Industry Elite Interpretation Of Clothing Industry

Q: what do you think of the golden age of Fujian style menswear in the past ten years?

A: in this era of rapid change, a successful business model will be out of date in three to five years.

The quality of extensive marketing mode is not high, but the cost is very high.

The idea of pformation is to make the best design, version and comfort.

We have hired a large number of engineers to carry out supply chain reform at the same time, reduce intermediate links, control production costs and improve quick response capability.

A: all along, the company has been expanding its products.

For example, shoes play a very small role in brand products. We have hired a famous European shoe designer. We have achieved initial results.

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It is possible to achieve full strength in shoes, accessories and other categories.

In the future, we will focus on highlighting the creative products with brand DNA. We still have much room for improvement.

A: I think the efficient retail mode will eliminate inefficient mode.

The retail efficiency of domestic garment retailing is not high, and there still exists a lag problem of three or four links in circulation.

So how can we compete with fast fashion? How can we compete with the brand of e-commerce? Therefore, only by reducing the circulation link, making products face consumers quickly, can we attract consumers with the highest price performance, so that we can occupy the dominant position in the clothing market.

The emergence of price war is not necessarily a bad thing, but will promote the brand's continuous improvement.

Q: what do you think of the future integration of the Internet and traditional industries?

A: the deep combination of the clothing industry and the Internet reflects the current situation of the traditional business's convergence to the Internet and the mobile Internet.

The Internet will also be traditional in the future. Every enterprise will set up an Internet business department, and the information department will pform from logistic support function to business driving function.

Q:LACOSTE clothing is already a huge leisure clothing empire. What strategies have you made for the next 5 years?

A: I mainly carry out strategic planning for the brand from three dimensions.

First, shift the key investment areas from Europe to emerging economies, such as Turkey, Russia, South Korea, Brazil and China.

Second, open more outlets stores, vigorously promote online stores, and boost retail sales growth.

Third, increase the diversity of products and expand the business of children's clothing products, footwear and leather goods and accessories business on the basis of the original core men's and women's casual wear business.

Q: how do you balance the contradiction between the brand new and the old?

A: I think a balance can be found between "new and old".

We stipulate that the training that all newly recruited designers should first receive is to understand the design characteristics of the brand used in the past, familiarity with the details of the classic design, and make breakthroughs on the basis of this previous work.