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The "Senior Buyer" In The Buyer'S Fashion Chain.

2010/8/18 14:44:00 74

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Buyers should take the lead.

Fashion trend

The flag is still at the mercy of the market, which has returned to the ultimate question: who defines fashion?

As a member of "fashion elite", buyers can provide an alternative fashion, but they dare not despise the market. They are only the pitional members of the industry chain, both perceptual and rational.

At present, several garment universities in China, such as Beijing Institute Of Fashion Technology, Tsinghua University and Academy of Fine Arts, have not yet established a "buyer" profession.

A unique professional fashion training institution, "Zhong He fashion", opened a fashion buyer course in 2005.

The two lecturers, Michelle and Judie, were all left abroad. The former was a full-time buyer in a company, and the latter was a lecturer in the Fashion Institute.

Michelle focuses on the buyer's process and marketing strategy, and Judie focuses on teaching fashion trends.

They happen to be rational and emotional.

Michelle

The working process of brand buyers can be summarized as follows:

1, communicate with designers according to the cultural characteristics and trends of target consumers.

After the design samples are out, buyers need to find suppliers from the sample to the whole world.

2, buyers and designers, suppliers, together with the details of the purchase of goods, such as style, color, and so on, with the overall design of this season.

At the same time, we must pay attention to the price and quantity of shopping.

3, communicate with sales staff to understand the sales volume of various styles in the same period last year.

4, the design, accessories or accessories of the purchase should be redesigned by the designer.

5, communicate with Chen Li, decide the date of the shop, the popular ideas to be pmitted, and the color coordination in window display.

6, prepare for the press conference.

7, when the sales season comes, summarize which styles are good to sell, which styles are not good to sell, and always clear the goods and replenish the goods.

At the same time, analyze the sales situation of the same industry shops.

Buyers usually work half a year ahead of schedule, for example, in 2006, autumn and winter preparations have been completed in spring and summer.

Buyer

Excellent coordination and communication skills are essential.

For example, considering the price, the Vitoria wind is popular this year, but handmade lace is too expensive. The selection of woven lace is more conducive to commercialization.

Different shops and distribution are also fastidious, such as the adjacent Parkson and Xidan, the former consumer groups are mostly white collar workers, the latter are mostly young people, and the shop atmosphere has different emphasis.

The volume of distribution is generally divided into the most fashionable and conservative ones. In Europe, their proportion is about half and half. There are more conservative funds in China, and the style of GUC-CI like LOGO is very attractive to the Chinese who have just consumed big cards, so there are more quantities, but this does not need so much in Europe.

Buyer's consumption is not personal behavior, but for the purchase of target customers, can not be doped with personal feelings, so there is no "shopping pleasure."

Judie: for example, the buyer's job is not makeup, but makeup.

Buyers can give goods second times by selecting, matching, and later work.

For example, Italy's "VOUGE" editor in chief sister CORSOCOMO, a street gate, only half of the bamboo forest entrance, the atmosphere is light.

The DIOR, which was chosen by the two sisters, was put into the store. The original publicity and aggressive design can also be integrated with the store and bring Zen meaning.

Buyers must have a keen fashion prediction ability.

For example, this year's popular sailor wind actually appeared in August last year, but it did not become popular last summer.

So this year there was a big explosion.

Buyers can predict and judge this trend.

The buyer of Zara did better, first of all, it owned its own processing plant, greatly reducing the production cycle of fashion. In Europe, Zara sold the sales situation to headquarters every day and adjusted it in time.

Zara tends to be more than half a year ahead of the general market, and when the trend starts, Zara stores are full of popular money.

Show can reflect the popularity of the season, but can not be fully reflected in the shop.

The general show is divided into fashionpiece and salepiece. The first half of the show is designed to popularize the brand idea and embody the popularity. The latter half will popularize the market.

If DOLCE&GABBANA launched the Perspective Series this year, the proportion in shops is so low that it is impossible for everyone to walk around in the streets wearing pajamas.

But after the introduction of this point, the commercialization of the last group shows that only a small amount of perspective elements are used, and the elastic fabric is easy to wear.

This is the style we will see in the shop.

The other fashion shows are not even seen in European stores because they need customization.

There are only 3000 customers in the global consumption of high-end customized fashion. It can not be said that we can not see the DIOR Bastille Series in China, and that the buyers of China are not very good at it.

The buyer grasped the fashion trend, just like a person not only knows how to go from Dongdan to Da Shan, but also has a map outline in his mind.

In fact, many fashion editors, designers and so on are doing similar work in the private sector. For example, from the zoo's 20 panned clothes, they sell 200 pieces to a small store in Houhai.

Many people feel dizzy when they enter a zoo. 60% of what they may buy is a failure. The buyer is to help you remove these 60% and then make a choice.