How To Win In Fashion Marketing

The shoes should be looked separately.

The market prospect of shoes is very good, the share is expanding and the profits are quite good. In recent years, department stores have welcomed the introduction of shoe size and brand.

That is to say, in this aspect of shoes, although the competition is increasing, the market share of the whole shoe is increasing, the business area of shoes is expanding, and the brand of shoes is increasing.

What about leather bags? The development of department stores in recent two years is not very good, showing a shrinking state. The area is shrinking and the brand is decreasing.

This means that the enterprise will have more opportunities to enter the market of shoes, and the difficulty of entering the high-end department stores will become more and more serious.

The marketing, positioning and strategy of brand in department stores are closely related.

Despite many brands, in fact, leather products do not form a combination of high school and low level shoes.

In department stores, competitors are not just foreign brands, but their own and their competitors.

Even if there are foreign brands, it is mostly done through domestic agencies.

The main problem of domestic brands is that they cannot survive after setting up counters.

Because the time limit for cultivating counters is far greater than that given by department stores.

That is to say, to enter the department store market, enterprises need the growth mechanism of fast terminal performance.

In the past, the era of making money by setting up counters was gone. In fact, there was no mechanism for special agents who had long relations with department stores and had good business relations. Their operation history, cultural background and quality of enterprises determined that most of them made money by market opportunities rather than relying on fast terminal growth mechanism.

That is to say, it is impossible to quickly put a nameless domestic brand.

With the agent of the market, the brand is promoted to a well-known brand accepted by the majority of consumers.

All agents are more business relationships, but today's business relationship can not replace the performance of the counters in the fierce market competition.

Brand players also lack the mechanism to make the terminal grow fast. The so-called brand names are more manufacturers of products, which are only a stock of goods, rather than a profit making mechanism.

But it takes time for consumers to understand brands. Relying on natural development, it is very difficult to accumulate certain consumers in the short term, so they can not reach the bottom line sales of department stores, and may be forced to give up after high cost investment.

How can we improve sales? Consumers do not even listen to advertisements nowadays.

A typical example is that a domestic bag brand has invested a lot in advertising planning expenses, but it has not reached the goal of winning the game quickly and opening up the market. Finally, the huge investment has brought dozens of stores to open up, which proves that advertising has not played the proper market appeal power in leather fashion products.

Therefore, brand entry into department stores needs more than just the social relationship of agents, but what is more needed is a set of marketing mechanisms for the rapid growth of the terminal.

Besides, leather goods are not common.

Brand, because seasonal restrictions are too strong, we can not change department stores, because department stores can not make their counters half empty, but leather clothing, fur industry needs to pform is our business philosophy, in the past, we have leather industry fur clothing brand, and even become the main product of the southern Marketing Company.

As a leather garment enterprise, is it possible to develop a product line that matches this season and move towards comprehensive clothing development? If leather and fur enterprises do not make such a pformation, their market share may also be gradually squeezed by the styles developed by garment companies, and the development space will be smaller and smaller.