Three Marketing Insights In Clothing Stores

　　 1. Cost, competition and profit

When buying, a friend looks at a dress, the price is 60 yuan, is preparing to make a deal, an acquaintance told us that the price of clothing in this place was 50 yuan, so after 40 minutes running, friends exhausted bought a batch of 50 yuan of this style clothes, except for the toll and fare, but each piece of clothing also saved a few yuan.

In this industry, shoppers usually increase their price by about 50% for each item of clothing. If the price is 60 yuan per unit purchase, each friend will sell 90 yuan, gross profit is 30 yuan; if the purchase price is 50 yuan, then each piece of clothing can be sold for 75 yuan, gross profit is 25 yuan, and the profit of 5 yuan is reduced, but on the contrary, it becomes the advantage of a friend.

The first case: if someone else's clothing sells for 90 yuan, friends can sell 90 yuan, so gross profit can reach 40 yuan, and friends' profits are at the highest point.

The second situation is: if others see friends selling 75 yuan, also adjust the price to 75 yuan, the friend gross profit is 25 yuan, while others gross profit is 15 yuan, friend's profit is still at the highest point;

The third situation is: if the clothing is sold smoothly, others insist on selling 90 yuan for cost problems, and friends sell for 75 yuan, then the friend's single transaction price is 15 yuan less than others. It seems that the profit point of friends is reduced, but because of the quality and style, the comparability is very strong, so the turnover of friends will surpass others. According to the 1:1.5 turnover value, the profit point of friends is still the highest, and in general cases, when the price of friends is low, other shopkeepers can not insist on high prices, which will be unsalable, so they will be unsalable, so they can only be led by friends and sell back to second situations.

In the fourth case, if this series of styles is unsalable, friends can clear the warehouse at a price of 55 yuan, while other shopkeepers have to clear the warehouse at a price of 65 yuan, and the loss of their friends is still the lowest.

Of course, the so-called "compression cost" is an exception, with its own legal sanction.

　　 2. Location And sales

The proportion of the clothes in the shop is very interesting. It is suitable for young girls to have about 35% of their personal clothing. The rest are mostly neutral clothing suitable for young women and middle-aged women. The clothing store next door has a distinct personality and clear positioning, but the number of customers is not as good as that of friends.

Pure personality clothing, the general positioning is relatively dead, it is only for a certain group of people, assuming that the group accounted for 25% of the total population actually purchased, that means that it will lose another 75% of the customers, and the 25% group is also diverted from other shops, so the turnover is smaller.

If the store is all suitable for women of all ages, then they will lose too much individuality and be shunted by other outstanding shops, and their moustache will be caught, but nothing will be caught.

25% of the personal costumes and 75% of the common clothing ensure that the young women and the patronage rates of women of all ages can be guaranteed. And because of the existence of young women, many 30 year old women will follow suit to buy or personas or public clothing. And the guarantee of these passenger flows is the premise of volume.

Assuming that the sales ratio of each store is 20%, the daily sales volume of other stores is 100, which can sell 20 items of clothing. The daily volume of 150 customers in a friend's shop is 30, and the daily profit of a friend's shop is the highest.

It is assumed that the daily traffic volume of each store is 100, and the sales of all kinds of clothing are 20, so the shops with distinctive personality can sell 20 items of clothing every day, while the friends' stores can sell 40 items.

For product positioning, whether it is playing the theme card or positioning ambiguity, is to improve the potential customer purchase rate, improve sales. However, no matter the location is clear or vague, it must be clear, that is the balance between the two. Otherwise, the narrow positioning of the sales crowd will lose some potential buyers. If the positioning is too broad, they will be robbed of the consumers by the products with distinct positioning. The Moderation between this is really thought-provoking.

　　 3. Consumer Psychology

After customers arrive, friends sometimes call on salesmen to introduce clothes and help to choose. Sometimes they use eye color to stop salesmen from coming to service. Sometimes they come to ask for warmth.

People, or shopping, or loitering, then have to observe, just idle people, do not need to go forward to inquire, only need to quietly look at it, if you want to talk about trying to persuade them to buy, then leave a bad impression on these people, then the probability of re patronizing will be reduced; those who come to buy clothes are also divided into those who like the service staff advice and do not like their own selection, the service personnel need to observe at any time, find that customers see themselves, immediately come forward to answer questions, in the process of analysis and judgment, whether the customer still needs to continue their staff, such considerate service, the probability of returning customers will greatly improve. There are two kinds of shops in general.

The study of consumer psychology is a kind of knowledge. Ordinary marketers will formulate strategies for consumers in order to achieve the purpose of attracting consumers and promoting sales. This is correct, but this "dogma" scheme itself may lead to failure of the scheme, because it ignores the uncertainty and instability of the consumers, but if the power is given to the front-line personnel of the market, it may cause some new drawbacks.

In a few days, a lot of phenomena happened in friends shops have aroused my thinking, overturned my previous marketing concept, and brought me many thoughts. Many marketing principles in small businesses really deserve our deep consideration.