What Should We Pay Attention To When Choosing Clothing Brands?

N0.1 brand positioning

If the consumption level in your area can not be compared with that of the developed areas, then you can't easily introduce high priced clothing; if you have a lot of casual wear brands around the shop, and the competition is fierce, then you can stagger the scope of business and put the target in ladies' clothes or professional wear. The effect will be better. Or if local consumers prefer the women's clothing in Shanghai and Guangdong, then you can give priority to joining the brand of Shanghai.

Before you decide to join the brand, the answer to the following questions must be very clear in your mind?

Do you want to join men's wear, women's wear or children's wear brand?

Locally acceptable price range of products

Do you want to join the brand style casual wear, professional wear or ladies' dress?

What preferences do local consumers have in clothing purchases?

How much money do you plan to invest?

By this time, your target brand has been reduced to a certain extent. It may have produced several candidate brands. Then you can choose the items according to the items we mentioned later.

Popularity of NO.2 products

　　 clothing It is a special commodity, and its purchase depends entirely on the degree of consumer love for goods. Because of this, whether you want to join the brand clothing in the local word of mouth is good, and how popular the product is, is a key factor to be investigated.

This can be divided into several aspects. First, what is the popularity of the brand in all parts of the country? What is the status of the brand in the consumer's mind? You can directly ask the Brand Company for its past sales data, and you can also see from the side that the sales department is aware of its sales situation by the shopping malls and the agents that run the brand.

Secondly, according to the brand positioning and product style, how many people in the local area will be interested in buying this product?

Third, it depends on whether the price of its products is competitive in similar brands. Is the design style consistent with the consumption habits and preferences of local consumers, so as to avoid the possibility of conflict and conflict?

It should be noted that the popularity of the product is, on the one hand, a result of the brand's gradual precipitation over the years, and on the other hand, it is closely related to the advertising support of the company. If a brand continues to advertise on the national media, maintaining a certain media exposure rate will be directly proportional to its popularity.

　　 N0.3 reasonable. Profit space

Well, this is, of course, one of the most important principles. Can you join the company to give you enough profit margin? Just looking at the surface discount and exchange rate is far from enough. There are many hidden items that you may not see. Let's make a rough calculation.

You need to invest roughly in:

Shop rentals (which may be paid for three months or even half a year at a time).

Shop decoration costs (one-time input)

Goods fund (such as 45% discount, then the retail value of 100 thousand yuan of goods, you need to pay 45 thousand).

Personnel wages

Monthly store daily expenses (utilities, etc.)

Estimated revenue:

According to the sales volume of the shops and the sales situation of the surrounding brands, we estimate the number of sales per day, and make the best two plans, so as to get the daily turnover. We must remember to consider the factors of discount sales. Many times, the goods are not sold according to the retail pricing, there will be many promotions and discounts.

Next, reduce the estimated revenue and investment, and estimate what kind of space your profit margin will be in. What is the maximum profit rate and the minimum? How long will it take to recoup its investment?

　　 NO.4 company Development situation

A clear understanding of Brand Company's development, including its history, current situation and future trend, is very important for your choice and decision. As your supplier, it is also a business partner. Your development is closely related to the development of the company. Of course we want to choose a company with good credit, mature and healthy development to work together.

If conditions are limited, we should at least clarify the following basic conditions of the company:

How many years have you been developing the first franchise?

How many direct stores are there? How many franchisees are there? How many stores are planned to expand?

Is the company's credit standing good?

How many brands do the company run at the same time?

Apart from headquarters, does the company have branches or offices in other parts of the country?

Does the company have its own production base?

Are the salesmen you are contacting with are professional enough?

Of course, what we want to point out here is that mature and well developed companies generally have higher conditions for choosing franchisees and higher charges for affiliate fees. That is to say, the entry threshold is high, and the support and service that they can provide are relatively perfect. Your success is relatively high; and the small companies that are just starting up do not have restrictions or restrictions on this aspect, but from inch to point, there are many problems that can be encountered by Ding, and the risks are relatively greater. The choice between the two depends on your own investment budgets and business experience.