Frequent Mistakes In Clothing Store Operations

I dare not deny.

This is the format of the shop, but it is the author's original intention to put forward his own opinions on the management of the clothing store.

According to the author's observation, the seven major mistakes most likely to be committed by a clothing store owner are the important factors that directly affect the success or failure of a shop.

1, shop error.

In the process of guiding the selection of dozens of franchised stores in Fuzhou's "clothing times network", the author said, "I have found many shops, but they are not feeling very well". When I ask what their basis is, most people can not say enough reasons, and a few can tell a few reasons. Among them, there are many people who have been known as "clothing business for more than ten years".

So, is the prosperous area and the clothing business circle really a good place to shop? I do not agree with this view, the main reason is that the cost is high and the competition is more intense in the prosperous area and the clothing business circle, and the mentality of consumers shopping is more drastic.

Therefore, the shop conditions agreed to by the author are: 1, the shop area is slightly larger, generally more than 30 square meters; 2, the surrounding area is based on the radius of 500 meters, there are a certain number of residents; 3, there are many pedestrians in front of the shop.

The reason is that the store conditions are mainly based on less investment and the combination of dynamic and static sources. The low rent of the shops can produce the appropriate cost for media advertising, so that consumers can have a brand identity and the difficulty of offline pactions will be reduced.

While the combination of tourists and static resources, the influence of shops will be expanded gradually.

2, the wrong choice of goods.

The choice of goods in a clothing store is usually manifested in two ways. One is to purchase from the owner's feeling. The shopkeeper thinks that the beautiful style will enter a lot, and these styles are often not what the customers like. Two, follow the big stream to choose the goods and see the street.

A large number of styles entered, resulting in fierce competition in product homogenization.

The solution to this problem is to fully understand the needs of consumers, to communicate with customers before buying, to consider what products are needed from the needs of most customers, and to avoid buying goods with large quantities, which can avoid price war with peers.

In addition, the market competition for clothing wholesale is also fierce now. Whenever possible, wholesalers promise to return goods within a certain period of time, or return products on a pro rata basis, so that the pressure on clothing stores can be reduced.

3, the wrong choice.

When choosing shop assistants, the clothing store basically takes "young and beautiful" as the condition. Such salespersons lack the corresponding life experience because they lack the guidance ability when communicating with customers, and their sales performance is not satisfactory.

The author instruct the clothing store of Fuzhou clothing times to ask for four conditions, that is, a friendly smile, a free image in communication, a 30 year old age between 40 years old and a strong sense of responsibility. After that, the recruited salesmen can make effective communication with the guests, making it possible for the shops to grow significantly.

4, promotion error.

Opening a shop and keeping shop is a traditional practice, that is, waiting for customers to enter the shop and letting guests choose their own is the habit of opening up shop. Few people go to the "Kung Fu" outside the shop, which makes many guests who pass by the shop door fail to enter the shop.

In this regard, the author has recently written a book about the success or failure of "Kung Fu Kung Fu". If you do not add anything to it, interested readers can search for clumsy references for reference.

5, marketing mistakes.

The vast majority of clothing stores will have a "storm payment" theory, that is, a certain number or several clothing sales are very much, this phenomenon has made many shopkeepers proud of the correct selection of the purchase, but in fact it is not a good thing.

The correct solution to this problem is that the salesperson must learn to really sell clothes, know how to match colors, match clothes with the human body, and so on, so that every garment in the shop assistant's eyes is good products, so that all the goods in the shop can find suitable customers.

6, the mistake of the system.

This mistake is

It is very obvious that the clothing store is almost without system, and even the system is just a requirement for the time of commuting.

In fact, no matter which aspect of the system, only the system that can mobilize the enthusiasm of salesmen is the best system.

In this case, the author only emphasizes the salary system, because this system plays a key role in whether the enthusiasm of the salesperson can be mobilized.

"Clothing times network" in Fuzhou's direct shop, the original clerk salary is the base salary plus performance royalty, wage standard and local counterparts do not have two kinds, is a common practice in the market.

One shop was equipped with four shop assistants and the monthly turnover was between thirty thousand yuan and forty thousand yuan. According to the daily income and detailed account records, the author found that the turnover rate was high and the volume of turnover was low. The finding showed that the flow of shops was good, but the number of purchases per customer was very small.

Then, the space for performance growth is objective. The salesperson's sales skills and work enthusiasm must be deficient. After observation, four salesmen are basically unqualified.

The author puts forward the solution: first, change the personnel, dismiss all the original shop assistants, recruit new salesmen separately; two, adjust the salary system, the original base salary and the percentage of performance royalty remain unchanged, and establish a new turnover base, that is, with the lowest monthly turnover of thirty thousand yuan as the base, and the turnover increase by thirty thousand yuan, the base salary of the clerk will also double.

After the implementation of this system, the turnover doubled more than two times in the first month, and the monthly turnover was close to one hundred thousand yuan.

7, service errors.

The service errors of clothing stores are mainly manifested in two aspects: passive service and no follow-up service. These mistakes result in low turnover rate and low volume of pactions, which make it difficult to make repeat customers.

If a salesperson enters a shop, though he has a polite language reception, he lacks of behavior reception, that is, allowing guests to choose products on their own, and the whole paction is passively served.

If we want to change the level of performance, we must take the initiative to sell.

When the customer enters the shop, the shop assistant will have to see the matching of the guest's figure and the type of clothing in the instant, see the guests' preferences for color from the dress of the guests, and then quickly select the suitable clothing for the guests to try on the guest. Whether the guest can try to wear can help to push the key of the paction. When the guest enters the fitting room to try on, the clerk will quickly find out second pieces and third pieces.

To help guests compare and pick, it often allows a guest to buy more than one garment at a time.

In addition, a salesperson should prepare a customer information book to record the details of the guest's figure, style and color preferences as far as possible, so that customers can leave a telephone number as far as possible.

When customers are sent away, they have to give special account. Ask customers to bring their colleagues and friends to the store so that they can benefit the continuous accumulation of tourists and prepare for the gradual improvement of their performance and long-term management.