Is it the designer who changes the direction of the fashion world? In this era, it may be consumers. Starting today, the tea business will launch a series of personalized product customization articles. Today we will talk about the personalized customization of fast fashion. There are many cutting-edge development experiences in the international market. This article tells you the answer.
The design of brand designers can no longer meet the new generation of consumers' desire for clothing!
Recently, Accenture, the world's largest management consulting firm, released a Global Consumer Pulse Research Report. The report points out that 64% of millennials want to have personalized products, they are keen on stimulating consumption and are eager to participate in product design. Will this consumer's cutting-edge trend become a new round of consumer singularity? What impact does the apparel industry, especially the fast fashion brand, have on the front line? Is this business reliable?
Do consumers want to be designers themselves?
It is not just Accenture that has noticed this, H&M has also seen changes in the wind direction. In early February, Ivyrevel, a young Swedish clothing company invested by H&M, announced that it will work with Google to launch the industry's first customizable mobile phone app this year, which can be designed for your own skirt.
Coincidentally, on February 20th, iFashion, a fashion platform of Taobao.com, released the “Report on Trends in Online Fashion Consumption in 2017â€. The first trend was “Increased Personality in Styleâ€. The report concluded that unified standard products are increasingly difficult to satisfy consumers. With the diversified demand, more and more consumers are choosing to customize their own private fashion items. The customer base in this field has maintained a high growth rate of 25.6% in 2016 and is expected to increase further this year.
The Internet personalized customization companies at home and abroad have performed well in recent years. Founded in 2014, Mon Purse, a brand of personalized custom bags in Australia, has sold more than $10 million last year and estimated revenues in excess of $20 million in 2017.
In China, Evo Tailor uses the O2O customization model of physical store joining + online diversion. After years of development, it has grown into the largest custom clothing chain brand in China. There are more than 200 stores in the country, all over first- and second-tier cities. Each store has an average annual sales of 2 million yuan, annual sales of 400 million yuan, and sales growth of 40%-50% in 2016. Even Internet-customized businesses such as the Mystery Freedom Living Museum, which is not so loud, can achieve annual sales of more than 15 million. The Italian brand Knabeli also noticed the huge potential of the Chinese Internet customization market and entered the Chinese market in May last year.
Everything shows that the spring of personalized internet is really coming!
There are several key nodes about personalization
You need to know
To play the Internet personalized customization, there are several key links that must be done. As with general Internet merchants, your brand needs to first consider the business model. Generally speaking, the industry adopts more forms of physical stores + APP / website / WeChat / Weibo / online store (single or multiple choice), and the main channel is the drainage channel.
However, at present, the most advanced Internet personalization in the world is not the same as the general Internet merchants. There are several key points that need to be specifically discussed:
1, more diverse product positioning
Do high-end or mid-range? Is it a formal or casual wear? Is the level of customization high or low? ... high-end unit price is high, profits are relatively higher, but sales will be limited. In addition, at present, there are already a lot of formal suits, especially suits and shirts. This wave of Internet personalization needs to cover a wider variety of clothing types and price points in order to attract more customers.
2, the technical flow of custom needs collection is the most accurate
The information that needs to be collected covers all aspects of size, fabric, color, style, budget, and so on. At present, the main demand information collection methods in the industry are: designers come to the door or in the body car, store measurement + face-to-face communication, customer online submission information + online communication, online submission information + face-to-face communication, etc., choose Which one is flexible depends on the characteristics of the product and the stage of development. Technology flow is currently an important means for powerful businesses to surpass competitors, such as 3D scanning volume, 3D modeling, infrared volume and so on. Either way, the ultimate goal is to be fast and accurate, but at present, communication between designers and customers is not a part of the process.
3. An artificial intelligence designer who can implement big data analysis may be standard in the future.
Designers are still a very important factor, even if the customer participates in the design, the designer decides the final result of the design. After the expansion of the business, in order to maintain the overall design efficiency at a certain level, the company needs to hire a large number of designers, such as Knabeli, which employs more than 100 designers.
The modularization and local standardization of the design is a more effective way to shorten the design communication time. Evo breaks down a shirt into neckline, sleeves, body, and back hem, and introduces different styles in each section for the customer to choose according to popular styles.
Some merchants have begun experimenting with the work of designers using artificial intelligence algorithms and data analysis. For example, Ivyrevel's customizable skirt app mentioned at the beginning of this article, App can design your own skirt by knowing where you usually go, attending events, etc. You can also adjust the color, material, decoration and outline of the skirt at will. This initiative of Ivyrevel has opened up a new era of intelligent and digital clothing design.
4, the complete transformation of the supply chain is the key
Compared with customization, mass production can bring many benefits. For example, because of the large quantity, raw materials can be purchased from suppliers at a lower price. Continuous production can reduce the time loss caused by frequent adjustment of work orders and improve the production of workers. Out efficiency, reduce production costs as a whole. Now, to return to the custom form, it means that the merchants receive small orders, the cost of the factory rises, and the fixed products are naturally more expensive than the mass-produced products.
On the other hand, customers who are accustomed to purchasing ready-to-wear garments often have little patience with the production time of the finished products. Almost all Internet-customized merchants are desperately reducing the production cycle to please customers. It’s 15 days for clothes, and Knabeli claims to take only 7 days.
This means that the traditional factory supply chain can no longer meet the needs of Internet customization, and transforming the supply chain has become an inevitable choice. In fact, the demand for supply chain in the Internet customization is the same as that of Zara and the online red store: it is necessary to shorten the production cycle, deal with small orders and frequent chopping and increasing orders, and reduce the cost of small orders, which is the flexibility of the supply chain experts. supply chain".
How to play this round of Internet personalized customization?
The core business logic of personalized service is to cut off all circulation and price increases, and to maximize the intermediateization, so that consumers can buy high-quality products at the lowest price. But the reality is that demand is scattered. How can similar needs be gathered in a short period of time and reflected in the production process, becoming the key to the development of personalized customization services.
Relatively speaking, Internet custom merchants are more suitable to find a third-party flexible supply chain platform cooperation, for example, to think that the network red store provides production to the next called Sinbad. Through the Internet platform, it connects 100,000 small workshops and small factories, and establishes a set of supply chain rules and matching systems with systematic algorithms. For example, small orders correspond to small workshops, and large orders correspond to medium-sized factories. Its average production cycle can reach 7.4 days. However, the third-party flexible supply chain platform may have problems of supply stability and cost controllability.
In addition, the use of fully automatic single-piece single-cut system, self-built supply chain, is also a direction. This system can complete garment production in 30 minutes, and Knabeberry uses this model. It also needs to be supported by a full suite of data systems from custom demand data collection to payment, design and more.
For the clothing brand that highlights the individuality of fashion, who can take the lead in truly integrating the industry, and tailoring their own personalized products and services to customers, exporting their core competitiveness and bringing them to customers. With the perfect customized service and experience, who can stand out in the future customized market competition.
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