How To Make Fast Fashion Become Sticky?

about

For the past 2016, it is a year of unforgettable memories.

The development of mobile Internet and the change of consumer habits brought by social media and the comprehensive upgrading of consumer experience make part of it.

Show "fatigue" - Sales lag, oversupply, resulting in declining performance, frequent shop.

From the big environment, the phenomenon of homogenization of brand and product is serious, the efficiency of supply chain is low, the mode of operation and management is extensive and so on, all of them are "killer" of fast fashion brand.

In fact, the most direct cause of poor performance is "consumers are unwilling to buy."

In recent years, the fast fashion trend has sprung up rapidly, and has led the fashion trend of the world. It is popular among fashion people, so a large number of fast fashion brands have sprung up in the market.

The survey found that most consumers buy fast fashion clothes because they like to follow the fast fashion trend or buy their favorite styles, not because they choose to buy the brand, but their brand loyalty is relatively low. The emotional relationship between the brand and consumers is weak, and consumers are easy to lose.

It is not difficult for consumers to pay the bill for the first time, so it is not easy for consumers to pay the bill two times.

Therefore, the establishment of a strong emotional communication with consumers, so that the "Stickiness" between consumer customers and brands is the key to fast fashion brands to stand in the market.

According to market research, at present, consumers are relatively clear about the characteristics of fast fashion women's clothing category. "Fabric is common, inventory is less, style changes fast, lack of classic" and so on are its overall impression of fast fashion clothing.

They generally believe that shops with high street fast fashion brands can be seen everywhere, with fast updating of clothing, inexpensive prices, and a sense of fast food. Therefore, it is difficult for them to have independent loyalty to individual brands.

Without the "sticky" effect between consumers and consumers, it is difficult to ensure the stability of the consumer flow.

In the competitive market and large market environment, it is easy to cause consumers to "choose difficulties". Sales volume is always a "fan".

Therefore, many fast fashion practitioners and dealers have questioned it, and think that fast fashion has encountered "cold winter".

However, despite the fact that fast fashion has been sown off all the time, the famous and fast fashion women's brands in China are still able to produce beautiful sales report cards, and sales are rising steadily.

The "urban partnership" team is growing, attracting more and more fashionable people.

Women in the new era pay more attention to fashion and elegance and pursue fashionable personality.

Relatively speaking, the women's fashion brand is more fashionable, elegant and personalized, which gives the new era feminine fashion and at the same time more free and unrestrained.

Zhuozi brand takes a deep look at the current consumption psychology and characteristics of women, derives the new concept of "soft beauty", and pioneered the "Rou Meixin model" concept in the industry to create a new generation of modern fashion, confidence, fashion, art, luxury, elegance and beauty.

Visiting the market has found that fast fashion women's brands are more focused on the emotional interests of consumers.

Women are more sensible than rational animals. Shopping for clothes is often bought by feeling.

Therefore, the storefront should create a very shopping environment for consumers, so as to improve the desire of women's friends.

In view of this, Zhuo Zhuang women's clothing introduces the concept of life hall, integrates the clothing diversification and the fashion leisure culture, and creates a new fashion leisure integration "fashion experience Museum".

Its design, decoration, display, light, POP advertising and other comprehensive visual elements create a very comfortable shopping environment for consumer customers.

It has a selection area, fitting area and rest area, and provides a smooth WiFi environment and cozy coffee, magazines and other entertainment for consumers.

Customers can drink coffee and log in to WeChat, to understand their style, matching and latest trend.

In Zhuo's many places, every one who loves her can enjoy the beautiful experience brought by fashion freely, so that shopping for clothes is not only a kind of life behavior, but also a fashion way and a spiritual consumption.

In the Internet era, the concept of "customer is God" is increasingly highlighting its value.

The data indicate that the positive brand evaluation accounts for 90% of the factors that influence the purchasing behavior of potential customers, and the process of buying behavior has strong emotional factors.

In order to achieve the best communication effect, we need to contact more consumers as much as possible. The so-called "golden cup silver cup" is not as good as consumers' reputation.

In this regard, Zhuo has taken a lot of thought: for example, customers' suggestions and approving products are included as a new round of product design considerations.

We do not forget to offer discounts, coupons and various gifts for frequent guests on various festivals or special occasions. "Surprise" is more exciting than "satisfaction".

In addition, designers of Zhuo duo can always predict consumers' preferences and trends in the near future, and satisfy consumers' pursuit of fashion styles, fabrics and accessories in a short period of time.

Bring the best ideas to the consumer's customers with the latest fashion elements.

It can be said that we can firmly stick to consumers.

When consumers have a "sticky" effect on the brand, it's like when Starbucks members take out the golden star card with their own name, and his heart is not just a simple drink.