Marketing planning scheme of clothing store

Clothing store marketing plan 1 1, clothing, food, housing and transportation, the market is huge.

Clothing, food and attention are the four elements of life. People put "clothes" in the first place, which shows the importance of clothes to us. As the head of human life, the pursuit of beautiful clothes seems endless. Whether it's personalized clothing stores scattered in the streets or high-end brand clothing in major shopping malls, from low-end stalls of tens of yuan to imported clothing as high as several thousand yuan or even ten thousand yuan, especially women's clothing, as long as it conforms to the trend and the taste of consumers, some people are willing to pay for ordinary people to eat delicious and bad, and some can live in their own homes, but others can't wear clothes, let alone produce them themselves, and there is definitely demand in this respect; With the improvement of people's living standards, people's aesthetic taste has also changed. We should not only talk about it, but also pay attention to how to wear it, what to wear and whether it is satisfactory. Therefore, wearing it has a great market, and everyone must; Calm, the market is big, and competitors are everywhere; Like a piece of milk, there are countless ants, all eating this cake. Whether we can finally become the main occupier of this cake depends on what kind of market positioning we choose and our lifestyle; It is most important for consumers to appreciate their products; This is the most important foundation we are about to face.

2. The clothing industry is easy to be stubborn, which helps to grasp the principle of survival;

I think it is easy to be stubborn when choosing the clothing industry, because the market is big and the purchase volume is large. As long as your product caters to most consumer groups, you will become a winner overnight. Because how many people are interpreting the survival law of this market, as long as they look on coldly, they can know how to start this industry. Our predecessors have told us this truth, so we don't have to spend money to buy it. Moreover, the advantage of choosing to open a clothing store is that the clothing industry is relatively mature, the project cost is relatively low, and it is easy to enter and start. It is very suitable for us entrepreneurs who have just set foot in business and are a little interested in clothing. It is a combination of interest and career.

"There are no failed industries, only failed enterprises" contains the law of survival and crisis, but it gives us a warning: if we want to survive, we must solve some problems: our clothing scale, product positioning, group goals and so on.

Our project is to do the clothing industry and open a women's clothing store.

Store Name: (Yilake, Wei Yi, Yixin Clothes, Clothes and Clothes)

Group goal

The age classification of adult clothing in China is basically: 18-30 years old, 30-45 years old, 45-65 years old and over 65 years old.

1, 18-30 years old: The consumer group of this age group is the most important group of clothing consumption, and it is the group that buys clothing most frequently and has a large total purchase, among which the consumption frequency of women is higher than that of men. This group has a certain economic foundation, strong desire to buy, fashion, pursuit of fashion, personality, and dare to try new things.

2.30-45 years old: The consumer group of this age group is the main group of clothing consumption, and it is the group with the highest value of buying a single piece of clothing.

This group is the group with the strongest economic foundation among the consumer groups, and its desire to buy is also relatively strong. However, the outlook on life and values of this group are mostly mature, so they still have their own preferences for style and fashion. A considerable number of people already have their favorite brands, and their acceptance of new brands is low.

3, 45-65 years old, over 65 years old is not considered.

As can be seen from the above data, the consumption power of 18-45 is relatively high. Most women in this age group are professional women or young women. They have a strong pursuit of clothing, but they don't have high requirements for the grade of clothing. The target audience of this clothing store is mainly professional women and professional housewives aged 20-35. The former is a so-called single aristocrat, and the latter is called a double-income family. The monthly income of this target group is about 1500 yuan, and they have no family financial burden or belong to a well-off family. They pay more attention to the style and collocation of clothes and have more discretionary expenses.

Clothing store marketing plan 2 I. Purpose of the activity

1. Make use of the Golden Week of the Eleventh National Day to improve the brand's popularity in the same industry market;

2. The flow of people in the Golden Week is relatively large, which can effectively increase the turnover;

3. Reward consumers with promotions, give them a piece of true feelings, and establish a reputation of "X" in consumers' hearts;

4. Use the Golden Week of the 11th National Day to give gifts to old customers and develop potential consumer groups;

5. Take advantage of the popularity of the National Day to effectively promote new products.

Second, the theme of the event

Have an equal share (of sth)

-X welcomes the national day promotion.

Third, the activity time

20xx x month x day -20xx year x month x day

Fourth, the venue

Local specialty store

Verb (abbreviation of verb) activity content

Celebrate the National Day, and the golden autumn will be cool! X In order to thank consumers for their love, we specially held a "Fair Sharing of Men's True Color in Autumn" activity during the National Day. During the promotion period from X month to X month, you can get a 7.5% discount when you buy any product in X store or counter. If there is a gift over X yuan, send a beautiful gift. Until the delivery is over!

The right to interpret this activity belongs to X head office.

Types of intransitive verbs gifts

1, gift type: towel (with the word selman), poker, ballpoint pen, etc.

Seven, advertising investment

1, live poster poster

Step 2 hang the flag

3. Popular

4. Yi Labao

Eight, the use of graphic design

The application of graphic design is carried out according to the routine, depending on the specific situation of local specialty stores and counters.

1. Usage time: during the whole activity.

2. Place of use: X clothing store or counter

3. Projects involved:

A, hanging the flag: hanging on the ceiling of the specialty store.

B, POP: stick it on the window or background board of a specialty store.

C, Yi Labao placed in front of the store or next to the counter.

D, storefront posters: put posters on billboards and put them in front of the storefront. Stores with conditions can also put posters on storefront doorposts to increase the promotion atmosphere.

E. promotional posters: use the same method as store posters.

Clothing store marketing planning Part III I. Planning objectives and tasks

1, establish brand image

With the continuous development of the times, people's concept of fashion has gradually deepened, and their consciousness of pursuing popular beauty has gradually strengthened, which is a test for the current clothing stores. Our "perfectionism" expects to achieve a "perfect" brand business model through the physical mall platform, provide services in place, and establish our own brand image.

2. Promote the brand concept

With the business philosophy of "fashion collocation, perfect suit", we truly and exclusively launch the most fashionable complete collocation design from beginning to end. Product types are located in various fashionable women's styles: Korean version popular, European and American retro, Japanese sweet, national style clothing and so on. Our "perfectionism" meets consumers' aesthetic requirements for clothing through professional design, saving customers a lot of time and energy in clothing collocation.

3. Increase market share.

After the establishment of brand image and the promotion of suit concept, we can take the opportunity to increase the publicity of this brand suit, attract a large number of loyal customers, expand market share, further enhance brand awareness, and make the "perfect" brand of "perfectionism" invincible for a long time in the immature period of consumer concept change and competitor direction change.

2. Current clothing environment

China's clothing market is accelerating its expansion, and its consumption potential is gradually being tapped. China's clothing is becoming more and more leisure, diversified, personalized, fashionable and branded.

With the improvement of people's living standards, the process of clothing purchase and consumption has become an act containing fantasy, emotion and fun, and a pleasant personal experience, which fully embodies the status, education, appreciation and economic strength of consumers. Clothing consumption is not only the consumption of clothing itself, but also the consumption of brand culture, enterprise services and information provided by enterprises. Consumers' consumption psychology has gradually matured, consumers are changing from middle and low-grade to middle and high-grade, and the share of high-grade demand is gradually increasing. In addition, consumers' pursuit of fashion is getting stronger and stronger, and they have higher requirements for the style, quality and popularity of products, and clothing consumption keeps up with international fashion.

Among consumers, female consumption has become the main force of consumption, leading the consumption trend. It can be said that the greater the market share of female consumers, the more attractive female consumers will be and the more successful they will be in the consumer market. The female consumer market is a vast market with great potential. Female consumers are the most active protagonists in the market. Facing the huge female consumption world, producers and operators have equal market opportunities. If an enterprise can win a loyal female customer, it can contact and win many consumers around her through this channel, thus expanding sales.

Three. Analysis of market opportunities and problems

In today's society, consumers are mainly concentrated in women, so we can focus on the female consumer market, which has always been the head of the clothing market, leading the fashion and trend. According to statistics, the market share of the top ten brands is not large, and many domestic women's wear brands are basically positioned in the low-end market, while there are few women's wear brands in the middle and high-end market, which has great market opportunities.

But at the same time, entering the middle and high-end market faces many problems and challenges. Without its own brand, it is necessary to build a characteristic brand that conforms to the market and can be aimed at consumers at the same time, so as to improve its popularity and market competitiveness.

Four. marketing goal

The sales volume of 300,000 pieces in the first year means that the product has successfully occupied the market share. In the second year, more products were launched, with a market share of 10%.

At the end of the third year, it has a high brand awareness among consumers.

Verb (abbreviation for verb) sales plan

Mainly from the product price, promotion and advertising.

1, price positioning

Clothing sales are relatively free and can have different styles, but expensive clothing is more likely to be excluded from the general consumer groups. The price of a single piece of clothing that most consumers can accept is below that of 300 yuan. It is best to take the median price of a single piece of clothing as the dominant price, which makes it easier for consumers to make purchase decisions, facilitate transactions and improve the transaction rate.

Step 2 promote

By taking the form of sample delivery and preferential package, we can effectively speed up the process of brands and products entering the market, promote consumers' understanding and acceptance of new brands, relieve consumers' concerns about new brands, and establish confidence in products, thus establishing consumers' buying and consumption habits, increasing product sales and promoting sales.

Pay attention to print communication and word-of-mouth communication, and carry out planned medium-and long-term integrated communication with various media resources, and its monopoly image is very clear. Promotions are mostly in the form of customer vip, giving customers more valuable and considerate services and paying attention to customer brand loyalty; Discount promotion is also done occasionally, mostly during holidays or seasons, but the discount is very small.

Step 3 advertise

Macro layout

(1) In the initial stage of promotion, we adopted a breakthrough media placement strategy, a large-scale advertising situation, and combined with the push-pull force of advertising to attract the public's attention in the shortest time and quickly promote the market.

(2) In the middle period of promotion, appropriately reducing the intensity and frequency and timely adjusting the advertising strategy according to the feedback information can prolong the period and ensure the stable growth of the market. (3) In the later stage of promotion, we should strengthen the advertising situation again, with low density and high intensity, sprint and strong sales.

The image of the spokesperson requires beautiful appearance, connotation and femininity. In this way, advertising performance strategy can narrow the gap between female consumers' recognition of their own image and their expectations, trigger female inner singing and arouse female consumers' worship psychology.

Newspaper media

The purpose of the advertisement is to explain the research and development of women's unique body curve and guide a new aesthetic view.

a newspaper

It is best to advertise continuously in various newspapers such as Yangzi Evening News, Chengdu Business Daily and Huaxi Daily to attract people's attention.

B magazine

As our target market is 15-36 years old consumers, mainly college students and white-collar workers, we should like reading in youth magazines and white-collar workers.

Clothing store marketing planning Chapter IV I. Activity planning

(1) Theme of the activity

New shops, new gifts and new fashions.

Xintiantian fashion

A new fashion store is a good gift for meeting each other.

(2) Activity time: during Chinese Valentine's Day.

Activity cycle: from the opening date 10 days (the key is the first 5 days)

Choose Saturday or Sunday, preferably a holiday.

(III) Activity objectives

People from all walks of life aged 25-40;

This activity will also attract some male sexual consumption through promotional gifts's choice.

Second, the preparatory work

1. All employees in our store are very familiar with the theme and form of this activity;

2. During the activity, shopping guides, promoters, executive directors, etc. Arrive at the post in advance to make sure everything is ready;

3. Place theme posters before business every day to see if there are other promotional materials and promotional gifts;

4. DM or other leaflets are placed in the store for customers to collect (published in the enterprise);

5. Set up a business promotion activity area and a business publicity desk, with a special person in charge;

6. Special person is responsible for material preparation: banners, posters, newspapers and promotional gifts;

7. Put away the theme posters and other images after business every day;

8. Pay attention to sorting out and input the information of consumers holding VIP cards into the computer for filing in time.

Company headquarters supply:

A responsible for the design of all advertising pictures, posters, Yi Labao, banners and gift packages for this promotion;

B, the franchisee is responsible for the coordination, implementation and supervision of the new store opening promotion plan;

C, the manager is responsible for counting the number of gifts and tracking the distribution of gifts;

D. The supervisor is responsible for the implementation of the promotion plan and the determination of promotional gifts, VIP cards, opening carpets, picture books and corporate newspapers.

E. The regional manager is responsible for supervising the implementation of terminal gifts and activity materials, and tracking, guiding and supervising the promotion activities, and evaluating the promotion effect.

Third, create the atmosphere of the terminal building.

(A) the principle of creating an atmosphere

1, closely combined with the theme to form the theme expression;

2. Highlight the sense of grandeur and visual effects;

3. The brand logo appears in all promotional materials, highlighting fashion and corporate culture;

4. Appear in a unified brand visual image, reflecting the norms of brand operation.

(2), activity planning

Publicity shops along the street and along the main roads in the city;

Street signs near store b;

DM distribution in commercial concentrated areas and key blocks;

Chapter 5 Marketing Planning of Clothing Store If you want to dance with wolves, xx must first become a wolf, and this year's May Day holiday market is also a piece of fat that all enterprises must compete for. So we must win by surprise. On the one hand, we sit down and calmly analyze the market background and recognize our own position; On the other hand, we should also be prepared for the last fight.

I. Market Status and Analysis

1, market background

(1) There is fierce competition in the field of casual wear all over the country.

There are more and more leisure clothing enterprises, and businesses are constantly emerging, which carve up consumers' wallets and occupy the leisure clothing market.

(2) The product structure is similar, but the old brand has the upper hand.

At present, although the product structure of several casual clothes is similar, they are mainly old brands. The reason is that their market is rich.

(3) brand image synthesis

From advertising, marketing level, brand appeal to consumer preferences, xx still has a long way to go.

Because the clothing structure and even the brand image of each brand are very similar, there is bound to be a fierce price war in May.

Consumers' awareness of casual clothes has increased rapidly. They not only look at products, but also pursue price ratio.

2. Competitors (Wenzhou)

The first army: Bang Wei and Gao Bang, they are leading brands; Second Army: Mason and Baird are strong brands; Italian Danu of Birds in the Woods and The Third Army.

Features: high brand awareness, strong enterprise strength and large advertising investment. Implement localization strategy, reduce costs and enhance competitiveness.

3. Consumer situation

Consumers recognize casual clothes, with 78.89% regular buyers and 8. 15% occasional buyers, and only 2.96% never buy them. But the age structure is obviously small.

Characteristics of consumer behavior: emphasizing price, but the concept of brand added value is vague. But some consumers have realized this.

4. Market performance of 4.xxx

The popularity and reputation are not very high. Have a certain market share, especially in the southern market. And this year's product development is still competitive. Although there was a good performance of special price some time ago, the comprehensive strength performance was not outstanding.

Conclusion: The market potential is huge, and the task of guiding consumers through educational transformation is extremely arduous.

Consumers have been cultivated into the habit of consuming casual clothes, which is completed by several brands. In the long run, a considerable number of consumers will have a tendency to change their tastes, which has great market potential. However, educating consumers is a long-term and gradual process, and birds in the forest have a long way to go.

To sum up, how to let consumers know the real brand name of xx is particularly important. We must use the opening of new stores and a series of brand promotion activities to express the brand connotation of birds in the forest and achieve a sensational effect. There are many xxx questions, but there are many variables. As long as the direction is right and the work is in place, there will be good results. Two of them are very important: first, the function and quality of the product are very good, but it has not been well spread. Second, the influence of birds in the forest is not great, but it makes people feel very close. It can be said that risks and benefits coexist, and opportunities and challenges coexist.

Second, the purpose of the activity

1, which fully shows the unique personality charm of xx.

2. Improve the reputation of xxx.

3. Take xxx store in Wenzhou city as the source effect to drive the sales of specialty stores in surrounding areas.

4. Promote the development of xxx in the market.

Step 5 increase turnover

6. Increase social welfare

7. Enhance the cohesion of all employees of the company.

Third, the theme of the event

Activity theme: fiery May, another day.

Fourth, the slogan of the event

Campaign slogan: Are you on fire? Meaning:

(1) Consumers should abandon the old consumption concept and re-select the consumption object;

(2) Consumers should choose new brands for consumption, and it is time to change;

(3) When the summer heat comes, add some cool clothes;

(4) Let consumers fully display their personalized consumption.

(5) Show the new listing of xxx summer clothes;

(6) xxx is constantly improving itself.

Verb (abbreviation for verb) activity place

Location: all xxx stores

Duration of intransitive verb I-word

Activity time: May 1 to May 15.

Seven. activity

(1) T-shirts are bundled for sale, and movable packaging is designed.

(2) All key activity areas are packaged in three dimensions.

(3) Make use of 20 yuan special clothing and current main clothing to sell organically.

Note: The specific sales methods are provided by the Ministry of Commerce and the Ministry of Planning.

Eight, advertising strategy

As this activity is a routine strategy activity and a prelude to xxx's activities in the second half of the year, the focus of this activity is not on the content of the activity, but on the operation of the media. Therefore, the quality of this media release is particularly important. In addition, when new products go on the market, we should try our best to push the functionality and practicality of the products.

(1) advertising creative principle: rational appeal is the main one, supplemented by emotional appeal.

(2) Media selection

This activity is mainly used to promote the terminal layout, and then the media will not need to promote it.

(3) Soft advertising

A) Publish news and soft advertisements in the form of news on Wenzhou TV and cable TV.

B) Publish news in several major local newspapers in Wenzhou.

(4) Soft advertising theme

Launch the promotion activity of "Cool Summer" in an all-round way.

(5) Advertising language

Are you angry?

B) You should be angry.

The proletariat of the world unite.

D)xx fashion service area

(6) Advertising appeal target: consumers who pursue fashion; Consumers with lower incomes; Consumers who are tired of staple food.

(7) Advertising performance strategy: new, accurate and clever.

(8) Shop terminal layout

The whole tone is rendered in red or pink, creating a strong political atmosphere to express the atmosphere of May Festival. In addition to the routine arrangement, this activity should also pay attention to the details, such as drawing a sign of sickle and axe on the face of the salesperson. When a salesperson meets a customer, he should ask, "Are you angry?" Store music can play music of the Internationale and other genres.

Nine, the cost budget is not considered for the time being.

X. comprehensive comments

At present, the Wenzhou market has been filled with smoke, and it can be expected that this price war will continue in May this year. If this is the case, it is actually beneficial to xx, because it will make Bird in the Woods and other brands have a brand position. But if it lasts too long, it will hurt both sides, so xx must make plans early and slowly. These activities must be systematized and standardized.