When e-commerce and the Internet spread to the clothing industry, many traditional clothing companies are also facing the pformation, and the pformation mode has their own characteristics. Lu Xin Village, the custom marketing director of Beijing celebrities suit, understands that the pformation of the garment enterprises is summed up in 4 ways, namely, the APP mode of the main social interaction, such as the "fan" of American state, the "star Wardrobe" of LAN Zi, the way of drainage under the line of the electricity supplier website, of which the UNIQLO is typical; third, the layout method of cross-border electric business, such as the investment of the South Korean electricity supplier;

The custom marketing director of Chinese celebrities suit: Mr. Lu Xin Cun believes that Internet based clothing customization has its own advantages and can solve some of the characteristics of the traditional clothing industry.

Avoid inventory formation.

The biggest difference between customized production and traditional fashion production is the difference between sales and production: traditional clothing production is based on its market judgement and prediction, while the customized production is based on sales.

Production, and such characteristics can largely avoid the formation of inventory.

Low product price.

Customized production can meet the needs of differentiated users.

Based on the development of people's living standard and the serious homogenization of products in the entire garment industry, users' demands for products are getting higher and higher, hoping that they can get different products.

In addition, clothing customization meets the "Maslow hierarchy of needs theory". Users can enjoy customized and high-quality services at low prices, to a certain extent, to meet users' psychological and spiritual needs.

Can the Internet custom clothing business really give the traditional clothing industry a slap in the face?

Lu believes that TA has several pain points.

First, Internet customized clothing is limited to individual garments.

Customized clothing is more suitable for customized clothing such as suits and trousers, and the feasibility of customization is different for various forms of women's clothing.

Most of the Internet customized clothing is for men's clothing.

Less dabbling.

Second, door-to-door measurement is much more risky.

At present, most Internet custom-made clothing mainly adopts door-to-door measurement and edition. For door-to-door services, there is a safety and credit problem for businesses and users.

The establishment of trust between businesses and users has not yet been fully established, and it will take some time to solve them.

Apparel customization can reduce the layers of distribution links in the traditional apparel industry chain through the Internet and door-to-door approach, enabling users to directly face manufacturers and producers, and also reduce the cost and price of products.

Record data to increase users.

Custom clothing service can record user data when users first use, on the one hand, detect their preferences and consumption habits, facilitate tracking services and marketing to users; on the other hand, users can spend more time on the second consumption.

In addition, custom clothing can be more fitted to the clothing in the shop, which will increase the stickiness of the users to some extent, and encourage them to keep coming back to consumption.

Meeting the needs of differentiated users.