The marketing model of the apparel industry

With the development of technology and, marketing programs have changed, as an important basis for making decisions, marketing programs are increasingly important. To this end, the following by me for you to organize the clothing industry's marketing model related content, welcome to refer to.

The apparel industry marketing model a

First, the types of clothing promotional programs

With the different purposes of clothing promotions, clothing promotional programs have the following different types

(a) annual clothing promotional programs

Generally speaking, in order to create the atmosphere of the store and the sense of movement, should be the annual plan for the plan benchmark, planning the annual clothing promotions Program schedule, and the following as the main focus:

1, with the current year's marketing strategy combined

Store and consumer contact with the most intimate, the company relies on the display of marketing communication strategy between consumers, the introduction of a different theme each year of the marketing strategy, you can establish the consumer perception of the brand image is more certain, so the annual apparel promotional program combined with the marketing strategy, will make the brand image more strong, the brand image will be the most important thing to make the consumer feel more comfortable. Can make the brand image is more strong, the consumer brand favorability increase, at the same time combined with the marketing strategy can also make the use of resources more focused, with the continuation of the benefits. For example, a casual clothing store annual marketing communication strategy theme for? Community life partner? The clothing promotional activities organized by the community as the main target group, showing care for the community and *** with the belief in life, so the organization of the community leisure contest? Community Leisure Contest Clothing promotions to cohesion of the community emotion, and increase the community consumers on the goodwill of the store.

2, consider the performance gap between off-peak seasons

Almost any brand will have the characteristics of the seasonal trend, there will be a different rate of change in performance, so in the annual business plan should have taken into account the characteristics of this feature, of course, the planning of clothing promotional activities must take into account the impact of the off-peak seasons, the off-season clothing promotions in addition to slowing down the decline in performance, and you can try to image the class clothing promotions, to increase the brand image, the brand image of the clothing promotional activities.

3, the integration of seasonal characteristics

Seasons include national holidays and non-national holidays, national holidays such as National Day, non-national holidays such as Valentine's Day, Mother's Day, Father's Day, etc., in addition to the traditional Chinese customary festivals can not be ignored.

4, annual clothing promotional calendar

The annual clothing promotional calendar is the annual marketing plan as a strategic starting point for the whole year's clothing promotional activities, expressed in the form of a calendar, the purpose of which is to enable the brand to fully grasp the strategic point of view of the focus of the annual clothing promotional activities, and at the same time can also be integrated with the marketing strategy to plan for clothing promotional activities.

(2) Theme-based apparel promotional programs

The so-called theme-based apparel promotional program refers to a specific purpose or special apparel promotional programs, most often used in store openings, anniversaries, social specific events and business district activities.

1, store opening

Shop opening represents the development of new access points and the extension of the service area, as a major event for the store, the number of customers attracted during the opening period will affect the future performance of the store's operations, so usually the store opening period will be accompanied by apparel promotions to attract people and stimulate the desire to buy. The store's operation depends on the customer's maintenance, so the customer information is quite important, so during the opening period of the clothing promotional activities have to be here more effort, may wish to use the opening clothing promotions to leave the customer information, as a basis for the future cultivation of the business district.

2, anniversary

Since the store has opened, of course, there is also an anniversary, so the anniversary of the clothing promotions to become the most commonly speculated topic. Although the anniversary celebrations every year, if you can add a little more creativity, more careful, you can still get out of the stereotypical pattern, to create a sense of freshness of the topic.

3, specific social events

In addition to sales of stores, on another level, is also a center for the circulation of information, so stores for the social events that must be sensitive to the usual contact with customers as a topic of small talk, to bring each other closer to establish the emotional distance, when an event occurs, you can also hold clothing promotions, a show of corporate social care, a stimulus to increase purchasing power. Care for the community, a stimulus to buy to improve performance.

4, business district activities

Retail store operations have regional, business district customer mastery for the most fundamental way, although the chain has a number of stores operating in the scale of interest, still can not be detached from the basic action of the business district cultivation, therefore, the business district activities will inevitably become the focus of the future of the regional business.

(C) to make up for the performance gap in clothing promotional programs

Performance is the store to maintain the most important source of profit pipeline, but also on behalf of the brand in the market under the competition to occupy the situation, the sales staff every day that is to ensure that the performance of the achievement of the unit, so the unit of the month, the unit of the week or the unit of the day should be set up as an early warning point, if you find that to reach the point of early warning that is, to clothing promotions! To make up for the performance gap, in order to effectively and accurately achieve the purpose, weekdays should be established? In order to effectively and accurately achieve the purpose, weekdays should establish a clothing promotion question bank? In order to effectively and accurately achieve the purpose, we should establish a clothing promotion question bank on weekdays, which can be used in case of any situation. As for the early warning point of the establishment of standards, will be due to the characteristics of the industry and specialty stores and differences, may wish to the past normal performance trend for reference; a store at 6:00 p.m. on the day of the cumulative performance is usually 60% of the day's performance. And so on and so forth, to store characteristics, the establishment of early warning points of reference value, the performance of the achievement of considerable help. The first step in the process is to make sure that you have the right tools for the job, and that you have the right tools for the job.

(D) confrontational clothing promotional program

The operation itself is dynamic, under the fierce competition in the market, the store at any time to be ready to accept the challenge, due to the boom of the chain stores, the accelerated competition can be expected, the consumer long-term shrouded in the temptation of clothing promotions, competitors clothing promotions are likely to make our customers lost, resulting in the results of the reduction, the necessary confrontational clothing promotions. Decrease, the necessary confrontational clothing promotional activities thus arise, because the confrontational clothing promotional activities are usually more urgent, can be used for a shorter period of time, if you can establish on weekdays? If you can build up a clothing promotion question bank on weekdays, you will be able to use it in the face of contingency. The first thing you need to do is to get your hands on a new pair of shoes or boots.

Second, clothing promotional program plan

After the above stage of strategic thinking, the next is the formulation of clothing promotional programs, clothing promotional programs include the following items:

(a) target object

Only for a group of consumers to organize clothing promotional activities, in order to formulate the most suitable clothing promotional techniques.

(2) Theme

The theme must be creative and topical, and if you can create slogans or banners, you can also have an advertising effect.

(3) Triggers

Triggers are the parts that consumers get, such as gifts, discounts, etc. The size of the triggers should be taken into account both in terms of consumer acceptance and the burden of costs on the company.

(D) Participation conditions

Participation conditions are defined which consumers can participate, and how to participate in this clothing promotional activities, for example: purchase amount of 300 yuan can participate in the lottery.

(E) Activity period

Activity period refers to the setting of the period of clothing promotions, according to past experience and consumer behavior characteristics, to determine the length of the appropriate period of activity.

(6) media use

The use of media refers to the channel through which the message is transmitted, the message of the clothing promotion will be conveyed to the consumer, because the message is accurate and instantly conveyed to the consumer, the number of visitors during the clothing promotion period will have a considerable impact, so it must be carefully evaluated and select the media.

Clothing industry marketing model two

The current sales environment and sales prospect analysis in Shandong and even the national market, there is no "gold" as a selling point of clothing brands, gold buttons clothing in the sales process should be unique 18K gold buttons as the main promotional point, highlighting the brand personality. In the brand significant clothing market, this brand personality is difficult to be cloned by other enterprises in the short term. Therefore, it can be foreseen that in a period of time, the gold buttons will be in in the clothing market to occupy a unique place. There are few competitors of the same kind. This creates a more relaxed condition for the early start of the golden buttons clothing.

Target consumers and product market positioning gold buttons to face the main target consumer groups for the higher income of the upper class, including: the government, the procuratorate, the court, the judiciary officials, industry and commerce, taxation, law firms, real estate, engineering, medical equipment and other enterprises, such as senior management. Gold button products, should bar itself located in a symbol of wealth, identity and status, while not losing elegance, Dianru. Through marketing, when our consumers wear gold button clothing, others can see the clothing brand, and naturally associated with the noble identity and status, so that the wearer produces a sense of pride as if wearing gold jewelry.

Sales strategy

With a strong advertising campaign to expand the market, the product is accurately located in the high-level market, highlighting the characteristics of the product. Take the main consumer group of the product as the marketing focus of the product. The establishment of a first-tier channel, so that the product convenient and low-cost into the hands of consumers.

Product strategy

Gold buttons as a high-end clothing market products, pay attention to their own quality at the same time, should also pay attention to the product packaging level after-sales service. Every consumer will have a packaging the better the product the better idea, seat gold button clothing packaging should be different from other T-shirt, shirt brand packaging on the market, can not simply use ordinary paper or plastic rough packaging, which will reduce the value of the product in the minds of consumers. It is best to use high-grade cardboard or wooden packaging, and in a prominent position in the package marked with the brand of the product, to establish the product image. At the same time, through the packaging, you should be able to see the 18K gold buttons on the dress, to improve the consumer's intuitive degree of cognition.

After-sales service

For any kind of product sales are very important, the seller should establish a perfect after-sales service mechanism, for each set of clothing number, record consumer information. And with the after-sales low second week, the second month to take the initiative to contact consumers, asking for advice. So that consumers have absolute trust in the brand, and promote consumers and their friends and relatives in the purchase of similar products is the first thought of gold buttons clothing.

Price strategy

Because the product adopts 18K gold as the material of buttons, it is destined that the gold button dress will be a kind of high-priced dress. But we can use this high price as a way of publicity, as this product is different from other similar products as one of the main signs.

Given the consumer spending power of the product target consumers, most of them do not care about the price of the product in such a high price of small fluctuations, so there is no need to use frequent small price reductions or discounts, should make the product price is fixed, highlighting the company's standardization and professionalism. Sales channels using producers - sellers - consumers this simplest level of sales channels, it reduces the involvement of intermediaries, so that the product is more simple and more rapid to reach the consumer.

In the initial stage of product sales

The standard brand store model, to establish brand awareness in the public, while accepting orders by phone or fax. With the expansion of business, regional agents can be set up. In the standard store before the opening, should focus on the training of sales staff, clothing industry sales, sales staff to consumers is very important, should let the salesman clear gold buttons products of various characteristics, in order to ensure that consumers accurately access to corporate and product information.

Clarify the incentive mechanism for salesmen

Reward in proportion to the amount exceeding a certain amount, so that their personal interests are linked to the company's interests, and to improve their motivation. Advertising and publicity advertising and publicity should be subject to the company's overall publicity strategy, to establish the product image and the company's image as a principle. Advertising should focus on two aspects of publicity, one to wear gold buttons below this God's products, and the second to enlist agents around the world. In the selection of products, to highlight the product contains "gold" full of features. Media should be used in Jinan City, the circulation of large "Qilu Evening News", "Jinan Times" as a carrier, in the standard store before and after the opening of a large number of publicity, but also focus on the use of white-collar workers often look at the fashion, automotive and other magazines and media advertisements for publicity.

Clothing industry marketing model three

Some e-commerce friends talk to the author about the current promotion of several major e-commerce platforms, said to this point, with the giant comparison, although the promotion of all the same way, but with each other's media resources or the major platforms advertisements are placed, as a small e-commerce we are facing the pressure, but the author believes that this is in the vertical field of the promotion of the same way, but it is not a good idea. The author believes that this development of e-commerce in the vertical field inside the e-commerce get another benefit, that is, the user is more accurate, but this business is not big.

The above aspects are a few aspects of the problem we can see at present, so from the current double twelve of the e-commerce promotions, big e-commerce promotions need our further anatomy as well as to learn from this article is mainly for the double twelve of the promotional program to analyze the main SenDong.com as an example.

First, the brand focuses on promotions to increase the influence of the platform

1, choose the top domestic brands for category cooperation, control the number of users of the promotion, and be able to drive other product sales.

2, the main promotional products with other auxiliary collocation, such as shoes with socks, to increase customer orders.

3, the brand selection needs to be targeted copywriting promotion, by sending the main product directly to the eyes of consumers, can play a promotional role.

Second, free to receive or red packet reward strategy

Free is a business model, 360 through the free strategy to win the network advertising revenue, Tencent through the free strategy to win the user, and then according to the user's attributes of the launch of the product, so the free seems to have become an eternal business model, because this model is most able to attract consumer attention, e-commerce in the promotion of the time on the This is because this model is most able to attract the attention of consumers, the e-commerce in the promotion of the time can be used to such a way, for example, double eleven time Tmall various red packets as well as the return of the gift is based on this.

Analyze the example of SenDong.com this double twelve promotional mode also have such, for example:

Program 1: 3 yuan cash, registration to send, immediately to the account.

Program 2: full of 100, full of unlimited.

Program 3: 1 off the whole site, super low price to the double 12.

Program 4: the whole site 10 products for free, hosting, station building, software and so on.

The above three programs in the double 11 time almost in addition to the first other related cases, these three programs are for the following aspects of the consideration, on the one hand, how to get more users, for example, a user just want to buy something, and suddenly see how much money can be saved by registering, so as to stimulate its registration.

Another aspect is for small and medium-sized users, which are not big buyers, so how much free shipping and how much you get is a common concern, and this is the largest user base.

The last aspect of the whole lot of how much discount is a reference to the Tmall mainstream 50% discount promotions, including the above we talked about the Vipshop is also for a certain product how much discount sales model, so these three programs are circular and targeted very strong.

From the above three marketing programs we can see that includes a variety of promotional methods, from the marketing point of view of the program is still mainly used in a common way, the current e-commerce promotions have become a common way, a variety of creative solutions are to get more orders and develop more customers.

These waves of crazy promotions are a common recurring pattern, and by catching the mentality of sanitizing fees to get more freebies, the conditions for getting prizes are constantly rising.

Guess what you are interested in:

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