Mcglaughlin Keyword From "Fast Fashion" To "Women's Community"

How to serve Chinese women consumers better? Mcglaughlin The key words are fast fashion and women's community. On the one hand, it offers fashion products that are loaded with burdens, and on the one hand provides communities for sharing and sharing experiences.

　　 Fashion and design

The emergence of fast fashion meets people's need to enjoy fashion at a low price. In fact, fast Fashion brand They are not creators, but quick responders. They are not keen on creating trends, but are quick responses to the existing fashion trends.

So is the product concept of wheat net. It gives customers the best value by providing the best, quality and latest fashion products.

In fact, capturing the fashion trend just now and accurately identifying and rapidly launching the corresponding clothing styles are not easy. At present, the time required for a domestic clothing brand to be designed and sold from a garment usually takes about 6 months. This means that in order to achieve fast fashion, the product design in advance six months must be adjusted immediately.

Mcglaughlin will send buyers to participate in the show around the world, record the dress of young fashion leaders, and find inspiration from street culture, art exhibitions, media activities and major events, constantly analyze and integrate, extract valuable information from various factors, and design the final product through continuous verification.

Visitors to Mcglaughlin's design department are often surprised to open their mouths. A few hundred square meters of open office area is full of new trendy clothes, most of which are purchased by local buyers. Some of them are unfinished samples. The designer door lurks among them. After designing the blueprint, they will be sent to the next room immediately.

In the garment room, apart from sewing machines, they are also materials of various colors and materials. The clothes master quickly turned the blueprint into a costume. Mcglaughlin's contract model is on trial. At this point, Mcglaughlin design team, even sales and marketing team, often gathered together to discuss which clothing is most popular. From popular color to mainstream style to style details, we strive to match consumers' products from "want to have" to "must have".

　 Fast and low price

In retailing industry, the rapid response of light assets and supply chain is almost paradox. To solve this problem, we must integrate the upstream and downstream resources systematically. In this respect, we need to use IT system to link up various links such as warehousing, logistics, procurement and production, and on the other hand, it depends on the highly cooperative nature of the whole team.

In Mcglaughlin, the design samples will be distributed to the purchasing department. The purchasing department will be responsible for the design and production of the samples and contact the appropriate contract manufacturers. In order to ensure product quality and control costs, most of Mcglaughlin's manufacturers are export trading enterprises. In the brutal export market, they have time for delivery, quality control and cost control. This is convenient for Mcglaughlin to control, including replenishment, quality inspection and merchandising.

In Mcglaughlin, there are more than 100 people's quality control teams, which are several times the number of procurement teams. They spend most of their time outside, and control the quality of thousands of products every year. In order to reduce risks, Mcglaughlin dispersed orders to multiple suppliers. Each order accounted for only 10% to 20% of the output of a single supplier. Because of the compression of the intermediate links, Mcglaughlin's price advantage is more obvious.

In order to maintain low logistics costs, Mcglaughlin logistics center is located in Songjiang, Shanghai, and distribution outsourcing. Mcglaughlin's strategy is to determine different delivery periods according to the products, and to ensure that the products are guaranteed in the morning and 3 to 4 days for clothing products.

Call center customer service personnel, not only to record the details of customers, to provide support for the analysis and prediction of the market department, but also must know the price and payment system of the products, adjust and respond to the different needs of customers in time.

　　 Pluralism and community

Mcglaughlin, who started direct mail, has accumulated a huge user database after twelve years of development. In Mcglaughlin's shopping experience, his data will be recorded in Mcglaughlin's database no matter what channel he uses. These materials include user's name, address, telephone, occupation, family member, etc., including personality preferences, purchase trend, purchase price, preference fashion, etc., and the design, sale, customer service and logistics are in the front line, and on this basis, customer needs are excavated as decision support.

After analyzing the needs of many users, in 2006, Mcglaughlin worked with Nissen, Japan's largest mail order company, to introduce its seasonal design. In 2009, Mcglaughlin worked with the famous American fashion brand rampage, to develop clothing accessories suitable for Chinese women. It is understood that at present, Mcglaughlin's two brands are still constantly subdivided, according to the customer's age and occupation, a variety of optional styles are produced.

Also based on database analysis, Mcglaughlin also grew with his customers and expanded the product line. Just twenty years old women, more preferences of Mcglaughlin's clothing products, both styles and prices, are very much in line with psychological expectations, while 26 and 7 year old women may have married and become family members, and demand for household products is increasing. They may also buy some things for their husbands or boyfriends. So Mcglaughlin has added some household products and some men's clothing. But when they get older, they may pay attention to skin maintenance and health. Mcglaughlin has developed a beauty care product line. In a few years, they may have their own children. Mcglaughlin provides some mother and baby products.

In all the retail enterprises in China, Mcglaughlin is the only way to serve the female customers as a concept. No matter from the design of the product line and the expansion of the sales channels, we strive to provide women with the full range of services that are accessible to women, and form a community where women communicate and share common experiences and experiences. Some people describe the clothing market as a battlefield of smoke everywhere. In Mcglaughlin's opinion, it should be a gentle and refreshing wheat field. What Mcglaughlin expects is this kind of service.