Clothing Brand: No Longer Data.

< p > the reporter learned that in the "a href=" http://www.91se91.com/news/index_f.asp "menswear" /a "brand YOUNGOR, located in a private store in Beijing, the average monthly loss of the restaurant was 100 thousand yuan due to the limited volume of shops in its shops.

The clerk reluctantly indicated that the business condition of the store was different from what was expected. I didn't expect this area to look prosperous, but actually its consumption power was not high.

After knowing the situation, reporters found that although the area has been coming and going, they are not shopping here, most of them are rush office workers.

Reporters further learned that the business district is mostly small companies with a scale of less than 50 people, with low wages and no need for staff to wear formal suits such as suits and shirts.

Therefore, it can be imagined that YOUNGOR is not in line with the consumer demand in the business circle.

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P, another brand from Europe, has opened 356 stores worldwide this year. At present, the group has 3132 stores, a 12.8% increase over the same period last year. "H&M"

By the end of November, group sales increased by 13% over the same period last year, reaching US $6 billion 49 million.

The brand's the Isabel Marant collection launched in November is once again popular among consumers.

The better performance made the group happy. When asked how to run the brand, the brand leader said, "timing is very important for a brand, when to launch what products and where to open shops. We are very cautious about this."

The so-called "opportunity" is to make statistics on consumer groups and consumer behavior, then analyze the data, and draw a conclusion that is most conducive to brand development.

This is precisely the characteristics of the big data era. All data are spoken in terms of numbers. Data analysis can help decision makers to make decisions.

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< p > strong > big data era, < /strong > < /p >

There are many reasons for the loss of YOUNGOR P stores. But at least one thing we can say for sure is that the reason why the shop assistant is different from what is expected is that the store did not fully grasp the characteristics and consumption data of the region before its opening.

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< p > How do brands and retailers know who their potential customers are? How do they conduct socialized analysis of customers? How do they know how market feedback is being developed? How can we get more accurate market information before taking decisions to take the lowest risk? More and more data systems help companies make decisions.

At present, many clothing brands and retailers in the world pay great attention to the construction of enterprise resource planning system (ERP), business intelligence (BI) and product life cycle management system (PLM). They are used to help enterprises extract information from large amounts of data and make better use of data to improve the quality of decision-making.

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< p > > a href= "http://www.91se91.com/news/index_f.asp" > Fashion < /a > industrial product management expert (Ben Muis) said that the fashion industry is a complex industry, and garment enterprises can not develop a new product like other enterprises for many years.

A typical fashion brand needs to develop hundreds of products every quarter.

These new products are provided by suppliers in different regions, no matter how they are produced or tested, they can not be unified at the same time, and they are still sold at very dispersed locations.

This complexity makes its products and supply chain teams in a high-risk environment, because any one mistake is costly.

With the increasing complexity of the industry, big data is becoming more and more important.

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< p > Aurora Fashions group recently invested heavily in its data system, mainly for improving business analysis and enterprise resource allocation capability.

The group has 3 brands, namely Coast, Oasis and Warehouse brands, and 1999 stores in 39 countries.

Aurora Fashions group urgently needs to break the boundaries of brands and regions, and integrate the data of retail analysis supply chain.

Anne Sinclair, Aurora's strategy director, said: "we are using Board International software, which can help us quickly create interactive and customized enterprise reports, and do not need any programming to make the data more intuitive and visual."

It can also integrate data from heterogeneous data sources to help users better understand trends and understand the causes and effects.

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Susan Oliver, vice president of retail business at P Dassault Syst MES, said: "the software of clothing industry has begun to focus on operational efficiency and global connectivity.

Most of the successful brands and retailers in the market can see their customers, market potential, entity and online sales ability 360 degrees, and connect them with brand development plan and product development, and maintain sales status and channel status in real time.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_f.asp > fast fashion > /a > brand is forerunner < /strong > /p >

< p > the most successful case of big data application is undoubtedly some fast fashion brands, such as ZARA, H&M and UNIQLO.

Take ZARA as an example, the brand sells nearly 100 million clothes throughout the year, and there are more than 1000 cooperative enterprises. Its suppliers all over the world are able to integrate and coordinate the development, production and operation of so many enterprises, which is directly related to the improvement of efficient data systems.

It is reported that ZARA has invested $30 million to build a data information system and deploy the system to every store.

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< p > at present, there are mainly two channels for the brand retailers to get big data, namely, physical stores and e-commerce.

In the ZARA store, the duty of the salesperson is not only to sell things, but also to collect the feedback from the consumers carefully.

Software system plays a vital role in the operation of fast fashion brands.

After closing the store every day, ZARA shop assistants should make statistics on the purchase rate and return rate of consumers, and analyze the reports through the information system, and then pmit the data to headquarters.

All data can be shared by relevant personnel, including designers, marketing personnel, buyers, buyers and management.

Market sales information provides a basis for designers to design new styles; volume and inventory rate facilitate headquarters to better control product output; the aggregated data help managers make further decisions.

A convenient data system encourages everyone to participate in brand marketing and product development.

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< p > Electronic Commerce collects mass data of consumers' behavior more than ZARA, helping brands make reasonable production and marketing decisions.

It is reported that in the ZARA brand official website, consumers click every time to browse a product, the system will automatically record, the website will also count which product has a high click volume, and record and analyze the website language and the size chosen by the purchasers. Through this brand, we can identify the important information of consumers' preferences, fashion trends and the physical characteristics of consumers in different regions.

It is reported that e-commerce has increased 10% of retail revenue for ZARA, but if the data is analyzed as the benefits brought by the brand, it is believed to be much higher than this figure.

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