[Boutique] clothing planning book

Article 1: Costume Planning Book

I. Project introduction

Because of the limited funds, I don't think there is any better project, and there is no better inspiration for time. It is better to take the traditional industry route - the clothing industry. In particular, we are cooperating to start a business together. We need all of us to work together to consider all aspects of things, follow the principle of mutual benefit, business and quantity. We must not influence the development of the store due to profit and personal sentiment. As for the profit between us personally. And the rules of cooperation, first wait for the store to open up, we will come to a certain plan, to lay the foundation for a healthy growth process in the store.

I decided to enter the apparel industry for the following reasons:

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

Clothing, food, shelter, and travel 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 individual clothing stores, or high-end brand clothing of major shopping malls, from tens of dollars of low-end stalls to up to thousands or even tens of thousands of imported clothing, especially women's clothing as long as Trends and consumer tastes, people are willing to pay for it. People can eat well and eat badly, and some can still own their own homes, but people can't wear clothes, and they can't produce them themselves. Therefore, there is definitely a need in this respect; with the improvement of people's living standards, people's aesthetic tastes , they will change with each other, not only to wear, but also how to wear, what to wear, whether to wear it; so wear, there is a big market, everyone must be; calm down, the market is big, competitors It is also everywhere; it is 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 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.

Article 2: Clothing Planning Book

In the 1950s, large gold mines were discovered in the western United States, and countless people who made their dreams of fortune flooded into the desolate and desolate west. Levi Strauss, a 20-year-old hairy guy, can't stop the temptation of gold, give up the long-lost civilian job, and join the mighty gold rush. Levy came to San Francisco. Because of the large number of gold diggers, he took the initiative to give up the gold rush from the sand and change the gold rush from the gold digger. He opened a small shop selling daily necessities in the local area, and the business was very prosperous, but the large number of tents used for tents and horse-drawn canopies were unattended.

In order to deal with the backlog of canvas, Levi tried to use it to cut pants with low waist, straight leg and tight hips, and sold it to the goldsmith. Because it is more wear-resistant than cotton pants, it is greatly welcomed by the goldsmith. "Levy's pants" did not leave. Levy sold a small department store and opened a company specializing in the production of canvas overalls. In the 1930s and 1940s, American western movies were popular. Levi used this opportunity to let Hollywood movie stars wear "Levy's Pants" during the performance, playing the role of the handsome and handsome western cowboy in the film, so the fans put on the overalls wearing the pants. Called "jeans". Since then, many people in the eastern United States have also adopted a pair of jeans as a fashion.

When Robert Hayes led Levi in ​​1996, he placed one of the world's most successful brands under four people: he, a monk and two cousins. The Harvard mba, who had worked for Peace and McKinsey before joining Levi, brought the enlightened management method to Levy, an old-fashioned clothing manufacturer, and got the media up and down. The company has also gradually repositioned its mission: Levy has to change from a responsible and successful company to “the authority of casual wear”. Levi developed a “global thinking, local action” strategy to become a global American apparel manufacturer. In most foreign markets, Levi is boldly advocating its deep American culture, and most European and Asian consumers consider Levi jeans to be synonymous with special style. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's. Market analysis is broad in the domestic market. At present, there are few jeans brands with world influence in China, and consumers have a lot of demand. For the high quality, jeans with good pants are more popular and most popular among young people. As China joins wto, a brand that represents foreign culture and traditional spirit, it will surely attract consumers with its rich content. The positioning of products in the market. Today's young people like to wear casual pants. Jeans can fully express the personality traits of young people in this respect. They are unassuming, youthful, relaxed, sexy, casual, simple, independent, and free to liberate... Meet the age and psychological requirements. Nowadays, in the wardrobe of young people, jeans are an indispensable "wild clothing". The style is simple and smooth, easy to clean, suitable for many occasions, and the jeans with beautiful lines can attract more people's attention. Consumer analysis is aimed at young men and women aged 16 to 35, with special emphasis on the needs of white-collar consumers, and other consumers to meet their requirements in a timely manner. Selling jeans can bring a consumer experience: comfortable, casual, and individual. The concept makes every person who has levis feel that levis is a high-quality product, so that consumers can speak this famous brand loudly and confidently, and let levis wear a glory. That is to say, the Levis brand and the “American Spirit” products and competitor products are mainly aimed at white-collar men and women, which makes the coverage of the products have certain limitations. Therefore, it is necessary to carry out some promotion and promotion work at an appropriate time. There are a lot of competitors, like the level of lee, miss sexy, etc., as well as some brands extending the direction of jeans, such as esprit etam only vero moda. Advertising strategy advertising performance strategy: highlighting the brand spirit with bold imagination and rough color, in this spirit to impress consumers and make the brand deeply rooted in the hearts of the people. The advertising appeal strategy advertising appeal is based on the cognitive and emotional aspects of the advertising theme acting on the customer group, and the functional characteristics generated by the customer group are explained. The appeal strategy is a combination of rationality, sensibility and emotion. Therefore, through the shaping and publicity of the brand spirit, it should be formed in the people's concept that wearing levis is a series of concepts of individuality, casualness, sexiness, boldness, and quality wear. Advertising implementation plan advertising goals: open the domestic market, establish a brand culture spirit, and make consumers recognize. Advertising time: 4 months Advertising theme: sexy, independent, free, advertising performance and specifications of American spirit media: print ads: 1 full half of the newspaper; billboard; light box 2 TV commercial 3 online advertising: full screen , connection, e-mail advertising program: 1, newspaper: February full-page advertising, 3 times a week, a total of 12 times. Full-page ads were posted on weekends for a total of 12+2*4=20 times. The semi-page advertisement will be published once a week from the next month, and will be 16 times in May. In Chengdu Business Daily, Huaxi Dushi Bao 2, TV: 2 times in prime time every day in February, and broadcast once every day from March to May. 4 sets of Sichuan TV, film and television channel, 33 channels 3, outdoor: 1 year 4, Internet: 4 months Other activities: obtaining naming rights, setting up draft events, giving small gifts and other advertising expenses budget 1、Advertising planning and creative expenses: 52,000, production costs: ? 3, media costs: huge 4, other expenses: larger TV commercials: Wandering articles: On the hot summer road, there is a bus license plate on the roadside, the car stops, a hot body The hot blonde came down from the car, carried a backpack, took her guitar, and walked confidently. Behind him was a limousine. The driver was a handsome man in a suit. He stopped at the heroine and hoped to take the heroine on the bus. She smiled and turned to him. She bent down and adjusted her tone. The tie then went away with a smile. As night falls, the tent, the bonfire, the heroine playing the guitar and a wandering painter who is painting, very comfortable, the painter opened his eyes and found that the heroine is gone, he chased the past and saw the heroine The back is getting farther and farther. He shrugged and turned in the opposite direction. He smiled and walked away from the ad: with levis, he had the whole world. Print advertisement 1 , life-saving articles at the top of a high-rise building, a use a pair of jeans to hold the b-strapped b, b reveals the expression of trust, fortunate expression 2, the traditional article is a bit like the ancient criminal law "cracking", but only To change the cracked thing into "levis", the two horses are pulled in the east-west direction, and all the jeans are not bad. Advertising words: " Can't tear open can't open"

Part 3: Clothing Planning Book

I. Introduction

In September 1998, “Linzhong Bird” started in Wenzhou, Zhejiang Province, where the clothing industry has sprung up. At present, it has emerged as a medium-sized enterprise with nearly 1,000 fixed employees and nearly 200 privately-owned networks in more than 20 provinces and chain stores.

The “Linzhong Bird” company is headquartered in Wenzhou Ouhai Economic Development Zone. The production design center is located in Zhongshan, Guangdong. The company has a chairman's office, a finance department, a human resources department, an expansion department, a commercial department, a planning department, and a production department. Functional departments such as the Planning Department.

“Linzhong Bird” casual wear includes eight categories and more than 300 styles. It has won the favor of many consumers with the style of “urbanization, popularization, fashion and leisure”. "Bird in the forest" raises the banner of "being happy life" and advocates "life for happiness and live happily."

At the moment, the birds in the forest can be said to have tigers before the wolves. Especially through this Beijing Fashion Expo, we should clearly see that the current casual wear market is already very cruel, and we can no longer focus on Wenzhou. Several brands, some other regional brands, have been changing rapidly and developing very rapidly. We must be prepared to meet the more arduous challenges in the company's main ideology and increase our sense of crisis.

Second, the company profile

At the beginning of the business, “Linzhong Bird” clearly defines the enterprise tenet of “advocating modern fashion life and casting first-class leisure brand”, and establishes the development idea of ​​“stable and fast, keep improving”, paying great attention to “talent”, “management” and “quality”. "," "corporate culture" and "special store image" and other five major projects. The company has worked hard together, and has achieved a gratifying situation in which the company's strength is continuously enhanced, the monopoly network is expanding rapidly, and sales performance continues to rise. The successful operation mode of “Linzhong Bird” has also attracted the attention of the People’s Daily Overseas Edition, China Business Times, China Fashion News, Fashion Times, China Textile News, CCTV and other news media.

Nearly 100 people in the "Linzhong Bird" in the "talent project", "Linzhong Bird" introduced a large number of senior management and technical talents, so that "people do their best, they are used", and implement the "survival of the fittest" competition mechanism, advocate "pressure Coexisting with the power, so that the enthusiasm, initiative and creativity of the employees are fully mobilized, the whole company presents a flourishing situation. Among the administrative teams, 83% are professional and technical personnel with college or above, and a large number of experts in marketing, investment, management, supervision and so on have emerged.

Third, the market status and analysis

Market background

Intense competition in casual wear across the country

The number of casual wear enterprises is increasing, and merchants are constantly emerging, which divides the consumer's money bags and squeezes the market of casual wear.

Product structure is similar, but old brands prevail

Although the product structure of several casual wear is similar, it is still the old brand. The reason is that their market is rich.

Brand image synthesis

From advertising, marketing, brand appeal to consumer choice preferences, Linzhong Bird is still a distance from them as a whole.

Wenzhou consumers have a quicker understanding of casual wear. They not only look at products, but also pursue price ratios.

2. Competitor status

The first group army: Bangwei, Gaobang, they are leading brands;

The second group army: Senma, Bai Lide, they are strong brands;

The third group of soldiers in the forest, birds, Italians.

Features: high brand awareness, strong corporate strength, and large advertising investment. Implement localization strategies to reduce costs and strengthen competitiveness.

3. Consumer status

Consumers have already agreed with casual wear, with 77.89% of regular buyers, 8.15% of occasional purchasers, and only 2.96% never buy. However, the age structure is significantly smaller.

4. Market performance of birds in the forest

The popularity and reputation are not very high. There is a certain market share, especially in the southern market. And this year's product development has a certain degree of competitiveness. Although there are some good performances of the previous period, the overall strength is not outstanding.

Conclusion: The market has great potential, and the transformation of education leads consumers to be extremely arduous.

Consumers have been cultivated the habit of consuming casual wear, which is a combination of several brands. In the long run, there are quite a large number of consumers who tend to change their tastes. The market potential is great, but the cultivation of educating consumers is a relatively long-term gradual process.

Fourth, the general situation of the environment

1. Consumer groups

It is about to become history, and it will be the fashion age in the near future. In the interview, Hui Wenlong told reporters that in the next 10 years, China's "post-60s" and "post-70s" will gradually enter the middle-aged generation. Their requirements for clothing are relatively simple, and the pursuit is simple and quality. The requirements of the "post-90s" and "post-90s" generations are completely different. The generation of people's consumption concept is ahead of their time, dare to boldly pursue individuality, and their curiosity, desire for achievement, and desire for expression are particularly strong. Hui Wenlong said that Today, the frequency of change is getting faster and faster. The clothing is more bearing the human thoughts and concepts, and it contains the cultural spirit of the contemporary people. However, in today's era, consumers' demands for fashion design are constantly changing and seeking novelty. Personality is the ultimate goal of many clothing consumers. The freshness and strangeness of fashion attract many younger generations of consumers.

2, demand situation

The entire Longcheng Road is mainly engaged in clothing, accounting for 48.05%, followed by shoes, accounting for 9.48%. Among them, the second light shopping mall is mainly engaged in clothing, shoes, household appliances and accessories, and the first floor of Longcheng Mingdian Square operates shoes. The building operates men's clothing. As the main commercial section of the city center, Longcheng Road has a busy flow of people and traffic, but it is limited by traffic control, which brings many inconvenience to consumers, but the section is still commercial Wang Street.

Fifth, marketing strategy

1. Target market: Longcheng Road, Liuzhou City

2. Positioning: Longcheng Underground Street

3. Product line: Linzhong Bird Apparel Company

4. Pricing: the composition of product sales cost and the basis for the establishment of sales price, etc.

5. Service: After-sales customer service.

6. Advertising: Linzhong Bird Fashion Service Area

How to place the product

"The right product": When the product is vividly displayed, the product is the most important. Goods with a high slew rate are generally selected and prioritized from a high-margin product group. Of course, the types and specifications of products must meet the needs of the market and consumers, and there is obvious competition. If the product selection is wrong, the effect of the display on sales will not be realized.

“The right place”: The place where the product is vividly displayed should be a high-flow area, which can meet the habits of consumers to purchase and effectively intercept similar products of competitive brands.

“The Right Time”: Product vibrancy does not always have a visible effect, it is often used for the following occasions: seasonal purchase time, peak purchase time, weekend shopping or with advertising and promotions.

"The right quantity": Pay attention to the implementation of the product vivid display: First, we must consider the sales growth brought by the display, so we need enough stock to avoid out of stock; Second, we need a sufficient amount of inventory to achieve the effect of the display, this Both are indispensable.

“Correct price”: The price should be obviously competitive for similar products, and the price mark should clearly tell consumers the benefits of the price at the time of purchase. There is usually a discount on the price of the display promotion.

"The correct display form": There is enough space, it should meet or exceed the market share of the product, the display is easy to take, easy to compare, easy to choose, easy to see.

Seven, personnel training

1. Confident. You must have absolute confidence in what you say, and the customer will listen to you. You must have confidence in the products you sell, your company, and even yourself, so that you can win the trust of your customers.

2. Help people. The so-called help is to be willing to help others. The main responsibility of the staff is to help your customers choose the products they need. At this time, if you can help him by standing in the customer's position, you will be able to become a popular salesperson.

3. enthusiasm. Enthusiasm is an important personality trait recognized by sales experts around the world. It can drive others to agree with your opinion, be a volunteer promoter for your product, and even become your volunteer salesman. Enthusiasm is the excitement and self-confidence that you show, and it resonates with your customers, and you are convinced of your words. Praising the customer is the main method of expressing enthusiasm, but praise should be just right, master the praise of the measure, one must be sincere, and the second must seize the opportunity.

4. Friendly. Being friendly to others will pay off. The best way to be friendly is to smile. As long as you develop a good habit of showing a friendly smile, you will be able to make your business popular. Friendly is a sincere smile, a cheerful heart, and a friendly attitude. Smiles represent politeness, friendliness, kindness, and joy. It doesn't cost a lot of effort, but it doesn't require effort, but it makes people feel comfortable and willing to accept you.

5. To be able to have the ability to adapt to the salesman in the process of sales will encounter strange people and things, such as the principle of sticking to the general will not be flexible, often leading to sales failure. Therefore, we must have the ability to adapt to the situation.

Eight, advantages and disadvantages

Advantages: The night view of Liuzhou is very beautiful, so the flow of people at night is also a lot. Most of the people who visit the market, shopping malls, supermarkets and leisure are young groups. Women are the majority, especially the women who go to work during the day. They only have time to shop at night, which also has a great advantage for our stores. The underground street opens at 10:00 in the morning and closes at 22:00 in the evening. This way people have plenty of time to go shopping and shopping. Longcheng Road is the main commercial section of the city, so the flow of people is still a lot.

Disadvantages: As the main commercial section of the city center, Longcheng Road has a busy flow of people and traffic, but it is limited by traffic control, which brings many inconvenience to consumers, but the section is still commercial Wang Street.