Pay Attention To New Changes In Garment Marketing Channels

　　 Each city has been formed for hundreds of years. Gold business district And Clothing brand One is born every 6 minutes.

Scarce is precious, already full of famous brands, have launched "enclosure campaign", originally OEM enterprises, also "from inside to outside" to build their own brand, joined the terminal contention of the army.

In the traditional mode, shopping malls and franchised stores are undoubtedly the most conventional channels, and supermarkets and stores are the first choice of low-end brands. With the intensification of channel competition, more and more enterprises begin to think: why should we squeeze in narrow conventional channels and have more ways to sell clothes?

The innovation of clothing sales channels not only comes from the pressure of channel competition, but also from the change of consumption characteristics of the main consumer groups.

With the new generation represented by 80 and 90 Consumer groups The development of garment retail market will be further broken down. The differentiated development of the corresponding channels will not only be reflected in the richness of formats, but also will change the old marketing methods and turn to more specialized, personalized and targeted sales outlets.

According to the current exploration and attempt of garment enterprises and the new demands of consumer groups, we can foresee the new trend of clothing sales channels in the future.

　 Department stores no longer stand alone.

With the continuous development of new sales channels, the competitive advantage of department stores is weakening. The department store has always been the main channel for clothing sales. However, because of the same location, high cost, limited terminal performance and so on, it can not realize the problems of personalized terminals and the same type of brands. Many service companies have become very cautious about entering the shopping mall, and even regard the business field as symbolic image terminals. They only play the role of enhancing brand grades, and really rely on other channels to gain profits.

For garment enterprises, super life style shopping center has become a new alternative to department stores. Super life hall, shopping, dining, entertainment, leisure integration, ensuring a large volume of traffic and enough "consumer viscosity", one-stop shopping experience, allowing consumers to buy time to elongate, shopping desire greatly enhanced. Shopping centers generally have a larger body size, which can give clothing brands more abundant terminal space, and create shop images according to their own ideas.

In addition to the large shopping centers, there are also smaller and smaller theme department stores, which are about 5000 square meters or even 3000 square meters. Although the area is small, the market position is clear. For clothing brands, finding a theme department store that matches their brand positioning is easier to get close to their target consumers, and the "cost-effective" channel is better.

　　 Chain professional stores emerge

With the increasingly rational consumption concept and the advent of low carbon era, people have new ideas about the choice of clothing. Cheap fashion, abandon luxury, insist on their personality, so that the mid-range brand clothing has more opportunities.

Combined with this concept, Gome and Suning clothing chain stores are expected to become a new sales channel. This clothing professional store, the collection of major brands, combined with men's clothing, women's wear, casual wear, sports clothing, body clothing and other categories of products on the product line, rich product range, can enable consumers to reduce the time and energy of consumption choice.

Such professional stores have been tried in many cities, and there may be brand names of chain stores nationwide or in the near future.

　　 Fashion experience 4S shop will become the trend

After 80, 90 constitute the new force of consumer groups, they pay more attention to shopping experience, demand more diversified, simple sales function terminals, can no longer meet their requirements. Around this change, clothing enterprises will pay more attention to the environment and service quality of shops, including the decoration of shops, the display of goods, the image, temperament and attitude of service personnel. Many well-known brands' flagship store mode 'also began to move towards "4S". Breaking the single function, giving more experience interactive platform.

The so-called 4S is embodied in four aspects: Sell (clothing sales), SightExperience (visual experience), Self-

IdentityService (personalized service), LifeStyleSalon (Fashion salon), four in one, become the concept of life hall.

Zara, UNIQLO, H&M, Bosideng, and the United States "4S" experience Museum mode successfully operated, and will be further emulated by more garment enterprises.

　　 Internet marketing will grow faster

The domestic clothing brand's understanding of network marketing has gone through the process of "low enthusiasm - legendary shock - one after another trying - net pain, rational operation". Many famous traditional brands have created good results in network marketing. Under the encouragement of successful cases, there will be more brands in the future, especially those with too much pressure on traditional channels, and network marketing as an important channel - global brand network.

There will also be some new changes in the online marketing of clothing brands: the use of new technologies such as 3D fitting and so on will make the online shopping experience more optimized; break through the thinking set of "cheaper online purchase", not only attract the price, but also play the unique advantages of the network in the aspects of personalized service and advanced customization; the combination of network channels and traditional channels will be more closely linked, and the interaction between online stores and physical terminals will be more closely related.

The innovation trend of clothing sales channels is not covered by the above. In short, closer to consumers, more convenient for consumers and better experience for consumers is the core principle of channel innovation and transformation.

　 Eight immortals cross the sea, each shows its own ability, combining its own brand positioning, enterprise resources and behavior characteristics of target consumers, and creates a competitive channel mode. Every garment enterprise has the possibility of "channel is king", which is a new market opportunity brought by channel diversification.