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Operator: Fashion Brand'S New Way To Win The Terminal

2008/7/31 10:50:00 64

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If we say that Chinese brand clothing has made great progress in the market competition, this progress is more specific in that the law of brand participation in competition has become rational.

Many brand operators tell us without regret that in the past, marketing campaigns such as celebrity advertising, copy copying, discount sales promotion and so on are now not effective in front of rational consumers.

From selling styles to operating brands, the clothing brands that target consumers basically converge. It is difficult to stand out from many similar brands, whether they are displaying the brand culture luxuriously in the Expo, or branding the brand image through advertising.

The purchase and consumption process of clothing has become a kind of behavior that includes fantasy, emotion and pleasure, and becomes a pleasant personal experience.

Customers buy clothing, not only consumption clothing itself, but also consume the brand personality style, brand service culture, consuming fashion information provided by clothing stores, consuming the space of clothing stores and consuming customers' time in clothing stores.

A lack of brand culture of goods and services can lead to a decline in the support of Chinese consumers who lack brand loyalty at this stage.

How to excavate the potential and rules hidden in the market which can be used for brand capital, how to deeply and accurately study consumer psychology and provide valuable products, how to use innovative marketing styles and consumers can understand the brand new concept of marketing, so that consumers can appreciate the brand personality culture and how to provide satisfactory service for brand target consumer groups to get close to their lifestyle, has become the key to brand clothing to win the market.

In the marketing area of the market, the terminal is the material product, the spiritual value and the scientific and perfect management mode of the brand performance in the market operation, and it is an important frontier of the competitive consumer group with the peers.

The cultural identity of the brand will be integrated into every cell of the terminal, so that the quality of goods, display methods, collocation culture, price structure, fashion concepts, service means and so on will accurately convey the inherent charm of the brand. It is a rational brand operator who will gather the material and spiritual capital of the brand at the terminal, which will affect every consumer and win the market.

Fashion store style appealing to consumer groups

The key to affecting consumers' purchase of brand is the appeal of brand, and the most direct and effective tool to enhance brand appeal is the brand image of terminal store.

Design and create a unique brand sales terminal that can stimulate the desire to purchase in the shopping mall. It will make the abstract and empty concept of the fashion materialized, and good storefront design and clothing product display will not only give consumers the purpose of enjoying Shang Xinyue's sense, but also imperceptibly reflect the brand's extraordinary taste.

From the display of a batch of products, through the combination of products to match a lifestyle of clothing, through the distinct style characteristics of the store to reflect the cultural connotation of the brand, it is the principle that many individual fashion brands adopt life scene Lenovo display design, and display the brand culture connotation, style and position clearly.

The design innovation of brand culture in the store can not only make consumers understand the type and scope of store operation, but also enable consumers to feel a lot of relevant information from the marketing angle. It is also an important factor to attract consumers' attention and stimulate their interest.

The quality of clothing is not to wear out, but to feel it.

This feeling is a matter of attitude and can be managed.

In some men's clothing brand shops, we often see that in a prominent position, some Seiko made briefs, watches and other accessories, a wallet, a pair of glasses, a belt, the price is equivalent to a suit: in some high-end women's clothing store, in addition to the classic decoration, advanced sofa, beautiful flowers and other accessories, set off not many, but very exquisite fashion.

Many excellent brand clothing terminals, using a lot of accessories to reflect a feeling, and this feeling, the value of the clothing brand is an excellent foil.

Innovating service culture and showing value Charm

In the face of product convergence, price convergence, shopping environment convergence and the convergence of consumer groups are becoming more and more serious. With the brand image value promoting product value increment, accelerating the realization of product value through brand service value has become the consensus that the terminal wins.

A survey found that 70% of consumers changed their brand because of service.

How to make consumers understand their brand culture and make them unique in the market with distinct personality styles? Many excellent Brand Company of clothing regard service as an important feature distinguishing from other brands.

In view of the 80% women's lack of confidence in their costumes image, many excellent women's brands ask experts to train brand franchisees and brand store assistants to fashion design concepts, popular culture, collocation knowledge and marketing skills, and cultivate brand operators into professional costumes for customers, so that customers can feel trust in brands in consumer experience, and then show the value charm of clothing brands.

"The emotional principle of experience in the era of experience economy" points out that the brand must establish an emotional connection with your consumers through marketing services, creating a feeling that can not be denied by customers. In the process of buying your products, you can enjoy fashion and fashionable design services again and again, brand image and soul stirring service, excellent product quality, excellent service and consuming process and considerate service. This kind of emotional experience can really make consumers love your brand.