Finding the language of fabric and clothing docking

Established in 2005, PPG (Batch Kyrgyzstan Garment Network Direct Marketing Company), through the integration of e-commerce and traditional retail industry, relying on the call center for sales. Soon its low-cost bundle strategy became a dazzling new star for online men's clothing direct sales websites, making consumers feel that “even if the products are not good, they will not lose out when they buy it once”, which inspires their initial purchase behavior.

Accompanied by large amounts of media, television media advertising fees, popular celebrity endorsements, in 2007 PPG boarded the highest peak of his career. Even at this time, the company did not put its customers first, and complaints about the products “rough work, shrinking water, and unsatisfactory returns” abounded on the Internet. After losing the customer’s trust, the PPG has come to the fore with cheaper products and large-scale advertising investment.

In January 2010, PPG was sentenced by the Shanghai District Court to establish an economic compensation liability, its bank’s 1.8 million yuan deposit was frozen, and the company’s surplus materials were also removed. "DELL in the apparel industry" fell to the ground.

With the popularity of Van Gogh, Amazon, Jingdong Mall and Taobao's large number of apparel companies in the segmentation of clothing, this type of news has emerged one after another.

E-commerce encounters difficulties. Many experts attribute it to the fact that they have not achieved “light assets”, and large inventories have become the biggest problems plaguing their development. At the beginning of this year, it is said that in the Pinghu area of ​​Jiaxing, Zhejiang, some e-commerce vendors have accumulated large quantities of product inventories. The garment professionals who saw spectacular scenes of inventory sighed to the author, and some e-commerce companies are likely to eventually die in inventory.

There are many reasons for producing clothing inventory. We can find out the problems in the style, fabric and quantity. However, when the author had the opportunity to contact the fabric buyers of those clothing e-commerce providers, he felt that there was a problem with the connection between the fabric supplier and the fabric supplier. This non-smooth docking may leave hidden dangers for the quality of their products and adversely affect their survival. influences.

In the process of the author's visit to Shaoxing Textile City, the professional matching found that the understanding of the fabrics by the garment buyers and the docking of fabric manufacturers presented a problem of language barriers between the two parties.

The fabric companies have thrown out one of the terminology terminology, and the clothing company's buyer is a bunch of adjectives. When these "nouns" and "adjectives" are docked, comedy effects come out.

Fabric enterprises introduced to the purchaser their own fabric "warp, yarn, yarn, weight, density," which is how much, and apparel fabrics buyers look confused, they interrupt the fabric merchants, directly asked "There is no Feel slippery, thin but not transparent, textured fabric?"

Fabric manufacturers have heard this problem and immediately changed their service mode and produced fabrics that meet these adjectives for purchasers to choose.

“The last time we had a very popular costume, but the buyer did not reflect that our fabric was not good enough and the discoloration was serious. Are there any non-fading, light-weight, colorful fabrics?” said an e-commerce purchasing manager. Ask fabric suppliers. Because this description is too general, despite the fact that the fabric supplier recommended the buyer in accordance with this information, the buyer did not find his “ideal” fabric eventually, and lost; the seller did not sell his own fabric, face Filled with helplessness.

Another experienced buyer describes the product he needs: “How much the color fastness is, how much it weighs below, and what color knitting fabrics are.” After listening to the description, the seller quickly came up with his own fabric. Samples, soon after the two sides deal.

Any industry has its own language, which is commonly referred to as a term. Similarly, fabrics also have their own language, but also have their own professional terms. In terms of technical description, e-commerce buyers need to understand the raw material composition, including the density per cm, the grammage of the surface per square meter, the number of yarns per base line, the strength, width, and length of the engravings per weft. In the shrinkage, color fastness; in color, whitening, black, milk white, red, purple, purple, green, gray, jade, yellow, khaki, snow blue, bronze, plum red, dark green, green beans , navy blue, sky blue, pink, beige, orange, camel; in terms of quality standards, there are OEKO-TEX STANDARD 100, ISO9002, SGS, ITS, AATCC, M&S; color fastness, dimensional stability, appearance durability, Tensile strength, tear strength, seam slipping, anti-pilling, pilling, abrasion resistance, water repellency, water resistance, fabric density, yarn count, grammage, etc.; many types of fabrics, plain, twill, satin Face, enamel, jacquard, burnt-out, pongee, plaid, sliver, double-layer, bi-color, HuaYao, Goldsmith, Chiffon, Qiaoqi, Taslan, stretch fabric, denim, oxford, canvas, polyester Cotton, polyester, white striped, black , Air tooth spinning, washed cashmere/peach skin, cardan velvet, cashmere velvet, glass yarn, etc.; in raw materials, polyester, nylon, acetic acid, cotton, cotton, silk, artificial silk, silk, spandex, long Silk, staple fiber, black silk, cationic, triangular profiled wire, air textured yarn, microfiber, fully drawn yarn, pre-oriented yarn, drawn textured yarn, drawn twisted yarn, and the like. These classifications are very complex, and they are only one of the color fastnesses. There are soaping color fastness, rubbing color fastness, light color fastness, perspiration fastness, water stain color fastness, chlorine bleach white fastness, etc. .

Cognizing these languages ​​is a very large system project. It is obviously difficult to achieve in a short time, and sometimes even unnecessary. "People who buy fabrics don't need to understand it too well. Their description is just as clear as pointing." A fabric company told the author.

Fashion is integrated in the fashion world and buyers are not a fresh word. The so-called buyer (BUYER), in accordance with international common practice, travels to and from around the world, often pays attention to various kinds of information, masters large quantities of information and orders, keeps in touch with various suppliers, and organizes some sources of supply. Satisfying the diverse needs of various consumers, the industry in which such people are involved ultimately creates surprising market value. Buyers must stand at the forefront of fashion trends, understand the industry norms, the ability to identify goods, be sensitive at the right moments, buy what they think is suitable for low prices, increase sales, and earn a certain profit. This is the basic quality that buyers must have. Buyers tend to buy some goods when they are on sale or go to the cheapest store in a certain brand, and then go to the right place to raise some prices for sale. This requires a very strong understanding of fashion.

The job of the buyer in the new clothing market is no longer a fashion role. According to the information provided by the United States and the British Retail Trade Association, the work of the buyer in the retail industry is divided into processing data, analyzing data, supervising sales, and monitoring. Inventory logistics and other information, because the retail industry is relying on goods and sales to improve sales every quarter, every year, so more buyers are still linked to the interests of the same industry, they call them "fashionable traffickers."

The buyers mentioned above are actually foreign buyers. Chinese buyers are another example. In China, positions that are similar to buyers are merchandising and purchasing, but these two occupations are only a small part of the work done by buyers.

However, some changes occurred quietly. In recent years, many professional clothing colleges have set up professional fashion buyers, and some corporate recruiters have also begun to look for qualified fashion buyers, attractive salary. On March 28th, 2012, the first China Youth Fashion Buyer Contest sponsored by the China Garment Association and the China Fashion Design Association was launched in Beijing. The fashion buyer has become an emerging emerging fashion industry in China.

The influence of buyers on the apparel industry chain is very large. From the point of view of brand operation, the most critical point for buyers is to shorten some of the earlier processes, such as product development, design, proofing, etc. It can be understood that using a buyer only brings all the designs of the company. Adopted and then completed by the manufacturer of the order.

Obviously, if the intermediate lengthy process is eliminated, the buyer only contacts the two terminals, the specialty store and the manufacturer, which is very advantageous for reducing the clothing inventory. "Our goods are not displayed in the shop or on the way to the place." This sentence may be the best expression of the role of the buyer in the operation process. Buyers understand the design, are more skilled in the market, know more about the details of clothing, like fabrics, processes, processes.

From these analyses, we can see that the buyer is actually mastering a language. This language is the language link between clothing, fabrics and fashion, and such a docking allows the entire garment industry chain to profit, and this is to find the fabric The magic produced by docking language with clothing. In this sense, the development process of the garment industry is actually the process of language matching between garments and fabrics.