| Originated in the 1860’s of England,men’s high-end made-to-measure has more than 150 years’ history.It is the combination of European traditional culture and modern fashion,widely recognized and respected in the world.China had gone through more than half a century of changes.However only in latest 20 years,the men’s high-end made-to-measure culture was truly accepted in China.Under this trend of rapid development,the foundation of Made-to-measure is not so stable which resulted in uneven technique and service level of men’s high-end made-to-measure brand.Nogara overseas made-to-measure system,using advanced foreign made-to-measure technology,production resources to provide domestic businessman with made-to-measure services.Based on the research of the Nogara brand overseas made-to-measure system,this paper expounds the research methods of establishing core technology system,domestic and overseas production system,characteristic service system,and marketing system during the process of introduction Japan’s high-end made-to-measure technical resources.The paper solved below three key problems during the process of establish the made-to-measure system:how to develop products suitable for the brand target customer,how to control domestic and overseas production process,as well as how to promote and establish marketing mode.The mature pattern technique,effective marketing model and advanced made-to-measure service system are the core competitiveness of NOGARA brand,which had laid the solid foundation for Chinese men’s high-end made-to-measure brand becoming the international leading brand and open a new chapter for its internationalization. |
