The Most Crucial Step In Clothing Retail Stores Is Positioning.

General customer positioning can be divided from age, gender, income, consumption habits, folklore, culture, education level, customer psychology, social status and so on.

The positioning of clothing customer groups can be roughly divided into four categories:

1. children and infants (January -8 years old): the infant clothing market is not the largest, with 5-8% at most, and the actual data may be biased.

But the market for infants and young children is really the best thing to do.

Why? The implementation of family planning policy, the improvement of people's living standard and the increase of population aging, every child enjoys the love of grandparents, grandparents and parents, so do not belittle this 5% of the market. They are the best type. Where should the infant shop start? 1., play safe and healthy cards as much as possible; 2. try not to take a low price; 3., pull the "repeat customer" as much as possible.

Because children are the treasure of their families, parents generally do not pay attention to price, but concern about healthy growth and clothing comfort.

Of course, some parents who live in second tier cities or county towns tend to be fashionable and good-looking. This is also part of the psychology of customers.

Pulling back to "repeat customers" is to let customers introduce their customers, because mothers are usually the first decision-makers to choose clothes for their children, so their colleagues, friends, family members, partners and so on can become a customer base that extends later.

If you can hold a mother, you can extend many other pactions.

At the same time, children's infant clothing also has the following disadvantages: 1. the growth rate of infants and young children is relatively fast, generally 1-3 years old clothing will be replaced by a few yards in a few months, so it is easy to cause goods to be stored, so when buying goods, we must grasp the quantity.

2. the appearance and color of children's market fluctuate greatly with the market trend, so it is easy to cause the style or picture to expire.

Like those children's clothes with cartoon pictures.

2. the new generation (15-25 years old): the new generation refers to the younger generation, which is now the 80 and 90's consumption market. The proportion of these people in the clothing market is the largest, accounting for about 50%.

The analysis of the characteristics of this group of people is as follows: 1. pursuit of individuality and differentiation; 2., insensitivity to prices; 3., strong and strong attention to styles and specifications; 4. do not attach importance to the size of clothing; 5., the psychology of new and old is more frequent; 6. spend more generously; 7. star effect is strong, and the fans are more.

The biggest advantage of this group of people is that they generally do not pay attention to the price, but only pay attention to whether the style is fashionable.

This is one of the most critical positioning criteria for the new generation. Therefore, when purchasing, it can be selected according to the local market, the customer group of this age group, the recent trend of comparison and the preferred style.

But the thing to note is that they will be "happy and old". They will be laughed at for outdated styles and specifications, so they must be cautious in purchasing and selecting.

In addition, children of this age group are generally vain and face saving. Clothing shopkeepers can choose the most appropriate communication terminology and explanation from this angle.

3. middle-aged people (25-55 years old): such customers

The proportion of the accounts is about 30%.

Because after thirty years of standing, the general position of life has been generally clear.

This type of market has more dispersed characteristics.

But in general, it can be divided into three categories: successful people, blue collar workers and ordinary people.

The pursuit of successful people is that taste is greater than brand and greater than price. You can be sky high price, not brand, but must have taste.

And this kind of general shop's choice must be in the high-end clothing mall, the suggestion is to take the resources of the old customers, and try to grasp the wives of such people.

Because this type of person usually gives clothes, dry cleaning and ironing to dry cleaners or wives, and the wife's advice is easiest to adopt.

For other blue collar or ordinary people, the price of the general clothes should be around 100 yuan, and the location can also be located in a lot of shops rents.

The market share of this group is very small, because they have the pressure of life and family. The requirements for clothing are decent and clean, not high price and brand.

This group of people's income is relatively low, pay more attention to their children's education and living expenses, and pay less attention to their clothing, food and housing. Therefore, the suggestion is that they should not choose the middle age and income level middle-aged people as the main camp, and can serve as an auxiliary customer group.

4. the elderly (58-80 years old): for the elderly market, it is gradually rising after twenty-first Century and has attracted the attention of the major clothing, tourism, hotels and other service industries. The proportion in the clothing industry is about 12%-15%.

Many people will think that the elderly are already old, they will not care too much about clothes, but their children care and care about them.

Because more and more children can not be filial piety beside their parents because of their work, they will try every means to compensate for their necessities.

This group of people is less concerned about the price of clothes, because children always feel that their parents have given him everything, but they are ashamed and guilty because they are too busy to accompany their parents.

For this type of customer base

The main thing is family ties.

If it's a community based clothing store, it will be better.

Although there are few customer groups, it will be very good if we can keep the customer group 5 kilometers away.

Careful shopkeepers will find common

It is rare to buy clothes alone, most of them are descendants of children and daughter-in-law.

So, I want to remind you that you must never say how expensive it is because your children are generous and wasteful. That's good because the old people will care about it. Don't forget that the main part of the decision is the old people themselves. The old people usually have a small heart and know that it is not easy to earn money. If they see the shopkeeper or shopping guide desperately say the price, they will be upset.

Conversely, not from cheap prices, children want to face, is the old man's apology and love.

If you talk too much about price concessions, your children will feel less sincere and less generous.

This is a key business issue. I hope this presentation will give you some insights.

If you think facing such a huge market and start to feel complacent now and feel that your customer base is so large and sales will be considerable, you will have to pour cold water on it.

The market is large, indicating relative competition.

Don't you see that there are hundreds of clothing stores in a shopping mall or a street? What's more, if you target ordinary income groups, the customers of high-end customers will be lost.

So keep your mind open and analyze the customers carefully, then choose the right clothes.