In 2014, China's garment industry was affected by the slowdown in domestic economic growth and other factors. The market continued to slump, domestic sales growth slowed down again and again, turnover and net profit continued to decline, ushered in the winter of the industry.

According to flush iFind statistics, as of October 30th, 30 clothing listed companies announced the three quarterly report in 2014, while nearly 60% showed a year-on-year decline in performance.

Among them, men's clothing brands are almost falling, becoming China.

The most depressed branch of the industry.

Why does domestic clothing brand enter the cold winter period?

Despite the great economic impact, China's clothing industry has been under the pressure of high inventory and high rent, and the deep-seated reasons for the sustained decline in the performance of the whole industry are concentrated on the traditional marketing mode no longer adapted to changes in the external environment.

As of September 2013, H&M, UNIQLO, ZARA, MUJI, GAP, C&A and so on were fast.

The brand has opened more than 150 stores in Huaxin in 2013, while the total number of UNIQLO stores in China has reached 231, and H&M and ZARA are 151 and 136, MUJI180 and GAP63 respectively.

Foreign fast fashion brands continue to occupy the Chinese market. Undoubtedly, it has a great impact on the domestic first-line brands, mainly reflected in the impact on domestic consumption and marketing environment.

Housekeeper "virtual Wardrobe" will become a new trend

The traditional custom customization mode of clothing is no longer suitable for the Internet era. Therefore, garment customization enterprises must explore the new marketing mode of 020, so as to compress intermediate links, close to customers and serve customers.

Based on the "private custom" mode of clothing, a higher level housekeeper "virtual Wardrobe" will appear in the future, and the private housekeeper mode of Chinese clothing will be opened.

In short, with the help of big data backstage, we can make image diagnosis and design for customers, input the whole 3D data of customers, make matching and recommendation according to customers' favorite background, and choose designers to create unique design. The clothes selected will be placed in the "virtual Wardrobe". Finally, private customization can be made at any time according to need, so that users can enjoy one-stop housekeeping service.

In view of the main problems such as the low brand loyalty of the men's private custom brand, the huge rental and brand investment funds, and the single marketing promotion mode, this housekeeper "virtual Wardrobe" is the innovation of traditional tailoring customization in the mobile Internet tide.

"My image steward" is to use O2O's innovation mode to focus on enhancing business image for elite men, and build a virtual wardrobe designed for men based on powerful database backstage.

How to stick customers to form fans effect is a problem for every brand to think about. Butler's "virtual Wardrobe" can be solved almost effortlessly.

Take "my image steward" as an example. Its private customization is faced with high-end customers. It is not a fitting garment to solve, but also a solution to the customer's clothing needs -- a better business image.

This stewardship image management is different from the traditional private custom, paying more attention to customers rather than products, including the whole body wear of customers' business image. It is easy for customers to form dependence.

Mobile Internet technology can move the customer's wardrobe to virtual space and achieve almost zero stores under the line without taking into account the high level of store rent paid by traditional private customization.

Moreover, the "virtual Wardrobe" compresses the intermediate links from production to sales terminals to achieve zero inventory and minimize production costs.

With regard to private custom marketing channels, the traditional use of e-commerce and offline mode is no longer applicable, because these traditional modes are based on volume based extensive marketing, in short, product centered weak relationship marketing.

There are many problems in this way of marketing, for example, the high rate of withdrawal and the low loyalty of customers, so it will be overturned in the future.

This new marketing mode pays more attention to interaction with customers, as well as personalized services provided. Product sales are only accessories.

At present, many enterprises are involved in the new marketing mode of O2O, such as themselves.

APP, but this way needs to train users in the long run, and it is too much trouble for users to download APP.

"My image housekeeper, the way of cloud Wardrobe" did not take the APP Road, but the "virtual Wardrobe" which provides personal image butler service based on the WeChat public number. It is the first time to test the private clothing housekeeper mode.

The marketing method of WeChat public platform is more advantageous, because WeChat has a considerable user base, and its friends circle is fixed and tastes similar, which is conducive to brand promotion and saves a lot of promotion fees.