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High End Customization: The Blue Ocean Competition Of Domestic Brand Clothing Enterprises

2012/3/3 10:37:00 20

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In the global economic downturn, China's economy is thriving, and many domestic garment enterprises are shifting their business focus to the domestic market.

Some enterprises that originally owned their own brands increased their domestic channel development, while some other foundry enterprises that had been processed and manufactured also launched their own brands.

market

With four fires, competition has become increasingly fierce.

With the development of China's economy, more and more high-end consumers are no longer satisfied with machine-made garment, which is made of hand made, personalized and high quality clothing.

clothing

The first choice for consumption and the status symbol.

There is no doubt that high-end customization has become the "blue ocean" of the competition of domestic brand clothing enterprises.

However, compared with some overseas luxury brands, such as high-end and other old brands, the domestic clothing brand is "epigenetic" regardless of brand history or operation management.

Is high-end customization really a pie or trap for domestic clothing brands? Is it a great achievement for the future generation, or a hard nut to crack?

Enterprises to develop high-end customized market segments are faced with three challenges, and the brunt is brand challenges.

brand

It is a comprehensive symbol of historical precipitation, art and quality. The formation of brand depends on the input and accumulation of enterprises. This is precisely what the domestic garment enterprises have neglected and lacked.

Foreign luxury brands such as Chanel, Zegna and other brands have played a key role in the success of high-end custom market.

Therefore, the domestic clothing brand enterprises should first deal with the accurate positioning of high-end customized brands and vigorously mold their brand culture and artistic temperament.

There are alternative ways to acquire premium brands at home and abroad or to collaborate with well-known designers to launch designer brands.

The second is the challenge of designers.

A high-end custom garment from the beginning of customer demand communication, tailoring to the final delivery need to go through more than 10 work processes and 10 times to try and perfect. This requires designers not only have profound artistic culture and excellent communication skills, can accurately grasp and express the psychological expectations of customers in this area, but also need designers to master the technology of clothing production.

At present, the top designers in China are scarce resources, especially those with comprehensive quality and ability.

At the same time, the introduction of top designers means that enterprises need to invest in huge labor costs and increase the business burden and risk.

This requires enterprises to establish a perfect mechanism for selecting, using, cultivating and retaining talents. They dare to invest in high-end talents and avoid risks.

Finally, the development of high-end customized business enterprises also face the challenges of service.

Different from batch garment manufacturing, high-end customization from customer development to product delivery and after sales service, the whole process embodies the delivery of high-end customized services.

Customers even participate in the process of garment sewing, and the more customers perceive is the value of service.

Therefore, enterprises should establish an independent service system outside the original channel service system, such as the establishment of customized experience center.

At the same time, in order to achieve a good sense of customer service, enterprises should establish a sound information database, including fashion trend elements, artistic temperament elements, process technology and so on.