Advanced Customization From Shanghai To Beijing Is Getting More And More Attention

How to read Meng Jun's advanced customized sutra

Meng Jun: Independent clothing design Shi, founder of MengGallery brand, now lives in Germany.

In 1947 Christian Dior released the landmark "New Look" series in the history of fashion Advanced customization At the beginning of the golden age, many brands have emerged.

After experiencing the nirvana of 2011, the advanced customization industry has returned again. Even though the tide of the industrial revolution has weakened the complicated handwork, the commercial value of ready-made clothes has already exceeded that of advanced customization. However, the existence of advanced customization will always be the soul symbol of the highest point of fashion technology. Western haute couture has declined this year. Take France as an example. At present, its annual sales of haute couture customization have been less than 20 million dollars. At this time, international brands have deployed in the Chinese market, which shows that China's haute couture does have a large market. For both clothing and home furnishing, advanced customization emphasizes more on the sense of exclusivity and personalization, and always focuses on customers. Such attention to fabrics, details and craftsmanship represents the worship of artistic creation and traditional handcrafting and the tireless attention to details.

When chain stores opened one after another from Shanghai to Beijing, high-end customized clothes and household goods began to receive attention. Now people are more and more personality. Look at the peach Bentley on the streets of Beijing, we can see that people are beginning to pursue some very small and very own products. The situation in Europe is different from that in China. Most people in Europe will not go shopping together in a swarm, and even their best friends will not share the same style of clothes. Many European customers use linen napkins or cushions at home to show their own family's letter logo, which is to reflect that this is specially made for them by the brand. European customers prefer appointment system, they do not like to share shopping experience with others, and tend to communicate with designers in the store alone, and then load the spoils one by one into the car, This is their favorite experience. Many times, the relationship between designers and customers is also established.

Chinese customers usually bring their families or friends to choose clothes. The scene of everyone's discussion was very lively. They like to share their achievements and listen to others' opinions. Several good friends buy shoes or coats of the same style, and many times they choose the same fabric for curtains in the household area, which is impossible in Europe. I remember once a German customer saw a black and white handmade cushion, but learned that a friend's home also ordered this one a month ago, I gave up reluctantly.

Meng Gellary brand It was founded in Germany in 2008. At first, it only sold my own oil paintings. After visiting several customers' homes, I found that oil paintings and furniture can be sold as a set of goods. The furniture and art display of each family reflect the owner's character and taste. After getting the trust of customers, I began to design cushions, bedroom textiles and tablecloths for them. In the case of chain stores everywhere, my customized products should win in workmanship, details and selecting the best fabrics. The advantage of living in Europe is that it is the birthplace of fashion. It is too vague for me to follow the fashion trend. Now many stores have new products every two weeks. I prefer some classic designs. I hope that people will still keep my products in a few years. I have new products in the household series every month. Generally, I only use the original colors of black, white, gray, and gold, but I design products with different materials and the proportion of colors.

When the moon rises, it is the time for me to start my creation. I will summarize the things I saw one day and record them by sketching. Many ideas are also completed in the cabin of a long-distance plane, and no one interrupts me for more than ten hours. Usually, the menu provided by a business class will be filled with design drawings when I get off the plane, Since my products are not particularly commercial, my products are made in my own studio, so I can check the quality myself. Recently, I made a fur blanket. The highlight is the lining. Black and white silk fabrics are stitched together one by one. Last year's coat, made of cashmere, was decorated with handmade silk flowers on both sides of the back and shoulders, and was matched with a fox fur collar. I don't put myself in the same theme. I usually do what I think. Recently, I began to design shoes and just launched the first series.

The vitality of high customization lies in the full hand-made process from design and material selection to the technicians behind it. Costs and profits need to be considered, but only part of them. The product itself is not considering profit in the process of creation, but putting excellence first. In many cases, it can be displayed in the living room or cloakroom as an artwork.

For many designers, advanced customization seems very simple, but the true meaning of advanced customization is a long process of persistence. At present, the biggest challenge of advanced customization in China is not technology or fabric, but that China has no voice in advanced customization. At present, advanced customization is still dominated by the West. Most consumers have a "worship of foreign countries" mentality. The popular elements, concepts and styles of advanced customization in the West must be the hottest in the world, while China's advanced customization has no say in this regard. At the same time, the Chinese market also lacks a standard. Due to the lack of standards, advanced customization has become a concept hyped by businesses, which also restricts the development of advanced customization. In France, there are quite strict standards for advanced customization. For example, there must be work presided over by a designer to tailor individual customers, and extremely original fashion works made by hand; Designers and their fashion stores must be recognized by the French High Fashion Association; Must have a studio in Paris; There are at least 15 full-time personnel, and more than 3 full-time models are employed throughout the year; It even divided the rise of medium customization, small customization, semi customization series and advanced customization according to the scale. Such regulations are not established in China. Of course, we don't want to follow the French customized standards. We can have new standards that adapt to our own conditions.

It is also because modern people have very rich choices, so shopping is no longer as simple as going to the mall to buy goods home, but also involves the problem of shopping experience. I like to give customers a special experience. I choose my own music, buy flowers from Holland, and customize the fragrance from a perfume workshop in Paris. From sight, hearing to smell, I make every customer like the Mengallery space.