Expert Interpretation Of Advanced Mens Custom Development Prospects

With President Xi Jinping and his wife visiting four countries, China's "first lady" is elegant and atmospheric. clothing Clothes & Accessories Immediately aroused widespread concern at home and abroad. For a time, domestic brands, such as "exceptions" and "useless", are even more popular in Taobao and other online shopping centers. Then, can you really buy the same clothing and accessories as "first lady" on the Internet? The answer is no, because people have overlooked one word, that is, "customization".

This year CHIC2013 In the men's wear hall, the "BESPOKE men's senior custom area" was officially born. Moreover, the new and unique cluster display mode is the first attempt in this CHIC. In addition to providing standard small boutique exhibition space for each exhibitor, the customized area also has a multifunctional service area, which combines business negotiations with coffee and tea breaks. During the exhibition, the China clothing association also held the "2013 China Men's clothing advanced customization development forum". Red collar, Zhuang Ji, Ya Pang Lang Di, Ray Tibor, Shanghai and Eagle Technology and other domestic menswear advanced custom brand enterprises have concentrated on channels, consumers and the same industry from all over the country to show the level and service level of China's advanced customization.

　　 Menswear customization The most practical custom products.

Zhu Xiaoying, executive deputy general manager of Beijing Ya Di Lang Di Garments Co., Ltd., said at the Forum: "with the rapid development of China's economy and the improvement of people's consumption ability, there will be a wide range of market demand for customized products that meet individual needs. Compared with the field of housing, automobile and jewellery, the advanced customization of men's clothing is more practical and market prospect from the perspective of demand, location and usage.

According to him, more than ten years ago, Jacob Langdi began to start from foreign trade processing. While making OEM for foreign brands, he consistently adhered to the mission of developing his own brand and accumulated rich experience in the development of long-term foreign business. By concentrating on learning foreign brand operation mode, introducing international advanced customization production line and building information customization platform, all aspects of enterprises have grown significantly. In 2008, Jacob Langdi began to develop customized business for men's wear in China. Up to now, there are more than 100 thousand customized business at home and abroad every year.

In Zhu Xiaoying's view, the difference between domestic and international customized audiences has resulted in the fundamental difference between domestic and international customized audiences. Westerners need many occasions to wear suits, and the frequency is very high, so custom tailored business is very popular. On the other hand, compared with westerners' slow and leisurely pace of life, Chinese people are generally very "acute". Many people are reluctant to accept the process of repeated volume and fitting, and the production cycle that needs to wait. Chinese people are not accustomed to this process. They prefer to buy the goods directly after payment. On the other hand, in the inherent concept of Chinese consumers, it is considered to be loose and hypertrophic. clothes This is the most comfortable choice. This kind of knowledge is too one-sided. In fact, only clothes that really fit in with their bodies and have good dependence can really give people a sense of fit. Loose and baggy clothing, though not tight, actually interferes with people's movements. Tailored clothing, whether in the wearing experience or in the sense of design, fully meets the needs of people oriented, which is far from enough.

　 Improve information, scale the foundation of menswear customization

"According to the development trend of men's clothing in the whole country, it is a general trend for clothing enterprises to develop men's clothing customization. But realizing the large-scale development of menswear customization must be supported by powerful information system and perfect digital platform. Liu Shihua, director of global marketing strategy Department of Qingdao red collar Group Co., Ltd.

He also said: the nature of customization requires the absolute accuracy of the size of clothing and the version. And then satisfy the customers' exclusive demand in style, fabric, design and so on. Traditional costume customization is done by the old artists one by one. Because the experience and accumulation of these old tailors are difficult to promote in a short time, this has become a talent factor restricting the scale of customization. Red collar has accumulated a large number of editions and databases in the decades of focusing on men's custom business and developing foreign markets. It can completely solve the exact matching of customized volume, material, type and color on the digital platform. In this way, when salesmen provide customized services to customers, a one-stop solution on the digital platform can be realized, eliminating many complicated traditional steps, and greatly improving the efficiency and accuracy of customization. Therefore, in order to develop large-scale menswear customization, only by upgrading from the information level can we truly meet the needs of menswear customization and truly achieve terminal sales.

　 A symbol of value enhancement, brand strength and reputation.

Chen Min, chairman of Wenzhou Chuang Ji group, said: "the development of men's clothing advanced customization, to a large extent, has the value promotion function for the brand, and is a symbol of brand strength and reputation." He said that Chuang Ji clothing has been engaged in the production of men's suits for more than 10 years. In the meantime, for the needs of special customers, Chuang Ji clothing has been doing tailor-made business. In recent years, relying on the original technology and market development accumulation, Chuang Ji clothing has overcome the problem of technical personnel in the volume stage, and the long period of customized production cycle, which restricts the development of menswear customization. Prior to that, the business of tailored tailored business accounted for only about 5% of the annual sales of the company. But with the promotion of "Zhuang Ji dress", the goal of the future is that the proportion of the advanced customization business in the total annual sales volume of the enterprise will reach 20%. In this way, brand value and popularity will play a great role in enhancing. At the same time, the proportion of such structure is troubled. Brand clothing The inventory problem will play a good role in relieving the problem and also promote the optimization and adjustment of the enterprise structure.

　 Customized services to enhance the overall added value of customized brands

Qiu Xufeng, the MAYOR brand manager of Ningbo Beijing Clothing Co., Ltd., is confident of the "advanced customization" of men's clothing. "In recent years, almost all the famous men's wear enterprises in China are beginning to involve and expand the custom business of men's clothing, and the enterprises generally value the development space of this field and the huge potential power of consumption." Beijing Although domestic menswear customization is slower than western developed countries, the development direction of domestic menswear customization is becoming more and more clear.

He believes that: at present, "customization" in China should be a concept at two levels: one is the mass customization processing business represented by occupation clothing and tooling, and in fact occupies a large share of domestic customized clothing. In the strict sense, this kind of customization should be "serial number" processing, which is mainly to satisfy the professional clothing demand of large enterprises, banks, services and other fields. The other level is the modern custom tailored garment which contains complex processes such as design, volume, material selection and try on, and so on. It is a customized business that meets the needs of high-end consumer demand for personalized dressing requirements. The two modes of domestic men's clothing are basically developing with the trend of going hand in hand.

MAYOR as YOUNGOR's menswear custom brand, has a history of more than 10 years, is aimed at high-end business people launched. In the whole process of customization, MAYOR pays more attention to the experiential consumption of customized services for different customers, so as to enhance the added value of customized brands.

"We are constantly building long-term trust brand identity among high-end demand people. We also put our eyes on the young elite of our society. We hope to promote the concept of customization in their minds by promoting the concept of personalized customization. Many years later, when they become leaders in various fields, they will still have full trust in MAYOR. In this way, our audience will have hierarchical coherence and there will be no break down phenomenon. " Qiu Xufeng's words seem to indicate the strategic vision of YOUNGOR's development of a century's brand objective.

There is no doubt that advanced customization has become a new trend in the development of men's clothing. However, what we should pay attention to is that, compared with foreign countries, we are mostly in the stage of learning and perfecting in this respect. Therefore, we should not blindly follow the trend and pursue interests, and we should not neglect the quality of products. As Chen Dapeng, executive vice president of the China clothing association, said, "the upgrading of the entire garment industry, including the emergence of a number of value brands, must be built on the basis of the overall improvement of China's manufacturing level, and the urgent task is to" make products first! "