Mystery: Marketing Clothes With Stories

　　 Riddle with Story To act as clothing The selling point is related to stories. Sales climate And gradually formed its own unique style. Relying on this way of marketing, the answer is faster than the similar brands, such as Da Yi Yan and Hong Ying. The answer is just like its name, and every season is unexpected. Story theme Always give customers the same expectation.

The unique and distinctive style is the goal pursued by all clothing brands. At present, we are seeking the mystery of transformation as a designer's original brand in the white-collar workers, taking the theme story as the inspiration of every season's fashion design, and launching different styles of clothing around the various elements of this theme story. At the same time, a new way is taken as a selling point of the costumes, creating storytelling atmosphere related to stories, and gradually forming their own unique style. Relying on this way of marketing, the answer is faster than the similar brands, such as Da Yi Yan and Hong Ying.

　 A theme story every season

"Brave heart", "swans on the canvas", "fire and sword" and other stories from movies or novels have been the design themes of riddle. From the time of its birth, the answer to the mystery is that, like its name, every season has an unexpected story theme, always giving customers the same expectation.

The answer is the white collar women of 25~35 years old as their target audience. White collar women usually have certain cultural background and intellectual temperament. Lu Mengwei, director of operations center, told the China business newspaper, "when we first decided to design costumes with theme stories, we found that no clothing brand in the market appeared in costumes storytelling design. This design style can make the costumes more vivid and give them vitality, and will not have popular elements like other brands."

"A golden boy from asteroid B612, who was wounded by his beloved rose, flew away from the little planet with the help of migratory birds, and traveled to many asteroids and later came to earth." The little prince is the design theme of the autumn and winter in 2010. The designer has designed many products with small Prince elements, such as the design of the eye mask and hat, which are all from the theme story. The pilot is the little prince's best friend on the earth. The pilot's image also led this season into the "big woman era" - a strong leather tie with a pilot helmet helmet.

These design styles are not utopian but designed to fit in with the international elements. Not only is it a story for clothing, but also a storytelling store. There will be a print of the "Little Prince" story in this series of screens and hanging baskets, as well as a collection of stories in the window display.

"Using stories as the design theme of every season of clothing, this technique can help better product marketing." Jia Xiaoyi, a clothing product sales expert, told reporters that the advantage of this design is that it is suitable for the crowd. It has the characteristics of fashionable avant-garde, and is not strict with customers' appearance and style. The style and style of each season are quite rich. The styles of different costumes can also be changed. Its design sense and fashion sense are quite distinct, easy to grasp the hearts of customers, and at the same time, it is more convenient for dealers to choose the commodity combination.

However, because of the unconventional design route and the introduction of story into design elements, each season's costumes may show an irregular pattern, while the designer's original costume will have its own style and product will be connected. Customers who buy the mystery clothing may like the clothing of a certain theme, and they may not like the costumes of another theme. This way of design may lead to poor continuity of customer purchase. {page_break}

　 Terminal information to enhance loyalty

Perhaps it is concerned about the two purchase of customers, the answer is installed in every terminal store ERP system. Lu Mengwei introduced that whenever a single dress was sold, the answer would input the information of each consumer's age, occupation, purchase style, and so on, and eventually feed the information back to headquarters for a unified summary. Headquarters will filter these information, analyze customer preferences and product mix: which clothing styles and styles do the customers prefer in each season, and which products will sell better in those areas. Finally, this information will be provided to the designer to provide reference for the design of the next season's clothing.

For example, in 2009, according to customer feedback, white collar women would prefer the dress. Therefore, when designing summer wear, the riddle will increase the design ratio of dress. In the winter in the north, sweater sales will be better, and the answer will increase the proportion of these products, such as the proportion of sweaters has increased from 8% to 20% now. Through customer feedback design and commodity structure adjustment, the design of the answer is not really as elusive as the "mystery".

In order to enhance customer loyalty and repeat purchase rate, the answer is also dedicated to VIP customer information management, such as the VIP customers of each season can exchange gifts through points. The answers will regularly send product manuals to VIP customers, with vouchers to stimulate customers to repeat purchases. Whenever the season changes or holidays, thoughtful little messages, the contents of these messages are simply greeting, will not sell goods to them, and will give customers a sense of intimately. These small measures help the riddle to have tens of thousands of highly active customers, who buy the riddle clothes several times a year.

　 Riddle upgrade

After 7 years of experience, the mystery now reaches 2 million garments per year, with 600 stores and 300 million yuan a year. The initial development system has no longer adapted to the new scale, so the mystery has begun to upgrade the system in three aspects: channel, commodity structure and fabric.

Most of the street shops that occupied most of the mystery outlets were decreasing, and more and more shops and shopping malls were set up to set up shop stores. Lu Mengwei told reporters that as a number of sports brands in China have strong financial strength, these sports brand stores have raised the rental costs of street shops. For example, the rent of street shops in the three line cities has risen from an average of several thousand yuan to twenty thousand or thirty thousand yuan / month, and there are still hundreds of thousands of yuan in transfer fees, which brings great pressure to brand sellers.

As a result, they decided to enter more of the shopping center shops with the same rent averaging twenty thousand or thirty thousand yuan but not changing the cost. And stationed in department stores and shopping centers can also better establish a brand image, so that the answer gets more white-collar women's recognition. Today, the proportion of shops in mystery stores has gone from almost nothing to 20% today. In the first 10 months of this year, the answer was signed with Wanda, Parkson, Pacific and many other groups and entered hundreds of shopping malls. At the same time, the answer also strengthened the investment in decoration, and increased the cost of decoration from the 1000 yuan / square meter to 2500 yuan per square meter. In order to strengthen the channel management and control, the answer also increased the proportion of direct outlets in the first tier cities.

In terms of commodity structure, the riddle is also upgrading, widening and widening the original product line, and subdividing the previous product line into various series, such as workplace, travel, leisure and so on, so that white collar customers can choose all kinds of choices according to different fields. Lu Mengwei believes that now the market competition is increasingly broken down, the answer can not cover all the customers, and it is easier to "do cooked than live". Therefore, the structural adjustment of the riddle will be adjusted according to the idea of "stabilizing the existing customers and developing potential customers".

Lu Mengwei said that after upgrading, the annual sales will reach 500 million yuan in the next two years, and the mystery after upgrading will continue to be a storytelling fashion.