Domestic Fashion Brands Start Implementing Fashion Business Strategy

< p > Li Ning Co is learning fast fashion. The goal is to launch new products on the 60 day, and Lining calls it fast reaction products.

According to data provided by Lining, although the current rapid response products account for only 10% to 20% of the total sales volume, the profit rate is higher than that of the bulk products ordered at the order.

Products in season meet consumer demand, sell fast, basically have no stock, new product discount rate is low, and the product development and production costs are low.

< /p >

< p > there are also underwear business providers using the fast fashion strategy to fight the secret of Vitoria.

The essence of < a href= "http://www.91se91.com/news/index_c.asp > fast fashion < /a > is to balance diversity and shorten the cycle from production to sales, and each underwear contains 35 to 40 parts. It is difficult to ensure the diversity of products with traditional business models unless there is a huge inventory budget.

However, the supply chain based on sensitivity can balance the relationship between diversity and inventory, that is, making products of different styles through a prototype without having to purchase too many different components, so that products can be diversified without increasing production substantially.

And through close cooperation with suppliers and manufacturers, cooperate with partners to modify and improve all products.

< /p >

In the late 1990s and early twenty-first Century, the profits of many fashion brand retailers were being eroded by high inventories every day. < p >

With ZARA as the representative of "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ", retailers began to change their business strategy, from product driven product driven to customer driven market driven fast fashion strategy.

< /p >

< p > as we all know, strategy is cheap and execution is priceless.

After determining the business strategy, the key to success lies in the implementation, and the key to the implementation is the details.

It is called that the detail determines the quality, the devil is always hidden in the details.

Here are several aspects to illustrate the idea of fast fashion operation and how to ensure that these ideas are implemented efficiently.

< /p >

< p > the first aspect is accurate category management.

The main goal of fast fashion is to develop and produce products that satisfy customers' needs in a very cost-effective way. As brands, they need to analyze and find out the best and most profitable products.

To achieve this goal, it is necessary to coordinate marketing departments, development departments and external partners to grasp and analyze sales data in a timely manner.

Therefore, a flexible and efficient information system must be supported to enable all participants to develop and manage categories with high profit margins accurately and rapidly based on a unified effective communication and collaboration platform.

< /p >

< p > second is a fast response supply chain. The focus of fast fashion is "fast". At the same time, we must be quick and not messy.

There are two types of supply chains: agile supply chain (Agile) and lean supply chain (Lean).

The principle of agile supply chain is to share information and technology in real time with all partners in the supply chain, and to reduce inventory through close collaboration. The core feature of a lean supply chain is to deliver the right products at the right time.

The fast fashion supply chain needs to combine the two together to form a Leagile.

Therefore, we must improve and simplify the whole process from product concept, design, development, proofing to production, logistics and distribution.

After the improvement and simplification of the process, the fast response supply chain realizes the increase of value and the reduction of cost, and at the same time, timely feedback is made to the change of customer demand.

To achieve the "precision" supply chain, we must adopt the advanced software technology to support the smooth operation of the entire business process, so as to ensure the accurate and real-time execution of the process and data, without missing or delaying the details of any process and data.

< /p >

< p > third is supplier relationship management. < a href= "http://www.91se91.com/news/" > fast fashion brand > /a > needs to establish good and extensive partnership with suppliers.

Suppliers need to keep up with market demand and fashion trends with brands, and need to participate in product design and development stages.

In order to ensure smooth communication and close collaboration, it is best to have a unified platform for communication and collaboration, and then cooperate with each other to run each business process efficiently and accurately record each data detail.

< /p >

< p > fourth is internal relationship. As important as maintaining good external supplier relationship, there must be a coherent internal relationship.

Many organizational structures are divided according to different functional departments, such as marketing, design, procurement, production, quality inspection, etc., and communication and collaboration between different functional departments and information sharing are always unsatisfactory.

To implement the fast fashion business strategy effectively, we must have close relationship and quick market reaction capability.

This requires a unified information system to ensure timely communication and close cooperation.

< /p >

To sum up, in order to ensure efficient implementation of fast fashion business strategy, effective communication and collaboration is very important. The visualization, accuracy and timeliness of every process and data are very important. To ensure this, the manual way of P is obviously not satisfied.

Therefore, advanced information system must be adopted.

For example, ecVision, headquartered in the United States, focuses on providing best practice experience for a href= "http://www.91se91.com/news/" > /a < A and a target= _blank href= http://www.91se91.com/.

This solution can meet all kinds of business needs of fast fashion brands and luxury brands.

At present, COACH, GAP, JCPenney, Limited Brand (Vitoria's Secret parent company), BONTON, FALABELLA, Brown Shoes, New Balance, and so on are using the best solution provided by H.

< /p >