What New Strategies Can Save The Price Of Fashion Suppliers?

Affected by the weakening of retail trade, many European fashion business operators in November 2018 suffered varying degrees of decline.

This directly affects the confidence of investors, making Asos, Farfetch, Zalando and other fashion business share prices plummet.

Many people in the industry pinched their sweat and thought that they should bid farewell to the era of electricity supplier dividends.

In order to save investors' hearts, despite the general reduction of annual revenue expectations, the fashion business operators still insist on launching new products and new services, trying to add new profit points.

In January 21st, the British luxury electric business Net-a-Porter launched the first series of children's clothing and multi brand collections.

This series of products is made up of several fashion brands specially designed for Net-a-Porter children's clothing. They will be sold exclusively on Net-a-Porter as a collection series.

The cooperative brands include Golden Goose, Lingua Franca, Yeah Right, Alanui, ATM, Chinti & Parker and Veja, for children aged 1 to 12 years old.

"New Year's Day is a very suitable time to launch children's wear series," said Elizabeth von der Goltz, global purchasing director of Net-a-Porter. "It's January, and children are about to start school."

Net-a-Porter President Alison Loehnis has also expressed her views on children's clothing in the interview with Vogue.

He believes that both men and women are no longer concerned with their own wardrobe style but are beginning to think about the way of life of the whole family.

Moreover, social media plays an important role in this process. Many parents like to send their children's photos to social media. Mother child dress and father child dress are becoming more and more popular in recent years.

Therefore, Net-a-Porter will have more market opportunities after the establishment of stable children's clothing business.

After expanding the new customers, Net-a-Porter and the Mr Porter of mens, the same group, immediately launched a "pre test and buy" service to consolidate loyal customers, naming Style Trial.

According to Net-a-Porter and Mr Porter, only EIPs customers, which are more important than VIP (Extremely Important People), can use this service.

Customers can try out a maximum of 30 items at a time, try clothes on their own or choose a private shopping consultant team from a retailer.

Then decide whether to buy it within 7 days.

Customers who live in parts of London, New York, Hongkong and New Jersey can also deliver orders through private meetings with shopping consultants, which tends to narrow the distance between consumers and retailers faster than private services.

Consumers using Style Trial will also get some small gifts and try and try out some personalized jewelry, watches and clothes.

The service will first be launched in Europe and the US market.

On the same day, the British fashion business Asos also announced the launch of a new product line -- home series Asos Supply.

Asos has set up a family design team to provide rich output, such as wall decorations, carpets, quilts, cups, pots and even jewelry saucers.

The products of Asos Supply are divided into three main themes: Eclectic Luxe, Cool Minimal and universal Traveller (Global Traveller).

This series is the main medium and low price route, with a minimum price of only 10 pounds (about 88 yuan), and is scheduled to go public in February 4th.

CEO Rubin Ritter of Zalando, a German electricity supplier, has said that the results of poor performance of the fashion business are for several reasons: income is not as good as expected, and the increase in logistics costs leads to a sharp drop in gross profit margin, vulnerable to weather and low unit prices.

At the beginning of Asos, in order to reverse the situation, the first thing to do is to launch a big sales promotion campaign.

In view of the fact that Asos has been the fuse for the end of the year, the strategy of increasing the product line can be regarded as a fire to improve the performance.

When the consumption environment is low, there will be a bigger market for household goods at low prices.

Author: Jia Lin Wei