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Japanese Shop Management Secrets: Necessary Information Collection For Merchandising And Procurement Activities

2011/7/2 16:22:00 76

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Merchandising Procurement

Successful experience of Japanese fashion buyers

Kawabata Yonosuke: Japan

Fiber industry

Editorial editor of industry association senior consultant of Beijing Shan Gu vision brand image design company

Internet, mass media, fashion information and shop information are becoming more and more complicated.

In this era of information overload, how should buyers and merchandisers accurately extract effective information?

Store information

Most buyers rush around the fashion capital to collect popular information, but forget the most important element -- store information.

Store information is the true portrayal of the scene, through terminal sales activities obtained from terminal customers on the design, size, color, price and other opinions and wishes, truly reflect the voice of customers.

In addition, through the sales management of every shelf in the store, the latest commodity trends, such as best-selling goods and unsalable goods, are indispensable sources of information in purchasing activities.

Purchase channel information collection

The first is to capture large industries.

exposition

The exhibition information of clothing brand.

In the exhibition, we can get important information such as planning, geographical information, price band of each category, central price curve and so on.

Secondly, we should not ignore the information from people who are responsible for shopping guide and business planning.

New product design, color, fabric tendencies, market best-selling products and other information collection.

In addition, we should also grasp the work of commodity organization and production, and verify the order of goods.

Market information

Visit the popular shops and stores in the business circle, and grasp the costumes style, intentions, values and so on.

Moreover, we should investigate the popularity of concentrated shops, grasp the composition of the consumer class, understand their needs and values.

It is of great reference value to grasp the characteristics of business circles to conduct in-depth investigation of large commercial facilities and to understand the sales floors and store information of people.

Competitive store information

Investigate the central customer layer and style of the competing store.

shop

Commodity category and commodity division, grasp the strengths and weaknesses of the opponent, and gain an in-depth understanding of the opponent's competitiveness.

Taking such information as the core, we will enhance the combat effectiveness of our own brand according to the target customers' information, best-selling products, new listing products, shop display methods and market positioning.

Popular information

The world's top designers released clothing display, fabric display, color trends.

From these popular information, we catch the trend change of season style, edition, design and color tendency.

Clothing information: from Paris fashion show, Tokyo fashion show, New York fashion show, Milan fashion show and so on, to extract the main style, style, design, decoration, core fabric theme, central color and other information.

Fabric information: Premi reVision, PittiFilati, JapanCreation, from international and domestic clothing exhibition, material exhibition to collect material tendency information color information: international popular color organization, JAFCA COLOR, FASHIONCOLOR, latest display of theme color, continuation of the previous season's basic colors and other information collection.

It is necessary to collect information in a planned and continuous way to ensure the accuracy of procurement and merchandising.

Dress magazine information: we need to work hard to sort out popular magazines according to the styles of customers. We should collect thematic information about fashion dress collocation methods, categories, colors and so on from the fashion magazines that brand positioning customers often read.