Japan'S Clothing Brands: All Kinds Of Tricks Attract Customers.

In the context of department stores attracting tourists, the "loyal customers" who "frequently patronize clothing stores, become brands and even salesmen fans" occupy an increasingly important position in clothing marketing.

It can be said that whoever has loyal customers can occupy the commanding height in the war of clothing business.

Recently, some Japanese clothing brands, which have an advantage in service quality, have begun to achieve certain results through targeted services to attract customers.

Brand attaches importance to training loyal customers HIROKO KOSHINO: "Star" ordering meeting

Hiroko Koshino international, founded by Koshino Hiroko, one of the famous "Xiao Xiao three sisters" in the Japanese fashion design world, has been organizing a customized clothing ordering conference in Japan from 10 years ago.

Prior to this, the order will always take the gallery in the office of the company as the venue.

Koshino Hiroko said that in order to serve more customers in a more upscale atmosphere, the order of 2008 will be selected for the first time in a high grade hotel.

On May 29th ~30, the Hiroko Koshino brand held a press conference and ordering meeting at the Austen hotel at Hui Bi Sheng.

During the two days of activity, the atmosphere was very active.

Editor in chief of a fashion magazine even exclaimed: "I didn't expect a fashion brand's order to attract so many customers!"

The order will be in the form of "displaying samples and customizing according to customer size", which will be welcomed by customers.

Customers who participated in the order meeting were queuing up in front of the fitting mirror.

A customer who has come to attend the ordering meeting excitedly says that ordering at a high level hotel can bring luxurious feeling and reflect the taste of clothing brand.

From the results, the number of customers who came to participate in the order meeting reached 250, an increase of 1 times compared with the previous year, and sales increased by more than 70%.

Hiroko Koshino international plans to conscientiously sum up its experience and will continue to hold a press conference in senior hotels in the future.

RIZA: sales promotion activities are colorful.

The proportion of loyal customers of World Riza brand is about 60%.

In order to further attract customers, Riza has organized a variety of promotional activities, such as clothing ordering, accessories, fur products promotion, etc., to effectively increase sales.

According to statistics, customers who take part in various activities have 80~90%'s actual buying behavior, and more than 10% of the top grade clothing sales come from active participants.

What is particularly noteworthy is that the sales of all kinds of promotional activities are also excellent, with more than 70% of the products appearing at the sales promotion sites and shops.

Of course, there is a prerequisite for the linkage between sales promotion and shop sales, that is, salesmen can effectively manage customer information.

Riza brand salesmen, based on daily service and past customer information, can effectively grasp customer needs and take promotional activities as an opportunity to enhance customers' understanding of conventional products.

For example, every year before the Spring Festival listing in February, the Riza brand will hold jewelry promotion activities at the Ginza sakamoya department store.

Because jewelry sales activities are held just before Spring Fashion planning, new clothes on display often attract customers' attention.

This activity has achieved good results, and over 85% of the commodities have formed positive interaction in the promotion site and shops.

The key to the success of Riza brand promotion is to arouse customers' interest in commodities through various activities, and then arouse consumers' needs through various forms of promotion instead of simply staying on the level of introducing merchandise.

AMAKA: create customers from details.

The "Amaka" brand of the San Yang chamber of Commerce has increased its popularity through holding small activities in shops, and has also won many loyal customers for the brand.

Not long ago, the Amaka brand invited jewelry designers to shop to provide value-added services to customers. Customers who purchased more than 10 thousand yen could get personalized accessories made by jewelry designers.

When the company first launched the Amaka brand, promotional activities were directed against the commodity itself, such as the ordering activities of shirts and cashmere knitted garments.

However, marketers soon found that traditional promotional activities had strong limitations. Although they could attract customers to a certain extent, it was difficult to break through in developing new customers.

After investigation, marketers found that the target customers of Amaka brand, that is, women aged 40 or so, were interested in accessories, glass paintings and other activities. From 2006 to autumn, winter began to provide personalized accessories for customers.

After 3 years of trial, the event has achieved good results and the number of repeat customers has increased significantly.

Take the ratio of repeat customers during the promotional activities as an example, 40% in 2006, and 60% and 62% in the first half and second half of 2007, respectively.

It is worth mentioning that shops have accumulated valuable experience in promoting sales activities.

Through the 3 activity, the salesperson of the Amaka brand store has been able to independently complete the activity planning work, including when to start publicity, how much notice to customers, and the time to come to the store.

O Nobuo, the brand sales manager of the San Yang chamber of Commerce, which is responsible for Amaka brand sales, said that in the future, it will further enhance the ability of the shops to attract customers, and activities are not limited to the promotion activities in the two quarter of.

Shops can independently plan small activities to attract customers when new products enter the market.

Attracting the next generation is the key to growth.

The 3 brands of Hiroko Koshino, Riza and Amaka have one thing in common in their efforts to create customers, that is, promotional objects are not for the public but for every customer.

That is to say, the promotional activities organized according to the tastes of every customer become the key to cultivating loyal customers.

However, there is a prerequisite for cultivating loyal customers, that is, there is a close relationship between brands and customers.

Riza brand stores responsible person said, attracting customers to participate in brand promotion activities will take at least 3 years.

That is to say, only through solid efforts can promotional activities be achieved.

The clothing brand attracts customers through promotional activities. It faces another common topic. That is, how to ensure the existing customers, and strive to get the new generation of customers' favor becomes the key to the growth of the clothing brand.