Personalized Custom Luxury Products Grow In China

Prada launches personalized Lettering Service letter

When you enter a Ermenegildo Zegna store, tailoring artists will make a unique suit for you in Switzerland or Italy with top fabrics. They will be pported to you by air. To Bottega Veneta, you can customize an ostrich or crocodile skin handbag with a silver medal engraved with your name on it. (Zegna)

These advanced products can hardly be seen from the appearance of brand logo.

Users' "feel special" is obviously their key feature.

Not only these international brands, but also in China, there has been a focus on advanced customization business.

Originated in 1979, a small factory with a sewing machine from the staff's home near Dalian was founded in 1995. In 1995, the brand name Trands set up the top suit for men's wear, which sold as high as 88 thousand yuan.

You may not know that the suits that Hu Jintao and Bill Gates wore came from the same brand, that is, the creation. Buffett said in his video recording that he now has 9 suits from China, and the others are thrown away by him.

He also ridiculed that he wanted to open a store with Bill Gates to sell the clothes of this brand.

In the March 2011 report on the rising China luxury market, McKinsey & Company divided China's luxury consumers into four categories. Among them, the most high-end luxury goods consumption model accounted for 1% of the total number of consumers, but its luxury expenditure accounted for 19% of the total market.

They spend more than 150 thousand yuan a year on luxury goods, accounting for about 10% of their disposable income.

These people have long been associated with luxury brands, frequently buying luxury goods to satisfy themselves, to make themselves feel special, not just to show wealth.

Obviously, such consumption models are willing to buy these low-key and personalized luxury goods.

The McKinsey report points out that the population of this class will expand, and their share of consumption in the market will reach 24% in 2015.

Designer Ivano Caitlin (Ivano Cattarin) has signed an exclusive cooperation agreement with the founding of the world, serving as the director of brand design and tailor-made for the appointment of VIP customers.

Previously, he was the chief men's designer of George Armani (Giorgio Armani).

Mr. Zhiyong, who is responsible for brand promotion at the founding of the world, told reporters that in 2011, the founding of the world was going to open 10 new stores in the country.

Previously, there were 22 stores in the 10 provinces in northern China.

Po Tika has entered China for 4 years, and its stores have opened in 16 large and medium-sized cities in China.

Zegna's stores can be seen in over 30 Chinese cities.

Ouyang Kun, China's chief representative of the World Luxury Association, once said: "now the luxury demand of Chinese luxury consumers is very strong. Many high-end people want to get personalized services at the same level in the process of luxury consumption growth, because they want to distinguish themselves from other high-end people, have a higher level of personalized consumption, and reflect their social identity and value."

This means that the luxury market providing personalized services will further expand. The low-key, sophisticated and considerate luxury brands will face greater development opportunities in China.