How to run a clothing franchise store to succeed?

If you already know that those brand clothing companies have a high reputation in the franchise chain, then it is good to choose a brand that suits the taste, consumption level and development potential of a certain part of your consumer group. Their main difference lies in different products and different sales strategies, but they are still similar in management, which is mainly reflected in the following five core issues: the number of franchisees and retailers is generally single-point, goods can only be sold in one store and cabinet, and the number of times to change the display position is limited, and unsalable goods that cannot be returned to brand companies can only be digested in stores and cabinets. Multi-store operation is more flexible than single-store operation, and the speed of commodity circulation (delivery, replenishment, exchange and return) is usually controlled by the head office. Franchisees can apply to the head office to open branches in authorized business areas. It is suggested that after the first store and cabinet are identified as the main point of sale, the second store and cabinet should be selected as the channel of inventory sales, that is, specialized in inventory processing. In addition, goods can also be sold at the delivery point, redistributed and supported by diversion, such as goods transfer and transition. If you want to achieve a greater degree of commodity diversion, you must open three stores and three cabinets. Generally speaking, two stores are suitable for men's wear, and three stores are suitable for women's wear and leisure sports, so as to realize commodity diversion. During the season change, when the first batch of new goods comes on the market with the second and third waves of goods, some out-of-season and unsalable goods in the main store can be transferred to the second store and counter for sale, on the one hand, more and more goods will not be overstocked, which will affect the display image; On the other hand, there is no need for frequent discount promotions in main stores and cabinets, which will affect future sales. The product strategy of franchisees is relatively fixed because of the route style of brand clothing, and the delivery time after each order meeting is also arranged. What franchisees should ponder is to sell the goods to the most suitable consumers at the best price and get the highest profit. The merchandise strategy of franchise stores mainly includes information management, merchandise management, merchandise adjustment management and promotion management. Commodity management refers to grasping the quantity of commodities, classifying and analyzing commodities, focusing on management, and managing them at the initial, middle and final stages of sales to adapt to the changes in the market. Although the consumer groups and tastes of franchise stores have been investigated and analyzed at the time of site selection, it is still necessary to re-analyze them regularly and arrange the corresponding commodity sales according to the commodity purchase plan. When arranging the corresponding goods, we should consider the following questions: 1. What are the main products for sale? Is the proportion of the whole store business ideal? So, does the salesperson know the characteristics of the product? Finally, do business people fully understand their consumer groups? That is to know their own brand goods, brand prices, brand customers in the new point of sale price tolerance. The management of goods transfer refers to the management of goods transfer and handover. When franchisees have more than two sales points, they can transfer the goods from one store or cabinet to other stores or cabinets when the goods are out of stock in daily sales, and redistribute them at different sales points after regrouping in large-scale holiday promotions or season-end promotions. Promotion management means that franchisees can improve their sales performance through activities such as listing new products at headquarters, promoting designated products and promoting their image. Franchisee personnel management Franchisees are usually managed by franchisees themselves or managers hired by them. Store management focuses on the management of shopping guides, commodity management and display, and whether the management of shopping guides is appropriate or not is directly related to the sales performance of stores. Here are some important points to note: first, recruit the right shopping guide. In terms of image temperament, men's wear brands have higher requirements for shopping guides. In terms of being good at dressing up and grasping fashion, the requirements for female brand shopping guides are relatively high. In terms of vitality and appeal, leisure sports brands have higher requirements for shopping guide; Secondly, the daily, monthly and annual job responsibilities are listed in writing as a complete work list, which is provided to the store manager and the shopping guide as the business standard. Daily work includes shop opening, cleaning, commodity management, sales performance statistics, replenishment and store closing; Monthly work includes performance statistics, commodity inventory, production scheduling and distribution; The whole year's work includes purchasing goods in different seasons, changing display and decoration, discount promotion and training. Thirdly, implement the regular training for store managers and shopping guides of brand clothing companies, and conduct quarterly product knowledge and sales skills training before the new products go on the market. Usually franchisees should always motivate employees and hold two-way communication meetings every day. Then, by setting the commission rate and sales indicators to promote sales, the incentive commission plan and performance appraisal are formulated to fundamentally attract employees to improve themselves and stabilize their work. Finally, cultivate the ordering ability of the store manager. The inventory management of franchise stores is very strong because of the fashion trend of the clothing industry. Although the out-of-season clothes in your store may be new products listed in other stores, your fixed consumer groups have already identified them as out-of-season clothes. Commodity inventory has always been a big stone in the hearts of franchisees. In the sales process, it is necessary to properly monitor and choose the right time to go public. Since the franchisee has chosen a brand to join, it is natural to determine that this brand is suitable for some consumer groups in the local market. However, due to the influence of social culture, unpredictable things often happen. This is an external factor that is difficult to control, but franchisees should practice their internal strength, often revise the traditional thinking of managing goods, prevent and deal with inventory problems predictably, and formulate sales plans, listing cycles and the ratio of storage to sales in order to reduce inventory. After all, it is better to plan carefully in advance than to deal with trouble afterwards. Multi-brand development of franchisees In today's market competition, brand clothing companies will develop brands suitable for another age group on the basis of the basic maturity of the original brands. Some brand companies have newly developed and operated two or three brands, and also introduced preferential policies to encourage existing franchisees to join new brands. Brands also have long-term, mature and declining periods. The advantage of joining other brands of the same company is that new brands can quickly occupy the market by using the sales channels of the original mature brands, and franchisees can open new sales points. If the original store is large, they can increase the number of employees on the basis of the original store staff.