Run a profitable clothing store

Chapter 54 Issues to be aware of when expanding a store (2)
People who run a clothing store always hope that customers will pay after trying them on. If customers don’t buy after trying them on a few times, they will inevitably feel annoyed and their attitude will obviously be bad.This mentality is very wrong.Store clerks must remember: customers take the time to walk into your store and try them on, which is already giving you a lot of face, especially for new stores.Because, a customer in a store is trying on, no matter whether he buys it or not, it has already brought popularity to the store, and people passing by will take a second look. 3. Market concept
To establish a market concept is to require clothing store managers to understand the market, face the market, and develop the market.To understand the market is to understand the market supply and demand situation; to understand the situation of competitors, so as to "know yourself and the enemy, and win a hundred battles".Pay close attention to market development trends, and strive to discover new market demand levels and areas.Developing a new market can avoid direct competition with powerful competitors, so that one's own clothing store will be in a relatively favorable competitive position after entering the market.

Make a reasonable profit plan

Clothing store target profit planning is one of the scientific management methods of modern enterprises.It conducts scientific prediction, control, and planning of the optimal profit that the clothing store should achieve through efforts in the future, that is, the target profit, and grasps its influencing factors and changing laws to provide managers with decision-making information.

The main method used by clothing stores for target profit planning is cost-volume-profit analysis.This method fails to plan and control the business activities of clothing stores through the relationship between business volume, cost and profit.

The target profit must be feasible, objective and instructive, and it must reflect the best profit level that can be realized in the future, neither too high nor too low, advanced and reasonable.The target profit planning must be objective. When planning the target profit, it must be based on the actual situation, technical conditions, and market environment of the objectively existing clothing store. It must be based on actual parameters.Target profit planning is instructive. Once the target profit is determined, it cannot be changed arbitrarily, because it is determined through repeated calculations. It has guiding significance for future work and plays a stipulating and restricting role in the future development of clothing stores.Clothing stores should organize and implement the target profit in a timely manner, provide conditions for achieving the target profit in terms of output, cost, price, etc., and implement it carefully to ensure the realization of the target profit.

Realizing capital preservation and maximum appreciation is the ultimate goal of clothing store management and financial management.The root of value preservation is value appreciation. Without value appreciation, it is impossible to realize capital value preservation.In the environment of market competition, in order to achieve capital preservation, it is required that the appreciation rate of capital (first of all, assets) should not be lower than the average level of the market.For the purpose of capital preservation, clothing stores are required to fully consider the owner's profit expectations when planning target profits.Of course, from the perspective of the owner, this profit goal is first of all the concept of after-tax profit.

Precautions for branch development

It is very simple to develop branch stores, that is, the same owner invests in two or more stores and operates as sole proprietorship.Since there is only one boss, it is more convenient for management and control, and the operating income does not involve the issue of how to distribute it with others. However, there are many disadvantages in developing branches. Clothing store operators need to pay attention when developing branches.

1. More investment

Each branch has to invest by itself, the capital demand is high, and the cost of investing in it cannot be recovered in the short term, which will seriously affect the speed of clothing store expansion.

2. Management talent bottleneck
It may not be a problem for an excellent boss to manage one store well, but to manage two or even more stores well, he must rely on others—usually the store manager.Expansion depends first on the human factor.If you have enough and suitable talents, of course you can open a branch by yourself; if you have suitable talents around you, you can open a branch in partnership or joint stock.Otherwise, you can only rely on franchising—don’t expect yourself to be able to manage multiple stores by yourself.

3. Management status
Is the management level of the old store in place? Is the operation stable? Is the management enough cash to cope with the competition?If you can't even manage your own store well, opening a new store is called a double risk, attracting investment and joining is called digging a hole, and a partnership is called pulling back the back, all of which are not advisable.Only after you have fully studied the management, can you expand successfully.Of course, the investment promotion model has a higher demand for management—not only management, but also training; not only business management, but also brand operation management, etc.

Small and medium-sized clothing stores also need to be particularly cautious when choosing to expand their stores, especially in locations where other clothing stores already exist. They must consider whether they can bear the losses caused by the initial construction, and whether these losses can be covered by the profits of other stores. Make up etc.Specifically, we can pay attention to the following three aspects:

(1) From the point of view of the management model of the branch, the focus should be on the management standard, and the behavior of employees should be regulated by the standard, because at this time, not only the behavior of the employees in the branch must be regulated, but also the behavior of the employees in the head office must be regulated to ensure that the head office The strength of the management and support of the branch.

(2) The focus of the branch is to achieve the business goal of expanding the market and the safety of funds and properties.To expand the market, marketing planning should be carried out simultaneously with the main store, instead of doing things independently, and the branch stores should do their own thing.Therefore, the sales plan of the branch must match the sales plan of the head office, including price policies, promotion policies, etc., should be carried out under the guidance of the head office.Of course, branch stores should also come up with their own plans, but this plan must be in line with the strategic goals of the main store.The sales area of ​​the branch store should also be clearly delineated to avoid fighting with one's own people in the area.

(3) The key to how to employ people is to reward the framework of human resources under the development strategy of the head office, so the organization is the first problem to be solved.These include cashier issues in branches, and the supervision of cashiers in branches by the head office.Generally speaking, branch stores should be responsible for handing over the business funds to the head office every day.The key here is to design the cash register form and process of the branch.

4. Choose a good facade

This facade must be suitable for the style needs of the clothing you are dealing in.The facade is best designed to be similar to the original storefront. If there are major changes, the original storefront should be renovated uniformly.

The core competitiveness of clothing stores

In the past, people's understanding of brand was quality plus brand.Therefore, in brand operation, they are keen to invite film and television stars as image spokespersons.Film and television stars have appeared on the stage one after another, becoming the spokespersons of various clothing.This method has helped the brand to quickly increase its popularity to a large extent during a period of time.Even today, there are still many clothing brands keen on this.However, what we should see is that consumers have gradually got rid of the stage of blindly imitating celebrities, and they are more independent in choosing clothing brands.Those who hope to rely on, such as hiring a spokesperson to achieve a hit, have lost their effectiveness in the past.

We must re-examine the brand operation mode, and the investigation and research on the operation of many well-known foreign brands shows that personalization is the foundation for clothing brands to gain a foothold in the market.The personalization of clothing brands not only refers to the style of products, but also includes various aspects such as store style and brand image.Only when the product style, store style and brand image are consistent can the brand's personality be revealed.The emphasis on the style of the store is precisely a new trend that has emerged in the operation of brand clothing in recent years.

After product competition and image competition, in recent years, the competition of clothing brands has begun to upgrade to the competition of terminal stores.More and more brands have realized that stores can effectively expand the profits of merchants while bringing experience to consumers.Today, consumers generally add the store experience to their purchasing behavior when shopping.A good store atmosphere will undoubtedly increase consumers' determination to buy; otherwise, it will weaken it.The terminal store is like a mirror, and the problems in each core link can be reflected in the terminal store.In the future, the competition of clothing brands for terminal stores will become increasingly fierce. Whoever controls the terminal will control the market.

The corporate image recognition system CIS consists of three parts: concept recognition, behavior recognition and visual recognition.The clothing store is an important part of visual identity, and it is the most direct display of products and images.More and more brands have begun to establish their brand image through store terminals. This convenient form of publicity and promotion has brought distinctive clothing store designs to the surface.These constitute the characteristics of their respective stores, and also unconsciously convey the brand personality to consumers.It should be said that the store is not only a place for sales of clothing, but also a display of personality.The design style, props, lighting, etc. of the store all highlight the quality of the clothing and increase the added value of the clothing.

Clothing stores carry out secondary packaging and management of brands. This kind of packaging is more reflected in the grasp of elements other than clothing. To operate second-rate clothing, it is also necessary to build a first-class store.Of course, this approach is not what we advocate, and value for money is of course the best.

(End of this chapter)