Run a profitable clothing store

Chapter 23 Purchase tips and storage methods for clothing stores (2)
①Children's clothing: children from 0 to 12 years old can be called children, but because the body shape changes a lot during the childhood stage, children's clothing can be divided into baby children's clothing, small children's clothing and big children's clothing.

②Junior clothing: refers to clothing for the junior high school age group of 13 to 15 years old.

③ Youth clothing: refers to clothing for the age group of 16 to 22 years old.

④Young lady's clothing: refers to women's clothing in the age group of 20 to 25, with young female office workers as the main target.

⑤ Lady's clothing: refers to the clothing of adult women aged 25 to 35.

⑥ Middle-aged women's clothing: generally refers to women's clothing over the age of 35.

⑦Silver-haired clothing: generally refers to clothing for the age group over 60 years old. This market is a potential market for the clothing market.

(3) Classify according to the occasions in which clothing is worn.In people's life, they often appear in different images on different occasions, and the shapes of these different images depend on different styles of clothing to dress them up.

Generally, this classification is divided into:

① Casual wear: including home wear, sportswear, sports and leisure wear, travel wear and school uniforms.

②Work clothes: business clothes.

③Social dress: Women mainly wear the luxurious style of collarless, low-cut long gowns; men mainly wear traditional tuxedo clothes.

（4）按尺寸长短大小来分类。我国服装企业在设计生产服装时，按规定应统一使用国家技术监督局发布的成年男女服装号型系列标准GB1335.1-2-97和儿童服装号型系列标准GB/T1335.3-97。

(5) Classify according to the clothing name.Commonly used clothing names are: suits, tunic suits, jackets, vests, shirts, T-shirts, coats, windbreakers, trousers, jeans, overalls, beach pants, dresses, skirt pants, etc.

(6) Classified by clothing price.Clothing can be divided into high-priced clothing, medium-high price clothing, medium-priced clothing, medium-low price clothing, and low-priced clothing according to price.

(7) Classified according to the materials used in clothing.According to the different fabrics used, clothing can be divided into the following categories: pure cotton clothing, woolen clothing, silk clothing, chemical fiber clothing, fur clothing, down clothing, leather clothing, woolen clothing, etc.Differences in fabrics often directly affect marketing factors such as clothing prices, grades, and consumption personalization.

3. Clothing combination knowledge
The elements of clothing products are nothing more than color, material and style. We use the above elements to discuss the combination and application of clothing products.

(1) Color.Color is one of the most obvious elements in the composition of clothing. The color that catches the eye most easily in any piece of clothing is color.

①Each color has its own emotion and symbol, and the combination of colors can create various images and styles.For example, red can usually interpret enthusiasm, joy, and danger, etc., but if red is lowered in tone and matched with orange, brown and other colors, it will create a folk atmosphere. Therefore, colors have an important role in the combination of popular products. important position.Using the color matching rules of popular colors will provide suitable color matching for each season at the same time. According to the popular color matching rules, the color matching of products will be used to make clothing more trendy and fresh.

② Commonly used popular color matching rules: color combinations with different shades of the same hue.For example, both bright red and dark red belong to the red system, but bright red belongs to bright tones, and dark red belongs to dark tones.Matching bright red with dark red, or even coffee red, is the same color system.

(2) Materials.

① Application of material theme: Material is also one of the elements of clothing products. The characteristic of material lies in the texture and touch of the fabric surface, such as thickness, roughness, softness, transparency, stiffness, and heavyness.

② Combination of different materials: Under the trend of increasingly simplified lines and styles, coupled with advanced technology, in order to highlight the novelty of design, the performance of material texture is becoming more and more important.At present, the more common textures emphasize the contrast and combination of different qualities.Such as: the contrast and combination of natural and artificial, the contrast and combination of retro and modern, the contrast and combination of transparency and opacity, etc.

(3) Style.

①Use of popular themes and styles: Consumers' personality and lifestyle determine their demand for clothing, and clothing companies must also provide products that are different from competing brands in order to win customers' favor.Generally, different ages have different favorite pop feelings.For example, young, individual, and avant-garde ladies like free and avant-garde combinations.Conservative and stable middle-aged people prefer dignified, mature and stable suit combinations.Therefore, the commodity mix should find the theme suitable for the brand image from the popular trend, and design the appropriate style according to the market positioning and popular style.

②The proportion of clothing single product combination must be different from similar competing brands on the one hand and create a sense of novelty, but at the same time avoid too much risk.In the combination of single products, you may wish to combine the most popular styles with the best-selling styles of last season and basic styles in different proportions, such as 15%, 35%, and 50%.However, for trendy brands, the percentage of popular new models can be flexibly increased, while for conservative and traditional brands, the proportion of popular new models can be flexibly decreased.

Ten golden rules for buying
How the clothing store operates is closely related to the positioning of products and the view of purchase.To do a good job in a clothing store, in addition to having good sales methods, the most critical point is to "understand" purchases.The word "understand" contains a lot of content, not only to know the place of purchase, the price level of each wholesale market and the customer group it faces, but also to understand the preferences and body characteristics of the customer group targeted by the store, and more importantly If you want to know how to shop for goods, you need to have a pair of sharp eyes for picking goods.Of course, this kind of experience requires time and continuous accumulation of experience, and grasping the ten golden rules of purchasing can also help operators avoid mistakes when purchasing.

1. Resist the temptation and sweet talk of wholesalers
Most wholesalers have been in the world for many years, and their three-inch tongue will make you dizzy all at once. As long as you enter their store, their sales will hit you like a "bomber". The observation of time said, "There is a word that often appears in the promotion words of wholesalers-hot style. What is hot style? Of course it is a style that sells very hot! You have to be careful, this hot style, that hot style It is impossible for all of them to be hot styles. Selling clothes requires the eyes of buyers. Some good styles are indeed hot styles, and they will sell well when they are taken back, but if they are not hot styles, they will wait for the goods to be sold. Right. Some of what they call “booms” are their backlog.”

2. Buy best sellers

As for which clothing is the best-selling item, in addition to drawing conclusions from the sales situation of the clothing store itself, the key is to consider the time of clothing flow, comprehensive consideration of the supply products, etc., because consumers' tastes are changing faster and more diversified. .

(1) New products found in clothing purchases should not be blindly purchased in large quantities for a while. New products may be best-selling products or slow-moving products.You should buy a little less first, and then order after trial sales, so as not to take up a lot of money.

(2) For popular clothing, the popular time should be fully considered, so as to accurately grasp the quantity of purchases.

3. Trust your first instincts
At first glance, I thought it was a good style, so I can take it.At the same time, I only believe in my first instinct, and I don’t feel it at first glance. After looking at it for a long time, I found a very attractive style, so I took it carefully.Because no customer has as much time and patience as you to look at the multi-eyed.So don't take money that you can take or don't take, and money that you are not sure about.

4. Learn to sell medium and small sizes, so the business will get better and better
Learn to cater to female customers' pursuit of a slim figure, and medium and small size clothes will be more aesthetically pleasing.

5. Multiple selections are better than one

Smart clothing stores will not only get goods from one wholesaler.The reason is very simple: you always go to a stall to buy fruit, the boss will give you a cheap price at the beginning, but as time goes by, the other party will not wholesale it to you at a cheap price—you will come to me anyway If you don't ask others for the price when you buy fruit, why should I always give you a cheap price?Therefore, when we purchase goods, we must first go to the market more often to compare the prices of various markets and wholesalers.Only in this way can we enter the cheapest and fashionable clothing.

6. For some bargains, don't take them just because they are cheap

Unless you are sure enough that you can make money from it, you must not take it.Because, although the goods are very cheap, you eventually find out that because of the cheapness, the style or quality may not be so good, and you may even suddenly find out where it turns out to be defective (you don’t necessarily check so carefully when you get the goods).So in the end it becomes tasteless, because your customers will not like this kind of clothing that is just cheap and has no special style.

7. Carefully check the tags, trademarks and other signs of clothing
Clothing tags, logos, care labels (ingredient labels), size labels, etc., especially if your customers care about these.Some manufacturers can label clothes that are clearly 100% SILK as 100% COTTON.Maybe there are some clothes that look good in style and workmanship, but when you lift the bottom of the clothes, you find that it has no washing water label (ingredient label).These defects will make the clothing depreciate or even cause disputes with your customers.

8. In terms of clothing size, it needs to be considered in combination with different regions and cities
As far as the north is concerned, you can carry more medium and large sizes, and some styles seem to be suitable for small people, so you should be more cautious.As far as the south is concerned, there are relatively more medium and small sizes.

9. Hard-to-Eat
The 36 tricks of playing hard to get are also applicable in shopping malls.The specific method is: bargain - fail - do not buy - turn around and leave.

10. When the wholesale is over, check the quantity of your purchase

Basically every clothing store has done this, but some careless clothing stores ignore it.If you find out that there is a shortage of goods after you go home, no wholesaler will admit that they have given you less goods. Of course, most wholesalers will not intentionally give you less goods, but if you meet the one in 100, You lose out.Also, a shopkeeper once encountered such a thing. He ordered a lot of goods from a wholesaler. The price and quantity of the goods were correct, but there appeared in the goods that he did not order - 1 piece of black For the little vest, he only ordered gray and brown, not black. Anyway, the quantity of the goods is consistent with the calculated total price. Anyway, you ordered so many goods, and you can’t figure out how much you ordered just now. Something, paid the bill in a daze.

Matters needing attention when purchasing
In the operation of a clothing store, purchasing goods is an important link. If you can find a suitable source of goods, the next sales work will be much smoother.So, as a clothing store operator, what problems should be paid attention to when purchasing goods.

1. Customer-centric
There are mainly two steps to take action:
(1) Listen to the voice of the customer and observe the behavior of the customer.To be good at listening to customers' suggestions and exercise the eyesight of observing customer behavior and psychology is not only a requirement for the ability of the clothing store clerk, but also the ability requirement of the clothing store owner, because this is precisely the basic skill in advance for the successful purchase of goods.

If you pay attention to the content of what customers say and the issues that customers often pay attention to, you can gradually discover many inspiring words that are helpful for successful purchases.

The variety and quantity of clothing that customers buy is also the silent voice of customers.In addition, by carefully observing the behavior of customers in the store and the products they hold, and even by observing the passers-by (potential customers) in front of the store, the answer to the question "what kind of goods do you want to buy?" can also be obtained.

It can be said that whether there is such a perceptual ability to understand customers is the key to the success of store purchases and even store operations.In addition, always pay attention to observe the situation of other stores in the same industry and competitors' stores.

(2) Prepare products for specific customers.Customers have various interests and hobbies, and it is really not easy to accurately grasp customer requirements.If it is a small clothing retail store, it is necessary to determine the fixed consumer group of the store, and then stock up according to this situation.In this way, the store will gradually prepare a variety of clothing products that can meet the needs of customers.

Clothing stores in the past always tended to buy in large quantities, and as a result, clothing stores turned into grocery stores that lost customers' trust.

The purchase of clothing stores is mainly aimed at the needs of store customers.When observing the customer group, we should not only look at their age group and income level, but should pay more attention to the customer's clothing and interest preferences, summarize the customer group with a common life style, and use their needs as a reference for purchasing.

In addition to the common needs of customers, more and more people now tend to highlight their own personality when shopping.

Standing out for your personality doesn't mean looking out for others, or comparing your life with that of others.The outstanding personality mentioned here mainly refers to the pursuit of the realization of personal value by clarifying personal goals and confirming one's sense of reality and existence.If you pay attention to the people around you, you can find that there are more and more people holding this idea.

The clothing store must specify this list of customers, and then prepare the types of goods to be purchased according to their lifestyles.The products prepared by each clothing store have their own clear concept of life will be the key to attracting customers.

2. Grasp the five principles of purchase

Sometimes shopkeepers purchase large quantities of clothing at one time in the face of the temptation of low discounts. This approach is not advisable. In severe cases, it will lead to a large backlog of inventory and poor capital turnover.If you are too cautious when purchasing, it may also cause the embarrassment of being out of stock.Due to the strong fashion of clothing, the fashion cycle is shorter than other commodities.This requires shopkeepers to have a detailed and accurate grasp of the trend of the clothing market, keep up with fashion trends, and purchase according to trends.Grasp the following procurement principles, which will be of great help to the owner's procurement work:
(1) Fashion principles.Fashion is an eternal topic of clothing, which directly affects the rise and fall of clothing stores.Therefore, when buying goods, the store owner has a strong fashion sensitivity.Usually look at some fashion-related things.Discover popular themes in the market trends, follow the product features of the best-selling clothing brands in the market, and make your own choices.Here, conformity means imitation, which is an imitation with certain ideas.Since there are already examples of successful brand clothing that can be used for reference, it is safer to adopt this principle and can avoid market risks.

(2) Timely and appropriate amount.The shopping mall is like a battlefield, and behind the missed opportunities is always the pain of failure.Only by grasping the most important current fashion trends and buying goods according to the situation can we seize the opportunities in the business war.Naturally, clothing stores cannot purchase goods at any time and arrive at any time. It takes a certain amount of time from the purchase to the shelves. If the goods cannot be put on the shelves in time, the situation of out-of-stock is inevitable, which not only affects the sales performance of the clothing store, but also is not conducive to the growth of the clothing store. image.

The right amount of purchase is also an important consideration for purchase.Once the amount of purchases is not properly measured, it may have adverse effects caused by excessive purchases or small purchases: if you purchase too much at one time, it may lead to a decrease in clothing turnover, increase inventory, and increase capital consumption; Affect discounts, cause out of stock, increase purchase costs, etc.

(3) Follow sales rules.Everything has its specific laws of survival and development, and sales are no exception.The store owner of the clothing store is familiar with and follows the laws of clothing store sales, and introduces marketable clothing under its guidance.For hot-selling clothing, you can appropriately increase the quantity of each purchase to save energy and get more discounts.For clothing that sells slowly, minimize the amount of purchases to avoid backlogs.

(4) Cooperate with seasonal characteristics.Many of the clothing operated by clothing stores are extremely seasonal.In the case that the sales situation is greatly affected by the change of seasons, the main store should try its best to "buy more at the beginning of the season, less in the middle of the season, and replenish at the end of the season". Enter".

(5) Widely collect sources of goods and strive for excellence.Only a secure, high-quality and low-cost supply of goods can ensure the thriving business of clothing stores.There are roughly the following channels for finding sources of goods:
①Go to the local wholesale market to approve the goods
This is the most common purchase channel for clothing stores. The wholesale market can provide multiple choices, not only in terms of price, but also in terms of product quality and wholesaler services.For example, if you open a clothing store, the owner can go to some large service wholesale markets around to purchase goods, and strive to keep the wholesale price to the lowest, and at the same time establish a good relationship with the wholesaler.

②Purchase directly from the manufacturer's cost price

Manufacturers purchase is also a common channel.Going to the manufacturer to buy goods can get a lower purchase price, but the one-time purchase amount is usually relatively high, which inevitably increases business risks.It is best to know friends who work in the manufacturer, or you work directly in the manufacturer, so that you can purchase from the manufacturer smoothly.

③Foreign trade products or OEM products are hot-selling sources
The full English name of OEM is Original Equipment Manufacturer, referred to as OEM or OEM for short. This business model has been operating internationally for many years and is effective.At present, many factories have surplus products other than foreign trade orders, or some surplus products other than OEM production for some well-known brands. The price is usually very low, usually 2% to 4% off the normal price, which is also a good purchase channel.

④Inventory backlog or clearance products should also be properly introduced
(End of this chapter)