For the form of clothing customization , can be roughly divided into three types, namely:
Fully customized products: “Fully customized” is the most top-notch production mode of clothing customization and its essence. Take for example the custom-made suits produced at Savilerow, which are called “bespoke”. Clothing customization that is generally considered basically refers to “fully customized” clothing, which adheres to the traditional customization model of tailoring, pure hand sewing, and rare and expensive customization.
Semi-customized products: “Semi-customized” clothing refers to the clothing production method compared to “full customization”. It is based on the completed and set styles, and then the style details are modified and adjusted according to the customer’s body shape. .
Micro-customized products: “Micro-customized” , as the name suggests, some details can be slightly modified and adjusted according to the customer’s preferences or characteristics. It can be called “unfinished ready-made garments” in terms of the “full customization” and “semi-customization” mentioned above. The style, fabric, and number have been set and formed, and the primary sewing process has been completed in the factory. When arriving at the store, customers can make limited combinations of various product components displayed and supplied in the store, such as collars, sleeves, buttons, embroidery thread, etc., and then make appropriate customizations based on the customer’s physical characteristics. The measurement and length adjustment work is completed and delivered to the customer in just 3 to 5 days.
“Micro-customization” has become a daily marketing method for most brands because of its short waiting time, relatively low cost and taking into account the customer’s personal choice.
With the advent of the era of personalized consumption, “customization” has become an important factor that consumers consider when purchasing goods. Therefore, “micro-customization” will also become an important marketing tool for brands to connect with consumers and increase brand added value. At the same time, various electronic and miniaturized mechanical equipment enable non-professionals to quickly master techniques that took ten or even decades to use in the past. Therefore, when the two are combined with each other, “micro-customization” will become the mainstream of personal applications.
Customers can print customer-supplied patterns on selected T-shirts or polo shirts of different styles and colors using offset printing, watermarking or heat transfer printing techniques. Or you can purchase fine embroidery machines and laser engraving machines for only a few thousand yuan. You can mark patterns on clothing, buttons, and nameplates according to customer requirements, even if the price of the product is higher than that of similar products. Will be welcomed by customers. Therefore, it is not difficult to see that “micro-customization” has broken away from the traditional customization model. It changes the consumption behavior model through richer and modern expressions.
