Fashion Buyer's Right To Fashion Clothing Trend

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There is a role that can not be ignored.

They are not the stars, but they are the five largest in the world.

The audience in the first row of the top show; they are not brand CEO, but they are the real decision makers; they are not.

The sales manager can determine the status of the designer.

They are

A buyer can't take over any role, but it can't be replaced by any role.

"Buyers", as the name suggests, is someone who helps others to go shopping.

When I first heard the word "buyer", many people would think that a buyer is the purchase of an enterprise, similar to a designer. Fashionable, bright and relaxed is the public's understanding of the buyer's profession.

While in

Buyers are considered to be

The bridge between consumers is also affecting.

The leader of the tide.

They have a keen sense of smell and three tongued tongue. They often travel around the world and are always concerned about all kinds of information. They hold large orders in their hands and keep bargaining with suppliers. What customers can buy is often determined by them.

The 2~3 and 9~10 months of the year are the busiest month for buyers all over the world. "If I am not at home, then I will be in Paris or Milan; if I am not there, then I will be on my way there.

Sometimes I wake up in the middle of the night, but I forget which country I sleep in. "

This is a description of the life of a high-end fashion buyer.

In those short months, they will not only attend the five most fashionable fashion weeks in New York, London, Milan, Paris and Berlin, but also fashion week in Japan, Hongkong, Copenhagen and Rio De Janeiro.

In order to buy goods conforming to the connotation of their own brands, buyers will attend more than 300 fashion shows in a month.

Life like "scout" error loss 4 million

Since the beginning of the last century, the word "buyer" has been linked to the meaning of "fashion", "uniqueness" and "personalization".

And the most important function behind this career is the Zara, the world's top clothing retailer.

In Europe, Zara is the "top thorn" of top brands. Often new products of top brands have just been designed, and fashion chasing people will find similar styles in Zara shops.

Because Zara is designed to integrate designers, market experts and purchasing experts into three functions. First, designers and fashion Hunters (buyers) collect fashion information, and then designers analyze and sort them according to these information, hand sketching design sketches. Then, designers and market experts, purchasing experts constitute a business team to discuss the draft together, so that all products can remain "Zara style" in general.

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

Like Zara global buyers (Fashion hunters), Lisa is the first group of buyers in the country. She flew to the brand headquarters 4 times a year - ordering, responsibilities are not as easy as public imagination, and the tight schedule from the agenda can be seen.

"We usually spend 2~3 days at the brand headquarters, one of which is spent studying the hundreds of product catalogues that are ready for the season, or looking directly at the sample garments, and watching the live show the other day."

According to Lisa, buyers should choose not only what to buy and how much to buy in the short 2~3 days, but also to specific colors and sizes. At the same time, they will pmit a large number of photos to mainland companies for communication. Based on the data of the reports, and according to their own experience, we should make comprehensive orders.

After coming back from headquarters, Lisa will discuss sales data with colleagues at the earliest possible time.

The buyer assistant will prepare the sample clothes, and the logistics personnel will summarize the sales and inventory data. Then we will discuss the sales tracking plan for the best seller and the promotion plan for the slow sales.

"In fact, a buyer is professional or not, the key is to see how she finds out the fashion elements that are popular with consumers from the dazzling source of goods."

Lisa said that buyers are very sensitive to goods and market reactions. Another important work of buyers is "discovery".

In addition to their own brand stores, quietly observe the comings and goings of customers, to see which styles and colors of clothing they are choosing and trying on. Buyers have to pick up a busy area after work (such as Nanjing road in Shanghai), and shop in a variety of clothing stores.

They go to each store first to browse the style, then check whether they are the latest fashion fabrics, and then write down the retail price of this satisfactory garment.

Now many domestic scholars, organizations, media and enterprises are studying Zara. We often hear some entrepreneurs say, "we want to become China's ESPRIT", "I want to build China's ONLY", "I want...".

"But it's very difficult for China to produce second Zara."

"The biggest vacancy in Chinese fashion circles is that they do not have professional buyers," Lisa told reporters.

According to the reporter, a few companies to recruit buyers information released, very few candidates.

According to industry sources, there was a domestic buyer who lost about 4000000 yuan to a company because of lack of financial knowledge.

Buyers, who plagiarize the best, enter hundreds of thousands of years.

What kind of buyers are suitable for the Chinese market? Many people in the industry believe that at this stage, the positioning of buyers should not be defined by a very high standard. In fact, in retail stores, shopping guide is the buyer in the primary sense.

Lisa recently picked up a brand of clothing in Xidan, Beijing, while the shopping guide just sold her another dress that was not suitable for her.

Lisa said that excellent international professional buyers usually start from the guide and store manager of retail stores. They are directly connected with consumers, familiar with the retail market, and understand the needs of consumers.

In a sense, shopping guide has the primary conditions for becoming a professional buyer.

Therefore, if we want to establish a real buying mobile phone system, we should start with the simplest and most elementary training.

"Clothes bought by buyers are not for me, they are for sale to consumers.

The quality of fabrics, accessories, the characteristics of yarn, the trend of discrimination, control these basic knowledge should be engaged in the garment industry for at least 3 years.

Lisa said.

Obviously, buyers can not be cultivated in two days.

In foreign countries, not buying assistant for several years can not become a professional buyer.

According to the statistics of a fashion design institute in the United States, buyers who do not have systematic training should initially meet the basic requirements of buyers. It will take at least 5 years.

In Lisa's view, there are two kinds of talents that are suitable for the pformation of buyers: designers with artistic skills and salesmen who have sharp analysis of sales data.

Compared to Lisa's big team work, Chen Wei is a private buyer.

It specializes in purchasing clothing and accessories for women who don't have time to shop or dress themselves.

"Just tell the brand, you can buy it for you.

Whether it's Italy's leather shoes or Japanese fashion. "

Chen Wei said he used to be a dancer, an image designer, and even did an image packaging for artists. He was also a shopping master. He was familiar with the major fashion brands at home and abroad.

A private buyer must have the same skill, that is, a deep insight into all kinds of women, which can accurately and quickly determine what kind of clothing their customers are suitable for and like, which is the essential quality of a private buyer.

Private buyers have different income levels and need to consult with guests.

Chen Wei spent 3000 yuan on a domestic purchase, which is a common standard.

As far as he knows, some top fashion buyers can earn up to tens of thousands to hundreds of thousands of yuan a year.

"In fact, the buyer mode is facing the localization problem in the actual commercial behavior. An objective factor is that the development strength of some domestic garment enterprises is relatively weak, and it is easy to publish copies."

Industry insiders said.

Copying money has always been the "strength" of China's fashion industry.

When China's fashion market is still in the wholesale era, it only needs to "hit" several explosions in a quarter to make a very good sales performance, so those that are particularly responsive in the market will become the object of other manufacturers competing to plagiarize.

Recently, sales of popular fans are also alleged to be plagiarism.

"The product design of van guest adopts the combination of its own designer and outsourcing studio."

Fan company insiders revealed that the current product design is mainly based on the combination of its own design team and the buyer system.

Last year, the official entry into the jeans market was an attempt at the "buyer mode". The first 8 jeans were sought after by consumers.

Van guest trained more than 10 buyers. They went to Europe and America to take part in fashion festivals and shopping malls to find the most popular fashion elements.

The designer team processed the innovation according to the information provided by the buyers, and the fashionable jeans were born.

Buying shops are the key to sweeping the retail industry.

With the arrival of the era of personalized consumption of Chinese people, less money and fast fashion will become the methodology of more and more enterprises. Buyers' mode is slowly sweeping the retail industry.

The reporter clearly remembers that in September 2006, the fashion ladies' brand FRISTVIEW was launched, which is the third women's clothing brand of Zhejiang autumn Shui Yi Fashion Co., Ltd. following the brand "autumn water" and "COCOON".

The company paid a lot of money to hire designers 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.

Similarly, a few years ago, the buyer shop, even though he had entered Hangzhou, had to withdraw. "At that time, the market environment was very immature, and it was difficult to make achievements."

Wang Hao, manager of Hangzhou Tower boutique women's clothing store, said.

But at the moment, people in Hangzhou not only have strong spending power, but more importantly, they have their own judgement on beauty. "This is the consumptive soil of a successful buyer's shop."

Lisa said.

It is understood that in Hangzhou Tower SHINE and other buyer shops, clothing unit price of about 3000 yuan.

The price of SAMMY products is generally 1000 yuan, the most expensive is 30 thousand yuan.

Buyers are not particularly sensitive to prices. They care more about clothing styles.

Wang Hao said, many designers like Lekawa Kuborei and other designers will chase after them.

The main consumers of these stores are 15~25 years old.

"Young people speak more about their individuality and more about their sense of service."

"There are many such shops in Beijing and Shanghai."

Chen Jin, assistant general manager of Huarun Sun Hung Kai (Hangzhou) Co., Ltd., told reporters.

In fact, more enterprises are starting to adopt the buyer model.

The representative brands such as the seven wolves, Metersbonwe, and so on have quickly launched the buyer system in the past two years.

"Seven wolves have set up a buyer for two years."

Insiders revealed.

Professor Fang Gang, vice president of the China Economic Restructuring Research Association, said that in recent years, the sales of Chinese high priced personalized clothes and luxury brands have been improving year by year, and Chinese sales of clothing have shifted to the stage of taste demand.

So how is the Chinese brand buying operation at this stage?

In fact, most of the domestic brand enterprises have not set up the position of buyers.

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 the process of brand management. Secondly, brand buyers are also a new industry for Chinese brand enterprises. Many enterprises are still in a state of knowledge about buyers, and do not really understand their value. Again, this is also related to domestic textile and garment professional institutions that have not yet set up such majors.

"In Europe, the buyer is a mature profession with a history of more than 50 years. Chinese enterprises blindly imitate and only digest indigestion."

Sun Ruizhe, vice president of China Textile Industry Association, said.

This year, the China clothing association is going to hold a buying course for dealers and agents in the industry, and instilling the idea of buyers into those who have experience in retail operations. This is a good start.

Retailers and distributors are constantly learning. Even if they can't turn into excellent buyers, a good buyer will play a positive role in brand development.