Gao Ding "Cake" Looks Good.

Over the years, advanced customization has been strongly praised by local fashion brands, and whether its market and mode have changed. However, although the "cake" of advanced customization looks tempting, but after several groping, the market has different voices.

Some enterprises involved in advanced customization business admit that the "cake" of advanced customization is beautiful, but it is not easy to cut. "In the past year, we have tried to make advanced customization. However, because of the high starting point and high price, many consumers often forget the price, and even if consumers are embarrassed to make the first set of clothes, it is difficult to form long-term cooperation. some Designer Mr. Lin, the brand leader, has no choice.

White collar Mr. Chen told reporters that because of work reasons, almost every day they have entertainment. Originally wanted to customize a set of clothes for his own image, but after consulting, I found that a good price for custom made clothing was over 10000 yuan, which was a little expensive, and gave up the idea.

"Choice Gao Ding The main reason is fit. " Mr. Li, a young entrepreneur in Jinjiang who has considerable economic strength, told reporters that he had made a tie on the Internet for a custom necktie shop, but the quality was not good enough. "The consumption concept of advanced customization is relatively popular in foreign countries. I personally value it more. brand Word of mouth and quality. Due to the fact that the domestic advanced customization clothing features are not outstanding, and compared with the international brand, there is a certain gap between the services provided by the enterprises, so that a number of high-end consumers with this demand are lost overseas.

As a matter of fact, whether consumers are "looking for a price" or the quality and service provided by some enterprises can not meet the needs of consumers, many enterprises have admitted that the promotion of advanced customization business is not smooth.

Mr. Lin, an industry insider who has been in the apparel industry for 20 years, says that most of the advanced custom services launched by local clothing brands are aimed at celebrities and consumers are narrower. Compared with scale production, advanced customization is still a niche market. In addition, clothing advanced customization is not a profiteering industry, and even many peers are losing money. Because clothing customization is targeted at high-end consumers, even if a company has a fixed high-end customer group, if the average person is not big enough, and the demand for advanced custom clothes is time-consuming, so the cost is very high.

Mr. Lin believes that the development of advanced customization service is a new marketing mode, which has the characteristics of zero inventory, low risk and zero waste. But compared to the prevailing monopoly system, the development of advanced customization service is only a supplement, and can not become a mainstream marketing mode.