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Buyer'S Fashion Corner Of 2013 Shishi International Fashion Week Fashion Enterprise

2013/5/8 23:39:00 34

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Buyers 2013 Shishi International Fashion Week Clothing Sales Designers And Consumers

dress consultant role

giving birth to a buyer's occupation

host: can you analyze why the buyer will gradually rise in the clothing industry?

Tian Qiming: with the development of society, the functions of clothing are constantly changing.

Nowadays, clothing has become the label of people's social role.

Accordingly, the retail terminal of the former company mainly sells clothing, and now it becomes the dress consultant of consumers. If we want to be a good consultant, we must have a clear understanding of the needs of consumers and the trend of P.

This requires buyers, because only buyers know where the customer base is, so that they can understand the relationship between dressing and life and fashion.

Martini: since five years ago, Chinese consumers have become more and more critical. They know a lot of fashion information and have their own unique views on fashion trends. In big cities like Shanghai and Beijing, the internationalization of young people is no less than that of European countries. This requires clothing companies to be more professional and fashionable than consumers, so they need professional buyers.

buyer is connected to .

designer and consumer

host: what role does a buyer play for a clothing enterprise?

Martini: the main role of buyers is to connect designers and consumers.

Through their works, designers publish popular trends to attract buyers, and buyers buy clothes that he thinks may be accepted by consumers through their own judgement of fashion trends and consumers, and eventually sell them to consumers through retail terminals.

A buyer, if he can grasp the trend of the past two years, will bring benefits to the company, but on the contrary, it will bring immeasurable losses.

Jiang Chunmei: buyers have formed professional groups in Europe. Their fashion sensitivity is very high. They decide what to sell in the next season.

The vision is very good, has the high judgement and the clothing grade, understands the consumer and the market demand, at the same time knows how to balance the cost and the budget, can complete the procurement quantity and the ideal style within the stipulated time.

The core competency of the "P > buying system is the integration of .

P: host: what are the core contents of the buying system? There are many professional buyers in fast fashion enterprises. How do they operate?

Jiang Chunmei: some international famous brand original products account for 10% to 20% per quarter, while the rest 80% to 90% rely on "integration" and then make changes and integrate into some unique elements of their own brands. This is the popular buyer model in the industry, such as H&M, ZARA, Korea and so on.

ZARA, a buyer's system, is a successful example of the buyer's system.

ZARA now has hundreds of buyers, distributing around the world, often entering fashion venues such as Milan, New York, London, Paris fashion week, bars and so on. They collect the latest trend that can lead the fashion, and then send them to the information forecast Department of the company for resource integration.

in recent years, Han Feng, the fastest fashion first brand, relying on the Internet, is the typical Korean brand clothing house. It is also a typical example of the successful use of the buyer system in China. The buyer system is the core system of Korea's clothing house. However, the mode of Korea's clothes house is not exactly the same as that of ZARA. It has added the Internet gene into the buying system. It is said that there are only more than 100 groups in the Korean style clothes shed.

China does not yet have a strict buyer, .

host: what is the current status of domestic buyers?

Hui Wen long: many people believe that there are no strict professional buyers in China at present.

However, from the perspective of function, there are two kinds of quasi buyers in China, that is, shopping malls buyer and brand buyer.

Market buyers serve SHOPPINGMALL (Super Shopping Center) and other global purchasers; brand buyers are mainly independent buyers. They travel around the world, rely on their own understanding of fashion and open their own buyers.

The buyer and buyer team in China is not mature enough. Once mature, it will profoundly affect the development and sales of the products in each season.

Tian Qiming: actually, the personnel of the retail terminals of the major clothing brands are themselves prospective buyers, but they do not yet have the ability to predict the fashion trend.

Purchasing agents in department stores can also be regarded as prospective buyers.

The nurturing of professional buyers is a long process. They often need to buy from a single product and become a buyer of commodity structure.

the success of an enterprise must be unique.

host: in that case, what strategic sense must a company have to succeed?

Jiang Chunmei: many world brands are now very strong and in the high-end position.

It is obviously unwise for China's clothing brands to compete directly with these world-class brands, but it does not mean there is no opportunity.

In fact, the success of fast fashion such as UNIQLO and ZARA has pointed out a clear path for domestic enterprises.

On the basis of guaranteeing quality, we can find partners and make a lot of production, so as to lower prices and provide consumers with quality and cheap products.

It can be said that there are always two directions in the clothing market, one is high-end fashion, the other is fast fashion.

Martini: a truly world-class brand has a long history and has accumulated for a long time.

Most of the world's brands have a history of over 100 years, or even longer, and locate high-end.

The success of these brands is to create a unique style, and the number of production is very limited, so as to meet some high-end people like unique needs.

Therefore, to be a world brand, we must not copy others, but be ourselves.

the success of the buying system is less than /p.

can not be separated from the powerful database .

host: is there a professional buyer team, the dress enterprise is not far from success?

Jiang Chunmei: This is not the case.

Looking at Asian fashion industry developed Japan, their designer brand has slowly disappeared, and the buying system has been abandoned by many enterprises.

UNIQLO did not adopt the buying system. The core of its success was a powerful database, creating an annual inventory rate of 2% to 3%.

UNIQLO has all the sales records since its establishment in 25 or six years. According to this, its accuracy rate for forecasting the popularity of a place can reach 70%, and the remaining 30% is just the adjustment of style, material and price.

But when buying and grasping the trend of popularity, domestic buyers often follow the feeling.

Tian Qiming: once dealers and franchisees grasp the experience of consumers and fashion trends, they will blindly place orders for enterprises, and the final sale of goods will not go out, resulting in large inventories.

Only by accurately finding and grasping the needs of customer groups based on data can we provide customers with the goods they want.

go your own way .

when we strive to create designer brand, we find that Japanese designer brand is dying out.

when we try to build our own buyer team, we find that the reason for some enterprises' success is not buyers at all.

when we strive to enter the high-end brand, we find that many fast fashion brands that have been popular have already risen rapidly, but we are confused in the way of charging high-end fashion.

in fact, not every enterprise is suitable for designer brand, not every enterprise needs to establish its own buyer team, and do not need everyone to do high-end fashion brand.

today, with the popularity of buyers and buyers, enterprises need to examine their strengths and weaknesses, and get out of their own path and write their own brand myths.