Is Clothing Product Dominated By Planning Or Design?

In fact, to a certain extent, the weight of design development and commodity planning will vary according to the design character and commodity character of clothing brand. In the process of collaboration, commodity planning is the input of rational market demand, and design development is the output of perceptual product development. The two complement each other. The company is dominated by commodities at the front end, combined with the design team, interpreting the popularity and the brand effectively and accurately, and finally becoming the leading benchmark in the industry in a few years.

A domestic high-end Women's wear The brand group is created and owned by the brand principal designer. Sales volume Up to one billion levels. External investors bring capital and new business ideas, which makes the importance of commodity planning increasingly prominent.

Now, the number of tempo and style increases or decreases. style The final decision and the key nodes such as orders are still dominated by designers, but the newly established commodity planning team still brings the gospel to the direct and dealer teams. The commodity planning framework based on rational analysis gives the two teams an unprecedented high efficiency and clear direction.

Another domestic high-end women's clothing brand group basically has no product planning team, which is a typical design dominant type. From the display to the structure to the pricing, the designer is determined by the designer's mastering of his own brand and product. Today, the whole industry is paying more and more attention to commodity planning.

The commodity planning team of a domestic clothing brand women's clothing department belongs to the leading representative of similar enterprises in China. The company believes that commodity planning and design and development teams should jointly ensure that clothing design conforms to fashion trends and brand positioning.

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In simple terms, the product mode is nothing more than the relationship between the balance number (width) and order quantity (depth). During the rise and fall of brand development, enterprises will pay more attention to the development of new style and new category, while in a stable development period, this problem is easy to be ignored. Enterprises should establish relevant mechanisms to immediately adjust the dynamic balance between the two in brand development.

A high-end brand of women's clothing can be described as a successful representative of "a small amount of money". The brand stores are large and the styles of products are sparse, and efforts are made to create a sense of hierarchy for each one. In fact, the brand is high and premium is high, and it focuses on improving the shopping experience of consumers. A small amount of money, in fact, is the story of unlimited service.

In comparison, a small amount of money may be more suitable for attracting fashionable consumers. The fashion brand of a foreign country keeps up with the trend of fashion week and street pads, with many styles. Consumers sometimes complain that often the brand breaks off the code, but this is the strategy of hunger marketing. But the key to this model lies in the support of the design team, scale effect and logistics maturity. Without these support, we will eventually learn a bunch of high cost stocks.

It is easy to cause inventory risk and there are many more product models. The domestic popular women's wear brands benefit from the deep penetration of the three or four line market, adopt a large number of models, speed up the market reaction speed, close to the international fast fashion brand refurbishment speed, pricing the people, the rate is not high, but the result is also good. However, once the demand for business is reduced, the risk of inventory will follow.

Contrary to the popular fashion of "fast fashion", a foreign popular clothing brand takes a slow basic way and adopts a small amount of money. The total number of SKU in a year is only 800, of which a large proportion is the basic one, that is, those with a large number of consumers and a large number of consumers buying back. The brand has already made product planning in the past two years, and the previous market research, consumer research and commodity planning are meticulous and leading in the industry.

Every 3-4 years, the R & D team will develop a series of new products with main concepts, or make breakthroughs in functionality or fabric. This kind of star products can sell for more than 5 years. There is no need for brands to follow the fashion trend. Besides the product mode, the brand's internal management ability is very strong, and its corporate culture is very unique.