Personalized Era Leads To The Development Of Garment Customization Business Models

According to the world clothing and shoe net reporter, since 2009, Keqiao district has entered the creative industry as the gateway to promote the pformation and upgrading of China Textile City, and is committed to building an international textile manufacturing center, an international textile trade center and an international textile creative center.

Nowadays, Keqiao has set up 500 thousand square meters of fashion and creative base, introducing 386 fashion and creative institutions to carry out the innovation of the whole industry chain.

In 2015, the design and development revenue of creative fashion institutions reached 150 million yuan, leading to the textile industry's output value reaching 13 billion 500 million yuan.

In the past, Keqiao has the reputation of "sunrise China's silk fabric". With the complete and perfect textile industry chain of China Textile City, the Keqiao textile industry has also ushered in a new look of pformation.

As we all know, the proportion of weaving parts in Keqiao's textile industry structure is relatively large, and clothing accounts for a relatively small proportion.

But reporters in the dialogue with garment enterprises, found that many enterprises have to make customized feelings.

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There are many uncertainties, but with the increasing demand in the consumer market, more and more clothing Brand Company in Keqiao have shown strong interest in customized business.

Although each company has different understanding of customization, they all share a common point of view: to achieve the pformation of brand and even the entire industrial structure through customization.

Personalized culture promotes customized culture

In this era of individuality labeling, consumers will turn their attention to fashion customization, hoping to have their own brand designers tailoring themselves to make their own unique products.

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Yin Xiaohong, general manager of Zhejiang red Lang information Polytron Technologies Inc, likens clothing customization to "catalyst for society".

She told reporters that there are more and more opportunities for people to attend social activities, business negotiations, celebrations and visits.

For certain occasions, dressing reflects many elements such as human taste, self-cultivation, social status and identity.

Custom-made clothing can meet people's needs just now, so clothing customization has gradually been sought after in Keqiao.

Reporters in Keqiao Wanda Commercial Circle to observe the fast fashion brand "uniqu" as an example, it is low price, fast, fashion as the core value, keep pace with the forefront of fast international fashion.

And the average weekly renovation will take place and the storefront is at the core of the business circle.

This style of novelty, fashion and variety also applies to the styles of other fast fashion brands, which can stimulate consumers' desire for shopping to the greatest extent.

In the face of such a marketing environment, garment customization is obviously not in line with its consumption characteristics, such as relying on activities, advertising and finding endorsements.

The object of customized service is relatively high-end customers, not only to focus on customers' pursuit of fashion and quality, but also to focus on personalized needs. This is the new opportunity for customized high-end line pformation.

In marketing mode, Yin Xiaohong told reporters that customized clothing mainly takes offline one to one services.

"Customer centered housekeeping services" can enhance consumer loyalty to the brand and stick to consumers' fans effect.

First of all, it is necessary to find the corresponding niche market for customized garments. Focusing on personalized development is the pain point of all industries.

Market opportunities and brand competition complement each other.

Whether in China or in Keqiao, whether it is an independent studio or a listed group, in the clothing industry, brand building is the foundation for all other development.

In 2013, due to the exquisite dress of Peng Liyuan's visit, the word "customizing" exploded instantly in China.

In Keqiao, as early as 2012, Zhou Yunyi, general manager of Shaoxing winter orchid Garments Co., Ltd., since the establishment of the company, has put the focus of development on the "custom" section, and has also narrowed down the scope of underwear.

Due to the influence of traditional culture, most people have a "half face" attitude towards underwear culture, which leads to the interaction between underwear designers and consumers, which is not as frequent as other garment designs.

And the opening of "winter orchid" underwear brand and customized business will help to break the "fence" between underwear consumers and designers in Keqiao.

Custom-made clothing is common for consumers, but in the underwear industry, the rise of customized business is a new term.

According to Zhou Yunyi, underwear customization is not only selling underwear styles, but also imparting health concepts and values to consumers.

"Women's breasts are different in shape. Some women choose to be unsuitable for their underwear, resulting in abnormal chest shape and even damage to their health.

This will not only affect the appearance, but also affect the physical health.

Moreover, with the improvement of people's living standards and their pursuit, different people have different needs for the material, style and function of underwear.

Zhou Yunyi said, "underwear customization can directly solve these problems, through scientific measurement, to help consumers care for their body shape."

Good market demand helped Zhou Yunyi open the door of Keqiao underwear customization.

Recently, Zhou Yunyi has been keenly aware that through the solid underwear brand, we can launch a platform to build up the overall beauty of women, to make an inside to outside customization for female consumers.

"This is not only limited to underwear customization, but also provides services such as communication and health care to customers according to their actual needs."

Zhou Yunyi emphasized that all of these should first be based on the underwear brand of "winter orchid". "It is like giving the child the name. The brand is the foundation of customization. If we do not build the brand, then customization is just a function word."

Throughout the industry's customized development, no matter which industry, customization is different from other sense of mission, because from the pformation of customization, we can see that branding and individuation are the trend of customizing and market merging. When more and more designers are willing to tailor a garment or interior to create brand personality, will the road of customization in Keqiao be far behind?

China's elements and technological strength become bright spots.

When contacting with these "bespoke" custom-made business companies, the reporter's deepest impression is that the custom status of Keqiao still belongs to the "sharp corner of small lotus". With the accelerated pace of pformation and upgrading in Keqiao, and through the artistic creation of designers, Keqiao's customized culture will inherit and carry forward in the process of carrying forward the future.

Yin Xiaohong told reporters that the American tailor and actor Roberto was wearing "tailor" one of the brands of the company when he was making a promotional film for Keqiao.

Roberto, wearing a simple flat collar collar suit, sat on the awning boat and completed his shooting task efficiently.

It is understood that China

The main features are straight line clipping, plane expansion, and the use of linear and decorative patterns to enlarge the comfort of clothing.

It is precisely because of these elements that Roberto has felt the intuitive and static beauty of Chinese elements in his tailored suit, thus turning a new fashion into fashion.

Shaoxing Boya Garments Co., Ltd. is famous for its custom made by the company.

On the PC side or the mobile terminal, we open the personalized platform of "Chinese product customization". According to our personal preferences, we choose large to suit fabric styles, small buttons, lock eyeliner and other details, and then enter the volume data of consumers and three photos of the front and rear sides. A customized order is automatically generated.

"After the customer participation in the design customization section, the company's technicians will conduct a comparative review based on the uploaded data and body photos."

Lin Wende, deputy general manager of Hua Hua's advanced customization operation.

With the development of the times, from the traditional mode to O2O.

In Keqiao, a large-scale e-commerce mode of garment customization is just around the corner.

There will be more personalized services such as tailoring and image customization. This is the demand of Keqiao's overall economic pformation, and it is also a trend of the apparel industry with economic development.

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