Buyers Of Clothing Brands Look Forward To Being Positive: Interpreting The Survival Status Quo

What is a brand buyer? In Europe, a buyer is a mature profession. In the FashionBuying, known as the buyer's Bible, the buyer is defined as the role of the fashion chain: to serve a specific target customer group, to balance the price of products, and to predict the trend of fashion.

This is the core of self brand buyers.

The first way to start a buyer's business is Zara, which has become one of the successful cases of brand buyer's operation system.

Over the past two years, the domestic buyer has also started the buying system quickly, such as the seven wolves, the mus, the bond and so on.

A buyer is not a brand planner, a brand designer, a sales manager or a brand CEO. He has his market rules, which can combine the advantages of designers and sales managers to create maximum value for enterprises.

He can't take over any role, but he can't be replaced by any role.

What is the value of a buyer? Should every company start a buying system? What is the current situation of domestic buyers? How can we be a qualified buyer? This topic will be interpreted by you one by one.

One day in June, Miss Huang, a veteran brand buyer in Shanghai, went out of the house. When she arrived at the company, she began to discuss sales data with her colleagues last week.

The buyer assistant will prepare the samples, and the logistics personnel will summarize the sales and inventory data. Then we will discuss together and formulate a plan for catching up with the best sellers, as well as a promotion or discount plan for slow-moving sales.

Later, Miss Huang will go to her own brand store, quietly observe the customers coming and going, and see which styles and colors of clothing they choose and try on, and record them one by one; sometimes she will act as a shopping guide to make a live version of the research.

After work, Miss Huang will pick a prosperous area like Nanjing Road, and start a family to shop in all kinds of clothing stores.

She enters the shop first to browse the style, then check whether it is the latest popular fabric, and then write down the retail price of this satisfactory garment.

This is the epitome of the day's work of clothing brand buyers.

Who is the buyer?

Zara is a typical representative of buyer's mode.

Zara is designed by designers, market experts and purchasing experts. Designers and fashion hunters collect fashion information. Then designers analyze, sort and categorize them based on these information, hand sketches the design sketches, and then discuss the sketches with designers and market experts and purchasing experts, so that all products can remain "Zara style" in general.

Well, China's current

Brand buyers are divided into two types according to the brand operation mode: supply type and direct type.

Supply brands rely mainly on agents to develop regional markets, brand enterprises or factories, or order processing.

Most brands in China rely on this form to develop.

Buyers need to coordinate the work carried out by various departments within the enterprise, including sales, marketing and logistics, while coordinating the processing and production of garments for processing factories or traders on the outside.

In the direct brand, brand buyers must have the function of supplying brand, another important task is to coordinate sales department to monitor sales data and make quick response to maximize sales and minimize inventory.

Retail buyers do not organize production, do not own brand names for selling goods, and independently sell commodities of many brand suppliers.

Business super buyers usually buy ready-made brands, become franchisers, or buy brands for the company's own brand. In fact, they are also another brand buyers.

At present, many supermarkets and department stores have set up a clothing department. Buyers, like self serving Brand Company, act as multiple functions of purchasing, product design, commodity planning, organizing production merchandising and coordinating retail sales.

How do buyers use it?

In a recent lecture on "fashion buyer and product marketing management", JamesClark, a senior buyer professor at University of the Arts in London, said in an interview that in China, the buyer is a newly introduced occupation. Although the division of labor is not very clear, Chinese enterprises have strong desire to introduce the buyer in a formal way.

China's apparel retailing industry needs such posts as product decision-making, brand setting and brand maintenance, and buyers play a role in these functions.

For China, the buyer is a very fashionable occupation, but at present, Chinese clothing buyer is a person with several jobs, but also needs to do more detailed division of labor for the buyer's market activities.

In some UK

The job of a buyer is not simple. It is necessary to understand the attributes and knowledge of goods from the perspective of fashion and fashion, and know which styles of goods are sold and how much they sell.

In JamesClark's view, "when we understand the function of the buyer, we can understand that in the process of producing the big country to the brand power, the brand's operation capability is the key factor, and the buyer's system is one of the successful modes of brand operation."

Go out of the wrong way: 3 buyers

Although brand buyers have developed very well abroad, they are still in the bud in the domestic market.

Moreover, the understanding of brand buyers in many domestic brands and the industry needs to be clarified.

First, brand buyers.

Although buyers and purchasers have the function of purchasing, procurement is often only at the executive level, but buyers have the functions of management and operation.

Moreover, the purchase of domestic garment enterprises is mostly for the purchase of raw and auxiliary materials, and buyers are more targeted at ready-made garments, and they must purchase on the basis of market demand and commodity planning.

Secondly, brand buyers, product managers.

In clothing enterprises, buyers and product managers are similar.

But product managers are mostly set up in production enterprises, whose main function is to supervise and execute product production schedule and material organization, while buyers are the functional departments set up by brand operation enterprises and virtual operation enterprises, which manage the finished product stage and play a supervisory role only in the production process.

Third,

At present, most domestic brand enterprises have not set up a special buyer position.

Although many brands carry out some functions of buyers through similar departments such as commodity department, product department or sales department, the enterprises that set up buyers department are extremely rare.

As for the origin of this phenomenon, a senior buyer believes that first, because many powerful leading brands are production oriented enterprises, most of them start from processing to brand management. Secondly, brand buyers are still a new industry for Chinese brand enterprises. Many enterprises are still in a state of knowledge about buyers, and they do not really understand their value.

Again, this is also related to the domestic textile and garment professional institutions have not yet opened such a professional, the status quo makes the brand enterprises have no way to recruit talents.

Zhu Wenxin, a famous clothing marketing expert, believes that with the rise of the mode of direct business and Trusteeship of brand enterprises, the "Marginalization" of agents has emerged. Brand enterprises pay more attention to the planning ability of commodities, and the trend of establishing "commercial retail brands" by retail channel enterprises is beginning to appear.

With their massive rise, the brand buyer model will surely become popular.