For a long time, clothing customization services are often accompanied by words such as "high-end" and "high price", but with the increasing demand for personalization, many low-end brands have also started the road of personalized customization. Recently, the "20 19 Fashion Industry Development Trend Report" released by Billion Power also mentioned that what consumers need is no longer a single product price, but more brand added value. With the deepening of people's understanding of themselves, personalized demand and customization will become more and more trends.
Previously, Uniqlo also launched a customized service, where consumers can adjust and design semi-finished clothes according to their own preferences and sizes. According to the analysis of experts in the industry, the era of aesthetics decided by merchants has become a thing of the past. In today's increasingly diversified competition, brands need to make corresponding changes to adapt to personalized and customized consumption habits, which will also open a personalized consumption "war".
Personalized customization is becoming more and more normal.
With the continuous improvement of consumers' income and quality of life in China, more and more consumers begin to pursue higher personalized enjoyment after experiencing the worship of LOGO. Minority designer brands and brands with customized services began to be sought after. However, in the fashion world, Gaoding has been silent because of its high pricing and being too "Chun Xue". Especially in the past few years, mass consumption has risen, luxury consumption has ebbed, and the Gaoding market has been silent for a time.
According to the data of the National Bureau of Statistics, in the first quarter of 2065438+2009, the total retail sales of social consumer goods nationwide was 9,779 billion yuan, with a nominal increase of 8.3% year-on-year (excluding the price factor, the real increase was 6.9%). Among them, the total retail sales of consumer goods nationwide in March was 3172.6 billion yuan, up 8.7% year-on-year.
From the retail situation of shoes, hats and clothing, according to the statistical data of the Forecast and Analysis Report on the Production and Marketing Demand and Development Prospect of China Clothing Industry released by Forward-looking Industry Research Institute, the total retail sales of shoes, hats and clothing in China increased by 8% and 0.20% year-on-year. As of March 20 19, the total retail sales of shoes, hats and clothing nationwide was 108 1 100 million yuan, up 6.6% year-on-year. Cumulatively, the total retail sales of shoes, hats and clothing in China from October to March reached 342.3 billion yuan, up 3.3% year-on-year.
20 18-20 19 Statistics and growth of total retail sales of shoes, hats and clothing in March.
Source: Prepared by China Commercial Industry Research Institute.
(Note: The cumulative growth rate of total retail sales in July was 9.2%)
However, in the past two years, low-priced brands have also begun to customize. For example, Uniqlo, a Japanese fast fashion brand, tried semi-customized service and launched semi-customized service in the United States except Japan. It is understood that Uniqlo provides more than 800 different colors and styles for consumers to choose from, and customized clothes will be delivered to consumers within 3-7 working days. It is worth noting that the price of this customized service is around 200 yuan, which is equivalent to the price of ordinary shirt styles. Consumers can adjust and design semi-finished clothes according to their own preferences and sizes. Due to the good test results, Uniqlo intends to promote this business around the world. However, at present, the China market is not included in the promotion plan of this service.
And another fast fashion brand H &；; M H& also launched personalized customization services in the European market. In addition to basic clothing cutting and modification, H&; M also provides patterns for consumers to choose from, and consumers can print their favorite pictures on basic clothes.
Industry experts believe that these basic semi-customized services will gradually enter China in the future. However, due to the strong consumption capacity in China market, brands need to make full preparations and conduct a large number of tests in more countries and regions before launching customized services in China market. At this stage, the era when merchants decided on aesthetics has become a thing of the past. In today's increasingly diversified competition, fast fashion brands need to make corresponding changes to adapt to personalized and customized consumption habits.
There is a big market space for men's wear.
Compared with the traditional trend of clothing customization, the men's clothing customization market seems to have more room for development. With the upgrading of consumption, more and more mature and rational consumption concepts make consumers willing to pay for quality, and even more and more advertisements about men's clothing customization have appeared in the circle of friends.
The report "New Consumption Trends in China: Three Motives for Shaping New Consumer Groups in China" jointly released by Boston Consulting and Alibaba shows that both online and offline, male consumers have increased significantly, and the consumption quota has gradually moved closer to women. Whether buying things for themselves or helping their families, male consumers spend more on online shopping every year than women. According to the report, 73% of male consumers in first-tier cities believe that personal appearance is very important for job hunting and dating.
In this context, many men's wear has opened the road to customization in China. Previously, CANALI, an Italian menswear brand, had cooperated with JD.COM to test the water. It is understood that CANALI haute couture suits are divided into basic level, elite level and luxury level according to different fabric levels, and the prices are 29,800 yuan, 39,800 yuan and 49,800 yuan respectively. Users need to call the designated store of Haute Couture "Jingzun Card" at least 3 working days in advance to make an appointment for measurement service. After that, you can go to the designated offline stores to choose your favorite fabrics, communicate your own dress needs, and enjoy a series of advanced customization services. In order to highlight the uniqueness of customized products, the user's name will be embroidered on the trademark. The customization cycle of products is about 6-8 weeks, and users can go to the store for fitting twice.
Gaoding industry needs to put down its posture.
Gao Min, president of Hanbo International Group, said in an interview with beijing business today Today that Gaoding is an indispensable part of the whole fashion industry, with a certain customer base and huge market potential. With the progress of China's manufacturing industry, the cost of production links is further reduced, and the previously expensive high price is returning to the relatively rational price.
Because of this, the customized market has more opportunities in China. Zhang Peiying, honorary consultant and fashion expert of Luxury China Alliance, said that the trend of haute couture is still in the ascendant in China. However, compared with foreign countries, China's haute couture market is still in a very primary stage, and has not yet formed a systematic, standardized and standardized mode or format. Or the designer concept thrown by a few people has not formed an industry.
Zhang Peiying said that at this stage, China consumers have not yet formed an inherent custom culture. Although many consumers have begun to pay attention to personalized choices, price is still the biggest obstacle in the customization market. Under this premise, if Haute Couture takes the high-end route, it may lose its audience. If the haute couture industry wants to achieve greater development, it may be easier to succeed if it puts down some figures and faces white-collar workers and the middle class so that more people can afford it. With the normalization of clothing customization, brands need to make corresponding changes to adapt to personalized and customized consumption habits. In the future, both HD and basic semi-customization will start a personalized consumption "war".