China'S "High-End Garment Customization" Market Needs To Be Standardized.

Today, "

"High-end customization" is everywhere in our country.

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Claiming high-end customization

There are thousands of studios and studios, but these high-end brands can only be counted as one in a hundred. In the whole work, they have not been able to finish the "qualitative break", which is quite distinct from foreign brands.

Zhai Zi Xiu, a Chinese Enterprise News Alliance, points out that "high fashion" is very widespread and chaotic in our country. There is no work standard to handle. There is no prosperity clothing association.

Our country

The association has commented on the high definition norm, but in the end, even the names are hard to ascertain.

Gao Ding in our country is only a little higher than the ordinary garments. "

Service is not standardized.

Foreign established brand services are rich and standardized, and adopt a complete set of good service specifications for consumers who do not have the same needs, age and level.

When foreign brands customize clothing, planners often ask about age, work, use occasions and favorite colors.

Some personality problems such as buttons, pictures and so on will even bring some photos to let consumers see the effect. Finally, we will draw up the planning plan and put forward the proposition.

And domestic planners will only put forward some basic questions about demand and application, and will not put too many ideas on consumers.

The need is to note that consumers' demands may not be appropriate from time to time. If planners do not advocate from a professional point of view, then customized clothing may have an impact.

Most of the established brands in China do not pass through the technology and are hard to reach the foreign level.

Customize

For example, planners of foreign clothing brands will collect data on the scale of movement, standing scale, walking width and habitual posture before planning, while most domestic planners simply measure the basic data of sleeves, trousers length and chest girth for consumers.

In addition, in terms of measurement, foreign clothing brands are usually manually measured by craft technicians, while some clothing brands in the country are measured with 3D anthropometric instruments. The latter is more convenient, but because the machines perform consistent procedures, the accuracy of detailed data is not measured manually.

The data obtained by machine measurement are quite different. The fundamentals can not be described as "personalized" customization.

In terms of customization, foreign brand names pay special attention to market segmentation. Men's clothing, women's wear, children's wear, work clothes, dress and so on are often distributed to special planners of different brands, so as to achieve reasonable distribution of resources.

But in China, "universal brand" and "universal planner" are common.

Planners are of mixed quality.

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

In fact, the term "high-grade customization" comes from French Haute Couture, and has the meaning of law.

As long as you pass the planning brand or studio approved by the French top fashion association, you can use the title "Haute Couture", and these brands renew every year.

In order to protect its authority, Haute Couture still has a very cumbersome authentication procedure. It is illegal to call itself Haute Couture without its authentication.

So far, no Chinese planner has obtained the qualification of Haute Couture issued by the French top fashion association.

But in our country, although no planner claims to be Haute Couture, many planners call their own work as "high-end customization".

The "high-end customization" is originally the Chinese plation of Haute Couture.

A small change in the concept not only reduces the threshold of "high-end customization", but also makes the "high-end customization" disorder in China.

Together, the "hype" phenomenon of China's high ranking planners has emerged one after another.

In this year's Paris fashion week, our planners Yulan's appearance in The Grand Palace has attracted a lot of controversy. Many people think that Yulan did not appear in the "Gao Ding Zhou" list.

Like Yulan, domestic planners are "uninvited" in the world show, high-profile shows are already an important way to publicize their brands and display "huge".

In fact, the planners' high qualifications have not been recognized abroad.

The introduction of "high-end customization" in China is relatively simple, but many brand planners are confined to the "entry" situation, and there is no novelty in planning. Perhaps many of them stack up some "expired" elements.

In creating, we should not think ahead and stop. It will lead to a "trust crisis" in our work.

Whether it is brand awareness, the degree of globalization or specialization, it has a certain distance from the world's major brands.

As a result, the demand for work is intact, the planners' participation criteria are standardized, and a talent reserve database is set up to ensure the follow-up development of the top grade brands in China.