Clothing store marketing plan

Part 1: Clothing store marketing plan

Frequent marketing planning

Frequent marketing planning, also known as old patron marketing planning, refers to design planning that rewards customers who buy frequently or in large quantities. The rewards are in the form of discounts, gifts, prizes, etc. Identify, maintain, and increase output from the best customers through long-term, mutually influential, value-added relationships. American Airlines was one of the first companies to implement frequent marketing planning. In the early 1980s, it launched a plan to provide free mileage. A customer can participate in the company's AA project without paying any fees. Wait for a ticket or enjoy free sailing and other benefits. As more and more customers turn to American Airlines, other airlines have launched the same plan. Many hotels stipulate that after a certain number of days or amount of accommodation, customers can enjoy the first class housing or free accommodation. Credit card companies also offer discounts to cardholders.

The shortcomings of frequent marketing planning are: First, competitors are easy to imitate. Frequent marketing planning has only a first-mover advantage, especially when competitors are unresponsive, and if most competitors follow suit, it will become a burden for all implementers. Second, customers are easy to transfer. Because it is simply the attraction of price discounts, customers are more likely to be affected by competitors' similar promotion methods and transfer purchases. Third, it is possible to lower the service level. Simple price competition tends to ignore other customer needs.

Various strategies for relationship marketing

Relationship marketing is an activity that establishes long-term satisfactory sales relationships with key customers. The most important aspect of applying relationship marketing is to master the strategies for establishing long-term good business relationships with customers.

Establish a customer relationship management agency

Establish a specialized relationship with the customer relationship management organization, select the person with strong business ability as the general manager of the department, and set up a number of relationship managers. The general manager is responsible for determining the relationship manager's responsibilities, job content, behavioral norms and evaluation criteria, and assessing job performance. The relationship manager is responsible for one or several major customers, is the concentration point of all the information of the customer, and is the communicator who coordinates the various departments of the company to do customer service. Relationship managers must be professionally trained, professional and accountable to their clients. Their responsibilities are to develop long-term and annual customer relationship marketing plans, develop communication strategies, submit reports on a regular basis, and implement the various benefits that the company provides to customers. The problem is maintaining a good business relationship with the customer. Establishing an effective management organization is an organizational guarantee that results in marketing effectiveness.

Personal contact

Personal contact is to enhance friendship and strengthen relationships through close communication between marketing personnel and customers. For example, some marketing managers often invite customers' managers to participate in various entertainment activities, such as skating, picnic, bowling, and singing and dancing. The relationship between the two parties is gradually closer; some marketing personnel remember the birthdays of the main customers, their ladies, and children. And give flowers or gifts on the birthday to congratulate; some marketing people try to get good flowers and flowers for customers who love flowers; some marketing people use their social relationships to help customers solve their children's enrollment, education, employment And other issues.

The shortcomings of relationship marketing through personal contact are: it is easy for enterprises to rely too much on long-term contact with customers' marketing personnel, and it is more difficult to manage.

Club marketing planning

Club marketing planning refers to the establishment of customer clubs, absorbing customers who purchase a certain number of products or paying membership fees to become members. Japan's Nintendo video game company has established the Nintendo Club, attracting 2 million members, members paying $16 a year in membership fees, and can get a Nintendo magazine every month, first or review Nintendo games, winners have prizes, and can also play " The game line "telephone asks various questions. Halle Davidson has established the Harley owner group, with 33 corporate vitality XX year 10th nn marketing plan YINGXIAOCHOUHUA has 300,000 members, providing members with a magazine, a travel brochure, emergency repair services, specially designed Insurance programs, price-priced hotels, often hold ride training classes and weekend cycling competitions, and cheaply rent Harley Davidson locomotives to holiday members. Customers who purchase the Harley Davidson locomotive for the first time receive a one-year membership for free and a $35 part update within a year. At present, the company has occupied 48% of the US heavy-duty locomotive market. The market demand is greater than supply, and the customer retention rate is 95%.

Customized marketing

Customized marketing, also known as custom marketing, is to manufacture products and carry out corresponding marketing activities according to the different needs of each customer. Its superiority is provided by providing features

Knowledge and skills about clothing discount marketing

The job of discount clothing shopping guide is to find the key to winning in the specific sales work. Only when you find the key to winning a discount sale, the guide can be targeted.

The world's top shopping guides have summed up the key to 10 successes: clear goals, healthy mind and body, strong ability to develop customers, self-confidence, professional knowledge, customer needs, good narration skills, and good at handling Oppose opinions, track customers and collect money.


Article 2: Clothing store marketing plan

Our pure

1. Enterprise Overview 2. Marketing Strategy 3. Operation Management 4. Corporate Goals

Business overview

Corporate Mission: To provide superior quality and create superior value for customers at the best price, to ensure that customers are satisfied with our products, services and our store. To this end, we are committed to a high degree of responsibility in social behavior. We also strive to improve the social responsibility standards of our stores by working together with our partners to contribute to the sustainable development of the Chinese apparel industry. Bring a spirit of positive innovation to all people around the world to provide consumers with a new and fashionable life experience.

Form of ownership: Partnership type: Specialty store portfolio and type: a. Free leisure Casual series b. Fashion TRENDY series c. Campus Y2 - the youngest youth leisure series Our slogan: Never the same, what to wear, wear What, what to wear, I see! I see it!

Corporate image

In the fashion, simple and elegant design, the pursuit of vitality, nature, beauty, pure youthful temperament, the pursuit of modern personality development trend, fresh and friendly, full of fashion, giving customers a sense of complete self. I hope to stand out from the numerous clothing stores and develop into a brand-name storefront that is favored by the majority of students. The soft decoration style of the storefront and the lively and light color of the storefront and the layout of the clothing show that this is a special student. Clothing store for sports and leisure wear

Marketing strategy

A. Target market B. Competitor analysis C. Marketing method D. Market positioning E. Shop location F. Customer communication G. Competitive advantage

Target market analysis

1. Self-awareness: First, we must do a rational analysis of the company itself. 2. Familiar with the environment, subdivide and analyze the selected market, and find suitable target market for the enterprise. 3. Target market analysis. After the company selects the refined target market, it needs to analyze the status quo of the target market in more detail. 4. Target brand analysis

Competitor analysis of Adidas: Brand personality is mature professional, modern and cool, and it is cool enough to occupy China's high-end market Nike: Brand personality is challenge, enthusiasm, confidence, and happiness in competition. The core is "professional The sporting goods market is to guide the mass market." Anta: Brand personality is focused, pragmatic and constantly surpassing. There are advantages in cost and price. The choice will focus on the mass market in the second and third tier cities. The price is higher in the low-end brands, and the reputation has been good.

Marketing method

1. Create a customer profile. Including name, gender, mobile phone, phone, birthday, mailing address, date and style of purchase, date and style of second purchase, monthly purchase frequency, filer. 2. Member points system. According to the points, the products are discounted, and the consumption rebate is 1%-30%, with an average of 15%.

Market positioning

Target consumers target young people between the ages of 18 and 30. They are fashionable, youthful, lively and healthy, passionate about fashion, chasing fashion, insightful, and characteristic people who enjoy a pleasant life.


Part 3: Clothing store marketing plan

First, the store sales product positioning:

Korean fashion women's wear, mainly in knitted tops.

Second, the store decoration style:

Elegant and elegant decoration style, the color of the store is mainly brown, supplemented by beige. The decoration materials are mainly made of fiber, reflecting the buyer's aesthetic and curve, attracting customers to enter the store.

Third, the staff of the store:

2 to 3 shopping guides, require strong clothing matching ability, understand the fabric and production of clothing, and be responsible for the work. Cheerful and generous, with affinity, strong language strap, can provide customers with good advice on clothing.

Fourth, the promotion program content design:

Promotion is a big tool in the apparel industry. It not only promotes the increase in sales, but also helps to improve the image of the store and establish long-term cooperative relationships with customers. Combined with the survey results, we found that the opening time of Diyi Avenue was not long, and the traffic was not high. There were not many customers who came to Futai to shop. We decided to set the target audience as our classmates and teachers. The school staff is concentrated and the age is consistent. The shopping group of Diyi Avenue, and the products of Diyi Avenue also meet the purchasing needs and purchasing power of students and teachers. We have taken the following promotions.

1. Post a report on our website to promote our competition, in order to let more students know about our competition, and attract more students from our school to buy goods at our store.

2. At the same time before the official competition on the 23rd, posters will be posted at the two campuses of the college to further increase the influence of the competition on the students of the school. On the poster, it is indicated that the student ID card of the college can enjoy the discount, hoping to get the maximum benefit of the students. stand by

3. Before the start of the competition, the teachers of each department will preach on our competition activities in the two campuses, and distribute the vip card to the teachers of the school, making it our key customer.

4, 23-28 every day during the game every day, every day to the rich floor to release a half-hour vouchers, the flow of people to the store for consumption. Post pop posters in the store to maximize the number of scattered customers on the site to buy goods in our store.

5. We left a credit card for each customer during the research period. We welcome them to come to our store to purchase clothing during the event.

6. We put the logo of the clothing store on it, and each hanger has a logo that we designed and produced. We have carefully prepared shopping bags for our customers. After each sale, we will use the logo to seal the bags, let the customers remember our changeyou clothing store, and remember the event organized by “Di Yi Avenue”. Consumers who enter the store can leave a deep brand impression, and potential consumers who have not entered the store can see our mobile brand promotion.

7. Induced consumption refers to the parts that consumers receive, such as gifts, discounts, etc. Now there are still many people who are greedy and cheap, and can grasp the psychology of this part of people and help you to make promotions. At Christmas, we carefully prepared small gifts for all consumers who entered the store, promoted the consumer's desire for consumption and designed and arranged the special clothing area to take the small profits and quick turnover route.


Article 4: Clothing store marketing plan

A new program has emerged in the marketing planning of women's clothing stores. Wenzhou women can now wear the designer's unique works like a star at the doorstep, and the clothing store has started this special sale--------------

The clothing store named "Ying" is located in an unobtrusive location in Times Square. It is small in size and elegant in decoration. The biggest difference from the general clothing store is that most of the clothing brands are rare on the market. The same style of clothing is only one or two. The owner of the store, Ms. Kong, said that women buy clothes with a unique personality. To this end, she specializes in collecting works by Hong Kong and American designers in Shanghai studios, and purchases some unique designs from Europe. The second-line brand women's clothing. She revealed that she is working on establishing a profile of member customers, and will carry out the theme salon activities from time to time in order to make friends with customers and cultivate customer loyalty.

The relevant person believes that the clothing store marketing plan of this small store dares to take another path to occupy the market, which is worth learning for the operators who will only follow the trend.

The boss's clothing store marketing plan - some ideas for opening a store

Many friends want to start from the store, but they don't know what to open. Many people think that it is best to open a store to be different, or to open a store that is less competitive and has fewer competitors. I personally think this is not practical. First of all, you are very difficult to make a difference. Second, even if you open a store that is different, if you don't have a technical threshold or other threshold, others can easily imitate it. Therefore, I believe that the first thing to consider when opening a store is its own situation. If you are good at anything, familiar with or interested in any industry, open a store. Those who are familiar with clothing can open a clothing store and be familiar with the building industry's building materials store. Three hundred and sixty lines, the best, will only succeed if you plow in the fields that you are familiar with or interested in.

Some people are very familiar with an industry but lack funds. Consider looking for a like-minded partner. Not only can it solve the funding problem, but it can also reduce the risk. But when you open a store like this, the partners must choose. One is to be able to trust each other, and the other is to have a common entrepreneurial goal. But no matter what kind of friend, you must first be a villain and a gentleman. In advance, the responsibilities, rights, and interests of both parties must be clearly planned, and the finer the better, it is better to write clearly in written form, so as to avoid disputes. Chinese companies have a bad phenomenon. Partners often share the same pains when starting a business. Once the company grows and develops, the contradiction comes out. The so-called common problems can not be shared, and the partnership should consider how to get out of this strange circle.

Some rules and regulations must be established when a partnership is opened, especially the financial system. Once the partnership is decided to open a store, the funds from the funder are owned by the company, and the use of funds must be strictly in accordance with the financial system.

Formal enterprises, market research, writing feasibility reports, business planning books, etc. The feasibility report can include the following parts: market research, market segmentation, market positioning, competitor analysis, risk analysis, the company's strengths and weaknesses, cost analysis, revenue analysis, business direction and long-term goals, enterprises The phased objectives, the means and methods for implementing the phased objectives. Of course, the average person who opens a store does not have to be so complicated. But you must at least have a deep understanding of the market.

In the end, I think that the success of your store is not what you sell, but your management level and marketing level. Opening different stores will have different content to consider. In accordance with my thoughts, I would like to talk about several aspects that should be paid attention to when opening a general retail store.

1. Site selection. Site selection is important, and a good address is half the battle. Several factors that are usually considered when selecting a site are: flow of people, traffic conditions, nearby residents and units, such as schools, office buildings, etc. Also consider whether the nearby stores are conflicting or complementary. In general, it is best to have no competitors nearby. But it is not necessarily true. If the business units in the commercial district are concentrated, it will help to build up popularity. When opening a big supermarket, there is also a concept of a business district. The so-called business circle is the coverage of store services. In the business circle, consumers generally come to shop, and the possibility of consumers coming to the store outside the business circle is more reasonable. Of course, how to determine the size of the business circle is also very particular. Consider the size of the store, competitors, traffic conditions. And so on.

2, shop design and store design. The store design should be personalized and eye-catching, which can make consumers feel impressive or have a good impression. Store design should also be more important, such as the brightness of the light, the color of the wall and the ground, the display of the shelves, and so on.

3. Service and promotion. First of all, never sell fakes. General small supermarkets can also consider: door-to-door, 24-hour business, some convenience measures, you can also learn big supermarkets to engage in some merchandise shopping guides, posters and other promotional materials, engage in some promotional activities. You can even consider implementing a membership system and a point reward system. Think about it, you can still think of a lot of promotional methods.

4. Management. Management must be standardized. If the store has a certain scale and there are many varieties of goods, it is best to implement information management. Information management helps to analyze the sales of goods in a timely manner. What goods are sold well, and what products are unsalable, can be analyzed and sorted in time. For goods with different sales conditions, inventory management and procurement management are also different. Scientific inventory management and procurement management can effectively reduce costs and risks. How to analyze, I think there are also a lot of materials or books to refer to.

5. Purchasing is a very important part. How to reduce the procurement cost, we must consider the purchase channel, the purchase method, and so on. Even in order to reduce the purchase price, it is also possible to consider consolidating the distribution with other small merchants. The types and quantities of goods purchased depend on experience or data analysis of sales of goods. Scientific procurement can reduce inventory and increase capital turnover.

6, the display of goods. The display of goods and the placement of shelves are very particular. The display of goods cannot be simply thought to be beautiful. What is placed in the first line, what is placed in the second line, where the promotional items are placed, and what products are placed at the entrance. For the display of goods, you can refer to the relevant books. Good merchandise display can effectively promote sales.

7. The pricing of goods is also a matter of learning. However, in general small supermarkets, people are more concerned about convenience and are not very sensitive to price. So small supermarkets, sometimes called convenience stores.

8, you can consider joining. A large-scale chain enterprise can generally have a relatively mature set of practices and is relatively standardized. Chain companies generally also distribute goods to franchisees. Joining such a company can reduce risks and take advantage of the branding effect of chain companies. Sometimes chain companies sometimes manage or otherwise train franchisees. The bad place is to sacrifice some of the profits to the chain companies, and it is not conducive to the store to create their own brand.


Article 5: Clothing store marketing plan

1. Food and clothing are needed for life, and the market is big.

Clothing, food, and note are the four elements of human life. People put "clothing" in the first place, showing the importance of clothes for us. As the head of clothing, food and shelter, human pursuit of Jinyi beauty service seems to never end. Whether it is all over the streets, dotted with personalized clothing stores, or high-end brand clothing of major shopping malls, from tens of dollars in low-end stalls to up to thousands or even tens of thousands of imported clothing, especially women's clothing as long as Trends and consumers' tastes, people are willing to pay for ordinary people to eat and eat bad, and some can also own their own, but people can not wear clothes, but can not produce their own, so there is definitely a need in this regard. With the improvement of people's living standards, people's aesthetic tastes will change with each other, not only speaking, but also paying attention to how to wear, what to wear, whether to wear it; so wear, there is a big market, each person All must be; calm down, the market is big, competitors are everywhere; like a piece of milk, there are countless ants, are eating this cake. In any case, whether you can become the main occupier of this cake depends on what kind of market positioning we choose and how we live. It is the most important thing for consumers to appreciate their products; this is the most important thing we will face. The root of it.

2, the clothing industry is easy to set off, which is conducive to grasping the principle of survival;

The reason why I think that the choice of clothing industry is easy to pick up is because the market is big and the purchase volume is strong. As long as your products cater to most consumer groups, you are the winner overnight. Because how many people are interpreting the survival rules of this market, as long as you look at it with cold eyes, you can know how to start in this industry. The forwarders have told us this reason, you don’t have to spend money to buy it. . Then the advantage of choosing a clothing store is that the clothing industry is relatively mature, the cost of the project is low, and it is easy to enter and easy to start. It is suitable for the entrepreneurial circles that we have just entered the business, and we are also interested in clothing. Combine with the business.

The phrase “there is no failure in the industry, only the failed enterprise” implies the law of survival and the crisis, but gives us a warning that if we want to survive, we must solve some problems: our clothing scale, product positioning, group goals. Wait.

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

Name of the store:

Group goal

Domestic adult clothing age classification is basically: 18-30 years old, 30-45 years old, 45-65 years old, 65 years old or older.

1, 18-30 years old: The consumer group in this age group is the most important group of clothing consumption. It is the group with the highest frequency of clothing purchase and the total purchase amount of the consumer group. The frequency of female consumption is higher than that of male. This group has a certain economic foundation, a 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 is the group with the highest value of purchasing single-piece clothing among the consumer groups.

This group is the group with the strongest economic base among the consumer groups, and the desire to purchase is equally strong. However, most of the group's outlook on life and value are relatively mature, so they have their own preferences for style and fashion. Some of them have their own favorite brands, and their acceptance of new brands is relatively low.

3, 45-65 years old and over 65 years old do not have to consider

From the above data, the consumption power of the 18-45 age group is relatively high. Most of the women in this age group are professional women or young and young women. Their pursuit of clothing is more intense, but the grade of clothing is not excessive. The target of this clothing and clothing store is mainly for professional women and working housewives between the ages of 20 and 35. The former is the so-called single aristocrat, the latter is called the double salary. The monthly income of this target group is about 1,500 yuan or more. There is no family financial burden or a family living in a well-off life. They pay more attention to the style and collocation of clothing and apparel, and the cost of free control is more.