Run a profitable clothing store

Chapter 35 Advertising skills to expand the popularity of clothing stores (4)
When making small advertisements, it should be noted that it is best to use horizontal paper for horizontally written slogans, and vertical paper for vertically written slogans. It is more comfortable and can arouse the favor of customers.According to a psychological point of view, when customers face a small advertisement written vertically, their eyes will habitually fall on the right side.Therefore, when we place the small advertising sheet, it is best to place it on the right side of the clothing.In addition, when customers have finished viewing the clothing, their eyes will fall to the lower left of the diagonal line, so the lower left of the clothing is also the second key point that attracts attention in the display of small advertisements.If the small advertisement is written horizontally, the eyes of customers will naturally fall on the upper left, so the upper left of the clothing is the most likely position to attract customers' attention.Another great placement is at the bottom right of its diagonal.Small advertisements usually use a lot of photos. When we use photos, we need to place them in a suitable position so that customers can see this small advertisement at a glance, thereby arousing interest in clothing.When using photos, we can refer to the catalogs used in telephone shopping and online shopping.The selected photos must have an aesthetic feeling in terms of color, so that customers can be tempted to buy.

When making a small advertisement, in order to facilitate customers to read, the color should be controlled within four.Because the use of too much color will make people feel disorganized, the overall is very loose, not only ugly but also difficult to read.When making a small advertising sheet, you should choose the overall color of the paper according to the image color of the clothing store and the color of the clothing, and then choose the color of the text and the color of the insert, because the color of the base will eventually affect the image of the store.After that, we can cooperate with the small advertising leaflet to highlight the information we want to convey to customers with lines, or use other fonts to emphasize the words that need special attention, or put illustrations or comics.

The content of the small advertising sheet must be concise and easy for customers to remember.Customers not only cannot understand the content that is too complicated, they may not even glance at it.In addition, the font must be beautifully written, the typesetting must be neat and clear, and the entire page should not be filled with content, but there must be blank space to increase customers' attention.

Seize the publicity opportunity when opening

A good beginning is half the battle.On the first day of opening of the clothing store, the quality of the business is directly related to whether the clothing store business can enter a virtuous circle.So the importance of this day is self-evident.In order to open the door, preparatory work is essential. Here are a few things that must be done before opening:
1. Advertising preparation
In order to let more people know that the new store is about to open, it is necessary to use the media to expand its influence.First of all, one month before the opening, you can advertise in various districts and elevators, and you can also use the outer wall of the clothing store to do large-scale color spraying. In addition to the announcement of the new store’s upcoming opening, the content must also point out that there are preferential measures such as low-price discounts or gifts. , in order to circle nearby consumer groups.Secondly, a week before the opening of the business, publicity was carried out through the radio and the Internet.Finally, the papers started two days before opening.You can choose a well-known local lifestyle newspaper, half-page or even full-page, and introduce the preferential measures on the day of opening in detail. The discount must be large and shocking, usually [-]% to [-]% off and only for one day.In addition to discounts, you can also use the means of free delivery for auxiliary promotions.In short, media promotion is a crucial part. Do not artificially cut the advertising budget in order to save money. Accurate advertising and marketing investment will definitely play a role in getting twice the result with half the effort.

2. Marketing Preparation
In order to gather popularity, weekends or holidays are generally chosen as the first day of opening.On the day of opening, large-scale color spray posters can be posted on the outer wall of the store. At the same time, colored balls are hung on the storefront, flower baskets are placed on the side of the door, and background light music is played indoors to create a lively atmosphere and a relaxed shopping environment.

3. Business preparation
It is mainly divided into two parts: hardware and software.Hardware includes calculation and measurement tools such as reservation sheets, pens, paper, computers, rulers, and vehicles; payment collection tools such as POS machines and money detectors.The software is staffing. First, the store owner or store manager must be present. The store staff must be professionally trained and proficient in recommending clothing products to customers. Relevant personnel, such as cashiers, must do their jobs well.In short, the more detailed the work is, the better. All kinds of problems must be prepared in the preliminary work, so as not to be in a hurry and overwhelmed on the opening day.

Using parallax to outsmart

Seeing is not necessarily believing.From a scientific point of view, people's intuitive vision has errors.There are many skills in clothing placement. If you put them ingeniously, you can bring out the feeling you need, make customers have an illusion, and thus achieve the purpose of promotion.So, how can we cleverly use parallax to achieve this effect?

(1) Fully convey the visual theme at the window and the entrance of the clothing store.For example, Nike's clothing stores often use POP, POP + models, POP + props, POP + models + props, etc. to convey the functionality of clothing.Nike has a special location called RUNWAY at the entrance of the clothing store. RUNWAY and the window together constitute NIKE's visual proposal, and the theme information conveyed is the product matching method and the sales theme of the season (seasonal market activities or discount promotions).

(2) In the key areas of the clothing store, it is necessary to make visual key recommendations on important clothing.We can maximize the display of themed clothing through the combination of high and low platforms, group models, booth + model, hanging + model, booth + hanging + model, etc., which constitute a complete key visual theme in the unit space and create a theme atmosphere , Strengthen the brand image.

(3) In the display area, we should highlight new products and make more use of models and front hangings.In the impact zone, it is necessary to highlight the selling points of clothing patterns, mostly in the form of stacking.In the capacity area, we need to cooperate with the display area to meet the customer's try-on requirements, and the side-hanging form is the main form.

(4) The liveliness of Nakajima is usually a new product or a product that has been discontinued. While Nakajima serves as a supplementary display of goods, it is more often to influence the flow of customers in the store.Therefore, Nakajima's props should echo with the nearest clothing wall, satisfy the principle of the same series, the same theme, and can be matched, so that customers can try them on and choose alternatives.

(5) The model can show the real wearing state, so that customers can feel the goods most intuitively and make associations, and finally decide to try them on and buy them.So let the model wear the latest clothing and put it in the most prominent position in the window or clothing store.The display effect of group models in the store can attract the attention of consumers very much, and the colors of the models' clothing should echo to form an overall effect.

(6) If there is no model, clothing, shoes and accessories can also be combined and matched through the main product display areas such as booths, clothing panels, laminates, etc., to ensure that customers can see the real brand matching style and products at a glance content.

Billboard's six-character motto
"Spend a small amount of money and wear famous brands" in six characters. These are the billboards of a clothing discount store called "Yishidaiwang" in Fuzhou.Although this store has just opened, because of these six characters, many passers-by can't help but walk in to see what's going on.Therefore, there is an endless stream of customers choosing and fitting clothes in this store, and the owner is very busy.

This advertisement is surprisingly simple, just hang a billboard on the glass window of the store-an advertisement consisting of only white characters on a red background.This advertisement is very simple, but it is exceptionally conspicuous and has a strong visual impact.

It is very common for clothing stores to use glass windows to advertise. We also often see "new release, XX discount for the whole site", "demolition sale, last XX days", "clearance sale, sale at a loss", "jumping building sale" And other promotional advertisements, these advertisements directly express the promotional information of clothing, which is a common trick used by many merchants.But this tactic only expresses the merchant's approach, and it is neither innovative nor attractive in the eyes of consumers, so it is difficult for customers to have the idea of ​​entering the store after seeing the advertisement.

The reason why the out-of-store advertisements of the "Yishidai.com" brand discount store produced such a miraculous effect is that the six words "spend a small amount of money and wear famous brands" just meet the interests of customers and fit the needs of consumers. The mentality of wanting to buy cheap goods but also want to buy high-end famous brands, and expressed this demand of consumers through advertisements, speaking the minds of consumers.

Most shopkeepers seldom work hard outside the store, and don't even have the minimum awareness of outside work, especially some clothing stores in prosperous areas with a lot of people.However, a large flow of people in front of a clothing store does not mean a large transaction volume in the store, because there are many competitors in prosperous areas and homogeneous competition also influences consumers' choices.

Although some shopkeepers also understand the importance of advertising, their methods are too ordinary.For example, they think that strictly adhering to the universal truth that "windows and store lights must be bright" will attract customers into the store.But in fact, this is not the case, because all clothing stores can easily achieve such lighting effects, and there are also brightly lit clothing stores on the street. How can consumers enter your clothing store for this reason alone?
Advertisement creativity is a kind of innovation. Not all clothing stores will be effective if they put "spend a small amount of money and wear famous brands" on the window. However, according to the consumers corresponding to the clothing in the store, we can find out the needs of consumers and tell the hearts of consumers. Words are very useful.

Key elements of DM tricks

DM is the abbreviation of Direct Mail in English, that is, express product advertisements, which are usually printed in color on the front and back of 8- or 16-sheet advertising paper, and are widely publicized by mail, fixed-point distribution, and selective delivery to consumers' residences. Common forms include: sales letters, product catalogs, product brochures, brochures, business cards, postcards and leaflets, etc., which are one of the most important promotion methods for stores.

In addition to mailing, DM can also be sent by fax, magazines, TV, telephone, email, direct sales network, counter distribution, personal delivery, letter request, and delivery with product packaging. Compared with other media, the biggest advantage of DM is that DM can directly send advertising information to real audiences in a targeted manner, while other forms of advertising can only convey advertising information to all audiences in general, regardless of whether it is true or not. real audience. Before making a final decision, the audience of DM can read the advertising information repeatedly until they finally make a decision to buy or abandon. DM advertisement is a kind of non-sensational advertisement which is in-depth and stealthy, which is not easy to be noticed and taken seriously by competitors.However, the disadvantage of DM advertising is that if the target audience is not selected accurately, the effect of the advertisement will be greatly reduced.

Since the use of DM advertisements cannot rely on the trust established in the public by TV, radio, newspapers, magazines, etc., DM advertisements must use various methods to attract customers' attention.

(1) The design of DM should be novel, unique, creative, beautifully produced, and the content involved should make people reluctant to throw it away, so as to ensure its attractiveness and preservation value.

(2) Thematic advertisements must be able to catch consumers' attention in the first time, enter consumers' minds, generate strong allure, attract consumers to watch them fondly, and maximize the effect of DM advertisements.

(3) The paper quality of DM advertisement must be good.Coated paper can be used for general pictures.For text information, you can choose newsprint. The size of newsprint should preferably be a full page of the newspaper, or at least half a page.The DM area of ​​color pages should not be too small, not smaller than B5 paper, and some bi-fold and tri-fold pages should not be clipped, because customers can easily shake them off when they take newspapers.

(4) Design eye-catching shapes when making DMs, or eloquent words to arouse customers' interest and attract readers' interest in reading.

(5) The selection of information must be concise. Even if the clothing store has a lot of advertising information to convey, it cannot be crowded.To make a selection, it is sufficient to have at most three pieces of information in the set.Because the more information you provide, the less likely customers are to read it.

(6) It’s not that the more DMs you send out, the more effective they are. We must be targeted and creative when sending out DMs.For example, in recent years, many shops do not end their work after delivering the DM. They still call the other party to invite the other party to come to the store after the DM is delivered, and the DM also comes with coupons, exchange coupons, etc. to carry out various promotional activities. publicity.

(7) When delivering with the newspaper, the appropriate newspaper and magazine should be selected according to the habits of the target audience.For example, you can choose news and financial newspapers and periodicals for men.

(8) Establish a database of high-end people, put magazines in high-end communities, and everyone who enters the community can get a copy, or put them in high-end consumption places.

In promotion, it is necessary to improve the visual effect of product display.But it's not enough just to improve through display.In order to convey a strong visual effect, directly stimulate consumers' desire to buy, and satisfy consumers' shopping fun and enjoyment, the layout of clothing stores should be clear to consumers at a glance.The advertising techniques described in this chapter can provide a better guarantee for the smooth opening of the store and play a role of icing on the cake.
(End of this chapter)