Due to the impact of the psychological factors of the brand women's clothing consumption, according to the survey in the first choice of brand women's shopping, service and shopping environment, the second is the price and other factors, so to create a comfortable, personalized shopping environment, and provide a first-class service is the end of the shop. At present, in addition to the sales channels to protect the brand style, more and more women's operator to start the sale terminal to establish brand image, to form a feature of the store design, such as azona have faces baby face models, rounded at the top of the counter; ESPRIT red eye-catching logo; fairyfair pure lovely layout, constitute the feature of their stores, and conveyed to consumers the brand personality.
Because the brand women's clothing for specific target consumer group, emphasized the individuality of the clothing brand, including the product style, fashion design, brand image planning and so on. Only when the product style, store style and brand image, the brand's personality is revealed. Therefore, the store is crucial to heighten the brand image. Stores in the clothing, not just the place of sale, is a kind of personality display. The design style, store props, lighting and so on to heighten the quality of clothing, clothing value increase.
In addition to the design and decoration of the shop, there is a number of domestic women's clothing brands are neglected or unable to take into account the factors, that is, clothing display, commonly known as “ ”. Many domestic brands are also limited to the display of the display, in fact, women in addition to the use of beautiful window display for publicity and attract passenger flow, store display on the brand personality and performance plays an important role, while the convenience of customers to buy, so as to promote the sale of clothing.
International brand this more than a full understanding, and invest resources to be used, in addition to esprit, another example such as Denmark bestseller group's women only, in September 1996, the in its first store in China in Beijing Xidan Saite shopping malls opened. In addition to clothing styles and European synchronization, ONLY more from abroad, please come to the exhibition designer. Its originality is not only the popular styles brought in, also let clothing display coordinate, and teach consumers how to dress, to highlight the brand values and ideas, combined with proper positioning, effective channel development, so that only in the domestic market has been a great success and group follow up the victory, taking advantage of the other women's brand VeroModa launched in China, has achieved extraordinary results.
At the same time, on the clothing terminal, whether it is the logo, decoration, display of goods and all kinds of packaging and so are the hardware; in addition, the store management, service and sales staff and other terminal software is equally important. These software mainly through the overall brand culture, the company's employees to their own brand awareness and love. And the behavior of service personnel, service attitude and speech reflected.
According to the statistics of a consulting company, the main factors affecting the performance of the store, the proportion of business people accounted for about 30%, so in the entire store operation system, personnel are very important part. Shop in the face of customers, is a customer direct contact with the brand of a ring, brand clothing, the form of expression and information, through the clerk to convey to customers, therefore, the clerk's dress, demeanor are directly accepted by the guests, the formation of a comprehensive brand impression. Such as Milan, Italy Armani store, each a clerk's dress, attitude is completely an Armani spokesperson and model, the understanding of each piece of clothing, and deal with the customer, Armani brand of professional characteristics, which reflects the brand culture and connotation.
In addition to the environment, management and services, as a result of the brand to achieve market, consumer and retailer recognition, will eventually be reflected in its actual apparel sales performance. “ no sales of the brand is not a good brand ” marketing concept, actively use the terminal to promote sales. In pricing, take the national unified pricing strategy, establish a unified image of the brand, strengthen consumer awareness of brand pricing. In the product sales, unless the computer failure, general merchandise bar code scanning, according to the unified price of the computer display and discount payment, enhance the authority of the product price.
At the same time due to the sensitivity of the price of women's clothing, for the effective fight against competitors, to fight for market share, the selection of a variety of promotional strategies. To remove the regular discounts, gifts, VIP concessions, the introduction of preferential policies, the use of the victim's pricing strategy to attract customers, so as to enhance sales, expand brand influence. In addition, there are some special promotional form. As the new stage, the original sale, the amount of consumption over 1000 yuan, give 30 percent off discount etc.. At the same time, the sales staff for targeted promotion training, and from the system to give good push like the staff to give the spirit and material reward.
In women's clothing business, the brand has the decisive act, but the brand construction is impossible once and for all, needs to continue to carry on the brand management. Compared with the traditional production and management, the market orientation of brand management is more intense, the brand is the marketing object, the brand is the core, and integrated into the modern marketing concepts, such as asset operation and restructuring, business risk management and control, sales channel management and control. The core ideas of brand management are: brand operators through their brand reputation, market development, sales channels, product development, production technology management, quality control, human resources, information control and other marketing software aspects of the eight major advantages, the formation of strong adhesion, supply, production, marketing and other aspects of the operation of the business scope of the enterprise resources, so that the market expansion ability and rapid increase brand operators.
Because of the advantages of brand managers to develop production and management software, the formation of a high degree of capital intensive intangible assets, so the brand management is a high risk, capital intensive, sales channels and higher integration level of business model. In the process of carrying out the strategy of brand management, the development, maintenance and improvement of brand image are the key to brand management.
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