Discussion: Hundreds Of Millions Of Men's Suits "Gentlemen" Business Is Good.

As a kind of imported culture, western style clothes are enduring because of their profound cultural connotations.

Before and after 1840s, suits were introduced into China, and the demand for men's daily life expanded year by year.

At present, the main consumers of suits are mainly occupational groups, such as finance, sales, foreign enterprises, high-end clubs, entertainment circles, and cocktail parties, weddings and so on.

However, the suit is not only simple as "professional suit", but the mainstream culture of the suit is also a symbol of identity, and it is also a manifestation of gentlemanly demeanor.

From the sales volume of men's suits, the sales of men's suits increased year by year, and the growth rate remained at around 10% in 2011-2017 years. In 2017, the sales of men's suits reached 105 billion 800 million.

Under the influence of unit price and dressing scene, workplace men aged 25 to 45 are the main consumer groups.

Although the frequency of suits is relatively low, the high cost performance and high quality suit brand is still the biggest demand of the white-collar and the new middle class consumers.

The "fast fashion" brand of suit industry

Japan is probably one of the most popular and profound countries in the world.

On weekdays, you can see a group of salaried clerks dressed in plain suits waiting in line, waiting for cars and walking.

Even taxi drivers are uniform suits and white gloves.

The Japanese are so fond of their suits, and the local brands are quite unusual. Among them, the popular brands include AOKI Aoki, THE SUIT COMPANY and Aoyama Hirohato.

Aoyama Hirohato: known as "UNIQLO" in the western-style clothing industry.

As a Japanese national brand, Qingshan dress (Qingshan) was founded in 1964, with 47 stores in all parts of Japan. There are only more than 80 stores in Tokyo, with an average annual sale of 2 million 800 thousand units, known as "the world's first sales volume".

In addition to the Japanese, many tourists will go to Japan to punch Qingshan suits.

Qingshan clothing is mainly for sale of men's and women's suits, including shirts, shoes, neckties, briefcases and other related workplace products. Its main target audience is for students and workplace newcomers.

It is reported that every three Japanese men, there will be a suit that is dressed in Castle Peak suit, called "UNIQLO" in the western-style clothing industry.

There are several different series of Qingshan clothes, including the most popular PT9 series, HILTON series, HILTON series, SavileRow series, CHRISTIAN ORANI series, YUKI series TORII and women's series.

The popularity is based on comfort, high cost performance and excellent tailoring.

Most of the suits are crease resistant fabrics and have shape memory function.

Suits are priced at about 2000 - 3000 yuan, and they often offer discounts.

In 1994, Qingshan clothing entered the Chinese market. Up to now, there are nearly 30 stores in Shanghai, Nanjing, Suzhou and other places. The shopping centers that have been stationed include Shanghai global port, Shanghai Jingan great fusion City, Suzhou central shopping mall and so on.

Suitsupply: Zara in the suit industry

The suit brand Suitsupply, founded in 2000 in Amsterdam, Holland, was selected by New York magazine as "the best place to buy a suit". In 2017, the brand received 360 million dollars in investment.

Unlike the traditional model of the suit industry, Suitsupply adopts a vertically integrated strategy to reduce the cost of the suit in a fast fashion business mode. It controls the purchase and sale of fabrics from the fabric to the entire supply chain, and attracts consumers with Italy fabrics, fashionable designs and high performance price ratio.

Such a novel suit concept fills the gap in the mid end price suit market.

The target audience of Suitsupply is the young men who buy their first suits. They aim at the proportion of men in different areas, and introduce conservative retro style and fashionable Novelty Suit to meet the needs of young and mature men.

The price of the two piece suit is priced at 399 to 999 dollars, and the volume customization price is 1049 dollars (the price in China is about 2980 yuan to 6980 yuan, and the custom cost is 7000 yuan).

The products in the Chinese market remain basically in line with the European and American markets.

By the end of 2017, the company's annual revenue was about 300 million euros, increasing at an average annual rate of 25%.

Besides physical stores, its online sales account for 30% - 40% of total sales.

Suitsupply also hired professional tailors to conduct online guidance for customers.

Suitsupply now has more than 90 stores in Europe, the United States and Asia. After entering the Chinese market in 2013, it opened 4 direct outlets in Hongkong, Beijing, Shanghai and Hangzhou. The shopping centers included Hangzhou Kerry Center, Beijing overseas Chinese, and so on.

In the future, we plan to open stores in Chengdu, Shenzhen, Chongqing, Wuhan, Shenyang and other cities.

Fashion, sports and tide cards also push suit.

Even sports brands, fashion brands and tide cards smell business opportunities in suits and break the conventional crossover suit market to meet this subdivision demand.

Adidas and ASICS introduce sports suits.

These two sports brands aim at the indispensable suit market of Japanese office workers.

Among them, Adidas2016 launched a sports suit called PerformanceSetup in Japanese market in the year of Adidas2016. It used the combination of DELTAPEAK elastic fabric and Adidas's special moistureproof sports material to create a tailored tailored sports suit.

It is on sale at 56000, Japan, at a price of 56000 yen (about $3400).

ASICS, Japan's professional functional sports brand, has jointly launched the formal dress series with the Japanese apparel brand Keisuke Kanda and the fashion brand ANREALAGE.

BEAMS F

BEAMS, Japan's flagship brand, has several sub line brands. Among them, BEAMSF, the main suit, takes an elegant and mature formal dress style, mainly in the direction of European dress culture. It aims at comfort and beauty. It is mainly aimed at urban gentry style over 30 years old. The suit version is suitable for the relatively small figure of Asian people, and the price of the suit is between 5000 yuan and 10000 yuan.

BEAMS F has an independent specialty store in Shinjuku, Tokyo. 1F sells various kinds of suits, jackets and sporting goods, and 2F sells shoes, bags, watches and other accessories.

There are also BEAMS F areas in the flagship store.

Initial

The composite brand initial, founded in 2000, integrates fashion elements into all aspects of dress, life and dining. Its men's wear section has launched a suit suit for Asian style. Each store has set up a suit design area, which combines traditional crafts with Asian tailoring and uses advanced fabrics from Japan and Europe to create a series of different theme suits with more sense of design and fashion.

Around the idea of "high matching" suits and "reducing the burden" of life, initial also created a "light" suit series, dedicated to the design of summer suit new concept.

O2O customize suits become a major trend

According to China Everbright Securities data, in 2016, the size of the private custom garment market in China was 102 billion 200 million yuan, and it is expected to reach 200 billion yuan in 2020.

With the upgrading of consumption, suit customization has also become a major trend.

At present, the custom tailored market is mainly divided into two formats: one is a tailored single store mode, which includes private workshops, and more and more niche brands with high-end high-end suit tailored to shop in the shopping center, and high-end high-end consumers, such as the ERICCHEN of Shenzhen bay the Mixc, the Rui RZ Bespoke of Guangzhou cube, and AT Bespoke of Shenzhen Shangye Shangcheng.

Another format is the "Internet +" mode, which adopts Internet customization platform and offline tailoring mode, such as IWODE, ybong, American brand Knot Standard and so on.

IWODE

IWODE (Evo tailor) is a custom brand dedicated to O2O Menswear, between traditional high-end customization and ready-made garments.

In 2015, he got 150 million yuan B round of financing.

Taking "customization, fashion, technology" as the core of the brand and adopting the mutually beneficial network + customization mode, the scale effect that the traditional advanced customization can not be realized is solved.

IWODE is mainly targeted at 30-40 year old male consumers. The suit suits are priced between 1000 yuan and 4000 yuan. They are popular with high cost performance and provide fast, fashionable and technology tailored experience for suits.

Stationed in Tmall platform in 2008, became the first Tmall brand business, more "lightning customization" service, the fastest 36 hours door-to-door.

In 2015, IWODE also launched an "easy tailoring" customized platform for online extension, providing door-to-door customization services to users.

Customers are concentrated in the age of 20-30, while the IWODE business has brought a 30% growth.

In addition, IWODE has set up its own production base.

Since its establishment in 2007, it has more than 200 direct stores, covering more than 20 provinces and Southeast Asia, covering over 40 cities, including Beijing, Shanghai, Guangzhou, Shenzhen and other places. The shopping centers are Guangzhou's Zhengjia square, Beijing blue harbor, Shanghai Zhengda shopping mall and Shenzhen central city.

Knot Standard

As the first custom menswear brand in the United States, KnotStandard was founded in 2010. It mainly supplies all kinds of luxury custom tailored suits, shirts, trousers, windbreaker and casual wear.

In addition to online platforms, there are 7 offline stores worldwide.

Matthew Mueller, co-founder of Knot Standard, said: "personal customization is not only a trend, but the future of the clothing industry.

"

KnotStandard is a customized menswear brand with a broad customer base.

High quality cloth, exquisite manufacturing process and reasonable price meet the personalized needs of more customers.

Through innovative technology to measure the size, and the use of global digital tailoring facilities to make customized suits, changed the way the US men buy suits.

- conclusion -

Men's suits can be divided into three types: ready to wear, semi custom and full custom.

Nowadays, young consumers are advocating simple and casual dress for their suits, approachable temperament, and will choose to mix sports shoes with sports shoes and short boots.

In January and June each year, PITTI IMAGINEUOMO will be held in Florence. This is the largest and most prestigious men's wear and accessories exhibition in the world. It mainly displays traditional Western-style clothes, business men's wear and casual men's clothing. It can understand the most popular Western-style culture and trend of the January.

Men from all over the world who wear beautiful suits will gather together. The scene is very impressive and magnificent. It's simply a gentleman's party.

The male economy has been low-key, but the size of men's wear market has maintained steady growth.

According to the relevant data, in 2017, the demand for men's clothing was about 105 billion 800 million yuan, accounting for 15.65% of the men's clothing scale of 676 billion 100 million yuan, and the demand for men's clothing was about 319 million.