Men'S Wear Is Now One Of The Most Popular Products In The Chinese Market.

Ciro Palestra, a p 45 year old gold medal tailor, has 1/3 of his time flying to all over the world in a year, tailoring his senior suit to his boss and rich people.

Four years ago, Ciro's itinerary added another destination: China.

< /p >

< p > soon, this magical place became his regular visiting place.

< /p >

In the last month's China trip, he visited six places in Beijing, Hangzhou, Chengdu, Taiyuan, Shenyang and Xi'an in 15 days, and ordered 8 million of the Italy menswear brand Kiton, which he served in P.

< /p >

The weak economic environment and "frugal wind" do not seem to have a deep impact on China's luxury men's wear market. In other words, the business sector is also becoming a blue ocean for luxury brands to tap the market in China's P market.

< /p >

< p > < strong > layout blue ocean < /strong > < /p >

< p > "for us, there will be great potential for China's luxury men's wear market in the future."

He Bin, director of Kiton China, said in an interview with the first financial daily.

Kiton China's market performance still achieved a 20% growth in the "hard" 2012, and so far it has shown a good momentum of growth.

< /p >

Less than a week ago, just a week ago, the famous luxury goods store, Langer, announced that the men's clothing shopping service was officially launched in the online store to meet the growing demand of Chinese customers for luxury men's wear brands, and plans to expand the online men's clothing brand to over 180 next year.

< /p >

< p > men's wear is now one of the most popular products in the Chinese market.

With the growing maturity of customers, men's clothing has become an important growth area in the Chinese market.

Andrew Keith, President of Lane Crawford said.

< /p >

< p > in China's luxury men's wear market is the blue ocean's prediction, many luxury brands also launch a new product line in China, even when the overall external environment is not optimistic.

Italy brand Bottega Veneta, one of the main products, is one of them.

< /p >

< p > December 2012, Bottega Veneta opened in the men's clothing store in Shanghai Hang Lung Plaza.

In an interview with the first financial daily, Marco Bizzarri, executive director and chief executive of Bottega Veneta, said optimistically: "Chinese luxury men a target=" _blank "href=" //www.sjfzxm.com/ "> clothing < /a > contains great potential.

< /p >

< p > according to our reporter's understanding of Hugo Bos BOSS HUGO, the brand plans to introduce more men's product lines to the Chinese market in the second half of this year, such as locating young people's HUGO.

Hugo Bos is also planning to open two flagship stores in Shanghai this year, and will accelerate the recovery of all dealers' agency rights by the end of the year, and re integrate them into self employment.

< /p >

< p > some people may ask, because the special gift culture in the Chinese market, the government's "Thrift" and the crackdown on corruption will not have an adverse effect on the luxury clothing brand of men's clothing. "High-end business clothes are generally low-key, focusing on fabric and tailoring, only those who wear them can feel it. Others can't tell which brand it is from, unlike watches, which are easy to be identified, not to mention, there are many bosses and rich customers."

Insiders analyzed this reporter.

< /p >

< p > < strong > customizing "routine" < /strong > /p >

< p > why does China's luxury men's wear market have such a great attraction? Marco Bizzarri found that once men's customers are attracted, they will have a strong loyalty to the brand.

< /p >

< p > Ciro compares Chinese and foreign male customers. "Foreign men's customers are very mature, they know what they like and how to wear them, but Chinese men's customers are learning very fast at the stage of groping."

This stage of learning progress is regarded as an important development opportunity by brand.

< /p >

< p > Ciro also needs to spend more time communicating with Chinese customers when making customized services for Chinese customers. For example, first of all, we need to know the customer's dressing occasions to help them choose their fabrics. Secondly, we need to know whether the accessories and styles of garments have personalized needs. Third, we should know the details and even match them with customized accessories.

< /p >

< p > loyalty is also the feeling of Ciro to customers here.

Kiton's loyal customers usually shop twice a year. These two visits basically solve their "dressing up task" for a year.

"Some customers will call us at the beginning of the year to tell us their clothing budget this year, and we will recommend them according to their preferences."

< /p >

In March, "P > Ciro ran through six cities to finish the 8 million order after" tour "customization, which obviously made He Bin feel very satisfied.

< /p >

< p > data show that 80% of Kiton's revenue in China now comes from customized business. Based on this, Kiton even put forward the concept of customizing "routine" this year.

This means that China's Ciro will be more busier after flying two times a year, because it needs to meet the customizing demand that the Chinese market may appear at any time and place in time.

< /p >

< p > in He Bin's view, the biggest difficulty in customizing the routine is the allocation of technical power. With the growth of the Chinese market, not only the headquarters of Italy need to send professionals to China, but also to cultivate their own technological strength in the mainland.

< /p >

< p > Marco Bizzarri also plans to find suitable and feasible places in China to open more stores for male customers, and new stores will be tailored to different markets to meet different needs and desires of customers.

< /p >