Can a guest bath fire re-create custom clothing to help him climb the peak again?

From the peak to the bottom of the valley, I believe that no one has a deeper understanding than Vanke. After experiencing ups and downs, Vanke is regaining market and trying to increase user stickiness through privately-tailored business. However, the difficulty in operating the clothing industry has increased dramatically. How many odds are there for customized services, and can it help them climb the peak again? Before returning to this issue, you need to understand the overall situation of the custom clothing industry.

Analysis of the reasons for the rise of custom clothing

When people's living standards are raised to a certain stage, the individualized demands are released, and the requirements for the aesthetics of clothing are gradually rising. It is obviously difficult to meet the demand for batches of garments on the market, and custom clothing has arisen. Customized clothing has made up for the pursuit of personalized clothing, and has catered to consumers' pursuit of quality. It has received more and more attention in recent years.

Although it is not developed and mature like European and American countries, custom clothing has developed rapidly in large and medium-sized cities in China, and its momentum is very strong. Especially in the context of the increasingly difficult to make the clothing industry, custom clothing has become the next profit growth point for major apparel companies.

According to the data of the Prospective Industry Research Institute's "China's garment industry production and sales demand and development prospects forecast analysis report", as of the second quarter of 2017, China's clothing sales volume was 14.39 billion pieces, the production and sales rate was 98.2%, a decrease of 0.8 over the same period last year. Percentage points, ending stocks increased by 7.5% compared with the beginning of the year, the predicament of the clothing industry can be seen.

Statistics on China's clothing sales from the first quarter of 2016 to the second quarter of 2017 (unit: 100 million pieces, %)

Source: Prospective Industry Research Institute

The clothing industry is in trouble. On the one hand, it is affected by the depression of the overall physical retail market. On the other hand, under the trend of consumption upgrading, consumers are becoming more and more critical, and the satisfaction of garments for mass production is declining. It is in this context that custom clothing is on the rise.

Customized clothing consumption attitude

According to different grades, custom clothing can be divided into high-end clothing customization and “personalized” personalized clothing customization; according to different custom scales, it can be divided into personal customization and group customization; according to the purpose of dressing, it can be subdivided into formal dress, suit, dress, Casual wear, costumes, etc.

Through research, it is found that haute couture clothing accounts for a small proportion of the overall custom clothing, and most of them belong to ordinary customization. The reason is that there are still a large number of top designers, precious fabrics and exquisite crafts in China, which restricts the development of haute couture. Ordinary customization is based on the volume of custom-made dresses, suits, dresses, performances and second.

It can be seen that the demand for custom clothing is rich, and the level of consumption is significantly different. Different levels of consumers have different preferences for clothing styles, which embodies the characteristics of custom clothing styles. In addition to the requirements of the style, consumers also look at the fit size and slimming effect, a variety of apparel fabrics.

In general, there are many factors that influence consumer customization. Among them, fabric selection, style selection, and craft level are product factors. Service factors include service attitude level, after-sales service, and timeliness. Brand design factors are mainly brand design ability and overall design of wearing.

Custom clothing influence factors (unit: %)

Source: Prospective Industry Research Institute

Suggestions for the development of custom clothing

According to the above analysis, the software and hardware resources required for clothing customization are lacking overall, and there are many bottlenecks in development. For Vanke, it is not easy to get rid of gold from it. It is not very likely to rely on this to reproduce the glory.

However, the prospect of the customized clothing market is promising. In the future, we will look at the whole process from the perspective of discovering customer needs—satisfying customer needs—creating customer needs, highlighting distinctive clothing design concepts and styles, and strengthening the cultivation and accumulation of technicians. At the same time, actively take advantage of the resources of the textile and apparel industry to build a complete industrial chain. In this way, perhaps you can get a slice of the custom clothing field.

Standard process for custom clothing

Source: Prospective Industry Research Institute