Four Indispensable Skills In Clothing Marketing

As early as behavioral economics became a theory, marketers were already using it. "Buy three to send one" and extend the payment time of the "first use later pay" plan has been widely adopted by businessmen. However, for many years, marketers have been using behavioral economics unconsciously, and now a more systematic approach can develop great value for marketers.

　　 1. reduce people's money to buy. product Heartache

Clothing retailers know that allowing consumers to postpone payment can greatly improve buyers' willingness to buy. One reason for the delay in payment is very logical: the time value of money makes future payment cheaper than immediate payment. But there is another reason behind this phenomenon: payment is always instinctive. Therefore, even a slight delay in payment can reduce the tingling sensation of getting money out immediately, thereby eliminating a major obstacle that prevents people from buying.

Another way to minimize the pain of payment is to understand " Psychological accounting Various ways of influencing purchasing decisions. Consumers will divide the money they get from different sources into different "mental accounts" rather than economists think that they should treat each dollar equally. Common psychological accounts include unexpected wealth, pocket money, income and savings.

2. make use of the power of default choice.

There is overwhelming evidence that if a choice is provided as a default option, the possibility of this option being selected will be enhanced. The default choice is a choice that people do not bother to bother with. It works partly because people have a sense of ownership before any purchase occurs, because the joy we get from the harvest is not so strong as the pain felt in the equivalent loss. When we are given something by default, it becomes more valuable than not being given. Therefore, we are more reluctant to lose it.

For example, a Italy telecom company successfully increased its acceptance rate to customers when they called to cancel service. At first, customers would listen to a recording and tell them that if they continue to receive service, they will receive 100 free calls. Later, the recording was changed to: "we have given you 100 calls to your account. How are you going to use it?" as a result, many customers do not want to give up the free time they feel they already have.

When decision makers consider their choices to be indifferent, confusing or contradictory, the default choice is most effective. This principle is especially useful in a world full of choices.

　　 3. don't let your choices overwhelm you. Consumer

If it is impossible to give a default option, marketers must be vigilant in choosing "overload", which will reduce the possibility of consumers buying. The variety of shops is unfavorable to the clothing marketers in at least two aspects. First of all, too many choices make it more difficult for consumers to find their favorite varieties and cause potential obstacles to purchase. Secondly, a large variety of products will increase the possibility that every choice is shrouded in "negative aura". "Negative aura" is a feeling of reinforcement, as if every choice will give you some of the functions you want and the other products can provide. Reducing the number of choices not only increases people's chances of making decisions, but also makes people feel more satisfied with their choices.

　 4. carefully positioning the first varieties

Economists believe that everything has a price: you may have higher willingness to spend than I do, but each of us has the highest price we are willing to pay. However, the way marketers locate a product may break this formula. Taking the experience of a jeweller's owner as an example, because the turquoise jewelry in the store was not well sold, she instructed the sales manager to halve the price of the jewellery, but the sales manager doubled the price by misreading the note she left, so that she sold the jewels. In this case, shoppers are apparently not buying at an absolute maximum price. Instead, they deduce the quality of jewelry according to price, thus creating a willingness to spend money in a particular environment.

This relative positioning power explains why marketers can sometimes benefit from providing several apparently inferior products. Even if these varieties are not sold well, they can increase sales of those slightly better products, which are exactly what the stores want to sell. In addition, another way to locate various options is not related to what products the company offers, but rather to the way the product is displayed.

　　 Marketers have long known that consumer behavior is affected by irrational factors. Behavioral economics can improve the predictability of irrational factors. If we can know exactly how small changes in product details affect people's response to it, they will release huge value at a very low cost.