Enlightenment to my country's Fast Fashion Clothing Brands

Clarify your own brand concept

The establishment of a business, the first thing to determine is brand awareness. In the entire production chain, the net income of brand owners is much higher than that of manufacturers. The commercial value of brand owners is the highest, accounting for 30% to 40% of them, while the commercial value of manufacturers is only 10%. However, most domestic clothing manufacturers can only get the highest 10% profit, because it is only responsible for OEM processing, and the product style is determined by the brand owner. With the awakening of copyright awareness, consumers are becoming more and more Pay attention to the brand of the product. The two clothes have the same style and quality. The difference is that one is unbranded and cheap, and the other is ZARA, which is a bit more expensive. Most people will choose the ZARA one, even if it costs more. For a little money, even if there is no difference between two pieces, this is the added value of the product brought by the brand premium, and it is also one of the goals pursued by the company for a long time.

A well-managed brand can naturally retain customers for a long time. Customers will also have a sense of trust in the brand, and they will continue to buy branded products and even recommend them to their friends. Consumers still have a herd mentality, which is only seen on social software Through the push of related products, or the evaluation of the product from the mouth of friends, even if you have not bought the brand's products, you will have a sense of trust in the brand. To a certain extent, a good brand can achieve true word of mouth. word-of-mouth communication.

What enterprises still need to do is to remove the stereotypes in their own brands and portray a globalized brand image. ZARA has done a good job in this. The brand concept has gradually penetrated into every aspect of the enterprise, including product design and store display, etc. ZARA has been strengthening its brand image. The advantage of using this is that it can improve consumers' impression of the brand, and ZARA is originally European. Brands are different, and enterprises of fast fashion clothing brands in my country also need to pay attention to the difference in aesthetics between China and the West.

Taking a beautiful face as an example, the current Chinese aesthetic tends to have a small face, a pointed chin, big eyes, a high nose bridge and double eyelids, while the Western aesthetic is chocolate-colored skin, prominent facial features, and thick lips. Therefore, when Chinese fast fashion apparel brand enterprises develop overseas markets, they need to create a brand image that conforms to the aesthetics of the global market. They can standardize the brand image by participating in public welfare undertakings, upgrading customer service, and developing core products. In this way, when it comes to the brand , consumers can automatically associate the brand image.

Develop a featured marketing strategy

In the fast fashion apparel industry, the first keyword is "fast", fast design, fast production and fast update. China's fast fashion apparel brand enterprises have a long way to go to become an internationally renowned enterprise. There is still a long way to go. First of all, the speed of each link is not "fast". Take designing a piece of clothing as an example. Before leaving the factory, the clothing needs to be designed by the designer, the material of the clothing is determined, the inspection by the superior department, and the final review by the leader, etc. formalities. These tedious processes have greatly slowed down the operation speed of the enterprise. To put it more exaggeratedly, it will become an outdated slow-selling item when the clothes are on the shelves. Therefore, Chinese fast fashion clothing brand enterprises should innovate and simplify the preliminary procedures to ensure that the products can be put on the shelves in time.

The second problem is also a common problem faced by Chinese enterprises, that is, the long operating cycle after the product is produced. Most companies still use the traditional order fair system, which means that it takes a long time for products to go from production to sales, which can easily lead to a large backlog of inventory in the hands of the company, increase operating costs or even break the capital chain, restricting subsequent development. Therefore, Chinese fast fashion apparel brand enterprises should speed up the pace of reforming the supply chain, and adjust the production volume flexibly based on market response, which can greatly improve the overall operation efficiency.

In fact, Chinese fast fashion clothing brand enterprises can learn from ZARA, which is also a piece of clothing. ZARA's designers have finalized the fabric and pricing plan of the clothing when they complete the design draft, and can immediately notify the factory for production, which can save a lot of money. It takes time, and this is the capital that ZARA can ride in the fast fashion clothing industry. When we go shopping every day, we will find that the new models released on the international fashion show two weeks ago have already appeared on the shelves of ZARA. This is inseparable from the perfect cooperation of each link. ZARA truly achieves rapid design and rapid production. and fast update.