How To Sell "Off" In The Off-Season Fashion Market?

The season has a crucial impact on the garment industry.

Inventory, an unsolved knot

Whether it's a discount or a special offer, it is closely related to clothing inventory.

It has been a headache for clothing enterprises to face the embarrassment of inventory for many years.

Take casual clothes, casual clothing market is very keen on fashion, and the update is eliminated quickly.

New leisure products like Park Road sell at about one hundred or two hundred yuan when they are listed, while they often sell dozens of dollars for a crazy sale during the season, and some summer T-shirts are even as low as 15 yuan and two yuan.

Women's wear is even more serious.

Women's clothing styles and fabrics are updated quickly. Some people say that women's clothing has the same shelf life as vegetables. Once the season is over, there will be no market, and women's products that can't be sold will be difficult for second years.

Take a discount

There are many ways to solve inventory problems. The most common ones are hypermarkets, discount stores, additional sales and so on.

Many leisure brands have large flagship stores in Wenzhou's five Horse Street.

Shops are mainly built in the five Horse Street to create a brand image. However, the discount that is interspersed in the positive price products often brings great popularity to the shops.

Metersbonwe has three storey shopping malls, and its seasonal products are mainly concentrated on the third floor. This is equivalent to opening a special store on the upper floor of its own shop, separating the positive price from the specials, and the same decoration style and quality service, so that the customers who are looking for benefits will be willing to walk one more layer.

This kind of demand for consumers is clear positioning, which is a good way to bring popularity to special stores.

The Arctic rookie also has its own way to solve inventory problems.

Ni Xueshan, chairman of Arctic rookie apparel company, called it "acquaintance discount".

Customers can buy products with low turnover through acquaintances, and the discount method should be more unique.

In the past, for the relatively unsalable style, the main way of the Arctic rookie is to change the original brand and circulate it from the wholesale market at a lower price, for example, pfer to Ruian commercial city and pfer to other provinces and cities such as Jiangsu and Shenyang.

This will not only affect the overall image and price system of the brand, but also make the inventory burden faster.

Now there is a small stock, and we can solve many problems through the discount of human feelings.

Brand + special offer = real consumption

New product retail price = surface accessories cost + labor cost + production cost + management cost + capital cost + profit + marketing cost + brand promotion cost + freight, etc.

Price of special products = surface accessories cost + labor cost + production cost

Wanting to have a name brand is the common mentality of most consumers.

But the high price can only make consumers who are still in the working class be deterred.

Obviously, clothing discount stores can satisfy consumers' desire for brand to a certain extent.

According to the analysis of people in the industry, brand consumers' pursuit of brand goods can be roughly divided into two stages: one is yearning for brand consumption stage; the other is brand fashion consumption stage. Two

Most brands and fashion consumers will buy seasonal fashion goods in brand stores or high-end stores, while consumers who aspire to brands hope that the brand will be reliable and cheap. Special stores will provide them with more consumer opportunities.

For clothing, real value goods are fashion goods, and each brand has its devaluation speed.

A famous brand, clothing for the season is 100% (positive) price, sold for second years and half price, and sold for seventy percent off in third years.

One of the reasons why bargain stores are cheap is "over season". When they come to a special store, consumers must first understand the basic concept.

Expert analysis, diversification of consumption concept, consumers can fully recognize the existence of special stores.

Everyone has his own consumption concept, whether it is seeking novelty, seeking common ground or seeking difference and seeking benefits.

People are entering the bargain store with a clear distinction between brands and benefits. Businessmen should keep up with consumer psychology.

No discount on brand and service.

The vast majority of garment enterprises do not want to spend special efforts to manage special stores because of various reasons.

They worry about the sale of new products and old products, which will affect the sale of new products and set up a special store. However, after opening a special store, they do not pay much attention to the decoration, management and service of the sale shop.

Clothing discount does not mean that the brand is also discounted.

The shop decoration of the special shop should be the same.

Some special shops use the form of flower car sale. The first feeling of entering the market is messy, furnishings are not artistic, and to a certain extent, it damages the brand image.

Whether it is a discount product or a positive price product, the brand image always stands first.

The healthy development of the brand promotes the development of the special store, and the special store can also promote the development of the brand to a certain extent.

Second, the advantage of price is the real advantage.

Price is the sensitive point of consumers.

Selling famous brand products at a super low price is the biggest attraction for customers.

The sale site will completely separate the positive price from the specials, so that consumers can clearly know what price they are going to buy, and the location is very accurate.

There are different sales channels for specials and full price products, which is also helpful for regulating the market.

Clothing enterprises, especially women's clothing enterprise owners suggest that the opening of the Wenzhou brand clothing parity stores, not only to focus on the brand, increase the processing of stock channels, but also to the good consumers to provide a special shopping paradise.

Besides, quality service is still the most effective weapon to attract consumers.

A bright smile, a friendly attitude, and initiative to guide customers plus discounts can often lead to business.

According to Miss Zhang, manager of the state's fashion shop, the company asked every guide member to be happy to work and send happiness to customers.

Under the guidance of shopping guide, customers are more likely to see a certain style.

If you buy cheap products and enjoy friendly services at the same time, even if the return guides are still warm and thoughtful, consumers will be more willing to buy.

Discount service should not be discounted.