Children'S Wear: A Sales Promotion Plan

First, the purpose of promotional activities: to explain the current market situation and the purpose of activities.

Present edition

What is the status of the franchised brand in the market? What is the purpose of carrying out this activity? Is it to deal with inventory? Is it to increase sales? Is it to attack competitors? Is it new product listing, or to enhance brand awareness and reputation? Only when the purpose is clear can the activity be launched.

What needs to be emphasized here is that the difference between Chinese children's clothing brands is not so obvious as that of adult clothes. Therefore, before implementing the activities, we must make clear the competitors and the original.

The difference is, even if it is subtle, and ultimately strives to make this brand stand out.

Next is the activity object.

Is this activity targeted at all children, parents or children of a specific class in the target market? What is the scope of the activity control? Who is the main goal of promotion? Who is the secondary goal of promotion? Mainly to attract parents to buy or to attract children to buy. (here we need to note that although children's consumption will eventually be realized through parental purchase, but the focus of the two concerns is very different from time to time) the correctness of these choices will directly affect the final effect of promotion.

In this part, clothing alliance mainly solves two problems: identifying the theme of activities and the theme of packaging activities.

Are prices, discounts, gifts, raffle, coupons, service promotions, demo promotions, consumer credit, or other promotional tools? What promotional tools and promotional themes should be chosen, taking into account the goals, conditions and circumstances of the event, and the budget and distribution of promotional expenses.

After deciding on the theme, the clothing alliance should try to "drag the tiger skin into a banner" as artistically as possible, and dilute the commercial purpose of the promotion so as to make the activity closer to the consumers and move the consumers.

Generally speaking, children's clothing is a dual consumption group in the face of parents and children. Therefore, for parents, the theme of "environmental protection, health care and intelligence" can be highlighted to a large extent, and for children who are a direct consumer, they are interested in the theme of "fun and fantasy".

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To understand the company's annual market development plan, we should understand the following aspects: increasing the number of shops; expanding the number of single stores; improving the growth rate of single stores; discount promotion, gift giving, VIP customer management plan, regional orientation plan, price adjustment plan, advertising and media publicity plan, and last year's quarterly data.

When fashion designers are doing the new season product design, Chen Li is not waiting, but should always be aware of the ideas and progress of fashion designers. At the same time, he will launch a new season terminal display plan.

There are usually many kinds of fabric ordering products in the season, sometimes more than 100 kinds. In addition, fabric composition, order quantity, arrival date and direction of fabric design are all information that Chen must master.

It is impossible for the brain alone to memorize all this information, and it can not be completely distinguished by colors, patterns, etc..

With this information, the fabric market, the fabric and clothing, and the general layout and conception of the store came into being.

In the process of display planning, there is a very important procedure, that is, to integrate color system with hundreds of fabrics.

Do fashion designers not have a color scheme in fashion design? Yes, fashion designers will have a set of color schemes when designing clothes, but there is only one set.

As a teacher, only one matching scheme is far from enough, because the fashion designer's collocation plan is not always able to deal with the actual situation of all stores, and is not necessarily recognized by the market. The first reaction is to change the display to promote sales. This is the time when Chen's second plan and third plan will show his talents.

There are two kinds of ready-made clothes, one is the best selling stock, the other is the unsalable stock.

There is no need to worry about selling stocks. The key lies in slow-moving stocks.

How to reassemble these poorly designed styles with the new season's goods and drive the sales of unsalable stocks is a must for the display designers.

Mr. Chen has the responsibility to reduce garments inventory for his company through his two exhibition collocation and portfolio design.

For example, we should increase the combination and matching scheme of jacket and accessories, increase the matching of trousers and the function of accessories.

A very popular fabric, which may be purchased in large quantities, may result in a surplus of fabric in second years. The company will continue to design and manufacture the remaining fabrics.

What Chen Li Shi wants to do at this time is to master the quantity of these remaining fabrics, and to judge the production of the garments through the number of remaining fabrics, and make corresponding display plans.

In addition, some of the remaining fabrics that had not been sold well need attention from the division. The enterprises may redesign them into new styles, reprocessed dyed fabrics or accessories for clothing.

In short, Chen should understand their movements, because one day they will become finished products and become part of this season's clothing series, and planning their display plan ahead of time will decide whether these stocks can be perfectly integrated with the new season clothing series.