The Personalized Era Of Garment Industry Has Arrived, And Garment Customization Has Become The Trend Of Development.

The argument of Nike CEOMark Parker may represent the general view of many brands' "personalized customization": "in the next 10 years, the most likely industry innovation will be personalized products." Not only do you make changes and innovations in terms of function and aesthetics, but also include new ways of production that we can't do today.

For this reason, Vanessa Friedman, a fashion columnist, wrote recently that "in today's world, people are increasingly being encouraged to master their own destiny and challenges, both with the authority of the system: at first, the medical profession, the education sector, and now it is" clothing Bound. The dictatorship era has ended, and the humility of the designers has arrived.

But is customization business really that good?

Two years ago, Betty Smith, the Japanese women's wear denim brand founded in 1962, also launched its own custom brand Denim Works.

Cowboy is a frequent phenomenon in the personalized products of fashion brands. Fabric 。 Compared with other fabrics, denim's custom-made large to color, year of production, tailoring, small to wash, patch, rivet and printing, the operation is more streamlined, the choice of a wider range. The high-end Cowboy brand Notify and London Cowboy brand M.i.hJEANS, which we have reported before, are also looking at this.

Betty Smith is located in Goshima, Kurashiki, Okayama, Japan. Known as the "jeans town", originally known for its dyeing, weaving and clothing technology, the cultural influence brought by the US Army after World War II has slowly shifted to a concentrated area for processing and subcontracting American jeans.

The 54 year old brand has actually started providing customized services since 2003, but the main target consumers were tourists. "So many people come to understand the cowboy culture on the island, and they will definitely want to take away some cowboy products that can only be bought here. We have factories, technology and people. Why not? "Yasuhiro Oshima, President of Betty Smith, said.

The location of tourists seems to be accurate from subsequent market feedback. Betty Smith receives 1500-2000 custom orders each year, and the stores offering it also extend to London, Hongkong and Seoul in 2007, 2010 and 2011. It is natural to establish an independent brand for this business.

According to past experience, the newly established sub brand Denim Works has extended the target audience to over 40 years old, with 60% to 70% men. Starting from 31 thousand yen (about 1900 yuan), customers can choose to place the order online or directly to the more than 100 tailoring shops in Japan. According to the official website, the order process is divided into 6 steps: listening to the salesperson introduction, measuring the size and choice. cloth Choose several basic components of jeans, confirm whether to add several optional processing flow and fill in the order form. In addition, in order to ensure quality, DenimWorks only accepts 5 orders per day.

However, it is worth noting that Yasuhiro Oshima did not consider Denim Works as the main business of the company. Most of the profits actually came from a set of jeans, priced at 13 thousand yen (about 800 yuan), the main line Betty Smith.

Another custom made 3 years ago. Brand jeans Bonum shares the same view. The brand is also attached to Baycrew's, a clothing brand already owned by several multi brand chains. They set up a studio at the back of the store to provide customized services at different levels - you can buy an old one at a price of 16 thousand yen (around 980 yuan). Jeans After the "renovation" of the new clothes, or choose 30 thousand yen (about 1835 yuan) of the fully customized services.

At present, most customers of Bonum are around 30 years old, and the concept of "16 thousand yuan" transformation of old clothes has attracted a totally different audience from Denim Works, 60% of whom are women.

But like Yasuhiro Oshima, Bonum director Hideto Mori said in an interview with WWD: "customers like to buy clothes directly from the studio, but this is just one of the services we provide. Customized cowboys are good for brands, but you can't survive on this business alone.

At the end of last year, it ran for 6 years. Jeans customization The brand Getwear declared bankruptcy. Yaakov Karda, founder of smashingmagazine.com, published a long article summarizing why the business failed. In addition to the reasons for excessive investment, rapid expansion and incorrect market positioning, Yaakov believes that the most critical problem is that people's demand for customization is not as great as expected.

"Large scale jeans are generally priced at 15 to 40 dollars. Designer The price of jeans can be as high as 150 dollars. We chose the middle price of 99 dollars, but the fact is that there are not many people who make cowboy online. High-end customization It can be highly dependent on repeat customers, but ordinary people do not want to spend their time designing their own clothes. Think of it, our founders themselves have never used customized services.

Up to now, none of the franchised popular or online brands has been successful. Levis's's customized brand INDiDustom Denim, which was founded by senior entrepreneurs, and two similar start-up companies, OriJeans and Tribe Jeans, collapsed in 2014. Levi's a custom made in 2004. Jeans wear OriginalSpin has also been closed.

In this regard, Vanessa Friedman's sentence is also the best summary: "our wardrobe is hidden in the past embarrassing dressing choices, but DIY design increases the risk of exposing personal bad taste......" There is still a clear line between making noise and making noise. "