Explosions Are No Longer The Meat And Potatoes Sold In Clothing Stores.

Many years ago, clothing companies sought after explosions and orders for agents, relying on explosions and salesmen to recommend explosions. Most consumers also went with the crowd and bought fashionable products.

The explosion was a collective memory of the former clothing store, which gathered popularity and brought profits.

To this day, clothing companies have gone deep into brands, moving from single products to series, and consumers no longer pay for bursting.

In the face of market pressure, the concept of explosive money has gradually weakened.

The concept of popular money, classic money and image money began to subdivide.

Although there is no way to win, the perfect combination of popular and classic makes the terminal more successful.

This terminal magic cube invited Tian Ying, President of Marlon international fashion education institution, and Li Lingyun, manager of Beijing branch of Sheng Ze (Shanghai) Fashion Co., Ltd. and Xiong Shixia, chief designer of Huayi Hengxin, to chat about this topic.

Explosive money, as the name implies, refers to goods with high sales volume.

They usually sell a lot and are very popular.

Whether it is the careful planning of the brand or accidental coincidence, it is an important factor for the store to increase customer entry rate, improve the flow of people and some sales.

Explosion is popular.

There are several factors in the formation of the explosive payment: the style is good, the aesthetic tendency of the brand consumer group fits, and the shape fits well for most customers. Under these two conditions, a moderate price positioning is the reason for the final consumer.

To satisfy the first three items, this clothing will become easy to sell, and if it can be easily matched, it will be enough to sell it.

Xiong Shixia, chief designer of Huayi Hengxin, analyzed.

Such a burst is also known as

It is like a dazzling but short-lived light. If it is shown in the display and marketing to maximize its effectiveness and maintain a lasting popularity, it can extend the "flowering period" as long as possible and avoid a flash in the pan.

"If we say that the fashion in the window can bring consumers into the door, we can also rely on the principle of proximity, so as to achieve more possibilities of paction."

XIONG Shi Yu told reporters.

The image section represents the brand image, similar to the concept car in the car.

In the season, it is usually the first batch to arrive, indicating that the brand is following the trend.

The image is displayed near the popular radiation area. It is displayed by point hanging or model dress, which is used to brighten the area outside the popular sales area.

Relative to popular and image money.

XIONG Shi free explained: "outside the shop window placed in fashionable models, the first step in the visual attraction, and the surrounding goods for the first collocation display, then a layer of second matching display, plus third layers, so as to form a large sales radiation area, increase the possibility of sales."

Although popular fashion is good to sell, it does not mean that it can always sell well. Generally, there will be goods catching up in general fashion. Once there is a lack of foresight in the value of chasing goods or in the declining season and season changing season, there will be inventory. At this time, the discount will undoubtedly add the last piece of wood to the sale of popular money, so at the end of every sale season, it must be the last chance for businesses to seize sales.

Explosive money is also classic.

"There was once a shop in our shop.

It can be matched with any suit. It has been three years since the beginning of the sale, and the sales are still very good, and the price is not low, because the classic section is not discounted, it represents the classic of this brand.

Li Lingyun, manager of Beijing branch of liter fashion (Shanghai) Fashion Co., Ltd. believes that a very good style is often the classic style.

Although the classic section does not always sell for a time, it can be sold for a long time because it is suitable for a wide range. It has become the treasure of the terminal stores.

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Classic colors should also be classic and versatile.

It can match different single products in different scenarios.

So the classic section can highlight the function of collocation.

It is not a chance to make a fortune. The process of forming is very long. The salesperson collects the valuable opinions and customer information of the last season at the terminal, and feedback it to the designer to design the customer's needs.

"The order will be clear in spring and summer. According to my understanding of the brand customer base, I can now predict that several of them will have better sales performance."

Li Lingyun said.

Consumers in the past had a herd mentality, and now the consumers are well-developed and very individual.

In particular, high-end brand customers are very taboo against bump shirts, but are reluctant to buy large sales styles.

Especially for clothes priced at ten thousand or twenty thousand yuan, the customers prefer that they only have their own.

"Once a customer came to my shop and asked for a replacement. The reason was that she saw many people wearing the same clothes themselves, and they felt uncomfortable, so they wanted to change them."

Li Lingyun said, "the classic brands of high-end brands are sold all the year round, except for changes in color, fabric and local details.

For example, Chanel's little black dress.

Store sales no longer rely on explosions.

Many garment enterprises started with a single product. In those days, a skirt could sell tens of thousands of pieces. Later they turned the serialization of products into brands, and gradually reduced the concept of exploding money.

All products of the brand will be designed around the work and life of the corresponding customer groups.

Brand is a way of life interpretation, with a fixed customer positioning, all products around the customer's lifestyle design.

When you work, you have a series of work; there are series of parties suitable for social activities; there are leisure series when you go out to play.

When customers enter a clothing store, they enter a way of life and can buy clothes that are suitable for different occasions.

More and more brands are serialized. They no longer pursue design explosions. They design different series of clothes, which are suitable for customers to wear on various occasions.

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Maloney, President of the international fashion Education Institute of Tian Ying, analyzed from another angle: "if a salesperson wants to recommend a good clothing, it needs more attention to collocation. How can this single product carry out a variety of collocation combinations? Different styles of guests can create different images.

For example, the same jacket, some guests are suitable for an inside lap, open to wear good-looking, some guests can wear skirts or pants, and other guests need the shop staff to make accessories ornament.

Standing at the customer's point of view, instead of standing on the opposite side to promote the sale of goods.

The main role of explosive payment is to substantially increase sales in a short period of time. If a clothing store sells too much money, it will become a foil for sale outside the sales area, which is not conducive to the development of brand shops in the long run.

"If everyone pursues the explosive payment, the agent will only order the explosion when ordering, then the explosion will not burst."

Tian Ying and the other two believe that a stable clothing company can not rely on exploding money to boost sales. Instead, the main force of sales should be placed on the creation of a series of commodities. This is the dominant force that gives customers long-term reliance on and trust in brands.