Fashion Designer'S Monologue: Slow Down And Make Some "Corrections".

"Before we pay more attention to offline brand experience, there are no characteristics on line, nor does it match the style of short video, so it is difficult to promote online, and traffic can not be effectively gathered." YIAN brand designer Lu Enhua is not fighting alone. Affected by the epidemic, the offline sales of the clothing industry have not yet fully recovered, while a large number of garment enterprises are being affected, meanwhile, the independent designer brand is also facing a choice. Some personal clothing brand shops are being discounted, and more fashion designers choose to rethink like Lu Enhua and glor (founder of independent designer Page3): are they too heavy on offline channels?

Lockout problem

During the epidemic, many clothing brands were forced to suspend business or shorten their business hours. However, offline stores have not only affected the major clothing brands, but also experienced shop designers' brands and personal clothing shops.

"The epidemic is a big blow to our offline experience shop. Now we can only reduce expenditure as much as possible. After all, we belong to the newly emerging designer brand in China, which is relatively small. It depends on the sales situation in the following months." Lu Enhua told the Beijing Commercial Daily reporter.

Lu Enhua is an independent brand designer who has held many walks in China International Fashion week. The independent brand currently has THE YIAN STUDIO and paternity series, including regular sales and advanced customization, dress, cashmere sweater, cotton and linen antique and other products.

However, the stop is not just offline stores. To ensure epidemic prevention and control and ensure the health and safety of partners, spectators and staff, the Organizing Committee of China fashion week announced that the 2020/2021 autumn winter China International Fashion Week, scheduled to be held in Beijing in from March 25th to 31st, will be postponed. The new holding time will be determined according to the epidemic situation.

"Because the brand itself is relatively small, so the delay has no big impact on me, and the fashion week extension is also responsible for the public." Lu Enhua said.

In fact, in addition to designer brand, many individual clothing stores began selling clothing at low prices and discounts. A private brand clothing store owner said that although the shop was suspended, the rent was not suspended, and some clothes were sold at a low price in the circle of friends to return the funds.

Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd., said that small shops could not buy credit on account of less quantity, cash flow dried up, and cheap sales could return some capital. After all, survival is the only way.

Embrace flow

"Compared with the past, many campaigns were cancelled during the epidemic, which increased the creation and consideration of online traffic. Before we pay more attention to offline brand experience, online video is mainly recording form, no characteristics, nor the current short video style, so it is difficult to promote online, traffic can not effectively gather. Lu Enhua told the Beijing Commercial Daily reporter that the next step is to focus on online promotion, and hope that online traffic can be added to the offline.

In the same way, grad, who built Page3, was once very anxious to face the crisis, then gradually moved towards peace, and seriously reflected on the problems in the process of entrepreneurship.

In fact, rethinking online traffic is not just a designer brand. Recently, many clothing companies have begun to try new ways of online sales. As early as in February, mosang group, CABBEEN group, Taiping bird and other enterprises launched a community, small procedures and other sales methods. In March, Semir also launched a full marketing campaign to promote sales growth with the form of online shops and community promotion.

Cheng Weixiong said that the physical store is only a point, the service circles are limited, and will be affected by physical distance. If you open up the online port, you can make user groups touch more diverse, and are free from time, distance, geographical area, store area, season and other restrictions, and infinitely enlarge the experience service needs. Therefore, it is imperative that all outlets of the store should be in a position to play a role. It is especially important for the specific service area to serve the online users under the online and offline experience.

According to Lai Yang, vice president of the Beijing Business Economics Association, it is a general trend for clothing sales to turn online. However, due to the fact that physical stores still bring income to the enterprises, there are uncertainties in online sales, which makes it difficult for many garment enterprises to make full efforts to transform themselves online.

Brand remolding

"Niche brands have two sides. On the one hand, they are small and good turn around. On the other hand, there is no more capital or resources to support their development, and the risks they need to bear are relatively large. In the epidemic situation, the small brands are successful, and they can only be eliminated if they fail. Cheng Weixiong told the Beijing Commercial Daily reporter.

Affected by the epidemic, almost all the factories in Jiangsu and Zhejiang provinces have been shut down. The spring series of glare's clothing can not be shipped. Although the design of the summer series has been completed, it is still in the communication period. "In fact, no matter whether there is an epidemic or not, entrepreneurship itself is not easy, and it is a good opportunity for designers to reflect on the brand." Glenn said.

Lu Enhua told the Beijing Commercial Daily: "during the epidemic period, brands can slow down and make some" corrections ". This "correction" includes not only a re understanding of online traffic, but also a reconsideration of brand positioning. Brand follow-up may develop more adult clothing, because from the purchasing power, the adult outfit is better than the children's clothing, especially the designer. This is also consistent with the idea that I want to lead the personal clothing brand from small to public in the future.

According to Lai, minority brands will be impacted in the epidemic situation, but it is much smaller than traditional clothing companies with a large number of stores, and rethinking in the epidemic situation is also a good time to brand remodeling.

In Cheng Weixiong's view, self rescue is inevitable under the epidemic situation. Through online promotion is one of the ways to recycle capital, besides, we need to do well in revenue and expenditure, to strip off bad business and suspend investment in cash. At the same time, we need to strengthen internal operation, learning, training and upgrading, and lay a solid foundation for good internal strength.