Home >

Review The Victory Of "2013 Major Reshuffle" Of Clothing Brand

2014/1/9 9:08:00 76

??? 日本語 Fran?ais English 中文

Clothing Brand Terminal Network Sales Smith Barney Nike J. Crew Coach The Left Shoe Company APP ZARA

> a href= "http://sjfzxm.com/news/index_f.asp" > clothing brand < /a > is particularly popular in this year.

Under the background of the rapid competition of the domestic clothing brands and the rapid rush to occupy the market, the brand shuffle of clothing brands is inevitable. In this process, the brand occupies a place by its strong strength. Obviously, < a href= "http:// sjfzxm.com/news/index_f.asp" > Terminal < /a > is the winning link.

In the year of P, we witnessed the efforts made by the clothing brand on the road to fine operation. Through the innovation and adjustment of the physical stores and virtual technology, the brand terminals greatly promoted the development of single sales to diversified, humanized and compatible consumption patterns.

Especially during the rapid reform of consumer market, brands have taken advantage of terminal advantages to grasp consumers, and then win the market trust with good brand operation.

When p comes to the end of the year, we should review the brand promotion and innovation of the clothing brand in the past year, and we should carefully consider the market effect caused by various initiatives.

store terminal > /strong > /p >

clothing industry is becoming more and more fashionable. People pay more attention to dress requirements. Clothing brand has become a symbol of people's pursuit of fashion and personality.

In the growth and development stage of clothing brand, the brand must improve its terminal performance and focus on the terminal management of consumers.

store decoration rich /p >

store image as a visual presentation form, has a strong visual communication effect, brand through store decoration can convey brand culture and ideas to consumers, in brand culture is valued consumer market, brand display through the shop highlights cultural connotation is particularly important.

Good store decoration can not only enhance spiritual civilization, but also improve consumers' desire to buy.

< < a href= > http://sjfzxm.com/news/index_f.asp > > MTS Bang Wei < /a > for example.

The United States proposed the concept of experiential shopping, aiming at upgrading and upgrading the local culture with "one city, one culture, one shop, one story". At present, 6 shopping experience shops have been launched.

In Xiamen, the United States is building a strong southern Fujian customs; in Chengdu world center, it is built in the courtyard of the deep Kuan Alley and Zhai Alley; in Hangzhou Yanqing store, the central waiting hall is built.

Its essence is to call the consumer's memory with the scene experience and cultural connotations, close to the consumer's mind, thus forming "cultural heterogeneity", and get rid of the homogenization of image, display and sale.

obviously, as a real brand, image is indispensable, and image is the "face" of the brand.

The image of the terminal is always in contact with consumers. Its design, display and terminal packaging are all important areas of the overall image and brand communication. Therefore, the excellent design of the store image has become the most direct form to attract consumers to shop.

experience service personalization /p >

all visual elements such as store design, decoration, < a href= "http://sjfzxm.com/news/index_f.asp" > window, /a, display, model, backplane, props, light, POP advertisement, product brochure, trademark and tag are all integrated and visual marketing concepts.

These factors, which constitute visual merchandising, affect consumers' individual experience in a comprehensive way in the dynamic consumption process of P.

Experience service is not just a simple shopping guide service, nor is it a simple sensory enjoyment. It is more about the interaction between consumers and brands.

> a href= "http://sjfzxm.com/news/index_f.asp" > Nike < /a > (Nike) brand recently launched its first experience store in Wuhan, which sells new NikeID design and provides more than 100 products. Consumers can design their personalized products with their names and unique figures, which will bring innovative consumption experience to regional market products and services.

brand should clearly recognize that it should not only be the clothing product itself, but should be a kind of values and lifestyle, and constantly pursue people's deep desire to completely satisfy.

Similarly, the experience marketing of apparel retail terminal should also appeal to the lifestyle pursued by consumers.

Experience consumption breaks the simple relationship between brand and consumer, and establishes closer interaction relationship.

custom project science and technology /p >

with the increasing individualization of clothing demand and the general improvement of consumption level, garment customization has become an increasingly popular way of consumption.

However, the traditional clothing customization often lacks the consumption experience and the mode is single. Therefore, many fashion brands will combine customization with technology, and increase the consumption rate through experiential terminal services.

> a href= "http://sjfzxm.com/news/index_f.asp" > J. Crew < /a > in Columbus Circle store, there are 4 iPad "Very Circle" devices. Consumers can obtain the advice on clothing matching from the above, and can also make appointment of personal modeling consultancy service by the aircraft system. These 24 hour standing dress consultants can even postpone the time for customers to shop or start shop earlier.

Incredibly, these services are provided free of charge by the brand.

London men's custom shoes brand < a href= "http://sjfzxm.com/news/index_f.asp" > The Left Shoe Company < /a > the way of using science and technology is more practical. Using 3D scan technology to measure the foot size of the customer, the craftsman can get very accurate data, tailor the most suitable shoes, and after measuring the size, the customer can only specify the shape, color and material, so that the size measurement is more accurate, and the shoes made are more suitable.

By P and through interaction and experience, customization is no longer mysterious and closer to consumers. This makes us admire that terminal stores can play a role far beyond consumers' imagination. This closer customer service is the winning condition of terminal stores.

virtual terminal /p >

in today's increasingly fierce competition in the apparel industry, many business managers are unconsciously caught in the vortex of marketing.

After trying all the tricks, it is still hard to break through the bottleneck of the market today, because more enterprises still stay in the original marketing stage.

In the new era of high technology, the terminal marketing of clothing should keep pace with the times and find new breakthroughs.

{page_break}

for clothing brands, attracting consumers into stores is important, but how to let these target consumers to buy products is the most important.

In addition to building the atmosphere of the terminal environment, technology can make it easier for the brand to lock in its target consumer groups and make a quick analysis of the market.

strong > CRM is more directive than /strong > .

there are tens of thousands of Chinese clothing brand enterprises, and new brands emerge one after another.

The external environment faced by garment enterprises is undergoing important changes: from product scarcity to competition, from production oriented to market oriented, from brand awareness to objective assessment of brand premium.

In this process of change, it is imminent to improve the management fineness of clothing enterprises.

At the same time, the vigorous development of the Internet and mobile terminals will make the brand message both positive and negative. It will be widely pmitted to consumers at the first time. In the face of such a situation, the brand must grasp this trend well.

Nowadays, many excellent clothing brands have realized the importance of interaction with consumers, such as adopting professional CRM (Customer Relationship Management) system to enhance interaction with consumers.

> a href= "http://sjfzxm.com/news/index_f.asp" > Coach < /a > as a leather bag brand, it is necessary to match with the garments. Therefore, when the shoppers choose to buy, they not only introduce the necessary information about the material, function and characteristics of the bag, but also provide professional advice for customers.

When introducing products, salesmen use CRM to provide customers with several possible suggestions for dressing and using occasions. Objective suggestions are also conducive to establishing a trust relationship between shop assistants and customers. This goes beyond the purely commercial "paction", which can improve consumers' purchase experience and enhance brand image.

we can see that CRM system plays a huge role in maintaining customer relationship, providing consumers with personalized consumption experience and improving consumer loyalty to brands.

APP application multidimensional /p >

< a href= "http://sjfzxm.com/news/index_f.asp > > APP < /a >, with the widespread application of smart phones, shopping APP penetrated into the shopping life of many consumers.

However, the brand swarm into APP, causing most brands APP to be submerged in mobile terminals, and few people use them.

by summarizing, brand APP with personalized and convenient service can make consumers use it for a long time. For this reason, some brands quickly adjust and update APP applications.

take the fast fashion brand, < a href= "http://sjfzxm.com/news/index_f.asp" > Gap < /a > Banana Republic to set up online reservations "Reserve In Store", customers can use the cell phone to preview the merchandise and make an appointment to try it on. In one hour, the customer will receive the notice. The appointment dress has already been arranged in the designated store. If you try and wear it in the store within 24 hours, you can save a lot of shopping time.

This kind of service can eliminate the worries of online shopping, such as the size is not consistent, the real product is not consistent with the expectation, or it is the problem of online paction security. It can also enjoy the convenience of online shopping and browsing quickly and without people.

it can be seen that the combination of mobile marketing and clothing brand will create endless creative sparks. In the war of clothing market, consumers will bring more brand interaction experience, and the brand experience will be greatly improved. It will also become a new highlight in the competition of clothing brand market.

Through cooperation with many well-known brands, mobile APP marketing also needs to follow the consumers' internal needs, more interactive, more personalized, and more able to stimulate interest in participation.

big data analysis accuracy

the advent of big data is quietly changing the brand's understanding of sales. No matter from data collection to massive data analysis, it will be carried out in an unprecedented way.

only for a shop, the operator can see the flow of the terminal store in real time, the customer's consumption in the store, the attention to the test products, and the consumption of VIP.

Retail analysis is not limited to traditional extensive data collection. Instead, it uses a more active way to record changes in each factor occurring at the terminal.

to predict the market and consumption trend quickly, < a href= "http://sjfzxm.com/news/index_f.asp" > ZARA < /a > the duty of the salesmen in the physical store is not only to sell products, but also to collect the feedback from consumers carefully and pmit them to the superiors at the same time.

After closing the store every day, ZARA shop assistants should make statistics on the purchase rate and return rate of consumers, and analyze the reports through the information system, and then pmit the data to headquarters.

All data can be shared by relevant personnel, including designers, marketing personnel, buyers, buyers and management.

Market sales information provides a basis for designers to design new styles. Volume and inventory rate are easier for headquarters to control the output of products. The aggregated data help managers make further decisions.

A convenient data system encourages everyone to participate in brand marketing and product development.

> a href= "http://sjfzxm.com/news/index_f.asp" > e-commerce > /a > ZARA collects mass consumer behavior data to help brands make reasonable production and marketing decisions.

It is reported that in the ZARA brand official website, consumers click every time to browse a product, the system will automatically record, the website will also count which product has a high click volume, and record and analyze the website language and size of the buyers. Through this brand, we can identify the important information of consumers' preferences, fashion trends and the physical characteristics of consumers in different regions.

for clothing enterprises, shops are the bearer and final inspection link of all front-end work. Store data is the hub and artery for all the data gathered in brand operation. Only when the terminal stores make profits, can the brand make profits.