Popular Clothing Becomes The Bottleneck Of Development, Small Customers Save Clothing Stores

In business compete Failure is inevitable, and no one can guarantee that he always wins the battle. However, in the face of failure, some people panic and lose more and more miserable; others are calm and calm, actively looking for the root cause of the mistake, fighting against defeat and getting out of the difficult situation.

Over the past three years, the stores on both sides have changed their faces many times. Liu Fang's clothing store has been coming and going.

Popular clothing becomes the bottleneck of development

After graduating from University, Liu Fang worked for a well-known large company. Although she has a highly paid and stable job, she always hopes to be able to embark on the path of successful entrepreneurship.

Because a relative was in charge of a garment factory in Guangdong, Liu Fang quit his job and began to concentrate on his own business. In August 2011, she invested one hundred thousand yuan in a golden section of the provincial capital, rented a 100 square meter facade, and sold hundreds of women's clothing from the clothing factories of relatives to start business.

With the opening of the business, Liu Fang's eye for women's clothing attracted many people's attention. After a month's opening, the turnover was over ten thousand yuan. However, less than half a year's operation, the same women's clothing sold two or three pieces, no longer sold, clothing stores have a large backlog, and even after a week can not sell a few clothes, not as good as the sale of more than a dozen square meters of small shops.

"My clothing varieties are too popular, because sales volume is hard to guarantee, and the profit level is very low." After looking for reasons in many ways, Liu Fang found that there are more individual shops at present, and the profit margins are much higher than those of ordinary clothes that rely on quantity to win. Liu Fang realized that she had to understand the trend of clothing personalization and find a selling point that could be done. In order to make an article on clothing personalization, she signed up for a sewing training class, subscribing to various fashion magazines, seeking personality selling points.

Niche makes the store new.

Liu Fang was an unyielding person. She soon found that the demand for custom clothes began to warm up and the profits were very high. After a random market survey in downtown area, more than 60 of the 100 women said they had the right cheongsam to buy it, which made her determined to start with the custom cheongsam.

A few months later, Liu Fang seconded one from the clothing factory of his relatives. Fashion Designer Turn the clothing store into a custom store. Because the designer she invited was really level, several married young people wore the cheongsam made in her shop. With the help of this opportunity, she quickly contacted the wedding company to cooperate, and succeeded in signing a cooperation agreement with more than ten wedding companies by leasing and selling in parallel. Each cooperation could bring her a profit of 1000-2000 yuan.

"Customers are more likely to accept 2000 yuan up and down. The custom of 10000 yuan is due to good fabrics and imports, but such customers do not exceed 10 a year." Liu Fang told reporters that the cheongsam custom is also priced at the middle price of 2000 yuan.

In addition to cheongsam and dresses, Liu Fang's business is also expanding into custom-made suits and custom-made daily clothes. "The choice of Western-style clothes is either thin or fat, which makes it difficult to get a good fitting garment in the market." However, Liu Fang said she valued the market prospect of high-end customization. "With the development of urbanization, the level of consumers will be higher and higher, and the demand in this field will be bigger and bigger."

Entrepreneur said

In the era of product individuation, we only have to seize the pain point of consumption and win the victory. To achieve individuation, we need to subdivide the target market, divide the masses into small groups, and extract the direction of demand that is profitable, consumptive, and conforming to the trend. We can embody personalization selling points in the form of customized service and product DIY.

Liu Fang analysis, Custom made garments Customers in this market are sensitive, and this group is willing to pay for a high priced product that fits their inner feelings and appeals to emotional appeals. And in product positioning, pay more attention to tactile experience.