The Four Kill Skills Of H&M'S "Quick" Formula

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Xiaobian network to introduce the secret H&M "quick" character formula of the four must kill skills.

As the second largest apparel retailer in the world, H&M has more than 3000 stores in 53 countries. Its ability to produce large quantities of new design products has been praised by the industry.

For traditional retailers, the period from design to production of a clothing product is 6 months, but H&M takes only two weeks.

So how can H&M be so fast?

A few days ago, Morgan and Stanley's analysts explained the mode of H&M and pointed out that

Become the four main elements of fast fashion retail giant:

First, have a large designer team to follow the fashion trend.

A H&M designer designs products in his office.

At headquarters in Stockholm, H&M employs over 100 designers specializing in the analysis of new fashion trends, and employs over 400 designers to integrate fashion elements into design products.

Its inspiration comes from a large amount of resources. T designers, media and competitors of famous designers play an important role in the formation of design products.

Two. Planners decide the inventory level of different styles.

H&M design office staff check sample fabric.

The designer team, buyer and pattern maker decide the inventory level of each product.

At the same time, the inventory classification will be customized according to the coverage of the store area and the type of store.

For example, the limited edition of fashion design will only be supplied in specific stores in the core market.

In addition, in order to reduce the risk of unsalable, the production volume of H&M products is also strictly controlled.

This strategy not only emphasizes the idea that consumers can buy fashion clothes at once, but also controls the potential risk of H&M reduction and sale.

As far as possible, avoiding price reduction is one of the key factors for H&M to maintain its gross profit margin since the 90s of last century.

Three, a large number of suppliers at the same time supply it.

H&M design office in Stockholm

H&M has a total of 20 procurement centers worldwide, working with more than 900 suppliers, mainly in Asia and Europe.

The purchasing center is responsible for placing orders with suppliers. The main task is to control prices, ensure timely delivery of products and supervise the progress of production.

In the Asian market, under normal circumstances, a H&M product from order to delivery time is 3 months, a few products up to 6 months, while in the European market, this time can be shortened to 2 to 3 weeks, the average level is 6 weeks.

Four. Products are directly pported to distribution centers around the world.

A H&M flagship store in Stockholm

After the production is completed, the products are ultimately allocated to each individual.

It will be pported directly from the production base to H&M in the global distribution center.

In this way, the intermediate delivery links can be effectively shortened, and a product can be quickly listed after design.