Private clothing customization

Private clothing customization has been a buzzword in the clothing industry in recent years, but it is not a recent industry.

In the 1970s and 1980s, the practice of buying cloth and sending it to a tailor's shop for tailoring by a master can be said to be a precursor to private customization. Subsequently, with the rapid development of industry, clothing assembly lines and standardized production were quickly achieved, and tailoring became a symbol of high-end and expensive products.

Some customers may label us as "expensive" when they see that we are doing private customization, and feel that it is not within their consumption range. In fact, it is not the case. Nowadays, more and more designers are making customizations that everyone can afford

From "people-oriented" tailoring shops to "high-end" private clothing customization

People with memories of the 1970s and 1980s should be familiar with a scene where they buy seasonal fabrics from a rally or fabric store, deliver them to a tailor's shop, and the tailor measures them on-site, recording their body shape and size, and then asking you to choose a clothing style. The tailor's shop is full of clothes, and almost all the clothing styles on the market can be found here; Alternatively, you can hold a picture newspaper and show it to the tailor, who can always follow suit and make a similar outfit for you. This is the predecessor of private clothing customization. With the rapid development of industry, clothing has quickly achieved assembly lines and standardized mass production, and ready-made clothing brands are constantly emerging. People enjoy the convenience of being able to buy the most popular clothing by walking into shopping malls. So, tailor shops gradually disappeared, mostly hidden in alleys, becoming a place to repair clothes; There are also shop owners who keep up with the times and have developed a dry cleaning business. Afterwards, scarcity became more precious, and tailoring became a synonym for high-end, expensive, and tasteful products. The phenomenon of some private customizations that are cheaper than ready-made clothes has changed in the past two to three years. On the one hand, it is due to the actual customer base. In terms of price, private clothing customization can take off the high stage and move towards civilian consumption, on the other hand, it is due to the increasing number of practitioners. The managers of these private customization brands that I previously visited have almost all transitioned from independent designers, and the clothing customization field has been further subdivided. Under the increasing number of competitors and the consumer's consumption philosophy of "not buying expensive, only choosing good", making products with ordinary prices and high quality services has become a factor that everyone considers. Customized clothing with the same fabric (quality) has a lower price compared to ready-made clothing in shopping malls. After all, ready-made clothing goes through multiple agency costs, as well as rent, water and electricity costs, "said Cai Yinghua, Some customers first label us as' expensive 'when they see that we are doing private customization, and feel that it is not within their consumption range. In fact, it is not the case. More and more designers are now making affordable customized clothing for everyone. The fabric market needs further development

In the eyes of designers, the market for private customization has great potential. It's already past the era of following the trend when you have something good, and I will definitely buy one. Consumers now want personalization and personal customization. Therefore, the demand for private customization will definitely increase. However, there are still many people who do not understand this kind of business or think that private customization is still that kind of superior. However, designers at the forefront of the industry, Being able to more keenly observe changes in industry development conditions and areas that need improvement. Some private custom designers have stated that the fabric market in second and third tier cities is becoming increasingly strong, but there is still room for improvement compared to first tier cities. The person in charge of a private customized brand stated that some of the fabrics needed for daily use can be directly selected from the fabric market where they are located, but most of the more cutting-edge and high-end fabrics need to be sourced from first tier cities such as Guangzhou. Fabric is the most troublesome and labor-intensive thing for designers. Private customization often requires a relatively small amount of effort, so for some merchants, developing a new product requires consideration of energy and cost, and the plan is not cost-effective. On the other hand, the reason why it is difficult for designers to collaborate with local fabric merchants is also related to business thinking. Collaborating with fabric suppliers in first tier cities, the other party will waive the cost of fabric research and development in the early stage, and share it with the fabric supplier after the designer prints the pattern, allowing them to promote the fabric accordingly; In this type of cooperation, mutual promotion often leads to a win-win situation.

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