Market Analysis Of Clothing Stores

For clothing franchisees, a brilliant buyer is very important. Buyers are the "soul of the market". They know the consumers best and know what they really need, instead of waiting for the manufacturers to come to the door. "The pition from the clothing franchisee to the buyer will be an important trend in the future. There are two fears in clothing business: one is afraid of inventory, and the other two are afraid that hot clothes can not be replenish in time, so that the money they earn will not be made."

Under such a situation, the demand for buyers by clothing franchisees is even more urgent.

"Many affiliate orders are based on their own experience. The original method of" placing orders according to feelings "exists in large numbers.

The impact of this approach is very bad. It not only causes a lot of similarities in clothing styles, but also exacerbates market competition and is not conducive to brand growth. "

Buyer: an expert in clothing industry.

"A professional buyer must be an expert in the clothing industry. Undoubtedly, he has a deep understanding and grasp of the sales of certain garments."

Experts point out.

The English name of the buyer is "Buyer", whose purpose is to satisfy the different needs of different consumers.

Buyers often travel around the world, highly sensitive to all kinds of clothing information, and grasp a large number of relevant information and orders, constantly dealing with various suppliers, and ultimately organize the supply of goods to consumers.

Some people describe the lifestyle of the clothing buyer: "in the morning, in Shanghai, in the afternoon in Hongkong, in the fashion party in Hongkong; they wear Italy fashions, wear Swiss watches, drink Lanshan coffee, eat Chinese dishes; they have to participate in commodity fairs every day, and also pick up goods and capture fashion information in Tokyo Ginza commercial street, Paris Champs Elysees, Hongkong women street."

Buyers must have a highly accurate prediction of the clothes, brands and market expectations they want to buy. "Very clear when and how and when to buy clothes, and at what time and at what price will they sell the clothes."

Wang Shiru, the father of the world's buyer and the founder and practitioner of the theory of domestic clothing brand buyers, believes that

He believes that "domestic clothing enterprises are now only familiar with the new occupation of buyers, but the specific functions of buyers are not very clear.

Many big brands distribute their own buyers in the design department or the merchandising department.

This only allows buyers to complete a single job, and do not play the job function of the buyer, nor is it conducive to the restructuring of the buyer's mode.

In fact, the buyer should be placed in the sole buyer department set up by the enterprise. This department should integrate all kinds of information that the enterprise manages. Only in this way, can the buyer's work function be brought into full play.

Franchisee: many erroneous orders

When there is no professional buyer, there are many problems when the franchisee comes in.

Some clothing franchisees believe that the higher the cost, the lower the profit.

Is that really true?

But in the eyes of a senior buyer, the cost of getting goods is directly proportional to the popularity and value of clothing brands.

The higher the cost of clothing, the better it can be seen, whether it is workmanship, fabric, version, color, accessories, "hard", and imitation is difficult to match.

"This difficulty will bring a good advantage to the later competition and maintain a more competitive market position."

"Many clothing franchisees are still old thinking that the more goods they order, the greater their profits.

As you may know, you have a lot of goods, indicating that this product is very good to sell.

Other competitors are not fools, they will rush to make some similar styles to grab the market.

Insiders pointed out.

"Franchisees also have a major misunderstanding about inventory.

In fact, the stock refers to the goods in the warehouse, and it has already been generated when you order.

The more you order, the more inventory you will have.

Experts say many franchisees often think that only after a quarter of the sales work is finished, the rest of the clothes are called stocks, which is actually a misunderstanding.

"Franchisees must be very clear when ordering: how many basic funds, how many images, and how much they want to sell.

Some clothes may not be sold for a year, but you must have it in your window, because it is your image. "

The industry said, "for example, a franchisee, although the flow of people in front of the weaving, but the customer's entry rate is not high.

Later, it was found that the models in shop windows were all black and gray, and at most added a brown color.

Later, under the advice of professionals, the shopkeeper changed into a white suit and black tie, and adjusted the background accordingly.

The result is amazing, many customers enter the shop to buy, but the deal is black or gray suit, white suit has played an important role in attracting eyeballs and enhancing the distance from customers.

All these require professional buyers to give full play to their functions. "

Buyer order system: future trend

Scientific ordering and stocking must be carefully analyzed.

It's like asking people to eat. The first thing you need to do is to know what guests like to eat.

Then you have to figure out how much they want to eat.

Scientific ordering also takes into account the specific location of the exclusive store. The local cultural and social environment, consumption habits, wearing preferences and popular trends are different, and ordering strategies are also different.

Franchisees have to make scientific and reasonable orders according to their own shop area, product development ideas, location, seasons, stages and interior design of the store.

However, unlike the order system, the "fixed" cargo system will be a trend and trend in the future.

"Order system" means that some franchisees buy out certain styles of goods in order to seek the dominant discourse power of the product.

Experts say, "nowadays, more and more strong and famous brands are promoting and implementing the order system, because these brands that develop to a certain stage need a number of stronger franchisees and brands to develop together."

However, for an ordinary franchisee, it is not easy to adapt to the trend of the order system and take the road of buyout.

As long as a senior buyer has the ability to identify such goods.

To be a wise buyer, he must have a deep understanding of fashion information and fashion trends, and understand the relevant norms of the clothing industry.

"When it's time to sell", buy the right clothes at a lower price at the right time and then increase the price to make a profit.

Transition: scientization of purchase and sale

There is another important pitional stage in the process of changing garment franchisees to professional apparel Buyers.

That is the scientific management of the purchase and sale management of its own franchised stores, so as to cultivate sensitivity to all kinds of clothing information and prepare for the pition to buyers.

Terminal goods management is the basic meaning of franchisee's operation.

A good clothing franchisee must have a deep understanding of the clothing listing, clothing inventory management and ordering system, and has formed a set of mature operation mode.

"Franchisees should carefully analyze the new product development situation of the headquarters in the next quarter, and estimate the varieties, styles and quantities that will be needed next, so as to make the order scientific.

Good order management has many advantages.

It can help franchisees to maximize sales in the season and minimize inventory. "

Experts believe.

"Ordering is a major purchase channel for a garment franchisee.

However, the market is always changing and the plan is not going to change. Then you need replenishment.

The main principle of replenishment is: as few as possible.

Many clothing brands will divide franchisees into orders, replenishment and replacement, and implement different discount systems respectively. The increase of replenishment times will undoubtedly increase the cost of store purchase. "

"Some lines and ironing do not do the best clothes, should be handled in advance, have to shut down, if there are obvious quality problems of clothing, they can not be taken to the shelves."

Experts point out that "the reputation of a shop is very important to itself, especially in holidays or when people flow more. It is necessary to control the quality of commodities, solve them and solve them."

Frequent sales analysis is an important task for apparel franchisees.

The purpose of sales statistics is to sort out those best sellers for replenishment in a timely manner, such as replenishment is not possible, and similar products can be found.

At the same time, we should sort out the unsalable goods and exchange them for sale or promotion.

How do we aggregate them?

Generally speaking, such items as colors, styles, fabrics, varieties and so on are statistical items.