American Clothing Business Launches "Tailored" Online Menswear Customized Market Reveals Business Opportunities

Recently, more and more American clothing

The "tailored" service has been launched because male consumers are no longer satisfied with the general Western-style suit. They hope that even if they do not leave home, they will be able to buy a fitting garment.

In order to attract more male consumers, some websites even started offering free overall image design services.

Online Mens custom market reveals business opportunities

For most American male consumers, they are pragmatic in solving their dress problems.

On the one hand, they want to dress up with nice and elegant clothes. On the other hand, they are unwilling to spend a lot of time shopping and trying on clothes in the mall.

Such consumer psychology has created the prosperity of the American men's clothing business market.

IBIS includes 15 categories of products in the US.

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The investigation and analysis of the sales situation showed that over the past 5 years, the sales of men's clothing increased by more than 14 other categories, and in the next 5 years, men's clothing will expand faster than other products.

In 2009~2014, the annual growth rate of mens online sales reached 17.4%, with sales of $9 billion 600 million last year.

In the next 5 years, men's wear online sales are expected to grow at a rate of 14.2%.

By contrast, the sales of men's clothing stores increased by only 2.8% in 2014, and the growth rate in the next 10 years is only 3.3%.

Online shopping means great convenience: no need to spend time in shops and shopping centres, and complete the shopping and return process without leaving home. These obvious benefits encourage male consumers to throw gold on the Internet.

But the general clothing provided by online stores is difficult to meet the individual needs of differentiation. Some male consumers can only take the psychological order of trying to see.

And this kind of buying behavior is likely to lead to the wearing effect is not ideal, the result is more than two kinds, either return goods, or find tailors to change clothes.

As a result, online sales of customized clothing market prospects gradually attracted the attention of the electricity supplier.

Sitting at home to achieve tailor-made clothes

In past impressions, clothing customization is a dedicated service item of physical stores. Nowadays, Internet service providers have achieved breakthroughs in this area through the omni-directional retail strategy.

Through the dispatch of tailored staff and send customized clothing two services, the big business is attracting custom-made clothing demand consumers.

J Hilburn is a shirt that allows men to buy personalized design shirts and trousers.

The biggest advantage of websites is tailoring the door.

The sales team hired by the company will arrange a time visit with the customer.

After arriving at the designated location, they will measure the volume of their customers and take out a variety of fabrics to help customers select the appropriate type.

After a while, the customer just needs to input his size, fabric and other information on the website to receive customized clothing.

Unlike J Hilburn's one to one tailoring, Knot Standard's access to customer profile data is its own wardrobe.

The website needs customers to upload clothes already in the wardrobe, including styles and sizes, so as to design unique patterns.

Based on the above data, Knot Standard can sew out fully fitted trousers, shirts and suits in a short time.

Customers can also create their own unique digital templates, and then automatically cut the high quality cloth through the combined laser cutting equipment.

It takes only a few minutes to complete the process from volume to design.

A few weeks later, the completed custom suit will be delivered to the customer's hand.

Image consultant helps develop a dressing scheme

In the US, the market share of Trunk Club, Bonobos and other websites in clothing business is gradually improving. Its competitiveness is not only to make male consumers free from the physical clothing shop's pain, but also more importantly, these websites can provide personalized clothing consulting service for consumers.

Founded in 2009, Trunk Club is a high-end apparel website located in Chicago.

The website provides a personal stylist for each member to help them select clothes that are really suitable for users' own style.

It is understood that the stylist of the website will judge its clothing preferences through user answers to some preset questions.

For example, "where do you usually shop?", "your favorite style, size, price, color, etc."

If the stylist can not make an image design according to the above answers, they will choose e-mail to communicate with users further.

After obtaining the user's preferences and styles, the stylist will send out some clothing and shoes that the user may like, while the user only needs to pick the style that he likes, then pay for the clothes and return the rest of the products.

In the eyes of consumers, Trunk Club is making profits by charging extra clothing guidance service fees, but that is not the case.

The business model of Trunk Club is exactly the same as that of boutique department store such as Sax Fifth (Saks Fifth Ave) and Barnes (Barneys).

Trunk Club buys clothing at wholesale price and sells it at retail price. All profits of the company are derived from retail pactions.

Unlike other clothing suppliers, the image consultant of the website is the sales person, who completes the profit maximization marketing work when they send the matching clothing to the user.

In order to enhance interaction with consumers, Trunk Club's marketing team often initiates discussions on fashion trends in various social media, such as publishing various pictures of clothing on Instagram and checking user reviews to determine whether there is a market for this garment.

The company's practices have enabled them to harvest a large number of fans in various social media.

At present, Trunk Club has more than 116 thousand fans on Facebook, more than 11 thousand and 400 fans of Twitter, and nearly 25 thousand fans of Instagram.

Offline experience shop to establish multi-channel marketing

Bonobos is similar to Trunk Club's business model. The website also strives to help consumers purchase personalized high-end clothing quickly and easily.

And Bonobos's success lies in its experience store strategy.

Experiential shop is not the most popular channel for Bonobos, but it is the most valuable place for users.

For example, the average consumption of online users is US $180, while the average consumption of experiential users is US $300.

So far, all experience shops opened by Bonobos have been making profits.

The value of offline experiential stores is highlighted for consumers who are not clear about their clothing size or who are not sure what they like.

In addition to the designer's face-to-face design, consumers can have a more intuitive understanding of the website's clothing quality and style.

On the one hand, this sales mode improves service efficiency, and on the other hand, it also promotes online sales, because some consumers will try shopping on the website after experiencing it.

Bonobos also realized the purpose of trying to buy online feed online through the experience shop mode.

In the second half of 2014, Bonobos gained $55 million in venture capital.

The financing is to increase the number of experience shops, with a target from 10 to 40.

This experience shop mode is very popular in the US electricity supplier field. Knot Standard has opened 6 entity exhibition rooms in the United States, which are located in New York, Dubai, Dallas, Austen, Houston and Washington. Besides, the exhibition hall of Chicago is also opening soon.