How To Face The Predicament Of Clothing Industry In Clothing Management

In view of the fierce economic downturn this year Clothing industry Last week, at a professional seminar salon held in Guangzhou, industry experts such as Mao Jihong, the founder of the well-known clothing brand "Exceptions", and Guo Qiming, the founder of "Golia", emphasized that "change" is the most important measure to deal with difficulties.

　　 One change: bring online consumers back offline

With the development of the Internet, it is an unavoidable topic that physical stores are impacted by the Internet. But do retailers just accept this situation silently and do nothing? Absolutely not.

It has been more than half a year since the opening of Fangsuo. It is believed that many local consumers have experienced its differences from traditional bookstores. It not only sells books, but also integrates clothing, coffee and boutiques. It regularly holds exhibitions or lectures for famous artists. Many people call it a "life museum" or even an "art museum". Moreover, it has steadily won over a group of young and petty bourgeois consumers, Mao Jihong They may have been loyal supporters of online consumption before, but since the establishment of Fangsuo, the consumption action is not limited to clicking on the web page.

In this regard, Mao Jihong said that he had achieved half of his goal. Because the original purpose of the establishment is to bring a group of online consumers back to the "reality". What we need to do is to provide them with a new shopping environment. This place can not only meet the shopping function, but also have the function of enriching the spirit. Providing entertainment is a way, and expressing the humanistic atmosphere is also a way, But the most important thing is to let consumers spend more time in the store, so you must change your previous rigid sales dilemma pattern. You should know that consumers are all "flower lovers". They seldom change their choices for you. They can only change themselves to meet more challenges.

　　 Second change: selling concept first

The concept first approach is not necessarily to ask how many clothes must be sold today, but to influence consumers imperceptibly. Once they accept your approach, they will automatically go to the door to buy the clothes they need.

Unlike Fangsuo, the Goliath 225 Concept Club located on Beijing Road has never sold clothes since its opening. There are also cafes, flower shops and exhibition halls, but there is no shelf for clothes. Guo Qiming said that in his concept, the focus of this building is on the designated floor that displays clothing themes. As long as this concept first approach is carried out, the brand image will become more independent and distinct. If there is no change and only some conventional display and publicity are carried out in the mall, the development of the brand will not leave such a clear impression on consumers. Although the concept club business may not make money, it is difficult to gain tomorrow without today's efforts.

Among the local brands that also emphasize the concept first, there is the famous men's wear brand CABBEAN. They launched the micro film 33 Maple Street on a large scale this summer. Although it has joined the excitement of the micro film trend, as its marketing strategy, it can also reflect the "change" attitude. The change is to show the designer's Clothing brand The importance of the brand, that is, the branding of its designers. For example, Chanel has always regarded its founder as the biggest promotional selling point. Once the designer gets more glory, the brand will become more popular. As long as consumers accept the designer, their performance will increase proportionally. Of course, there is also something wrong with the practice of designers' concept first. For example, one day, the brand and designers will be separated, and the complementary relationship will disappear immediately.