ASOS Buyer Director: How Can Fashion Merchandiser Buy Goods?

According to the world clothing and shoe net, recently, a media interviewed the largest British company.

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Nikki Tattersall, the buyer's director, talked to her about her work in ASOS, how to see Bohemia's popularity in the previous two years, and to do business in 200 countries around the world.

How to choose goods, whether Trade show has any effect on buyers in the age of social media and so on.

Previously, Nikki Tattersall was buying at Etam and discount store T.K.Maxx.

In 2008, a ASOS with an annual sales volume of 81 million was added to the position of junior buyer.

Now she has done the job as a buyer director, managing a team of 100 people, 50 of whom are responsible for purchasing other brands, and the remaining 50 are responsible for ASOS's own brand.

Founded in 2000, ASOS now has about 6000000 active users, offering more than 60 thousand products, and creating its own brand, selling more than 800 designer brands.

Since its profit in 2004, its business has covered the world, including Russia, the United States, Germany and France.

In March 2016, Nikki Tattersall also interviewed, when her conversation and the reporter talked to coincide and cross.

We selected two valuable information in interviews, with emphasis on the following.

1. "Gypsy T-shirts can become popular because they don't pick people."

"When I was a buyer, I met Bohemia fashion very popular. It was a fashion brought by Sienna Miller and Kate Moss.

The gypsy T-shirt becomes an essential item, and we get the goods to store up.

This is a lesson for me. It is about how to seize the opportunity and maximize the potential of popularity.

Gypsy T-shirts can become a popular and rapidly expanding influence because they are still very good and don't pick people.

But at the same time, when a thing becomes popular, it is likely to shrink.

2. the worst thing about being a buyer is that consumers do not like what you plan to sell well, or underestimate a particular trend.

"Being an e-commerce buyer can work with different modeling teams to turn your vision into reality and sell it to consumers."

"The worst thing is that you plan to sell well, and consumers do not like it."

"The worst thing to do is to underestimate a certain fashion trend and not get enough inventory to meet consumption.

This is annoying.

This is why our team always encourages buyers to be brave, and we encourage buyers if they really identify a certain kind of fashion, they must start. "

3. of course, there are counter examples. Buyers who don't like products sell well.

"The last thing I like is a mermaid blanket I bought last year.

Everyone in the team knows that I don't like this single product very much, but consumers love it very much.

4. "the principle that I always buy goods from beginning to end is to consider globalization."

"The principle that always affects my purchase is to consider globalization.

ASOS will now be sold to 200 countries, which will largely affect the decision of the buyer team.

In addition, we attach great importance to the young consumers of more than 20 years old, and think that good fashion can be popular all over the world.

However, regional characteristics and weather will also affect our selection of goods.

5. "if you want to pick an unknown brand, then at least the brand is different."

"If you want to pick an unknown brand, then at least the brand is different.

ASOS has 800 brands of inventory, each brand can have its own characteristics, which is very important.

We are also increasing suppliers. Every year, there are 500 trips to find different sources of goods.

These trips will ensure that our buyer team has an international perspective.

But now the social network that affects consumers has also gained our attention.

6. while searching for new brands in social media, it is not a good picture.

"In the past few seasons, we are indeed changing the way we look for new brands.

The source of search has shifted to places where consumers prefer to spend time: Instagram, Pinterest and blogs.

Of course, we decided that we were not entirely on the right side of the picture, but it is very likely that we will have a chat with the directors of these brands directly.

7. but Trade shows is still useful.

"My team and I will go to trade shows all over the world, but it's just one way we find new brands.

Social media is playing a more and more important role in our search for new brands.

To a certain extent, this has changed the way we work. "

8.ASOS is also mining and nurturing young designers.

"Asos Fashion Discovery is a competition to explore young designers. The goal is to find some new talent and cooperate further.

As a result, we found two people, Elissa can do nice underwear, so we helped her find factories to cooperate with mass production.

Claire has invested 50 thousand pounds in her brand.

The two brands will be on the shelves in autumn.

ASOS is always supporting young designers, hoping to help and train them. "

9. "when buying goods and designing, we will analyze 15 customer segments in men's clothing and women's clothing".

"Consumers are more confident and know more than before.

Consumers are still following the trend, but they will also interpret the trend in their own way.

Because the ASOS target consumer group is more than 20 years old, it also gives us the opportunity to focus on their needs.

When buying goods and designing, we will analyze 15 customer segments in men's clothing and women's clothing, then confirm who is our real consumers, and then analyze their lifestyles based on them, for example, under what circumstances they will wear ASOS.

This theory runs through the process of designing, buying, modeling, selecting models and catalogues, so as to better communicate with consumers.

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