What Can We Do Faster Than Fashion?

In the face of the fast fashion retail market, how can the brand help itself?

The whole retail market seems to be fast fashion.

To reduce posture, we should adopt fast fashion mode, open all kinds of flash shops or watch and buy shows, and life shops like famous products, high quality products and natural awakening are springing up like mushrooms.

In the fast fashion area, this cake has been quickly carved up, so that the original fast fashion brand has to develop new ways, such as the introduction of various sub line brands to expand the audience, and even to enter the beauty industry to expand the brand influence.

In the case of being attacked by other people, all other fast fashion brands are on the road of decline. The designer fast fashion brand KM is not affected by the trend, but has opened more than 500 stores in a short span of two years.

What is the secret of KM's operation and how can it enlighten other fast fashion brands to save themselves?

"Fast, accurate and ruthless" use big data to make demand more pparent.

tradition

In July, we began to buy winter clothes, and brand businesses began planning for 6-12 months in advance. Such a long front is not only difficult to catch up with the latest trend, but also can not meet the latest needs of consumers.

In addition to the slow pace of business planning, the coordination ability of the supply chain system of the traditional apparel industry is weak. The upstream suppliers decide the production capacity. The downstream agents and franchisees decide the style design of the clothing, and the inaccurate judgment of the downstream will affect the later sales.

KM thinks that in order to stand out in the serious clothing industry, we must do a good job of the brain, that is, do a good job in commodity planning and produce fashionable fashion products that meet the needs of consumers.

Using the big data to collect all kinds of fashion trends, and quickly respond to the corresponding styles when the trend is just emerging.

In addition, this method is applied to store operation. KM has built a perfect information exchange platform, and all information from production to sales can be queried on this platform.

Under the function of the platform, the product team can quickly adjust the product structure according to the feedback data from each terminal store, and make accurate product prediction, so as to produce products that meet consumer demand.

At the same time, it believes that "smart stores" will be a major trend in the future, just as Amazon applies the "black technology" to supermarkets. In general, there are physical networking sensors on the goods, and the data that customers pick up and put down, which styles, preferences and styles, are all collected and recorded, and then used in commodity planning.

Efficient supply chain has become a fast fashion brand developed limbs.

If commodity planning is the brain of clothing brand, the rapid response of the supply chain system is its well-developed limbs.

The production process of traditional clothing is decentralized, and all semi-finished products are packaged and sent to the next production line after completion of a process. All kinds of raw materials and accessories are purchased after receiving orders. This slow rhythm can not meet the demand that is fast and unbroken at present.

In order to solve the problem of overgrowth of commodity lines, the method of KM is to improve the synergy between upstream and downstream, and establish a fast and efficient supply chain system, so KM can make a new money every two weeks in the 52 week of the year.

In order to enhance the synergy of all sides, KM and suppliers have formed a community of interests. The joint main suppliers and the upstream clothing suppliers and raw materials suppliers negotiate and negotiate with each other, forming a long-term cooperative relationship. Therefore, it is possible to shorten the unnecessary time in production.

When selecting suppliers, KM chooses suppliers who can produce single garments. The one-stop production line is more efficient than the "packaged" production line.

At the same time, KM cut down the intermediate links between production and sale of goods, so that the goods can be directly delivered to the terminal stores after they leave the factory. There is no so-called middleman, which greatly reduces the cost and time of production.

New media and creative marketing are effective ways to please consumers.

Many people say that today's market is a consumer oriented consumer market, so whether big brands or small businesses are struggling to please consumers, new media and creative marketing activities are undoubtedly the most convenient and effective means.

According to public data, KM official micro fans have exceeded 1 million, in addition to daily fashion information and product push, it also interact with fans in a very personalized way.

It is no longer a rigid relationship with consumers.

Marketing activities are not adopted by every brand, nor is every activity successful. Successful marketing activities must be those activities that are good for young people.

Playing cross border with bluegogo, inviting live webcast and opening the whole city are all good activities for KM. These activities not only keep pace with the current hot spots, reflect their spirit of keeping pace with the times, but also attract new users, revitalize the old customers, and better realize the sales pformation and achieve profits.

If you want to help yourself in a fast fashion brand saturated with the market, you can refer to the above KM practices, maintain good interaction with consumers, meet consumer demand, use actual actions to impress consumers, and enhance synergy between upstream and downstream, and open up all channels.

In fact, fast fashion brands can do a lot of work besides fast.