Morse code MORSECODE high-end women's wet custom: the dual temptation of quality and price

Wet customization is the ultimate model of cost-effective clothing cost-effective, will become the spoilers of the traditional clothing industry?
When the clothing industry players racked their brains for issues such as cost, inventory, marketing, and distributors, a middle-aged man in Fujian who had never set foot in the apparel industry ignored the industry dogma and thrown out the concept of “wet customization” to the apparel industry chain. Upstream and downstream elements were rearranged and combined, and a large number of fans remained in a short period of time. Does the so-called "wet custom" become a spoiler in the traditional clothing industry?

On August 18th, microblogging netizens “dramatically” recommended a picture of a camel-colored cashmere winter coat to “crazy tailors”. It is recommended that this style should be ordered and the responders should be present. The "crazy tailor" is the founder of the Guangzhou Password Clothing Co., Ltd. Zhang Congbin. He found that several days ago, several hundred bloggers had already been interested in this coat and decided to adopt the suggestion and “put a version out” first.
It took less than ten days to draw design drawings, identify fabrics and make the first sample. On the tenth day, the number of coats of this coat has been hung on the physical store shelf of the password dress. At the same time, the official website also officially began to accept bookings. The most attractive price is the price. According to Zhang Congbin's concept of "wet customization", each item only charges "cost + commission" price. Take this price of 894 yuan, the actual price of 709 yuan cashmere coat as an example, the price is composed of: surface accessories and wear 454 yuan + processing costs 140 yuan + development and operating costs 100 yuan + commission 200 yuan, customers can even in the cuffs, The collar fabrics and designs are “self-help collocations”, which results in a price reduction of 100-150 yuan.

“The price of such a high-grade coat tag in a mall is more than 4,000. If you simply want a piece of good Fabric and a good craft, you can only go to a brand store to buy it at a price ten times the cost. There are no other choices, and wetting customization gives us more choices and makes good Clothes that everyone can afford.” For the year-round search in the mall, “looking at the tag”, only dare to wait until the discount season before buying clothes. For women, Zhang Congbin’s description of “wet customization” is undoubtedly quite lethal. The number of sales of this coat is proof - within half a month, it has received over 400 orders from all over the country.

Locking Self-positioning: Seizing the Heart of a Middle-class Female
He is different from the routine of the traditional clothing industry and is also based on an accurate understanding of the purchasing psychology of this group.
Throughout the entire process, Weibo has always been the main battlefield for Zhang Congbin's marketing. There, he disclosed the process of clothing one by one, from the problems encountered in finding fabrics, the experience in the production of prototypes, to the pricing calculations, carefully answering questions raised by fans, and even satisfying the small demands they put forward.

It is not difficult to see his love for this customer group. These customers or potential customers on these microblogs were profanely dubbed “toutou” or “girls.” On each clothing label, they even said: “It is said that middle-class women are the only ones to maintain this icy world. The ideal person."
And he is different from the routine of the traditional clothing industry. It is also based on an accurate understanding of the purchasing psychology of this group. “Some girls think that I only need a good crafting, good-fabric dress, and I don’t need to demonstrate identity branding and shopping experience, but no one can solve this problem for her. Then I provide a solution to the problem.” The emergence of wet customization 'is to solve this problem for them. While other clothing companies do not consider this issue, they are thinking about how to develop franchisees and do something about it. I consider the issue of cost control. The starting point is not the same. ."
He positioned the physical store to experience and try on clothing, select it later and go home and order from the website. In this regard, his point of view is, "We know that there are some girls who dare not go to those high-end stores. She has a fear in her heart that she fears that Others will try and not buy. There is no purchase in my shop, then they will There will be no such kind of mentality. They will go in with confidence and come in boldly. Even the decoration can come in. Even if everyone is the same, there is no need to consider the issue of 'touching and not buying'."
"Wet Customization" was launched just a few months ago, and it has been more than expected. In this regard, the security store at the entrance of the creative park where the physical store is located is the deepest: “A lot of people have come to ask for directions recently. They are all looking for this company.” Zhang Congbin said: “Weibo has suddenly taken me too big. I didn't think I would receive so much attention in such a short time."