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What is clothing marketing?
Clothing marketing means that on the basis of in-depth analysis of the characteristics of the clothing market, starting with the core concepts of marketing, combined with the characteristics of clothing enterprises, through systematic research on the whole process of clothing marketing, it reveals the operating law of clothing marketing management, helps clothing marketing practitioners to establish modern marketing concepts, and grasps the systematicness and regularity of the whole marketing process, thus guiding the marketing practice of clothing enterprises.

Clothing marketing method 1. Understand the company's annual market development plan

To understand the company's annual market development plan, we should mainly understand the following aspects: increasing the number of stores; How much is the area of a single store expanded; A plan to increase the growth rate of single stores; Discount promotion, gift giving, VIP customer management plan; Regional positioning plan; Price adjustment scheme; Advertising and media promotion plan; Last year's quarterly data, etc.

Clothing marketing method II. Understand the designer's overall design scheme for the new season products.

When fashion designers design products for the new season, what exhibitors should do is not to wait, but to know the fashion designers' ideas and progress in time, and at the same time start the terminal display planning for the new season.

Clothing marketing law iii. Understand the fabric ordering and production progress in the new season.

There are usually many kinds of fabrics ordered by brands in each season, and sometimes the quantity will exceed 100. In addition, the composition of the fabric, the order quantity, the arrival date and the design direction of the fabric are all information that exhibitors must master. It is impossible to remember all this information by brain alone, and it is impossible to distinguish it by color and pattern. Exhibitors should communicate with other departments according to the company's unified number to improve work efficiency and avoid unnecessary troubles. With this information, the overall layout and conception of the store came into being when the product series came to market and what fabrics and clothes the store consisted of.

Clothing marketing method four, understand the new product listing plan, color integration.

In the process of exhibition planning, there is a very important procedure, that is, color integration of hundreds of fabrics. Didn't the fashion designer already have a color scheme when designing clothes? Yes, fashion designers must have a color scheme when designing clothes, but there is only one. As an exhibitor, it is far from enough to have only one matching scheme, because the matching scheme of fashion designers may not be able to cope with the actual situation of all shops, nor may it be recognized by the market. At this time, the first reaction is to promote sales by changing the display, which is also the time when the second and third plans prepared by exhibitors show their talents.

Clothing marketing law 5. Understand the quantity of ready-made clothes in stock in the current quarter and the progress of reduction.

There are two kinds of ready-made clothing inventory, one is the best-selling inventory with good sales volume, and the other is the unsalable inventory with poor sales volume. Don't worry about the best-selling inventory, the key lies in the unsalable inventory. How to recombine these poorly-sold styles with the new season's goods and promote the sales of unsalable inventory is something that exhibition designers must consider. Exhibitors have the responsibility to reduce the clothing inventory for the company through their own secondary display collocation and combination design. For example, increase the matching of tops and accessories, and increase the matching of pants and the role of accessories.

Clothing marketing method six, understand the inventory fabric and reduction schedule.

Enterprises may buy a large number of fabrics that were very popular in that year, which is likely to lead to a surplus of fabrics next year, and enterprises will continue to design and produce the remaining fabrics into best-selling styles. What exhibitors need to do at this time is to master the number of these surplus fabrics, judge the production situation of this garment through the number of surplus fabrics, and make corresponding exhibition plans. In addition, some surplus fabrics that were difficult to sell in the past also need exhibitors' attention, and enterprises may redesign them into new styles, re-process and dye them or use them as accessories for clothing. In short, exhibitors should know their trends, because one day, they will become finished products and an indispensable part of this season's clothing series, and planning their display methods in advance will determine whether these stocks can be perfectly integrated with the new season's clothing series.

Clothing marketing method seven, understand the progress of accessories development orders in the new season.

The development of accessories is usually done by fashion designers, but many domestic fashion designers do not have such ability and energy. If the company does not have a department specifically responsible for the development of accessories, then this work should be undertaken by the exhibition department. As for the reason, it can be summarized in one sentence: "A clever woman can't cook without rice". Without accessories, it is difficult to make the display excellent.

Clothing marketing method eight. Collect brand information

The brand information mentioned here includes shop layout, elevation, real-life photos, and statistical details of props classification (models, display racks, goods bars, suppliers, responsible departments, etc.). ). With the development of the brand, there are more and more stores, the layout of each store will change, the display equipment such as props and models will be constantly adjusted, and the information of exhibitors will be updated, because these props are an important tool for exhibitors to interpret the dreams of fashion designers at the store terminal.

Clothing marketing method nine, understand fashion information.

The most important feature of fashion is constant renewal and change. No change, no fashion. One of the purposes of the exhibition is to show these changes accurately and clearly. The plan and technology of the exhibition should also aim at raising the popularity.