youth is changing. They not only want to buy products, but also express their individuality through products. NIKEiD can meet their needs. " The head of Nike China Marketing Department said.

Although Nike China does not want to disclose the sales contribution made by NIKEiD services, some publicly available data can prove this contribution from some sides. The report shows that Nike's revenue in the fourth quarter of the Greater China market was US $667 million, an increase over the same period last year. Although this figure has dropped somewhat compared with the third quarter and is not as beautiful as rival Adidas, it has been more valuable than the sharp increase in inventory. By the end of 5 this year, its stock grew by 23.39% over the same period last year. In the same period, many other sporting goods brands faced not only high inventories but also store trends. For example, PEAK closed 1067 stores in 1 and September this year, while Lining's store also dropped by 952 compared with half a year ago.

Obviously, when the industry is generally depressed, Nike Such a traditional brand is developing its new business through the approachable customization service to compensate for the decline of traditional business.

　 new brand Opening market by "customization"

If the traditional mature brand launched customized service is forced to change by market changes, then the unknown brand is hoping to get consumers' favor by "customization" concept and open the market faster.

"Kung Fu Dog" is one of them. In the past, "1212", the original Internet brand, which was only one year old, appeared on the home page recommendation of Taobao's "small and beautiful shop". "Customizable" has become the most important parameter Taobao chooses to recommend.

"If there is not a buyer telling us, I do not know that the shop is placed in the display area of the front page. It should be our computer module that can modularized." The "Kung Fu Dog" leader, Chen Hao's computer bag, is made up of a main bag, two bags and a iPad bag. Buyers can choose different colors to combine freely, and can also customize the LOGO cards with personalized graphics and characters. The price of nearly 900 yuan is not as expensive as that of a well-known brand, but it is not cheap for an unknown brand. However, at the end of July at the end of the year, there was no promotion. This customizable product attracted a lot of attention.

In contrast, the "Ping Tian", which also started on the Internet, has already made its own brand in a certain range of circles by borrowing the advantage of hand customization.

Light luxury, new direction of customization

It is undeniable that for many people, "customization" is by no means a new concept. But unlike NIKEiD and Kung Fu Dogs and Ping Tian's customized services, the customizing of our past impressions often goes hand in hand with "advanced" and "expensive".

The so-called "light luxury" refers to those which contain original design and high quality. Fabric Process products. Compared with high-volume fashion brands with excessive production, light luxury goods have more quality, better quality guarantee, and less easy to "bump into shirts". At the same time, they are not as expensive and unattainable as those luxury brands. Emphasizing individuality and originality is the most prominent feature of light luxury goods, and this coincides with the essence of customization.

"Customization can bring an indescribable sense of honor to customers. By brand imprint on the product, the brand can also get a deeper recognition from customers. For brands, this rule applies not only to the luxury luxury of Pyramid, but also to the high-profile mass brands that face development bottlenecks after rapid growth, as well as those emerging brands that want to get a slice of this competitive market. A fashion industry insider said that compared with advanced customization, personalized customization aimed at light luxury direction has a wider market, and more potential customers will become a new trend in the future.

Just like you are willing to queue up for H&M and luxury brands, you will be eager to rush to the niche designer brand stores after receiving the new notice. Maybe in the near future, you will become more and more accustomed to putting forward your special request, not spending too much money, and then waiting for the light luxury that is specially tailored for you.