With the change in consumer habits, in the clothing industry, spawned a wave of private custom clothing tide. Jianwen photo
Private customized to meet the requirements of consumers in all aspects of clothing, and the direct purchase of clothing is difficult to achieve this effect.
Private customized to meet the requirements of consumers in all aspects of clothing, and the direct purchase of clothing is difficult to achieve this effect. Jianwen photo
Each one has a unique trendy clothes are personalized and can not be copied, such clothes as long as the side of the city, is sure to be consumers. With the change in consumer habits, in the clothing industry, spawned a wave of private custom clothing tide. In this fashion driven, with the Southern faction reputation Humen clothing distribution center, the garment industry who have seen the enormous potential of the private customized, focused on creating private customized services, customized to meet the needs of private, look for advanced customization road.
Currently, Humen clothing industry in the Pine Eagle Men, Junior neon cowboy personality, Rudy poetry lingerie brands have launched customized services in the industry triggered a strong reaction. Humen Garment Association official said, only after reaching a certain brand awareness, in order to attract private custom business consumers, foreign brands was the leading private custom, now Humen clothing enterprises to enter the field of personal customization and success, indicating Humen clothing industry brand achieved success, Humen clothing industry relay provider stage, towards advanced customization stage.
Aesthetic changes spawned private custom
Apparel industry for customer service attentive to what extent? Outsiders can generally from Humen Pine Eagle Men’s advanced customization services can peep. The company set up a special design team, providing customers with the amount of body home-made service, the team will be based on customer demand, to Pine Eagle stores around the country, providing services to customers.
The assets of a billion enterprise specializing in the production of men, in 1996 opened the first Humen Fashion Fair, Pine Eagle is one of the seven launch Humen clothing brand. Li Jun, deputy general manager of Asian men Pine Eagle said, Pine Eagle for some high-end customers, the establishment of a dedicated custom team offers customized services. Among them, the team has experienced exclusively by Hong Kong tailors led, from time to time to stores across the country, the amount of body for the guests, and to develop production planning according to guests’ needs.
“Stand up straight, arms outstretched, attention to breathing, to help lower the amount you are now the size.” Last month, Pine Eagle men’s production director Stephen Lam took the ruler, in Zhengzhou, Henan Province Pine Eagle men a store, a skilled tailor to guests. Such customers went to the store for the amount of body work, he may dry on a couple of one month, any place all over the country is a loose Eagle stores.
Stephen Lam Humen in Dongguan Pine Eagle clothing company as production director, but also the amount of body-made senior technologist, counting from 15-year-old apprentice, has 40 years of apparel industry experience, veteran suit tailors, since the the late 1980s to work in the Mainland, witnessed the development of the history of the garment industry in Dongguan. According to Lin Stephen introduced his private custom team of six people, they do a suit, to communicate with customers to fully understand the customer physical appearance, personality, style, materials, etc., after at least three times to try and adjust, and repeatedly communicate modifications , the production time for up to 20 days or more after.
Compared with the production line of suits, private custom clothing has its own unique personality and uniqueness, which also makes its price is higher than the average production of clothing. “Currently, Pine Eagle customized service, the most expensive price of a suit in more than 30,000 yuan, the price is higher than the same type of production is about 50% higher than ordinary suit.” Stephen Lam said that according to his contacts with the customer’s point of view , the main factors to consider consumer prices have not able to find a suitable dress is the most important.
With business growing private custom accepted by the public, private custom Pine Eagle men’s share of the business is also increasing, at present, nearly 10% of its sales of its total share of the company.
The pursuit of excellence, but also to meet the practical needs
One private custom personalized design and personalized service, but with strong economic strength in order to enjoy the service. As Pine Eagle Men in general, the hundreds of million or even several million production costs, the average consumer unbearable price.
It is understood that, at present, an advanced custom suit price from several hundred thousand to a million on the market. Although expensive, but private custom clothing still get a lot of senior consumers.
Why there will be private custom apparel business it? Stephen Lam believes that this current style pursuit with people there is a close link. He told reporters, and private custom suits for decades in Hong Kong is not the same in the Mainland, private custom suits only in recent years began to rise. Previously, consumers pursue the suit is comfortable, not very focused on their exclusivity, relaxed style is popular, as fabric, style, etc., do not form their own opinions. However, with China in the new century, people dressed in suits with a new awareness of the requirements of the new suits have embodied quality, details, materials, and stature matching degree, this demand directly spawned private custom business.
“Initially Pine Eagle do private custom business, it is only a few high-end customers.” Ya Li recalled that when, several senior customer complaints to find the right suit, tailored let loose a hawk, in order to maintain customer resources, pine Eagle that several customers to meet the needs of wanted, customers about new customers, completely customized to open a private business.
“Every one suit are based on customer requirements, integration of design massing cut through the steps to complete the production of dozens, even some high-end suits to go through the process of making hundreds of channels.” Said Stephen Lam, now, with the improve customer horizons, rising suit production requirements, from cuffs to enhance the fabric with style, sewing use and other aspects.
Pine Eagle men’s side on behalf of a private custom, their pursuit of excellence and high-end taste. In private custom Humen clothing business, there are some practical to meet customer demand for personal customization, where Rudy poetry underwear is one of the representative.
Rudy poetry brand was born in the end of 2005, from scratch, to now, only eight years, and in this short span of eight years, the company has developed a scale of nearly a thousand stores, which sell products also received no bra fewer consumers.
The secret of its success in the wrong? Rudy poetry, Ltd., Dongguan City, Chen Hongmei deputy manager, told reporters that a large part of the reason is that it can truly meet the needs of consumers. She told reporters that the bra has the particularity of the product, the size is difficult to follow the code number is fixed, different people have different needs, the company for the actual condition of its customers, will provide customized services, from the clerk to the amount of body shipped in a month completed.
“The price is not too high, but higher than the average bra one or two hundred.” Chen Hongmei that do not currently pursuing private custom business profits, but to build brand reputation, to develop market segments.
Tailored to meet the needs of various customers
While the rise of private custom, perhaps you will have doubt spend their time and effort to customize a costume, why not just buy one? Insiders told reporters, private customized to meet the requirements of consumers in all aspects of clothing, and the direct purchase of clothing is difficult to achieve this effect.
The Lin apparel manufacturing industry for example, a survey shows that Chinese clothes closet each person only one tenth is relatively satisfied with their own, often prefer to wear, “buy garments to fully comply with its own personality, figure, color occupational difficult personal clothing tailored to meet customers’ various needs. ”
Nowadays, with the rise of the logistics industry, etc., time is constantly compressing custom clothes, clothes from the current general bespoke, cutting the amount of body design, modifications, taking clothes, this process is generally 20 days or so, while at the same urban, this time can be shorter.
“Human different, not the same hobby, regardless of the quality of a suit, how the brand, as long as consumers are not in accordance with the manufacturer tailored wear are always some people are not satisfied with the details, but it eliminates the need for private custom people in this area worries. “Li Ya said that now a lot of people tend to belly, shoulder height, etc., factory production is difficult to cover these features suit, but in the case of private custom, can be a good cover up these deficiencies.
The reporter found that indeed, as Li Asia said, private custom clothing is the most sought after consumers in its reasons for the modification of the human body.
Pine Eagle in a store Houjie Town, reporters came across a custom clothes hung, he was a corporate executive, he was due to work demands, the need to always wear a suit when you buy a suit before, because of his obvious shoulder height, difficult to find the right suit, also try to find a tailor during customization, but the effect is not good. After listening to friends, he set a custom in Pine Eagle, the effect is better, he said, such a detail: “In order to cover up the level of the shoulder, in the design of clothes, designers specifically requested to later get clothing when , found on the right shoulder pads thickened some perfectly conceal body flaws. ”
Hung said that although the high price of some private custom, but can do paste fitting type, to show their preferences and aesthetic orientation, integration of these details also really let satisfaction. In addition, he also emphasized that private custom clothes to avoid “Zhuangshan” embarrassing, now, not too many brands choose to suit the situation Zhuangshan often occur at the same occasion, and private custom “tailored” feature , There is only this one, it will not appear similar situation.
Humen clothing make up the custom “one ring”
The rise of the private sector Humen clothing custom business, but also for Humen clothing industry “four wheel drive” strategy to lay a solid foundation for the development of Humen clothing complement the four integrated development model.
Humen Town Economic Science and Technology Information Bureau Lu Chun Garment Industry Promotion Office Director said that after 30 years of development, Humen has formed a large-scale garment industry clusters and supporting a sound industrial chain. However, the number of enterprises, but small-scale production, the number of multi-brand, but less well-known brands, strong manufacturing capacity, but the ability to create weak always restricts further development Humen clothing industry.
To this end, Humen proposed implementation of the “traditional wholesale and retail + stores + suppliers + advanced custom e-commerce,” four in one development model, focused on the four strengths, and concerted efforts to achieve “four wheel drive” in order to promote common Humen clothes off again.
View on the current situation in the “four-wheel drive” strategy, wholesale and retail electricity suppliers to join the two modes, Humen has achieved significant results, the success of these two models also created highly Humen clothing distribution center in the South to send nearly years of e-commerce investment, but also to Humen clothing electricity supplier in the ascendant, with impressive results, with the exception of the advanced customization of this model is still lacking.
Humen garment industry analysis, has long been the traditional wholesale apparel production retailers, franchise providers, e-commerce, advanced customization of these four modes in Humen clothing industry coexist, each model has its own characteristics and advantages. Such as traditional wholesale and retail to win, supplier chain stores and brand effect is strong, e-commerce is both low threshold, low cost and high efficiency, and high value-added advanced customization is more prominent brands. But it is undeniable that, due to cost and other reasons, a smaller proportion of high-end custom Humen clothing, this position is not consistent with the Humen clothing.
In fact, for the field of advanced custom apparel, Humen Town, the government has also been pre-layout, its construction Humen clothing design center, the introduction of the current most advanced private custom business machines, intended to help companies develop advanced custom clothing business.
Lu Chun frankly, advanced customization has been emerging in Humen clothing industry, which set an example for other Humen clothing enterprises, “In the future, private custom apparel will certainly become an important component of the garment industry sectors, companies can hope to have more advanced layout win business opportunities. ”
Observer reporter
Humen clothing should be “Nuggets” private custom
Last year, Chinese clothing brand wind blowing a domestic brand, which is the most admired, Guangzhou, one of “exceptional” clothing brand, but also because of celebrity brought to new heights, it also allows personal customization Chinese brands into the public view.
This round of the wind in the wake of Chinese brands on the domestic Chinese brand awareness, but also to fashion has become a popular topic, find a their own clothing brand, which gave birth to the “private custom” has become the new darling of consumer groups to understand.
Indeed, some Chinese consumers become rich, willing to spend money already spent stage has now understood to spend big step towards a new phase of the process, spawned a huge “custom” market.
Nowadays, “private custom” has become the most fashionable words, every aspect of daily life, all areas have played a “private custom” brand, to provide consumers with a more personalized choice. Of course, “private custom” also provides businesses with new opportunities. On clothing developments, from around 2008, the market began to emerge, “custom” trend, during which large companies buy custom clothing style, allowing enterprises for the first time felt the “custom” service potential business opportunities. Over time, the individual’s “custom” demand is beginning to show in recent years, white-collar workers, business people, and the body of a person lacking taste and personality have special requirements for more and more people are willing to spend money on these customers have to know how to spend money in the ranks, a soft spot for the dress customized services.
The reason may be based on the rise of private custom personality, brand, taste, cover defects, etc., However, only the change is the emergence of the market so that the garment industry began to bid farewell to the mass production, and slowly began to focus on the breakdown of the individual services.
Private custom advantage is obvious, just the only world has buzz, and fit their size, many beauty who became elated, and the material of the clothes can be added to any grade has become a great place to show, above all people ecstatic.
Specific to the Humen clothing industry, an opportunity not to be missed this, needs to be carefully grasp, Humen clothing customization in the private sector should “Nuggets” for the Humen clothing add a new competitive advantage.
As the experts said, “as a gathering place for the South to send clothing, with the strength of Humen clothing has indeed can do private custom,” said Professor moanda Dongguan Institute of Technology economics, now, most people will focus on their instruments, think an appropriate set of clothing has a very important role in their lives, which provides for the development of private custom apparel soil.
Humen clothing possess natural advantages should be further explored. It is undeniable that when referring to private customized especially advanced customization topic, foreign brands often dominate, but to a strong rise “exceptional” and other local brands, in fact, also declared a local brand promising.
Back to the origin of the development of the apparel industry, consumers want to buy their own products are unique, so companies need most creative, have their own design, their own ideas.
Four on the current development model in terms of revealing Humen clothing industry, retail and wholesale decline is inevitable, although a strong competitive electricity supplier force, but the channel and brand are difficult in their own hands, and now, especially in private customized advanced customization is rise, only to seize this opportunity in order to consolidate the status of Humen clothing industry.
