Clothing Marketing: Meticulous And Considerate Service Quality Is Especially Important.

"This dress is the latest" brother's money, "which is very affordable.

2010 during the Spring Festival, I heard a vendor in the middle market of a city in Northeast China recommending clothing to consumers. In a simple sentence, it is thought-provoking. The so-called " Brother's money "A brand imitates the style of a brother. For the general consumers of the two or three tier cities, don't mention the big brands abroad, that is, the costumes of hundreds of thousands of yuan, they are already luxuries, so they can only go back to buy the "brother money".

For a brand to do so, even the imitation money can be very appealing, to a certain extent, reflects the brand reputation.

Of course, a brand can emphasize individuality very much, like Bo Tao, only making clothes for thin women. Like a Italy women's wear brand, it only makes two sizes, and in its designer's words, he "only makes clothes for women who are 40 years old who can still maintain good figure."

On the other hand, sometimes sacrificing some personality and giving full consideration to consumers reflect a concern.

No matter when, excellent quality is always a necessary condition for excellent brands, and also a respect for consumers.

Brother is one of the most successful clothing brands in recent years using the strategy of market segmentation. An important reason for its success is Market segmentation strategy The choice is right.

When other brands make a big fuss about young people and compete fiercely, they are aiming at the backbone market of middle-aged white-collar workers, from clothing design to marketing network. Image design All have done enough articles, so that they have been favored by consumers of this age group, and have been among the top sales of women's clothing in China.

Many enterprises and companies may divide the garments into several plates, such as S, M, L, XL and XXL, while neglecting the uneven changes of body size due to partial weight gain in mature women.

If the width of the back is increased, the shoulder width will not be changed. This is because the increase in body fat does not change the skeleton. So the clothing can only meet the needs of the so-called big size women's clothing in form, but it doesn't feel comfortable to wear.

The more than 30 year old woman began to gain weight, and the body shape of the woman who had been born will also change. Wearing A clothes is generally inappropriate. However, B, C models of clothing, enterprises in plate making has a certain degree of difficulty, not easy to grasp the proportion of each part of the clothing. Moreover, the design of enterprises will increase the cost of the models and styles. In addition, the production of large size clothing requires more enterprises from design to plate making, so many enterprises are unwilling to produce such garments.

If you think about it and do it, you will succeed.

This is probably the secret of success.

Quality woman

"Chinese women's wear has begun to appear in the top brands, such as Jiangnan cloth, white collar, movie, Si Fan, exception, MAS Phil, etc. They will walk naturally into the new stage of capital operation and internationalization. Wang Zhuo, Secretary General of the China Fashion Association and director of women's wear Specialized Committee, said.

After years of development, Chinese women's clothing has basically met the needs of women's clothing, but only a small number of women's clothing has a relatively personality, and modern consumer dress personalization, pursuit of style and fashion, all age groups of women consumers demand for brand clothing is also higher and higher, which makes the market has been divided, different ages, different economic status, different cultural backgrounds consumers need different clothes. {page_break}

Many large shopping malls have specially designed youth monopoly areas like "youth Pavilion" and "lady's house". However, there are few clothes for mature women who are beginning to deform.

Although now has entered the era of buyer's market, but the enterprise service consciousness is not enough, for consumers to consider is not very comprehensive. Most enterprises are more willing to place their products on young people because young people are in shape.

The proportion is good, the color and style are not limited, and the size is centralized. There is no difficulty in designing and making plates. Young people's clothes are catching up with new ideas, changing rapidly, and selling naturally faster. As an enterprise, we must strive to maximize profits.

In addition, some enterprises are reluctant to produce such clothing because of their one-sided brand image. A famous clothing brand responsible person once said: "a good figure in our clothes will naturally look very nice, but with bad clothes, our clothes will not look good." This will have a bad effect on our clothing brand. "

Take trousers as an example. Many brands of trousers have a maximum waist circumference of 2.3 feet, usually 2.2 feet. This size is obviously not suitable for many young women who are fat. Even if the size is right, color and style are not suitable for them.

There is a big difference between women's wear and men's clothing, that is, a higher degree of personalization. Female consumers usually prefer taboo shirts to personalized wear.

However, regardless of the prevailing trend of domestic women's wear, quality is always the foundation and premise. In the future market, high quality brand women's clothing will become "rulers".

Quality service

Quality not only refers to the quality of clothing, but also the quality of service as a consumer oriented garment industry.

It is regrettable that most of the women's clothing brands in China only make the product quality stage, at most they can achieve the sales link, and do poorly for after-sale sales. As long as the customer paid the money, even if he smashed his hand, no matter what, he would not return it.

Of course, there is no reason to return the business model that has long been popular abroad.

The so-called "no reason to return" refers to the purchase of goods, consumers feel dissatisfied, inappropriate, do not like the goods returned, do not need to make any explanation.

Compared with the operators, consumers are weak. The operator will not go bankrupt because of a piece of clothing, but for consumers, it costs hundreds of thousands of dollars to buy a clothes that he does not like. First, he feels uncomfortable. Second, it is also a waste of resources. The end result is a loss of trust in the brand.

Of course, there is still a lot of technical reasons for the reason why domestic brands do not have "no reason to return". For direct brand, it is relatively easy to do this, and for the brand that sets up counters in department stores, returns not only relate to their own achievements, but also affect the sales volume of department stores.

Can we reduce the possibility of consumer returns? Of course, the answer is yes. First, it is necessary to do well in product quality and reduce the possibility of returning goods; secondly, in the sales process, sales personnel should really start from the characteristics and needs of customers, so that customers can buy satisfactory products, not to complete sales, but to sell the clothes that are not suitable for customers, so that when customers buy them back, the more they want to regret,

Most of the quality of clothing has been well done, and we still have a long way to go to service quality.