Run a profitable clothing store

Chapter 6 Find the right position and earn at the starting point (1)
No matter what you are engaged in, you must first know what you are doing, and opening a clothing store is no exception.Finding the right location is the starting point for a clothing store to make money.There are several directions of market positioning in this chapter. Store owners who intend to conduct clothing business can find out the correct positioning according to their actual situation and market demand, so as to lay the foundation for the good operation of clothing stores.At the same time, it also added some knowledge about franchise clothing for your reference.

The importance of market positioning

The purpose of market positioning is to determine the image or position of the clothing store in the minds of consumers.Through market positioning, the marketing information about products, prices, services, business ideas, business methods, and overall image of the retail store is conveyed to consumers, and the perceptual barriers are cleared for the retail store to hunt target customers.For example, low-price stores and discount stores attract target customers with their low prices, designer clothing stores attract specific consumer groups with their designer's reputation or style, and casual clothing stores attract fashion suitors with popularity.

1. The role of market positioning

(1) Define the image of the retail store and determine the target customers.Market positioning is actually to give customers a goal and play a role in navigating customers' purchasing behavior.If the retail store positioning lacks personality, it will be unattractive to customers.

(2) Clear business direction and purpose.Market positioning is actually the application of market segmentation strategy. Through market positioning, the target consumer groups are defined, which is helpful for retailers to understand the characteristics of consumer demand, and guide retail stores to formulate correct product mixes, price mixes, service mixes, and promotional mixes. and other programs.

(3) Through market positioning, it is beneficial for retail stores to understand competitors, to avoid the real and to avoid the weak.

(4) Market positioning is a phased retail strategy.With the strengthening of the retail store's operating strength and the change of consumer demand, the retail store can improve its adaptability and discover new market opportunities through repositioning.

2. Market positioning procedure

(1) Carry out market segmentation.The market segmentation of retail stores is usually based on the characteristics of customers such as age, gender, and social class.Through market segmentation, it is possible to understand the purchasing characteristics of each market segment and evaluate market opportunities.

(2) Select target customers.By evaluating the size, development potential, and market competition of the segmented market, determine the accessibility of the segmented market and the service objects of the retail stores.An effective market segment generally requires sufficient market space, low degree of market competition, and sufficient strength for enterprises to enter.

(3) Select positioning factors and determine operating characteristics.According to the operating advantages of retail stores, combined with the characteristics of customer needs, select positioning factors, determine the operating characteristics of retail stores, and clarify the position of retail stores in consumers' minds.

(4) Publicity of market positioning.After the retail store has determined its positioning strategy, its publicity work or market selling point design should be carried out around the positioning to strengthen the expected image of the retail store in the minds of consumers.

The key to the positioning of clothing stores is the characteristics
To open a clothing store and start a business, you must give full play to its characteristics and advantages. To operate characteristic clothing, you must do the following:

1. Good at innovation
Business characteristics, especially opening a clothing store, will have a development prospect if you keep playing new tricks. Sticking to the rules or imitating other people's ideas, after all, is a trick to follow other people's buttocks, and the result is always slower than others One shot makes it difficult for clothing stores to improve their operations.Business characteristics require the courage to innovate. In an era of increasingly fierce competition, any kind of business may encounter various setbacks and challenges.At this time, the boss must show courage and decisiveness, try to find new opportunities in innovation, reverse the status quo, and make the unsalable clothing sell well quickly.

2. Focus on the actual needs of customers

One of the biggest characteristics of operating characteristics is to pay attention to the actual needs of customers. The prosperity of the clothing store depends on the purchasing power of customers. Therefore, only by constantly paying attention to the actual needs of customers can the clothing store allow consumers to buy the clothes they want. One point cannot be ignored, that is, the concept of customers may not always be the same as that of businessmen.Therefore, clothing stores can only satisfy them if they try to understand the needs of customers.

3. Operate your own characteristics from the standpoint of customers
To operate uniquely, you must stand on the standpoint of customers, so that your clothing store will grow bigger and bigger. If the operator does not pursue growth, or does not attack higher goals, you will not be able to taste the joy and joy of being a businessman. sense of fullness.If a businessman just wants to dawdle, holding the mentality that it doesn't matter whether he grows up or not all day long, then the employees in your clothing store will be subtly influenced and become idle.The growth of clothing store business is usually measured by turnover.In order to increase turnover, it is necessary to strengthen all related activities, such as sales, procurement, funds, personnel, and so on.Of course, these enhanced work must be based on a sound overall business philosophy.

4. Take advantage of potential opportunities

Many times, success in business lies in the ability to capitalize on potential opportunities.Clothing stores should be good at choosing the right time to investigate the items that customers plan to buy and the time of purchase, so that it will be convenient for sales.

5. Pursue reasonable profits

The purpose of operating characteristics is to pursue reasonable profits, and the purpose of opening a store is to dislike money. Therefore, we should not blindly attract customers by selling, but should use better service content to obtain normal and reasonable profits.Then take out part of the normal profits and reinvest them in the overall business, so as to provide customers with more perfect services and better clothing in the long run.

The characteristic of operation is to avoid homogeneous competition, to emphasize strategy and tactics, and not to follow blindly.This is especially the case when running a business, where taboos arise in a crowd, and what is emphasized is to find a new way, dare to open up, and create individuality and characteristics.

Grasp the potential demand of the market

Many operators have noticed that some unconventional clothing designs on the market often give people a sense of novelty.Contemporary designers are no longer constrained by the existing field of clothing fabrics, but boldly and innovatively use materials of various textures in unconventional designs, which has greatly expanded the field of clothing.

In the face of this trend, operators must learn to identify the most popular clothing and display those advanced samples with visual beauty.If it can lead the trend, it is bound to win more customer groups and more profits.

Operators of clothing stores may wish to use this as a breakthrough to earn high profits, and use the advanced trend to bring customers the latest life concepts and aesthetic tastes.However, the aesthetic value of clothing can only be appreciated by those who are familiar with it.Operators must have a strong ability to discover and combine aesthetic elements in order to accurately grasp market trends.

What kind of clothing is considered to have advanced characteristics?
The answer is hard to pin down.Fashion itself is something that is not easy to predict, and clothing with advanced characteristics will also be different due to different personal visions.But in general, these clothing should have artistic beauty, and this artistic beauty is in the process of being constantly discovered and appreciated and recognized by people.

For example, some brands of women's clothing now combine elements such as rock and military uniforms, and cleverly match them with velvet and silk fabrics to form products with a gorgeous rock flavor. This trend reflects modern women's aesthetic concepts and tastes such as independence, rebellion, and individuality. Variety.Affected by the continuous awakening of women's self-awareness, the market for this type of clothing may expand, but it is more aimed at young women.

For example, in large-scale fashion shows, we can see that more and more Chinese elements are widely used.Such as Chinese characters, plum blossoms, seals, dramatic facial makeup, etc., through traditional embroidery and printing, as well as Western-style expression techniques and bold coloring expressions, the rich Chinese culture is interpreted.With the increasing communication between China and the outside world, the cultural industry with rich connotations is gradually accepted by other countries, and some costumes that mix ancient and modern art and culture are gradually loved by people at home and abroad.

Sometimes, though, fashion trends appear to have a semblance of a cycle, with a style coming back into the fold.Of course, these layouts will not be simple repetitions and copies of the original clothing, but clothing products with new connotations that will be gradually adjusted with changing concepts, and can give customers a new experience of cultural value.

In short, it is not easy to be a pioneer who guides market demand.However, when purchasing clothing, if operators can think comprehensively about materials, characteristics, and styles, and choose those with special raw materials, excellent craftsmanship, unique and excellent design, bright and charming appearance, soft and comfortable hand feeling, delicate and smooth touch, and color Rich products can get twice the result with half the effort.Because any clothing that can accurately combine these elements must have the potential to become the protagonist of the trend.

Positioning one - coarse cloth clothing store
Although most of the clothes and bags in the hands of the previous generation were made of coarse cloth, there is a simple and natural beauty.When returning to basics becomes a fashion and trend, opening a coarse clothing store is a good choice.The following story of the owner of this small shop may inspire you deeply.

Open a small shop that uses "coarse cloth" to make clothes, and only serves the "simple family".Mr. Dong had this idea at first, and the business was surprisingly good, and he opened a second store a year later.During this time he became friends with many guests.They travel around and experience life with the bags sold in his small shop.Mr. Dong came up with another idea. He collected many stories about customers and small bags from his customers, and then bound these beautiful articles into booklets for other customers.Gradually, his bag contained a cultural atmosphere and was accepted by more people. In this way, a small shop could not meet the needs of customers.

Later, Mr. Dong, the owner of this small shop, found several small brands with similar styles to him, and invited them to come into his small shop. Mr. Dong gathered them together to form a climate.Everyone showed their special skills and decorated the store together, with the same taste and unified style.Together, they decorated the shop in a simple, generous, modern and romantic way.Anyone who likes this style can buy their favorite clothes and accessories from head to toe as long as they enter this small store.Among these brands, Mr. Dong acts as the second landlord and deducts 30% of their daily turnover.Such rent and other expenses can be paid from here.

To open such a small shop, the investment budget is as follows: the total investment of renting a house, decoration, and initial purchase of goods is about 3 yuan.If the business goes well, all costs can be recovered in less than 3 months.

You can choose to invite several small brands with similar styles to your own small shop to join your small shop. Everyone uses various coarse cloth to make clothing and clothing.Then everyone showed their special abilities and ran towards the same goal to decorate the store together.In this way, your small shop looks simple, generous, modern and romantic like Mr. Dong's shop.

You can also make small things like canvas bags or other crafts.You can do a market survey first to see which products have a relatively large market space.Handicrafts must be finely crafted, so the most flowing water can reach 5000 yuan a day.When a certain time comes, you can invite some small shops with similar styles to your own, and create a climate around your small shops. Then your daily turnover may reach 2 to [-] yuan.

To form the characteristics of a small store, your store must have some unique styles, which can be unique styles of clothing, bedding, etc., and take the road of diversification!After the small store becomes a big store, it can also do chain operation and put all its own products in its own chain store.

Positioning [-] - job hunting clothing store
Every job seeker must carefully package himself before applying for a job in order to enhance his competitiveness.Relevant data show that between 1997 and 2002, the cost of packaging for each college graduate rose from 300 yuan to about 1000 yuan, and in recent years it has risen to 2000 yuan.Therefore, opening a "job-seeking clothing store" is very suitable for the current consumption psychology of job-seekers, and the market prospect is broad.

Clothing for job hunting is not necessarily very fashionable, but it must pay attention to style and color matching, so the price will not be too expensive. Generally, the after-sales profit is about 20%. There is a net profit of about 10 yuan; the rent for renting out a set of clothing is about 2/3 of the selling price, and if you rent out 100 to 1 sets per day, the income is about 5 yuan, and the monthly income is between 2 and 3 yuan.

Job hunting clothing stores can not only accurately grasp the requirements of job seekers, but also have very low prices. The price of a suit is between 50 and 250 yuan, which is about 1% to 3% off the market price, and the style and workmanship are not bad.This is a great option for recent college graduates.

To open a job-seeking clothing store, a store of about 50 square meters is enough, so the monthly rent is about 4000 yuan, and the simple decoration of the store is about 1000 yuan.It costs about 200 yuan to install a phone.General office supplies such as tables, chairs, mirrors, etc. are about 2000 yuan.A computer and a printer cost about 8000 yuan.Hire a designer with a monthly salary of 2500 yuan, and two waiters with a monthly salary of 500 yuan each.The initial purchase is about 5000 yuan, plus other expenses, the total investment in the early stage is about 5.5 yuan.

Job hunting clothing stores are most suitable to be opened on the campuses of colleges, universities, and near the talent market.Job clothing stores can provide customers with the following services:
(1) Provide customers with free "job-seeking image design", such as designing glasses that match their own face shapes for job seekers, and choosing belts, leather shoes, and handbags that match trousers.

(2) According to the skin color, body shape and height of the job seeker, different clothes can be matched, and the clothes that match the job can also be selected according to the different jobs that the job seeker is applying for.

(3) Design corresponding clothing according to the gender, age and occupational nature of the graduates.

(4) Organize some short-term, free clothing knowledge training courses to increase the customer base and expand the popularity of the store.

(5) Design a complete computerized system in conjunction with technology to store all rental and sales job-seeking clothing information for easy query and processing.Every time a customer rents or purchases a garment, he needs to fill in a form. In addition to the name and address, the form also records the date, time, place, nature, etc. of the customer wearing the garment to attend the job fair. When another customer is found in When the same style of clothing has been purchased or rented by the same recruitment site, the customer can be advised to choose another style of clothing to avoid the embarrassing situation of customers wearing the same clothing on the same occasion.

Positioning three - "tall" clothing store
To open a clothing store, you must be good at using market segments to survive in the cracks.Get featured among the many clothing stores.Only do the "tall" girl business.

For "tall" girls, it's just a general business of plus-size women's clothing that will never leave a clear impression on customers, and clothing styles that are too ordinary will not appeal to girls.How to be innovative, unique, and attract more customers is a problem.

The new idea and new idea is to operate a category of brand high-quality women's clothing, which can highlight the proud figure of tall girls as much as possible.Through market research, it is found that more than 80% of tall girls have a special liking for European style, and more than 65% of such authentic products on the market are priced at 800-2000 yuan, which discourages most urban girls.Therefore, selling this kind of cheap European clothing must have a very good market.

You can directly choose second-tier European brands, that is, some mid-range clothing companies. The retail price of their products in the European market is between 25 and 45 US dollars, which is more suitable for the Chinese market.

After opening, we must listen carefully to the suggestions of model customers, adjust the colors and materials of the purchases in a timely manner, try our best to pursue fashion trends, and attract more repeat customers.Try on samples to make live advertisements, and then recommend them to customers; often exchange experience with model customers, understand their views on fashion and product requirements, and adjust the variety and quantity of designs and colors in a timely manner, so as to attract more customers.

Moreover, sales of European mid-range authentic clothing are rare in major cities in my country, and there is still room for investment to be tapped.This is a very good business idea.

Of course, there are certain risks. Tall clothing stores should be adapted to local conditions. Opening in the north may be more advantageous than opening in the south, because generally the girls in the south are indeed petite, and most of them are not suitable for wearing large clothes.And the choice of investment location is also a problem. The rent is too high in places with many white-collar workers, and there are few tall girls in places with cheap shop rents.

(End of this chapter)