Analyze the popular trend of men's custom trend

At present, domestic elites are increasingly eager to consume luxury clothes in Europe and the United States, but they often encounter the European version is not suitable for their own embarrassment. In addition, the size is also a major problem in the garment market. The number standards implemented between different brands and even within the same brand are different. This also means that if a certain brand buys a suitable garment, it cannot. It is already a common phenomenon to ensure that the next purchase of the same model is still appropriate. In this context, some men chose customization.

Mentioning custom menswear, many people will think of Savile Row in London, England. But when it comes to the customization of men's clothing in China, many people's impressions are not profound. They even thought that China's men's wear customization started later.

In fact, during the late Qing Dynasty and the early Ming Dynasty, Shanghai’s “Red Tailor” was extremely popular. At that time, the social elite and foreigners in the Shili Yangchang were their main customers. After the war, many "Red Tailor" masters moved to Hong Kong or Southeast Asia.

The fashion trend is a round of reincarnation. Men's wear customization seems to be going through the same process. When the ready-to-wear world develops to a prosperous and prosperous situation, it also represents a considerable period of socio-economic development. As a result, people began to understand the pursuit of quality of life and their demands for clothes became higher. For men, the highest quality dressing experience is not the more expensive the better luxury brand, but the custom of exclusive enjoyment. Men's wear customization in today's China has ushered in new opportunities.

The first to smell this opportunity is still from foreign luxury brands. Although they mainly focus on operating ready-to-wear garments, the Haute Couture series has become a powerful supplement for high-end customers. Ermenegildo Zegna, Giorgio Armani and other brands are the best in this market.

In addition, the tailor shop that had once been at the top of the beach has miraculously returned. Shanghai has created the face of an international metropolis, and the "Red Tailor" who does men's tailoring has also returned to its hometown with a more international image. For example, the brand “WWCHAN & SONS” has developed into a resounding men’s custom brand through the efforts of three generations. Now back in Shanghai, I opened a flagship store on Maoming Road.

The economic development and social progress have given these excellent historical opportunities for men's wear tailor-made brands taking the high-end line. At the same time, customization has begun to enter the vision of more people. In order to allow more Chinese men to experience tailored superiority, some domestic menswear ready-to-wear brands have also started to join the custom series. The route they take is more personal, and the fabrics used will not necessarily be the top ones. The customization process will also be Relatively simplified, so their customization in terms of technical terms is actually semi-custom, or "made to measure", "made to order". With this cost down, the price will be a lot cheaper and more suitable for the general public.

It is worth mentioning that in this new era, the menswear custom recovery has born a new form, that is, network customization. The emergence of e-commerce has given clothing a new opportunity to buy and sell. It has never been expected that custom clothing can also be added to it. After all, customization services are indispensable. It is the close contact between the tailor and the customer that can only acquire the accurate body of the customer by personally tailoring clothes. data.

However, the wisdom of the Chinese people turned the idea of ​​network customization into reality. The birth of brand-name men’s clothing is the analysis of the millions of dimensions stored by the company’s general manager Huang Yuenan in the past 20 years of group customization, designing various mathematical models, and conducting statistical analysis. A set of type system. In the brand-name website, customers only need to provide three common sizes to customize the number. This has to be said to be a major initiative. In this way, more men in China can purchase customized clothing through the Internet instead of rushing to a city with customized stores.

From the perspective of China's national conditions, “customization” is not necessarily a luxury. In addition to customizing luxury dresses in high-level societies, the “custom” needs of civilians applied to weddings, banquets, and even work are becoming more and more intense. This is a true sense. Custom clothing."

Ms. Shi Chunlei, a model menswear COO, told reporters: “Looking for a balance between style, fabric, and cost-effectiveness is a trend that is popular in the trend of “custom clothing.” Tailored in the past will take a lot of time for customers. Need to constantly communicate with tailors, measure body data, and modify and adjust the number of times, which is an unacceptable process for modern urban elite men who have a very fast pace of life. The degree of refinement cannot be matched with “advanced customization”, but there are also some elements that are original to designers. For example, customers can choose not only their favorite collar type, sleeve type, and button color, but also can embroider themselves at specific locations. The name or family emblem. This kind of personalized demand is difficult to achieve in the garment market, which is a kind of philosophy and path followed by popularized haute couture."

Women’s pursuit of clothing is endless, and what men need most is high-quality custom clothing, which can tell the taste of a man. The future of high-level customization in China can be said to be quite broad. The emergence of advanced customization in China also means the arrival of the industry subdivision era. Where does China's men's wear customization process go? Let us wait and see.