Postmodern Management Mode Of Chinese Clothing

Such as CHANEL, ARMANI, Pierre Cardin, Versace and so on.

Another category is the brand of "buying hands", that is, to launch its own style with the trend of fashion and market demand, such as ZARA, H&M, GAP, MANGO and women's wear brand ONLY and agher, which have been popular in the domestic market in recent years.

The word "buyer" comes from the English "Fashion Buyer", that is, fashion buyer.

The buyer is a bridge between Brand Company and suppliers, and sometimes becomes a master of "imitation money", but it is quite different from traditional plagiarism.

In the face of the buyer's "new" model in China, many domestic clothing brands are trying to be stupid.

So, is our enterprise suitable for the buyer system?

If we implement this model, what are the requirements and what points should we pay attention to?

Successful cases of foreign buyer brand

When it comes to buying brand clothing, people first think of ZARA.

We can now reach the top Zero clothing brand in Shanghai, Beijing and Hangzhou.

At present, there are 6 ZARA shops in China, and the area is about 1500-2000 square meters. Correspondingly, with such a large area, we can hardly see too many shopping guides.

When customers walk in, they try their own clothes, and then they line up and check out. There are hardly two kinds of shopping with supermarkets.

Another aspect of the envy of domestic clothing brands and retailers is that we can hardly see ZARA discount all year round. It seems that ZARA does not have the concept of stock.

In Europe, ZARA has become the "thorn in the top brand" of the top brands, because their new products have just been designed and will soon have a very similar style in ZARA shops.

This is the buyer's business model of ZARA brand.

There are many scholars, institutions, media and enterprises studying ZARA in China, and articles and reports about ZARA are everywhere.

We often hear some entrepreneurs say, "we become China's ESPRIT", "I want to build China's ONLY", "I want"...

So many people and institutions in China study ZARA and produce second ZARA in China?

What is more important is that we should know its shape and know its God.

Then we compare the essence of others with our development status and conditions, and see if it is practical.

Is Chinese brand suitable for buying hands at this stage?

In October 17, 2007, Hongkong, the famous brand of the buyer, came to Beijing for the first time.

Unlike other department stores, lac Crawford uses professional buyers to purchase various products from all over the world, and does not display and layout according to the product style and product positioning in the store.

In recent one or two years, the local clothing brands also talk about buyers, so is the Chinese brand at this stage suitable for the operation of the buyer's system?

Is it a buyer?

Copying money has always been a "strong point" for Chinese fashion designers.

We often hear such terms as "Guang Pai", "Shanghai style", "Hangzhou school", "Han school" and "Min faction". These nouns represent a regional clothing culture, and more or less represent a large style positioning.

It is a very good thing for a region to form an industrial cluster. However, if the product positioning is too similar, it will have a side effect.

Compared with the men's clothing brand in Fujian, it has formed an industrial cluster, but each brand has its own positioning. This is a very good phenomenon. Hangzhou's women's clothing has also formed an industrial cluster, but there is not much difference in positioning, resulting in people's views on Hangzhou women's dress.

In the era of pure wholesale in the Chinese clothing market, because only one quarter of a season needs to "bump into" a few explosions, it will make a very good sales performance, so those styles that react particularly well in the market will become the object of other manufacturers competing to plagiarize.

The formation of Chinese designer's habit of copying money has a great relationship with this past business mode.

With the arrival of the brand operation mode, we find that selling good brands in other brands will not necessarily sell well in their own brands.

This is due to the integration of the style into its entire product, and the overall display and matching effects are not necessarily appropriate.

Therefore, compared with the "key protection" of clothing styles listed in previous years, people are more "generous" now.

The buying system is a market-oriented operation mode, while copying money is just copying other brands with better sales styles, so the copying and buying of Chinese brands at this stage are not the same thing.

Are you fashionable if you have a buyer?

In September 2006, the fashionable women's clothing brand FRIST VIEW was launched, which is the third women's clothing brand of Zhejiang autumn Shui Yi dress Co., Ltd. after the famous brand "autumn Shui Yi" and "COCOON".

In particular, the company hired a designer who had studied and worked in Europe to take charge of the chief designer, and began to plan a buyer's mode of operation.

However, when the company recruited several "buyers" and operated for half a year, the buying system was gradually aborted.

Then, what causes the enterprises with great strength and rich experience and chief designer to operate the buying system?

First of all, China lacks professional buyers.

The buyers of FRIST VIEW mainly come from designers, and some of them are from clothing salesmen.

However, it is precisely because the buyers' professional ability is not strong enough, resulting in the quality of procurement.

So far, apart from some training institutions offering short-term training courses for buyers, China has yet to set up buyers' specialties in Colleges and universities.

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