Marketing Strategies For Anti Season Costumes

A friend sent me an email explaining her trouble. She was an agent of a women's clothing brand in Hubei's two tier city. The store was in the commercial street, and there were twenty or thirty square meters. The business was always bad. She saw an article on the "rain and bamboo" dress on the Internet. She felt the same way. How could I improve the store's performance? I always received a lot of questions about this kind of problem, but the marketing planner was not a sage who turned a stone into gold. He was only good at thinking, and based on an objective fact, he found a solution to the environment and problems.

I thank you for your attention and trust. I have highlighted several key points. I hope she can provide some detailed information for my accurate judgement.

Two days later, she replied in detail, and saw that her trust in me, her surname Wu, a lot of people, although there are many personal views, but this does not hinder my thinking analysis.

I understand that the clothes made by Miss Wu are suitable for young professional women. Compared with the "dress", the brand positioning is similar, but it is not like that high-end. The price is almost the same as that of "brother brother", and the location of the price is relatively large.

As a result of agency reasons, her clothing price discount is OK, can not be sold back to the manufacturers.

It is known that the store is located in a more famous commercial street in the local area. From the perspective of people's flow and attention, it is better and more numerous.

Later on QQ, I asked her, "what is the flow of people at this time?" she said, the flow of people is OK, but this season it is not easy to buy clothes, because during the season, people are watching, the weather in Hubei is extremely unstable, always mixed up.

I asked her how many people would ask, costumes from different seasons. She said that some people, or asked not to buy, could easily take out their clothes (because they had to pack and some clothes were sealed).

I think about it, ask her how many stores next door, like her appearance, she said almost, customers are going in, some sell some not buy.

Is there a shop that sells only one season's clothes? She says no, everyone thinks it's not cost-effective.

I asked her where the business district was, and she said that in a typical commercial street, there are some office buildings around it.

After comprehensive analysis, I think there is nothing wrong with the market.

I suggest that:

For clothing, it is now the low season of sales (August), and it is in an unstable period. It is difficult for all businesses to do so. It is basically the case in various stores such as Miss Wu. It is just that some products of low price and short cut globrand.com are slightly better. This is caused by the environment and sales cycle. For this reason, I suggest that Miss Wu's storefront can develop an anti season sale.

The favorable conditions lie in:

1, Miss Wu's commercial street has formed an inertia sales thinking. Everyone is in the same mood as the peak season is coming, but no action has been taken.

Others do not do this, which is the psychological advantage of map sales.

2, the product and return phenomenon in the anti season is very normal, the consumer in the shop to buy the psychology is some, but not strong, but can not explain that, in the middle of the price and brand, low price and high brand together, it will also be attractive.

The key is storefront to make a certain momentum and influence.

3, the office buildings around the commercial street are absolutely popular. This is beneficial to the brand clothing of Miss Wu's shop. Choosing a brand is inevitable for a family of office buildings.

4, after understanding, Miss Wu has a large supply of goods, which is very important, because a promotion cycle needs enough goods support.

Marketing strategy:

1, make a large KT version of the photo, the theme of direct printing: to preserve the beauty of summer - XX brand anti season sales week.

Hanging in the middle of the shop, hanging banners on the shop floor and decorating it in the shop.

And erect the arch balloon at the doorway to become the "focus" in the commercial street.

Note: the sales week here refers to two weeks.

2, two seasonal costumes accounted for half of the store, one of which should be highlighted is that when customers purchase, they will issue another season coupons and encourage two purchases.

In order to form a continuous sales promotion.

3, focus on publicity for a certain season's fashion (main purchase) dress, highlighting the new price, as a "tipping point" to attract a large number of eyeballs.

4, the store members to telephone, SMS notification, emphasizing opportunities and benefits, for such members consumption can gift small gifts and other forms are different.