Economic Sectors

Textiles / Apparel Industry

What is worry­ing clot­hing ma­nu­fac­turers and clot­hing re­tailers these days? Which fac­tors in­flu­ence their sa­les the most?

Fu­sion of sa­les chan­nels

One of the big­gest chal­len­ges is dy­na­mic cu­st­omer be­ha­vior across the tra­di­tio­nal sa­les chan­nels. On­line shop­ping is be­com­ing in­cre­asin­gly po­pu­lar, which is dri­ving up pro­duct and price trans­pa­rency. Smart­pho­nes are fu­sing over-the-coun­ter re­tail sa­les and on­line sa­les. Where and how the purchase ta­kes place is be­com­ing less and less im­port­ant to the con­su­mer. Howe­ver, mul­tichan­nel sa­les need to be bar­rier-free and fast. And if they are sta­ged as an ex­pe­ri­ence and dis­coun­ted, even bet­ter. Not only must the clot­hing in­dus­try be seen to meet these re­qui­re­ments, but the in­ter­nal sa­les chan­nels must also be se­am­lessly con­nec­ted. The sa­les chan­nels must func­tion alongs­ide one ano­ther in the com­pany wi­thout com­pe­ting. This un­ri­va­led coexis­tence ma­kes it ul­ti­mately ir­re­le­vant for clot­hing re­tailers th­rough which chan­nel the cu­st­omer ob­ta­ins in­for­ma­tion or purcha­ses items.

Fo­cu­sing on cu­st­omers, fo­cu­sing on the es­sen­ti­als

In the fu­ture, sa­les of items of clot­hing will need to be ge­ared more toward cu­st­omers if they are to be suc­cess­ful. On this ba­sis, the brand must be cle­arly de­fi­ned and the range of pro­ducts fo­cu­sed on the tar­get group. In­stead of in­cre­asin­gly ex­pan­ding pro­duct ran­ges, pro­duct de­ve­lop­ment should be struc­tu­red and fol­low cer­tain gui­de­lines. Ta­king a de­fi­ni­tion of the tar­get cu­st­omer as the star­ting point, this re­qui­res pro­duct ma­nage­ment that works in line with the tar­get group and in­cor­po­ra­tes any in­ter­me­dia­ries. Fo­cu­sing the pro­duct range squa­rely on the cu­st­omer ma­kes it pos­si­ble to have a smal­ler num­ber of line items, thus re­du­cing com­ple­xity, es­pe­cially in pro­cu­re­ment, pro­duc­tion, and lo­gistics. Fa­shion can be a very emo­tio­nal pro­duct for con­su­mers. Howe­ver, the de­ve­lop­ment of a fa­shion pro­duct, put­ting to­ge­ther a col­lec­tion and the fi­nal eco­no­mic re­sult de­pend to a large ex­tent on tech­ni­cal fac­tors, not just crea­tive as­pects.

Not jeopardizing brand positioning through knockoffs

Avo­iding knock­offs is cru­cial in the clot­hing in­dus­try. In ad­di­tion to care­ful pro­cu­re­ment plan­ning, this re­qui­res a de­gree of fle­xi­bi­lity in the de­sign of the pro­duct range that is de­fi­ned from the out­set. A smal­ler num­ber of col­lec­tion cy­cles in­evi­ta­bly re­du­ces the fle­xi­bi­lity to re­act to ex­ter­nal in­flu­en­ces and trends. What is nee­ded here are more fle­xi­ble col­lec­tion mo­dels. Short-term flash pro­grams in par­ti­cu­lar can ge­ne­rate more in­te­rest. Ef­fec­tive in­ven­tory ma­nage­ment and cle­arly de­fi­ned chan­nels for sel­ling off old stock help to main­tain a po­si­tive per­cep­tion of the brand.

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