High End Custom Clothing: To Be Tolerant Of Loneliness, Keep Standards, Tolerate Losses.

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< p > high-end customization < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > was first born in France in the middle of nineteenth Century. In 1858, the British settled in France a target= "_blank" href= "target=". The designer set up the first tailor made high fashion shop in Paris.

The advanced custom fashion came into being and developed, and reached its peak in the last century from 40s to the beginning of 60s after the post-war economic recovery and luxury goods.

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< p > < strong > the prospect of high-end customization is < /strong > < /p >.

< p > in recent years, with the development of China's economy, the purchasing power of Chinese people is also growing. China is rapidly shortening the time to reach the world's largest luxury consumer country.

According to statistics, only during the "eleven" golden week of last year, Chinese luxury goods consumption has risen to 24 billion yuan, surpassing Japan and Europe, becoming the largest buyer of luxury goods market in the world. Chinese consumers spend more than 60% of the total luxuries of Chinese consumers overseas.

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< p > although data statistics show that by the end of 2012, the total inventory of the 42 listed companies in clothing industry was as high as 48 billion 300 million yuan, and the stock market in common clothing market was seriously overloaded.

At the same time, the higher purchasing power in China has been released to overseas due to the attraction of foreign luxury goods. However, many large brands in the world are everywhere in China now, and the sense of appreciation brought by the brand has been declining. Some obvious signs of luxury goods have even been reduced to consumers. Therefore, the customized market, especially the advanced customization market, is still a new blue ocean.

At present, in Beijing, Shanghai and other first tier cities, high-end customer groups are increasingly demanding personalization and functionalization of clothing. Under the background of shortage of designer, advanced customization can not be bought without money.

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Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, said: "now, the customized crowd is mainly stylistic celebrities, government officials and celebrities in the business world." P

The head of the government and the visiting officials represent the image of the country. They should not only highlight their personal taste, but also match their personal image and temperament.

Stylistic stars are the leaders of the trend. They often take part in various public activities and need to highlight their individuality most.

Business celebrities often participate in important forums and private parties. This kind of occasion is a collection of names. Everyone is wearing a high ranking brand. If you accidentally bump into a shirt, it will be very necessary to customize it.

"Customization can only occur when consumers begin to pursue individuality and quality."

Zhao Ping said that the middle and high income groups have customized needs, but the frequency is different. The high income group is more frequent. The middle income group will occasionally customize wedding dresses, gowns and so on on some important occasions.

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Zhao Pingshi, Dean of the school of clothing art and engineering, Beijing Institute Of Fashion Technology, said that over the past years, the Chinese clothing industry has been puzzled by the fact that although there are some brands with good design and quality, people do not know enough about them, and their influence in the world is beginning to fail.

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Guo Pei, a famous fashion designer, said at the second China boutique forum that high-end customization has existed in China for more than 30 years. She has been in the industry for 17 years. The high-end custom garment industry in China has already had a certain foundation in the future. The future high-end uniform dress will stand out from the P.

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"P >" Shang Pu consulting "also pointed out in the 2013-2017 year China clothing market analysis and research report that with the gradual improvement of consumers' understanding of customization, upgrading of consumption and changes in consumer demand to promote the upgrading of garment industry, customization will become the inevitable trend of development of < a target=" _blank "href=" http://www.91se91.com/ "> brand clothing /a.

However, it is not a casual enterprise that can make high-end customization. Besides the constraints of high price, high cost, pure handwork and other hard factors, it is more of a weakness in soft power.

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< p > "there are twists and turns in the development process of Chinese customization, mainly because the target of service and market positioning are not clear, and the market pricing is not sure."

Zhao Ping said that some custom-made interpretation of Chinese elements is too rampant and appears neither fish nor fowl.

Enterprises must have masters of Chinese culture and international fashion sense of smell, in order to design real top quality products.

China is still short of talents in this field, and it is urgent to train and shape designers.

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< p > < famous a target= "_blank" href= "http://www.91se91.com/" > Fashion Designer /a > Wang Yutao introduces, "high-end customization has very high technical requirements, and workers should have at least 10-15 years of experience.

People under the age of 30 cannot engage in high-end customization.

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Ms. Guo Pei, who lives in P Rose House, also recalls her career experience. She also said that people with embroidery experience are the most scarce. Therefore, they can only train their own talents. The 15 square years of Rose Embroidery have trained 300 embroidery workers.

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< p > according to the press, "word of mouth" is an important way to open up the market for high-end customization. "Engaging in high-end customization must have a deep accumulation. No matter it is a designer or a producer, it is impossible to engage in high-end customization."

Wang Yutao told reporters that this accumulation, including the skillful skills, also includes the influence of designers and brands.

Only with this accumulation can we attract customers.

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< p > but such marketing promotion mode has made Chinese high-end custom brand suffer from international brand extrusion.

Internationally renowned brands occupy the best stores in China, have a sound sales channel, and the Chinese people are accustomed to "ocean is good" thinking set, so that the international brand occupies a more dominant position in the minds of consumers.

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< p > strong > high-end customization is not making fast money industry < /strong > < /p >

< p > Zhou Ting, President of the Institute of wealth and quality research, said that the whole format of domestic customization is still very immature. It has not formed a business model, nor has it been industrialized. It is still at the initial stage of development.

However, in today's era of "ready to wear", many people like to customize more and more.

Last year, the performance of China's garment industry was not good, and in fact it meant that the industrial upgrading period was coming.

The upgrading of consumption and the change of consumer demand drive the garment industry to upgrade.

Under this background, customized clothing brands have more room for growth.

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< p > "30 years ago, Japanese designers went to Paris and London, overturning the western design, and brought new thinking to the West. Now it's China's turn."

According to "Xia Wen Hua" of Yiwen, at present, the high-end customer groups in Beijing, Shanghai and other first tier cities are increasingly demanding personalized and functional clothing, bringing greater opportunities for the development of high-end customization industry.

In the Chinese market, the custom market, especially the advanced customization market, is still a brand-new blue ocean compared with the ordinary garment. There are many opportunities. From this point of view, it is a good information for high-end clothing customization.

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< p > Zhang Qinghui, vice president of China clothing association, also believes that with the upgrading of consumption level and consumption structure, the high-end customized market will become bigger and bigger, and the individualization and emotional consumption experience should be the guideline for high-end customization.

"At present, designers and brands who do well in China have one thing in common, that is, customer value is always the core value.

They focus on quality and detail, strive to meet every requirement of consumers, and strive for excellence in design, thus forming a good customer reputation.

With the popularity of "first aid effect" and "useless" and "exceptions", many people link high-end customization with "national brand hope", and the good news constantly coming from the capital market also makes idle capital eager.

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< p > however, "this is not an industry that can make quick money. If we want to do this business well, we need to have faith, we need to persist and we need to love it. It is different from doing business, and it will not have high returns."

Wang Yutao said that the early stage of high-end customization should bear high cost and greater pressure. Although he and his studio are willing to devote more energy to high-end customization, the reality is that if only high-end customization is made, studios may not be able to afford their own. Although the price of high-end customized garments is very high, the profit is not high compared with the material and time cost behind each garment.

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< p > the famous designer Ying Ying Jie also revealed to reporters that her studio has been established for more than a year. Although the customer base is growing, it has not yet been profitable.

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< p > Zhan Yingjie believes that the whole domestic garment industry is facing a problem now that we are running too fast for profit and running too fast, often ignoring details. This is a problem encountered in making clothes, and it is also a problem of the entire garment industry.

To make high-end customization, we must jump out of this industrialized thinking. We must "stand up to loneliness, live up to standards and tolerate losses".

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< p > the rise of high-end costumes in China may take second generations and third generations to develop. Ms. Guo believes that "the more pure the traditional industry is, the better the way it is, and I think the three generation is not long. But in one hundred years, Hermes and Chanel are also one hundred years old.

Any country or a nation needs quality products. There is no definition of high, medium and low quality. It is not the number that can be embodied. It is the intention, the time and the accumulation of culture. We must allow us to go through this long process. "

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