Design Makes Clothes Selling No Less Than Selling Technology Products.

A shirt can be sold for 80 yuan or 8000 yuan, which can be 100 times the difference.

Hundreds of times or even tens of thousands of times, such a wide gap exists in the clothing industry.

After the outbreak of the financial crisis, there were a few yuan or even 1 yuan "cheap" clothes on the streets of Guangzhou. In the shopping mall, some high-end brand clothes can still be sold for more than 10000 yuan.

It is true that different people wear different clothes.

Ah Hong recently turned off her more than 100 garment factory in Foshan. There was no one who knew the design in the factory. Sometimes, ah Hong copied some styles on the Internet to produce, but most of the time she made clothes for others and processed some simpler export orders.

In the past five or six years, the cost of a garment has not changed much, and the wages of workers have been climbing steadily. The monthly salary has approached from 2000 yuan to hundreds of yuan.

However, the rising cost of labor and raw materials is not a threat to some garment enterprises.

From manufacturing to design

Shenzhen winner Clothing Co., Ltd. (hereinafter referred to as the "winner") has more than 3200 employees. The monthly salary of workers is basically over 2000 yuan, and they also need to eat and lodge. Under the condition that many fabrics have risen more than 30% this year, they still maintain 42% sales growth and a good profit.

In order to digest the relatively high cost operation, the technology companies like HUAWEI, ZTE, TCL and other technology companies have left their roots in the city of Shenzhen. The winner Chen Lingmei, who has been climbing the garment industry for more than ten years, has stepped out of the shadow of the collapse of the garment processing plant at the beginning of the business, and has constantly worked hard to pform and upgrade and gradually achieve a "fish jump".

On the nine road of Che Kung Temple, Shenzhen, the winner has more than 9000 square meters of five modern business office buildings. The design department, the plate making room, the sweater R & D department, the fashion club and the brand new display shop all focus on the theme of brand design and development.

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In an interview with reporters, Chen Lingmei said that market segmentation is very important. She chose middle-aged women over 35 years old as their consumer group, and designed tailoring for the group's body shape. It is not the fashion design elements that are popular in the market. Then the winner's clothing design has its own unique method. The company has a model representative team, many of which are the winners of the customers. Each costume design comes out first, and then the representatives of these special models give advice on the design type, fabric comfort and cost performance.

When a batch of new design garments has already completed eight or nine of the process, customers from all over the country are invited to gather in Shenzhen to make comments. Once again, the new product launches will be held to make them close to the needs of consumers rather than purely with the designer's design concept.

Chen Lingmei said that the four brands of the winners, each brand launched more than 1000 models each year, each year will be about 10% of the sales volume into the design and research and development, and constantly leveraging the power of foreign design, has worked with France POLUX company for three years, the European design concept into its own brand design.

Hiring a famous European designer pays millions of dollars a year. At present, there are seven or eight designers from Italy, France and so on.

From a businessman's point of view, Chen Lingmei paid a high salary to the designer who had served the European luxury clothing brand. It was worth raising the design level. The added value of clothing was also rising. The price was no less than that of fashionable mobile phones and other electronic products. A garment was generally over 1000 yuan, and a set of clothes sold for about 5000 yuan, and some custom made gowns were even sold to tens of thousands of yuan.

With the annual sales of the domestic market reaching 1 billion yuan, Chen Lingmei is preparing to open the store to Italy.

Rebirth of traditional garment industry

There is no lack of such design oriented enterprises in Shenzhen.

At present, the application of new materials and the change of people's life concept make the underwear market consumption more scientific, fashionable and personalized.

According to the market segmentation of consumption demand, Ann Li Fang has extended the product line with five brands, from the high-end luxury goods group to the young fashion consumer group.

At a high cost, a batch of

And in Fujian

Wang Liangxing, President of Li Lang (China) Limited, said that decades of experience had taught him that the most effective way to increase gross margin was brand originality.