How Can A Clothing Store Find Its Own Product Positioning?

Many friends want to enter the clothing industry or have entered the clothing industry, feel that they can do a large customer business, the most common positioning is: I want to be female white-collar market, 20 to 35 years old female white-collar workers, or I want to be male white-collar market, 22 to 35 years old male white-collar market. Yes, white-collar market, everyone knows that white-collar consumption power is the strongest, they are running all the way to the middle class, rich, and spending power.

Here we share with you some data. The best white-collar female fashion magazine in China is Ruili, whose customers earn more than 3000 of their monthly income, accounting for 31.6% of their total membership, of which 60% of the members earn a monthly income of 1000-2000 yuan. I want to be able to buy a 20 yuan "Ruili" beautiful girls are all a bit of white-collar. First of all, don't panic. We have done background checks of female online shoppers in Beijing, Shanghai, Guangzhou and Shenzhen. Their monthly average income is 2600 yuan.

Do you think you still want to position yourself as 20-35 years old? 20 year old women can float across the street in a 30 yuan hot pants, float over and float past, and their youth is beautiful, it doesn't matter. However, if a 28 year old woman wears a 30 yuan hot pants, I doubt she will even go out. If you put a 30 yuan hot pants and a 300 yuan Bohemian skirt in your store, what a shock it will be. So, do not think so, because first, if the positioning is too broad, then your theme will be seriously clash, neither will be pleased; second, your inventory and selected products will open a long front. Then your inventory turnover will be catastrophic and difficult to control. Perhaps many people do not understand the inventory turnover rate. For example, if you sell 100 thousand yuan a month, if your inventory is 300 thousand, your inventory turnover rate is 30 x 3=90 days. If the product line is too long, each product will not sell too much, then your turnover rate will increase. The reality is: it seems that every month you make money, but you do not see money in your pocket, and the warehouse will become more and more full. The last time we checked the stock, we found that all the money was being loaded on the goods. Were these goods pressed for money? That was not necessarily money. It might be a piece of cloth, because the seasonal clothing was very strong.

The vitality of the 1% share in the big market is more vigorous. Many brands in Europe have made 100 years of history, and even hundreds of years of history. They are still young today. They are committed to their subdivision.

Of course, some friends will say, how can Lauren do children's clothing? Aren't they fashionable clothes for young and handsome guys? It's Lauren's generation of customers who have gone with the wind. Some of them are already divorced from the age of Ralph Lauren, but their loyalty to this brand and cultural pursuit, they hope to wear these clothes to their children. Just like you missed a beautiful woman / handsome guy, you think it's a pity to miss it, so you will try to introduce your dead friend / girlfriends to blind date. At the same time, Ralph Lauren also needs to start with the brand culture spirit from the doll. Children's shoes will laugh, SAY to SAY is not all children's clothing, then I ask children's shoes, we first made their own brand Ralph Lauren, and then consider the children's clothing, it did not start children's clothing.

So don't be greedy and big. You must not be greedy. Even if you have "nine seas" to catch a turtle in your chest, the most important thing is to learn dog paddle first. Ren Zhengfei, the boss of HUAWEI, one of the most successful enterprises in China, has always adhered to the "pressure principle": when you have limited resources, concentrate all resources and make all efforts in a subdivision area to concentrate more power and make it easier for the well to produce water.