A few days ago, a friend in Europe sent me an article about the evaluation of Kamakura by a Finnish clothing KOL (Key Opinion Leader). He knew that I paid a lot of attention to the Kamakura brand and asked me to take a look at what this Finnish KOL had written. Although the content is not long (to be explained in detail later), I was surprised by the attention paid to the details of the shirt. This KOL is truly the longest running and most famous KOL in the Finnish clothing industry, focusing on points that our technology and finance KOLs cannot compare to. Coincidentally, I remember at the beginning of this year when Kamakura opened a fast flash store in Shanghai, a domestic clothing review KOL named "Bean's Men's World" also conducted an experience review of Kamakura and wrote a long article titled "Is the 499 Kamakura shirt worth buying. This KOL's attention to clothing details also surprised me. It seems that judging the quality of a shirt is far more than just ordinary people trying it on and feeling it, whether the size is suitable, whether the color is liked, and whether the matching is convenient. Other clothing KOLs can infer the cost, production level, and the situation that will occur after wearing it through a small detail judgment, and can list more than ten indicators. It's really an expert who watches the door, while an outsider watches the excitement. In order to enable everyone to have a more professional judgment on clothing in the future (even if they don't buy clothes themselves, they can still use these standards to brag), today we will compare the evaluations of two KOLs from China and Europe with everyone. Especially for foreign and Western KOLs, they rarely pay attention to Chinese clothing brands. They have both astonishingly similar standards and different focuses, which may reflect the cultural differences between China, Japan, and Europe. The article by Finnish KOL 02 is titled "Perspective Kamakura Shirt" (English link on the webpage, click to see the original text). As Kamakura does not have any stores in Finland, this Finnish KOL purchased it through Kamakura's cross-border website and bought a Tokyo slim fit Ivy style button down collar shirt. The meaning of this paragraph is: Finnish KOL first mentioned three points about the production process. Firstly, the number of sewing needles is 22; Secondly, shell buttons; Thirdly, live chip leaders. Interestingly, Chinese KOL Douzi also mentioned these points and explained them in more detail: regarding the number of stitches, Douzi said that the high standard in the clothing industry is 25 stitches/3cm, which can be easily measured with a ruler: the two KOLs bought different styles of Kamakura clothes, so the number of stitches is different. But Kamakura's needle count is very stable, which also represents stricter quality control. What's even more interesting is that the bean blogger not only observed the needle count, but also the needle marks. The so-called stitch refers to biting the fabric and "eating it hard". It's a bit difficult to describe, but as soon as you look at the picture, you can tell: when we outsiders try on clothes, we only look at the overall effect, and few people pay attention to the number of stitches and stitch marks, which are the two most reflective aspects of the production process. They are both details! Finnish KOLs also mentioned the shell buttons used in Kamakura, while bean KOLs use the simplest method to tell you how to distinguish natural shell buttons from artificial plastic buttons. The third point is the live chip leader, which is a detail that reflects the level of craftsmanship but is difficult for outsiders to notice, because the collar and sleeves are the soul of the shirt, and how to keep them flat is a particularly important part of the shirt. Many brands, in order to be a good leader, add a layer of fabric inside. To prevent the fabric trapped inside from clumping up, it is usually glued on, but the glued core is prone to foaming. A higher level of craftsmanship is to make a live core, which is difficult, but after washing, it can still maintain the flatness of the collar and sleeves. The craftsmanship of Kamakura has impressed both domestic and foreign KOLs: such hidden technical essentials are completely unnoticed by outsiders when buying clothes. The value of the active core is very significant, and Finnish KOLs have also specifically mentioned that the wide collar and beautiful curves are all thanks to the active core. The chest circumference of size 38 is 56 centimeters that of a regular shirt, but I bet the front area is narrower than a regular shirt, which makes the back more spacious. This technique makes the chest position very close and neat, of course, under the premise of thin people wearing it. The upper circumference of the sleeve is only 40 centimeters, with 32 centimeters around the elbow and 22 centimeters around the wrist. The wearing experience of the cuffs is extraordinary. The distance from the sleeve button to the sleeve hole is only 20 centimeters. When I put it on, the cuffs fit very snugly. As for the collar, the height of the collar seat is 4.4 centimeters, and the widest part of the collar width is 8.6 centimeters. Enough to make the collar stiff and have a beautiful curve. This should also be attributed to the flexible core inside. The Finnish blogger also mentioned that the wrist of the Kamakura shirt is very close fitting, and the douzi KOL also said that body measurement experts know a key point: it is best to strictly follow the size of the shoulder width and cuffs, so that the person wearing the shirt will look neat without being squeezed. The chest, back, and abdomen can be loose, making it comfortable to wear. Two KOLs also mentioned some other details, such as the button door and stitching. Finnish KOLs say that Kamakura's buttonholes are clean, the stitching is precise, and it is sewn at a certain angle, which makes the space inside the shirt more appropriate. The clothes can change with the flexion and extension of the arms without being strangled. Two KOLs were also surprised by Kamakura's customized services: a Finnish blogger said that few brands have such a large number of styles, and beginners will definitely be confused. From a market perspective, the Bean KOL analyzed that this diverse customization combination is a necessity for the shirt category: as a necessary dress for work, the colors should not be too messy, but also strive for variation, which is why there are more than 700 styles. That's also why Kamakura is able to release two new products every week, and innovation in details is their strength. After discussing the similarities between the two KOLs' judgments on shirts, let's talk about the differences in their evaluations of shirts. Finnish KOLs pay more attention to Kamakura's brand history, product style, and pairing: this may be a characteristic of Europeans, who are particularly concerned about elements of history and style, representing their long-standing modern fashion aesthetic consciousness. Bean KOLs have a deep understanding of clothing details and a meticulous observation of the market. Let me give you a few more details: In terms of stitching: Regarding the collar issue: Regarding the market, Bean KOLs strongly agree with Kamakura's market positioning. Kamakura is designed for people in need, and if better fabrics are used, it can indeed be made softer and smoother. However, the problem is that these clothes are too delicate and not wrinkle resistant. To achieve wrinkle resistance, chemical free ironing cannot be done. Under various market demands, it is not easy to achieve balance. Of course, it is more important to make customers feel your efforts: the button material of shirts with 200 or more pieces of fabric is changed from Takase Bay to White Butterfly Bay, and these two types of shellfish buttons have obvious visual differences. The "fire color" of White Butterfly Bay buttons More abundant, more dazzling reflection, "looking more noble". Of course, the two KOLs also have objections to Kamakura, and the Bean KOL has some complaints about the website ordering process. Hey, many Chinese customers are not very satisfied with this aspect, after all, they are used to shopping on Taobao and JD.com. Looking at the official website of Kamakura, they feel uncomfortable. Kamakura's official website is a cross-border shopping mall for users in more than 120 countries around the world, similar to Amazon. When placing an order, they also need to provide their ID information, which cannot be done by direct mail from Japan. One move can have a ripple effect. In addition, the Bean KOL also mentioned that he highly recommends the 499 shirt, which is really worth it; But I don't recommend the high-end product of 899, he believes that the only difference between the two is the fabric, and the price difference of the fabric is not that big. This comparison is not very appropriate because 499 corresponds to products from European and American big brands worth one or two thousand yuan, while 899 corresponds to products from European and American big brands worth 3000 yuan or more. This is what cost-effectiveness is. We cannot compare Kamakura 899 with 499. The production process of 899 is still very different from 499, and the sales volume is different. The fabrics and factories that need to be processed are also different. However, no matter what, when it comes to cost-effectiveness, the two KOLs' opinions are very consistent: the Finnish blogger's evaluation is that this is the shirt he can find with very good cost-effectiveness: in fact, it is not only KOLs who think so, but also Kamakura has the same evaluation in the minds of American consumers: the five-star rating mentioned above is from users on the American version of Dianping Yelp, almost all of whom mention Kamakura's shirts are good, the fabric is good, the quality is good, and they are worth it. It seems that global consumers have a fairly consistent evaluation of Kamakura. For so many years, we haven't written many articles directly about products. When writing about Kamakura, we mostly analyze it from the perspective of business model and business spirit. This time, we borrowed two third-party KOLs to evaluate how to judge a shirt from a product perspective. After analyzing it, I have gained a lot of knowledge myself. If we compare Kamakura with luxury goods priced between 5000 and 10000, Kamakura's comfort level is definitely not as good as theirs, and its refinement is also not as good as theirs; But if compared to shirts of the same price, I believe consumers have a clear ruler in their hearts. Kamakura's core competitive advantage lies in its mismatched competition. However, this competitiveness also requires certain conditions to gain recognition. It requires high-end customers not to blindly pursue luxury brands, and to have sufficient product knowledge to see the excellence of Kamakura. It also requires mid-range customers to have more mature dressing and matching needs, no longer the casual dressing style. So, I now understand more and more the words of Mr. Ryo Sadamo, the founder of Kamakura, 'Perhaps Chinese customers will soon reach that stage'. Author: Mischievous E-commerce Link: https://xueqiu.com/5731454264/132071869 Source: Snowball Copyright belongs to the author. 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