Designer Wang Yannan: Domestic Custom Clothes Are Still Developing At An Early Stage.

Reporter: as an early custom-made clothing brand, with the development of market in recent years, what kind of stage do you think domestic custom clothes are in?

Wang Yannan: compared with the mature custom clothing market abroad, domestic

Compared with the relatively low level, whether branding, design and production capacity and consumer acceptance, there is still a long way to go from the mature market.

Although there are several famous clothes made in China.

However, only a few designers' popularity and works can not support the whole industry.

The clothing industry, especially the high-end clothing industry, is still in the embryonic stage.

To put it simply, production is not connected with sales, sales are not connected with capital, and brands are not connected with capital, either brand or designer.

Reporter: which aspects do you think shows the low degree of commercialization of high ranking clothing in China?

Wang Yannan: no industry chain is the most direct expression. The high level comes from the French Advanced Custom trade union.

How many workshops are there behind Chanel? Some of these workshops are wholly owned by enterprises and some are equity participation.

These factories have completed all the industrial chains of Chanel.

Buttons, lace, ribbon, fabric, hand-made lace, hat accessories and accessories all need industry chain.

In China, there are only processing plants and no industrial chains, so these processing plants are very low-end, which can not be used at high end.

Therefore, the industry chain has not yet formed.

The middle class is the core consumer group of customized clothing.

Reporter: many luxury brands are also making an extension of customized services. Do you think the market has been squeezed?

Wang Yannan: the domestic middle class market has a very strong purchasing power. The market is large enough to support many brands.

As long as the products of these brands are outstanding and have their own characteristics, it should be said that the market is still very strong.

But from the perspective of brand competitiveness, I think design concept and style are decisive factors.

Reporter: compared with the mature luxury brand, what do you think is the advantage of the domestic custom brand?

Wang Yannan: the international luxury market is very homogeneous.

This season or those brands produce almost the same thing.

Pop, lace, profile, all brands seem to be the same design concept, and less brand differentiation.

Homogenization competition is related to the large-scale production of luxury brands.

however

This can be detached, because no matter what the trend is, designers only make products that match their own style.

Product homogenization provides opportunities for designers.

Reporter: now that luxury brands are homogenized, do you agree that the homogenization of products is serious, to a certain extent, to brand designers' market space?

Wang Yannan: it must be so. When I entered the line, it was seven years ago that the high ranking talent just started, and the consumers did not know what was high.

Over the past five years, consumers have begun to have a very clear concept of "Gao Ding". There is a standard for high definition, a threshold and a need for certification.

After all, the high definition industry is niche production. It's hard to make money, as I just said.

Brand can not enter the capital market, so

The development of brands will not be blowout as the industry had expected.

Then there is the problem of the industrial chain. If it is high in a cultural area, whether the country is good or regional, or the times, it will not jump out of the rest to survive. It will not jump out of the economy or jump off the industry.

It must rely on the entire economic momentum and the development of the entire product to survive, produce and develop.

Reporter: from your personal point of view, is the future of high definition designer smooth?

Wang Yannan: Domestic

In recent years, there has been rapid growth, but it is still in the original circle, the growth rate of customers is too low.

The bottleneck that the brand can not develop.

Future high definition

There may be several different development trends, such as deep cooperation with enterprises, especially with domestic large garment enterprises to build high definition brands, or become senior managers, be employed in clothing brands, or insist on niche brand line to obtain capital help from the public.

No matter what form, the domestic clothing brand and high fixed clothing.

With the maturity of the domestic economy and garment industry, we will encounter better opportunities.