In the fashion world, the term "advanced customization" is always a high-end custom-made one, and more emphasis on the uniqueness of design styles. In the knitwear industry, those high-end products are often customized through the customization of materials such as fabrics. The pursuit of two words, customized in the front, high-end in the back. This kind of customized high-end is not uncommon in the field of knitwear. Whether it is business casual wear, high-end T-shirt or boutique underwear, many companies aiming at the high-end product market adopt the method of raw material customization.
"The high-end of knitting products is mainly reflected in two aspects, on the one hand, design, on the other hand, in the selection of materials and workmanship. In recent years, the product styles of various companies have not exceeded many innovations, and they cannot form higher Identification, so the application of fabric materials has become the highlight of the high-end knitwear market." Lin Shizhen, marketing director of Zhongshan Huangting Shijia Clothing Co., Ltd., Guangdong Province.
Style development steps can not be opened
For most knitwear companies, the development of styles seems to have been difficult to make major breakthroughs. “This is related to the characteristics of knitted fabrics. For example, other printed fabrics can be cut at will and then stitched. The clothing companies that pursue a little will splicing the stitches in a meticulous manner, while knitted fabrics are difficult to achieve.†European fashion Hu Yimei, fashion brand manager of Trade Center Co., Ltd. believes.
“One-time forming technology will become the process of choice for many high-end knitwear products, precisely because it avoids the loss of knitting fabrics. In addition, knitted fabrics tend to present a more unique texture. Under normal circumstances, they are not good at deducting lines. Because of this, many knitwear companies have a hard time making breakthroughs in product styles. As a knitwear, business casual and sports and leisure styles will be more. And these styles of clothing are often classic and basic styles, so the pace of style development is also a matter of course." Hu Yimei said.
"It is a common practice to copy money in China, and the protection of design is difficult to achieve. Even if you apply for a patent, you must use all kinds of methods to protect it before the release. However, if the product is listed, the company that has plagiarism only needs to buy it. A few pieces can be easily copied back, and it is difficult to open the gap through style innovation competition." Lin Shizhen said, "The change of color is also a direction of competition, but in the end it is actually changing the printing and dyeing pattern, not belonging to knitted clothing. The core competition point, so the development of style research and development in the high-end knitwear market competition is not ideal."
Since the style advantage is not ideal in the market competition, what is the high-end knitting product that allows people to recognize the high-end status?
High-end knitted fabric
“Most of our business is imported brands, mainly business casual clothing, including high-end knitting products. In addition to the European craftsmanship for details, these products are more unique in the fabric section.†Hu Yimei Tell the reporter.
For foreign high-end knitwear brands, although some consumers in the Chinese market still value brands, some consumers have switched from brand consumption to quality consumption. “The brands we introduce are mainly for this type of people. The sales staff will focus on letting consumers try on the experience. Because of the advantages of tailoring and sewing details, this high-grade knitwear is superior in fabric performance. People need to be able to understand through wearing."
For the difference in fabric selection between medium and high-end knitwear, Hu Yimei said: "The difference between the two is very obvious, which is one reason for the high recognition of these foreign brand agents. Because of the introduction of fabric production to consumers They can't understand the process, but the agents know better that the fabrics with excellent fabrics can be represented for a long time. Through the feedback from the late agents, it can be seen that the high-end knitwear consumers benefit from the fabrics. The main fashion brand is higher, and the profit of this product is much higher than the fashion brand."
“The current knit underwear fabrics in the market have 50 to 60 modal, ice silk fabrics and fabrics with other fibers. It is not difficult to find out when thinking about them. These fabrics often lead to annual sales hotspots, so for For high-end underwear manufacturers, who can first throw a selling point that is more in line with market demand, who can seize the market boom of the season. And whether the selling point is too strong is the technical content of the new product fabric." Say.
Source: Clothing Manager
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