Marketing Strategy Of Clothing Industry Aiming At The Characteristics Of Youth Clothing Consumption

(1) brand image building

Positioning is the precondition of clothing marketing. The positioning of clothing brand can be expressed as the appropriate design and combination of clothing products, services, prices and images according to the consumption needs of the target customers, so as to attract and stabilize target consumers with distinctive clothing products.

Clothing brands for teenagers must conform to the psychological characteristics of teenagers. They should highlight the themes and styles of pursuing self, pursuing freedom, daring to innovate, youthful vigor, personality independence and fashion frontier.

The name of the brand should also be noted that the name should not be too old-fashioned, and must have the flavor of a new era.

In the brand slogan, we should also pay attention to the psychology of teenagers, such as "Metersbonwe, do not take the unusual road". The brand concept like this is easier for young people to accept.

Considering that some businesses will subdivide the target customers of young people, or some enterprises are unwilling to focus on such a group, clothing brands should take the brand development strategy.

For example, Metersbonwe's series can be divided into two categories: Campus Series and city series.

The campus series is mainly aimed at secondary school students and college students who are still studying on campus. The city series of clothing is relatively mature, suitable for working people and urban white-collar workers.

And some brands also divide the youth into several groups, such as JEANSWEST's three clothing brands: JEANSWEST, Phil, J-one.

JEANSWEST's clothing is more popular and suitable for people of all ages.

Phil's clothing is more orthodox and suitable for students. J-one's clothing combines fashion and fashion elements, keeps up with fashion frontiers, uses materials better, and sells every clothing Limited, mainly for young people who pursue fashion.

(two) selection of store locations

The clothing chain stores targeting young people are basically consistent with the location rules of chain stores. However, due to the characteristics of the crowd, the choice should also highlight the characteristics.

We should pay attention to the following points about the choice of store locations:

1, geographical location.

Choose a place where teenagers are more concentrated or used to shopping and entertainment.

A place where teenagers are more concentrated is the place where universities are concentrated. Generally, setting up shop inside or near the "university town" can guarantee a certain amount of people's traffic.

The second more suitable place is in the business district. The business district is generally combined with shopping and entertainment and leisure as a whole. It is a place frequented by teenagers, such as the pedestrian street in Wuhan.

In short, the choice of location is based on the situation of people's flow, and choose the place where teenagers concentrate.

In addition, it is also necessary to choose the place where the business is developed. Many customers will not choose to buy a garment or a shop to travel. Generally, they will choose a wide range of choices.

2, the situation of competitors.

We should take into account the number of competitors in the area you choose, and avoid avoiding competitors. We should open a store near our competitors.

Because according to the author's observation, the place where the competitive brand is concentrated is that most consumers have the desire to buy clothes clearly, and they can form economies of scale, because they choose more and are more centralized. Once customers have the will, they will think of this area.

This is a win-win thing.

Moreover, competitors can know their strategies and situations at any time, so that they can quickly find their own shortcomings and learn from other brands' experiences.

There is a slight difference between teenagers and ordinary consumers. The goal of their shopping is to buy clothes and entertainment, not to buy clothes, but to buy clothes and buy them to go home.

Generally, there will be more similar chain stores for comparison, and a group of teenagers will spend more time in the street, so they will choose the place where the brand is more concentrated.

(three) shop environment and display

1.

Regional distribution.

The clothing area should be divided according to the different needs of teenagers.

Some teenagers or students will be more interested in the "campus wind" clothing series, while some teenagers may prefer the fashionable, weird and personalized clothes.

So different styles of clothing should be placed differently so that they can be looked for.

Generally speaking, there are several layers of design for chain stores.

Men's clothes are best placed on the first floor while women's wear is on the two floor.

Because young men seldom go shopping together or buy clothes for themselves to stay in the shops for a long time, they usually go shopping with women, that is, buying women's clothing as the main motivation.

So if you put the men's clothing on the two floor or higher, and the women's clothes are on the first floor, it is very likely that the customers will not go upstairs to pick or watch after buying the women's clothes on the first floor.

On the contrary, if you enter a shop, you can see men's clothing, regardless of whether or not you have purchased the plan before, you may have a fancy to buying it. This will not only increase the flow of men's clothing area, but also increase the sales of men's clothing.

2, store decoration.

The interior of the shop should also cater for teenagers' psychology to put some decorations, such as dolls or potted plants. Holiday decorations, such as Christmas trees, should be arranged at Christmas or other festivals.

And teenagers always like new objects, so a decoration or decoration can not be placed for a long time, we should pay attention to timely replacement.

The clothes on the model should change every day. You can make an article on the hat and scarf.

Display the contents of the wall should be changed once a month to highlight the new model.

3, store music and color.

The music in the shop should be popular. In general, pop songs should be shown in contemporary youth.

First, we can relax our customers' mood and let them enjoy the shopping process.

Secondly, when young people hear their familiar songs, they usually feel good about shops, and stay longer in shops.

The choice of shop color should be varied, but not fancy, in line with the theme of clothing.

Young people's clothing shops use bright bright colors to highlight youth.

However, except for some areas, such as fashion clothes or costumes, they should use more cool colors, such as silver or metal color, to highlight personality and rebellion.

(four) sales promotion skills

The job of garment salesmen is to find out the key to success in specific sales work.

Only by finding the key to success in sales can clothing salesmen be able to target.

The promotion skills of teenagers are as follows:

1, dress and mental outlook.

For young people's clothing chain stores, the first recruited salesmen should be teenagers, so there will be no generation gap in communication with young customers.

Then the uniform should not only be uniform, but also fashionable.

To give teenagers a sense of beauty, if teenagers see a group of old fashioned salesmen, their confidence in the brand will also be greatly reduced.

Promoters should wear light make-up, hairstyles can be stylish, and there is no need to behave properly. Too formal hairstyles will give young people a sense of oppression.

Shop assistants should maintain good energy and smile and have a positive mental outlook. Every time or when they sell clothes, they should take the slogan of the store manager to maintain their enthusiasm and enhance the atmosphere inside the store.

2, have the knowledge of fashion and fashion.

Young people will not ask professional questions, and will not care about the materials and workmanship of clothing. They are more concerned about the selling points of this dress and its fashion points.

There is also the problem of clothing matching.

So the shop assistant should have popular knowledge and understand.

Methods, and use these to convince customers.

3, do what one likes.

We should pay close attention to the needs of customers and recommend suitable clothes according to customers' skin color and body shape.

If the customer is not satisfied, try to find the real demand in time and choose the recommended style according to the demand.

We should learn to agree with customers' opinions, especially teenagers who are more interested in self selection than others.

So if teenagers are not satisfied with clothes, they should agree and change immediately.

When shopping with friends of the same age, young people should also pay attention to their views, because teenagers almost always ask their partners when they travel together. It is also very important for them to be satisfied.

(five) promotion strategy

1, promotion means.

People always have an expectation of discount. When they look after a piece of clothing, they often wait for a discount.

Especially for young people whose economic strength is not very strong, price performance is a standard they care about. And because they prefer to go shopping or entertainment parties, there are plenty of time, so they will not rush to buy.

At this time, businesses can take the new product just launched a week or a few weeks (not long time) the original price sales, and then put up a discount sign, then see the cheap clothes, will cause many people's desire to buy, because it will feel very cost-effective.

In addition, the discount should not be an integer, preferably a fraction.

It can give people a delusion of fine pricing, and it will make people feel cheaper and the lowest discount.

This is a mantissa strategy.

It's a good time to promote sales during the season changing season.

Many people are accustomed to shopping for cheap goods during the season, and businesses also need to deal with inventory.

Therefore, the discount at the season or direct sale will be a win-win solution. Generally speaking, the sales volume will be relatively large during this period.

Holiday promotion can not be ignored, let alone holiday is the best time for businesses to make money.

Because during the holidays, teenagers rush out and come out in crowds of shopping, shopping and entertainment.

Christmas Eve is a good example. Many teenagers can even cram outside all night.

Businessmen should play the slogan of holiday promotion at the right time, and can also give small gifts related to festivals. This can match the festival atmosphere and achieve good results.

2, membership and VIP system.

Enterprises should pay attention to maintaining a group of old customers, so membership and VIP system can be adopted.

When customers buy a certain amount of money, they can apply for membership cards or VIP cards, giving customers who have membership membership a lower discount.

This will attract customers to come again.

Become loyal customers.

Each shop should set its own amount according to its own situation, because it is aimed at teenagers, and the amount is not set too high.

It can also offer a lower discount on some members' birthday. This strategy can make the customers feel caring and warm, narrow the distance between the customers and the shops, and win the customers' affection in emotion.

In addition, a large proportion of young people are students, so if students are given special "Campus Cards", they should be able to attract a large number of student customers.

3, make poster and window.

At the entrance of chain stores, there should be a clear POP billboard to inform customers about the sales promotion they are doing now.

And the promotion card theme should be clear, bright color, content fashion, in line with the aesthetic concept of young people.

In particular, to highlight the promotion of discounts and send things, let a person can pay attention to the theme of the content, do not have to win the host.

Showcase is a display platform for chain stores, and wonderful windows can attract a large number of new customers.

You can also tell the old customers the new products.

There are several main and commonly used collocation methods.

One is the group of models.

People can be informed of the main products of the month by modeling their bodies and clothes.

The windows are replaced every month.

The model group should also cooperate with various decorations, so as to create a complete scene.

The theme is outstanding and must be fashionable.

The two is the huge poster, mainly the image of the spokesperson.

For teenagers, if you see your favorite idol's endorsement, you will see it through the shop.

This is more difficult for the choice of spokesperson.

According to the author's observation, the selection of only one poster window form, the spokesperson is a combination, and is a favorite combination of young people.