Cross Border Marketing Mode Of Clothing Brand Experience Shop

In the past two years,

The marketing mode has been well played in the field of clothing, cross-border stars, cross-border businesses, cross-border designers and so on.

Under the general situation of sales fatigue, the way to bring innovative revenue to garment enterprises will always be tried.

At present, in some clothing stores in the first tier cities, in addition to the traditional clothing sales area, merchants have opened coffee bars, where customers can drink coffee, read books or look at the iPad provided by businesses.

Some brands also offer customized services, where customers can plant plants on their own and sew their wallets with sewing machines.

There are also brands that put clothes in high-end barbers and show them in the rest area. After waiting or finishing the hairstyle, guests can look at the clothes and make a whole body model.

The brand experience shop is the first thing that clothing brands are trying to do, including CABBEEN, seven wolves and other brands. Besides providing clothing, shoes and hat services at terminal stores, it also adds coffee, music, reading and other experience services.

Compared with the domestic clothing brand, foreign brands are more mature in the experience mode.

Fast fashion brand UNIQLO introduced its coffee chain brand Starbucks to its flagship store in New York, becoming the first retailer in the United States to introduce Starbucks into the store.

Regardless of whether clothing brands provide life experience service mode is an opportunity or a flash in the pan, clothing stores will make more articles on the function of image presentation and marketing media.

Next comes the number of brands.

Several ways to play.

Play one: the rise of self mixing experience

South Korea's fashion development and fashion innovation capabilities are second to none in the modern Asian apparel industry.

In recent years, the same experience marketing strategy has also become the focus of many Korean clothing brands.

A Korean local designer brand executive in Seoul Lotte Department told reporters about one of the successful modes of operation of the brand: customer mashup.

The mix and match mode of "mix and match" has been popular for many years. In the past, the "mashup" method was mostly "mix and match" between brand and brand goods, such as the combination of a luxury brand clothing with a certain price brand clothing, or a combination of style "mix and match", business dress and casual wear.

But both the former and the latter require the consuming individuals themselves to have strong fashion awareness and collocation skills. Otherwise, they can not only add to the icing on the cake, but also get twice the result with half the effort and spend more money on injustice.

But in his designer brand shop, there will be no problem of customers' worry. Why? Because the brand has already prepared the matching products for customers at the beginning of product development.

At the beginning of the research and development of each quarter, the main designer, apart from setting the theme of the product, will also restrict the products of different styles and categories. The designers of different categories will conduct the first collocation test on the design draft at the product communication meeting every five days. With the increase of product design color, the communication meeting time will also be extended from one hour to one day.

And after the completion of the production of the physical samples, all of them will be put together in the designated place, and then the collocation of different categories of commodities will be combined again, so that each product can be adapted to any other product in all products of this band.

This series of combinations and combinations can be combined with different stages of promotion theme, product listing band and color series, so that even if customers are allowed to make any combination, they will make each product achieve an ideal match.

Play two: H&M's "buy home, try again".

Fast fashion brands in recent years

The rapid rise in the field of consumption has "grafted" the traditional supermarket operation mode into the apparel management link. Through the large area of marketing space, the combination of multi style products, the fashion marketing strategy and the free shopping option, the operation of such brands is more consistent with the modern fast-paced consumer shopping demand.

Among them, we can find that fast selling brand shop clerks are found to be extremely low in the store. Even in order to save costs, shop assistants' work clothes also choose their own products, but they don't have a brand name in the chest to show their differences. Their main duty is to sort out the goods.

Even if you can find them, they will not advise you like your other shop assistants when you pick them up.

Because the consumer concept advocated by fast moving brand is "self purchase, self matching".

Fully let consumers take their own consumption will as the core, and choose their products freely according to their understanding and needs of fashion.

In order to make more rational use of the marketing place, no matter how big the store is, the share left to the locker room will always run out of money.

It is always hard to avoid fitting in clothes.

Therefore, H&M launched a 30 day unconditional return option, that is, "buy home, try again" service, take the selected products back home and make decisions.

On the one hand, it is more free for customers to feel the collocation of the products purchased with the old ones, or to experience the display effect after short time wearing in the self life circle and the work circle; on the other hand, as a low price fashion commodity, in the limited leisure time of customers, just because a small amount of goods that need to be returned will endure the pain of queuing again, consumers will think that the loss is not worth the gain, and most of them will choose not to return.

Therefore, businesses will benefit from it.

Play three: PRADA's "choice is what you see".

With the advent of the "big electronic age", no matter which industry will be affected by it.

In the field of traditional clothing management, scientific and technological products are mostly assisting the clothing enterprises to conduct market management guidance in the field of management and circulation, but there are few interactions with clients.

On the one hand, less scientific and technological talents in the field of clothing management restrict the development of targeted commodities; on the other hand, the investment and attention of clothing brand enterprises to terminal stores is not enough.

In some of the flagship stores of PRADA, they designed corresponding RFID codes for each commodity.

Every time a customer picks up a PRADA item and goes into the fitting room, the RFID code is automatically recognized. The display screen in the fitting room will play the video displayed on the show automatically.

It enables buyers to beautify themselves in the subconscious while they see models.

And through the visual performance of the advantages of the video, deepen the customer's deeper understanding of the product and enhance the customer's desire to buy.

At the same time, the commodity data will be sent to the PRADA headquarters: when and when will the flagship store stay in the fitting room for a long time, and the data will be stored for analysis.

If a piece of clothing is sold very low, the old practice is to go directly under the rack.

But if the data sent back by RFID show that the clothing is low in sales, it will be more frequent in the fitting room.

That can explain some other business problems. Maybe the end of this dress will be very different.