Research On Strtegy Of Product Choice For Buyer Working For Casual Apparel Company

Fashion buyer are the very persons or group that are familiar with the fashion retailing market and know well about the designing and production. They are able to do quick reaction to the change of the market and fashion trend, and then make the purchasing plan in a scientific way. Before transferring to the garment sellers, they will select out and organize the goods from the garment producer or wholesaler first to achieve the target of profit maximization and brand development. The study on the product-selecting of the fashion buyer will be of great commercial value, because the product from the hands of fashion buyer will decide the development direction of the brand and affect the profit margin in the next quarter.The target of this paper is to solve the problems on the product development of casual apparel brands from the point of the existing development problem of domestic casual brands by introducing buying model. Based on theoretical research, the classification, responsibility, the relationship with other departments' staff and its station in the process of product development are confirmed through expert interview. Meanwhile, the five criterions of product choice are summarized which are consumer demand, brand positioning, fashion trend, the history record of product sale and product display. Then product attributes are concluded with the help of fashion design science and the attributes are analyzed and expressed mathematically. After that, Expert choice is used to analyze the data got from the questionnaire and the weight of the six main factors and their son factors can be achieved, which are style, color, material, quality, structure and price. The AHP model is built whereafter, and fuzzy synthetical evaluation is used to validate the consistency. And finally though the case study of the 2010 winter new product of metersbonwe and the adjustment of brand positioning of X brand, the model is used to guide the practical problem.The final target of the theory study is to guide the practice. Under the help of the model got from this paper, the fresh buyer can get a clear idea on the main factors of product chioce and grasp the basic rule macroscopically. So they can balance the importance among each factors and their internal relationship in a more scientific way. This paper, the topic of which is about designing and marketing, provide a referable research idea and method for the fresh buyer.