Run a profitable clothing store

Chapter 33 Advertising skills to expand the popularity of clothing stores (2)
A company without a strong sense of brand creativity, its vitality is often fragile.A successful advertisement not only requires shocking content and attracts consumers' attention, but also requires unique and creative graphic design.Some advertisements are designed in a flashy way, with too many elements piled up, and even a lot of elements that have nothing to do with the content of the advertisement, so that consumers can't tell what the theme of the advertisement is, or even which brand of clothing it is. ... Such an advertisement without a theme is sure to fail.

No matter how big or small an advertisement is, creativity is the last word.The creativity of the advertisement includes the refinement of the product concept, the creativity of the visual title, the unique design of the image, the objective description of the main content, and the precise planning and execution.

Six Points of Clothing Advertisement
Almost all the clothing terminals in a city are concentrated in mainstream commercial places such as shopping malls, clothing stores, department stores, pedestrian streets, clothing malls, and clothing wholesale markets.In order to be selected by customers among numerous competitors, the advertising performance of the terminal is very important.So, how can we make the terminal advertisement of clothing exert the power of finishing touches and attract consumers to directly generate the impulse to buy?Specifically, the following six key points should be grasped:
1. Grasp the cognitive elements of consumers
Apparel advertising should focus on grasping the most recognized elements of consumers and deepening them.Promote these core elements uniformly from beginning to end, and finally make consumers recognize the brand, thus generating a desire to buy.

2. Focus on highlighting the connotation of the brand
Terminal advertisements are a bit like fast food. The emotional component is often greater than the rational component, so we need to be simple but not simple.Focus on highlighting the LOGO, highlighting the brand spokesperson we hired with a lot of money, and highlighting our own brand core value.

3. Make good use of the special effects of outdoor billboards

Outdoor advertising plays an obvious role in promoting the strength of clothing stores and establishing brand awareness.For high-end clothing brands, advertising spaces such as pedestrian commercial streets, downtown streets in the city, and well-known department stores are the first choice.For middle and low-end clothing and new brands, placing outdoor advertisements in the clothing wholesale market can often achieve the best advertising effect.With the use of new advertising tools, such as domestically newly developed double-sided and triple-sided billboards, the effect is often more significant than that of ordinary print advertisements.

4. Maximize the role of store advertisements and POP advertisements
Stores can place advertising posters between the floors of the store, near the fitting room, near the columns and clothing. These advertisements are like signs in the store, making customers notice your clothing brand from a distance.Because store advertisements have an obvious promotion effect on best-selling and popular models, the design of store advertisements must be exquisite so that it has a strong visual impact.

Although the sparrow is small, it has all kinds of internal organs. POP advertisements including hanging flags, albums, display racks and handwritten promotion pages can also form a strong traction and play a great role in promoting clothing.When we set up POP advertisements, we must pay attention to skills.For example, promotional flags should be simple and clear, full of visual impact.The picture album should be placed in a place where customers can easily get it, so that customers can read and understand the brand information of clothing.Flexible placement of display racks can achieve the greatest publicity effect.We can also put handwritten promotional pages on the middle and low-end clothing, and even on the promoters.

5. Store front signboard image advertisements must have style and grade

Customers wandering on the commercial street often enter the clothing store casually, just like meeting customers. The first thing that catches the customer's eyes is the front of the clothing store.According to research, the first 20 seconds of the first meeting can determine 80% of the impression, so we must pay attention to the image advertisement of the storefront signboard.We can use high-grade crystal letters, organic letters, and metal letters with various colors of aluminum-plastic panel finishes.The production of storefront signs must conform to the characteristics of the clothing brand, and a unified image and style can deepen consumers' memory of the clothing store.

6. Oral recommendation by promoters is the most critical part of terminal advertisement

In face-to-face communication with customers, clever promoters can often quickly gain insight into the psychological state of customers.According to the different psychology of customers, follow the vines to guide and hint, and promote the occurrence of sales behavior.

Tips for store advertising

In today's stores, popular POP is often used for decoration.Its main commercial purpose is to give customers strong visual stimulation, use ingenious design to guide consumption and activate the store atmosphere.The specific forms include outdoor signboards, exhibition boards, window posters, in-store booths, three-dimensional cartoon models, etc.It combines the characteristics of clothing stores and presents them in a novel and unique way.The general form of expression is exaggerated and humorous, with strong colors, which can effectively stimulate the nerves of attracting customers.As a low-cost and high-efficiency advertising method, it has been adopted by many operators.

According to the different appearance styles, it can be divided into 4 categories:
1. Counter style
The counter-style POP refers to placing the clothing in a comfortable environment, taking large pictures, making it into a counter-style POP, and placing it next to similar products, so that customers can have a good understanding of the product's characteristics, styles, shapes, and effects when choosing products. Have a clear understanding.

2. Hanging style
Hanging POP refers to hanging promotional materials.Including hanging flags, hanging light boxes, product pictures, etc.Regardless of the size of the clothing store, the upper space is generally relatively free. Hanging an appropriate number of POPs will not destroy the overall sales atmosphere. On the contrary, it can give people complete space enjoyment and create a fresh and pleasant shopping environment.

3. Paste the pattern
Paste-style POP mainly refers to promotional posters.It is mainly used for sales promotion, release of discount and price reduction information, etc.There is a certain period of use, and POP will be removed immediately after the event ends.In order to keep the store clean, you should avoid using this kind of pasting style items, and pasting them outside can exaggerate the hot sales atmosphere.

4. Site style
The vertical POP is usually a three-dimensional plastic or cardboard model, etc. It can promote particularly fashionable and popular clothing to customers, and make the product vivid, and the effect is better than the previous ones.

Usually, the first two POPs are mainly aimed at the key products in each series of products, and cooperate with the display of key products; the vertical POP is mainly for individual products to be prominently displayed, so as to promote the sales of such products in a targeted manner.

POP displays are widely used in terminal sales fields such as clothing stores and individual stores.Many large-scale clothing and clothing stores use printed uniform templates to be produced by artists according to requirements and ordered in batches.Small and medium-sized stores mostly use hand-painted POP, and use unique copywriting and forms to launch products.

An exquisite POP poster not only makes the products in the store shine, but also is easy to make and can save costs.Especially in the dazzling array of products, eye-catching and bright POPs are interspersed, often promoting the image of the company while promoting specific products, and further improving the brand image and reputation of the store.

Tips for Online Advertising

Zhang Ailing said: "Everyone lives in their own clothes." This sentence is very intriguing. Her so-called "living" mostly refers to the publicity of the character through clothing.In our social and living environment where information is flying everywhere, clothing must also live in the halo of advertising to attract consumers' attention.

The impact of online advertising on small and medium-sized clothing stores is self-evident. Online advertising is the most commonly used means of online promotion. It has high requirements for target audience positioning and effect analysis. Only such online advertising is right The effect of the enterprise's online advertising is guaranteed.And if you want to learn excellent online advertising skills, you can learn from the publicity methods of online stores.
1. Post
Essence posts can bring a lot of popularity to clothing stores.If you want to post, you must post some good posts that are helpful and meaningful to everyone, which not only helps others, but also makes friends.When posting, you must post professional and knowledgeable posts, so that netizens can feel that you are very professional.If a post is recommended, more people will browse the post, more people will visit the store, and more opportunities to sell clothes.

2. Reply
If you want to reply to a post, you must first figure out who is concerned about the reply. Generally, the person who reads the reply is the host himself.The main purpose of the building is to find out who replies and the content of the replies.People who reply to other posts generally don't read the replies.Now to find out who read the reply, you must carefully read the main post of the host when replying.Replies are the time to honestly write about your feelings, opinions, and suggestions.Do not pass by without leaving a trace, it is easy to make people feel disgusted.When replying, the "sofa" (the position of the first reply), the "bench" (the position of the second reply) and the first page are all good positions. Only by respecting others can others respect you.

Be sure to make your signature beautiful, so that others can know your business items when they see your signature. You can also set the discount and promotion information of your clothing store in the signature file, so that others can directly enter your business through signature. shop.

Pay attention to these aspects when replying to posts: post useful and helpful posts to others, the chances of being read or reposted by others will be higher, and the popularity and page views of your clothing store will also be higher; Posts should fully show that you are very professional ; Quietly tell people that you have this clothing in your store; use signature files and replies to make others believe in themselves.

3. Participate in activities
Actively participate in various activities held by these fashion circles and communities, not only to promote the store, but also to make more friends.For example, Taobao's "Limited Time Buying" and "One Yuan Zone" are good choices.Pay close attention to Taobao's announcements and the top information of each section, and don't miss any activities.There are many activities in "My Taobao" - "I am a seller" - "Activity Registration Area".Note that you must abide by the rules of the event when participating in the event, and add keywords of the current event to your clothing.

4. Friendship links with other stores

Friendship links with other online stores and joint promotion with other stores are an important way of publicity and promotion for online stores, which are mainly divided into two ways:

(1) Friendship links of stores.If you have more friends, it is easier to travel, and the friendship links are the source of customers.Set some stores that are compatible with your own store, have high page views, and have high reputation as friendship links, which will help expand the store's customer base.For example, a clothing store can establish friendship links with some jewelry stores and cosmetics stores, because after some buyers buy accessories or cosmetics in other people's stores, they also come to your clothing store by the way, and then choose one or some clothes.

(2) Joint promotion.Joint promotion means that several stores that know each other cooperate with each other. If you buy goods in store A, you can enjoy a few discounts in store B, or you can add a few yuan to redeem goods in store C.The joint promotion can be published in the store announcement or in the baby description, write the address of the joint store or the link of the joint product, so that buyers can enter directly.

There are also many things to pay attention to in joint promotions. The main thing is to try to find some stores that are compatible with your own store’s products and make friendship links with some stores that are higher than your own and have a high number of views; do not rashly ask for exchange links with high-level stores. .

5. Optimize keywords to increase search opportunities
Keywords are catchy words or phrases that stand out and are searchable by buyers.Nowadays, many buyers use keywords to search when purchasing products.Therefore, when publishing store clothing, you must set a few more keywords to increase the probability of the product being searched.However, keywords cannot be abused, and must comply with the keyword usage rules formulated by the website.Good keywords mainly have the following characteristics:

(1) Consistent with real information.Keywords cannot be used indiscriminately, and must conform to the real information of the clothing.

(2) Dig out keywords that buyers like.Keywords cannot be abused, learn to empathize, set keywords from the buyer's point of view, and set keywords according to buyers' preferences and needs.

(3) Closely combined with clothing.Keywords should be closely combined with clothing and cannot be set casually.

The concept of POP advertising

POP is the abbreviation of point of purchase advertising in English, which means "point of purchase advertisement". Its main commercial purpose is to stimulate and guide consumption and activate the atmosphere of the store.It takes the form of outdoor signboards, exhibition boards, window posters, store signs, price lists, hanging flags, and even three-dimensional cartoon models.The commonly used POP is used for short-term promotion. Its expression is exaggerated and humorous, and its color is strong. It can effectively attract customers' perspective and arouse their desire to buy. It has been widely used as a low-cost and efficient advertising method, and POP advertising is also the most popular in storefronts. An advertising method that operators strongly welcome.All advertisements inside and outside the store that can help promote sales, or other services, instructions, guidance, etc. that can provide product-related information can be called "POP advertisements."

The concept of POP advertisement has broad sense and narrow sense.All advertisements set up in commercial spaces, places of purchase, inside and around retail stores and places where goods are displayed belong to POP advertisements in a broad sense.Such as store plaques, decorations, windows, advertisements and banners hanging outside the store, furnishings, posters, service knowledge in the store, advertising publications distributed in the store, advertising performances, broadcasts, videos, electronic billboard advertisements, etc.In a narrow sense, POP advertisements only refer to the exhibition counters set up inside the purchase places and retail stores, as well as the advertising media that are hung, placed and displayed around the goods to promote the sales of goods.

In terms of its form, POP advertisements have appeared as early as in ancient my country.For example, the wine flags and wine gourds hanging outside ancient hotels, the guises and flags hanging outside restaurants and inns, etc., can be called the originator of POP advertisements.Modern POP advertisements originated from storefront advertisements in supermarkets and self-service stores in the United States. In 1939, after the American POP Advertising Association was formally established, POP advertising gained a formal status. After the 30s, POP advertisements frequently appeared in self-service stores such as supermarkets and chain stores, so they gradually attracted the attention of the business community. After the 60s, the self-service sales method of supermarkets gradually expanded from the United States to all over the world, so POP advertisements also went to all over the world.

The task of the POP is mainly to introduce the characteristics of the product, and the POP activates the unified atmosphere of the whole store to promote the activity of the store.In general, POP advertisements have the following functions:
1. Attract customers into the store
In the actual purchase, 2/3 people make the purchase decision temporarily.Obviously, the sales of a clothing store are directly proportional to its customer flow.Therefore, the first step in POP advertising promotion is to attract people into the store.

2. New product notification function
Most of the POP advertisements are notification advertisements for new clothes.When new clothes are on the market, using POP advertisements in the store for promotional activities can attract consumers' attention and stimulate their desire to buy.

3. Attract customers to stop

With its novel patterns, brilliant colors, and unique ideas, POP advertisements attract the attention of customers, making them willing to stop and become interested in the products in the advertisement.Ingenious and eye-catching POP advertisements can often have unexpected effects.

4. The function of arousing consumers' potential purchase awareness
Although many manufacturers have used various mass media to widely publicize their clothing, sometimes when customers enter the clothing store, they may have already forgotten all about the advertisements.At this time, the display of POP advertisements on the spot can arouse the subconsciousness of consumers and make them recall those attractive clothing advertisements to facilitate purchases.

5. Replace the function of shopping guide

In a clothing store, when customers face a variety of clothing and have no way to start, the POP advertisements placed around the clothing can play a role in attracting consumers to make their purchase decisions.Therefore, POP advertisements are also known as "silent shopping guide" and "the most loyal shopping guide".

6. The function of creating sales atmosphere
The strong colors, beautiful patterns, prominent shapes, humorous movements, and accurate and vivid advertising language of POP advertisements can create a strong sales atmosphere and attract customers' attention.

7. Holiday Promotions
POP advertisements can create a joyful atmosphere and play a role in fueling the fire during the holiday sales season.

8. Fight for the time and space of sales
The time and space for sales is the time and space for sales.For example, the window design and ceiling space of a clothing store are good sales spaces, but ordinary store owners tend to forget this excellent performance space.Although the product is not actually on display, if you hang a POP with outstanding creativity, maybe the sales effect will be better.

There are many types of POP advertisements that can be seen on the market. The following mainly introduces three different classification forms.

1. Divide POP advertisements into long-term POP advertisements, medium-term POP advertisements and short-term POP advertisements according to time
(1) Long-term POP advertisements are POP advertisements with a service life of more than one year, mainly including store signboard POP advertisements, corporate image POP advertisements, etc.Due to the time limit of long-term POP, its design must be exquisite, tasteful, and consistent with the corporate image, and the design cost is relatively high.

(2) Mid-term POP advertisements are POP advertisements with a period of about one quarter.The design and investment of medium-term POP advertisements can be properly considered at the level of long-term POP advertisements.

(End of this chapter)