Small Batch, Multi Style And High Purchase Will Become The Distribution Mode Favored By Fast Fashion Brands.

"These are the new ones, just arrived, and there are only one for each number."

In a brand store on the three floor of Hangzhou Tower, the salesperson warmly greeted the customer. "There will be a batch of new models every week, and you are welcome to come and see them often."

This is just a window. At present, many dealers are trying this "eat less and multi meals" mode of purchase.

Perhaps, with the trend of fast fashion, small batch, multi style and high purchase frequency will become a trend.

Under the spot, sell side by side.

"The growth rate of clothing sales is expected to drop by 5~10% this year. Dealers are generally struggling to do their bidding business, and they are also thinking about how to reduce their order risks.

Most of the summer clothing that started to go on sale is the order of six months ago, and many dealers are worried about the changes in the market.

An industry insider told reporters, "but for those brands that have been taking spot orders, their advantage is revealed at this time."

A well-known footwear brand official told reporters: "because the brand has its own factory, replenishment is relatively convenient.

Generally speaking, when the first order is made, the volume of the dealer will be only about three or four. The remaining six or seven will be filled in the new weekly supplement, which can decide the order according to the sales situation, and can control the stock. "

The person in charge said, "if the past half a year ago, under the futures way to complete the order, if the brand is not sure of the market, the style, style, color, and fabric are all error, so it is easy to form a backlog, causing cash flow turnover difficulties."

Quick futures at any time

"This garment is out of stock now. If we come earlier, we may still have to catch up after the headquarters statistics, but it will take about 30 days from the order to get the goods."

In front of a particularly popular casual wear counter, the salesperson's words reflect the brand's countermeasures.

It is understood that many brands use the way of quick futures, ordering 12 times a year.

This method can effectively cope with the market environment, so that dealers can increase the proportion of chasing single products, such as the summer can add 10% of the goods, and the winter can add 20% of the goods.

This will help dealers to control orders in advance and supplement them according to market sales conditions, so as to reduce the dual pressure of cash flow and inventory.

ZARA and H&M, known for their quick response, are good examples.

"In fact, from the market perspective, the total volume of the next season will not increase again, but the way of loading will change and the frequency of new shelves will increase."

An industry insider said, "in addition to being able to replenish the goods in time, the increase in the number of orders has also increased the ability of the brand to respond to the market quickly. For the enterprises and distributors, the international fashion trend or cultural influence can immediately reflect the clothing market, and many fashion styles will be more suitable for the current trend."