Men's "fast fashion" menacing

Women's clothing has always been the main force in the clothing market. However, at the 22nd China International Clothing & Accessories Fair held in the new hall of the China International Exhibition Center in Beijing, the domestic brands of men’s clothing are sturdy and are characterized by “fast, easy, and accurate”. "Fast fashion" sets off a new trend. Chen Dapeng, executive vice president of the China Garment Association, said that the current domestic garment industry is entering a transitional stage of adjustment and transformation. With the transformation of industrial structure, market demand and consumer attitudes, product quality and creativity, business model innovation, and management advantages will be The development direction of domestic garment enterprises.

The status quo in the industry is "fast fashion"

The reporter saw in the E1 Men's Clothing Zone at the 22nd Service Expo that whether it was a business dress or a urban casual dress, “fast fashion” became the main concept of multi-brand men's wear in China.

After visiting many domestic men's wear brands, such as Ashton, Red Collar, Shanshan, Youngor, and the Chinese, who were mainly engaged in tailor-made tailor-made services, the reporters saw that the tailor-made customization masters the “fast” rhythm—from Internet orders and personality From the design of the design to the 3D demonstration of ready-to-wear results, from the five minutes of measurement data collection to entry and order placement, from production to distribution to the final garment, the original cumbersome and time-consuming custom-fitting links were “compressed” one by one, and “fast” became A major highlight of men's clothing customization.

In the men's premium customization area, the reporters saw six people represented by "De Juyi," "CAMEO," "IWODE Evo," "Fenglei dino," "Yalang Landi," and "Nikky." The senior custom brand, its superb custom craftsmanship and the flexible production model featuring “fast” attracted everyone to watch. For example, the RCMTM platform technology demonstrated by CAMEO, a brand of the Red Collar group, demonstrates its 3D design effects to allow consumers to intuitively experience every detail. The custom cycle of 15 working days and the first time to inquire the fabric inventory not only save the consumers' The time cost, and the automatic matching of the timely transmission of volume data and the plate-type database make the entire customization process efficient and rigorous.

In the “clothes for the body” 3D digital rapid garment center, many consumers experience the process of intelligent tailoring – consumers only need to stand on a circular platform, the staff can open the scanning software to get height through 3D scanning, Shoulder width, arm length and other professional clothing data. According to the brand's field staff, 3D digital scanning is the core of rapid garment production, "not only professional, but also fast data collection."

While many brands of men's wear tailoring service pay attention to speed, urban leisure men's clothing also played a "fast fashion" sign. "The speed of updating is very fast, closely follows the international fashion trend, and incorporates the latest international fashion trends into the design of apparel products." A staff member of the Noci Menswear told the reporter that the brand's target consumer population is 25-40. "Middle-aged and young" males between the ages, "They advocate fashion and pursue simplicity and exquisiteness. Therefore, this fashion design that closely follows international fashion trends is certainly attractive."

Corporate Dynamic Men's Wear: Sustainable Innovation in SPA Mode

SPA is its own branded apparel specialty retailer, and the SPA model is officially targeted at the mass consumer groups, and is based on the consumer demand for fashion and shopping habits as a brand of men's "fast fashion" sales model.

For the domestic brand menswear, what will be the development trend of their future retail formats? For this, an exhibition manager of the fast fashion Aleston brand menswear said in an interview with this reporter that the SPA business The model can accurately target the consumer market, focus on specific target consumer groups, and satisfy different consumption concepts and needs through product experience and services. Therefore, the “SPA model will continue to develop and innovate for a long period of time in the future.”

On March 29th, during the visit to the Expo, the reporter also saw that in addition to introducing new men and women's clothing, Jun'an Jeans also introduced a series of denim sofas, denim coffee tables, denim tables and chairs, and other denim furniture. Daily necessities, the brand's full range of products attracted many young consumers on the scene onlookers. In response to this phenomenon, a sales manager of the brand said in an interview that from the perspective of the overall retail industry of domestic men's wear brands, integration, specialization, and scale have become a development trend, and clothing and lifestyle department stores have been combined. The formation of a full range of product systems, the formation of a full range of branded products will be the inevitable result of the "fast fashion" SPA business model.

Industry insiders develop towards diversified resources

“The domestic apparel industry has already bid farewell to the high-speed growth period and is entering the transitional stage of adjustment and transformation. It is facing an important transition from scale-out development with volume to winning with product quality and innovation, winning with business model innovation, and winning with management advantages. On March 29th, Chen Dapeng, executive vice president of the China Garment Association, said in an interview that at present, although China's garment industry is experiencing an unprecedented test, it still maintains a good momentum of development and maintains both international and domestic markets. The continued growth. A diversified collection of resources can play a diversified role; the pursuit of integration innovation upstream and downstream of the industrial chain, continuous innovation of business models, and constant exploration of new business opportunities will be the development direction of domestic clothing brands.

Similarly, Xu Yingxin, assistant to the President of the China Textile Industry Federation, said in an interview that the future direction of the entire textile and apparel industry will be reflected in the integration of upstream and downstream industries, new products, new technologies, new processes, and brand building and development.

The voice of consumption is not "close to the people" and there is no fashion

A number of male consumers interviewed by the reporter said that with the increase in the men's wear brands and fashion design styles in the market, they are more free to buy, and the concept awareness in the areas of brand, fashion, and collocation has been continuously strengthened. A number of respondents mentioned that due to factors such as the large number of men's wear brands, strong fashion, and the fact that the retail price is “close to the people”, they have formed a certain fashion consumption concept: emphasis on the fashion and quality of men’s wear, not only To be decent and natural, be different.

“Now it takes only a few days to customize a formal suit. Not only is the production speed fast, but also the clothes work and the texture of the fabric are good.” Mr. Tao, who is engaged in legal consulting business in Beijing, mentioned in his interview that not only casual wear pursues “fast fashion” " Even the formal purchase process has become a "fast pace."

Mr. Feng, who lives in Jiulong Garden in Chaoyang District, said in an interview with reporters that the “fast fashion” men's clothing that favors design fashion and various styles during leisure men’s wear is different from the traditional high-end dresses, except for brand and style factors. Cheap prices are also one of the reasons they are willing to pay. "The clothes of 'fast fashion' have a kind of international fashion range, and the main thing is that the price is very close to the people, and it is suitable for our small white-collar workers who work for three to five years."