1 Big Data
The garment industry is a complex business, unlike other industries that develop a new product and sell it for years; A typical fashion brand needs to develop hundreds of products each season, in different models and colors, and sell in different regions. As the complexity of the industry increases, big data becomes increasingly important. The use and control of big data is of great significance to the brand clothing industry. Retail analysis is not only limited to the traditional extensive sales data collection, but also integrates multiple data such as video recordings, audio recordings, transaction records, and purchasing guide transcripts, and KPI is also more detailed. Who has more precise user resources, who will occupy more market opportunities. A shop three generations become the past, popular shops’ passengers flow is no longer the only.
Difficulties:
One of the problems with big data right now is that it’s just slogans. Each brand clothing company attaches importance to, pays attention to, but the entrance is difficult to find. Some companies are easy to build, but efficiency costs a lot. Sales departments are even too busy dealing with KPI, and dogma/formalism prevails.
2 Buyers gather shop
The channel level of the clothing industry is extremely compressed, the chain from factory to consumer will be infinitely shortened, and the C2M custom model of clothing will suddenly rise. The upstream is the revolution of the factory to the consumer, and the downstream is the counterattack of the buyer’s collection shop!
The struggle of the two forces, the middleman still exists, but the stronger the strong, the greater the great. This is a systemic change brought about by market and consumer demand. Multi-brand, full category, one-stop collection store, can meet the needs of multiple shopping, with incubation function of platform collection store, a strong sense of experience of lifestyle collection store, showing a good momentum of development.
3 Fans Marketing
The era of customer experience is coming, and the management is the fans! Clothing companies that do not gather fans will not be able to do anything. Those who benefit from the “fan economy” include JNBY, the country’s largest designer clothing brand. The retail sales contributed by JNBY members account for more than half of the total retail sales, and the complete fan system is considered to be the main driving force for the growth of JNBY performance. Another example is the case of Taobao clothing. A fashion designer, took a video directly selling clothing, can jump to Taobao transactions.
This is a typical case of drainage from Tiktok, Tiktok has a function: commodity window display, that is, it can be directly connected to Taobao. Tiktok is a natural place to attract traffic, and Taobao can be used as a trading position.
4 Personalized Context
The era of brand marketing is not only selling products, but also telling stories and selling culture.
For example, MAXRIENY and Sara Wong (Kevin Wong’s wife), who has loved fairy tales since childhood, are based on such dreams. As the design director of MAXRIENY, he began to make the MAXRIENY brand have an embryonic form, and use a brilliant pen to outline a distinctive fashion sense, making the MAXRIENY brand more vitality and more personalized. “Imagine that life is a castle, and every woman is the queen of her own life, requiring unscrupulous pride and self, sexiness and openness… MAXRIENY believes in the design spirit, it is through a bit of fantasy, a bit of court, a bit of nostalgic artistic sense, to build a secret castle in the city for young queens……” — Sara Wong, Design Director, MAXRIENY
MAXRIENY takes the lead in the scene experience, has an independent IP, and the decoration style of each store is like being in the fantasy court world. MAXRIENY specially made the “Fantasy Castle National large-scale tour”, just like Alice in Wonderland scenes restored to reality, European castle, mysterious back garden, cloud magic boat, music flower sea, fantasy magic book, autumn language elves….. It’s the perfect place for urban women to take photos. MAXRIENY puts more emphasis on consumer experience features, and personalized contexts give consumers more dwell time.
5 Factory Scale
The customer is big, the factory is small. “Now our factory has only 300 people, which is a lot smaller than the 2,000 people in the past.” A clothing company in Shenzhen is better at sales and design, and some clothes are currently outsourced to Jiangsu or Wuhan. Smaller factories feel more relaxed, giving people in charge time to think and decide on more important things, such as how to improve value-added services. Almost all domestic clothing processing plants are shrinking, tens of thousands of clothing processing plants into thousands of people, hundreds of people is not rare.
6 Network delivery channels
Yang Donghao, CFO of Vipshop, pointed out that the tail of the clothing industry is a normal phenomenon, clothing is a very personalized product, its cycle from design to production to retail link is very long, often reaching 12 months, even 18 months. Such an industry will produce a result: no one can accurately predict how many units of each SKU(minimum stock unit) of a brand’s clothing will be sold, which will inevitably produce tail goods. Under the trend of Internet +, consumers are becoming the driving force for the transformation of traditional clothing enterprises, bringing about this transformation is undoubtedly the new clothes with increasingly expensive prices in traditional stores, and the big-name clothing on the Internet at every 1 or 2 discount.
7. Cross-border marketing
Brands carry out cross-border marketing, one of the demands is to create buzz for new products or new brand actions, which means that the field of cooperation is best to have immediate characteristics. The apparel sector, as we all know, is a rapidly changing industry, which means that it can provide more opportunities for cross-border marketing. At the same time, the mature apparel industry can cooperate with as many brands as a cow’s hair, but also provides more options for cross-border brands. At the same time, for clothing brands, which need to inject a lot of fresh elements on a regular basis, participating in cross-border cooperation is simply a good thing sent to the door of inspiration. In this way, the cross-boundary interests of both sides are achieved. “I want to sell the idea of cross-border art as well as clothes.” When it comes to cross-border, “China-Chic” is the keyword that absolutely cannot escape this year. The significance of this crossover is not only the two brands themselves, but also the stories behind them. 30 years ago, People’s Daily published the winning works of Li Ning brand trademark collection, which is also the first media exposure of Li Ning brand trademark. 30 years later, Li Ning, known as the “light of national goods”, launched a number of joint fashion products, printed on the clothes of the People’s Daily, to create a real “report”. Two appearances at the international fashion week, Li Ning turned to lay the classic image of the synonym of “China-Chic“, and the crossover with the People’s Daily new media is more like a combination of breaking the dimensional wall.
8 Customization
As early as 2015, the market demand reached more than one billion, 70% of people in Europe and the United States use private customized clothing, and this trend and trend gradually popular to China. At present, China’s traditional garment industry has reached the ceiling of development, the advent of the era of information technology has cracked the ceiling of the traditional garment industry, and the relationship between consumers, producers and the entire garment market is being re-structured! A new system is gradually taking shape: that is, a consumer-centered clothing customization supply system. In the future, private customization will become a new fashion lifestyle, and personalized customization will also become the blue ocean of the clothing market! More and more consumers for personalized and differentiated needs, so that clothing customization has become a vent. Today is the Internet era, this era has directly changed people’s living habits and consumption patterns, which makes consumers, products and enterprises present an interconnected trend, at present, personalized clothing customization is also the world of “Internet + clothing customization”, traditional clothing brands are upgrading to meet the personalized needs of customers.
9 Personalization
The current mainstream view is that a strong sense of design and personalization are the wave of the future. Of course, every clothing brand every season, there will be some basic models, these basic models are to meet the needs of those who do not have high design requirements of the brand’s fans usually wear. Today’s metropolitan clothing, more in the pursuit of personalized, so the rise of many original designers in recent years. Mr. Zhu and Ms. Lin, who are partners and husband and wife, founded vmajor a few years ago after returning from overseas studies. Diversification is the trend of the future, original designers will not stay in the same place, and the products designed will not have obvious regional traces. The generation after 00s and the generation after 90s pursuit of personalization has made small brands more and more viable. Now do popular products, it is easy to drown in the brand sea, it is difficult to stand out. It is expected that there will be more and more such models in the future, which will be more conducive to the survival of small brands.
Post time: Aug-31-2023