Dress Brand: Fabric Quality &Nbsp; Please Follow My Footsteps Closely.

From the perspective of women's clothing consumption psychology, most people wear "for the sake of individuality", or for the value embodied in clothing. All consumption is guided by value. clothing Brands and buyers follow the same rule when choosing fabrics.

In the interview, the reporter realized that many women's clothing brands chose some fabric suppliers because they both resonated with the understanding of value, including product characteristics, brand image and follow-up services. These fabrics serve the commercial market trend as a guide, and win the favor of downstream brands with the brand image of "integrity and research and development capability" and "one step after another" after-sales service.

Consumers decide the choice of new products.

"At present, there is basically no use of new materials. We value the fabric structure and the change of its proportioning." Jiang Hong, the purchasing manager of Jifen Fashion Co., Ltd. in Beijing, represents the views of some women's clothing brands. The attitude towards new materials is so cautious that Fu Kui, the design director of Beijing white collar fashion limited, explained very clearly: "for white-collar workers, we should give full consideration to the problems that consumers may have in the process of wearing."

In recent years, Fukui has had various opportunities to meet new materials and products. He found that although some fabrics had added new materials, they failed to reach the impact of this new material. In the view of Fu Kui, new materials, technologies or concepts should be integrated into fabric design, which should reflect the superiority of texture rather than the pursuit of surface novelty. More importantly, If White-collar workers will not try easily if the newly developed fabrics are deficient in function.

Fu Kui said frankly, the white collar is actually very fond of trying new ideas and new concepts in fabric development. The response of consumers to these new attempts is very important. If a product is sought after in the market, the enterprise will launch further research and development rapidly, and let consumers feel the change of fabrics. New materials are not the only way. Xu Aiwu, manager of the design department of Shanghai Bella Villa Clothing Co., Ltd., also said that the company has selected a wool like fabric for several consecutive seasons, and the sales situation is very good. Apart from the consumer's acceptance of this style, enterprises have changed their overall appearance through color change and process treatment, bringing new ideas to consumers and, therefore, from the following aspects: consumption It is very objective to evaluate the value of fabric from the point of view.

　 The stability of fancy color and finishing

"Designers will pay more attention to color first. If the color is suitable, the effect of garment will be better, and the possibility of sampling cloth will be great." Xu Aiwu said that the final product will choose this fabric, and the stability of fabric quality after washing is one of the key elements.

In the process of contacting with fabric suppliers, color is often the first to get into trouble. Xu Aiwu deeply understands this. In the products recommended by fabric suppliers, there is often a good fabric style, but only one of the most basic colors can be selected. "Because most of the fabric companies don't really know what colors to look better. Own Clothing brands of enterprises, and even many enterprises will feel that as long as there are black, white, beige good. Xu Aiwu said, "a lot of businesses are reluctant to invest in color and do not want to do color development. Sometimes we tell suppliers that a certain color is the popular color of the season. They will say that this color can be done in one pot, but it will cost more."

One of the situations that clothing brands will encounter is the instability of fabric color. Some suppliers often promise that they can do it, but when they are really big, they always have various problems, such as chromatic aberration. large Part The color of the enterprise is still accurate when the proofing cloth is used, but the color is difficult to ensure consistency when making big goods.

To achieve the market value of products, quality sense is indispensable. Some products of domestic fabric enterprises are easy to become old after washing water and lose their luster. This can not be well controlled. The problem is mostly on the technical means of finishing. Jiang Hong, who often deals with foreign fabric traders, also talked about this problem. Compared with Italy fabrics, domestic fabrics are mainly reflected in the guarantee of texture after washing.

　 Expect value-added services from suppliers

White collar clothes often use cashmere. domestic Cashmere products are basically flat with foreign products, and have obvious price advantages, so the purchasing of white collar cashmere is mainly in China. From the dialogue with Fu Kui, it is easy to see that the biggest advantage of domestic fabric suppliers is the price.

The reporter understands that in the process of fabric purchasing, the clothing brand hopes that it will accurately inform the fabric's technical characteristics and matters needing attention in the processing process, and make it one of the value-added services for purchasing fabrics. Many clothing brands have mentioned another value-added service, that is, hope that fabric suppliers will promote products into a series and personalized product manuals. The volume is not large, but they really conform to the trend of the season, including products that are better or distinctive.

In Xu Aiwu's view, the fabric is made up of several theme styles, combined with some popular concepts, and each style has a corresponding fabric combination. The product handbook made in this way is more like the clothing brand. "If you have a theme, the fabric will be serialized, so there will be no choice of one style of fabric."

Making the latest products into garment display is also the embodiment of fabric providers' initiative to provide value-added services. "Some fabric suppliers will organize their own small exhibitions to make fabrics to buyers. This method is very intuitive and provides a good reference for fashion designers to let designers know the effect of garments in advance." Xu Aiwu said, "as a clothing brand, the most important concern is the fabric itself, because we have already had a very clear direction when planning, and there will be a plan for what kind of fabric to buy." For fabric suppliers, there is a need for special business people to understand the needs of each garment brand. direction Sex, targeted recommendation, the success rate will be much higher.