High End Private Custom Demand Is Rising Quietly In China.

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< p > high-end private custom demand is rising quietly in China.

Unlike some domestic consumers who admire the international brand mentality, many consumers who prefer high-end "private custom" are more interested in the individuality, uniqueness and personal taste of consumer goods. Their pursuit of product quality is far greater than the pursuit of brands.

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< p > "private custom has become a climate in China, from clothing shoes to jewelry furniture, from watches to cars, from coffee to red wine, almost everything can be customized, and gradually welcomed by consumers."

Zhou Ting, President of the Institute of wealth research, said in an interview with reporters that "at present, with the continuous improvement of people's living standards, private custom has gradually become a climate in China and has become one of the ways for the new rich class to show its taste and value."

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< p > China's current high-end private custom wind, spanning clothing, tea, jewelry and other fields.

Of course, most of these private products are expensive, ranging from tens of thousands of yuan to tens of millions of yuan or even billions of dollars.

Zhou Ting predicts that with the rise of the backbone of the new generation of society, people's demand for high-end and personalized will become more and more prominent. Private customization will become an indispensable part of people's life.

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< p > advanced clothing customization is quietly rising in China's big city market.

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"P" this year's clothing brand high custom fashion week, held in Paris, has not been affected by the economic situation.

Executives of major brands have previously been worried that the slowdown in luxury consumption in the Chinese market will affect the market demand for the advanced customization series, but in the current situation, the purchasing power is increasing.

Dior and Valentino exhibited fashion shows in Shanghai last year, and are popular with local customers. China is also an urgent market for these luxury brands in the future.

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< p > < strong > Asia becomes the global advanced customization market, hoping to < /strong > /p >

< p > international advanced clothing customization (also known as advanced customization) is a high quality lifestyle for minority service. < a target= "_blank" href= "http://www.91se91.com/" > designer /a > according to customer's stature, temperament and other factors, we design personal clothing for senior individuals.

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< p > advanced customization originated from the Renaissance in Europe. So far, it has been over two hundred years.

From Saville street in London to Naples in southern Italy, the senior suit has been made exclusive to European royalty.

With its unique charm, advanced customization not only has enduring in Europe, but also has strong development potential in China's consumer market.

More and more people with taste not only pay more attention to the individuality or even uniqueness of their own clothes, but also want to make up for their own physical deficiency and satisfy their own character, temperament and the demand of wearing occasions.

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< p > the advanced clothing custom business was first created by Paris designer Charles Frederic Worth in 1858, and became the representative of the ancient French tradition of advocating luxury. It was named "Haute Couture".

In 1947, Christian Dior released a milestone in the history of fashion - "New Look" series, so that people can see the superb skills of advanced uniform.

In the 50s of last century, the advanced custom clothes reached its peak, and many brands rose. But in the 60s and 70s of last century, the customers gradually reduced.

In recent years, advanced customization has been ridiculed as a sunset industry, and its market is the main reason.

In spite of this, the world's major fashion brands, apart from the advanced garment business, insist on carrying out the advanced custom fashion to the end so as to satisfy the masters' insistence and pursuit of fashion culture.

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< p > industry expects that Asia is the second glorious hope of the world's advanced custom fashion.

After the US and Japan, the Chinese market has become the focus of the international top brands.

After the women's clothing brand Chanel and Chanel (Armani) entered the Chinese market successively, the clothing custom business also slowly found the market in China.

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P, the management of Italy's leading fashion headhunting company, told reporters that many Chinese buyers are now looking for local designer studios to make customized costumes and return to sell them by way of France and Italy.

Because of the economic downturn in Europe, local designers are also willing to find opportunities to cooperate with China's fashion industry.

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< p > < strong > domestic customization is gradually hot but limited in scale < /strong > < /p >.

< p > with the overall progress of living standards and the constant impact and renewal of social concepts, the consumers of advanced custom clothes are gradually expanding from the minority groups with the Performing Arts celebrities, dignitaries and rich people.

Although advanced customization still belongs to aristocratic consumption, people who dare to try and have the ability to try are undoubtedly growing steadily.

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"P >" at present, most of the domestic clothing market is only private custom, and the brand of high-end customization is very few.

Although many people will talk about the concept of advanced customization, only Dior can really achieve advanced customization internationally.

Xiong Xuanxuan, a private custom maker of cheongsam cheongsam culture, has always been committed to the cheongsam custom industry.

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< p > take Dior as an example. The price of a senior uniform is about 50 thousand to 200 thousand dollars, and more than a million dollars.

And now the domestic clothing company's advanced customization, about 20 thousand yuan can make a pretty good dress, the price difference is quite large.

The reason is that the domestic advanced customization service is still at the initial stage, and it has not formed the strength to compete with the big international cards, so it is difficult to soar in price.

In Shanghai, Shenzhen, Beijing and other first tier cities, there are many brands to choose from, but there are few really developed into advanced customization.

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< p > reporter has learned that it takes about six months to a year to make a cheongsam for Suzhou embroidery.

In the face of such a long service cycle, why are some customers still flocking to it? According to Xiong Xuanxuan, this is mainly dependent on customers' pursuit of unique styles.

Many styles with traditional techniques are not available now. It may be difficult to encounter them later.

For example, a beautiful piece of "old embroidery piece" is hard to find now. The reason is that the embroidered girls in Jiangsu and Zhejiang are getting older and there are no successors. Young people are willing to re hatch traditional techniques and extend them very little.

Influenced by the fashion of "fast fashion" in the society, many young people do not want to precipitate traditional embroidery, and it is difficult to accept this kind of aesthetics.

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< p > I am still very optimistic about the market of cheongsam.

Xiong Xuanxuan admits that their customers are currently distributed in major cities such as Shanghai, Hangzhou, Chengdu and Guangzhou. Although the overall sales volume of the company is not very large, it has doubled since last year.

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< p > to talk about how to expand the market of clothing customization, Xiong Xuanxuan thinks, first, we have the Chinese costume alliance that is made in cheongsam. We usually spread the information of custom and dress etiquette in the circle, and concentrate on the promotion of culture. Secondly, we use the Internet to connect with our own online stores. Thirdly, we enter the private clubs through the high-end etiquette and clothing courses.

Clubs often lack good cultural projects, and our cultural promotion can be nested.

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< p > "the premise of private custom business rules is to avoid everyone doing the same thing."

Xiong Xuanxuan said, in fact, we are not short of customers. What we lack is the cognition of customers to the private custom garment industry.

Chinese brands are not very high in most customers' minds. Apart from Chinese clothing, it is more difficult to expand the market with other styles.

Because of the same high price, people would think it would be better to buy international brands such as Hermes and Chanel.

But in fact, whether it is the production process or the price performance ratio, some Chinese brands are privately customized, < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > far beyond the international brand.

Europe's major brand has no cultural fault after over 100 years of art. This is the lack of China's clothing industry. Therefore, we can only slowly infiltrate consumers from culture, so that we can gradually realize that China's local private custom also has the prospect of collecting investment.

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< p > the opportunity for customization industry to usher in the Internet era < /p >

< p > there are people in the industry who believe that the old way of advanced customization is getting narrower and narrower. Due to the overall trend of the global economy, the number and consumption capacity of the original customer base have been greatly reduced.

Especially in western countries, fewer and fewer people are willing to pay for skirts with a price of $50 thousand.

It is the Oriental upstart who is attracted by the mystique and quality of the advanced customization culture. The customers in Russia and the Middle East have become the biggest "gold masters". They spend a lot of money on tailored works with both fashion sense and practicality.

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< p > therefore, finding a new way that is more suitable for the consumption situation becomes the primary task of every advanced customization brand.

Christian Dior advanced customization seems to have found a way in recent years. There is no John Galliano's luxury clothing and advanced customization representative show. Raf Simons's first batch of advanced customization releases those works that are more like advanced garments but bring handsome results. Its sales have been growing continuously, and the growth rate is amazing. The production speed of Montaigne Street advanced custom studios can not even catch up with the speed of orders.

Christian Dior took the lead to taste advanced customization and wear practical sweetness.

In this year's 2014 spring and summer fashion week, more brands began to express their determination to walk in the real world.

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In practical terms, in recent years, a large number of start-up companies in the US have launched high-end apparel online customization service, trying to get a slice of the e-commerce market with a scale of 200 billion US dollars. P

These venture companies, with the support of venture capital institutions, are challenging the market hegemony of Amazon.

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< p > comparing with these new online customization modes abroad, there are many traditional custom shops in the main shops in China, but there is no real chain custom brand at present.

Unlike traditional models, the only one in recent years, which has a custom tailored brand (e custom chain) that combines offline customization with the Internet, is not only different from the traditional chain industry, but also breaks the bottleneck that can not be landed on the pure line B2C clothing store. This innovative business mode combines the advantages of network and social media with the concept of customization. It not only provides offline offline customization experience for the customers under the rapid development of offline chain stores, but also provides online passenger flow for offline chain stores with independent network platform.

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< p > a senior professional in China pointed out that compared with high inventory, it is difficult to form a truly branded apparel market. The customized market of zero inventory pressure is the last investment opportunity of the clothing market.

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< p > reporter has learned that there is a new garment customization industry with the help of cloud computing.

At present, seven wolves, Shaoxing online Textile City, good buy network, men's wear custom brand "private tailor", Heng Long and other enterprises, have made innovation and exploration of clothing cloud data and cloud customization mode, and seized the opportunity.

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Less than P, industry insiders say garment customization is a new and potential market in the future.

Especially with the development of cloud computing, garment cloud customization can fully mobilize resources of all parties, greatly reducing the inventory, risk and cost of enterprises.

It can be predicted that with the continuous improvement of network technology and the convenience of large data collection and processing, the fashion cloud customization mode will rise rapidly.

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