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Marketing Strategy Of Shoe And Garment Enterprises In Season

2010/9/30 10:11:00 74

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On September 30th, a friend sent me a letter.

mail

Tell me about her trouble. She is a woman dress.

brand

The clothing in Hubei two level city's agent, the storefront is in the commercial street, has twenty or thirty square, the business always is not bad, she saw my article on "the rain and the bamboo" clothing aspect on the Internet, has the same feeling, how can raise the storefront performance? I usually receive many questions about this kind of question, but the marketing planner is not the sage who makes the stone into gold, he is only good at thinking, and based on an objective fact, finds a solution from the environment and the question.

I thank you for your attention and trust. I have highlighted several key points. I hope she can provide some detailed information for my accurate judgement.

Two days later, she replied in detail, and saw that her trust in me, her surname Wu, a lot of people, although there are many personal views, but this does not hinder my thinking analysis.

I understand that the clothes made by Miss Wu are suitable for young professional women.

Formal wear

The brand positioning of "Yu Yu Zhu" is similar to that of "Yu Yu Zhu", but it is not as high as it is.

As a result of agency reasons, her clothing price discount is OK, can not be sold back to the manufacturers.

It is known that the store is located in a more famous commercial street in the local area. From the perspective of people's flow and attention, it is better and more numerous.

Later on QQ, I asked her, "what is the flow of people at this time?" she said, the flow of people is OK, but this season it is not easy to buy clothes, because during the season, people are watching, the weather in Hubei is extremely unstable, always mixed up.

I asked her how many people would ask, costumes from different seasons. She said that some people, or asked not to buy, could easily take out their clothes (because they had to pack and some clothes were sealed).

I think about it, ask her how many stores next door, like her appearance, she said almost, customers are going in, some sell some not buy.

Is there a shop that sells only one season's clothes? She says no, everyone thinks it's not cost-effective.

I asked her where the business district was, and she said that in a typical commercial street, there are some office buildings around it.

After the comprehensive analysis, I think: there is nothing wrong in the market. Why do we not take the initiative to do it when the other seasons do not do it?

The key is to form.

Sale

Attention, the demand of consumers has always been uneven. If it can not be unified, then it will have to take the lead and lead the way.

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I suggest that:

For clothing, it is now the low season of sales (August), and it is in an unstable period. It is difficult for all businesses to do business. After understanding, this is basically the case in the shop like Miss Wu. Only a few low-priced and small brand products are better off. This is caused by the environment and sales cycle. For this reason, I suggest that Miss Wu's storefront can develop an anti season sales promotion.

The favorable conditions lie in:

1, Miss Wu's commercial street has formed an inertia sales thinking. Everyone is in the same mood as the peak season is coming, but no action has been taken.

Others do not do this, which is the psychological advantage of map sales.

2, the product and return phenomenon in the anti season is very normal, the consumer in the shop to buy the psychology is some, but not strong, but can not explain that, in the middle of the price and brand, low price and high brand together, it will also be attractive.

The key is storefront to make a certain momentum and influence.

3, the office buildings around the commercial street are absolutely popular. This is beneficial to the brand clothing of Miss Wu's shop. Choosing a brand is inevitable for a family of office buildings.

4, after understanding, Miss Wu has a large supply of goods, which is very important, because a promotion cycle needs enough goods support.

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Marketing strategy:

1, make a large KT version of the photo, the theme of direct printing: to preserve the beauty of summer - XX brand anti season sales week.

Hanging in the middle of the shop, hanging banners on the shop floor and decorating it in the shop.

And erect the arch balloon at the doorway to become the "focus" in the commercial street.

Note: the sales week here refers to two weeks.

2, two seasonal costumes accounted for half of the store, one of which should be highlighted is that when customers purchase, they will issue another season coupons and encourage two purchases.

In order to form a continuous sales promotion.

3, focus on publicity for a certain season's fashion (main purchase) dress, highlighting the new price, as a "tipping point" to attract a large number of eyeballs.

4, the store members to telephone, SMS notification, emphasizing opportunities and benefits, for such members consumption can gift small gifts and other forms are different.

5, people are the key, making quantitative DM faction promoters directly to each office door doorway point to point publicity, it is noted that at noon, this shop will have an additional surprise delivery (gift and gift to members), if a line of three people to buy, and a red envelope.

In this way, the maximum purchase at noon break can be maximized.

This activity takes place at the first time.

6, in order to prevent colleagues from following up, I asked Miss Wu to unpack all the packaged goods, and empty boxes were stacked outside the store, so that piles of materials on the floor were stacked on the ground, which were written back to the factory and the packing belt was in a mess.

Miss Wu agreed that he was a boss and promised to be vigorous and resolute. I said, in Wuhan, I gave you advice based on my analysis of you, and suggested that you should conduct a survey of the surrounding shops. This way, it will be more accurate. If you do, you must pay attention to the progress. You must do a good job in after-sales service. After all, the season will be another round of shopping cycle. Through anti season promotion, sales can only be part of the sale, and the other part is to enhance the popularity of the store and lay the foundation for the next season's sales rise.

A week later, I received a call from Miss Wu. She thanked me for the success of the campaign. The first few days of the anti season promotion made her neighbors surprised and followed up, but the scale was small, but it was just a boost.

I asked her if there were any disappointments, and Miss Wu said, for old members, this activity seems not very enthusiastic, and the effect is not very good.

I understand that this is an old member's value and emotion, which is understandable.

Miss Wu said she did three days of subtitle advertisements on the local TV station and asked me if I could do that.

I did all that work, and asked me if I could work. It seems that the businessman was "making profits".