Marketing planning scheme of clothing store

Five marketing planning schemes of clothing stores

In order to ensure that things or work are carried out in an orderly and effective manner, it is often necessary to prepare a plan in advance. This plan is a written plan, which is the detailed rules and steps of specific actions. What formats should I pay attention to when writing a scheme? The following is my clothing store marketing planning scheme for your reference, hoping to help friends in need.

Clothing store marketing planning scheme 1 1, activity planning

(1) Theme of the activity

New shops, new gifts and new fashions.

Xintiantian fashion

A new fashion store is a good gift for meeting each other.

(2) Activity time: during Chinese Valentine's Day.

Activity cycle: from the opening date 10 days (the key is the first 5 days)

Choose Saturday or Sunday, preferably a holiday.

(III) Activity objectives

People from all walks of life aged 25-40;

This activity will also attract some male sexual consumption through promotional gifts's choice.

Second, the preparatory work

1. All employees in our store are very familiar with the theme and form of this activity;

2. During the activity, shopping guides, promoters, executive directors, etc. Arrive at the post in advance to make sure everything is ready;

3. Place theme posters before business every day to see if there are other promotional materials and promotional gifts;

4. DM or other leaflets are placed in the store for customers to collect (published in the enterprise);

5. Set up a business promotion activity area and a business publicity desk, with a special person in charge;

6. Special person is responsible for material preparation: banners, posters, newspapers and promotional gifts;

7. Put away the theme posters and other images after business every day;

8. Pay attention to sorting out and input the information of consumers holding VIP cards into the computer for filing in time.

Company headquarters supply:

A responsible for the design of all advertising pictures, posters, Yi Labao, banners and gift packages for this promotion;

B the franchisee is responsible for the coordination, implementation and supervision of the new store opening promotion plan;

C the store manager is responsible for counting the number of gifts and tracking their distribution;

D supervise and be responsible for the implementation of the promotion plan, and determine promotional gifts, VIP cards, opening carpets, picture books, corporate newspapers, etc.

E. The regional manager is responsible for supervising the implementation of terminal gifts and activity materials, following up, guiding and supervising the promotion activities, and evaluating the promotion effect.

Third, create the atmosphere of the terminal building.

(A) the principle of creating an atmosphere

1, closely combined with the theme to form the theme expression;

2. Highlight the sense of grandeur and visual effects;

3. The brand logo appears in all promotional materials, highlighting fashion and corporate culture;

4. Appear in a unified brand visual image, reflecting the norms of brand operation.

(2), activity planning

1, surrounding blocks

Publicity shops along the street and along the main roads in the city;

Street signs near store b;

DM distribution in commercial concentrated areas and key blocks;

If you want to dance with wolves, _ _ must first become a wolf. This year's May Day holiday market is also a piece of fat that all enterprises must strive for. So we must win by surprise. On the one hand, we sit down and calmly analyze the market background and recognize our own position; On the other hand, we should also be prepared for the last fight.

I. Market Status and Analysis

1. Market background

(1) There is fierce competition in the field of casual wear all over the country.

There are more and more leisure clothing enterprises, and businesses are constantly emerging, which carve up consumers' wallets and occupy the leisure clothing market.

(2) The product structure is similar, but the old brand has the upper hand.

At present, although the product structure of several casual clothes is similar, they are mainly old brands. The reason is that their market is rich.

(3) brand image synthesis

There is still a long way to go from advertising, marketing level, brand appeal to consumers' preferences.

Because the clothing structure and even the brand image of each brand are very similar, there is bound to be a fierce price war in May.

Consumers' awareness of casual clothes has increased rapidly. They not only look at products, but also pursue price ratio.

2. Competitors (Wenzhou)

The first army: Bang Wei and Gao Bang, they are leading brands; Second Army: Mason and Baird are strong brands; Italian Danu of Birds in the Woods and The Third Army.

Features: high brand awareness, strong enterprise strength and large advertising investment. Implement localization strategy, reduce costs and enhance competitiveness.

3. Consumer situation

Consumers recognize casual clothes, with 78.89% regular buyers and 8. 15% occasional buyers, and only 2.96% never buy them. But the age structure is obviously small.

Characteristics of consumer behavior: emphasizing price, but the concept of brand added value is vague. But some consumers have realized this.

4. Market performance of _

The popularity and reputation are not very high. Have a certain market share, especially in the southern market. And this year's product development is still competitive. Although there was a good performance of special price some time ago, the comprehensive strength performance was not outstanding.

Conclusion: The market potential is huge, and the task of guiding consumers through educational transformation is extremely arduous.

Consumers have been cultivated into the habit of consuming casual clothes, which is completed by several brands. In the long run, a considerable number of consumers will have a tendency to change their tastes, which has great market potential. However, educating consumers is a long-term and gradual process, and birds in the forest have a long way to go.

Most importantly, how to let consumers know the real famous brand is particularly important. We must use the opening of new stores and a series of brand promotion activities to express the brand connotation of birds in the forest and achieve a sensational effect. _ _ There are many problems, but there are also many variables. As long as the direction is right and the work is in place, there will be good results. Two of them are very important: first, the function and quality of the product are very good, but it has not been well spread. Second, the influence of birds in the forest is not great, but it makes people feel very close. It can be said that risks and benefits coexist, and opportunities and challenges coexist.

Second, the purpose of the activity

1, fully demonstrating _ _ unique personality charm.

2. Improve the reputation of _ _.

3. Take _ _ stores in Wenzhou city as the source effect to drive the sales of specialty stores in surrounding areas.

4. Promote the development of _ _ in the market.

Step 5 increase turnover

6. Increase social welfare

7. Enhance the cohesion of all employees of the company.

Third, the theme of the event

Activity theme: fiery May, another day.

Fourth, the slogan of the event

Campaign slogan: Are you on fire? Meaning:

(1) Consumers should abandon the old consumption concept and re-select the consumption object;

(2) Consumers should choose new brands for consumption, and it is time to change;

(3) When the summer heat comes, add some cool clothes;

(4) Let consumers fully display their personalized consumption.

(5) reflect the new listing of _ _ summer clothes;

(6) Reflect that _ _ is constantly improving itself.

Verb (abbreviation for verb) activity place

Location: All _ _ stores

Duration of intransitive verb I-word

Activity time: May 1 to May 15.

Seven. activity

(1) T-shirts are bundled for sale, and movable packaging is designed.

(2) All key activity areas are packaged in three dimensions.

(3) Make use of 20 yuan special clothing and current main clothing to sell organically.

Note: The specific sales methods are provided by the Ministry of Commerce and the Ministry of Planning.

Eight, advertising strategy

As this activity is a routine strategy activity and a prelude to the activities in the second half of the year, the focus of this activity is not on the content of the activity, but on the operation of the media. Therefore, the quality of this media release is particularly important. In addition, when new products go on the market, we should try our best to push the functionality and practicality of the products.

(1) advertising creative principle: rational appeal is the main one, supplemented by emotional appeal.

(2) Media selection

This activity is mainly used to promote the terminal layout, and then the media will not need to promote it.

(3) Soft advertising

A) Publish news and soft advertisements in the form of news on Wenzhou TV and cable TV.

B) Publish news in several major local newspapers in Wenzhou.

(4) Soft advertising theme

Launch the promotion activity of "Cool Summer" in an all-round way.

(5) Advertising language

Are you angry?

B) You should be angry.

The proletariat of the world unite.

D)__ Fashion Service Area

(6) Advertising appeal target: consumers who pursue fashion; Consumers with lower incomes; Consumers who are tired of staple food.

(7) Advertising performance strategy: new, accurate and clever.

(8) Shop terminal layout

The whole tone is rendered in red or pink, creating a strong political atmosphere to express the atmosphere of May Festival. In addition to the routine arrangement, this activity should also pay attention to the details, such as drawing a sign of sickle and axe on the face of the salesperson. When a salesperson meets a customer, he should ask, "Are you angry?" Store music can play music of the Internationale and other genres.

Nine, the cost budget is not considered for the time being.

X. comprehensive comments

At present, the Wenzhou market has been filled with smoke, and it can be expected that this price war will continue in May this year. If that's the case, it's actually good for _ _, because it will give Bird in the Woods and other brands a brand position. But if it lasts too long, both sides will lose, so _ _ must make plans early and slowly but surely. These activities must be systematized and standardized.

Marketing Planning of Clothing Stores Part III: Opening Promotion

When everything is ready, we are ready for the official opening ceremony. On the opening day, some promotional activities will be held. Promotion activities can be gifts, such as toys and dolls. At the same time, some leaflets were distributed in the surrounding communities.

Second, the display of clothes.

The exhibition is divided into boys' area and girls' area. Recommended seasonal clothes should be worn on models or hung in a golden position. When stacking, use 2-3 pieces of clothes to stack the patterns on the clothes. For example, a piece of clothing has a little dragon logo, and three pieces of clothing can be folded on the head, trunk and legs respectively. Hanging clothes should be well matched with underwear, sweaters, down and trousers, just like real people wear them. In order to make clothes spiritual, you can put the cuffs of your coat in your coat or trousers pocket. The trousers should be printed with plain paper and the legs should be bent upwards. The more dynamic and real it is, the more it can arouse customers' desire to buy. Full-body models should wear underwear, sweaters, coats, pants, etc. Just like what they were wearing. Full-length models can be put in the window. And turn up the neckline, cuffs and hem to attract customers' attention. Girls can wear several skirts to give customers a feeling of elation. The counter should be displayed once every half month.

Third, the long-term development of marketing strategy.

1, principle: new goods should be put on the shelves every week.

2. Policy: Try to standardize all links so as to develop the chain in the future.

3. Service: training the basic interests of sales staff, service attitude and service purpose to customers. No matter whether customers buy clothes or clothes with little money, they should send them away with a smile and let them leave with satisfaction. Only in this way can we have a good reputation and repeat customers. On the premise of possible realization, meet the requirements of customers as much as possible.

4. Methods:

(1) Surprise of first visit to the store

Give away trinkets, pendants and toys for free. Ask them to fill in the long-term customer form (as a customer database)

(2) Increase the possibility of coming to the store next time.

(1) conveys the information that new goods are on the shelves every week.

(2) Use the customer database to give a little favor under some excuse, and let them come to the store to collect or inform the discount news.

(3) Satisfy shopping and make it introduce other buyers to the store as much as possible.

① Inform customers that large quantities or group purchases can be discounted. For example, if you buy 500 yuan and above at one time, you can get a 20% discount, or if you accumulate 1 0,000 yuan, you can get a 20% discount gold card.

(2) Introduce new customers. For example, for every new customer introduced, 50 yuan will send a shopping voucher to the recommender after the merger of 200 yuan and above.

(4) Irregular discount

People like to be greedy and cheap to some extent. You can also adopt the strategy of "buy one get one free when you open a shop" and "20% discount on our goods" (the delivery is mainly based on deferred futures, supplemented by out-of-season goods).

Marketing planning scheme of clothing store 4. Trial operation period

After decorating the storefront according to the company's regulations and placing the products according to the requirements, start trial operation and get familiar with the market situation, customer needs and customer psychology. Then, depending on the specific situation, it will open on a certain day and hold a celebration.

Two. Introduction to the Opening Ceremony of Aiyingduo Store

1. The opening ceremony of Aiyouduo Store and the activity of "Aiyouduo-Creating the World with Love" were held on the opening day.

2. The slogan of the activity is "Love Young People-Create a World with Love"

3. Purpose of the activity: to promote publicity by opening the business, so that the image of Aiyouduo Company can reflect customers and quickly shape the influence of Aiyouduo's local brands.

4. Activity requirements: Throughout the company's love culture and "love" appeal, the preliminary work should be prepared and put in place, and follow-up measures should be taken later.

Third, the opening should be prepared in advance.

1, information publicity: poster posting, publicity page distribution, local media placement (optional if conditions permit);

Promotional products: Yi Labao equipment, banners, pop hanging, poster posting, love card membership card and reward card equipment;

3, gift equipment: jewelry, koala bears and other small gifts;

4. Articles: exhibition boards, exhibition stands, gas molds, arches, audio equipment, salutes, firecrackers and invitations;

Four. Arrangements for the opening ceremony

1. preparation for the open day: hanging banners, placing arches, model airplanes, etc. And play music, post or prepare all promotional materials;

2. Announce the opening ceremony: salute, firecrackers, etc.

3. The opening promotion activities include the basic contents of the promotion poster:

"Love the young and love to come" activity

The first five customers will get a 50% discount on the opening day. In addition to small gifts and a bag of "diapers" or similar small items, you can directly become a vip member of the store;

B. On the opening day, all customers enjoy the lowest discount (the discount can be customized) and give gifts;

C, three days before the opening, the customer has a relative discount (the discount is self-determined).

D, babies born within one week of opening can be named free of charge with their birth certificates, and become the biggest preferential policy of "Love Your Baby, Lucky and Blessed" to enjoy loving your baby in future consumption activities, with small gifts on its centenary festivals and other festivals, and may become the "Fuwa Star" of the headquarters of Love Your Baby;

Verb (abbreviation for verb) Follow-up measures (running through the whole business activity)

A, find a happy baby who grows up with caring children, and will follow up every month.

B, find "Aixing Doll" (i.e. old customers) who pay close attention to Aiyouduo within one month after opening, conduct monthly follow-up, give gifts and introduce preferential policies within a certain period of time, carry out selection activities or reward their family photos, and publicize them in the store (measures can also be drawn up by themselves or jointly carried out with the photography center vertically).

C, set up various awards, encourage more customers who love children, establish close business relations, and spread the emotional business model and happy cultural connotation of loving children; Such as: Love Award, Happy Family Award, Happy Mother Award, etc.

Abstract of intransitive verbs

Franchise stores should attach importance to the opening ceremony, stimulate the consumer groups with the trend of "becoming an instant hit", make the brand image deeply rooted in the hearts of the people, and let love spread among consumers. Each store manager can also improvise and independently carry out a series of activities to move customers and promote business with love and happiness as the center!

Chapter 5 Marketing Plan of Clothing Store Enterprises have both successful marketing and failed marketing. Clothing enterprises should attach importance to marketing strategy.

I. Nature and content scope

Sales service industry, the main business is to sell campus clothing, fashion clothing, unique clothing suitable for college students, campus sportswear.

Second, the market background

In Beihai Campus of Guilin University of Electronic Technology, students can buy almost everything except clothes without leaving school. That clothing store is a blank in school. In this context, the prospect of opening a student's own clothes-picking company is generally optimistic. The feasibility index of this scheme is relatively large.

Third, market research.

Most students support opening a clothing store on campus. There are two main reasons: first, college students have almost become a new force in fashion and trends, and buying clothes can be said to be almost commonplace; Second, the urban area is far from the school, so it is a waste of time to go shopping. It would be much more convenient if there were one on campus.

Fourth, the market forecast

Price forecast: students are the main consumers, and the price should be set at a low level.

Demand forecast: students' clothing is closely related to society. Except clothes, they are generally changed quickly and frequently with the seasons and trends. In addition, some popular clothes, such as jeans, are absolutely guaranteed to be sold at reasonable prices. And girls are the main force to buy clothes, so girls' clothes are the main products.

Verb (abbreviation for verb) sales plan

When everything is ready, we are ready for the official opening ceremony. In order to attract customers on the opening day, it is inevitable to hold some promotional activities, which are nothing more than discounts, gifts and lottery. At the same time, hand out some leaflets in the dormitory. The school is a little small, and students are the best advertising media. As long as the reputation of the store brand is well maintained, the publicity before and after the opening and after the normal opening can save many links and expenses.

Sixth, the choice of store location.

In the comprehensive building, there is a large flow of students, and there is a supermarket next to it. Many people go to buy from school, and the store accepts Shentong Express, so the location below the comprehensive building is good, and there are ATMs of two banks next to it, which is also convenient for students to withdraw money to buy.

Seven, investment amount analysis, monthly cost analysis

Rough calculation of initial cost

Rent: 1500 yuan/month, decoration fee: 1000 yuan, down payment for clothes: 5,000 yuan, and other expenses: 1000 yuan.

Eight. Investment income budget

Economic benefit evaluation: There are about 20,000 students in Beihai Campus of Guilin University of Electronic Technology, and the conservative figure can be set at 2,000. Even if the clothing consumption of these people is the minimum standard in 20 yuan/month, the clothing store has a sales income of 600,000 yuan per month. All the costs have been listed before, and it is calculated that the most conservative pre-tax profit of clothing stores will also be 40 thousand yuan/month. And from the risk analysis of the project, the risk of investing in clothing stores is extremely low from all aspects.

Social benefit evaluation: If the clothing store operates according to the normal budget, students will buy satisfactory clothes at the lowest price. This is a great contribution to supporting students' studies; Second, students save time to go shopping outside school; Third, and most importantly, it increases the school's income and provides students with opportunities to work and study.

Nine. Organizational form and employees

Clothing store is a small individual and private enterprise with free enterprise. Salespeople will recruit from students and use their spare time to work and study to exercise themselves.

X. Commodity selection and purchase channels

1, commodity selection

The brand is dominated by miscellaneous brands. Procurement should be marketable and appropriate, and a procurement plan should be prepared. Of course, it can also be modified during the purchase process. When purchasing goods, first go to the market, have a look, compare, ask, calculate and think, and then start buying. Sell as little as possible, and then buy in moderation. Because it is a new store opening, there must be many styles, giving customers many choices. Purchasing should be arranged on Saturday or Sunday every week as far as possible, which is just the opportunity for students to go out on holiday. And there will be a late attendance at Beihai Campus of Guilin University of Electronic Technology on Sunday, so students have no time to go shopping. There must be new products in the store every week, but only some new products are in stock and some are left for the weekend!

2. Purchase channel

Brand discount stores, online shopping, Taobao clothing wholesale market

XI。 Service principle

Whether students and customers buy clothes or buy clothes with little money, they should send them away with a smile and satisfaction. Only in this way can we have a good reputation among students and repeat customers. On the premise of possible realization, meet the requirements of customers as much as possible.