"Big" Has Different Sizes Of Clothing And Fashion Industry Is Approaching.

In recent years, more and more artists, models, websites and public opinion have been emphasizing fashion.

According to reports, in the United States, the gross garment industry has a value of $17 billion 500 million a year.

So in China, thanks to the long tail effect of the Internet, big code costumes have been exploding in e-commerce.

Only the Amoy Department has deposited Msshe.

A large number of men and women who focus on large numbers of people, such as PANMAX, chubby, and so on.

Tmall's original brand Xiao Huai said that the number of TOP sellers of several large yards of women's clothing was much higher than that of clothing manufacturers.

The temptation of the market is much more than that. Last year, the Korean clothing house launched the big code women's clothing brand Vancqueen, one year is already the class 5.

This multi brand killer is planning to win the battle and launch the big code men's clothing.

It can be seen that, driven by market segmentation and interest, big codes, which have been avoided by fashion circles and brands, are becoming hot.

However, these large size clothing brands with many years of experience should tell you that it is not easy to win the hearts of big girls.

"Big" is different.

It is not only easy to magnify the size of the clothes in a big size dress, but beginners, especially those who are not fat, will ignore one problem: they are ten fat people and ten people.

"Skinny people can basically wear their bust size as long as they are fit.

But big size is not acceptable. Shoulder width, sleeve girth, waist circumference and so on should be considered.

Liu Liuming, the founder of silk Li Xiu, exclaimed.

He saw a group of photos on the Internet. Two girls with XXL code wore several brands of the same brand, from T-shirt to skirt, and dress, brand model and two of them, wearing 3 kinds of effects.

"A dress model is just right, but when she comes to her, the abdomen is prominent, and the other person may be well in the abdomen, but her arm is tied up.

This is what we are worrying about when designing a dress.

As a seller of big size clothes, he started exporting and selling wholesale and retail businesses in 2004. At that time, more than 90% of the goods in the Taobao market came from their homes, so they also had a say in this regard.

He said that each brand has different definitions of big code, including the size of the difference between the two codes.

In China, the more uniform cognition is women's clothing XL code and above, men's clothing XXL code and above are regarded as large code range.

Although some businessmen in order to please the audience psychology, will also launch some M code products, but this size is not the traditional sense of girls 165, 170 boys can wear M code.

Liu Liuming recalled that when the first big code was made, many businesses thought that they could copy the operation mode of the regular code. They only needed to build up the explosive money to push a marketable garment, but the final result was a large return rate.

With experience and lessons, manufacturers have to go through many tests to develop products and try to find models with different shapes.

If you debug a lot, you will find that there are some rules to follow.

For example, young women, with plenty of weight and physical beauty, tend to prefer S design that is not the best but can embody the body. Older people pay more attention to comfort, and most of their fleshy meat is concentrated on the abdomen, so they can be designed as A type.

In this way, according to the social environment of women of different ages, the demand for functional clothing can be traced broadly.

What I want is beauty, not big.

Size and version are just the first step of entry. Design and fashion are the eternal topics of dress circles, and girls are never concerned about how to dress more thin.

Girls who love beauty do not want their own wardrobe in addition to black is black, even big girls are trying to defend their pursuit of beauty.

Of course, those men who are proud of their strength are not aware of the fact that men nowadays are crossing the tide. They can not wear long skinny legs, and can also be a blue fat man with a damp hip-hop.

Msshe is an early attempt to fashion large size costumes.

When Zhang Jingwei first bought clothes on the Internet, he found that the color was too dark, and the style was simple. "It was totally out of line with my cheerful personality."

In fact, she was a big girl. At the beginning, she also took a group of photos for the shop.

She said, it is true that the heart is fat and fat. Most of the fat people are cheerful. They don't like to have too many restrictions. In that case, how can they wear clothes that are "old fashioned"? So she plans to design herself for herself and the fat MM who have similar needs with her.

First, according to the trend of the season, we select the color and design elements suitable for the large code population, and apply these elements to the sample clothes for adjustment.

At this time, we should pay attention to the influence of the height of clothing collar, waist line, buttock line and skirt length on the effect of upper body.

"These parts are dead places for us."

Brand distribution manager and brand model Zhang Jing said that the design of large size dress is a rigorous job, and a detail mistake may affect the wearing effect.

Therefore, she never looks at the graphic design of the costume or the model.

"I don't know how to wear it until I wear it."

To this end, they set up a group of fans to send samples to different users of different sizes for trial wear, and then debug them.

Perhaps this is a design field that needs more respect for the wearer than the ordinary dress.

Similarly, the design of men's clothing is also true.

Gigantic shark is an original brand designed for large code men, the founder of Zhao Cheng said, compared to everyday, men pay more attention to work standing occasions.

"It may be a T-shirt and a pair of sports pants, but not in the workplace. Business etiquette still needs attention.

In addition, business men now suffer from dinner parties and most of them have beer belly, so now this demand is beginning to show.

When considering the clothing requirements of this group of people, he first thought of the design direction of the British style, because the body weight is very common in Europe and America, and the long-term demand of the crowd makes foreign designers more proficient in this aspect of the design.

In the movie "special trainees", the hero's nearly 50 year old physique is still handsome and handsome. "It's not because of his good figure, but the carefully tailored suit that conceals the defect of his body."

Therefore, the giant shark specially invited designers from Italy to control the style of the brand.

In addition, large size clothing also has high requirements for fabric selection. The same style ordinary fabric may not be suitable for large yards, such as chiffon and lace.

The big code fabric is the first to bear in mind, so that it has elasticity, so that it can have enough comfort. Secondly, it is breathable, because most of them are sweating easily. Besides, it is not easy to pilling, because the friction force of gravity is more frequent than that of the ordinary people. It is also necessary to have enough texture, because no one wants to see a baggy fat or what clothes to wear into pajamas, and the clothes with texture will make them look more spiritually.

It can be seen that this is a fastidious crowd.

How big is the future?

The spring of the big yard market is coming. These are the big size clothing brands that want to identify the location and want to subdivide the crowd. When they want to be a "fat man" quietly, they are eager to expand their brands and want to break the blue ocean.

In May, Vancqueen was awarded the rank of Top5, which was only one year after the birth of Han Du Yi house. The resources of the big seller in the supply chain, promotion and operation, team cooperation and so on were easily overtaken.

This has alerted TOP3, Msshe, fiber and wheat, who have long been in the position of TOP3.

This also allows the industry to think about the future development of big code costumes for this particular group of people.

Take this group, not just clothes.

In fact, the Internet brands that have long ploughed large yards have been thinking about how to expand their scale. The most likely thing to think about is to expand the category.

Fat people, besides clothes, have the same "special" needs in underwear, shoes, clothing and other clothing products.

Msshe has begun to try to make boots, because it has found that the fat MM that gives up boots is big because of the problems such as the leg's sturdy or poor leg shape. But as a fashion essential item, "why can you only wear thin skins?"

As for why only boots were chosen instead of all shoes, Zhang Jingwei said, the others

Factories or brands that have large or female shoes or shoes for foreign trade are doing so. Because of the extension of trousers, some boots are more painful for obese people and more suitable for crowd needs.

In addition, Msshe also intends to try swimsuits, stockings and other categories, while others have begun to try big size underwear.

It can be seen that it is also a good choice to expand the category to provide a one-stop clothing purchase for the large population.

In addition to size, more subdivision is needed.

Big code helps these Internet brands cut a piece of cake from the dimension of size.

However, in addition to this, it is like a big code man's clothing with tide cards and English ones. In fact, there are styles or age subdivisions in the big yard crowd.

Xiao 2 said that although Msshe, Li Xiu, and Mai Mai were all women's clothing, their discrimination in style was too small.

"In fact, the market is very short of dress code."

On the one hand, it is related to group resources, and on the other hand, it is related to the style of subdivision, and the main Korean style has obvious group characteristics.

In order to make the crowd more focused, or to have a big slice of the market, it can also subdivide the market according to style or age.

March into overseas markets

Although statistics show that 300 million people are overweight in China, 46 million of them are obese.

But globally, this is not the most obese place.

Such as Europe, America, Southeast Asia, or neighboring countries such as Japan and Korea.

When he first worked as a wholesaler, he began to open the foreign trade market through fast selling.

The giant shark, after being positioned as the British wind, has been selling quickly to Russia, Europe and the United States.

Msshe intends to test the market in Singapore and Malaysia in the near future.

It can be seen that even if the segments are divided, there will be unlimited market opportunities.