Can Those VIP Customers Still Rely On The Brand To Come Back?

Women always feel that there is less clothing in the wardrobe, not because they are not satisfied with the material, but do not meet the current dressing styles and dressing effect, and feel that they can still have a better positive attitude.

clothing

It is the hero who changes the social status most quickly. In a short time, you can see the trend of the fashion in a short period of time.

It's like looking for caramel color everywhere this year. This ugly color has entered the eyes of most consumers at a time. Everyone's comments are different, and his topic has also increased the color.

For a while, many people feel a bit of a circle. Where does this color look good? Why is it popular? This color is not good to wear.

In the past two years, retro neutral simplicity is the embodiment of women's independence and simple expression of clothing value pursuit. The result is too many brands that do not conform to this positioning and follow the neutral wind, which makes those elegant and euphemistic brands become valuable.

Those who do not like the trend of popularity, those who can not find the neutral style, those who insist on their aesthetic taste, instead focus on finding the neutral style of the opposite style clothing brand.

The neutral wind has a strong demand scale, because everyone's share of the market share with the wind and the antagonism brought about by the excessive neutral wind stimulates those brands with design ethics and elegance.

From the above two points of view, the popularity of many times, inspired by the iterative needs, in fact, is more like a fuse, so that people become popular because they realize that their wardrobe needs to be updated iteratively.

(because seasonal change season, in the customer who does not lack clothes, it is more difficult to arouse the desire to buy.

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Concept: iterative demand

When the clothing in a customer's wardrobe is richer and more complete, the higher the garment demand for iterative demand is.

Most consumers may still be making up for the demand stage (the clothes in the wardrobe are not enough, such as young consumers who prefer more changes), so the annual consumption of iterative consumption caused by popularity will attract enough to buy again.

If a VIP customer continuously buys clothes for more than 5 consecutive times, then the customer needs to be released at a certain stage, then the customer enters the stage of the iterative consumption demand.

The phenomenon of iterative consumer demand and customer demand is that we can not forget the past and not accept the current contradiction.

So we will find that many brands of old customers have not come for a while, or after some seasonally adjusted designs have been updated and adjusted, the old customers will feel that the brand style has changed and is not acceptable.

Or some customers feel that the brand design is not new, no clothes beyond their wardrobe, can not afford to buy desire, these two customers are likely to be lost.

So how can we meet this discerning demand more frequently and retain more VIP customers?

1 quantify customer needs, classify demand types, optimize brand value positioning, and provide precise design products and services for target customers.

I have mentioned it many times in the past, and I am not explaining it again.

2 iterate in product design iteration to meet customer needs.

The first way: popular elements, new fabric materials, and brand genes are skillfully integrated. Every year, brand products should be combined with the rhythm of target customers' fashion to enhance the brand fashion.

This solution is more suitable for the 234 line brand, and the brand of customer's fashion has rising space.

The second way is to increase the design level. Every two to two years, the brand has planned and demanded a design level for the brand product design, and the aesthetic sense of the upgrading style is quantified.

To meet increasingly discerning customer needs.

This method is more suitable for homogeneous competitive brands, and by increasing the design level, it can rob the customers of other competitive brands.

The third way is to enhance the aesthetic design ability of brand designers, especially for the integration of fabric texture and design techniques.

Many materials and patterns should be applied accurately in design, instead of imitation of elements and mechanical copying.

Using the upgrade design quality to exceed the consumer demand expectation and get customers to patronize again.

This idea is more dependent on the integration of fabric design and aesthetic design.

3, more styles of development or related sub brands give customers more choices.

Many brands are adopting this, such as opening big stores, integrating stores, or realizing larger scale member sharing through marketing, so as to tap the value of the old customers' purchase cycle.

Speaking here, you might say, let old VIP come back to buy again, can't we solve it through the sales service of the store?

Through the store sales services to improve the VIP back to store consumption, only to make up for the type of demand.

When customers need to iterate their needs, customers are already very familiar with brands and know what they are suitable for. There is no better style, and salespeople can only maintain their acquaintance.

Of course, these are easy to say, and it is difficult to achieve them. If you have deep feelings for today's content, please welcome your message to exchange learning.

Finally, it concludes that iterative demand represents a demand for customers to accept new consumption, which is mainly due to the effect of higher expectations, which increases demand for purchase. The demand characteristics show that they are fastidious, demand is not urgent, and their style of dressing that they once satisfied, but they can not accept a consumption phenomenon that the past has not changed.

It is easier to retain old customers for a period of time, and it is more difficult to retain old customers.

Traffic is scarce. The main force of the brand is to do the stock market, or to study the needs of your old customers. It's not too late now, or it's going to iterate the design to snatch the flow of others.

In short, the era of selling with the imitation of others is over.

More interesting reports, please pay attention.

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