26 Essential Garment Industry Terminology In Fashion Circles

Most industries have their own concepts and terminology.

Just like cartographic symbols.

Terminology is also a language.

A language commonly used in apparel industry and used for communication.

Today, Xiao Zhan Jun speaks for you.

Interpretation of the clothing industry jargon that has to be known.

Operation mode

Direct camp

Interpretation /

Direct battalion refers to the direct investment operation of the company's headquarters, which is a brand oriented management mode that sets up branches or subsidiaries in different parts of the country. Compared with the franchise chain mode, it is called the direct company chain mode.

The direct battalion mode is a form of strength and scale for powerful large enterprises to expand their strength through merger and acquisition, sole proprietorship and holding.

Louis Vuitton Luxemburg store

Development trend /

Almost all well-known local clothing brands are built on the basis of agency system. Agent system plays a very important role in rapidly spreading the brand and improving sales. In recent years, recruitment agents have long been the choice of many enterprises. This phenomenon is very obvious in the international first-line brands. Domestic brands are also constantly adjusting the channel strategy and strengthening the management and control of the channels. Among them, some brands have also announced the withdrawal of part of the agency power, increasing the proportion of direct business.

Distribution (agent, franchisee)

Interpretation /

Distribution mode is widely used in the apparel industry, and distributors are an important channel for product sales.

In this mode, the company sells products to the dealer at a discount price, and then sells them through a self opening shop counter or a self checking store, and the dealer pays the corresponding operating cost accordingly.

Development trend /

At present, the four development trends of clothing agents deserve attention.

1, agents make rational use of resources and create their own brands.

Self created brand is a hot topic in the field of agents in recent years. There are also a number of clothing brands developed in this way.

2, agent multi brand, forming a dominant position;

3, the introduction of its own brand to become a channel brand;

4, joint regional agents form a joint effort. Some larger dealers can cooperate to establish a channel terminal.

A buyer

Interpretation /

According to the international common saying, it is always around the world that it pays attention to all kinds of information, grasps large quantities of information and orders, keeps contact with various suppliers, and organizes some sources of goods to meet different needs of different consumers.

Buyers must stand at the forefront of the fashion trend, understand the industry standard and the ability to distinguish goods, and be sharp at the right time to buy goods that they consider fit for a low price, sell at a low price, and earn a certain profit at a low price.

Development trend /

The buying system is very popular abroad, and its position is even more than that of designers. But the buyers in China are still at the initial stage, neither their duties nor the whole buyer's industry system is very clear, but they are buyers with Chinese characteristics; in China, the existence of fashionable buyers is the following:

1, the first category is the owner of boutiques, that is, multi brand collection shop buyer, is a channel buyer.

2, the second category is a full-time buyer who has the function of independent R & D, and is mainly responsible for the purchase of samples, fabrics and accessories, generally defined as brand buyers.

3, fashion boutique buyer, that is, the specialized personnel hired by large scale comprehensive retail channel operators, is responsible for discussing the cooperation between brand dealers and producers in commodity distribution and channel cooperation.

Foreign department stores, regardless of the high-end or middle end, basically use the buyer mode.

The buyers of department stores have not yet reached a climate in China, but mid-range department stores have begun to test the water with a buying system.

Bailian, Wangfujing, Yintai, Jin Ying and so on have begun to seek the self exploration of buyout system and set up a self run department.

It is a general trend to explore the centralized purchasing mode and improve the proportion of self operated commodities in department stores.

#Showroom

Interpretation /

The exhibition hall, which comes from the mature operation method of European and American fashion industry, shows the way of selling or ordering products through a space.

It is an important bridge between designers and buyers.

Project Crossover

Development trend /

Showroom has been developing in China for a long time. In the long run, it has many positive meanings for designers and buyers.

For designers, especially some cutting-edge designers, Showroom can provide them with other related services, such as market research, supply chain and so on.

These services enable designers to better focus on their own designs, and design risks and costs are greatly reduced.

For buyers, Showroom is closely following the pace of fashion week. In addition, overseas Showroom and domestic cooperation greatly reduce the travel time of buyers, and display and display prominently, so that they can efficiently and centrally place orders.

Buying shop

Italy Luisaviaroma buyer shop

Interpretation /

A business model developed by Europeans, based on the fashion concept of target customers, selects different brands of fashion, jewelry, jewellery, leather bags, shoes and cosmetics.

Such as Luisaviaroma in Italy Florence, Parlour X in Sydney in Australia, Dover Street Market in London, etc., are world famous buyers.

Consortium

Interpretation /

The company signs a joint contract with the department store, provides the venue and collection services from the shopping mall, provides products and sales management, and stores regularly settle accounts with the company after receiving the money from the consumers. The company sells the net sales to the company according to the proportion stipulated in the contract, and the company invoices it.

Concept store

Interpretation /

A brand shop specializing in creative design, creative shopping environment and culture related shopping experience is leading the fashion trend.

The concept store adopts the whole consultant sales mode to understand the needs and problems of customers, and introduce and recommend customized products for them.

Flagship store

Interpretation /

In the bustling city area, the largest scale, the most similar products, the most luxurious brand shop.

The word "flagship store" comes from the name of the brand center store in the big cities of Europe and America. In fact, it is the city central store or regional central store. It is usually a business or a brand in a district with the most prosperous area, the largest scale, the most similar product and the most luxurious decoration shop, usually only operates a series of products or a brand product.

Trustee

Burberry Beijing SKP boutique

Interpretation /

Brand Company and shopping malls, shopping centers, etc. have entered into joint contracts or lease contracts to get the stores. The company has signed a entrusted business agreement with the trustee, and the trustee hired staff to carry out the daily operation and management of the store. The company is still responsible for signing the agreement, supplying goods, paying the rent and invoicing, and paying the trustee fee to the trustee in a certain proportion of the sales amount.

Company

#SKU

Interpretation /

SKU=Stock Keeping Unit (stock unit), that is, the unit of inventory entry and exit measurement; taking clothing as an example, it can be a unit.

Single product: for a commodity, when its brand, type, configuration, grade, color, packaging capacity, unit, production date, shelf life, use, price, origin and other attributes are different from other commodities, it can be called a single product.

Qi Ping

Interpretation /

"Ping efficiency" refers to the efficiency of 1 square meters in terminal stores, which is generally regarded as an important criterion for evaluating the strength of stores.

Flat effect = sales performance, shop area, "Ping effect" can also be determined after the sales target, can check whether the store can achieve the goal set, facilitate the guidance of sales target or the display space of the merchandise store adjustment.

Unit price

Interpretation /

It refers to the average purchase amount of goods per customer, that is, the average paction amount.

The formula for calculating the unit price is: the amount of sales, the number of pactions.

Spike point

Interpretation /

It mainly refers to the percentage of the sales of the special store.

Proper noun

To fight for goods

Interpretation /

To fight goods is actually an extension of group buying, but buyers have become businesses that need to be purchased, and sellers have become wholesalers.

A single source requires a large amount of money. Retail stores require a lot of money, but many people are strong enough. Many retailers can join together to get goods together.

A batch of

Interpretation /

First class wholesalers.

Specifically, it refers to the business organization that produces or produces products under its own orders, purchases products from production enterprises, and resold them to retailers, industrial users or non-profit organizations, and does not directly serve individual consumers. It is located in the middle part of commodity circulation.

The two batch

Interpretation /

Traders who come from the first grade wholesalers to return to wholesale.

Single handed goods

Interpretation /

It refers to the number of codes in a plate (color), each holding one item. Two hands (goods) refer to the number of two items in a plate (color), and so on.

High quality goods

Interpretation /

Mainly refers to the low-grade, do not go to join the wholesale line of clothing products.

Most of the major commodities are not registered trademarks.

Imitation version

Interpretation /

Commonly known as copy.

It is to sell products that are sold by others.

OEM OEM

Interpretation /

Garment factories produce clothes and label others' brands, which are called OEM cards; many of them are not marked or hung up. Dealers sell labels and tags on their own, also called stickers. Dealers remove other tags on their clothes and change them to their own ones, also known as OEM.

Chinese version

Interpretation /

A better selling and selling version is a commodity that is in short supply and has a high volume of sales.

Usually, we sell a lot of products with high popularity.

Widely used in online shops, physical shops.

Near synonyms, Niu pin, explosive goods, exploding treasure, popular baby, hot selling goods.

#PP sale display

Interpretation /

PP is the main area of sight after customers enter the store, and it is the main display area of merchandise selling point.

The location is display cabinet, exhibition rack, model, store column and so on. The guide is responsible for it.

PP sales display displays the impression of regional stores, guides customers into the depths of each special store, displays the characteristics and collocation of goods, and displays the relevance with actual sales goods.

#IP

MOSCHINO flying girl

Interpretation /

The concept of IP is not the concept of Internet IP address, but the intellectual property right. It is the abbreviation of intellectual property. It is called intellectual property right, especially the intangible property rights, also known as the results obtained through intellectual creative labor, and is the exclusive rights that intellectual workers enjoy according to the results.

In the past two years, the term has been buzzed by cultural industries, film and television industry, gaming industry, publishing industry, planning and design services.

In many fields of intellectual service, if the designer does not have his own characteristic IP, it will be difficult to get a large share of investment.

Wave band

Interpretation /

Clothing enterprises in the shop on the batch of new goods, the general people will think that spring, summer, autumn, winter four seasons is the natural cargo band, if the brand has many stores throughout the country, it is necessary to combine local temperature changes on the goods.

Sweep the streets

Interpretation /

In the specific regional market, for the purpose of achieving the overall market, all retail outlets in the region are laid out, displayed and activated.

Commonly used in the market has been refined, relatively high purchase rate of product categories.

The method is divided into different slices according to the region, and the business personnel visit or tally the goods according to the route of the district. The effect of this way is not to miss a shop, so it is called "sweeping the street".

Shop for goods

Interpretation /

To distribute goods is to put their products into other people's channels first, and then to collect money after a certain time or after a certain account period. This is usually a common practice when new products come into the market or develop new fields.

Also known as "paving market" is a series of processes to persuade retailers to sell products of the enterprise. It is an activity between enterprises and distributors (or online distributors and offline distributors) to expand the market in a short time, and is an important foundation for the rapid start of the market.

"Distribution" is conducive to the rapid listing of products, and is conducive to the establishment of a stable sales network, which is conducive to the linkage of "one point driving the first line and the first line driving the other side".