Factors That Should Be Considered In Designing Clothing Marketing Channels

Generally speaking, clothing manufacturers should try their best to avoid using the same distribution channels as competitors.

If competitors use and control traditional channels, clothing manufacturers should use different channels or channels to promote their products, which are very popular with women in the United States. In the past, all garment manufacturers producing pantyhose have sold their pantyhose through department stores and women's clothing stores to avoid competitors. Due to the influence of consumers' buying patterns, some garment manufacturers have to use the channels used by competitors.

For example, when consumers buy food, they often compare brand names and prices. Therefore, food and clothing manufacturers must sell their products in retail stores that run their competitors' products, that is to say, they have to use the competitors' use.

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Among them, consumer spending habits mainly refer to the following two points:

(1) consumers have different buying habits for different consumer goods, which will also affect the choice of distribution channels.

The distribution channels of convenience products are the special products of "long and wide" consumer goods (such as famous brand men's suits, etc.), because consumers are accustomed to spend more time and energy to find this special consumer goods, so the clothing manufacturers of special products (that is, famous brand clothing manufacturers) generally sell their products only through a few carefully selected retailers, even in one area only through a retailer to sell their products, so the distribution channels of special products are "short and narrow".

(2)

Generally, the number of purchases is small, and the number of purchases is small.

Industrial users usually buy a few times (the equipment needs a few years to buy it. The raw materials and parts needed by the garment manufacturer are bought according to the contract once a year or a few years).

This determines that garment manufacturers can sell products directly to industrial users, and generally can not sell products directly to consumers, because clothing manufacturers will increase their costs many times and small quantities, which is not cost-effective.

This refers mainly to the following situations of garment manufacturers (companies) themselves:

(1) the product mix of garment manufacturers (companies).

This refers to the situation: what kind of product is there in a company and how the product mix affects the selection of distribution channels because of the objective contradiction in production and marketing: from the aspect of garment manufacturers, the sales volume is larger (assuming that the products are all ordinary consumer goods with a low unit price), otherwise, if the number of sales is frequent, the garment manufacturers may sell directly to retailers, which is "shorter and wider"; conversely, if the width and depth of the "product combination" of the garment manufacturer are small (i.e. the product type, model and specification are few), the clothing manufacturer can only be pferred to the last consumer through wholesalers and many retailers, and this distribution channel is "longer and wider". Product mix of a company

(2) whether garment manufacturers can control distribution channels.

If garment manufacturers (companies) need to control market retail prices in order to achieve their strategic objectives,

To control distribution channels, we must strengthen sales force, engage in direct sales, and use shorter distribution channels.

However, whether clothing manufacturers can do so depends on their reputation, financial resources, management and so on.

If the clothing manufacturer's products are of good quality, world-renowned, well capitalized, and have the experience and ability to manage and sell business, this is a big thing.

It is possible to choose the most suitable distribution channels and middlemen, or even set up their own sales force, and sell their own products, without any middleman. This distribution channel is "the shortest and narrower". Conversely, if the clothing manufacturers (companies) are thin or lack of experience and ability to manage and sell the business, they can only sell their products through a number of middlemen, and the distribution channel is "longer and wider".