An Interview with He Bin, Gaoding Brand Apparel in Italy

Functionality, style, comfort, men's criticality towards clothing is getting closer to women, in order to meet the difficult-to-adjust men's consumers, the public brand began to play "high-definition" card. The reporter exclusively interviewed He Bin, the director of the high-end customized Italian brand kiton China, who has a hundred years of history. How does he view the domestic men's high-profile market?

Men's Wear High Future Clothing Industry Blue Ocean

Reporter: With the rapid development of the domestic garment industry and advanced customization into people's lives, how do you view the status quo and future of the domestic garment high-profile market?

He Bin: Looking at the whole advanced customization industry in China, it is currently in the early stage of development. The reason that this field is favored by brands is that it can effectively increase brand value. The product line has greatly improved the brand from aspects such as grade, price, and customer satisfaction. Moreover, personalization is the main attraction of high-end consumption in the future.

Reporter: At present, the high market in the market is mainly concentrated in the female market. What is the development space for the male market in this area and why?

He Bin: Nowadays, most of the common haute couture brands on the market are women's wear, while men's wear has more advantages in the high-end market. Taking men's formal wear as an example, there is not much breakthrough in style. Consumers hope that they can use clothes to reflect their individuality, and they need to work hard in terms of fabrics, design details, and so on. This is also where domestic brands need to pay attention when cultivating Gaoding market.

Domestic men's high-grade lack of high-end brand

Business Daily: Domestic men's high-profile market gives people a little feeling of thunder and rain, which is far from the international level. What is the reason behind your analysis?

He Bin: Advanced customization is not a concept, but a way of life. It takes a long time to cultivate consumers. There are no market highs that are pseudo-gaodao. Secondly, the high-definition cost is an industrial chain. From fabrics to design to sewing, it is necessary to master the upstream resources of high-end raw materials so as to effectively control costs. In addition, talent is also a factor constraining the development of domestic men's high-end market.

Domestic men's high-definition pure service is missing

Reporter: The price of kiton Gaoding garments is between 80,000 and 300,000 yuan. With such a high cost, how does the brand embody the value-added of the products in addition to the apparel itself?

He Bin: If the service amount is used, I think that the price of Kiton’s products will account for about 30%-40% of the total sales. Consumers buy kiton's clothing and buy the brand's services. Pre-sale, sales, and after-sale brands provide customers with a full range of apparel solutions. We hope to help consumers demonstrate the personal charm of wearers through clothing language. Domestic brands have not yet realized the importance of services for this industry. For example, the cost of maintaining and modifying a garment sometimes exceeds that of a new garment, and the cost is also the reason why it is difficult for domestic companies to demonstrate mature services. Beijing Business Daily reporter Liu Yibo

Kiton

The top menswear brand from Naples, Italy, was founded by the founder of the brand ciro paone in 1968 and has now become synonymous with noble handmade stitching techniques.

He Bin

An authentic European gentleman who lives in Beijing all year round. He graduated from the Italian University of Belugia and obtained the Department of Italian Language and Literature. He has served as a reporter, visiting professor of the Media and Communication Department of Milan University, and business consultant of the Italian-Chinese Friendship Association. Rich experience in the industry has made Kaiton China District Director today. The big holiday that he gives himself two months each year is his way of "favoring" himself for many years in the workplace. Skiing, golf and windsurfing are his "partners" for his spare time.