How to deal with the measurement difficulties of online customized clothing? The trick is to design the clothing size system very carefully, and the distance between sizes is very large, not only to ensure that everyone has a size, but also to ensure that the clothes customized according to that size can fit well.
Clothing customization is nothing new, but separating it from e-commerce is being discussed by more and more companies.
Evo is one of the first e-commerce companies in China to launch the clothing customization business. Its founder He Guanbin found that purely imitating foreign high-level customization models is difficult to develop in China. It hopes to establish a controllable clothing production and sales model that can not only retain some of the advantages of the high-end customization model, but also achieve civilianization. of tailor-made. Therefore, he collectively targeted the white-collar men’s clothing market.
For a shirt, Evo synthesizes it into several parts such as collar, sleeves, body, and back hem, and then launches different styles according to the fashion for consumers to choose. Consumers can combine according to their own preferences to achieve unlimited customization. This certain positioning also helped Evo quickly open up the market.
But in online shopping, in many cases, traffic has not been converted into purchasing power, because online customization is a big difficulty. He Guanbin’s solution is to separate online and offline to achieve complementary advantages and mutual penetration. With the separation of experience stores, He Guanbin found that the order rate of consumers has greatly increased.
In order to solve the measurement problem of online customized clothing, Kushen Clothing Company, which launches brand-name men’s clothing, has invented its own method.
Kushen Clothing Company has been exploring the industrial customization model of clothing since 1996. They hope to replace the inefficient and technically demanding manual customization model and realize industrialization by using modern information industry and sewing equipment. change.
They started from the professional attire business of producing sportswear for more than ten years. They have accumulated a small amount of talents, role models, craftsmanship and experience in clothing customization. This laid the foundation for its brand-name men’s clothing, and also made customization more complicated: in their database, there are millions of measurements, and they created password customization that makes the customization process complicated and convenient. Law. Consumers only need to choose a size that suits them from thousands of sizes to customize fitting clothing. It is said that this method also makes the integration satisfaction rate reach more than 95%. In order to make this data reach 100%, the brand men’s clothing also launched a first-experience customization mechanism for unconditional returns.
How to deal with the difficulty of measuring the size of customized clothing online? The trick is to design the clothing size system very carefully, and the distance between sizes is very large, not only to ensure that everyone has a size, but also to ensure that the clothes customized according to that size can fit well.
Since there are so many models, there are enough to cover all kinds of people, and the distance between the models is so thin that people can’t feel the difference, so the fit can be completed. Precisely because of this huge number system, people only need to customize from the selected number, without the need for face-to-face measurements.
To prevent customers from choosing the wrong number, we must first ensure that the size of the number provided by the customer must be complex. After discussion, they decided to use three common sizes as the basis for customers to select sizes. For example, to select a shirt size, you only need to provide height, collar circumference and net bust; to select a trousers size, you only need to provide trousers waist, trouser length and net hip circumference. Because these three dimensions can be measured by the customer himself, even some inaccurate measurements will not affect the fitting effect.
Through statistics, they found that if the total number of sizes does not exceed 3,000, they can ensure that the fitting satisfaction rate is above 95%, and the total number of shirt sizes is even less. And 95% is the current high level of volume in the sportswear industry. This size range is not difficult to achieve in terms of consumption.
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