1. Analysis of the market environment of women’s clothing brands at the current stage
(1) Analysis of the market environment
1. The continued growth of China’s GDP has created a good environment for the development of the Chinese clothing market.
Our country’s economy has entered a new economic boom cycle, and China’s economy has a good momentum of development. Relevant experts predict that my country’s GDP will grow by 5.5% in 2006, and all industries will benefit from the growth. The huge inertia of GDP growth will play a role for a considerable period of time, and the Chinese clothing market shows huge development potential. A considerable number of Chinese apparel companies have entered the initial stage of international operations and have begun to focus on the establishment of their own brands. In 2007, the development situation of the garment industry will continue to be promising.
2. China’s external imports continue to increase.
In the past four years, China’s women’s clothing industry as a whole has shown a continuous decline, and output has shown a trend of steady growth every year. According to the “Clothing Sales Status of National Key Large Department Stores from January to December 2005” statistics from the China National Trade Information Center, 82.8339 million pieces of women’s clothing were sold in 2005, a year-on-year increase of 23.1%. This shows that the overall sales of women’s clothing in 2005 was very good.
From January to December 2005, the cumulative import of woven women’s clothing was 5.206 billion pieces, with a cumulative import volume of US$18.295 billion, a year-on-year increase of 20.84%. The amount was US$9.36 billion, an increase of 17.8% over the previous year.
(2) Market development analysis
1. The rural women’s clothing market has broad development and huge market potential.
According to a survey of women in six villages in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Nanjing by Brand Wuyou Company, female administrative staff spend the most on clothing, followed by female white-collar workers. Most of these women are in Over 30 years old. The husband also spends nearly 1,000 yuan on clothing every year. The interviewees visited clothing stores 8 or 9 times out of 10 times when they went shopping.
According to the survey conducted by Zero Point Research Company: Chinese female consumers spend a high proportion of their income on purchasing clothing and accessories, followed by communications, travel, cosmetics, books, etc. It can be seen that with the increasing independent economic ability of female consumers, the pursuit of quality clothing has become a new dressing concept for female consumers in the new era, and the Chinese women’s clothing market contains huge potential.
2. The rural market needs to be developed urgently.
According to statistics from the National Bureau of Statistics: China will enter an aging society, and the population over 65 years old has reached more than 93.77 million. Modern consumers pay attention to individuality in dressing and pursue their own style. Female consumers of all ages have increasingly higher requirements for branded clothing, which has caused differentiation in the market. Consumers of different age groups, different economic statuses, and different cultural backgrounds have different needs. Different costumes. The modern elderly people’s concept of dressing has undergone great changes. They gradually began to pursue the residual heat of fashion. However, because China’s elderly clothing market is too dry, a considerable number of elderly people cannot purchase suitable clothing in the clothing market. The clothing market for middle-aged and elderly people has yet to be developed. open up. Clothing for middle-aged and elderly women places more emphasis on cultural connotation, and providing appropriate purchasing services is the key to winning the reputation of middle-aged and elderly female consumers.
Nowadays, some domestic and foreign companies have launched mid-to-high-end clothing for middle-aged women. Yingda, Caesar, Saint Nolan, etc. have also launched mid-to-high-end brand clothing that is completely suitable for middle-aged women. This is bound to have a great impact on China. The women’s clothing market has had a greater impact.
2. Sales positioning
(1) Sales location positioning
Store mode, distributed in pedestrian streets and shopping malls
(2) Target group positioning
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Stylish women aged 20-40 with independent economic ability know how to enjoy life, are rich in connotation, and pay attention to the quality and matching of clothing.
(3) Sales price positioning
Mid-range positioning
3. Sales channels
1. A sales channel—physical store method
2. The second sales channel – e-commerce sales method
3. Direct sales and franchise coexist
4. Clothing brand promotion plan
(1) Outdoor advertising promotion
“S” type signage – super large billboards on large roofs and roadside, 6,000 yuan/year
“B” type signage – medium-sized signs such as elevator side, building side, column type in shopping malls Billboard; 3,000 yuan
“P” type sign – sidewalk light box, lamp post light box, telephone booth, car booth and other small billboards. 10,000 yuan
(2) Online promotion
1. Professional clothing brand promotion website – Brand Worry-free (www.ppwy.cn)
Platinum member advertising package: brand Wuyou homepage is promoted in various major columns, investment hot spots, recommended brands, brand press conferences, product displays, icon advertising, brand popularity information release, database marketing, “Brand Wuyou News” advertising gifts, etc.
2 . Cost budget: 20,000 yuan/year
3. Media promotion
“China Clothing News” home page full page 70,000 yuan
Veteran brand promotion media, description Characteristic industries, expand brand influence, and better serve investment promotion.
The front page of the “Brand Worry-Free” newspaper is 12,000 yuan (discounted price)
New clothing brand promotion newspaper, strong industry pertinence, comprehensive customer tracking; newspaper fees are directly invested to all parts of the country
4. Promotional implementation
Shopping mall store promotions; online electronic discount coupon issuance; employee specials; cash back activities
5. Public relations activitiesvalue.
So, how do brand women’s clothing or discount women’s clothing stores achieve the best results when displaying them?
1. Display height
The height of clothing display racks is generally 90 cm~ 180 centimeters is common, and the display area from the customer’s chest to the height of the eyes is called the “golden space”.
2. The concept of product categories
According to the different shapes, colors and prices of each brand, the display methods suitable for consumers to purchase and view are also different. Generally speaking, it can be divided into:
a. Those with small size are in front, and those with large size are in the back.
b. Those with the cheapest price come first, and those with the highest price come last.
c. Those with darker colors are in front, and those with bright colors are in the back.
d. Seasonal products come first and popular products come last.
3. Product display essentials
Effective use of partition boards: Used to circulate the position of goods, prevent the goods from being out of stock without noticing, and maintain the neatness of the shelves.
The outward-facing flat display allows customers to easily see the products.
The posting position of price tags should be consistent and prevent them from falling off. If there are special offers, they should be marked with POP or special price tags.
Product display: from large to small, from left to right, from shallow to deep, from top to bottom.
4. Segmentation of shelves:
Upper layer: display some representative and emotional products.
The gold layer displays some unique and high-cost products.
The middle floor displays some volatile commodities.
On the upper floor, some more expensive goods are displayed.
5. Focus display
Use lighting, color and decoration to create an atmosphere and focus customers’ vision.
6. Standardization of product display
Putting product labels on the reverse side allows customers to know them clearly and make them easy to access. It is also a basic display method.
The safety and stability display can prevent the risk of products from automatically collapsing in open-shelf stores, especially the products on the upper floors. The height of the upper floor must be consistent.
7. Vertical display of goods
Also known as vertical display, it is more comfortable and convenient to move the eyes up and down than left and right, and it can also prevent customers from not looking at the displayed goods. Keeping the height of the products high and arranging the shelves flexibly can make the display more varied and balanced. Keep the store clean and pay attention to hygiene. This article is copyrighted by Guerlain Business Wear. Please indicate the source when reprinting. Thank you for your cooperation!
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