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如今的服装大规模定制,在满足消费者个性化需求的同时,正在成为服装产业转型升级的制胜法宝,国内的服装企业,无论规模大小,都在探索正确的方式切入这个新型的产业运作形态,追求企业持续的增长发展。然而不难发现,现有参与服装大规模定制的品类,仍以正装为主,特别是男士的西装和衬衫,占据了个性化定制购物的绝对市场。相比之下,休闲装这一介于正装和时装之间的服装品类,至今在大规模定制领域仍旧存在运营的空白,这种现象与人们对于时尚休闲生活的追求显然不符。因此,本文基于这一出发点,从产品组合策略、产品开发路线等主要方面探索了男士休闲装大规模定制的运营思路,希望能为男士休闲装行业的转型发展贡献自己的绵薄之力。
Today’s mass customization of clothing to meet the individual needs of consumers at the same time, is becoming the magic weapon for transformation and upgrading of the garment industry, the domestic garment enterprises, regardless of size, are exploring the right way into this new type of industrial operation, Pursuit of sustained growth of enterprises. However, it is not hard to find that the existing categories of mass custom-made apparel are still dominated by formalwear, especially men’s suits and shirts, which occupy the absolute market for personalized customized shopping. In contrast, the casual wear, which is between the formal wear and fashion clothing category, so far in the field of mass customization still exists in the operation of the blank, this phenomenon and the pursuit of fashion and leisure life is clearly inconsistent. Therefore, based on this starting point, this article explores the mass customization of men’s casual wear from the aspects of product portfolio strategy and product development route, hoping to contribute to the transformation of men’s casual wear industry.