Garment Industry: Customer Demand Turning To "Quality + Price + Service"

Danish bestseller group

Customer demand has now become "quality + price + service".

"Terminal stores want to continuously improve sales performance depends on talents, and salesmen are the biggest competitiveness", Van Doren, Hangzhou.

In Zhong Yan's view, the details of the salesperson in the sales process are mainly reflected in two aspects: one is the construction of its own image, and the other two is the process of guiding the purchase.

In this regard, the company also attaches great importance to regular training of purchasing personnel for different positions to solve the problems that may arise in terminal sales.

In fact, it is not just Van Doren, but now the brand of promoting the guiding role from "sales" to "image consultant" is very few.

Busen's prospectus shows that the company "seeks to provide customers with one-stop image consultant service".

In fact, a few years ago, Busen began to implement the "comfortable dress consultant" and "comfortable shopping service" fully, and launched a unified and standardized system training for all sales outlets, shopping guides and shopkeepers, so that they could understand the knowledge of products and clothing collocation, so that at the same time, the company could gradually adjust all the stores in the country so that consumers could enjoy the meticulous service and professional purchasing guidance.

"Men's casual wear is beginning to polarize. You can buy a shirt that you may not be able to match yourself on the Internet.

But in the traditional terminal, our fashion consultant will provide the most professional one to one dress solution to help you match and teach you to dress.

Bin Bao CEO She Xujin said that for this reason, the company has established a 4S store to strengthen services, integrating product sales and personalized services.

The slogan "men's dress consultant" was put forward earlier.

"Seven wolves give you not simple clothes, but to let you know how to dress and how to live", Zhou Shaoxiong said, the company's goal is "China's POLO".

This is mainly reflected in the company's investment in huge living and flagship stores. The location of the company's life hall is: in addition to providing traditional men's wear, it also has men's decorations, household items, women's wear, children's wear and other derivative products.

The living room will be a product related to modern men's career, family, leisure and other aspects of life, so as to interpret the true situation of modern male life.

The company said, "in the future, there will be couples' wear, father and son dress, mother and daughter dress" and so on. The seven wolves will provide a complete family form.

It can be said that the company extends the image consultant service to the whole family level, and this conceptual service may take shape in the coming period.

At present, however, brands and consumers may need more realistic services.

In China, consumers generally have two opposite senses of JACK & JONES, ONLY and VERO MODA shopping guide: they feel essential or feel very uncomfortable.

This is originated from the three brands' parent company, which has adopted some "extreme" way in the Chinese market: to follow the customers' enthusiastic service and to recommend suitable products for consumers.

ZARA, H&M and other stores in China have followed the way they sell overseas, where consumers of fashion products often spend a lot of time studying clothing consumption.

Therefore, ZARA and H&M provide convenience to consumers as much as possible so that they can choose products without disturbing them.

But according to the study of bestsellers, Chinese consumers do not know much about collocation.

Especially in recent years, after the sinking of the bestseller channels, consumers' personal aesthetic judgment may not be mature in many two or three line cities. Therefore, for several brands of the company, this shopping guide mode plays a decisive role in the promotion of terminal sales.

What is the size of a consumer when he moves into a beautiful shop? What kind of dressing style does he like? Actually, these questions have a general answer in the mind of the shopping guide.

After persuading consumers to try on them, the shopping guide will recommend the products that are matched with them, and will tell them casually that this is not a sales promotion, but only with better matching effect.

In fact, these seemingly casual collocations do not depend on the aesthetics of the shopping guide themselves, but are carried out by the company's internal display and matching team and designer's examination, and then passed to the store through powerful information system and smooth communication mechanism.

The end result is that consumers tend to buy many products that are not planned.

This relatively simple and more enthusiastic way of shopping guide may be more easily accepted and studied by domestic brands.

"Retail terminal service behavior is friendly to consumers and can attract consumption," said He Xuejun, general manager of Jiangxi branch of Hangzhou Ibrahimovic dresses Co., Ltd., "the affinity of service is the core."

In fact, no matter which mode it is adopted, service has become one of the most popular terminal links in clothing companies. "Service is usually considered to be important only after products and prices."

Donghua University Clothing Institute Fan Dezhi said.

The problem of "man" has been solved, and another important problem is "thing".