Seven Secrets Of Underwear Store Operation

Under normal circumstances, invest about 5~6 million to open a decent brand underwear store.

It looks very simple, but from the actual underwear store operation, underwear.

Underwear stores have been developing very fast in the past two years. There are several reasons: first, because of the improvement of living standards, women have more and more requests for underwear. Secondly, the growing market demand makes the stores become an effective and necessary selling channel. Three, because some underwear brands are more suitable for the sale of exclusive stores, the four is because the threshold of opening a store is not high, the pressure of funds is not big, and competition is far from the drastic of clothing, so it attracts more and more investors.

In recent years, the author has been working in the underwear industry, and has been studying how to keep the store's performance stable and sustained profits. At the same time, enhancing the performance of the store is also a problem that many underwear enterprises have been studying.

In the final analysis, enterprises are driven by the terminal. Some enterprises have been spreading nationwide, but sales have never seen any growth. Why? Of course, the terminal tension is not enough.

That is to say, the operation of terminal stores is not ideal, so that the whole sales chain can not be run.

The author summarizes the experience of underwear marketing in recent years, and thinks that to run a good underwear store, we should do well in the following aspects at least.

First, choose a good brand and proper location.

Choosing what kind of location to open a shop depends on your own investment ability. The better the location, the better the business will be, but the risk of investment is also greater.

Under normal circumstances, we should choose the pedestrian street with local clothing sales atmosphere, the location must not be too remote, the smell of wine is also afraid of the alley, and the selected location must be the target consumer crowd often haunt.

Choose what brand should be decided according to your local economic level, and the manufacturers behind the brand must have certain strength and long-term development market determination, rather than the opportunistic enterprise, otherwise it will bring endless troubles; and the quality of the brand must be excellent, because underwear is a close fitting object, the quality of the product is very important, and the inferior products will hurt the delicate skin carelessly, so it will be troublesome to complain to consumers.

The mature mid and high grade underwear brand usually takes the shopping mall as the main sales channel. In order to guarantee the operation of the shopping mall, the discount to the franchised stores is usually high and the profit margins are relatively thin.

And the regular discount will inevitably affect the operation of franchised stores.

Therefore, the general low-grade brand is more suitable for the sale of exclusive stores, the price is moderate, and the profit space is relatively large.

And middle and low end Brand Mall channels are generally weak, and are not vulnerable to price shocks.

Two, choose the right style and color.

After a good brand is established, the right style must be chosen.

No brand can sell well, so you should mainly sell the best selling style, so that it can save money, speed up the process of customer selection, and enhance the customers' interest in products.

Besides, the comfort of products is very important. Wearing uncomfortable underwear will not bring customers back.

The combination of products is a very profound knowledge. We must have different series of products to fully meet the needs of women's underwear.

And different regions of the female breast type characteristics are different, the color preferences are also different, different climatic conditions lead to different regional underwear portfolio is also very different, such as the northern women's chest is more plump, size should choose larger, and southern women are small and exquisite, small code will sell well, winter color is deep, summer color is light, New Year holidays, red will be the best selling color.

The product version is another art. The best selling style and color must be displayed in the main position. The visual display of the hanging plate is also very important. The customers entering the shop must feel the cleanliness and taste of the overall display.

Women are sentimental animals, beautiful shopping environment will stimulate their desire to buy.

Three, building store image

The image of a store is very important, because you are a franchised store, not a grocery store that you can bargain at will. You must decorate a certain taste and style. You need to highlight the brand style, and the atmosphere must conform to the consumer psychological characteristics of the female consumers.

Store image system is mainly divided into several blocks.

1) the shop head directly determines your business scope and grade. If you open an underwear store, it is very important that you can attract women's eyes.

You can use high-grade crystal characters to make doorsteps or use brightly colored ink-jet.

2) image painting in the image shop. The main image of the product determines the overall tone of your product and brand. The affinity of the main image is also important to the customers.

Moreover, image painting is closely related to the main push style.

3) POP is essential for displaying the strength of POP in the store, as well as authorized business cards, famous brand display boards, etc., which can increase the persuasiveness of sales, as well as promotional brochures, posters and so on. It is also one of the direct reasons to attract customers to buy.

4) window display is the best way to see the grade and quality of the products. The window must be arranged in style and at the same time attract the eyes of women. Some important information, such as new product listing and promotional information, can be displayed in the window in time.

5) salesperson salesmen should wear clean, uniform and neat professional clothing, preferably to manufacturers, so as to ensure the unity of the brand.

And the behavior and behavior of the salesperson must be standardized and full of mental outlook.

Four. Train excellent salesmen.

Underwear is very special because of its privacy. I have contacted many landlady of underwear shop. Many people have sold underwear for decades. It is not clear how A, B, C and D in bra size are.

First of all, a salesperson should have a pair of eye piercing eyes. That is to say, when a customer enters a store, you have to see clearly what kind of cup cap she is wearing, which is more appropriate, rather than measuring it with a ruler, and then you can recommend it more accurately. Of course, it is necessary to have a good judgement. But good salesperson can usually do this, and the principle is the same as that of the salesman.

The salesperson's age is best between 28~40 years old. When young girls give underwear to people, it is inevitable that they are not authoritative enough. They are too old to have their own image.

Buy underwear must be tried on, absolutely not intuition, because different brand size specifications are not the same, so responsible shop assistants should try to persuade customers to try them on, so as to ensure that customers buy underwear comfortably and comfortably, and increase the customers' interest and return to the brand.

The sale of the terminal is ultimately done by the salesperson. The survey data show that the turnover between the highly skilled salesperson and the poor salesperson may vary by more than 8 times.

Whether you are a salesperson or hire a salesperson, you must invite company trainers to carry out professional underwear knowledge and marketing training.

Five. Strategic advertising campaigns.

Usually, targeted advertising can bring direct benefits. A small underwear store can not be put into a lot of media advertisements, but it can spend a lot of money to do practical things. For example, in the main street, there are some promotional activities to show banners, to make a light box at the door of the shop, or to send some small bills or coupons in the crowd concentration area.

You can also plan a window show, invite one or two models to show live people, make a hype report with the local media, and quickly gather popularity and raise popularity.

Terminal promotion is always a magic weapon for women. Nowadays, underwear brand manufacturers usually offer some promotional products. Attractive promotional gifts can deepen your feelings with customers and narrow the distance. At the same time, it is also a good loan for your products to maintain price stability without discount. At the same time, a good promotional product is a mobile advertisement.

Conditions permit, there should be a long-term sales promotion activities, at the same time, promotional activities should be constantly changed to give consumers a fresh feeling.

Six. Cultivate loyal customers.

The customer loyalty of underwear products is much higher than that of fashion. Garments often have too many styles, colors or seasonal choices to easily pfer women's interest.

And the style and choice of underwear are much smaller. Underwear is a close fitting object, and it is easier to develop feelings in dress and women. Usually, the number of female consumers of brand underwear is generally around three brands.

It takes time to cultivate loyal customers. Women have good things that are more determined by the characteristics of sharing. Experiments show that a loyal customer will at least bring you about 5 customers, and these new customers may become loyal customers.

This will gradually form a huge and stable sales network.

Therefore, it is a compulsory course for a good store to keep close distance with the old customers.

Can often provide some unique services to old customers, instead of giving promotional gifts, sending greeting cards or sending greetings on birthdays or festivals, timely notification of promotional information, regular organization of some old customers, fashion salons and other activities, so as to firmly stabilize customer groups.

Seven. Clean up inventory products in time.

Business is bound to suffer from inventory problems. You will never be able to sell one hundred percent of the imported products. You must be decisive in dealing with the unsalable style. When dealing with this problem, you must deal with it, because backlog will only lead to an increasingly devaluation of the product, and at the same time, it will also bring greater financial pressure, resulting in the cash flow can not flow normally.

For overstocked products, they can be processed at a reduced price or as a promotional product.

At the same time, you should regularly check your inventory, clearly understand the direction of the product, and analyze the sales data in detail, so as to reduce the risk of backlog.

It is more clear to know that sometimes, the result of hard shop is that all the money we earn is inventory, and inventory is cleaned up and converted into cash profits.

Now do you know how to run an underwear store? Let me do what I said above. Congratulations, you have succeeded more than half.

If you have sufficient financial strength, the location of the store is absolutely good, and the economy of your city is relatively developed, Congratulations, you must have been very successful.