Humen Clothing Rises, Private Custom Tide

At present, Humen clothing In the industry, pine hawk men's clothing, Zoe character cowboy, Lodi's underwear and other brands have launched customized services, which has aroused strong repercussions in the industry. The head of the Humen clothing association said that only after the brand reached a certain reputation, could the private custom business be attracted to consumers. Foreign brands were once dominated by private custom. Now Humen clothing enterprises have entered the field of private customization and have achieved success. This shows that the brand of Humen garment industry has achieved results, and the garment industry in Humen has stepped to the stage of advanced customization after the stage of e-commerce.

How well can the apparel industry serve customers well? The outside can be viewed from the advanced customized service of Humen pine Eagle Men's clothing. The company set up a dedicated design team to provide volume customization services to customers. This team will fly to stores around pine hawks according to customer needs and provide services for customers.

The billion dollar company specializes in men's wear. In 1996, the first Humen dress Fair opened, and pine eagle was one of the seven fashion brands launched by Humen. Li Junya, deputy general manager of pine Eagle Men's wear, said that the pine hawk aimed at the needs of some high-end customers, and set up a dedicated customization team to provide customized services for guests. Among them, the team is led by experienced tailoring masters in Hongkong, who fly to stores all over the country to make measurements for guests and make production plans according to their needs.

"Stand up straight, open your arms and breathe. Now help you measure the size." Last month, Lin Jianquan, director of the production of pine hawk men's clothing, took the ruler with a ruler and was skilled in measuring the guests in a store in Zhengzhou, Henan. Such a shop to the customer for the volume of work, he may do two or three single month, location is all over the country any pine Eagle store.

Lin Jianquan is currently a production director in Dongguan Humen pine Eagle clothing company, and is also a craftsman tailor made by the company. From the 15 year old apprentice, she has more than 40 years of clothing experience. The experienced tailor, who came to the mainland in the late 80s of last century, has witnessed the development of Dongguan's garment industry. According to Lin Jianquan, his personal customization team has 6 people. They make a suit and communicate with customers. They fully understand the customers' appearance, character, style, material and so on. After at least 3 tries and adjustments, they communicate with each other for a period of 20 days.

Compared with the suit in the production line, private custom made. Clothes & Accessories It has its own unique personality and uniqueness, which also makes its price higher than that of ordinary garments. "At present, the price of the most expensive suit is 30 thousand yuan, which is 50% higher than that of the same type of suit." Lin Jianquan said, according to his contacts with customers, the price is not the main factor for consumers to consider, can find a suitable for themselves. clothes That's the most important thing.

As the private custom business is increasingly accepted by the public, the share of private business of pine Eagle menswear is also increasing. Currently, its sales share is close to 10% of its total business.

　 The pursuit of excellence, but also to meet practical needs.

Private customization, personalized design and humanized service are only services that can be enjoyed by people with strong economic strength. Such as pine Eagle Men's clothing, often tens of thousands of yuan or even tens of thousands of yuan production costs, is the average consumer can not bear the price.

It is understood that at present, the market customized a set of premium suits ranging from 10000 yuan to several hundred thousand yuan. Although the price is high, private custom tailored clothing is still recognized by many consumers.

Why is there a private custom made garment business? Lin believes that this is closely related to the pursuit of people's current fashion style. He told reporters that unlike the decades old private tailored suits in Hongkong, private tailored suits began to rise in the past ten years in the mainland. Before that, consumers' pursuit of suits is comfortable and not very exclusive. Loose is a popular style. As for fabrics, styles and so on, they do not form their own views. However, with China's entry into the new century, people have a brand-new understanding of the wearing of western style clothes, and have new requirements for the taste, details, raw materials and matching of the suits. This demand has directly spawned private custom business.

"At the beginning, it was only a few high-end customers' needs to create a customized business." Li Junya recalled that at that time, several senior customers complained about finding suitable suits and wanted to make a set of loose hawks. In order to maintain customer resources, the pine Eagle met the needs of those customers, and did not want to introduce new customers to customers, and completely opened the private custom business.

"Each suit is designed according to the requirements of customers. It is integrated with the design concept, volume tailored, and processed by dozens of processes. Some high-grade suits even need to be processed by hundreds of processes." Lin Jianquan said that nowadays, with the improvement of customers' vision, the production requirements of suits have been increasing day by day, from the cuffs, fabric matching, style, sewing and so on.

Pine Eagle Men's clothing is a private custom side, they pursue excellent quality and high-end taste. In the private custom business of clothing in Humen, there are still some private custom-made products that satisfy the practical needs of customers.

The brand of Rudy's poetry was born at the end of 2005, from scratch to now only 8 years. In this short 8 years, the company has developed nearly a thousand stores, and its bra products have also won the favor of many consumers.

Where is the secret of its success? Chen Hongmei, executive deputy manager of Dongguan city's poetry Co., Ltd., told reporters that a large part of the reason lies in meeting the needs of consumers. She told reporters that bra products have particularity, the size is difficult to be fixed according to the number of codes, different people have different needs. The company will provide customized services for customers according to their actual conditions, from the clerk volume to delivery, within a month.

Tailored to meet customers' needs in many ways

At the same time, you may have doubts about the rise of private custom. Instead of consuming time and energy to customize a set of clothes, why not buy one directly? Insiders told reporters that private customization meets consumers' requirements for clothing, and clothes purchased directly are difficult to achieve this effect.

The clothing producer of Lin, for example, shows that only 1/10 of the clothes in the wardrobe in China are more satisfied with them and prefer to wear it regularly. "The purchased garments are very difficult to match with their personality, body, skin color and occupation, and the tailor made of private clothes can meet the needs of customers in many aspects."

At present, with the rise of the logistics industry, the time for customizing clothes is also constantly being compressed. Currently, a general process of customizing clothes, tailoring, volume design, modification, and clothing is usually in about 20 days, but in the same city, this time can be shorter.

"The human body is different, the hobby is not the same. No matter what the quality and brand of a suit is, if you don't wear it according to the volume of the consumer, there will always be some details which are not satisfactory, and private custom will be relieved of people's worries in this area." Li Junya said that many people now have big bellies, high and low shoulders and so on. Factory suits are difficult to conceal these characteristics, but under the circumstances of private customization, these defects can be well concealed.

In an interview, the reporter found that, indeed, as Li Junya said, the reason why most of the private custom clothes are sought after by consumers is precisely their modification to the human body.

In a store in Song Ying Houjie Town, a reporter met Mr. Hong, who came to make up his clothes. He is an executive. He often needs to wear western style clothes because of his work needs. When he bought a suit before, he found it difficult to find a suitable suit because of his high and low shoulders. After listening to his friends, he created a set of loose hawk, the effect is better, he said the details: "in order to cover up the high and low shoulders, when designing clothes, special intention. Designer When asked to get dressed, the right shoulder pads were thickened and perfectly concealed.

Mr. Hong said that although the price of private customization is higher, it can fit the body shape and show its own preferences and aesthetic orientation. The integration of these details is also satisfying. In addition, he also stressed that private custom made clothes can avoid embarrassment of "bump shirt". Nowadays, there are not many brands of Western-style clothes that can be chosen, which often happen on the same occasions, but the custom tailored "tailoring" feature is the only thing in the world.

　 Humen clothing complement "one ring"

The rise of private custom business in Humen apparel industry has laid a solid foundation for the "four wheel drive" strategy of Humen's garment industry, which has complemented the four in one development mode of Humen's garment development.

Lu Chun, director of the clothing industry promotion office of Humen economic science and Technology Information Bureau, said that after 30 years of development, Humen has formed a large scale garment industry cluster and a complete and perfect industrial chain. However, the number of enterprises is large, but the scale of production is small, the number of brands is large, but the number of famous brands is small, and the manufacturing capability is strong. However, the weak ability of creation always restricts the further development of Humen's clothing industry.

To this end, Humen has put forward the four in one development mode of "traditional wholesale retailers + franchisees + e-commerce + advanced customization", concentrating on the advantages of the four, forming a resultant force, and realizing the "four wheel drive" to jointly promote Humen clothing to take off again.

In the current situation, in the "four wheel drive" strategy, two models of wholesale and retail and franchisees have achieved remarkable results in Humen. The success of these two models has also created the height of Humen Southern clothing distribution center. In recent years, the e-commerce investment has also made Humen's clothing business enterprises in the ascendant, and the results are brilliant, but the mode of advanced customization is still lacking.

Humen clothing industry analysis, for a long time, the traditional wholesale retailers, franchisees, e-commerce, advanced customization in these four models coexist in the garment industry of Humen. Each mode has its own characteristics and advantages. For example, traditional wholesale and retail businesses win volume, franchisees chain effect and brand effect are strong. E-commerce is characterized by low threshold, low cost and high efficiency, while advanced customization highlights the high added value of the brand. But it is undeniable that due to cost and other reasons, the proportion of high-end customization in Humen clothing is relatively small, which is not consistent with the status of Humen clothing.

In fact, the Humen town government also has a preliminary layout for the field of advanced customization of clothing. The construction of Humen fashion design center introduces the most advanced private customized business machine, which is intended to help garment enterprises develop advanced customization business.

Lu Chun admitted that advanced customization has been a clue in the clothing industry of Humen. This has set an example for other garment enterprises in Humen. "In the future, private custom clothes will definitely become an important part of the garment industry, and I hope more enterprises will be able to plan ahead and win business opportunities."