Five Of Fashion Rules -- Commercial Attraction

Shops are the faces of brands.

In fact, the exception set up a buyer department since its initial stage.

Buyers face directly to franchisees and terminal The store is responsible for the operation of all departments. Buyers have the right to decide how many quantities they produce, and to advise on clothing styles.

Actually, participating in the design and grasping the popularity is an important part of the buyer.

For example, ZARA, hundreds of buyers go to fashion shows or shopping malls, collect new popular elements carefully, then discuss and share with the design department. After the new design is carried out by the design department, the purchase and production are arranged.

Here, buyers are responsible for product development. information Supply, and independently develop product styles. Designers should design and modify the information provided by buyers to carry out product development.

Finally, at the terminal, the buyers patrol the store with a hand-held PDA. When a store was found to be in short supply, they used PDA to make up the order to headquarters.

This is the typical buyer model of ZARA.

In fact, "creativity is good. If we can't get sales results at last, it's not a successful idea." Shanghai Jie Bi Di corporate image planning Co., Ltd. display consultant Liao Chaoping said.

In fact, according to the first quarter 2008 earnings report, ZARA parent company Inditex sales reached 2 billion 200 million euros, surpassing H&M and GAP, becoming the world's largest apparel retailer.

In September 14, 2011, XXX announced that its brand UNIQLO would strive to achieve sales of five trillion yen in 2020, thereby surpassing ZARA and becoming the world's largest apparel retailer.

In fact, at first, Japanese consumers did not agree with UNIQLO. After buying UNIQLO, they put their clothes in the GAP bag.

"Consumers may have accepted UNIQLO at the product level, but they are not fully accepted at the brand level." Li Kailuo, President of the blue international investment consultancy company, said.

So in 1998, UNIQLO began to open UNIQLO store in Harbin, Tokyo, and changed its image through media publicity. As a result, UNIQLO brand is being accepted by Japanese consumers step by step.

In fact, "shop is our best advertisement." ZARA President Isla said.

Indeed, ZARA shops are basically open to famous streets around the world, such as New York Fifth Avenue, Tokyo Ginza and Paris Champs Elysees street, and are adjacent to the international luxury brands.

"Shops are the faces of brands." Robert Dreyfuss TrJefus Robert, executive vice president of global media affairs at Armani, said so.

The "Fang" store, which opened in November 2011, is the result of cooperation with the Taiwan sincere bookstore.

Here, Fang chose the mainland for the readers. Hong Kong and Taiwan 40 thousand books and nearly 10000 English publications, including design, art and architecture books, are rare in China.

Here, we specialize in selling creative products for life, cat handbags, Japanese porcelain, and small professional wine, food and travel professional records. This includes more than 60 brands of environmentally friendly life from all over the world, of which 40 are the first to introduce China.

Here, there are exceptions of the latest men's and women's clothing, and the smell of coffee.

In fact, exceptions have been opened in Kunming and Nanjing with the concept of "double exception", which combines clothing and books. Culture and art books and clothing constitute a different kind of "connotation".

Since then, the company has set up an upgraded version of "double-sided exception" - ecological store, shop decoration and furnishings, all using environmental protection and recycling materials, through the dissemination of clothes, books and household interaction with consumers, to present a new way of life.

After reading EMBA, Mao Jihong began to devote more energy to channel innovation.

"This is an exception to the capability of cross domain integration." Mao Jihong said that Japanese designer Chuan Jiu Bao Ling had made similar attempts. Her Dover Street Market in London aroused great concern in the fashion industry.

"The ultimate goal is to hope that people in the world will have Chinese life products and accept the Chinese way of life." Mao Jihong said.

However, the exclusive stores had an interesting process. After the exception style was established in 2000, it opened four or five stores in the whole country and jumped to nearly 100 in 2004.

After that, the total number of stores has been reduced from 100 stores to 60.

It is worth noting that after the exception of "subtraction", the price of clothing has nearly doubled.

However, nearly 60 stores have been carrying out "internal dynamic adjustment" in recent years. For example, "the average store area has increased from 100 square meters to 200 square meters now."

At the same time, "the whole retail form has shifted from the more popular department stores to Mall, as well as the form of inner street and roadside shops." Mao Jihong said.

Obviously, storefront has become the supporting point of enterprise marketing.

Similarly, when the "rabbit label" brand store expanded to more than a thousand homes, it also made a new decision: reducing the store to 600, transforming the new store contribution to sales volume into a single store potential.

In fact, she didn't spend much energy in store image.

Because the biggest demand of pregnant women is not beauty and emotion, but safety and health, October mom gave up the soft pink department, and shipped coarse wood from the Hangzhou timber mill, sawing thin slices and painted green, sticking to the wall, creating a healthy life. And visual image design, October 18 mom to 1 million 600 thousand yuan overall package to Chen Yifei's chief designer, become the other party's biggest contract.

And lolai requires all stores to design, decorate, display and guide services in line with the positioning of high-end fashion brands, and invented the "five sense marketing method". Lolai found that when customers enter the store, visual, auditory, olfactory, touch, and taste are all particularly pleasurable, it is easy to generate desire to buy.

Lining's rule is to display the Olympic team products sponsored by the Spanish basketball team, the Argentina basketball team and the Kenya track and field team on the staircase of the flagship store, and put the Olympic champion photos in the shop. The Michelin sneakers are also displayed as bright spots.

Listening to consumers' opinions is the promotion of grace. quality And one way to impress them.

For this reason, apart from integrating points and membership management, the company can also record the chat points between customers and customers, from customer life, work situation, product evaluation, to product color, fabric, tailoring, and even details of buttons.

And Kevin's Kelly, the high-end custom brand, runs the store in high-end communities, and emphasizes providing customers with a comprehensive "nanny" one to one service.

Here, consumers can enjoy all-weather free washing and nursing services. In addition, Yiwen also introduces a new shop image -- advanced private clubs, from clothing fabrics to suits, shirts, windbreaker, T-shirts and other clothing products, and then to shoes, bags, neckties and other accessories products. Here, guests can also choose their own fabrics, colors and styles for customized services.

Many activities revolve around consumers.

For example, "Lining" invited many graffiti artists to hold the exhibition of "Say No To Limits". "Bo Tao" acted as a costume designer in the musical "Butterfly".

For example, Barbara set up a consumer club in the whole country, and every year he will organize parent-child activities. VIP members can also enjoy discounts, points exchange, gifts and so on.

Alas, a mentor team of more than 100 people has been set up. Each tutor is responsible for the store management of 50 franchisees, providing an average of two door-to-door guidance services per store per month.

And when a product is put on the rack, if the seller is not interested for a while, the sales terminal will react immediately. BELLE related personnel said that the market terminal reaction will soon be reflected in the manufacturers' orders.

Talent has become a key factor.