Online Customization: Let International Fashion Week Enter Ordinary People

If we use traditional mode to operate from demand to precision volume, then

Design draft and customer confirmation, edition master edition, customer test white cloth for debugging, final sample clothing production, the first trial installation, plus manual, completed.

Generally, the whole process takes about 2-3 months or so, and consumers need to pay huge cost to experience customized services, no matter the price or cycle is not acceptable to ordinary consumers.

"In fact, 80% of customized demand is a modular demand."

Insiders said.

A few days ago, Jingdong set up a customized channel for Beijing costumes. The customization process was modularized and moved online, and consumers could conduct online activities.

The choice of personality, including fabric, style, size, decoration and so on, can get more customized clothes that meet their needs.

After the channel was launched, Mr. Li became one of the early adopters.

I care more.

The differences in texture, tailoring and design will make me feel different, so if you can customize the details on a certain basis, it will be very good.

Mr. Li first selected a basic product from Jingdong.

Choose "Customize": under the dual needs of comfort and simplicity, choose 50% cotton material, then choose collar, collar, pocket, button...

The last choice is to embroider your name with a script at the right cuff.

According to introduction, Jingdong

Also play the platform advantage to provide consumers with O2O and LBS (location service) mode to store volume, door-to-door volume service.

If Mr. Lee did not know which size he should wear, he could have three choices: 1, enter his own position, make an appointment with the physical teacher, and 2, select the store that is closer to the store by LBS (location service); 3, help yourself, then enter your own sign number, and the system will automatically match the appropriate size.

The individualized mode of customized consumption is thus coming into the life of ordinary consumers.

Meanwhile, in London time September 19th, Jingdong joined hands with EVE de CINA, NE TIGER, Kevin Kelly, By Creations, NE, X Lando, and Heng Mei Rui jewelry.

A fashion show called "Beijing system" was held, and the "Beijing system" strategy was officially released.

The "Beijing system" is specifically disassembled into two business dimensions, clothing customization and customization, which touch different consumers and meet the dual needs of personalized design and experiential consumption.

In the six big brands that were hand in hand with Jingdong, By Creations Bai pin was an early attempt to customize online business. They brought Italy fashion design and Italy handcrafts to consumers through the Internet platform.

"Our customers are mainly young people around 30 years old," said Lorenzo Caramalli, general manager of By Creations. "They are well-educated, have a certain income base, have a rational mind and have a certain pursuit of quality.

We passed

The direct connection between the consumers and the craftsmen in Italy has been achieved, and the intermediate links have been removed, thus saving the cost for consumers.

At the same time, we also provide offline experience store, so that consumers can experience Italy's customized and distinguished service at zero distance.

It is reported that in order to further enhance the shopping experience and enable consumers to get accurate recommendation in line with their own personalization in the shopping process, Jingdong set up the ID file for users, through the analysis of consumer consumption data and behavior trajectories, recording the consumption characteristics of demand, preferences, sizes, price segments, not only to achieve customized personalization recommendation, but also to enrich user files by using consumer preferences on brand, style, material and other dimensions, and enter the body data, for the "size assistant" and "virtual fitting room" and other products.

Recommendation, you can automatically match the right size through the system, and you can try to see the upper body effect of the selected dress through the 3D model that is consistent with your body shape, and then make the purchase decision.

Jingdong apparel home business division

Liu Hong, general manager of the Department, said: "at present, the custom channel has been launched.

Women's clothing, jewelry, glasses and other categories will continue to expand shoes, bags and so on, and constantly improve category development.

In the future, Jingdong clothing will also promote customized business to all fields related to fashion life, and meet customizing consumer demand in a wider range.