The coolest business, the two brothers help you create an experience

What is the most valuable part of an enterprise? If you often read our magazine, you must be familiar with the "Industry Essence Pyramid". Its top level is "experience", and it's easier to succeed if you catch it. Because the function of products alone, in this competitive era has been difficult to win. So, how to provide the customer experience, will certainly let you have a headache.　　Don't be afraid, someone will help you. Today I'm going to introduce you to a really cool company that's doing business to help you get to the top of the pyramid. Its customers are basically clothing enterprises.　　The company sends a large number of people around the world to collect fashion information and provide it to customers instantly. This business is really good.　　The company's founder Wurth brothers (Marc&julian Worth) only invested 1 million pounds, and 7 years later, it was bought in 280 million dollars.　　So, the brothers helped you achieve the most valuable part of the business model, and their business model gained huge capital gains.　　The company, known as the "World of Wgsn,worth" (Golbal Style receptacle), was founded in 1998. Do you see the trend in the fashion industry? That's selling "fast fashion." What good is that? If your clothes won't be reduced in the future, will the customer buy your clothes right away?　　But what if the clothes are not good to sell, or if the season is over? "Quick fashion" (Fast Fashion) solves this problem. The magazine we published earlier introduced the successful model of "sa la" (Zara), which is able to launch 12,000 new styles a year, a garment from design to sales, and a minimum of 12 days.　　Not only quickly reflect the trend of fashion, but also because of many styles, each garment in short supply, unequal price has been sold. "Fast fashion can create more market turmoil for a shop." Consumers know they can no longer rely on the price of their products, they must buy it immediately, and retailers may transfer the price of their products to another store for sale.　　Kris Miller, head of the North American retail department at Bain Consulting (Bain & Co). Wurth Brothers seize the fashion trend, collect the latest fashion information, through the Internet (www.wgsn.com) real-time release, do is the coolest business.　　Its customers not only have "sa la", there are H&M, Adidas and other fashion giants.　　The Wall Street Journal called it the "secret weapon of the fashion industry," and the FT called it the "Bloomberg News agency" for the fashion and fashion industry. In 2005, Emap bought it for 280 million dollars, which was 20 times times the operating profit of the year.　　The brothers also achieved their goal in the business plan: to cash in at a price of 100 million to 150 million pounds.　　The fashion industry sells "fast fashion" the most successful fashion companies, selling "fast fashion". "Fast fashion" means that fashion development is closer to the sales season, even during the season. It generationTable "Many varieties" and "small batch", to attract consumers to come to try. Fashion Products depreciation 0.7% per day, 10 days in advance to sell, less depreciation of 7%, gross margin can be increased by 13%. "Sa la" clothing from design to sales, the shortest only 12 days. 12000 new models can be introduced each year, the average customer visits 17 times a year shop.　　Even leaders like Gucci are learning from him, releasing a new product every 6 weeks. "Wellec" helps fashion companies achieve "fast fashion". Through the network, it publishes daily trend analysis and news services, and also provides retail monitoring.　　This helps businesses reduce the time and expense of business travel or make business travel more efficient. Accurate information reduces the probability of making mistakes.　　Users can simply log on to the site and see more than 500,000 Web pages that have been visually displayed, dedicated to reporting on trends, which are updated every day and are inspired by designers.　　Prior to the creation of "the Hitts", Wurth Brothers sold "transferable Design" (Designs for transfers), which their father had run, and they thought "fashion trend forecasts" could make money. Fashion designers at that time often received thick catwalk fashion publications, including tailoring, fabric and color information. But often comes too slowly, the timeliness is bad.　　So the Wurth brothers decided to start the business and use the Internet to publish fashion information. The brothers ' ideas are very popular, George? Armani, LA, SA, Walt Disney, and Martha's are all "Wellec" customers.　　According to different needs, the annual service charge of "Si" is between 12,500 pounds and 250,000 pounds.　　"Www.wgsn-edu.com" also provides free educational versions of 1500 fashion and design schools in Europe, Asia and South America to help students get into the fashion world, hoping to bring the impact of the site to future businesses. "Cool" launched "Wellec" with more than 150 creators, and around the world hundreds of part-time "cool", daily monitoring of the world's fashion changes.　　"Walter always gives us a quick step," said Phil, director of New look.　　The creators are composed of senior authors, photographers, researchers and current observers, who react quickly. A few hours later, the fashion show provides a first-line analysis and a large number of pictures.　　A few days after the Big Show, you will be able to provide expert comments with hundreds of images, summarizing trends over a period of up to 1 years, and as short as 4 weeks.　　These forecasts are all-encompassing, from head to toe, with makeup and fingernails.　　WGSN's creators, with their familiarity with consumers, summed up the common parts of various brand designers, such as gold, such as egg-shaped skirts, and advocated, these designs magnified into a popular global trend. and "cool" are shuttling around the world, visiting Paris, London, Milan, such as "fashion capital"To attend the famous" Fashion Week ". They're tracking Louie? Vuitton, Gucci and George? Armani's top brands of fashion shows.　　A 8000-month window show for boutiques is available.　　"Cool" are widely used, they are also concerned about magic, Premiere Vision, ISPO, Pitti filati and ces such large exhibitions.　　Here, fabric traders push the next season of fabric, designers make it popular, they are standing behind the strength of enterprises and institutions, they want to sell what the next season is likely to be popular. The life forms of the top class are also within the "cool" view.　　Hollywood stars and global fashion people, all who can influence the trend, or lead a national fashion, they will not miss. "Oscar", "Tropez" (St. Tropez) and "Eliza" (Ibiza), are within their sight.　　Staff are walking around the streets during the day, with bars and clubs in the evenings, with one by one of fashionable men and women taking the shot. What does it mean to experience luxury "fast fashion"? Is that the public needs to experience "luxury".　　"Luxury" is originally a "top class" patent, but now different, ordinary people also need to experience the "luxury" to experience the top class "status." Everybody imagines Brad? Pete, or Paris? Like Hilton, the dress is stylish, especially in Asia. However, can afford a line of brand fashion, after all, is still a minority.　　Consumers like to have a few expensive clothes to meet the psychological needs of luxury experience. However, the figures show that consumers spend less on clothing each year than they do in total consumption.　　From 1990 to 2005, American residents ' clothing consumption accounted for the total consumption of "non-durable goods", from 16% to 13%. Therefore, enterprises to win in the mass market competition, reduce costs always have the limit, create new profits is the key. Companies cater to consumers ' "experience luxury" mentality and adopt a "fast fashion" strategy that gives them a sense of luxury.　　This product is called "masstige", not only to provide luxury taste, but also can be accepted by the public. Therefore, "fast fashion" represents the future of the fashion industry. Only like "sa la", "H&M", the continuous introduction of new products so that competitors can not guess, in order to avoid the failure of price competition.　　Because in many countries and regions, the clothing market has been too saturated, and Wal-Mart by cheap to eat up the clothing market, fierce competition. In this case, the research released at the end of 2005 from "Bain Consulting" shows that those retailers who provide "seasonal pop products" and "control the amount of stock" are the best.