Fabric And Clothing "Hand In Hand" Still Needs "Heart To Heart".

It can be said that in the ups and downs of the industry, the docking point between them has been found. For example, the products that meet the needs of the market must meet the requirements of function, environmental protection and high cost performance.

But in the concrete practice of the idea, there will be many problems on both sides.

The current situation of the upstream and downstream docking of fabric clothing can be described as "polishing the contacts that have been found, but fitting the contacts."

Function, environmental protection and high performance price ratio.

Whether it is talking about the direction of research and development of new products with fabric enterprises, or are they heading for

The diversification of raw materials and the ratio of new fibers are the practical means for the fabric enterprises to follow this development concept.

When talking about the characteristics of spring and summer fabrics in 2011, most of the fabric enterprises talked about this.

In the development of Fujian's hybrid fabrics, such as Tencel, linen, wool, cotton and so on, we will pay more attention to memory fiber and T400.

Jiangsu Xinmin develops silk like silk brocade with corn fiber as its raw material. Its style is similar to that of mulberry silk, but its price will be relatively low.

In the process, fabric enterprises have also undertaken a lot of risks.

If the raw material is distributed in a multi group ratio, the posterior road is

Nevertheless, some of the new products that are hard to come up with will be attacked by the clothing brands. The key point is the fabric's most basic performance. Among them, there are many complaints about the quality stability, and the high cost performance of the fabrics is not reflected.

Ceng Fengfei, a famous fashion designer in China, began to make his own brand in recent years. He often used fabrics like filament, cotton, linen and Xiangyun gauze.

He has a puzzle that some products of domestic fabric enterprises are easy to become old after washing and lose their luster, which can not be well controlled. He thinks that the problem is mostly after finishing the technical means.

Jiang Hong, the purchasing manager of Beijing Jifen Fashion Co., which often deals with foreign fabric suppliers, also talked about this problem. Compared with domestic and foreign fabrics, the gap is mainly reflected in the guarantee of texture after washing.

The balance between popular trend and market demand

It can be seen that the bestselling fabric product is a balance between popularity and demand.

Many fabric enterprises begin to cooperate with some popular research institutes at home and abroad to grasp the fastest fashion information.

The time difference between Europe and America, which was often mentioned before, can no longer exist.

In addition, the close cooperation with upstream raw materials and dyestuff enterprises is also an important source for fabric enterprises to understand new fiber and new technology information.

Although the information is so rich, but when they are combined with the actual demand of the market, the fabric enterprises will still realize their differences.

Huang Zhixiang, executive director of ambition group, said that in the process of product development, there is still room for improvement in the control of color sensitivity and accuracy.

How many color samples do you need for a fabric? Is it in line with the fashion color of the season and testing the Kung Fu of the enterprise?

The way of ambition is that men wear basically 5~6 color samples, and women's wear is around 12.

It is not just the issue of color. There are two reasons why clothing brands are not satisfied with the use of popular elements on fabrics: first, inadequate expression; and two, too much.

Of course, where to put and where to accept, of course can not be generalized.

Fabric enterprises want to accurately grasp, the accumulation of long time market experience is indispensable, and communication with downstream garment brands must be adequate.

Xu Weidong, deputy general manager of Shanghai Metersbonwe, said that not every year, everything must be overturned in the previous year. Not all fabrics need to have texture effect, or color is very miscellaneous, but the patterns are different every year, and the colors will also change.

He believes that clothing brands must effectively communicate the popular information and fabric enterprises, pform perceptual into rational, and ensure that the development inspiration of fabric enterprises is practical.

Change of identity from producer to operator

On the one hand, the strategic alliance between the fabric enterprises and the downstream clothing brands is a common way to resist market risks. On the other hand, fabric enterprises also want to have the initiative and the right to speak in the interaction of the industrial chain.

For this reason, they started from perfecting their own supply chain, provided "one-stop shopping" service for clothing brand, made fabric customization development according to brand style, and even provided garment purchasing.

At the same time, new ways of promotion are also emerging. For example, the ambition group holds salons for key customers every year, and displays the latest fabrics in a relaxed and pleasant atmosphere.

The Tianjin Textile Association will develop product manuals for different brand customers to display the latest products in an intuitive way.

In communication with clothing brands, they also expressed this view, for example, "compared with fabric producers, we are more willing to cooperate with fabric brokers, and they will target fabrics according to brand positioning"; "we prefer fabric companies to provide samples directly, rather than providing samples for them to process."

It can be seen that clothing brands have certain expectations for the pformation of the role of fabric enterprises, but from producers to operators, the two are not only changes in identity, but also the pformation of ideas.

And when clothing brands are talking about differences with the development ideas of fabric enterprises, they will still boil down to the different ideas of producers and operators, and the different angles of concern to the terminal consumer market.

This is not a denial of the achievements of some dominant fabric enterprises in the marketing process, but for the overall level of the fabric industry, it is necessary to update and strengthen the understanding of the downstream clothing brand management.

So what is the most concerned marketing issue for fashion brands? The answer is the market channel.

Saito Mitsuo, the design director of the seven wolves, gave his view: "clothing brands are more and more concerned about the products. They are not only limited to the products themselves, but are thinking about how to sell them."

He said that different channels have different business models and formats. In the traditional channels, the shops of two or three line city commercial streets, as well as channels such as network, TV and so on, the enterprises will pay more attention to it. And for the pformation of fashion brand operators' thinking, fabric enterprises must follow up in time and provide effective services.