Clothing High-End Customization Advantages And Disadvantages Of Two Extremes

In the west of Heping Road, one is called "Li Yang".

The store recently opened quietly.

Entering the shop, exquisite decoration and good environment make people seem to be in a brand suit shop, and can not see the trace of traditional tailor shops at all.

Li Xiaojun, the boss, told reporters that this is the second store she opened in Huaian. "The first shop is in Hongze. Although the population is not large, our store is doing very well, which makes me very confident of the new store in the city."

Li Xiaojun introduced.

Shops are actually different from traditional tailoring shops.

Traditional tailoring shops are mainly small workshops. They usually employ a few people who can make clothes. They are responsible for the customers who come to the shop to measure their bodies and make clothes.

Nowadays, the clothing custom shops are basically joined in nature. There is no tailor in the single store, nor is it responsible for making clothes. The main function of the store is to receive customers and show the image.

The main job of the shop assistants is to understand the customers' dressing taste and their relationship through conversation.

The special requirements are then measured accurately, and the data is uploaded to the information system of the enterprise, which is made by the tailor or machine of the headquarters.

Li Xiaojun said that the production process makes clothing custom shop not too much emphasis on the location of the shop, and more emphasis on the development of online markets.

"We can even send people to a customer's home to measure their stature.

When done, it will be directly sent to the customer's home.

That is to say, customers can only wait for the door when they pay at the mobile terminal.

Focus on high-end, wedding, business market

Reporters learned that in the Huaian market, similar

There are fewer than ten custom shops, and joining is their common feature.

This way of relying on headquarters processing can really guarantee the quality of clothing, but at the same time, the price of customized garments is bound to rise.

Take men's suit as an example. The price quoted by a number of clothing custom shops for journalists is 2000 yuan. The price of a single brand suit is up to 4000 yuan, and the price of a single brand suit can easily exceed $10000 if you want to use imported wool fabrics and hand-made products.

Compared with large brand clothing stores, this price has gone beyond the limit.

Can these shops really have a market in Huaian?

In this regard, snorton

Store Manager Guo Qiurong admitted that at the beginning of the store, their target customers mainly focused on business people and white collar elites, because these people were usually opposite to other groups.

The degree of fit is higher and the purchasing power is stronger.

"Although the number of customers is relatively small, considering the higher unit price of clothing, the profit margins are considerable.

And once the customer approves the style and workmanship of your home, you will probably publicize it in his circle of friends, so as to bring other customers.

In contrast, Li Xiaojun not only focuses on the elite, but also vigorously develops the wedding and business market.

For example, she said that even ordinary people would not be careless in marriage.

With the improvement of living standards, a customized fit is made.

It has become a choice for many new people.

And in this way, new parents also have the need to customize the dress, so the wedding is a big market.

"Take our store, this part of the business has accounted for nearly 1/3 of the total turnover."

For the enterprise market, Li Xiaojun said that although the price of the business uniforms is lower, it is better than the total volume, so it can also account for nearly 20% of the total turnover.

Tailoring is a good combination of personality and personality.

As the saying goes, there is no diamond without porcelain.

To be able to dominate the high-end market, bosses have their own bottom line.

Guo Qiurong, taking the wedding suit of male star Wallace Huo, for example, "you see, there is a white edge on the collar of his suit, which is a high-end private customized product.

Brand produced by ordinary assembly line

It can't be done at all.

The details, which are dispensable in the eyes of ordinary people, seem to be an important sign of uniqueness.

After all, no one wants to wear the same clothes with others. "

Guo Qiurong said that in terms of personality, custom-made clothing has an unparalleled advantage. "For example, we can embroider the names of customers in the pockets of clothes and let customers freely match their necklines, cuffs, colors and other details, so that customers can customize a unique suit."

In addition to personality display, Li Xiaojun said,

It can also fit the customer's figure to the maximum.

"The size of ordinary brand clothing is usually between 165cm and 185cm, which can only meet the needs of ordinary customers.

If a person is overweight, too thin or even hunched, these clothes will not fit.

In private custom clothing stores, shop assistants should measure 18 contents such as shoulder width, chest circumference, waist and so on.

Before you buy it, you can't try to wear it.

Clothing custom shops do have many advantages, but there are also bottlenecks restricting the development of the industry.

In the interview, Li Xiaojun talked about the most awkward thing that clothes can not be tried on, "customers go to finished products."

Shop, you can try it on before payment.

But it can't be realized at the time of custom clothes shop.

After all, thousands of dollars of clothes, many customers are hard to make up their minds to pay before they see anything.

Li Xiaojun said that in order to eliminate customers' concerns as far as possible, they would be prepared to make various accessories for clothes and clothes for customers to choose personally.

When they are finished, they will show the clothes as well as possible after the software.

However, because this exhibition is still virtual, it is difficult for customers to convince.

For customized clothing, many people's intuitive response is that the cost performance needs to be improved.

"Maybe customized."

It does fit well, but it's not a well-known brand after all.

If I can't get a brand out of it, why do I have to spend thousands of dollars to buy it? "Mr. Wang said.

In this regard, Du Liyong, an economics department teacher at Huaiyin Normal University, thinks that expensive rents, high-end decorations and limited markets make it possible.

The custom industry is equated with the high price.

In the future, the garment customization industry can continue to market on deep ploughing line to reduce unnecessary cost and improve the price performance of garments.

Developing new clothing industry prospects

Although there are bottlenecks in development, they are still opposite.

The future of the industry is still quite promising.

"I have been a store manager for two years, and the monthly business income of the store is on the rise.

I believe that the future of Huaian residents will be right.

The demand will be bigger and bigger. "

Guo Qiurong said.

Dai Aiguo, lecturer of Huaian City People's social Bureau entrepreneurship guidance center, believes that

The industry is pouring into more and more competitors, but most of these new shops focus on the high-end suit market, which is conducive to the formation of brand value, but on the other hand, it has become a development constraint.

"Future, right.

People with personalized needs may not only be confined to business white-collar workers, so clothing custom stores should also extend to the mid end casual wear market while doing the high-end market.

Dai Aiguo said, in fact, no need for deep customization, as long as there is a little difference, most customers will be very interested, and this is left to the garment customization industry market blank.