< p > function, style and comfort, men are getting closer to women than a href= "http://m.pmae.cn/" target= "_blank" > dress < /a >. The era of dressing and keeping warm is over. In order to satisfy the difficult male consumers, many brands began to play the "Gao Ding" brand. Journalist exclusive interview with He Bin, director of China Kiton, a century old senior custom brand in Italy, where is the market for men's clothing in China? < /p >
< p > < strong > men's clothing is highly established in the future < a href= "http://m.pmae.cn/" target= "_blank" > clothing > /a > industry blue ocean < /strong > /p >
< p > Business Daily: with the rapid development of the domestic garment industry and the entry of advanced customization into people's lives, how do you view the current situation and future of the domestic clothing market? < /p >
< p > He Bin: throughout the whole domestic advanced customization industry, it is in the initial stage of development. The reason why the brand is favored in this field is that it can effectively enhance brand value. The product line has greatly improved the brand from the aspects of grade, price and customer satisfaction. Moreover, personalization is the main attraction of high-end consumption in the future. < /p >
< p > Shang Bao: at present, the market is mainly focused on the female market. What is the development space of the male market in this field? Why? < /p >
< p > He Bin: at present, most of the Advanced Custom Brands on the market are mostly women's clothing, while men's clothing has more advantages than women's clothing in the market. Taking men's suit as an example, there are not many breakthroughs in style. Customers want to borrow their clothes to embody their individuality, and they need to work hard on fabrics and design details. This is also the place where domestic brands need to pay attention when they plough the market. < /p >
< p > < strong > domestic menswear is lack of high-end brand, < /strong > < /p >.
< p > Business Daily: the domestic men's wear market has a heavy sense of thunder and heavy rain, which is far from the international standard. What is the reason behind your analysis? < /p >
< p > He Bin: advanced customization is not a concept, but a way of life. It takes a long time to train consumers. Secondly, the high cost is an industrial chain, from fabric to design to sewing, we need to master the upstream resources of high-end raw materials, so that we can effectively control the cost. In addition, talent is also a factor that restricts the development of China's men's clothing market. < /p >
< p > < strong > domestic men's clothing is high fixed and pure service is missing. < /strong > < /p >
< p > Business Daily: the price of Kiton high Ding clothing is between 80 thousand -30 yuan. So high cost, besides the clothing itself, how does the brand reflect the added value of the merchandise? < /p >
< p > He Bin: if the amount of service is used, I think the service price of Kiton will probably account for 30%-40%. Consumers buy Kiton clothing and then buy brand services. Pre sale, after sale, after sale brands provide customers with a full range of clothing solutions. We hope to help consumers show their attractiveness through their clothing language. Domestic brands have not yet realized the importance of service to the industry. For example, the cost of maintaining and modifying < a href= "http://m.pmae.cn/" target= "_blank" > clothing < /a "sometimes exceeds the cost of sewing a new garment, and the cost is also the reason why it is difficult for domestic enterprises to display mature services. Beijing Business Daily reporter Liu Yibo < /p >
< p > < strong > Kiton < /strong > /p >
P, the top men's wear brand from Naples, Italy, was founded in 1968 by Ciro Paone, the founder of the brand. Now it has become the pronoun of the world's noble manual sewing technology. < /p >
< p > < strong > He Bin < /strong > < /p >.
< p > a typical European gentleman who lived in Beijing all the year round. He graduated from the University of Italy, and was a journalist in Italy language and literature department. He was a visiting professor, a visiting professor of media and Communication Department of University of Milan, and a business consultant of a href= "http://m.pmae.cn/news/index_c.asp" > Association < /a >. Rich experience has made today's director of Kiton China. Giving him two months' vacation every year is a way of "spoil himself" for many years in his career. Skiing, high ball and windsurfing are his "partners" in his spare time. < /p >