There are three problems in traditional clothing brands. One is high inventory risk, the other is the high cost of R&D and marketing, and the third is a high return rate. The root of these three problems lies in the main contradiction between mass production and increasing individualized demand. At the same time, the trend of change in the apparel industry is becoming more and more obvious, that is, product personalization, production customization, and marketing service. Along with the transformation of production and business methods, the corresponding technical means are also undergoing rapid changes. Digitalization of information, business networking, and intelligent production are also becoming the development trend of the apparel industry.
Customized needs in the consumer market:
1, the size of personal needs, the current standard type can only cover 70-80% of the population, which means that nearly a quarter of consumers can only accept it. I have done a lot of research on this. Almost every major clothing store has a store change, and the business is very good. In addition, according to the clothing e-commerce operator, the return rate of online shopping apparel is as high as 40%. More than half of the return is caused by size issues. It can be seen that the size of the clothing product is more common.
2, the color of personalized demand, different types of people have biased color and pattern preferences, and as a brand seller, due to limited space, clothing products can not have a variety of colors to choose from, generally only each style can only produce limited One or two or two colors, which makes many customers unable to choose the color that suits them. From an aesthetic point of view, different types of people have different skin colors, occupations and hobbies, and limited colors are difficult to accurately match different types of consumers.
3, consumers have detailed requirements for personalized needs, such as some women like sleeveless dresses, some like sleeve skirts, fixed styles of branded clothing often make it difficult for many consumers to make purchasing decisions. From the analysis of consumer behavior, if a person wants to buy a piece of clothing, he or she often needs to meet the five elements of style, color, fabric, size, and price at the same time, so as to finally complete the transaction, therefore, there are many kinds of products on the market. Products, but it is not easy to buy clothes sometimes.
Men and women pay different attention to personalization. Men’s clothing, especially formal wear, has higher requirements on size, while women’s clothing has more needs in terms of style and color.
The driving force and goal of the transformation of garment enterprises:
- Effectively reduce inventory. Customized production can reduce the number of garments produced. Brand merchants only produce the most common types and basic colors. Special people and consumers with special needs for colors and styles can be customized to meet their needs, especially for many In terms of colors, it is possible to produce only one color, and other colors are customized. This greatly reduces the inventory of ready-to-wear.
- Improve customer turnover rate and sales profit. Customized services can greatly improve customer turnover while better meeting customer needs. By adding customized services, customers who are unable to meet their original ready-to-wear can complete the transaction through customization. In the case of fixed retail rents and labor costs, the profit will increase by a few points for each increase in the transaction rate. Therefore, by increasing the transaction rate through customized services, the sales profit of the brand can be greatly improved.
- Improve the turnover rate of funds. The traditional garments are made by first making the products, and putting them into the warehouse to buy them slowly. It usually takes months or even a year to recover the investment. The custom clothing is basically received by the customer’s deposit or even the full amount. The increased turnover rate of funds.
- Enhance the brand’s competitiveness, influence, and brand status through customized services. Under the background of the national supply-side reform, local governments have successively issued relevant policies to support the upgrading and transformation of garment enterprises. Various news media have also done a lot of reporting and propaganda on the transformation and upgrading of garment enterprises. It is also a strategic opportunity for enterprises to seize these favorable opportunities and complete customized intelligent transformation.
At the moment, due to the fierce market competition, the brand enterprise has greater power to change, and the change of the consumer market needs a long-term process.
Improve production efficiency with intelligent production methods:
Compared with mass production, customized production will inevitably bring about an increase in cost. How to effectively reduce costs and achieve efficient scale customization will determine whether the C2B transformation of apparel enterprises can be successful. Customized production, the most important part of rising costs is pattern design, typesetting, and cutting. Therefore, many garment manufacturing factories now use smart clothing CAD to achieve rapid revision and intelligent material discharge and then use automatic fabric cutting machine to realize automatic, efficient and accurate fabric cutting, which can reduce production cost and improve production efficiency. Meet the needs of market customization.
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