Can Color Also Become A Sales Point In Clothing Business?

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Build a top-down fast and accurate implementation color Of spin clothing Color supply chain is a shortcut for enterprises to innovate independently, build brands and break through the fierce competition.

"Proper selection of color will make the whole design strong and soft, harmonious and brilliant, otherwise, it will make the series of products eclipsed, and directly affect the customer's recognition of the products." Engaged in the design and development of women's fashion knitwear for more than 10 years, an industry insider knows the importance of knitting color to the brand.

A few years ago, in order to save operating costs and reduce operating workload, they used the remaining yarn of the previous year to make sample clothes. As a result, many customers have lost interest in their products when they see colors that are not fresh, regardless of style and material.

Nowadays, the domestic clothing market has many brands, a wide range of products and fierce competition. How to attract consumers' attention in the shortest time and arouse their desire to buy is an urgent consideration for many clothing enterprises.

Relevant survey data show that whether clothing can be accepted by consumers depends on four factors: color, style, fabric, and technology. Among them, due to the lack of professional discrimination of ordinary consumers, fabric and technology have the weakest impact on them, while color is the first element to enter the public's vision. As one of the most important external characteristics of clothing, color often determines the fate of clothing in consumers' minds, and the competitiveness of low cost and high added value it creates is more powerful. Same paragraph clothes Because of different colors, some are hot and some are unsalable. The difference in color often determines the popularity of clothing.

"Color is an important basis for people to identify and understand brands, and people give color specific cultural connotations to express feelings of liking and aversion." Hu Song, deputy director of China Textile Information Center, said in an interview that the effect and charm of color preemption can often represent the image of a brand and become the characteristics of a brand, And give people a strong brand impression.

In his opinion, color for clothing is not only decoration, but also a symbol to convey meaning, which can cause people's psychological association and some emotional experience. It is precisely because our feelings, feelings and physiology are directly linked with color. Therefore, whether clothing color has an aesthetic sense will not only directly affect people's purchase desire, but also directly affect whether an enterprise can successfully sell its products and obtain profits.

Color is related to brand. Apparel brands with distinctive styles often have basically consistent but ever-changing color styles, such as Benetton, which is the primary factor for consumers to establish brand awareness. A clothing company with a keen sense of touch will pay great attention Clothes & Accessories The impact of color on brands and consumers.

When color becomes a way of making profits, who can ignore it?

At present, the textile and clothing industry has entered a new era of industrial restructuring and upgrading. Textile and clothing enterprises are increasingly focusing on improving product quality and core competitiveness, and strive to gradually shift from the low end of the industrial chain with low added value to the field with high added value.

Where does high added value come from?

French color master Mr Longkoro It has been said that, on the basis of not increasing cost, by changing the color design, it can bring 15% - 30% added value to products.

Therefore, textile and clothing enterprises start with color to improve the added value of products, so as to improve the market competitiveness of enterprises, which is an ingenious breakthrough for enterprises to carry out value innovation.

Color runs through every link of textiles from design to finished products: trend prediction, color design, fabric purchase, dyeing and proofing, and garment making. Some western developed countries in Europe, America and Japan have listed color as a supply chain from the textile and clothing supply chain separately.

Some well-known domestic brands have also realized the importance of color design and development for the survival and development of enterprises, such as Li Ning, Ai Mu, white-collar workers, Langsha, etc. These enterprises have a clear brand positioning. Each season, according to the brand personality and market demand, they will formulate the color style of this season, select fabrics on this basis, and place orders with fabric dyeing and finishing enterprises. This top-down product development mode enables textile and clothing enterprises to firmly control the initiative of color development, accurately display brand personality on the color of ready to wear, gradually form a significant brand style, and have more and more loyal customers.

"An enterprise has begun to have its own color, which is itself a reflection of brand value and an exploration of new marketing models," said an expert.

In the eyes of consumers, if a brand is equal to a color, then the color has become the carrier of brand value.

Although color is an important factor for customers to attract their consumption, how to manage, control and apply color for enterprises is a process of combining art and science. Enterprises should not only develop their own colors, but also restore these colors to the products completely, so that colors can be fully displayed. The completion of this process is closely related to the delivery time, product quality, product price and even the quantity of future orders of the enterprise.

However, many textile and clothing enterprises in China do not independently develop design colors. They directly select fabrics and colors from fabrics provided by fabric manufacturers. This can save design costs. In addition designer There are many links from color creativity to accurate realization of color on ready-made clothes. If there is no good management and control method, the color finally appearing on ready-made clothes is likely to be inconsistent with the color the designer wants.

"In the short run, these enterprises have saved the cost of color design and management, and gained short-term benefits; in the long run, due to the lack of personalized color development, the product color has no characteristics, and enterprises will gradually lose brand personality and consumers, so they can only wander in the low value-added end of the industrial chain, and ultimately lose long-term benefits." Li Ning (China) The senior manager of the clothing product design department of Sporting Goods Co., Ltd.

Moreover, due to the lack of scientific management of color, the communication of textile color in design, production, purchase, sales and consumption usually depends on subjective interpretation, which not only restricts the color innovation ability of designers, but also leads to lengthy product development process, high cost, and inaccuracy, which seriously hampers the improvement of enterprise product development ability and competitiveness.

The insiders also said that "designers and textile and clothing enterprises need to have a perceptual understanding of color to stimulate creative inspiration, but also need to raise their awareness of color to a rational level, to the level of effective application and management of color."

Therefore, to establish a unified color system for China's textile and clothing industry enterprise Using the same color language for communication can greatly improve the response speed of the entire color supply chain and the accuracy of color realization, thus shortening the product launch cycle and improving the product added value.