Sales Promotion Of Fashion Marketing Methods

Sales promotion has also been translated into business promotion or sales promotion.

The definition of sales promotion by the American Marketing Association (AMA) is "sales promotion efforts such as personnel promotion, advertising and public relations, which promote the purchase and transaction benefits of consumers, such as exhibitions, exhibitions and exhibitions. "AMA's definition of clothing sales promotion is widely used in various domestic marketing books. Sales promotion is regarded as one of the four basic sales promotion methods, which is tied up with sales promotion, advertising and public relations. It is an important factor in the promotion mix.

Sales promotion classification. In real sales activities, sales promotion is achieved by stimulating various kinds of marketing tools. Sales refund Multiply. These promotional tools can be classified into three categories according to the incentive nature of the technical means adopted: free class (Free), concessional class (Save), competition category (Wins) and combination class (Mix).

　　 Sales promotion characteristics

1, sales promotion is usually short term consideration, designed for immediate response, so there are often limited time and space.

2, sales promotion focuses on action, requiring "personal participation of consumers or dealers", and action oriented goal is immediate sales.

3. The diversity of sales promotion, the SP activities that I have been marketing, the sample display and terminal display. Sale Competition, lottery award, Q & A, collection of effective list of patients, sponsorship for the purpose of public welfare activities, highlighting corporate brand, issuing coupons, buy this product Fangfang or calcium products, membership system, etc.

4, sales promotion provides incentives to buyers at a specified time to induce them to buy a particular product. Usually, this incentive, or for money, or for goods, or for an additional service, is a direct inducement of buyer's buying behavior.

5, sales promotion is effective and sales effect is immediate. clothing Sales increase substantial value.

In short, sales promotion is characterized mainly by tactical marketing tools rather than strategic marketing tools. Usually, it provides short-term incentives that will lead to direct consumer buying behavior.

If the gift is not properly chosen, sales promotion will be deeply destructive. When the attraction of the gift is not enough and the quality is not good, it will make the consumer who wants to buy the goods back down, so a bad gift will even hamper the purchase of regular users. Excessive abuse of gift activities will degrade the image of the product itself, because it often misleads consumers by organizing frequent promotional activities, which will only deliver products, ignoring the characteristics and advantages of the product itself.

Preferential clothing Sales promotion 。 The most familiar ones are the "buy one get one", "buy one get two" and other types of activities.

Operational difficulties and precautions: commodities that are going downhill. This method can only temporarily promote its sales rebound, but can not reverse the existing decline, only temporarily increase the market share, but can not make new consumers to create brand loyalty. Some consumers who are sensitive to price and are very calculating, when big brands no longer hold a discount, they prefer to visit small brands that are obscure but have favorable benefits.

A reduction in prices often reduces the value of the product, and the more the discount, the less sales. Therefore, once the discount rate is used frequently, it will often be regarded as a part of the brand image. If consumers are accustomed to a clothing product often in the price reduction, its promotion effect is very little.