Chanel And Dior's Advanced Customization Market Is Booming.

HauteCouture advanced customization is the oldest type of modern fashion and luxury industry. In January and July each year, designers brought their new works to Paris for the selection of the most fashionable and wealthy customers in the world. The top brands are highly customized, with a suit of about $50 thousand and a dress up to 100 thousand dollars.

But it's not just the costumes associated with "expensive" or "customization" that can be called "advanced customization".

In France, Haute Couture is protected by law, and is only qualified by the LaChambre Syndicaledela Couture. According to the scale of Moyenne Couture (medium customization), Petite Couture (small customization), and advanced clothing brand launched the luxurious Semi Couture (semi custom Series), are not advanced customization.

In 1945, the high fashion Union had 1100 members. In the same year, the French High Fashion Association developed multiple criteria to regulate the threshold of high definition brands, and met the requirements before applying for the inspection of the guild.

Despite the decline of luxury goods, advanced customization has developed very well. For the advanced customization industry, the strong US dollar, the weak euro and the decline of China's luxury consumer market have no effect on it.

"I'm not kidding. We have done a good job and our sales have increased by two digits. " BrunoPavlovsky, President of Chanel, said, "for 2015, the development momentum of Chanel is good, and it is probably the best year for us to develop."

This is not Chanel's wishful thinking. ChristianDior CEO Echoes Sidney Toledano also said: "this season's advanced customization is selling well, and we are optimistic."

In 1946, the real advanced customization brand was standardized to 106. By 2012, there were 12 official members, 6 overseas members, 7 invited guests, 5 jewellery and 3 accessories.

At present, the official members of the French high fashion association include AdelineAndr, Chanel, Christian Dior, Christophe Josse, Franck Sorbier, Giambattista Valli, Givenchy, Valli, and so on.

Changes in exchange rates have an impact on the luxury sector. Prior to this, Chanel adjusted the price difference between the Chinese market and the European market. But for the advanced customization industry, even if the euro is weaker, they will be safe.

"This customer group often travels around the world, and they are used to exchange rate changes." BrunoPavlovsky said, "no senior custom-made customer has stopped patronizing us because of exchange rate fluctuations."

"Advanced customization has nothing to do with the global economic crisis," EchoesSidneyToledano said. "This market is not sensitive to price, and these customers also value quality. They pursue unique and innovative designs and products."

Giorgio Armani said his latest advanced sales increased by 30%, exceeding his initial expectations.

Speaking of the Russian market as a result of institutional and crisis and political isolation, GiorgioArmani said, "despite this, our products sell well." On the contrary, he has always attached great importance to the American market. He thinks American customers are "the most authentic."

"Far East and Middle East markets have always had our most loyal customers." GiorgioArmani said, "we are also continuing to focus on emerging markets, Venezuela, Mexico and Brazil."

Last year, JeanPaulGaultier stopped production of garments and focused on high-end fashion. Last quarter's sales increased by 20%. "Our products are expected to sell better. The winter series should sell better. " This summer, Gaultier also plans to make a custom tailored show in Dominica's Republic of Montenegro. In October, a senior custom show will also be held in the Caribbean. It will also be the biggest fashion feast in the Caribbean.

Gaultier's evaluation of China's senior fixed customers is "very open-minded." Gaultier SophieWaintraub, general manager, said: "we have added new customers, and some old customers who have disappeared in the past few seasons have returned."

　　 EchoesSidneyToledano The recent red carpet season, such as the Cannes Film Festival and fashion show, has led to the sale of Dior's advanced customization.

Recently, Dior opened a boutique in Seoul, Korea, and showed its debut from the 1947 design to RafSimons. "The best way to display the essence of a brand is through advanced customization. You can see the femininity, emotion and value of Dior in these works." EchoesSidneyToledano said, "we must be in Korea. Potential customers "

Chanel aimed at high net value customers targeting Dubai and London, customers who like jewelry, and so on, adding Dubai and London to advanced custom consumption areas.

"We are talking more than 100 customers. The number is too small, but for the high definition industry, the profits from 100 customers can be considerable. EchoesSidneyToledano said.

GianGiacomoFerraris, executive director of Versace, said sales increased by 50% in 2015 compared with sales in 2014, accounting for 1% of the company's total revenue. Last year, Versace's total revenue was 550 million euros. Versace's customers are mainly from the US market, and more than half of them come from the North American market. By contrast, the Russian market is "disappointing", but sales in the European and Middle East markets make up for the Russian market's disappointments.

Although BouchraJarrar is only a small player in Paris's advanced custom market, its advanced customization customers are less than 10 people, but sales of BouchraJarrar increased by 30% last quarter. BouchraJarrar believes that there are some younger customers in the Middle East's advanced custom market, which surpass the customers in the US and Europe.