Fat Girls Also Need To Change Their Styles. How Can They Achieve The Return Rate?

The beauty camera can make you beautiful in the virtual mirror, but it can not evade the reality of being a fat person.

"My team and I have a better understanding of the needs of fat people."

Zhang Jingwei, a fat girl, thinks that this is the big code MS SHE.

Category sales first reason.

This is not a simple empty talk, opening MS SHE Tmall shop, shop dynamic score of 4.9 points, and many styles of clothing scores are also concentrated in 4.9 points.

Not only that, Zhang Jingwei said, the return rate of MS SHE is far less than other big codes.

It is also lower than the ordinary brand of women's clothing.

Zhang Jingwei said frankly, the first users of MS SHE were attracted by visual packaging.

"We first used the external mode to shoot, followed by the fat mold, which was the most popular way of shooting.

But the continued growth of brand sales is because we have been very concerned about the quality of products and doing well in the supply chain.

Big yards are not big ones.

In many people's impression, big size women's clothing is a larger version of ordinary women's wear.

Zhang Jingwei said, far from it.

Most of the fat people are not very fat in the calf and small arms, but the big arms, chest, waist and buttocks are fat.

Some people are fat and some parts are not fat.

Although they are all fat people, they also have different shapes.

This requires that when a garment is put from a standard code to a large yard, it is not to put the code in proportion to the ratio of one to one, but to take into account the needs of different types of human body.

Not only is the version problem, but also the large size women's clothing has its own special requirements for fabric: enough elasticity, tearing force, anti pilling and breathability.

This is due to the fatter characteristics of large size women's clothing users.

So the fabric of MS SHE80% is purchased by oneself, and the fabric factory is required to be specially made.

Because of the special needs of plate and fabric, it is very difficult for large size women's clothing brands to find suitable processing plants.

There is no single factory producing large size clothing. This requires processing factories to have a large format for every large size female dress, and large size women's dress is more meticulous and strict.

Many quality factories are not willing to take orders for large size clothes.

In order to solve this problem, MS SHE can only find small factory cooperation, and get the favor of the factory through monthly payment, and also strictly control the quality of products.

Zhang Jingwei introduced: "we will examine the products sent by factories one by one.

Now the general online women's wear brands are usually checked or not checked. "

Fat girls also need variety.

In addition to MSSHE, fiber show and fiber wheat are also the top brands in Tmall.

But the billion power network opened several shops to observe carefully. Its clothing style was too small, and it was biased towards mature style.

An industry insider pointed out that Vancqueen, the Korean code of clothing, whose location is South Korean fashion style, has rapidly risen to the fifth place in the industry, and has a clear style positioning.

"Big code helps the Internet brand cut a cake from the dimension of the user's body, but it still needs a clear style positioning to focus on the crowd, so as to cover a broader market."

Previously, MS SHE tried to make the style younger, but the market gave a clear feedback: too young a style can not be sold, on the contrary, some classic styles are more popular.

How to protect users with more age and style preferences while ensuring the steady growth of MS SHE? Zhang Jing Wei chooses different brands to locate different users through multiple brands, and adopts multi brand strategy, each brand has a clear style positioning.

"Now the market size of women's clothing is about 10 billion."

Zhang Jingwei judged: "although Taobao Tmall has a lot of large yards of women's clothing shop, but the real brand mode of operation is still relatively small, the middle and high-end lines and strong style still have opportunities."

Now there are two sub brands of Mu cocoa and JazzChun under MS SHE.

MSSHE's brand positioning is elegant and sweet; mococo MCC is American leisure; JAZZCHUN's location is European and American jazz.

It is understood that MS SHE will continue to launch the new big size women's brand in the future. It will be launched every six months for a new brand, and is now preparing for the new brand to be launched in spring 2017.

The minds of the users who occupy the fat group are far from enough.

Zhang Jingwei said that the future will create more large code brand, will involve large size men's clothing, large size children's wear, big size shoes, and some weight loss and health related categories.

"We need to serve the large population in the country, and this market may expand abroad, and more fat people abroad."

How to achieve super low return rate?

Unlike ordinary women's clothing, the return rate of large size women's clothing is generally high.

It is not difficult to understand that fat people have higher requirements for size because of their size limitations.

The fact that online shopping clothes can not be tried on clothing also leads to greater uncertainty. This uncertainty is well controlled in ordinary clothing, but it is a problem in big size women's clothing.

A user pointed out that skinny people can basically wear a bust size, but fat people need to look at the details of their shoulders, sleeves and waistlines.

"Because of the different parts of the fat, the same clothes will be worn out completely different effects."

Zhang Jingwei said that the return rate of MS SHE is lower than that of ordinary online women's wear brands.

It is not easy to do this.

MS SHE starts with product development and takes into account the design of the different types of fat girls.

And in the process of user purchase, customer service will give very specific opinions.

MS SHE has done a lot of work in customer service training, not only has experienced customer service training for new customer service, but also the company will specially give customer service training what kind of clothes the crowd is suitable for, so as to provide more professional services for users.

In addition, MS SHE has more than a dozen fat girls, and these girls form a trial group.

They spend half an hour each day trying on all the clothes they arrive, and writing customer experience and giving advice to users.

At the same time, the trial team can also find problems in garment production. These problems will be fed back to the production department, and the production department can improve and improve the products according to these opinions.

In order to solve this problem, MS SHE gave up too many modifications to the model trying picture. All the pictures were just showing the front, side and rear photos of the model after putting on the clothes.