How to arrange the activities of clothing stores?

Generally speaking, in order to create the atmosphere and dynamic of the store, the annual clothing promotion plan should be planned based on the year, and the following should be the main focus:

1. Combining with the marketing strategy of the current year

Specialty stores have the closest contact with consumers, and the company and consumers rely on the display of marketing communication strategies to launch marketing strategies with different themes every year. Consumers' cognition of brand image can be established to be more positive. Therefore, the annual clothing promotion plan combined with marketing strategy will make the brand image stronger, and consumers' goodwill towards the brand will increase. At the same time, the combination of marketing strategy will also make the use of resources more concentrated and have lasting benefits. For example, the theme of the annual marketing communication strategy of a casual clothing store is "community life partners", and the clothing promotion activities held are mainly aimed at the community, showing the concern for the community and the belief of living with * * *, so the clothing promotion activities of "community leisure competition" are held to condense community feelings and increase the goodwill of community consumers to the store.

2. Considering the performance gap in the off-season season

Almost any brand will have the characteristics of seasonal trend, and its performance will change at different rates. Therefore, this characteristic should be considered in the annual business plan. Of course, the planning of clothing promotion activities must consider the influence of off-season. In addition to delaying the decline of performance, clothing promotion activities in the off-season can try to increase the awareness of brand image by image promotion activities. Clothing promotion activities in the off-season are usually achieved by performance because of fierce competition.

3. Integration of festival characteristics

Festival includes national holidays and non-national holidays. National holidays, such as National Day, and non-national holidays, such as Valentine's Day, Mother's Day, Father's Day, etc. In addition, traditional festivals in China cannot be ignored.

4. Annual clothing promotion calendar

The annual clothing promotion calendar takes the annual marketing plan as the strategic starting point, and expresses the clothing promotion activities of the whole year in the form of a calendar, so as to make the brand fully grasp the key points of the annual clothing promotion activities from a strategic point of view, and at the same time plan the clothing promotion activities with an integrated marketing strategy.

(2) Thematic clothing promotion plan

The so-called thematic clothing promotion plan refers to a clothing promotion plan with a specific purpose or project, which is most commonly used in store opening, anniversary, social specific events and business circle activities.

1. store opening

store opening represents the development of new access points and the extension of service areas, and it is a major event of specialty stores. How many customers can be attracted during the opening period will affect the future performance of store operations, so it is usually accompanied by clothing promotion activities during the opening period to attract crowds and stimulate the desire to buy. The operation of the store depends on the maintenance of customers, so customer information is very important. Therefore, the clothing promotion activities during the opening period have to pay more attention here. It is advisable to use the opening clothing promotion to leave customer information as the basis for future business circle cultivation.

2. Anniversary Celebration

Since the store has opened, there are of course anniversaries, so the clothing promotion activities of anniversary celebration have become the most frequently hyped topic at present. Although anniversaries are held every year, if we can add more creativity and snacks, we can still get out of the rigid mode and create fresh topics.

3. Social specific events

In addition to sales, specialty stores are also information circulation centers on another level. Therefore, specialty stores must always be sensitive to social events, and they can be used as chat topics when they are in contact with customers at ordinary times, so as to bring them closer to each other and build emotions. When an event happens, they can also hold clothing promotion activities, which means that enterprises care about society and stimulate purchases to improve their performance.

4. Business circle activities

The operation of retail stores is regional, and the mastery of customers in business circles is the most fundamental way. Although chain stores have the scale interests of many stores, they can't be separated from the basic action of cultivating in business circles, so business circle activities will inevitably become the focus of regional operation in the future.

(3) Clothing promotion plan to make up for the performance gap

Performance is the most important channel for specialty stores to maintain the profit source, and it also represents the market share of brands under competition. What business personnel do every day is to ensure the achievement of performance. Therefore, early warning points should be set up on a monthly basis, on a weekly basis or on a daily basis. If the early warning points are found, clothing promotion activities should be used to make up for the performance gap. In order to achieve the goal effectively and accurately, it should be done on weekdays. As for the establishment standard of early warning points, it will be different due to the characteristics of various formats and specialty stores, so we may wish to take the past normal performance trend as a reference value; The cumulative performance of a store at 6 pm on the same day is usually 6% of that day's performance. And so on, based on the characteristics of specialty stores, establishing the reference value of early warning points is of great help to the achievement of performance. Of course, the establishment of early warning points cannot be static, and various factors at every time must be taken into account at any time to meet the benefits at that time.

(4) antagonistic clothing promotion plan

The operation itself is dynamic. Under the fierce competition in the market, specialty stores should be ready to accept the challenge at any time. Due to the prosperity of chain stores, the acceleration of competition can be expected. Consumers are shrouded in the temptation of clothing promotion for a long time, and competitors' clothing promotion activities are likely to make our customers lose, resulting in a decrease in performance. Therefore, the necessary antagonistic clothing promotion activities are usually more urgent.

second, clothing promotion plan

after the above-mentioned strategic thinking, the next step is to draw up a clothing promotion plan, which includes the following items:

(1) The target object

is the clothing promotion activities held only for a certain group of consumers, so as to draw up the most suitable clothing promotion methods.

(2) Theme

The theme setting must be creative and topical. If you can create spoken language or slogans, you can have both advertising effects.

(3) Incentives

Incentives refer to the part that consumers get, such as gifts and discounts. The size of incentives should take into account both the acceptance of consumers and the burden of enterprise costs.

(IV) Participation conditions

The participation conditions are to define which consumers can participate and how to participate in this clothing promotion activity, for example, if the purchase amount is over 3 yuan, they can participate in the lucky draw.

(5) Activity period

Activity period refers to the setting of clothing promotion period, and the appropriate activity period is determined according to past experience and consumption behavior characteristics.

(6) the use of media

the use of media refers to the transmission of the information of clothing promotion to consumers through the channel of information transmission. As whether the information is conveyed to consumers accurately and immediately will have a considerable impact on the number of visitors during the clothing promotion period, it is necessary to carefully evaluate and select the media.

How do clothing stores promote sales? This is a university question. A good promotion will make businesses make a fortune, but the result of failure can only be that they lose all their profits. Then let's see how those fantastic promotion techniques come from.

1. Give a 1% discount

It is common for merchants to have a big auction with discounts, and people will never make a fuss. But some people can come up with a marketing strategy of "1% discount". It's really a brilliant idea to shoot new buds from dead wood.

there is a ginza gentleman's suit shop in Tokyo, Japan. This is the first store to sell at a discount of 1%, which once caused a sensation in Tokyo. The goods sold at that time were "Japan GOOD".

the specific operation is as follows: first, set the discount time, with 1% discount on the first day, 2% discount on the second day, 3% discount on the third day and the fourth day, 6% discount on the fifth day and the sixth day, 5% discount on the seventh day and the eighth day, 4% discount on the ninth day and the tenth day, 3% discount on the eleventh day and the twelfth day, 2% discount on the thirteenth day and the fourteenth day, and 1% discount on the last two days.

the merchant's prediction is: because it is a surprising sales strategy, the publicity effect in the early stage will be very good. With the curiosity, customers will flock to us. Of course, customers can choose the shopping day at will during this discount period. If you want to buy at the cheapest price, you can just buy it in the last two days, but what you want to buy may not be left until the last two days.

Actually, not many guests came on the first day. If they came, they would just look around and leave soon. From the third day, a group of visitors began to come. On the fifth day, when the discount was 6%, guests flooded in and began to snap up. After that, the guests were full for several days. Of course, before the discount was 1%, all the goods were bought.

so, did the merchant lose money after all? You think, customers are eager to buy their favorite goods, which will cause a chain reaction of snapping up. Merchants use unique creativity to sell all their products when they are 5% or 6% off. It's just a psychological tactic to "make a 1% discount". How can businesses lose money?

second, a piece of goods

for merchants who buy new products, the most attractive thing for customers is nothing more than "new". How can we continue to write articles on "new"?

There is a Lyle market in Italy, which specializes in selling new products. Some new products are very popular, and many customers rush to buy and sell them. If they fail to get them, they ask the market to replenish them. The answer they can get is: I'm sorry, we only sell the first batch in this market, and we won't replenish them until we have finished buying them.

some customers don't understand this and tell others. But from then on, customers who come here will buy what they like and never hesitate. It is not difficult to see that the "giving up love" in Lyle market is a wonderful idea, which can leave a strong impression on customers-the goods sold here are all the latest; If you want to buy the latest goods, you have to patronize Lyle Market.

this is really an innovative idea on the "new"!

3. Making profits in secret

Matsumoto Kiyoshi, the former mayor of Matsudo, Japan, was originally a flexible businessman.

when he was running a "creative pharmacy", he once sold the plaster in 2 yuan at that time in 8 yuan. Because the price in 8 yuan is really too cheap, the "Creative Pharmacy" has been doing brisk business for several days. Because he sold the plaster regardless of the loss of blood, although the sales volume of this plaster is getting bigger and bigger, the deficit is inevitably getting higher and higher.

so, where is the secret of his doing this?

It turns out that people who come to buy plasters almost always buy other * * by the way, which is of course profitable. Relying on other profits, it not only made up for the loss of plasters, but also made the whole pharmacy run an unprecedented surplus.

This creative idea of "making profits at a loss" is to reduce the price of one commodity, while promoting other commodities, which not only attracts customers, but also greatly enhances the popularity. It is really a creative idea to kill two birds with one stone!