Brand apparel marketing program sample three articles

Branded apparel marketing program model three

Each year, the introduction of a different theme of marketing strategy, can build consumer awareness of the brand image more certain, so the annual clothing promotional program combined with marketing strategy, will be able to make the brand image more strongly, the consumer's goodwill towards the brand to increase. So how should the program be planned? Here is my brand apparel marketing program for you to organize the content of the three sample, I hope to help you, welcome to read!

Branded apparel marketing program 1

First, the marketing background

Brand slogan

GirlFriend, enjoy what you enjoy, only do yourself.

Target Group

Positioning 18-29 years old young fashionable women, the group has a certain economic foundation, has a strong desire to buy, the pursuit of trends, fashion personality, dare to try new things, the pursuit of self.

Brand Concept

Clothes are the supporting role, the person who wears the clothes is the protagonist

Brand Background

GirlFriend has been into the women's clothing for 10 years, is headquartered in Beijing, there are 108 stores across the country, in the market has a certain degree of popularity and a stable customer base.

Second, market analysis

A. Market environment analysis

Trendy clothing has gradually become the dominant apparel industry, the women's clothing market has been the big head of the apparel market, women's clothing market has been leading the fashion and trends, is the representative of the fashion, personality. The frequency and amount of women's purchase of clothing is the most in all clothing consumer groups, there are? Get women's clothing get the world? A said.

B. Product Analysis

Trend and fashion-oriented, positioning the consumer groups of the younger generation!

C. Consumption analysis

The young generation of clothing consumption is dominated by the trend and fashionable clothing as the leading, in the way of consumption is simple, convenient-oriented.

Third, strategy analysis

A. Price strategy

We use the membership points system and do not shout, do not return the price, the sales model, so as to provide more convenience for our young generation.

B. Channel strategy

The combination of official website sales and physical stores.

C. Promotional strategy

1, all customers who consume more than 200 yuan in the store can apply for a free membership card.

2, member points system: all members who spend in the store can enjoy points activities, take ? A dollar a point system? Points can be exchanged for gifts during the annual store celebration activities, points a year a zero.

3, this month is the 10th anniversary of GirlFriend store, enjoy the above two preferential activities at the same time to enjoy shopping full of 188 yuan to send 10 yuan coupons, shopping full of 288 yuan to send 20 yuan vouchers, shopping full of 388 yuan to send 30 yuan vouchers, and so on, 1,088 yuan cap.

Branded apparel marketing program 2

A. Marketing activities during traditional festivals

China's traditional festivals or more, the Spring Festival, New Year's Day, Dragon Boat Festival, May 1, 11, June 1, and Christmas, different festivals should be taken to promote some of these activities, these activities are necessary, because people have more time to spend shopping in these festivals. Activities during the holiday season in addition to the above mentioned a few, the most important and the following kinds.

1. Clothing store promotions: shopping sweepstakes activities

The holiday season is the time when the flow of people, many customers are relaxed mentality, if the store held during the holiday season as long as the shopping can participate in the sweepstakes, the focus of this activity is the activities of the set of prizes, can not let there was no desire to buy customers see the prizes are willing to buy and get a sweepstakes opportunity! This is what the store owner needs to consider. Must keep in mind that the set of prizes can be higher, you can control the profit through the winning rate.

2. Clothing store promotions: new all discount sale

Customers will always be interested in the new is interested in the holiday season, we are all rushing to relax the mind, if there is really new and can be discounted that as long as it is suitable for their own of course, they will buy a piece. So shopkeepers reserve some new models during the holidays, you can go new at the same time mixed with some of the old models, do not care about one or two customers say you old to fill the new, because you can never satisfy the tastes of ten people, not to mention the millions of different consumers. The clear purpose is to promote the new models to drive the volume of the old models. Of course, the proportion of new models or to grasp.

3. Clothing store promotions: ultra-low price sale

4. Clothing store promotions: holiday consumption points exchange promotions

That is, in the days of the festival held in conjunction with the value of the yuan points exchange activities, similar to the full of activities, but this is the concept of money into the concept of the integral concept, but the concept of the different but the purpose is still the same, to stimulate consumption, to stimulate the continued consumption of the same. To stimulate consumption and arouse the urge to continue to spend. There are two ways to set the level of this integral, one is as long as enough points can be exchanged for the corresponding products, the advantage is that the points threshold is low, so that many people can enjoy such an exchange, and the second is to set up a different points exchange rules, each level of exchange of different products, but the gap is not too large, so that the customer is favorable to the customer's mentality of comparison. Of course, all prerequisites are still reasonable points grade settings and the grade of the gift products, whether or not you can evoke the customer to continue to reach the points of the desire to buy.

The main purpose of this activity does not lie in profit, but in how to attract customers into the store, as long as there is popularity there will be sales, this activity should be in stock or manufacturer's original price or even the cost of the product, the promotional price is not according to the routine, lose some in to engage in a special price as long as there is a flow of people is worthwhile, of course, the amount of grasp depends on the owner, there is also the grasp of the time period, the early people the most The time to engage in fanfare, there will be unexpected effects, according to their own ability to do, do not be unrealistic, engaged in the loss of the money of the sale is not much traffic and sales.

5. Clothing store promotions: buy one get one free

As for the delivery of this ? One? I think we should send different products according to different festivals, in fact, the price of this gift are counted in the price of this product, or with a certain discount price to equal the gift. That is, the original price has not changed, but the price of the gift is equivalent to a certain discount. In business, since it is a sale. Then send must have a reason.

ii. Clothing store promotions during the season

The annual change of seasons is a busy season for all store owners, seasonal clothing clothing is not timely clearance processing, that directly into a non-performing asset, in order to achieve this purpose, the store owner should generally be used in the following ways of clearance,

1. Clothing store promotions: a price on the heap of clearance

This method is suitable for the end of the season on the new models. Suitable for the end of the season on the new models began to more up, a lot of the season has been basically not go in the case. As for the mastery of time is completely and the local climate and seasonal time associated with the store owner can grasp. The benefit of this activity is to clear all the clear off, as for how much to earn not too hard, think about one thing, is that the end of the season, if once you miss the clearing season, maybe the next year is a pile of garbage. So a line of women's clothing or caution to give for the owner of the store, let your money live up, pressure is not the ability to liquidity is the magic weapon of your development.

2. Clothing store promotions: ultra-low price batch clearance

The advantage of this method is that in the case of other clothing prices have not changed, a portion of the similarly priced clothing centralized clearance, you can engage in a large trolley, or store to set up a special area, if the clearance is not good, on the price and goods adjustments, if the clearance is good, it is constantly divided into batches! Staged clearance, of course, in the clearance of other still sell the price fluctuations should not be too big, because as long as it is to give customers a feeling of price difference.

3. Clothing store promotions: full of activities

This activity of a line of women's clothing in different periods can be used to do an activity I think it is necessary to publicize the fanfare, in the store eye-catching location must be used in a good newspaper promotional activities, as for how much full of what to send to see the owner's own discretion. Purpose or to a large number of goods-oriented, this activity can also be divided into two ways, one is full of a few pieces to send, the other is full of how much the total price after sending, but the point of this activity is not to let customers feel that you send something is not worth it, do so may also allow customers to produce a feeling of deception. So think twice about what to give away. Remember.

4. Clothing store promotions: bargain stores divided into sub-priced sales

Can be taken at the end of the season when the clearance of the price of promotional clearance, specifically the almost the same price of clothing were displayed in different areas of sales, and then a unified price, the sale of discounts can be used in a promotional way, as far as the grasp of the price is certainly not just right, but the A cut also have to be a cut, good goods mixed with bad go, as for the distribution of the price ladder a line of women's clothing is recommended or a different ladder, because as long as the customer can find their own consumption price within the clothing at a glance. To do this will require the owner of the reasonable distribution of different price point clothing display and price range.

5. Clothing store promotions: discounted clothing store-wide sales

Discounts are kept at? The discounts are kept in the "less money" category. Within this concept, you can be in front of the store goods store all to the end of the season clearance of large posters to attract customers. The slogan is more, such as like the whole field x discount, the end of the season clearance, discount on the form of appearance, of course, the proportion of this discount still have to shopkeepers themselves to take the right. This discount is suitable for a price store, as for bargain clothing stores can take the following one way.

Branded apparel marketing program 3

First, the nature and scope of content

Sales service industry, the main business is to sell campus clothing, fashion clothing, unique personality suitable for college students, campus sportswear.

Second, the market background

In Guilin University of Electronic Science and Technology Beihai Campus, students can buy almost everything except clothes without leaving the school. Indicates that the clothing store for a gap in the school. In this context, facing the students to open a student's own pick clothes, the prospects are generally optimistic. The feasibility index of this plan is relatively large.

Third, market research

Most students are in favor of opening a clothing store on campus. There are two main reasons: one is that college students almost become a fashion and trend of the army, buy clothes can be said to be almost a common meal; two is the city is far away from the school, go out and shop more time-consuming, if there is a campus will be much more convenient.

Fourth, the market forecast

Price forecast: consumer objects mainly for students, the price should be set at a low level.

Demand forecast: students' clothes and social ties, in addition to clothes, generally with the season and the trend of replacement are faster and more frequent, coupled with a number of popular clothing such as jeans, in the case of reasonable prices, sales are absolutely guaranteed. And girls are the main force to buy clothes, so girls' clothes are the main products.

Fifth, the marketing program

When everything is ready, it is ready to choose a date for the official opening. The opening day to attract customers, do some promotional activities are inevitable, promotional activities are no more than discounts, gifts and lottery and other three types. At the same time in the dormitory to distribute some flyers. The school area is a little small, the students are the advertising medium, as long as the credibility of the store to maintain the store before and after the opening of the sales promotion and normal business after the publicity can save a lot of links and costs.

Six, the store site selection

In the complex, the student flow, and next to a supermarket, the number of school to buy, and the store contracted Shentong Express, so the location of the complex is good, next to the two banks ATM, but also convenient for students to get money to buy.

VII, investment amount analysis, monthly cost analysis

Initial costs rough

Rent: 1500 yuan / month decoration costs: 1000 yuan first clothing payment: 5000 yuan other costs: 1000 yuan

VIII, investment income budget

Economic benefit evaluation: Beihai Campus of the University of Electronic Science and Technology of Guilin has students in the campus. About 20,000 people, plus school staff teachers, conservative figures can be set at 2000 people. These people on the clothing consumption even if the minimum standard 20 yuan / month, clothing stores will have a monthly sales income of 600,000 yuan. The costs have been listed previously, and the most conservative pre-tax profit for the clothing store is calculated to be $40,000/month. And from the risk analysis of the project, investing in a clothing store is extremely low risk in terms of all factors.

Evaluation of social benefits: If the clothing store according to the normal budget business operation, students will be the lowest price to buy satisfactory clothing.

Nine, the form of organization and staff

The clothing store is a free enterprise of small individual private enterprises. Sales staff will be recruited from students, the use of student after-school work and study to exercise their own.

X. Selection of goods and channels for purchasing goods

1, selection of goods

Brand to miscellaneous brands. Incoming goods to the right sales, the right amount, the preparation of stocking plans, of course, in the process of stocking can also be modified strain. Incoming goods, the first to the market to turn around, take a look, compare, ask, count, think, and then proceed to the implementation of the goods. Less into the test marketing, and then in the right amount of goods. Because it is a new store opened so the style must be more, to give customers a wide range of choices. Into the goods as far as possible arranged every week on Saturday or Sunday, just when the students are on vacation to play the opportunity to go out, and Sunday Guilin University of Electronic Science and Technology, Beihai Campus will be late enrollment, the students will not have time to go to the store. Every week the store is sure to have new products to the goods, but only part of the new goods, a part to stay on the weekend!

2, purchase channels

brand discount stores, online shopping, Taobao wholesale clothing market

eleven, service principles

Whether the student customer to buy clothes or buy the clothes less money to smile and let their satisfaction to leave, and often in the past may be in the students between the word-of-mouth reputation of the beauty of the degree of, will have repeat business. For the customer's requirements in the premise of possible realization as far as possible to meet.

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