Fashion Design Industry: Where Is The New Customization?

Instead of following blindly, they choose clothes that truly reflect their attitude towards life. This has become the current trend of new consumption, and the concept of "new customization" has surfaced.

Unlike France's advanced customization, this new customized product is not necessarily expensive, but it must be of quality and designed for a small group of people as a sign of a particular lifestyle or attitude.

Customized Specialized Committee can emerge as the times require.

The concept of consumption in China's clothing industry is changing with the younger consumers.

"If someone asks young people born after 2000, when you grow up and want to consume what brand, I think a lot of people's answer is not" what brand do I want to buy ", but" even if I have money, I will not buy any brand, "which is the change of consumption concept.

Zhao Qian, director of Faxin International Group, told reporters that the future consumption concept is that consumers no longer blindly follow the brand and choose the clothes that truly reflect their attitude towards life.

Product life attitude

In the field of costume design, the industry knows a law of evolution, that is, when the new trend is coming, it is often different from the prevailing trend.

The Chinese market is in the fast-food consumption stage. The clothing brand pursues the reaction speed to the market, and pursues the style which is generally applicable to the public, so as to achieve mass sales.

Such a practice is understandable, but Zhao Qian thought: "when people are not satisfied with such consumption, I believe that customized lifestyles and consumption patterns will gradually become the mainstream."

Zhao Qian's "customization" is not what people generally call "advanced customization".

"Unlike France's advanced customization, the product of this new concept of customization is not necessarily expensive, but it must be of quality and designed for only a small group of people, marking a specific way of life or attitude."

Individuation is its mark. Although this kind of customization is not tailored for one individual, it must serve a particular group of people.

For this reason, Zhao Qian gave an example: "for example, a garment that meets the new concept of customization, if worn by people who do not agree with this lifestyle, will feel very incongruous, and will be out of tune with their communication circles and daily necessities.

This customization naturally delineates consumer groups through products. "

For this reason, the "China custom Specialized Committee", founded by Shanghai International Fashion Federation, was established in Paris, France not long ago.

"This customized Specialized Committee carries a new concept of customization, which was proposed by France New International Group as early as 2013, and has now matured."

Zhao Qian said.

"Moreover, this customization concept is not limited to clothing, as well as accessories and various daily necessities such as food and household products.

Their prices are varied, but they are all consumers who are interested in knowing and willing to pursue.

Even this kind of customization has nothing to do with the ability to consume. To work life style, to a plate or a lipstick, represents a culture and values. "

Zhao Qian explained.

New path of customization in China

Although this customization concept is still in its initial stage, its development is very fast.

"When I talked about this concept with others in 2013, many people were still confused, and after two years, now we put forward this concept again, people can quickly understand, and find clues from their lives.

Therefore, in 2015, China customized Specialized Committee came into being.

Zhao Qian said.

In July this year, along with the advent of the 2015 autumn and winter Paris advanced fashion week, the official opening ceremony of the Paris Les Suites, the China custom Specialized Committee and the "China custom salute" news reception was held.

DAN, Dan, Ding Tian, Grace Chen, HANART Han Yi, Huang, Lawrence Hu, Mary Ma Marry Ma, NE TIGER Zhang Zhifeng, Qin Xu, Sheme and other ten Chinese designers and Custom Brands participated in this "custom tribute to China" global tour.

In addition, China's customized Specialized Committee has set up 10 start-up members, including 3 honorary members. The establishment of the special committee has made an important step towards professionalization, systematization and standardization of Chinese customization.

Zhao Qian said.

Zhang Zhifeng, vice president of Shanghai Fashion Federation and founder of NE TIGER brand, said at the meeting: "China has five thousand years of cultural accumulation, which provides rich information and inspiration for China's customized development. We should create a cultural symbol that belongs to us and create a custom-made road in China."

Implementing the concept of customization

Not only the direction but also the commercial landing, the special committee has provided professional sales channels for designers during the establishment of Paris.

"We organized a special showroom in Paris and co operated directly with a Paris custom flagship store to sell the designer's products in it.

It is understood that only two weeks, the store sold 8 pieces of Chinese designers, and these styles of clothing span a great deal, both positioning contemporary, but also a simple style.

Zhao Qian said, "the selection of the special committee in July is taken into consideration. During the French fashion week, a large number of buyers and customers will gather in Paris to give more feedback to China.

Next January, we will come to Paris again to demonstrate the concept of Chinese customization from here to the world, so that people in the global fashion industry can understand China's fashion design.

Zhao Qian said.

In the future, the global tour of "custom tribute to China" will also come to the fashion capital of New York, London, Italy, Milan and so on.

Through this series of activities, Chinese designers should not only export products to the world, but also export cultural spirit.

In addition, the special committee has led designers to visit several highly customized workshops in Paris, so as to know the birth of French advanced customization and its ultimate pursuit of detail.

"This has great reference significance to the development of Chinese customization."

Zhao Qian said, "now back to China, our work will be further expanded, and more local and even international designers who agree with China's customized development path will be drawn up."

"In November this year, we will also organize a Chinese custom day event in Beijing, which will display various kinds of art and daily necessities, including garments, in the form of exhibitions. This will be an exhibition to display the customized lifestyle in an all-round way, and will further speed up the customized development process of China's consumer market.

Here, all exhibitors will be linked to business and display and sale. We will also look for more buyers, multi brand stores and network platforms to participate.

Zhao Qian said that regardless of the present or future, the activities of the special committee will be based on the popularization of customized design and customized life.