"Light Customization"-the High-end Brand Clothing Sustainability Applied Research

Faced with changes in consumer’s trends and competitive market environment, theproduction methods how to changes, industrial how to be upgrading, and sustainabledevelopment how to achieve and other issues are being more attention. This paper is studying forthe concept of customized what doesn’t show when high-end brand of clothing is currentlyseeking to develop custom clothing and extending existing in the process clear, and manyapplication issues. From the perspective of a customer, and then take the customer as the centerof marketing strategy to meet the higher difference, diversity, personalized consumer demand forclothing to make micro-innovation "light customization" concept, defined with "lightcustomization", so that the high-end brand clothing custom separated from the large concept;architecture "light custom" mode, a method of exploring the high-end brand of clothing andsustainability solutions for the sustainable development of high-end clothing brand to providerelevant research data and directional strategies.This paper combined with the related custom types research, consumer psychology,experience marketing, marketing and other multidisciplinary cross with reference to the researchmethod to define the current high-end brand clothing when is seeking to develop and extend theintegration of all kinds of clothing custom relationship customization for the "lightcustomization", which is a new extension of light luxury experience; analysis of the presentsituation and the problem during development of high-end brand clothing;discuss the intrinsicrelationship between the high-end brand clothing sustainable development and "lightcustomization"; architecture "light custom "three modes of operation:"1. a designer-driven brandconcept for terminal mode;2consumer-driven self-service interactive terminal mode;3overallbrand image as the leading integrated experience flagship model "formation" light customization"model of innovation, service, reliability, sustainability. Finally, in the enterprise to carry outthe run of the model analysis and verify the feasibility of the model and application effect. "Light Custom" in the high-end clothing brands have different levels when combined withthe products, services, marketing, operations, etc., so it has a great help to enhance the brandvalue. By "light customization" is not only to promote the interaction between brands andconsumers, improve service levels, enhance brand value; and by "light customization" theproduct quality and brand image have been both enhanced to stimulate brand innovation,improved brand the added value of sales and customer satisfaction, play a positive role toimprove on sales and customer loyalty, expand the brand clothing broader market space, accessto the sustainability of the business benefits and competitive advantage.The results can help companies understand and implement of the "light customization’s thetrue meaning and clarity the "light customization’s position, for the high-end clothing brands toprovide solutions to the problems had to face when developing; help differentiate high-end brandclothing, pluralistic marketing strategies and tactics develop and expand, providing the referencedirection for high-end brand diversification strategy; clear "light customization" is not only acustom model, but also a new business service operation mode for high-end brand of clothingwhich can continued development of a rational strategy unique and innovative solutions.