These designers have all undergone high-intensity training in THE TOP SHOP, and it is of course not a problem to design some basic clothing.

After the idea was opened, everyone spoke enthusiastically.

"If this fabric is used for casual wear, I think it is quite suitable for sweatshirts, the kind with or without a hat, which is very popular with young people. ”

"If this fabric can be treated lightly, it can also be designed as a casual long skirt in spring and autumn, and the warmth effect is first-class. ”

"Actually, you can also make a coat, although it won't be stylish, but casual clothes don't need to be too stylish, comfortable is enough. It's perfect for people who enjoy life and don't care much about fashion. ”

……

MACY said decisively: "I immediately contacted the fabric processing factory on the production base and asked them to come up with a batch of fabric samples first, and then according to the fabrics that can be mass-produced, we will start to design a full series!"

Now that she found that she could start from the fabric, Hu Xiaoxi's heart moved, she raised her hand and said: "My idea is this, since you want to make a classic, then there is no need to seek novelty." The most common and common combed cotton fabrics can also be made into classic models, and this kind of cotton cloth, we have several large factories, which has a great advantage in cost control. ”

MACY nodded appreciatively: "The most common and ordinary is also the most classic, but since we want to make it a classic, then we must control all aspects to the extreme! Let our consumers buy the most cost-effective clothing at the least price." ”

"In the same way, what are the classics, plaid shirts, slacks, jeans, these are all classics that have been popular for decades and have endured! Why can't we do this? If we price 100 yuan of clothes, and make the quality of 500 or even 1000 yuan products on the market, then it will become our classics!"

Although there is no Wang Ye to guide him, MACY has also discovered the real competitive core of fast fashion.

Fast fashion brands are cheap, fast to launch, and keep up with fashion trends

Fast fashion, which is characterized by "fast, ruthless and accurate" in the fashion industry, has risen rapidly, and the speed of new products arriving in stores is extremely fast, and the frequency of window displays is changed twice a week.

"Fast" means that fast fashion clothing always follows the trend of the season, the speed of new products arriving in the store is extremely fast, and the frequency of window display is changed twice a week. The fast, ultra-high frequency of updated fast fashion, always following the trend of the characteristics, so that the pursuit of fashion people rush to buy.

"Ruthless" means that the competition between brands is fierce, and the speed at which consumers buy fast fashion clothing can be comparable to brand competition, and it is common to do "moonlight family" every month.

"Accurate" means accurate. Designers can anticipate recent trends and design all kinds of trendy clothing in a short period of time.

……

But fast fashion also has a disadvantage, that is, it is popular quickly, but it also declines quickly. When the novelty of consumers has passed, it is easy to have a sharp decline in performance.

Because a standard fast fashion brand like ZARA, because it pursues speed too much, then cost control and quality control cannot be the best.

Therefore, people who often buy ZARA clothing will know that although the style of her clothes is very novel, the quality is really not complimentary.

Novelty can only attract people for a while, and only classics can attract people for a lifetime!

Therefore, the "preferred products" adopt a dual model, and the "preferred" is used to carry out early drainage and open up the market situation.

Then rely on the classic models of "excellent products" to really retain customers, and transform consumers who are greedy for freshness into loyal customers of their own brands.

Since Wang Ye can think of this, why haven't industry giants such as ZARA, Uniqlo, and HM done so?

It has to do with the philosophy of business leaders.

Like the founder of ZARA, he believes that the fashionable clothes produced by ZARA are originally fast-moving consumer goods, that is, these clothes can be thrown away after being bought and worn two or three times, because the price is very cheap.

This is true in terms of European income.

The average price of ZARA's clothing is around four or five hundred, which is at the peak of the company's heyday and the highest euro exchange rate.

In stores in Europe, twenty or thirty euros for a piece of clothing is not a bargain. With the income of European white-collar workers, you won't feel distressed if you wear it two or three times and throw it away.

……

And the founder of Uniqlo has the more real energy of an island country. He believes that clothes are a durable good, and as for fashion, what is fashion?

Therefore, UNIQLO devotes itself to studying fabrics and processes, and strives to reduce costs, and strive to make better quality clothes at a limited cost.

They developed the garment as if it were a car......

But Wang Ye is different from them, Wang Ye pays attention to "being inclusive and winning the strengths of all families!"

Even since fast fashion is the most popular now, then I want to do it, and since the classic style can be made for a long time, then I can't leave it behind.

Take advantage of the situation and follow the trend, this is the choice of smart people!

……

Now the classic models of "excellent products" have been basically determined, and the four main series are "polar fleece series", "plaid casual shirt", "combed non-ironing casual pants and shirts" and "jeans"!

These most common and common styles will be developed by the designer team led by MACY to make the most cost-effective classic products!

This is also with the support of the whole industry chain factory of the garment production base, MACY is confident to do it, because the cost can be compressed to the extreme.

Imagine, when the best products open, the clothes priced at one or two hundred, the style and quality are no worse than those that sell for five or six hundred or even a thousand yuan, how will customers choose? !

No one is a fool, and the average consumer is always looking for cost performance. When consumption returns to rationality, all the hype bubbles will eventually burst, and only the most cost-effective brands can survive and get better and better.

THE DIRECTION OF THE WORK HAS BEEN DETERMINED, MACY AND OTHERS BEGAN TO DEVOTE THEMSELVES TO THE BUSY WORK, WANG YE GAVE THEM NOT MUCH TIME, TWO MONTHS TO COMPLETE THE FIRST BATCH OF DESIGN, AND SUBMIT THE ORDER TO THE FACTORY FOR PRODUCTION.

Of course, this is talking about classic products, because these products are to be sold for a long time, and the production volume is naturally very amazing, and the factory needs to allocate resources to arrange the construction period.

As for the "preferred" products, it is not too late for the designer team to design after the "preferred" style begins to be produced.

This is the production of multi-style small batches, based on the company's current design and production capacity, a cycle can be completed in two to three weeks.

After the official opening of the preferred store, the designers' focus can be shifted to the design of the "preferred" style.

At that point, the "UU speed" of completing a round of loading in two weeks will tell ZARA what is really "fast"!

……

Wang Ye was not idle, he summoned a few old subordinates to his office for a meeting.

Liu Xinya, the former vice president of the promotion center of Huashang Brand Division, is now transferred to the same position and continues to be responsible for brand promotion.

Liu Jian, the former manager of the development department of Huashang brand division, is now the manager of the development department of Preferred Products. His work is very important and the pressure is also very high, because this year PreferUS will open a lot of stores, and the site selection evaluation of these stores has to be done by his department.

Chen Qifan, the former manager of the training department of Huashang brand division, is now the manager of the training department of Preferred Premium. He is also Wang Ye's old subordinate, he was confused for a while, and after his colleagues were promoted to managers, only he was still standing still, still a small employee.

Until Wang Ye discovered his expertise in training, he became the "Teacher Chen" recognized by the majority of franchisees of Huashang International.

……

"Sit down, we'll fight side by side again. Wang Ye smiled and beckoned him to sit down.

The three people who used to have a good relationship with Wang Ye were a little restrained, and with the improvement of Wang Ye's net worth, there are indeed few people who can let go in front of him.

"We don't have much time, and although we still have a few months to prepare, there is so much to do, so we can't waste time. ”

Wang Ye said solemnly, and Liu Xinya and the three of them sat down and listened to him carefully.

"Xinya, do you have any ideas for the promotion of the new brand?"

Liu Xinya immediately replied: "Since the new brand is to cover the widest range of people, then I think hard advertising is essential, especially TV advertising, after all, that is the most widely used communication method." ”

Wang Ye nodded, this kind of mass brand promotion, don't think about tricks, just rely on money to smash, and smash it so that everyone knows that there is such a brand, this is the king of promotion!

Of course, being willing to spend money does not mean spending money indiscriminately, and the money spent must have the desired effect, which requires a way to pay attention to it.

"Do you have any specific ideas?" Wang Ye asked.

"Big-name spokespersons, CCTV, satellite TV, or two more popular entertainment programs, such as Happy Camp and the like. Liu Xinya replied succinctly.

Wang Ye frowned, he vaguely remembered that it seemed that various entertainment programs had begun to emerge in the past two years, and programs like Happy Camp were going downhill, and they were not cost-effective.

"In this way, there is no rush in the naming of entertainment programs, I will ask a friend to see what new programs are available this year. Wang Ye commanded.

Liu Xinya nodded, indicating that she understood. She also knows that Wang Ye also has many friends in the media circle and entertainment industry, of course, she is more well-informed than her.

"In terms of spokespersons, I plan to ask Yiyi, what do you think, Wang Dong?" asked Liu Xinya.

She likes Xue Yiyi very much, she is famous, has excellent reviews, and has a good youthful and beautiful image, so it is just right to be a spokesperson.

Wang Ye shook his head with a smile: "No, Yiyi is not suitable, because her development direction is not suitable for being too many brand spokespersons, and I have better candidates." ”

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