The Research Of E-marketing Model Of Custmized Clothing

Custom clothing E-marketing is the new symbol and trend in the fashion industry. In this study, I did a clothing customization customer background data analysis based on the data of Taobao network marketing index, Taobao Cube, Aiding custom clothing website, and e-commerce platforms such as Tianmao and other separate custom clothing studio. This study also conducted the differences between foreign custom clothing E-marketing model and the Chinese custom clothing E-marketing model. So as to provide reference for customized E-marketing strategy and consumer apparel customization.The research results of E-commerce clothing customization and consumer background research result indicates:(1) China’s clothing customization business that activities through E-commerce is numerous, but mostly engaged in the mid-range clothing product customization.(2) The process of clothing customization is mainly based on the pattern that the clients provide,which did not put the superiority of network to good use.(3) The clothing customization customer distribution is in conformity with the development of economic. However, the custom trading volume is different from the search index amount, second-tier cities is higher than first-tier cities.(4) Women search customized clothing index more than men, but on the contrary,the transaction deal is made more from men than women.(5) The purchased item by price is from high to low to distinguish the level of consumption crowd analysis. The results show that the search index and volume index are nearly the same. Consumers that have interest in custom clothing are the high level consumption-based groups.The differences between Chinese and foreign custom clothing E-marketing model is that:the Chinese customized clothing operates mainly on low-end customized products, which still need to be improved; high-end customized clothing network is still in a starting point, which still has a big gap compared to Western developed countries. The main problems are:(1) Majority of Chinese clothing customization supplier positioned in the low-end customer base, while ignoring the needs of high-end customers and potential business opportunities.(2) China’s in need of a high-end custom clothing brand that is well recognized by the public.(3) China is still in lack of custom clothing innovation; China needs a break though in long-distant clothing fitting system.(4) China’s clothing custom network and the mobile network APP marketing is at a disadvantage state.(5) The quality and integrity issues in apparel and garment technology and materials still exist.(6)There is still a lack of communication between consumer and designer, and communication between consumers.(7) The clothing manufacturer is not fully mobilized andgiven the opportunity to customize those involved in the design.(8) Chinese consumers that are artistic and spiritual pursuit have not synchronized with the increase of their income.Conclusion: The Chinese custom clothing E-marketing is still in its infancy phase, but the development of high-end custom clothing has broad prospects. However, it requires custom clothing e-commerce supplier to improve their marketing model, in order to break through the bottleneck of remote network customized should strengthen scientific and technological innovation, custom clothing consumers are looking to improve its quality.