Three Stages Of Full Communication -- Menswear Brand: We Need Quality Service.

Fabric enterprises hope to use high-quality services to narrow down and downstream. clothing The distance between brands reaches the perfect relationship of "win-win cooperation". Then, how can the concept of quality service be spanformed into specific practice details? Can we identify the service clothing brand provided by fabric enterprises? This time, we find two representatives of men's clothing enterprises, and find some answers from their dialogues, and we can also find the shortcomings of the service details of the fabric Enterprises.

Reasons for choosing middlemen

Menswear brand buying fabric, through intermediaries or Fabric Enterprise. The two modes of cooperation have their own advantages: intermediaries are more active in sales, and are more concerned about the product development process of clothing brands, and will recommend fabrics in a timely manner; and fabric companies will be more focused on product development. In communication with men's wear brands, the reporters learned that they had a higher evaluation of fabric middlemen, because the fabrics recommended by middlemen were more targeted.

So, what are the shortcomings of the domestic fabric enterprises at present? There are two points in Tang Bing, product development manager of Victor, Beijing. First of all, the product development of domestic fabric enterprises is not new enough, fast enough and not close to the most popular items at the present stage. There are many channels for consumers to get in touch with fashion. The understanding of popularity has deepened and the demand for popularity has increased. Moreover, clothing brands are also increasing the driving force of popularity. Consumers have gradually recognized the fast changing fashion trend. "Victor's suit products are more young and fashionable in the mainstream direction from the design style, and now the popular cycle is becoming shorter and shorter, and clothing brands need more changes." In addition, the ability of the fabric enterprises to analyze the market and analyze the needs of the target customers is still insufficient. "Fabric middlemen usually do a lot of market research work. They will take time to understand Victor's position, the change of men's clothing market, and analysis. market The demand, the samples they offer to Victor are targeted, and this cooperation will be much better.

Most clothing brands praise the product brochures recommended by fabric middlemen. "This booklet based on a lot of market analysis and guidance is very useful." Tang Bing said, "for some classic products, they will say that it was sold well last year, so this year is still pushing, or if this series has changed in some places, they will tell the changes of clothing brands and why they should deal with them. This product recommendation method is very attractive to us, and their control of color and other aspects are in place.

Price is the biggest headache.

"The apparent contradiction between the clothing brand and the fabric enterprises during the purchase should be caused by the price." Zhu Wen, director of S2 CITYLIFE design of Ningbo Shanshan Morton Garments Co., Ltd. At present, the actual situation is that clothing brands want to minimize their fabric costs in order to maximize their interests. Some fabric companies will insist on their own prices, so that clothing brands have to find other manufacturers to copy the fabric. In the long run, this is a way to hurt both sides. The other is that the fabric enterprises promise to lower the price, but the final fabric is "short of weight."

Zhu Wen frankly said that the second situation did make many fashion brands headache, even if they were not satisfied with the fabric they received, but the pressure of time could only be used for many times, but the resulting problems were obvious. "Ready to use fabrics may lead to a reduction in the style and effect of clothing, thus affecting the sale of clothing and causing a backlog of goods". If clothing brands do not make money, where can they buy more and better fabrics?

In fact, in the process of upstream and downstream cooperation, there are many small contradictions arising from price problems, and may even lead to the termination of cooperation between the two sides. Zhu Wen talked about a situation: "now some fabric suppliers are very realistic, and they must give money to a few meters of cloth, no money will not be cut, and some even increase the price of the cloth, which is much higher than the purchase price of the big goods, and even the cloth can not be adjusted at any time. But now which clothing brand looks at a small sample card, it will go to the big market?" {page_break}

Three stages of full communication

It is not difficult for fabric enterprises to communicate with clothing brands from the aspect of implementation means. They can talk face to face, make phone calls, send e-mails, etc., but how to do well in communication is not easy. From the feedback of men's clothing brand, the three stages of early stage recommendation, medium term order and late track are indispensable, but the communication work of fabric brand is not completely done.

Zhu Wen said: "I think the ideal state is to have a communication session with the fabric companies that have long-term cooperation with us before the new season's product development, to show the brand themes and styles that the brand will launch in this season, and then the fabric enterprises can feedback the understanding of these styles to the fabrics provided to us. But the status quo is that we have to go to Taobao from different fabric suppliers and thousands of fabric samples. Fabric factories are not able to provide some targeted samples for different brands. I think maybe they do not have such abilities, so we prefer to choose them ourselves.

Tang Bing also felt deeply about this. After so many years of dealing with fabric enterprises, he found that fabric companies often pay much attention to the communication between the early stage and the clothing brand. In the middle and later stages, they usually just call to ask the result. In fact, I think fabric enterprises should strengthen communication with the clothing brands in the middle and later stages, and spend more time in talking about why the fabric is good. Why the fabric has not been selected and deepened mutual understanding will definitely help the future directional development.

In view of this, fabric enterprises must accurately grasp the work process of clothing brands, when they will collect fabric samples, when to adjust the cloth, and when to produce large goods. If these key points are missed, cooperation will naturally be affected. In addition, even if the clothing brand has placed an order, follow-up follow-up communication work must be done in place.