Research On The Application Of CRM In Brand Apparel Agencies

Customer relationship management is a theory, which developed from marketing management. With the development of global economic integration and fury of the competition, more and more companies recognize the importance of customer relationship management in business activities. CRM make the effort to develop relationships with customers, maximize customer value, and get customer lifetime value. Since the1990s, the rapid development of information technology and its wide range of applications in enterprises, made CRM as a possible tool for today’s enterprises to adopt. CRM becomes the key to core competence of companies.The clothing industry is a traditional industry with wide product varieties, short production cycle, rapid change of trends and faster cash flow. Brand apparel companies can enter markets quickly and shorten the payback period to expand the production scale through agents. Finding a local agent is the most useful way for a brand apparel company to enter a new market. Agents play an important supporting role in value chain of garment industry. Brand apparel companies, agents and retailers restrict mutually, supports mutually, grow and develop with each other. Brand apparel agents require more in customer management. Establishing, strengthening and developing customer relationship become important means of market share.This paper discussed the customer relationship management from the perspective of apparel agents. Firstly, the paper introduced core management philosophy and development history of CRM. Secondly, we analyzed the demand of brand apparel agencies, and how to implement CRM. To achieve expected ROI objectives of CRM, brand apparel agencies should make comprehensive preparation, and implement CRM step by step. Including distinguishing different types of customer and adopting corresponding policies. In the following part of the paper, there is a real business case of CRM implementation in FYZ brand apparel agency.This paper aimed at exploratory study of CRM in brand apparel agencies and providing reference for the brand apparel agencies that plan to set foot in CRM.