Fashion brand fashion buyer development journey analysis

As we all know, the key to the apparel industry is selling, and how to achieve good performance is the key point. What needs in the apparel industry at the moment? Here are some relevant analysis:

Scarcity of buyer occupations

These company buyers are really people love and hate, design companies are full of contradictory feelings from top to bottom. In particular, newly established small design companies have not accumulated much credit, and the boss usually has to work hard for a year and a half to get an appointment to meet with them.

Being able to see a buyer means that there is a chance to get an order, which means there is a chance of survival. However, letting these buyers place orders is by no means an easy task, and their process and results are likely to be extremely painful. In particular, when they purchase a branded product for their company’s “private label”, or because of market pressure, or because of a lack of security in their hearts, they often feel like they have selective barriers or decide to hesitate. The boss and designer don't give up on the skin. Some single woman buyers with emotional frustration (there are always so many women in this industry) are likely to see customers (usually always male bosses and male salespersons) as opportunities to seek emotional comfort or even to pass time. Three-fifth five came to sit and sit for an hour or two. The boss and the salesperson must be willing to take the initiative. It is nothing more than to wait for a moment when she feels good and sign an order. But this moment has not come.

"Private brand" buyers are even less about the designer's torture. From the models to the prints and the lace appearances, the three easy-to-design drafts are homely, and it's not surprising that the five changes are even easy. At that time, I often vowed to never wait for these mad buzzers in my life.

However, since I started to cooperate with domestic companies in the past two years and have also tried to become a personal brand. After experiencing all sorts of encounters, I have nostalgia for the American buyer system. In a society without such a system, I realized that their existence made it easier to open a dream of a fashion design studio. As long as the "I" design can impress them, the "I" small company can see the dawn of cash flow, and it will be able to enter the next quarter's cycle.

However, in the absence of them, this cycle will be much longer. After a clothing company completes design and production, how to sell is the most difficult. Unlike the United States, in China, how to sell is not how to find a buyer, but how can you have enough capital to go to a mall to rent a store or counter, or to a website to rent a page to open a shop. Shopping malls and such shopping sites are not traditional department stores. They do not purchase marketing, and they are more like real estate developers. They just rent space to collect rent. Like real-estate developers, they do not assume follow-up risks. All risks are handed over to them. A clothing company that rents their property. This is an impossible task for people like me who don’t have much idea about numbers.

Today, every city has more than one shopping mall, shopping is much more convenient, and items are more abundant than before. One can think carefully that these shopping centers are all strikingly similar, but that is the repeated repetition of those dozens of dozens of brands; the more capital they have, the higher the repetition rate.

I myself often miss Le Bon March in Paris. For so many years, its top layer has been selling needles, and it still retains my memory of old department stores. But now in Beijing, to buy a needle brain may only go to the farmers market. The result of capital's decision on the market is to make the market more unitary, and to let small commodities that are indispensable to withdraw from our lives?

Department Store Buyers Purchase Layout

The buyer system seems to be able to make up for this shortcoming to a certain extent. In the United States, apart from brand stores in almost all shopping malls, there will still be one or two department stores in the true sense of the term, that is, department stores that rely on buyers to purchase the layout. The brand counters in department stores are still purchased by buyers, so there will be such a situation: Even if the products of the same brand are different in Macy's in the Midwest and Messi in the east, it is because the buyers Different orders were made according to the consumer's body shape and hobby. Two other department stores in New York, Barneys New York and Henri Bendel, are exclusive names for purchasing young designers. They provide starting points for designing newcomers. If they are strong enough, these new brands may enter a more popular market. It's hard to imagine how these new design studios, which even studios can't afford to rent, can afford to bargain to Barneys to sell their own products, and how does Barneys differ from Bergdorf Goodman next door if they do not have these young designer brands?

The drawbacks of the buyer system

Of course, the buyer system also has many drawbacks, such as causing the department store system to be large and hard to return. However, a healthy and positive society must be a society sharing risks. Without such sharing, the richness and multi-levels of society can only be sacrificed. When I was in Beijing, I often thought that since the buyer had paid so much for me, I really had nothing to complain about.