Manager Xu Guimei: Women'S Clothing Is A Functional Selling Point &Nbsp; Watch Out For Management Disorder.

Types of enterprises

Purchase characteristics emphasize fabric innovation, and functional fabric needs increase.

"Women's clothing brands are numerous in the market and competition is fierce. Therefore, our company has a very high demand for fabric innovation.

Consumers also do not want to see the same fabric every year. If a garment is regular, but the fabric is novel, consumers will be willing to buy it.

The sentence of Xu Guimei, manager of Shu Lang purchasing center, shows the importance of fabric innovation for women's clothing.

Women's clothing is keen on functional selling points.

Last year, Shu Lang launched a silk fabric blouse, which sold well. This year, under the proposal of the fabric manufacturer, the air conditioning fiber was added to the silk fabric. Xu Guimei said that this fabric can adjust the wearer's body sensation and cold according to the change of the external temperature, and play a role of "cool in winter and cool in summer."

The technology of air conditioning fiber is relatively mature. It was developed by the US space agency for the moon landing program. The purpose is to make moon clothes for astronauts. Later it developed into ordinary clothes, and now it is widely used in fashion and bedding.

Xu Guimei told this reporter that last year a single coat containing conductive fibers, which can prevent static electricity and sell well in the market, has increased the proportion of functional fabrics purchase this year.

Products with both comfort and functionality are conducive to brand promotion. At present, he has a large demand for fabrics with moisture absorption, breathability, antistatic and ultraviolet protection functions.

"We are very happy to use some functional fabrics, of course, technically must be mature, especially the functional fabrics with authorized tag, such as modal, Lycra, Tencel and so on.

In the terminal sales process, the company will actively promote such products, consumers are willing to buy, sales have also been significantly improved.

Xu Guimei said.

From the perspective of terminal sales, consumers now prefer clothes that are comfortable and easy to handle.

For example, Shu long bought previously machine washable wool fabrics.

Many woolen clothing needs dry cleaning, and this machine washable product brings convenience to consumers.

Functional fabrics, as new things, are not yet perfect. In addition to the concept hype, there is still a lack of technology, and the products are mixed. Xu Guimei said that in the basic function of antistatic, some enterprises can not do well.

Shu Lang is a multi brand women's clothing business. Xu Guimei briefed reporters about the differences between different brands in fabric purchasing.

The most important thing for fabric selection criteria is to be consistent with the style of the product and match the brand positioning.

The brand of Shu Lang is mostly in formal dress, which requires higher comfort and simplicity. Therefore, natural fabrics are combined with chemical fibers.

In the spring and Autumn period, the suit containing chemical fiber is made of polyester fiber, suitable for formal dress, suit shirt, and so on. In the autumn and winter woollen suit, wool wool material is selected, which has obvious advantages in comfort and warmth retention.

Mei Teng walks casual wind, cotton and linen and other natural materials are the first choice.

Gao Song is positioned as "little Shu Zhuang", and wins by color. The selection of fabrics is more extensive.

Fabric enterprises vigilance management disorder

Fabric enterprises will be eliminated because of poor management and backward business ideas.

Xu Guimei told reporters that some enterprises are weak in research and development, and there are very few innovative products every year, and no innovation is no vitality for fashion like products that keep pace with the trend.

There are also some enterprises affected by the international financial crisis, which have encountered difficulties in the management of enterprises. They have been loosened in management, passively waiting for the order of garment enterprises, and the delivery time and quality of goods are not stable. This has brought great inconvenience to cooperation.

"We will screen fabric suppliers every year, and we will cooperate more with reputable and large enterprises in the future."

Xu Guimei said.

In the fabric traders, besides fabric enterprises, there are trading companies.

The trading company has integrated the resources of a large number of fabric suppliers both at home and abroad.

They will collect information about the latest products. The fabric samples are quite complete, which is very helpful for clothing companies to choose the right fabrics quickly.

However, most of these trading companies do not have their own physical factories, but they have signed cooperation agreements with some factories, or have held shares in some factories.

If we buy Fabrics from trading companies, the quality of fabrics will be relatively easy, and the quality of products will be difficult to guarantee.

After the crisis, there will be a round of survival of the fittest. The large suppliers will be gradually replaced by small trading companies in the future. This trend will alarm the development of fabric enterprises.

If fabric enterprises want to maintain long-term cooperation with garment enterprises, they should make the three links in place before sale, after sale and after sale.

All fabric resources will be provided for screening during the R & D period.

The principle of win win is followed in the whole ordering process, and the price is not arbitrarily increased, ensuring the stability of delivery and quality.

If the fabric is found to be defective after purchase, ensure good after-sales service.

Xu Guimei said that there are still many enterprises that can do the above three points in China, mainly in the management of large enterprises.