Luxury Customization: Meeting Customer Needs

Saw a movie "Million pound" People must remember this scene: the first thing that Gregory's actor played after the million pounds was to rush into the tailor's shop. Volume measurement A set of high-end dresses has been made. Gregory pike, who owns the dress, rose up with pride.

A suit for Gregory pike means that he has stepped into the "upper class" since then. No wonder someone will throw it for it. Daughter Spend tens of thousands or even tens of thousands of dollars to pay for a suit.

Last weekend, Kiton, a top custom clothing brand in Italy, quietly opened its counters at Hangzhou Tower. It opened the store less than a week ago. It has already received two businesses. Two guests came to the counter to customize 70 thousand yuan and 100 thousand yuan suits.

It is said that the tailor's suit is custom-made or "no price", and even more emboldened, the company has private collection of the world's top fabrics. If someone is willing to pay for 1 million yuan suits, want to see fabric samples, the company can immediately transport from Italy.

In fact, before Kiton, Hangzhou already had Zegna, CANALI, CORNELIANI, Dunhill and other advanced customization brands, and has accumulated a lot of guests in the past few years.

Preliminary statistics show that in Hangzhou, about 1000 guests enjoy high-end customized services every year. The price of each suit is over 20 thousand yuan, while the price of some suits is about one hundred thousand yuan. If we calculate 20 thousand yuan for each suit, the high-end customized business will have a market share of at least 20 million yuan. And insiders estimate that the market is growing by 20% per year.

The threshold of "luxury customization" is 20 thousand -7 yuan.

For many brands of top-grade clothing, the five thousand or six thousand yuan customization business is nothing at all. The so-called "luxury customization" is the lowest threshold of 20 thousand yuan.

Zegna, CANALI, CORNELIANI, Dunhill and other shops, spend 20 thousand yuan to customize a suit is a common thing, like Zegna's custom suits priced at around 30 thousand yuan, although 15%-20% is more expensive than clothing, but the guests are ready to order. CANALI shop, 40 thousand -5 million is the main price of customization, including suits and trousers.

Before Kiton entered the Hangzhou market, the price of a more expensive suit would be about 100000 yuan in the Zegna counters, while the newly opened Kiton set a minimum threshold of 70 thousand yuan, and it was known as "no top price", which could be customized for the guests at a price of 1 million yuan.

"Since it's called" luxury customization, "it means that you need to satisfy the guest as long as it is needed. Kiton shop owner said, the company has 250 tailors, all goods are tailor made by hand, and the annual output is only 18000 sets, Berlusconi, Prince Charles, Tom Curise, Ferrari global president and so on are their customers.