Three Rules Of Clothing Specialized Marketing From Zara And H&M

Sales are the most important concern of all enterprises.

In order to sell well, no matter what it is.

But there is a management mechanism, whether big or medium, small businesses need to be clear, that is, how do we think of the growing sales mode of terminal stores?

Sales mode, perhaps many people feel a little bit of theory, is not selling? Yes, different product positioning and target groups need to use different sales methods.

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Bestseller's on-site recommendation

It is easy to see that the investment in the terminal sales staff is much higher than other similar brands.

And different from Zara, H&M and other self-service shopping shops, once consumers enter the shop, the guide will greet enthusiastically, and from time to time consumers will be called "baby" or "beautiful woman".

After that, the shopping guide will follow the consumer step by step, introduce products and persuade them to try them on.

Sometimes, the shopping guide is too enthusiastic.

In contrast, the bestsellers sometimes feel very uncomfortable for the consumers, but according to the study of bestsellers, Chinese consumers do not know much about them.

Especially in recent years, after the sinking of the bestseller channels, consumers' personal aesthetic judgment may not be mature in many two or three line cities. Therefore, for the several brands of the group, consultative sales play a decisive role in the promotion of terminal sales.

Try buying rate has always been an indicator of making silk proud.

The data show that Jack&Jones men wear 3 people for every try, and basically one person will buy it.

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It does not mean that the shopping guide is naturally able to understand the psychological activities of consumers, can easily identify the types of consumers and their behavior patterns, nor is it that every one of the bestsellers is more aesthetically superior. In fact, every salesperson of the bestseller is going through the continuous training of the human resources department.

In this way, the tacit knowledge, which has successfully summed up consumers' understanding and guidance for consumers over the years, has been pformed into the individual skills of each shopping guide and injected into the consumer scene after consumers enter the store.

If you go into Only or Jack&Jones stores overseas, the great difference will make you most directly appreciate the changes made in the Chinese market.

The success of bestseller proves that a foreign enterprise can also become a "China hand" to understand China's local market and consumers.

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Zara and H&M allow consumers to choose products themselves.

Zara is a big star in the field of clothing industry, a star who many brands want to learn.

Of course, this is mostly due to its strong supply chain system.

Terminal sales are another matter.

Zara, H&M and other shops in China follow the way of sales in other countries abroad. Fashion products consumers often spend a lot of time on clothing consumption, and have more ideas. Secondly, the manpower cost of terminal salesmen is also very high. Therefore, Zara and H&M can provide consumers with convenience as far as possible, so that consumers can choose products themselves.

Zara the first choice to enter the Chinese market is a category a business district in the first tier cities, which also gives a good environment for self selected sales.

A young consumer in the first tier cities has more research on fashion clothes, which can meet the needs of self and free choice in the process of consumption. Two, a type of business district often has more people, and the atmosphere of buying clothes in the store will increase the interest of consumers in finding clothes. Therefore, Zara is doing more in the fitting room and display, so as to maximize the comfort of shopping space for customers.

The fitting room is very humane. Not only does it have two mirrors, it can be fitted to observe the full angle dressing effect, but also adopts many angles of cold and warm combination of flat lights to make the light more close to natural light while avoiding the shadow projected from the top of the lamp and affecting the viewing effect.

On display, Zara's fashion style is earlier than all the brands in the market, so many of the fashion styles need to be guided to help consumers to buy.

Therefore, in the aspect of display, Zara should be a brand with a single shop display staff. With the continuous tally, it will be clear and ingenious to match each series of products, showing the most clear, fashionable and free mix and match space display pattern.

These are all for self selected sales.

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Sales pattern rules 1

Consumers have the final say, referring to the behavior of buying and buying target customers, which is the main basis for clothing brands to pay attention.

The ability of target customers to choose and buy clothing goods is difficult for every operator and seller to pay attention to.

The same brand can adopt different sales modes in different city business circles, and different brand selling series can adopt different sales recommendation methods.

Sales mode rule two

The product has the final say, the clothing function of each clothing category is different. The positioning of the product's style, price, competition index, combination and so on means that consumers are concerned about different points when they choose to buy.

Different concerns should be combined with appropriate channels, display and recommendation methods.

Sales mode rule three

Brand sales management ability has the final say, and good ideas need orderly execution to be valuable.

No matter whether you are a dealer with only 10 outlets, or with hundreds of franchisee agents, or have thousands of brands nationwide, the sales promotion and management mechanism of terminals should be emphasized.

The key is what kind of system can suit its market size and product sales customer nature.

The sale management system's correct and inferior quality decides the sale execution of terminal.

Of course, there are problems in the way of self-selection. For example, some fashionable items are often misread by consumers and often lead to unsalable sales.

Although the author is not a member of the Zara staff, he frequently enters the Zara shop to observe the structure and sale of goods, because this is a natural sale, without the interference of the sales guide people, which can best reflect the customers' wearing preferences, so they often go to Zara to observe consumption patterns.

For example, for example, the recent discount sales promotion store, I saw some products without the phenomenon of shopping guide! 09 year, 10 years summer popular beach shorts, the product discount number, but the strange thing is that the size of the fashionable beach shorts are all small, medium, not large.

Usually, the buyers of fashion products are mostly young people. Therefore, small and medium codes are best sellers, and big codes will be unsalable, which is just the opposite.

Careful analysis shows that the fabric of beach pants is comfortable, shorter, and more light colors. In addition to the style of fashion and sunshine, it is also very suitable for summer household wear. Buyers are sure to be more partial to the comfort and fashion sense of fat consumers. This phenomenon will be different if the terminal has a shopping guide.

Recently, it has been reported that Zara will enter the second tier cities. It is inevitable for a fashion brand to expand and sink. In addition to product positioning and price acceptance, we should consider the regional character. Perhaps the Zara's self selected sales mode will change for the Chinese market, of course, because of the different consumer groups.