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Knowledge Delivery: The Growing Hand of Buyer Law
In the Business Club meeting on October 25th, it was emphasized that market training is the most effective way to succeed in the fashion industry. One example discussed was a domestic buyer who caused a company to lose over 4 million yuan due to a lack of financial knowledge. He Qiang, a representative from the industry, noted that finding a good buyer today is extremely challenging, as many candidates fail to meet the necessary standards.
As a result, some responsibilities traditionally handled by buyers are now being taken on by brand managers. Dong Yan, a fashion planning director at Zhonghe, explained that while these individuals may have some of the required qualities, they often lack the professional expertise needed. In China, most buyers come from sales or design backgrounds, and there remains a significant gap compared to their European and American counterparts.
For instance, salespeople often have strong market analysis skills but lack an eye for aesthetics and trend awareness. Wang Xiangsheng, a seasoned buyer, pointed out that this profession requires extensive training and a deep understanding of market trends, finance, and statistical analysis. Yao Xiaoyun added that buyers must also understand clothing design and have a keen sense of fashion.
Bu Hong, director of Xi'an Diandian Clothing, highlighted that a successful buyer needs both artistic taste and a sharp market sense, along with rational thinking and emotional insight. According to Yao Xiaoyun, two ideal profiles for transitioning into buying are designers with creative skills and sales professionals with strong analytical abilities.
Shao Ligang’s trainees typically come from companies with years of experience in design and sales. However, not everyone follows a traditional path. Chen Hao, for example, became a buyer after living in Japan and the UK for over a decade. Her experience in image packaging for artists led her to open a store in Beijing and eventually start a business importing international brands.
Similarly, Yang Yi transitioned from a retail sales role to becoming a buyer after conducting data surveys. Li Yanyan, who began as an assistant to a professional buyer, gradually gained experience through hands-on work. She constantly updates her knowledge and cultural awareness to stay ahead in the industry.
According to Shao Ligang, buyers need at least a year of experience in the apparel industry to understand fabric quality, accessories, and current trends. Training is not something that can be done overnight. In foreign countries, aspiring buyers often spend several years in assistant roles before becoming professionals.
A U.S. fashion institute reported that without systematic training, it takes at least five years to meet basic buyer requirements. In Europe, fashion buyers are often trained in specialized programs, such as those offered at the Malanone Fashion Institute in Italy. These programs cover topics like buyer strategy, textiles, trend analysis, and financial management.
In contrast, Chinese universities offer few dedicated buyer programs. While some private institutions provide training, experts like Gu Qingliang from Donghua University suggest that more industry collaboration is needed to develop proper buyer education.
Zhao Ping from the Beijing Fashion Institute noted that theoretical training alone is not enough. Students need real-world experience and practical case studies to succeed in this field. Many companies, like Wan Jing’s, internally train their buyers, emphasizing the importance of starting from the ground up—mastering industry knowledge, understanding operational practices, and improving communication skills.
Wang Yueyan from Zhonghe Fashion Training Institute advised new graduates to begin as display designers, as this role offers valuable exposure to brands, markets, and buyers. Chen Yu suggested that aspiring buyers should start as retail guides or store managers, gaining direct consumer insights and market knowledge.
Yao Liying, a young professional aiming to become a buyer, has already built a solid foundation in market research and local preferences. As Wang Shiru said, without real-world experience and structured training, it's hard to become a competent buyer. The journey to becoming a successful buyer is long, but with dedication and continuous learning, it is achievable.