Selling Expensive Prices Is Not Necessarily High.

Haute Couture originated in France and has been born for 150 years. It served for the upper class and the court.

Now, advanced customization is not an adjective, but a proper noun. It has Chambre Syndicale de la Couture Parisienne, which is under the supervision of the government. It also needs certain qualifications to be called advanced customization.

For the layman, the concept of "Gao Ding" is very expensive, handmade and customized three characteristics.

This vague impression has also led to the so-called "advanced customization" in China, which seems to have a sense of design that can not be controlled by the ordinary people, and the high price is high.

But this is not the case.

There are probably the following points.

1, have their own studio (Atelier)

2. Have at least 20 employees.

3. It can hold two high school exhibitions every year, in January and July respectively.

4. There are at least 50 garments in every season.

5, must be finished by hand.

Once the brand is not satisfied with the above 5 conditions, it will be removed from its incumbent members and listed as a "former member".

For the first point, you can take a look at Chanel.

The release of Chanel is the longest time in all high decisions. The biggest reason is that it has the largest studio and has various kinds of workshops to complete every part of the garment.

For example, Massaro shoes shop, A.Michel hat workshop, Lesage embroidery workshop, Lemarie feather workshop, Goossen gold and silver workshop, Guillet decorative flower workshop, Desrues button button workshop, Montex embroidery workshop, Causse gloves workshop, Lognon pleat workshop, Lanel embroidery workshop, etc.

These workshops were slowly incorporated into the company for many years, and the craftsmen with the best craftsmen.

Unlike advanced clothing, most spectators are their own customers.

At present, there are only 2000 consumers around the world, and not all customers will be invited. But big customers and consumers will be invited to see the show.

Of course, the media will be invited, but not much, and most of them will be backstage filming and release immediately after the show. These clothes will be moved to the studio the next day to give the guests a closer look and try.

Among the designers in China, Guo Pei and Marco, who are well known, have been invited to attend the Paris Gao Ding Zhou. This seems to be defined as "Gao Ding", but it has not appeared on the official list.

Guo Peiceng told the financial times that the designer must have the professional design ability to make "high definition". He must have a special understanding of technology and materials. Only in ten years can he have a preliminary understanding. "Gao Ding" technology is not to be done by a print master or a tailor. The designer must understand the whole process of texture, cutting, handwork, decoration and so on. In 5 years, he can become a good tailoring master. He must also have at least 5 years of "high fixed" typing, and the knowledge of the school can not be brought into the door.

She thinks she has only recently made a step towards "Gao Ding".

There is another concept that needs to be clarified, the difference between advanced customization and private customization and advanced garments.

The difference between advanced customization and private customization is reflected in "Ding" and "Ding". The former is specially tailored for customers to dress exactly according to their requirements, while the latter is ordering and modifying on the basis of original ones.

And advanced clothing is another concept. Clothing is what we call fashion week. English is ready to wear. The relationship between them is mostly the low-level version of advanced customization. The high definition is the soul of the brand, and only through appointment, clothing is the promotion line, which can be bought directly into the store.

But Chanel

Karl Lagerfeld thought: "

In contrast, the advanced custom women wear a completely different design concept.

In his view, the advanced custom dress is "work and proportion".

It is not related to clothing, wind and horse, nor should it be related.

In recent years, advanced customization has become more and more popular.

Jean Paul Gaultier decided to give up garments and concentrate on Gao Ding (Jean Paul Gaultier) is also an official member of the Gao Ding Association. In 2015, Saint Laurent decided to restore the advanced custom line and give the complete name of Yves Saint Laurent.

Recently, we also reported that Giles Deacon gave up the garment line.

But this is a consensus in the industry.

According to Mario Ortelli, a luxury luxury analyst at Sanford C. Berstein, the high value fashion market worth $650 million (about 4 billion 276 million yuan) occupies only 1% of Sanford Bernstein's share of the luxury fashion market.

Advanced customization is just a "famous way".

But in recent years, advanced customization is also gradually changing.

From the schedule of Gao Ding Zhou, we can see that many designers do not have enough standard of 50 pieces, and many overseas guests have been invited to participate in the "Gao Ding". They are not necessarily located in Paris. This is the trend of fashion week to a certain extent.

This matter can be viewed from two levels: one is to cater for the needs of more consumers in the region, such as the Middle East and China, on the other hand, it needs more fresh blood to enter. This has given many designers opportunities, and of course it is also a challenge.