Brand Clothing Enterprises Get Together To Customize And Seek International Cooperation To Narrow The Gap.

　 There is still a gap between customization and international high-end customization in China.

Following the continuous "closing shop boom" in the first half of 2014, negative growth began to become a major current situation in the apparel retailing industry. As a result, many local clothing brands have focused their attention on customizing business with "one to one" service mode, hoping to ease the crisis. However, due to the current domestic Apparel advanced customization The market is still in the initial stage of development, and the shortage of talents has led to the imperfect industrial chain. There are such problems as poor consumption experience, incomplete realization of individual needs of consumers, and the lack of conceptual design.

　　 Local brands get together to make presumptive business.

Under the influence of "closing shop tide", many local clothing brands realize that large-scale garments can no longer satisfy people's growing demand for personalized consumption, so they have launched advanced customization business.

Recently, YOUNGOR's flagship high-end custom brand MAYOR is well known worldwide. Fabric Supplier LANIFICIO F.LLI CERRUTIDAL1881 signed a strategic cooperation agreement, which further enhanced the position of MAYOR brand in the field of apparel advanced customization. In addition, Henry brand, a brand of the top clothing of the British royal family, will carry out all-round cooperation in the fields of technology, technology and culture. It will bring the advanced custom business to a whole new height. The first full category clothing store set up in the whole country by the 002154 bird's share brand has been stationed in Tonghua, Jilin, and is now officially facing the market for customized business. The seven wolves (002029, stock bar) has been officially stationed in the terminal stores of the "Mingshi Tang", and the 002485 of them have launched their own business. Advanced customization Brand "polanyo".

　　 The difference between domestic and international brand customization level

Although the number of brands that provide advanced customization business in China is increasing, compared with the advanced customization business of foreign clothing brands, the strength is still insufficient. "I have tried to customize the clothing of domestic brands, although the price is much lower than the customized brands abroad, but the overall feeling is obviously different from foreign brands." Liu Tao, who works in IT, said that he compared domestic and international markets. Custom made garments After the design, he found that the domestic custom clothes only stay at the level of conveying the concept to consumers, and can not really meet the individual needs of consumers. Liu Tao believes that this is caused by the lack of professional talents, and this problem has become the soft rib of the domestic garment customization industry.

Liu Tao gave an example to reporters. Taking custom tailored suit as an example, the designer of foreign clothing brand will collect data on the size of movement, standing size, walking width, habitual posture before the design, and most of the domestic brands. Designer It is simply for consumers to measure basic data such as sleeve length, trousers length and chest circumference. In addition, in terms of measurement, foreign clothing brands are usually manually measured by the craftsmen, while some of the domestic clothing brands are measured with 3D anthropometric instruments. The latter is more efficient, but because the machines perform uniform procedures, the measurement of detail data is not accurately measured manually. Liu Tao believes that using machine measurement results in the lack of personalized elements in clothing. "If it doesn't matter which brand it goes to, Custom made garments The size of the machine is measured, so the clothes made are definitely the same, and there is no customization. "

In addition, there are differences between domestic custom clothing brands in understanding consumer demand. Liu Tao told reporters that when he made clothes for foreign brands, designers often asked questions about personality, such as age, occupation, use occasions, colors, fabrics, buttons, patterns and so on, and even found some photos to let consumers see the effect. Finally, they made design proposals and made suggestions. Domestic designers will only raise some basic questions about demand and use occasions, and will not offer too many suggestions for consumers. "In designing clothing, I'm afraid most of the consumers are laymen, so the demand they put forward sometimes may not be suitable for themselves. If designers do not make suggestions from a professional point of view, then custom-made clothes may affect the effect."

According to Liu Tao, the shortage of excipients also affected the domestic market. Custom made garments Standard. "I will design exclusive LOGO for the second buttons of the left sleeve of the suit according to different occasions, and the domestic custom brand can not achieve this demand." Liu Tao said foreign clothing custom brands will be tailored to consumers' creative needs for buttons, but no manufacturers in China are willing to produce these unique buttons individually.

　　 The key to reserve professional talents

At present, domestic Clothing industry There is no clear concept for advanced customization. Xiao Wenling, Professor of the Department of dyeing and clothing design and design at Academy of Fine Arts, Tsinghua University, said that the advanced customization is based on the needs of consumers, through personalized tailoring, design and hand sewing, forming a unique, completely satisfied consumer clothing. Such clothing is characterized by luxury, niche, personalization, high cost, exquisite fabric and detailed attention. Nowadays, there are two custom-made custom-made garments in China: one is uniform clothing for enterprises and institutions, and the other is part. Clothing brand The introduction of three-dimensional technology in a relatively short period of time to provide personalized services for consumers. To be more precise, this is a non standardized mass production mode.

"Non standardized mass production mode, although it can be opened with the help of capital strength, has brought popularity and sales volume to the brand, but this is not the true concept of advanced clothing customization. The advanced customization product should give consumers a sense of Chr (34), which is hard to find Chr (34). In fashion industry investor Shang Xinyu, the test of clothing advanced customization is the ability of designers and craftsmen to accurately grasp the needs of consumers on the basis of deep understanding of brands. Only in this way can the win-win situation be achieved between brand businessmen and consumers.

Shang Hsing further pointed out that despite China's Apparel advanced customization The industry is moving towards luxury, but its brand awareness, internationalization degree and specialization degree have a certain gap with international brands. Therefore, in order to truly integrate with the international market, we must pay attention to the reserve of professional talents so as to maintain the strength of further development.