CHINA FASHION BUSINESS

▼The following discussion and summary from the Coldy Fashion Circle address industry-related issues. These insights are the product of collective wisdom and do not represent individual opinions. The aim is to benefit industry professionals.

How to Clarify Post-Graduation Direction

The 2024 employment landscape presents unprecedented challenges for new graduates. A Zhaopin Research Report reveals that the employment rate for graduates is only 55.5%, a further decline from last year. Excluded from this statistic are graduates who choose freelancing, delayed employment (“slow employment”), or further education—all of which are rising trends, reflecting the harsh realities of the job market.

In the fashion industry, many companies treat campus recruitment as a mere formality. A senior designer with over four years of experience in fashion design, who frequently interacts with graduates, observed a significant reduction in internship opportunities. Some university professors have even resorted to personal connections to secure jobs for students. This situation stems from companies’ preference for hiring experienced professionals over investing in training newcomers.

As demands for professional skills intensify, graduates are increasingly polarized: proactive students meticulously plan their careers and accumulate practical experience during school, while others hold unrealistic expectations about salaries and work environments. For example, some fashion majors expect internship salaries of 6,000+ RMB in second-tier cities like Wuhan, while even in Shanghai, daily internship stipends typically remain around 150 RMB.

In this climate, graduates’ post-graduation paths fall into five categories: pursuing master’s/doctoral degrees, civil service/public institution exams, employment, studying abroad, and entrepreneurship. Recent trends show declining interest in studying abroad, while domestic postgraduate applications surge. However, due to heightened competition for graduate programs and economic pressures, more graduates are turning to teaching qualification exams or civil service exams, seeking to delay employment or enter stable government roles.

Practical experimentation is one of the most effective ways to identify a suitable career path. Experts advise listing all potential career directions during school or immediately after graduation, then testing them through short-term internships.

For instance, internships at multi-brand stores, designer brands, or other companies could involve roles like design assistant, buyer, sales, merchandising, visual merchandising, fashion photography, illustrator, planning, visual design, or film/media designer. At this stage, the focus should be on discovering personal preferences and aptitudes rather than income.

When selecting internships, prioritize large companies. Standardized systems and workflows help cultivate professional habits and deepen understanding of industry norms. Smaller companies may offer flexibility, but unless interns are highly self-disciplined and goal-oriented, they risk developing poor work habits.

Preparation during school should focus on two dimensions:

• On-campus: Actively participate in student unions, clubs, and competitions like the “Internet+” Innovation and Entrepreneurship Competition or “Challenge Cup” to build achievements.
• Off-campus: Use platforms like Internships.com, professor referrals, or corporate recruitment sites to secure internships. Crucially, document internship achievements, retain proof of internships, and organize materials for future job applications.

Additionally, industry knowledge is vital. For fashion majors, browsing online images is insufficient—visit physical stores to study garment structures, craftsmanship, and market realities. Attend trade fairs, fabric exhibitions, or fashion shows to gain firsthand insights. Only by thoroughly understanding the industry can one carve a clear career path.

Tools like the MBTI personality test, DISC assessment, or Holland Career Interest Test can help align personal traits, strengths, interests, and academic backgrounds with career choices. Combined with practical experience, these tools aid in clarifying a suitable direction. It’s normal to face uncertainty during this process; the key is to persist in exploring until you find your passion.

How to Secure Your Desired Offer

The choice of job-seeking channels is crucial for landing an ideal offer. A fashion designer with a bachelor’s degree from Wuhan Textile University and a master’s from Beijing Institute of Fashion Technology, who has over four years of career experience, frequently monitors market trends on platforms like BOSS Zhipin and Liepin. Even when not actively job-hunting, she maintains a habit of checking recruitment posts regularly and staying connected with HR professionals to understand industry dynamics. This proactive approach allows her to seize opportunities promptly.

For campus recruitment, students should not only focus on their own university’s job fairs and dual-selection events but also track recruitment information from other institutions. Pay special attention to companies’ HC (Head Count) details when positions are posted. One job seeker’s experience is illustrative: during the autumn recruitment season, he attended numerous corporate presentations and job fairs in the fashion industry, submitted countless resumes, and underwent multiple interviews, yet received limited offers. Beyond company hiring standards, this outcome was largely due to HC constraints. The position he eventually secured had 4 openings after organizational restructuring, while another company offered only 1 spot for the same role, reflecting intense competition.

Recent years have seen significant shifts in campus recruitment. For example, at Beijing Institute of Fashion Technology, fewer companies now participate in on-campus hiring, and available roles increasingly lean toward sales-oriented positions. Brands like FILA, Bosideng, and Peacebird show higher demand for retail management trainees than other roles. Similar declines in campus recruitment opportunities are observed in fashion schools across other cities.

Regarding resume preparation, seasoned professionals advise tailoring resumes to each target company. This designer adjusts the focus of her resume content and even modifies her portfolio based on the company’s profile. For advanced interview stages, she prepares a cover letter. This meticulous approach stems from her belief that candidates must deeply align with the company’s values and role requirements to ensure future job satisfaction.

As a hiring manager, she notes that many graduate resumes either overemphasize visual flair at the expense of substance or rely on elaborate formatting to compensate for sparse experience. She emphasizes that beyond technical skills, emotional intelligence (EQ) is a critical asset. Skills can be developed on the job, but a positive attitude, ambition, and strong interpersonal skills often make candidates more appealing. As she puts it: “You need to excel either in doing the work or in building relationships.”

She also shared an interview experience with an HR director at a renowned Beijing-based company. This HR executive, reportedly earning a seven-figure salary, demonstrated exceptional professionalism by putting candidates at ease and providing constructive feedback even to those not selected. This encounter reshaped her appreciation for HR expertise. Similarly, she observed that top-tier recruiters excel at satisfying both employers and candidates through their proficiency.

When evaluating offers, consider multiple factors:

• City selection: Prioritize cities with favorable talent policies (e.g., housing subsidies, commuting allowances).
• Industry prospects: Opt for fields related to your major or personal interests.
• Work environment: Assess office location, facilities, and commute convenience.
• Company profile: Evaluate its size and ownership structure (e.g., state-owned, private, multinational).
• Compensation: Analyze base salary, bonuses, allowances, and year-end incentives.
• Benefits: Consider paid leave, social security, commercial insurance, employee housing, etc.
• Growth opportunities: Prioritize roles offering career advancement and skill development.

Interview Tips

Key preparations for interviews include:

• Craft a concise self-introduction covering basic info, motivation, past experiences, and career goals.
• Use the STAR method (Situation, Task, Action, Result) to articulate key achievements.
• Prepare answers to common questions (self-assessment, strengths, expectations).
• Master group interview tactics.
• Prepare thoughtful questions for the employer.

For fashion industry interviews, while personal style is encouraged, maintaining a clean and professional appearance remains essential.

PS: The translation is done by AI.