From Design To Ready-Made Clothing, Competitiveness Is Determined.

At the beginning of the new year, designers and teams of the garment industry have been busy. From analyzing the fashion trend to the qualitative design style, from planning to garment making, it takes about 2-4 months for each quarter.

Clothing enterprises have two spring and autumn orders each year, and some enterprises have two small orders.

According to the China clothing association's "2017-2018 China"

The development report shows that in 2018, China's casual wear brands will compete in the Chinese market and international brands in an all-around way, and the demand for products with high fashion and high performance price ratio will continue to improve.

Design procurement requires market prediction.

For garment enterprises, the most important link is the overall brand design style.

The reporter understands that every year there are two big orders in the clothing brand. According to the internal demand, individual brands will have several small orders each year.

After the fashion trend of the year shows, the brand designer team will combine their brand characteristics to explore the overall style and design details of the year's clothing, as well as fabric and so on.

Purchase, and then start the design version, and before the order will be made out of the sample clothes, the design cycle is mostly in 2-3 months.

Fan Yong, director of clothing design, Wang Xiaohe fashion designer, told reporters that Wang Xiaohe will participate in the China Fashion Week sponsored by the Chinese Designers Association every year. The most busy time for designers is March and October.

Wang Xiaohe has 4 orders every year. In addition to the fixed spring and autumn orders, the brand will also set up special orders for spring shirts and new year's wear every year in July and December.

In the annual fashion week of China, Wang Xiaohe's designer team will make clothes for the Fashion Week conference in the early February according to the popular elements, colors and fabrics of the year. In October, the spring and summer fashion week will make new garments in 8-9 months, and each design cycle will be about 1-2 months.

However, the procurement of fabrics will be booked in advance, but according to market decisions, some raw materials must be determined according to the prevailing trend of the season. Unlike the winter down, it can be purchased six months in advance.

Therefore, the procurement cost in some periods is also hard to avoid.

Mekas, founder of Chen Peixiang, a luxury luxury brand, introduced that Mekas had two big orders every year. The order in spring and summer will be around July, and autumn and winter orders will take place in March.

In April each year, the brand design team began to conduct market research from the aspects of popular elements and colors, and then developed according to the brand's main products, and produced the samples before each order.

To win the fashion week

For clothing brands, the importance of ordering is self-evident.

For dealers, it is the most important thing to make a quick and simple booking of goods, and for buyers, they must be more interested in small and high quality designer brands in fashion week.

First of all, most brands mainly sign regular clothing orders with dealers through regular orders, such as Mekas's specific orders in spring and autumn every year.

Secondly, some brands will have special activities such as promotion season. For example, after Cage's order, the annual promotion activities are the busiest time of the company.

Finally, there are still a few designer brands who can sign contracts with distributors through fashion week and other platforms. For example, designer brands in the China Fashion Week will participate in the fashion week's order meeting.

Fan Chung emphasized that there is no doubt that there will be more orders for brands that have the opportunity to participate in fashion week.

New products released on fashion week include custom-made and regular items. After the conference, many dealers came to sign.

According to past press release data, the blue and white porcelain series released by Wang Xiaohe in 2016 has received 5000 orders on the spot. After the brand took part in the October 2016 fashion week, Wang Xiaohe's order volume rapidly doubled 1.5 times.

In October 2017, 2 hours after the release of the brand, the Chinese American Spring Festival Gala signed 14 sets of cheongsam orders with the brand. At the same time, in 2017, Wang Xiaohe's franchisees had reached 230.

Personal needs bring clothing opportunities

In 2017, faced with the new situation of international demand recovering and domestic economic stabilization and improvement, China

The structural reform of supply side is constantly deepened. Overall, the development trend of "stable, medium to good, stable and medium quality upgrading" has been maintained, and the overall quality of the industry has been greatly improved.

According to China

The "2017-2018 China clothing industry development report" released by the association shows that in 2017, China's total garment production reached about 45 billion 600 million, an increase of 3.17% over the same period, including 17 billion 500 million woven garments and 28 billion 100 million knitted garments, representing an increase of 2.94% and 3.31% respectively over the same period.

At present, the field of domestic clothing consumption presents polarization. On the one hand, the supply of public products exceeds demand and competition is fierce; on the other hand, the supply of medium and high end products is insufficient, and the supply and demand mismatch restraining consumption increase.

With the upgrading of consumption, the men's wear market has come back.

In the past two or three years, many brands want to use men's clothing as a growth point, but the effect is not satisfactory.

Recently, with the rise of the new generation of consumer groups, the purchasing power of young male consumer groups has been gradually locked down by more brands.

In addition, clothing brands are gradually betting the development focus on the young market.

With the generation of consumers such as "post-90s" becoming mainstream consumer groups, many brands have taken measures to please young consumers.

When consumers' personality needs are more and more vigorous, they need more brands to satisfy their personal demands, which will help enterprises find better.

Cut in point, get higher market profit.

Dialogue executives

Chen Peixiang, founder and chief designer of MARCUSS,

Completing digital marketing with new retail stores

Reporter: in the 365 days of a year, which periods are the busiest stages of brand development?

Chen Peixiang: as a luxury brand, there will be two orders each year in July and March.

The designer team has a half year cycle from design, order, order to garment making.

For high-end men's clothing, designing clothes requires us to constantly use the dialogue among fabrics, dialogue between colors, and dialogue between patterns to show the beauty of diversity.

We choose the latest popular fabrics in Europe, and integrate the international fashion elements and artistic colors into the brand.

Reporter: in the past few years, many fashion brands have been hit by the market downturn. How did you get through this period?

Chen Peixiang: in fact, MARCUSS has not been affected.

2017 is the beginning of brand pformation and self pformation.

The brand breaks through in the aspects of commodity innovation, business model innovation and sharing mechanism, focusing on product design and brand dissemination; introducing Internet thinking into the existing management mode, inspiring innovation and innovation; establishing sharing mechanism, and sharing cake with partners.

Reporter: at present, more and more brands are distributing digitalized channels. How do you view the channel of online sales?

Chen Peixiang: offline stores mainly lie in the communication experience between brands and consumers, and they are also important media for building customer trust.

Especially for luxury brands, it is possible to achieve online channel pactions by gaining consumers' recognition and trust in physical stores.

It is expected that the new retail mode will be completed this year to pform the digital marketing and enhance the experience of the store.