Run a profitable clothing store

Chapter 32 Advertising skills to expand the popularity of clothing stores (1)
In clothing store sales, banners and slogans that provide clothing information are the best advertisements to guide consumers into clothing stores. Eye-catching brand names, soft lighting, and beautiful atmosphere designs are all favorable means of clothing promotion.

Ad Suitability Selection
There is a clothing store that has just opened. Its store is not located in a bustling commercial area, nor is there a large residential area nearby, let alone a fixed customer base.However, this clothing store opened up its business situation as a "losing business".

The first move of the clothing store after its opening was to distribute advertising leaflets, declaring great discounts, especially highlighting that certain styles were 50 yuan cheaper than similar styles in other stores.This kind of discount is undoubtedly good news for customers who are good at budgeting and like to shop around.Some customers also took the initiative to act as voluntary propagandists for the clothing store. Once they spread it to ten, ten spread it to hundreds, and the clothing store has a reputation among the citizens for its high quality and low price.

Although the position of advertising in the operation of clothing stores is not as prominent as that of large enterprises, appropriate advertising can indeed bring great impetus to clothing sales, help clothing stores attract potential customers and increase sales.The significance of advertising to clothing stores is mainly manifested in the following three aspects:
1. Improve the popularity of clothing stores

When the clothing store first opened, it needs to be accompanied by strong advertising.Otherwise, if customers do not know or understand the information of clothing stores, there will be no purchase behavior, and it will be difficult to rise in the market.

2. Consolidate market position
After the clothing store is opened, we will find that due to the drive of profit, a large number of competitors will soon appear in the same industry, or there are already many competitors.Clothing stores can only enhance market competitiveness and maintain and expand the market share of clothing stores by promoting their unique advantages, characteristics, and the special benefits it brings to consumers through uninterrupted advertising campaigns.

3. Protect the legitimate rights and interests of clothing stores
When a clothing store encounters vicious competition, in addition to taking necessary legal measures, it should also use advertisements to explain the situation and the method of distinguishing the authenticity to customers as soon as possible to protect their legitimate rights and interests.If the clothing store does not know how to use advertisements, it will be difficult to disclose relevant information to the outside world, and the loss suffered by the clothing store will be even greater.

Creativity comes from life. To make a good advertisement, we must first study the psychology of the target customers, especially the emotional needs. When grasping the emotional positioning of consumers, we should pay attention to the following:

1. Be sure to have true feelings and avoid hypocrisy
Emotional advertising relies on moving people with emotion. If there is no real emotion in the advertisement, but only high-sounding empty words or false feelings, then such an advertisement does not matter.

2. Grasp the limits of emotions and avoid immoral content in advertisements

Traditional Chinese emotions are relatively reserved and introverted. When expressing love, it may be just a loving look or a hug, which is far less unrestrained than Westerners.Therefore, when learning Western creativity, we must grasp the problem of degree.

3. Avoid culture clashes
When advertising creative personnel, they must first thoroughly understand the local customs and customs, and do not make an advertisement that is spurned by consumers.Otherwise, it will not only harm the interests of advertisers, but also hurt the emotions of consumers.

Appropriate choice of advertising fee
Clothing stores have limited funds, but to expand their sales, sometimes they still need to use advertisements to promote themselves.As a senior American reporter once said: "As long as I have enough funds, I can make a brick elected governor." This shows the power of advertising.

No expense was spared in advertising.If you are reluctant to invest in reasonable advertising and are not good at taking advantage of all opportunities to promote yourself, then your clothes can only accumulate and cannot be turned into money quickly.

At the same time, advertising should be done according to one's ability, and it is appropriate to see how much advertising expenses should be invested.Be sure to learn a reasonable budget before advertising.In advertising promotion, there is a famous saying: "I know that half of my advertising cost is wasted, but I don't know which half." Behind this sentence is the importance of advertising strategy.So how can we get back the wasted "other half"?

1. Locate the target group
When advertising, we must have a clear target customer positioning in our minds.Although we cannot expect advertisements to impress everyone, successful advertisements can accurately impress the target group.If an ad for girls' clothing appeals to old men and women, then the ad is for nothing.Because the advertisement has been misplaced, no matter how much old men and women like this advertisement, it is impossible to buy girls' clothes to wear.

2. Select the right media
Many companies tend to mix TV advertisements, radio advertisements, newspaper advertisements, magazine advertisements, POP advertisements and promotions on one plate, and then pour their brains into the market to forcefully indoctrinate consumers, thinking that this will produce the best results. Ad Performance.As everyone knows, different media have different effects. Although indiscriminate advertising bombardment can drive sales, how much hard-earned money is wasted.We should choose the best according to the advantages and disadvantages of different media and the special circumstances of clothing stores.

3. Emphasize the Unique Selling Proposition

In order for the advertisement to take root in the hearts of consumers, the law of focus of gratitude is needed, so that potential customers have accurate memory of the clothes in the clothing store.Therefore, every advertisement must make some kind of proposition to consumers. This proposition is not only a boastful show-off of clothing, but the most important thing is to convey such a concept to customers-"buy this dress, you These benefits will be reaped."In addition, the proposition should be one that has not yet been presented by competitors and that is powerful enough to attract the attention of a large audience.

4. Use music to spread the effect
Music has no borders. Music is the only language in the world that does not need to be translated. It can always easily attract people of different nationalities, ethnicities, skin colors, genders, and ages.In advertising communication, with the help of music songs, the communication effect can be greatly enhanced.Under normal circumstances, commercial music based on songs and nursery rhymes is easier to remember and spread.Relaxed and pleasant commercial songs can reduce the resistance of listeners, and are appealing tools with excellent memory.

The advertising budget supports the advertising plan, and is related to whether the advertising plan can be implemented and the effect of the advertising campaign.Experts have systematically summarized various methods for setting an advertising budget, including:
(1) A fixed percentage of annual sales, which is a method that is more convenient to manage.

(2) If the external environment does not change much, the previous year's budget should be maintained and then adjusted according to the inflation rate.

(3) When the budget is equal to or ahead of the competition, it means assuming that the competition is correct.

(4) Intuitive judgment, there are quite a few operators relying solely on feeling and experience, which has become a perceptual investment in China.This especially depends on the "courage and insight" of the operator.

(5) Depends on the profit situation - the focus of determining the budget is the source of funds, not the goal, so it often does not achieve good results.

(6) Do what you can - do the best with what you can afford. Although it is a little bit of putting the cart before the horse, many operators can only make budgets based on this.

(7) Calculate based on the cost needs of each customer, that is, set the goal first, and then see if the result can be achieved, which will also be limited by the cost.

Main Points and Classification of Clothing Store Advertisements

Clothing stores usually use advertisements to convey the unique and distinctive personality proposition of clothing brands to consumers, so that products can establish a certain relationship with target consumer groups, smoothly enter consumers' lives and vision, and achieve deep communication with their hearts. And establish a certain impression and status in their hearts, so that the brand becomes a meaningful symbol with added value.

The operator of the clothing store may give the target audience a distinctive brand personality and confidence through the endorsement of the unique personality of the brand founder; or through the very friendly advertising endorsement of film and television stars and social celebrities, so that brand products can be quickly consumed by the target audience. or through fictitious characters to deduce the brand narrative, convey the brand concept and value orientation, and win the recognition of the target audience; or through the image endorsement of comic cartoon animals, create a lively, lovely and refreshing brand image, which makes people feel familiar with the brand. Create beautiful associations and impressions of the brand through watching and smiling.In the daily advertising operation, the advertising operation of clothing stores also has its own points and classifications.

1. Key points for making clothing store advertisements
The requirement of clothing store advertising design is uniqueness.Whether it is in the form of display or distribution, it must be novel and unique, which can quickly attract the attention of media audiences and arouse their desire to "want to know" and "want to buy".Specifically, when designing clothing store advertisements, clothing store operators have the following key points:

(1) The shape is concise and the design is eye-catching.If clothing store advertisements want to attract the attention of media audiences, they must highlight their image with concise forms, novel styles, and harmonious colors.Otherwise, it will be ignored by consumers.

(2) Pay attention to display design.Clothing store advertisements are different from festive embellishments.Clothing store advertisement is an important part of business environment culture in business culture.Therefore, the design of clothing store advertisements should help establish the image of the clothing store, pay attention to the structure of clothing display, hanging and shelves, etc., and strengthen and render the artistic atmosphere of shopping places.

(3) Emphasize the effect of on-site advertising.Since clothing store advertisements have the characteristics of direct sales promotion, operators must have an in-depth understanding of the internal operating environment of clothing stores, and study the characteristics of clothing management (such as clothing grades, clothing store popularity, quality, craftsmanship, after-sales service status, etc.), As well as the psychological characteristics and purchasing habits of customers, in order to design storefront advertisements that can most impress consumers.

2. Nine types of clothing store advertisements
(1) Flag advertisements are made of cloth and plastic cloth, and are decorated inside and outside clothing stores. They are used in a short period of time, and are most suitable for promoting the climax of advertising activities and shaping the atmosphere of the season.

(2) Hanging advertisements hang from ceiling beams and columns, which are eye-catching and can be seen clearly from all angles.

(3) Wall advertisements are mainly posters and decorative flags. In addition to the function of product notification, they can also beautify the wall of the store.

(4) Floor-standing advertisements are placed on the floors inside and outside clothing stores, and the materials can be paper, cardboard, plastic, acrylic, metal, etc.

(5) The display of advertisements on the counter can best attract the attention of consumers.Therefore, it can best produce the effect of making customers buy.

(6) Price list and display card means that the price is written on the price list, and the characteristics of the clothing are explained on the display card.This kind of small POP is placed next to the clothing, in the window, or directly attached to the clothing.The visual effect is excellent.

(7) Light source advertisement refers to putting fluorescent lamps inside the advertisement, and using the light source to illuminate the text and graphics of the product.

(8) Dynamic advertisements use hidden motors in clothing store advertisements to generate movements, such as up and down, turning, etc., to create interesting movements.

(9) Stickers are small prints pasted on the walls and window glass of clothing stores.Most of them are flat printed or embossed with synthetic paper.It is compact, does not take up space, is cheap, and has great advertising effects.

There are three main types of clothing store advertisements
Xiaoli opened a clothing store on the side of the street. In order to speed up the cash flow in the store, Xiaoli decided to sell the clothes she bought some time ago at a discount of [-] yuan each.But what made her very puzzled was that the eye-catching posters had been posted for many days, but the customers didn't even respond at all.

One afternoon, a few girls in their 20s finally entered Xiaoli's clothing store.Xiaoli hurried forward to receive them, and said warmly to them: "Our store's branded clothes are on sale, and this clothes with an original price of 280 yuan will now sell for 180 yuan. It's a sale at a loss." Just after Xiaoli finished speaking, one of the girls He replied casually: "There are no good products with reduced prices. Besides, just your clothes, the purchase price is at most 80 yuan a piece. How can this be a sale at a loss?" The girl's words choked Xiaoli so that she couldn't say a word. , because the wholesale price of this dress is 60 yuan a piece, the girl said 20 yuan more.

After these people left, the depressed Xiaoli fell into deep thought.The next day, Xiaoli changed the advertisement and removed the wording of price reduction.Change the content of the poster to: "In order to thank new and old customers, this clothing store will carry out promotional activities for brand-name clothing from now on. Within two weeks, anyone who holds a 1-yuan coupon with three 3s in the number comes to our store to shop. Each can be worth 6 yuan, but only one 100-yuan coupon is allowed for each piece of clothing.”

As soon as the advertisement was changed, it immediately attracted many onlookers.Everyone thought it was very novel, and they searched their wallets for a 3-yuan coupon with three 6s on it, and if they couldn't find it, they asked acquaintances to look for it.Soon, the advertisement really had a miraculous effect, and the second-hand goods in Xiaoli's store were wiped out.Xiaoli's wonderful advertisement aroused the curiosity of customers and received very good results.In general, advertisements for clothing stores are divided into the following three forms:
1. Informative advertising

Applicable to when new clothes are just on the market, its purpose is to stimulate the primary needs of customers, inform customers of new clothes, advocate new fashions and new concepts of consumption, and guide customers' consumption concepts.

2. Persuasive advertising

Applicable to the competition stage of clothing, its purpose is to meet the selective demand for a specific brand of clothing, cultivate customers' preference for chain store brands, improve customers' bad impression of clothing brands, reassure customers of the quality of clothing, and convince customers to immediately Buy.

3. Reminder Ads

This kind of advertising is usually used to maintain market share and retain old customers.The loss of old customers will invisibly cause greater losses to clothing stores, and the cost of attracting new customers is much higher than the cost of maintaining old customers.Therefore, clothing stores should consider how to capture the hearts of old customers so that they remain loyal to the clothing store.

The four elements of advertising
To design clothing advertisements to be eye-catching, the advertisement must have its own theme, and it must be strongly implanted in the hearts of consumers in the first time.The theme of an advertisement runs through the soul of the entire advertisement, and it determines the style and value of the advertisement to a large extent.

The theme of the advertisement must be related to the clothing you want to promote. The greater the correlation between the two, the better. Only in this way can consumers fully understand their own interests.If the correlation between the advertisement and the clothing is not strong, it will be difficult to resonate with the target audience, and the advertisement creativity will lose its meaning.

How to design the print advertisement of a clothing store to attract people's attention more easily?In fact, it is very important to grasp the theme of the advertisement.The theme is the main information accepted by the advertising audience, runs through the entire advertisement, is the soul that dominates the advertising work, and it determines the style and value of the advertising work to a large extent.Advertisement themes are extracted from social, psychological, cultural and aesthetic aspects, and expressed with the help of graphics, text, color, music and other elements.

In the clothing industry with outstanding personalization, consumers' choice of clothing is actually a choice of a life proposition, a life attitude, and a display of self-personality.An accurate and effective advertising theme positioning can make clothing quickly and permanently enter the minds of consumers.Therefore, the personality conveyed by a themed clothing advertisement has gradually become the core factor for consumers to choose it.

When highlighting the theme of advertising, you can start from the following aspects:
1. Distinctive advertising theme
Without a clear advertising theme, the competitiveness of clothing is pale.Precise advertising theme language can always easily resonate with the psychology of the audience.For example, Nike launched the classic advertising theme "JUST DO IT" in 1988, which established Nike's No. 90 brand status in sporting goods in one fell swoop.Although Nike adopted the new slogan "I CAN" in the mid-[-]s, Nike did not intend to use it to replace the eternal classic theme of "JUST DO IT".Because it is this advertising theme that enables Nike to inspire and inspire the inner beauty of people's sports with hidden spiritual power.

2. The theme selling point of clothing

Today, when clothing is homogenized and concepts are imitated, refining a good selling point plays a pivotal role in clothing advertising.Because a good selling point can brighten consumers' eyes and arouse their potential desire to buy.For example, the core selling points that Metersbonwe refines for its clothing are: fashion, individuality, and nature.This selling point is obviously successful, and it can fit the temperament and taste of modern consumers, rather than an illusory and tacky selling point.This selling point makes Meters Bonwe unique in the casual wear industry.

3. Targeted brand image strategy

According to the 4C theory in marketing, namely Consumer, Cost, Convenience and Communication.It emphasizes that clothing stores should first put the pursuit of customer satisfaction first, and then strive to reduce customers' purchase costs, and then fully pay attention to the convenience of customers in the purchase process, rather than deciding on sales channel strategies from the perspective of clothing stores , Finally, effective marketing communication should be implemented centered on consumers], products need to target consumers' desires and needs, the cost of satisfying desires and needs, and communication with consumers.Meters Bonwe opened a brand image store, which is the practice of the 4C theory.Generally speaking, the quality of a brand image store is also a potential advertisement, because it directly determines consumers' perception of clothing taste.

4. Shocking sense of creativity
(End of this chapter)