In a custom clothing studio in Beijing's 798 Art District, the post-90s designer Xiao Lin is measuring the size of an Internet company executive. This client wants a suit that can balance business meetings and casual socializing, neither too rigid nor too casual. We will add a dark pattern design to the collar, use materials with better breathability for the lining, and design adjustable cuffs... "Xiaolin explained while recording. This kind of scene is frequently staged in custom clothing studios across the country.
The traditional ready to wear market is indeed facing growth bottlenecks. According to data from the China National Garment Association, the growth rate of China's ready to wear market has slowed down to 3.2% in 2022, while the customized clothing market has maintained a high-speed growth of 18.7% during the same period. Mr. Wang, who has been engaged in clothing wholesale business in Hangzhou for 20 years, exclaimed, "Nowadays, young people are increasingly unwilling to make do with buying clothes
Behind this transformation is a profound change in consumer philosophy. The new generation of consumers are no longer satisfied with the basic need of "clothing can cover the body", they pursue the expression of personality that "clothing is like the person". On social media, the # OOTD (Fashion Today) topic has been read over 12 billion times, and notes related to "custom clothing" on Xiaohongshu have increased by 256% year-on-year. The words of a post-95s financial professional are very representative: "I am willing to pay 50% more for a suit that perfectly fits my body shape and taste
Entrepreneurs of custom clothing stores are responding to this demand with innovation. The "Quantitative" customization store in Shanghai has developed a 3D measurement app, allowing customers to complete accurate measurements at home; Mr. Tailor in Chengdu has launched a "Fabric Library", allowing customers to choose their favorite fabrics like choosing a book; Guangzhou's "style customization" even provides "clothing subscription" services, regularly recommending customized plans based on customers' occasion needs.
The innovation in this industry goes far beyond technology. Shenzhen's "Yi Mai Customization" has opened studios in office buildings, allowing white-collar workers to complete customization during their lunch break; The "Cloud Tailor" in Hangzhou has established a designer platform, allowing independent designers to directly connect with consumers; Beijing's "Craftsmanship" focuses on environmental protection concepts and provides services for renovating and upgrading old clothes. These innovations are lowering the threshold for customization and expanding the potential customer base.
The market outlook is indeed exciting. Consulting firms predict that the size of China's custom clothing market will exceed 200 billion yuan by 2025. But entrepreneurs also need to be aware that the core competitiveness of this industry is always the word 'craftsmanship'. Li Min, the president of Guangzhou Custom Clothing Association, pointed out that "no matter how cool the technological means are, they cannot replace the master craftsman's grasp of the pattern and attention to detail
In the tide of consumer upgrading, custom clothing stores are writing a new business story. It is not only a revival of sewing machines, but also a return to a lifestyle attitude - in this fast-paced era, there are still people willing to patiently wait for two weeks for a piece of clothing that is completely their own. This kind of waiting itself may be the best way to combat the aesthetic fatigue brought about by industrial production.