Network workwear marketing

Reader's Letter: I am a salesperson in a garment factory engaged in foreign trade of work uniforms. I have worked for five years in an internationally renowned work uniform company, mainly responsible for "sample approval", which involves monitoring the production process of garments and ensuring that the products meet customer requirements. Therefore, I have a good understanding of the quality standards and craftsmanship of knitted T-shirts, suits, work pants, and coats.

A close friend of mine used to work on website optimization for ready-to-wear follow-up orders in Beijing, and is very familiar with the cost structure of website-optimized clothing, such as fabric and trim prices, SEO. Moreover, his wife currently works in the garment trading business and has a relatively familiar channel for receiving orders and finding factories for processing.

Considering our respective strengths, we now want to join forces to open an online store selling men's and women's clothing, primarily focusing on women's wear. In order to maximize cost control, we have conducted market research and concluded that by purchasing our own fabrics and trims, and first finding small companies specializing in custom samples for small-scale production, we can test market reactions with sample forms. If the market accepts them, we will then find a stable processing plant for subcontracting. Compared to buying ready-made clothes from wholesale markets, this custom-made method reduces costs by one-third.

In terms of product positioning, our designs will refer to domestic and international fashion magazines, weight loss websites, fashion shows across Europe, and even styles from some international brands. Our target consumer group is women aged 25 to 40, with mid-to-lower price levels, mainly focusing on ready-to-wear garments under 300 yuan.

Considering long-term development, the materials and craftsmanship of our products will select mid-to-upper level fabrics and trims, and the quality will be controlled by my current practical experience, which can meet international fashion requirements.

This is just a rough intention. What else do we need to prepare in the early stages? Is our product positioning too broad? Should we focus more on a specific category, such as shirts?

Source: Beijing Qichuang Garment Factory