The New Venture Survival: Garment Customization Enterprises-Taking SAINT ANGELO Inc. as an Example

With the development of the Internet and technology, there are many problems in the traditional clothing enterprises that are facing a crisis of survival. Therefore, the defects of the traditional garment companies are proposed at first. Then, how the SAINT ANGELO fashion brand successfully survived and brought more enterprises the probability of success is studied. To do this study, literature research method and case analysis are adopted in this research. According to the results of this research, the traditional clothing companies cannot survive due to the lack of clear value proposition, channel integration and advanced technology. Besides, the success of SAINT ANGELO Inc. shows that the accurate value proposition helps it produce right products conforming customers’ value concept. In addition, the high brand awareness helps it obtain the industrial chain resources. Moreover, the switch from online to offline gives full play to the advantages of the Internet and breaks the traditional service system. Furthermore, the intelligent factories are useful to increase production efficiency and sales volume, and the big data cloud center is used to obtain unavailable customer information and feedback.