Experience Economy Era &Nbsp; How To Sell Clothes For Enterprises

At present, the competitiveness of some domestic clothing brands differs greatly from that of foreign brands.

All the short-sighted ways of running businesses only point to one thing, because their brand competitiveness is not enough, so their attractiveness to consumers is limited.

Then, in the era of experience economy, how can enterprises really enhance brand competitiveness?

How do businesses sell their clothes?

How to sell in the future

According to American state

Lining's brand sponsored sportsmen do not see sales in stores.

Later discovered that Li Ning Co sports resources and retail channels of large products are totally two lines.

Brand trust has become popular in the apparel industry in recent years, and has become an important way of garment channel innovation and channel outsourcing.

As a new channel mode, brand hosting has gradually emerged in the apparel industry in recent years, and is generally favored by the industry.

However, after a period of development, people found that

However, there is a gap between ideal and reality. For example, the current store marketing mode faces three major problems in the market: first, how to improve the flat efficiency ratio (sales revenue per square area)?

Second, how to do a good job of changing the market from cost pricing mode to retail pricing mode?

Third, how to create and deliver the added value of brand?

From the primary sales of buying and selling to market demand,

For example, according to the VIP system for clothing industry, according to the survey, about 60% of the total sales of high-end shopping malls are created by VIP customers, and this proportion will continue to rise.

But in reality, many brands of high-end VIP customers are unable to realize "honorable" because they are "popular". High-end VIP can only run away, creating countless "sleeping cards".

So far, merchants have fallen into the odd number of cards and the number of dormant cards.

Issuing cards can not solve the problem, not the domestic brand store service is not in place, but we lack a complete set of perfect service system, single store mode can not replicate to other stores, can not support a huge service system.

We are in the development stage of survival. Foreign brands are in the communication stage of brand power. They are not heavyweight confrontations, so they can really experience the honourable and enhance the core VIP customer stickiness.

Objectively speaking, there are various forms of brand clothing store, whether it is flagship store, model shop, store store or living hall, which has a good sales momentum in the market.

But it is still not very successful that many operators are troubled by their own brands. A survey of more than 200 professional companies in China showed that 88.6% of the companies preferred "effective marketing strategy" when they answered what they most wanted.

There are mature tool book strategies among companies, which are similar to each other, without personalization.

Is shopping an emotional need or a consumer demand?

A comprehensive survey of the success of foreign clothing brands does not depend entirely on the pull strategy of the store, and the brand's pmission power dominates. Behind the growth of brand power, the strong supply chain and the size and revenue of the branch are actually dependent.

For many domestic brands, store mode is more like a retailer brand.

If you can't connect to the net, you can't rely on strong distribution capabilities to achieve sustained growth.

The lack of stamina in store mode is the consensus of the industry. The change of terminal operation is more and more urgent when commodity, price, promotion, location and other factors become more and more difficult to create the differentiation advantage of enterprises.

The differentiation of products is embodied in storefront terminals, and the differentiation of storefront should be cut in step with the demand of consumers.

For example, the image design of the retail terminal should be updated as the brand grows, otherwise consumers will not only be fatigued with the image of the retail terminal, but also doubt the business capability of the enterprise.

Nowadays, in the era of experience economy, vision is the foundation of customer experience.

All visual elements such as store design, decoration, display, model, props, light, POP advertisement, trademark and tag are all integrated and systematic concept of visual marketing.

Shops are at the forefront of consumption, and shop form advocates "shopping is actually a way of life".

From selling products to selling services, from selling services to selling personalities.

The theme of humanized brand determines that the experience communication should be humanized and emotional. Through the retail terminal atmosphere, consumers can feel good products and services, and stimulate the emotional identity and emotional expectations of consumers through emotional stimulation, affecting the feelings and emotions of consumers.

If we pay attention to the interpretation of the professional costumes for personal temperament, we are good at displaying our own exclusive taste through the image consultant and clothing collocation. In the process of experiential marketing, every communication request should support the theme or be consistent with the theme.

For this reason, we can and can do well, but we can not do lasting.

In recent years, clothing brands have vigorously promoted the life experience Museum mode, replacing experience with space and promoting brand by culture.

For example, in Guangzhou Wan Ling Hui Plaza, the 4S experience museum includes: Sell (clothing sales), Sight Experience (visual experience), Self-Identity Service (personalized service), Life Style Salon (Fashion salon), namely the clothing industry's 4S experience mode.

The seven wolves launched the men's living center in the commercial center, and the white-collar launches lifestyle shop.

In addition, the "full category underwear life hall" created by the cat people in Wuhan is also officially unveiled. The "cat's all category underwear life hall" is a new mode of winning the terminal with the whole category. It breaks through the bottleneck of single category sales, covering 6 categories of products, including more than 2000 categories: small underwear, fashion home, fashion warm clothes, fashion tights, fashion rhymes, and bottoming shirt series. It shows a new sexy lifestyle for the vast number of consumers and meets their one-stop shopping needs.