Marten: Fast Fashion For Custom Tailored Suits

The men's suit custom brand "Mai Ti Shi Chuang" focuses on the rising middle class customer group, who has kept the unit price at 2800 yuan and pushed the customization to the middle tier consumers. At the same time, a new concept was put forward by Mai Ti Shi. "Quick customization", from customer orders to get customized suits, the fastest need only 7 days.

　　 7 days to customize a suit, how did Machi achieve it?

　　 clothing Transformation of enterprises to service enterprises

My university studied fashion design. When I was junior, I founded the brand with my classmates in 2007. Until 2011, group customization was done.

Early customers mainly came from Alibaba, and some local enterprises around Wuxi, including small and medium-sized enterprises with clothing customization requirements. At that time, when the real estate industry was the most popular, many of the properties were being developed, and the offices of large and small offices were still very demanding for group customization. Our initial accumulation was also dependent on these groups. For a long time, our position is personalized and fashionable.

But since 2011, we have begun to retail and make customization. There are several reasons. First of all, the clothing industry belongs to the traditional industry. The traditional clothing industry is actually hard to force the industry. It is highly risky and labor-intensive, and it is extremely difficult to grasp the inventory. Because there are light seasons, the whole work is uncertain in time. In addition, the risk of inventory, clothing industry inventory has been a problem, we have not been spared. Because we can not estimate the customers' group buying needs, the more customers, the greater the pressure of inventory. Once the inventory problem arises, it will squeeze other aspects of the company, and finally we decide to transform. (I dark horse has reported another private tailored clothing brand "private tailor", which is different from Mai Ti when it goes on a high-end customized route. The price of a suit is 10 thousand to 40 thousand, but it is the same as Mai ti. The goal is to eliminate the stubborn disease of clothing industry: inventory. )

Our position is not to be at the top level or the lowest level, but to focus on the middle level consumer group, which is a customized suit that everyone can afford. The price of the present customer is not very high. The average price of a custom-made suit is 2800 yuan, but as with all customized services, we will meet different needs of different customers. We can give customers 6000 kinds of fabric choices. The selling point of marketing is that they will never crash shirts, and all the styles can be selected, including any details in the design.

　　 Build a quick customization of the suit industry, do a good job of addition and subtraction.

For customization, there are two characteristics of the wheat ladder, one is fast, and the two is to avoid the stock problem in the weak season.

We are now pushing a concept called "quick customization", from customers deciding to place orders to get them. clothes The fastest takes only 7 days. It is not easy to achieve such a fast pace, from 20 to 15 days, and then to the 7 days now. It took almost a year.

The company's design department now has 18 people, the factory is mainly a number of skilled workers, there are 46 people, we strive to squeeze production time through various means. It mainly involves three stages, the first is the regulation of volume data, the second is the arrangement of code and volume, and third to the clipping table. All the processes are a very detailed flow. In this process, we strive to do subtraction and addition.

Subtraction is the first stage, which collects volume data and processes orders. We have developed a APP that can be downloaded by both volume division and customers. Customers can enter their own three dimensions, height, weight and so on. They can also take photos, drag the photos into the auxiliary line, the system can automatically identify the data of each part of the body, then store the data in the cloud, and can enter the APP query / modify their data at any time.

After uploading data to the cloud, our volume Division will take the sample card and the corresponding upper body version to make an appointment. The volume master will upload the final data of the customer through the APP to upload the cloud. These data can be seen in the whole factory. Then the factory will make a series of analysis according to the customer's body data, and will confirm that the data is no problem, and then start the order production. From the factory database to the cutting platform, we can compress it to less than half an hour.

So our fast customization is to do subtraction on order, but it is additive in the whole process, because customization is still done by hand and sewing. It takes longer time and pays more attention to design and technology. In the future, we will control the whole order time within a week, receive the data from the front end, receive the suit for the customer for a week, and try to control the shirt for two days. (Ma Teng said to I dark horse that the Internet seems to be more of a tool in Mai Ti, which helps simplify the service process and reduce the production cycle. Mai Ti Shi also tried to push the group buying in the public comment network, but the effect was not ideal. Many customers even rarely saw the group buying, but used to go to the store to consult the consumer. This allows marten to find that the Internet is just a marketing channel, clothing customization to attract customers or rely on offline experience. )

In addition, we want to customize the traditional "light season" concept in the clothing industry. We are now trying to avoid the word "light season" through product adjustment and production adjustment. From May to October is the peak of marriage. We are attacking the market. From September to January next year, the sales volume of high value-added clothing is the best. Like suits and windbreaker, we will focus on producing these orders. From February to May is the incubation period of the wedding market, and also from the cold to warm season. At this time, we will reduce the production of winter clothing and do marketing through the wedding market. In short, by analyzing the needs of customers, adjusting products at different time intervals, adjusting production plans, constantly dilute the peak season, and enrich every year, the ultimate goal is to reduce inventory. {page_break}

　　 The main wedding market

Our customization is still dominated by young and fashionable styles, but there are also our own market players. Starting this year, we will focus on developing the tailor market for wedding men's suits.

When we look at the market, we find that customization is not necessarily the demand of rich and handsome. Many middle class demand for customization too. For the middle class market, we divide it into two parts, one is marriage, the other is business. For Chinese dressing habits, the growth of custom-made suits on wedding occasions is particularly evident in the past two years. From the data at the end of 2013, the custom of wedding apparel accounted for about 75% of the total number of orders. The consumption brought by this piece is particularly high, so it also brings great confidence to our next operation.

We have statistics. Now the number of married people in the country is about 15 million per year. We divide them into two categories: customized demand and brand demand. Some customers may not pursue the brand, but they have the pursuit of service and experience. They first asked for proper clothing, hoping to save time from tailoring to getting clothes and then matching. I hope we can give him different styles and suggestions according to his figure. More and more married groups after 90 have begun to focus on themselves. Dress matching After 90, customers are more willing to take time to participate in the initial design communication links, and show more personality collocation elements in customized clothing. This is another market that we see in the garment customization industry, and the market for younger ones is getting bigger and bigger.

In addition, for those customers with brand requirements, we are gradually introducing some high-end international first-line fabric brands as our supplement, providing more high-end services, but this is just what we can do, not what our owners do.

In the future, we hope to open up other markets besides Hangzhou, Wuxi and Suzhou in three places. These first tier cities in Beijing and Shanghai are what we yearn for, but we are not the first ones to enter, because entering the first tier cities also means facing a brand shock. Although the interest of the two or three tier cities for suits is not as good as that of Beijing, Shanghai, the demand is still great. We will start from the two or three tier cities, so that it can be more secure.