Local Brand Economic Growth Focuses On Customized Business

Following the continuous "closing shop boom" in the first half of 2014, negative growth began to become a problem.

A big hidden danger.

As a result, many local clothing brands have focused their attention on customizing business with "one to one" service mode, hoping to ease the crisis.

However, due to the fact that the domestic clothing advanced customization market is still at the initial stage of development, the shortage of talents is prominent, leading to the imperfect industrial chain.

It is impossible to fully realize the individual needs of consumers, only the concept has no substantive design problems, which results in a significant gap between the customization level and the international brand.

Local brands get together to make presumptive business.

Under the influence of "closing shop tide", many local clothing brands realize that large-scale garments can no longer satisfy people's growing demand for personalized consumption, so they have launched advanced customization business.

Recently, YOUNGOR's main high-end custom brand MAYOR signed a strategic cooperation agreement with the world-renowned fabric supplier LANIFICIO F.LLI CERRUTIDAL1881, which further enhanced the position of MAYOR brand in the field of apparel advanced customization.

In addition, Henry brand, a brand of the top clothing of the British royal family, will carry out all-round cooperation in the fields of technology, technology and culture, bringing the advanced custom business to a whole new height. The first full category clothing store set up by the national wedding bird (002154, stock bar) in the country has been stationed in Tonghua, Jilin, and is officially facing the market for customized business. The seven wolves (002029, stock bar) has been officially stationed in the terminal stores of the "Mingshi Tang", and the 002485 brand has also launched its own advanced custom brand "poeannho".

The difference between domestic and international brand customization level

Although the number of brands that provide advanced customization business in China is increasing, compared with the advanced customization business of foreign clothing brands, the strength is still insufficient.

"I tried to customize.

Although the price of clothing is much lower than that of customized brands abroad, the overall feeling is obviously different from that of foreign brands. "

Liu Tao, who works in IT, said that after comparing the styles of custom-made clothes at home and abroad, he found that the domestic custom clothes only stay at the level of conveying the concept to consumers, and can not really meet the individual needs of consumers.

Liu Tao believes that this is caused by the lack of professional talents, and this problem has become the soft rib of the domestic garment customization industry.

Liu Tao gave an example to reporters. Taking custom tailored suit as an example, the designer of foreign clothing brand will collect data on the size of movement, standing size, walking width and habitual posture before designing, while most domestic designers simply measure basic data such as sleeve length, trousers length and chest girth for consumers.

In addition, in terms of measurement, foreign clothing brands are usually manually measured by the craftsmen, while some of the domestic clothing brands are measured with 3D anthropometric instruments. The latter is more efficient, but because the machines perform uniform procedures, the measurement of detail data is not accurately measured manually.

Liu Tao believes that using machine measurement results in the lack of personalized elements in clothing.

"No matter which brand of custom made clothing is measured by machine, the clothes produced will be the same, and it can't be customized."

In addition, there are differences between domestic custom clothing brands in understanding consumer demand.

Liu Tao told reporters that when he made clothes for foreign brands, designers often asked questions about personality, such as age, occupation, use occasions, colors, fabrics, buttons, patterns and so on, and even found some photos to let consumers see the effect. Finally, they made design proposals and made suggestions.

Domestic designers will only raise some basic questions about demand and use occasions, and will not offer too many suggestions for consumers.

"In designing clothing, I'm afraid most of the consumers are laymen, so the demand they put forward sometimes may not be suitable for themselves. If designers do not make suggestions from a professional point of view, then custom-made clothes may affect the effect."

According to Liu Tao, insufficient supply of accessories also affected the standard of domestic custom made garments.

"I will design exclusive LOGO for the second buttons of the left sleeve of the suit according to different occasions, and the domestic custom brand can not achieve this demand."

Liu Tao said foreign clothing custom brands will be tailored to consumers' creative needs for buttons, but no manufacturers in China are willing to produce these unique buttons individually.

The key to reserve professional talents

At present, the domestic garment industry does not have a very clear concept of advanced customization.

Xiao Wenling, Professor of the Department of dyeing and clothing design and design at Academy of Fine Arts, Tsinghua University, said that the advanced customization is based on the needs of consumers, through personalized tailoring, design and hand sewing, forming a unique, completely satisfied consumer clothing.

Such clothing is characterized by luxury, niche, personalization, high cost, exquisite fabric and detailed attention.

Nowadays, there are two custom-made custom-made garments in China: one is uniform clothing for enterprises and institutions, and the other is the personalized service provided by consumers in some short time.

To be more precise, this is a non standardized mass production mode.

"Non standardized mass production mode, although it can be opened with the help of capital strength, has brought popularity and sales volume to the brand, but this is not the true concept of advanced clothing customization.

Advanced customized products should give consumers a sense of "one coat is hard to find".

In fashion industry investor Shang Xinyu, the test of clothing advanced customization is the ability of designers and craftsmen to accurately grasp the needs of consumers on the basis of deep understanding of brands. Only in this way can the win-win situation be achieved between brand businessmen and consumers.

Shang Xinyu further pointed out that although China's apparel advanced customization industry is moving towards luxury goods, it has a certain gap with the international brands in terms of brand awareness, degree of internationalization and specialization.

Therefore, in order to truly integrate with the international market, we must pay attention to the reserve of professional talents so as to maintain the strength of further development.