Clothing Industry Should Correctly Grasp The Personalized Consumption After The 1990S

P consumption has gone beyond the simple material needs, and has become the way of existence of new human beings, and has become the protection mechanism of their psychological safety.

They regard consumption as a way to set up a personal image, reflect the spiritual world, and release personality manifesto.

With consumption, they express their desire for free choice, reveal their pursuit of personal fantasies and show their longing for the quality world.

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< p > the demand of this generation of consumers can be expressed as: I want to buy things that can bring me personalized life.

I want to buy services that enable me to achieve psychological autonomy.

I want to buy things that enable me to create myself, to know myself and to be myself.

They deeply desire the commercial world to support them in their personal psychological and behavioral spaces.

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< p > three types of personalized business services: < /p >

Under the impetus of the new generation of consumption mainstream group, under the impetus of numerous businessmen, the wave of personalized consumption has arrived. According to the "realm" of individuation, personalized business services are divided into three types in general. P

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< p > First: multiple choice.

Businesses want to tell consumers of multiple choices, if you are lazy, just like to click on a few mouse to do multiple choice questions, this variety of options is easy to achieve.

As a matter of fact, today, whether the seller sells electricity, sells mobile phones, sells digital products, sells "a target=" _blank "href=" http://www.91se91.com/ "> clothes" /a ", sells a target=" _blank "href=" http://www.91se91.com/ "," shoes less than ", sells gifts, has already achieved this.

Many styles will make consumers dizzy, and there is always a suitable one.

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< p > Second, participate in the design.

Businesses want to tell consumers who are involved in the design, if you are not that lazy, and still feel the lack of a unique one, then fill in the blanks.

When you enter your unique needs on the computer, there will be a unique product that belongs to you.

On the website of cool a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, after consumers enter the three data of height, collar and chest, they will provide you with exclusive shirts.

In the studio, tell a target= "_blank" href= "http://www.91se91.com/" > designer < /a > your household data, they will do the furniture right.

Tell your valuable data that they will send you a pillow that is only suitable for you.

Tailored, in this sense, is no longer a business gimmick, but a living reality.

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< p > third species, leading to creation.

Businessmen want to tell the leading consumers, if you still don't do it, if you want to spray your creative talent, then do some open questions, there are many professional tools for you to spread talent and show yourself.

For those customers who like to share their travel logs, food experience and mood, he can use zinemaker to make his own magazine and show everything you want to share.

For those who have been eager to write books, you can pass on your life story to iBook, and they will help you realize your dream all the time.

For those who are eager to show their unique understanding of light and shadow, he can embed his own understanding into graphic software, which will help you create a fully personalized movie.

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< p > < a href= "http://www.91se91.com/news/ > > garment industry < /a > /p >

Below P, let's take the clothing industry as an example to analyze how the business sector can use the Internet to meet the aggressive wave of personalized consumption.

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< p > first let's take a look at Lining's case.

The purchase of Lining's clothing through the Internet can be seen in order to meet the diverse needs of users, especially in order to help customers quickly search.

Lining classified his product categories according to several categories, such as men, women, children's wear, sports accessories and so on. In men's clothing series, men's shoes and men's shoes are also divided into men's, women's, children's wear and men's shoes.

Among them, men's wear includes T-shirt, knitted sweater, sweater, match suit, sports jacket and trousers.

Men's shoes include running shoes, basketball shoes, football shoes, tennis shoes and so on.

And when entering every specific product category, Lining's website provides customers with a very diverse classification.

For example, we can sort according to the time of listing, sort according to sales volume, sort according to price, and sort according to discount.

In addition, it provides some popular symbols such as classic casual shoes, comprehensive sports shoes, football culture shoes and so on.

All of these designs are designed to help consumers search quickly and find the products they want quickly.

And when the customer chooses a specific item, Lining will provide the price, discount, color and size of the product, so as to help the customer lock the purchase intention and enter the purchase status.

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< p > through the above process, we can find that as a variety of sportswear manufacturers, the best way to deal with the needs of customers' diverse selection needs is to embody all the product categories in their product library on a visual interface of customers, and provide flexible classification and fast search means, so that customers can make decisions at the lowest cost.

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< p > next, we will look at second cases: the "a" href= "http://www.91se91.com/news/" > the shirt customization "/a".

This case corresponds to customer participation in designing consumption experience.

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< p > in this consumption scenario, customers want to achieve real customization according to their own characteristics, and the clothing industry is just the most direct manifestation of this demand, because people's physical characteristics are different.

This is the process of customer interaction experience for Mens men's clothing. First of all, choose the style of your shirts you want.

After the selection, the customer's action is to start input, what to enter? Determine the key data of your figure, including four key parameters, such as height, collar, neck circumference and neck circumference.

Finally, choose whether to add some personal identification, such as embroidering your name on clothes.

After completing these steps, the client completes the design process.

The whole process is very convenient for the customers, and the amount of input text is very small, which reflects the simple interaction ability of the brand men's clothing on the interface.

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The simpler the P, the more complex the actions inside the enterprise, which means that a lot of efforts must be made at the level of its ability to open up.

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< p > < < a href= > http://www.91se91.com > > shirt enterprise < /a > need to do a few things well.

First of all, clothing is fully modular and modular.

From a component point of view, a garment can be divided into shoulder lines, split lines, side stitches, warp threads, hem, sleeves, collars, pockets and so on. The collar can be divided into collar, flat collar, collar and neck collar, and the lapel can be subdivided into flat neck collar and light neck collar.

The more detailed the components are, the more flexible options can be provided to customers.

In addition, in order to satisfy customers' participation in the design process, another important thing that enterprises need to do in terms of capability is parametric design, including parameters of size, style and style.

In fact, data entered by customers during purchase is helping enterprises to determine parameter values.

For clothing enterprises, the third thing that needs to be done well is to carry out effective dismantling actions, that is to say, pforming data from customers into data language that can be understood in the process of factory production, which has been completed electronically and automatically in custom-made clothing enterprises.

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< p > with more and more users buying their own tailored costumes by participating in the design, this also means that the enterprise has accumulated more and more user data.

Take the brand men's clothing as an example, up to now, about one million figures have been accumulated. Through the statistical analysis of these data, the commonly used clothing sizes can reach more than 1000, which can meet 98% of Chinese men.

This means that even if customers do not choose to participate in the design of custom mode, customers can choose more suitable products through various choices.

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< p > next look at my DIY online T-shirt case.

On this website, the process of customer experience is like this. If you want to design a t-shirt by yourself, then choose to send yourself or send your parents, friends and lovers to the website first. What's next is whether you want to choose two sided or one-sided customization.

After entering the specific custom page, you can start your own DIY process. The most important thing is to choose the pattern for the T-shirt. You can choose the pattern according to the basic information of this T-shirt, including its size and style.

You can choose the pattern template from the gallery provided by the website, or you can add pictures or add text from your computer.

After the entire design is completed and approved by the website, you can purchase the T-shirt designed by yourself.

At the same time, if you design the a href= "http://www.91se91.com/news/" > T shirt "/a" unique features, the whole product system of Xiu online will be bought by others, and you can share five yuan for each T-shirt.

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< p > this is a very typical experience process that introduces Web2.0 thought. Customers are buying T-shirts and designing T-shirts on this website.

In order to meet the needs of customer oriented design, Xiu online provides support as many clients as possible on the interface, including the size, location, rotation and other details of the text after uploading pictures and text.

The main characteristics of T-shirt clothing are reflected in its T-shirt pattern, and this part of the enterprise gives design rights to consumers.

This is equivalent to the fact that I have opened the process of graphic setup on my T-shirt online, and has achieved this through very convenient means through the ability of open process.

At the same time, this case is well illustrated, in fact, any personalized consumption is difficult to achieve one hundred percent customization.

Taking a href= "http://www.91se91.com/news/index_c.asp" > T shirt DIY < /a > as an example, we can see that its basic style, including its fabric, is not a customizable fixed part.

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These three models should be born in the wave of personalized consumption, and at the same time exacerbate the wave of personalized consumption, which is mutually reinforcing and promoting each other. P

Under such a tide, the uniqueness of consumers will be respected and fully demonstrated.

However, for the business sector, a dilemma is that we should face up to the waves of personalized consumption on the one hand. On the other hand, the logic of large-scale manufacturing dominating the business community has lasted for one hundred years. The vast majority of enterprise assets, supply chains and processes are all produced for large-scale manufacturing, and the conflict between them is obvious.

What is the ability of today's enterprises to coordinate them well? This is indeed a difficult problem.

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