Mr. Fashion, Do You Understand?

In the past 2018, Chinese men bought 10000000 leather coats, 3500000 coats and three suits.

The data came from Taobao's 2018 China male consumption report.

In many people's eyes, men who don't have too many opinions on clothes seem to have begun to pick on the style and style of their clothes. They will read and learn fashion, and the "offline fitting and online shopping" has become the main consumption habit of Chinese men. They are expressing the new understanding of aesthetics through stylish clothes.

Business customization, support for hundreds of processes.

In recent years, men's clothing business customization has attracted much attention. In northern Guangzhou, Shenzhen and other first tier cities, men's clothing has been customized for one street distribution. According to the survey of the consumer index of Kayu, 73% of the first tier cities have considered that proper dressing is very important for job interviews and heterosexual dating.

"In the tide of information access channels, the public taste and clothing preferences are rapidly increasing and changing, in a series of international activities and the promotion of high-end men's wear brand, men's clothing custom set off a new upsurge."

Ma Yuming, director of cool blue blue brand, has his own unique view on the development of men's wear market.

In order to cater for the pursuit of Chinese men's taste, cool blue blue products are divided into four major business suits, business casual, fashion mix and elegant dresses. Customers can independently design customized clothing that can express their own personas, and dress consultants take 22 data from 19 parts. Clothing is driven through the 400 multi-channel production and ironing process in the data driven factory. From scratch, material selection, tailoring, sewing to ironing and pportation, every process is kept improving.

Business customization is becoming more and more popular in the men's clothing industry. Nowadays, with the popularity of O2O mode, user appointment, door-to-door volume, fabric selection and garment production are all more flexible, and the location of the store is also mostly located near the commercial office, which is convenient for every customer to save data and enhance the user's stickiness.

There is no denying that the prospects for men's business customization are yet to be developed, and the gaps in more cities need high-quality brands and storefronts to fill them.

Regional leaders, R & D as the core

Fu Hongpei, director of commodities of Zhengzhou Dun Sen Garments Co., Ltd., recently encountered an unusual phenomenon.

"In previous years, our old goods price adjustment rate is very high, but this year is not very obvious, old goods prices are cheaper, but also sell new products, which shows that customers' demand for products gradually improved."

"We are also constantly innovating. This year, we will focus more on improving the competitiveness of fabrics, such as air conditioning pants, graphene fabrics, and three function windbreaker," said Fu Hong, "and we are constantly innovating this year.

The dressing styles and preferences of each district are different.

"People in Central Plains are more introverted, so many southern or northeastern clothing styles may not be suitable for local people.

After many years of product style adjustment, we have captured the characteristics of Henan people's favorite version, and take Henan as the center to do a good job of regional men's clothing brand. This is also our regional competitive advantage.

In the past two years, clothing brands are constantly opening and closing stores, and the brand proposition of Mr Sen is more rational and forward-looking.

Fu Hongpei said, "product competition is the core of brand competition in the future, and consumers will become more rational in the future. If the product fails, consumers will not buy the brand anymore.

Only when the brand has its own tonality and market identification, will the customer be stable so as to develop the long term.

Because of this, it will bring three series of products, "light business, simple fashion, slow leisure", to show you the "young" leisure style in CHIC2019 (spring).

"We have two modern trousers production industrial parks. We will play the core product of casual pants at the exhibition site, and we hope to cooperate with more brands."

Leather clothing is customized, personality aesthetics is more popular.

Life is not only about work pressure, social interaction, but also the freedom of home life.

So in the men's wear area, besides the business customization mode, the more cool and personalized leather clothing custom is coming into view.

"In the traditional leather jacket adjustment version, and then add embroidery, rivets and other accessories, can very well reflect the fashion personality."

Yu Xiaohui, C2M operation manager of Longsheng Garments Co. Ltd. in Dalian, said: "in this era, it may not be the designer, but yourself, that changes the fashion trend."

Longsheng is deeply aware that Chinese men are increasingly keen on external beauty, and leather clothing business is very popular in recent two years.

"Our OMS ordering system not only covers men's jackets and coats, but also includes skirts, trousers and so on, so as to achieve the highest price performance for all kinds of leather products."

"Customization has great significance for saving resources and inventory.

Personalized volume service and intermediate value creation process are the product of garment customization, big data and popular era.

In Yu Xiaohui's view, customization is the most effective way to solve the problem of "going stock".

Whether it is a small batch of flexible production orders from the B end customers, or a personalized order of C terminal customers, enterprises can complete the order through "intelligent" precise production, no longer need the pre production of garments, and integrate intelligence into every link such as order, production, sale, service and so on, so as to get through the whole industrial chain, reduce the backlog of inventory and control the production cost.

But custom leather clothing is only one of the categories of customized men's clothing. Maybe in the near future, custom shirts, custom T-shirts and custom Cowboys will also enter the market.

Mass customization, C2B business model.

From the whole to the details, the trend of customization can not be underestimated.

Business customization, business casual, leather customization...

The rise of many categories of men's clothing marks a complete improvement in the taste of Chinese men.

Men's clothing includes all aspects of men's life: business, home, high street, on different occasions, choose their favorite clothes to interpret external beauty, express their true inner.

The Chinese men's wear also combines traditional and modern, retro and new fashions, fully balances the moderation and radicalism, practicality and elegance, and provides a new creation and new definition of Chinese men's taste through the design of the style: business customization can also be presented in fashion, and business casual and leather clothing can embody personality style.

And more men's clothing category will also appear in CHIC2019 (spring) fashion men's wear exhibition area.