Excellent Brand Details Of Women'S Clothing Operation Characteristics.

　　 Introduction

Accompanied by market changes, Garment industry Competition is no longer limited to Macro strategy Guidance, extensive tactical implementation. from product A display, a POP, a packaging bag, a look at the salesperson, a smile, a body language began to grab the target market, open up the advantages and disadvantages of the competition, the industry competition to the point of inter cell combat, this stage, appeal to low-cost operation clothing brand, into the details of the cohesion of the strength of the times is true.

The objective management and operation of clothing brands should be systematically evaluated according to the different stages of their store development, the current management level and the overall quality of personnel, and the best performance can be achieved through the introduction period, the growth stage, the mature stage, and the recession stage operation.

The more successful you are, the less you will find. It is the quality of women's clothing brand operation.

Discovery and analysis

According to the hierarchy of people's needs, we can understand the three terminal modes of the apparel market.

The first mode is the high-end consumer market represented by high-end boutique shopping malls. A popular mantra among businessmen is "to die for the brand, not to die for the brand". This is a true portrayal of many single business customers nowadays. In fact, only in the advantageous location of the one or two kinds of urban areas, such as high-end boutiques, high quality stores, big brand clothing market and development, because "diamonds are not sold in the vegetable market". Birds of a feather flock together. People with different incomes have different consumption tendencies in different regions.

This kind of format pattern, target market crowd is high social status, good income or vanity strong crowd, they have strong desire for self-esteem and even self actualization, need to protect their image from inside and outside. Such terminals should focus on "big brands, big investments, big profits and big risks" in operation.

The second mode is the mid end consumer market represented by mid-range zero stores. "A brand of image, two or three types of brand earning performance, related products earn profits (such as seasonal swimwear, warm cotton, home clothes, etc.") is a common business strategy for many joint sales clothing customers. This is a high survival rate, faster turnover of funds, and a guaranteed mode of return. The location of such customers is mostly concentrated in the middle and high-end clothing business circle, and the 3~5 kilometre surrounding population has relative guarantee. Its clothing products often form a positive complementarity with the surrounding women's clothing and clothing stores and cosmetics stores. These terminals are suitable for people with moderate income and certain social needs.

The third mode is the low-end clothing market represented by wholesalers and wholesalers. It is the format portrayal that the wholesalers have many years of operation and have their own fixed offline customers. They are the characteristics of the wholesale market of clothing through low price radiated low income neighborhoods, cities, counties and townships, supermarkets and supermarkets. This kind of customer zero and zero synchronization, with the volume of the main, entry threshold is very low.

This format requires a stable customer network to survive. The offline customers tend to have relatively weak financial strength, lack of brand protection and poor potential for sustainable development. This is the general classification of clothing market. New entrants can choose pointcuts according to their own comprehensive strength.

In actual operation, the actual fund situation and operational framework of each store should match the resources of consumers and aesthetic habits within 3~5 kilometers, so that the brand can maximize the use of capital and have the corresponding lot and customer group. Of course, in the light of the actual situation of business circle, business performance will be upgraded.

Framework and details

We talk about each other from the following aspects: making brand, selecting addresses, selecting employees, selecting target markets, signing contracts, opening preparations, opening sales promotions, system services, merchandising, pricing, service skills, customer files, account management, phase operation, and public relations with competitors.

First, manage the brand. Company history, culture, product series, price space, discount rate, cooperation conditions, hardware support, training support and so on. As a rule, excellent companies will have different guidance in different periods of store operation, such as conceptual communication, store location selection, staff training, sales promotion, shop inspection and so on during the preparatory period. If the store has just started within 3~6 months, there are full-time business personnel to provide "nurseries" cultivation, and regularly identify, analyze and solve the business situation and gains and losses. Then, the possibility of brand names in the business circle will further increase.

What is particularly reminded is that the senior executives must be honest with their eyes and listen to their ears. They often go to the market to personally practice, understand the operation of the brand outlets, and find out the shops close to the management level to observe carefully, and predict whether the future investment and return of their stores can reach the expected value.

Two, choosing addresses is critical. It is necessary to determine the area, make good arrangements for women's clothing and other businesses around the world, and have good passenger flow in front of the gate. The government allows the region to exist for a long time. If the enterprise chooses the poorer location, then it is necessary to develop repeat customers to maintain the storefront management, and there will be a direct return in the early stage of opening. This means that the psychological endurance from enterprises to employees to resources such as capital, sales volume and profits will be increased and strengthened.

Three, choose the right salesperson, can not be underestimated this matter. According to my many years of experience, the salesperson of clothing is the best image medium, honest, high school education, weak family and children. Because such salesmen tend to be practical and practical, and marriage and childbirth experience make them more profound and easy to get into.

Four, choose the target market. The clothing business can't earn all people's money. Enterprises need full-time personnel to spare time to go to women's independent gathering place, such as clothing store, female bath, cosmetics shop, beauty salon to understand their favorite color, style, price, targeted purchase, your business will certainly help. At that time, you will find that 25~40 year old women are the most potential consumers, and their comfort, quality, fashion and innovation are their pursuits.

Five, opening up preparations. After a lot of hard work, it is finally open for business. At this point, check your business license, tax registration certificate and the procedures required by the government departments, then check the door, display, staff professional knowledge, marketing skills, fitting rooms, warehouses, accounts, sales tickets, promotional items, picture albums, POP, business cards, sign, ball pen, calculator, India blue paper, air fresheners, soothing music, tape, packing bags, customer files and so on. It is necessary to have professional inspection, and then try to welcome guests. Ask consumers in the business circle to make some suggestions. Finally, visit the employees and bosses of the shops around you, and try to support each other after opening. In this way, formal business is guaranteed.

Six, opening sales promotion implementation. In order to cultivate the most important first batch of customers, it is better to buy gifts, special offers, points, discounts and other promotional activities in the first two months, so as to enhance popularity and promote sales. Remember, be sure to clearly promote sales hours, promotional items, promoters and promotion policies. Never let business activities get confused. That's the first impression that businesses give consumers in this business circle.

Seven, system service operation market. The best front-line employees understand the operation of consultancy services, they do not sell products to customers, but stand on the consumer's position to help them choose products.

In the service process, a good employee can make the customer feel the sincerity of her visitors, and the patience of customer consultation. Whether it is done or not, customers feel warm when they walk out of the store. Good employees recommend products when they are in place, with proper techniques, and full service details to satisfy customers' needs. The overall service effect is naturally in place. Customers purchase first is self-esteem, and then is the product.

Eight, vivid display of goods. Clothing display requirements are very detailed. From the one-piece clothing display must be consistent with the proportion of human wear, prompting consumers to purchase desire, to differentiate the display by season, according to the series of partition display, according to the price of the hierarchical display, according to the different festival features display, store managers need to carefully understand, carefully ponder, regularly communicate with superiors, seek corresponding products, related support, related training.

Nine, price formulation. There are two points to note in this link: 1. whether the brand has a uniform price and whether all stores are well followed. If not, we must consider that the clothing products ordered are appropriately stagger with the series, colors and sizes of the other stores in the city. 2. the price of products should not be much different from those of enterprises in the full-time market survey. Be sure to confirm the matter.

Ten, sales skills continue to improve. Quality service is the best tool to win customers' hearts, and some ways to improve performance through visual, listening, speaking, movement and touch training.

It is through observing the client's facial expression that she is excited, happy, peaceful or angry, disappointed or lost. By observing the customers' wear, manners and magnanimity, she can identify her social level and consumption orientation.

Listen, listen to the customer's voice, speed, tone, sentence to judge her current state of mind, character, education level, native place, etc.; review your own judgement on the spot, assess the accuracy.

That is to say, let the service language be repeated through the recording and replay to check whether it is standardized, whether it meets the psychological needs of the customers, whether the customers are seeking truth, seeking quality, seeking fame, asking for perfection, asking for price and seeking low price in the process of buying the products, and whether the needs of them are quickly judged.

In the process of service, customers' eyes, limbs and torso will produce different movements. Physical performance can reflect customers' recognition and negation of products and services, purchase and refusal. Does our corresponding body language have a proper response?

Touch, store space, temperature, air, color, voice, and other aspects of harmony determines customer comfort and retention time.

Obviously, these skills are not exercised overnight, but after every service, each customer reviews the use of the above skills, which is very helpful for improving the performance.

Eleven, the production, management and maintenance of customer files. There are two proportions of data in the operation of a business. The first data is 1: 25: 8: (1~3). This ratio tells us that when we serve 1 customers, she will spread the feeling to the 25 people around, and 8 of them will stimulate the desire to buy, and 1~3 people will come to buy it. This data tells us that it is very important for customers to feel good after purchase, and careful record of customer records and serious return visit to each customer is a low cost and high-yield way to improve performance. The second data is 1: 250, which tells us that if we seriously neglect a customer, she will spread the bad mood to 250 people around. Records of customers' records and careful visits will avoid such incidents to the lowest point.

To neglect customers is a kind of suicidal behavior. Using customer files to standardize system service means that you will have plenty of money.

Twelve, accounts classification management, the pursuit of single product efficient. A clear account can help us determine the best selling, regular, unsalable styles and models of clothing, so that we can purchase and return goods in a targeted manner. Every salesperson wants to think about one thing in cleaning up unsalable goods: why can't this item be sold? Where can it be sold? Where can people not sell it? Why can't people sell it? What are the selling points? Color causes, price reasons, display reasons, service reasons, customer demand reasons, seasonal reasons, selling reasons?

Through the discussion with manufacturers, colleagues, group exhibitions, display adjustments, try to feel, enhance services, and joint sales, etc., to solve the problem of slow sales models and models.

These solid foundations mean that your business will grow faster.

Thirteen, import process, growth stage, mature stage and recession stage.

My most important suggestion is that the following is the special plan for the sustainable development of store growth for you.

The stage of introduction is usually 3~6 months. During this period, salesmen need to have good control over each product's selling points, prices, acceptable customer levels, and each promotion plan. The purpose is to adapt to the surrounding 3 km business atmosphere and understand the needs of customer groups, and provide detailed services for purchase.

In this stage, we should focus on developing and maintaining customers, although we should pay close attention to the balance of payments.

Store growth stage often takes 6~12 months. At this point, we are required to combine the sales data and customer files in the import period, analyze the customers' demand for the series, the color and the price, recommend products to customers and maintain good communication with consumers, so that they can manipulate and grasp the resources of the business circle and satisfy the needs of the customers. At this stage, store receipts and payments should be in a state of balance.

12~24 months later, the storefront will enter a mature period, which is also the most beneficial period. At this time, enterprises should pay attention to coordinating the relationship among all parties, providing reasonable incentives for employees, providing system services for customers, doing well in the management of the store's daily, and promoting colorful promotional activities according to festivals.

Operation in the recession stage. This is a reality that can not be evaded. When the storefront has developed almost perfect, some irresistible factors must be shifted, such as the government's land acquisition, business circle aging, road changes and so on. This is a fact that can not be changed.

Fourteen, dealing with competitors' public relations. It is often seen that there is a continuous flow of water among competitors, but good businessmen never slander their peers. When the store opens, you will join the competition, and this will inevitably be squeezed out by your peers. Please remember that you will treat each other kindly, and you will be surprised to discover that you will not only destroy one competitor, but also win a partner. Do not get involved in the competition of price war and war of words, because that is a way of killing ten thousand and self damaging three thousand.

Fifteen, always maintain good behavior. There is a story. One bought 5 pancakes and fifth to eat. I regret to say, "if I had known this, I would have only bought fifth." In fact, everyone knows that without the first 4 pancakes, the fifth pancakes are not effective. Looking at the above suggested women's clothing enterprises, I believe you will not regret "eating the first 4 cakes", will start from the most basic work, because "the most basic is the most difficult to do, the most basic is the most important."

The above statement is simplified and summed up in two sentences: "buy or not, it doesn't matter. Please try it." "We do not run clothes, we run love!" if these two sentences can run through the business activities of enterprises, business growth and brand promotion will be just around the corner.

If the dog is dead, write some sentiment and trend prediction.

The author came to the scene for several years, teaching the clothing industry, and realizing whether a brand branding could be carved into the hearts of customers, which came from the three moments of consumers buying, using and giving up products.

A good women's clothing brand has these three characteristics:

Clothing experience the body, purchase at that moment, it is urgent to pay the bill.

Clothing experience into the heart, the use of that moment, unforgettable possession;

Clothing is dying. Give up that moment and buy it without delay.

Excellent cosmetic cases can be used as a good reference for women's clothing industry.

A branding habit tries consumers' faces, draws faces from customers' faces through sales consultants, and forms a mutual affinity with consumers, thus buying. B brand habits teach consumers how to use cosmetics skills, how to outline their own good image to the consumer, so that consumers can connect with each other, so as to conclude business.

In the short term, the sales volume of a brand is better than that of B brand. In the long term competition, the quality and quantity of a brand's market share is far lower than that of the B brand, because the brand name draws a moving face on the customer's face. Although the customer has "experience", but the customers themselves will not do it, it will easily abandon the cosmetics.

"Experience" service is the most accomplished fact of marketing, but we further analyze the reasons. A brand pays close attention to the "buy" link of customers. B brand pays close attention to the "use" process of customers, buys "buy" for a few minutes, and makes use of it for a lifetime. The brand is concerned about the consumer buying process, which only leads to the recognition of the consumers in the transaction section. The brand is tightly locked to the consumers, and the whole process can touch the products that are popularized. Finally, a brand can only "money change goods and goods change money" and is exhausted.

I believe that the future trend of women's clothing industry is the era of "experiential marketing" and "experience of business"!