Three model articles on brand clothing marketing planning

Brand clothing marketing plan model article 3 introduces different theme marketing strategies every year, which can more actively establish consumers' recognition of brand image. Therefore, the annual clothing promotion plan combined with marketing strategies will make the brand image stronger and consumers' goodwill towards the brand increase. So how should the plan be planned? The following are the contents of three sample articles on brand clothing marketing planning that I have compiled for you. I hope I can help you. Welcome to read!

Brand clothing marketing plan 1 1. Marketing background

slogan

Girlfriend, enjoy what you enjoy, just be yourself.

target group

Positioning/kloc-young fashion women aged 0/8-29, this group has a certain economic foundation, strong desire to buy, fashion personality, dare to try new things and pursue themselves.

Brand concept

Clothes are a supporting role, and those who wear clothes are the protagonists.

Brand background

Girlfriend has been making women's wear for 10 years, and the headquarters is in Beijing. 108 has branches all over the country, and has a certain popularity and stable customer base in the market.

Second, the market analysis

A. Market environment analysis

Fashion clothing has gradually become the dominant clothing industry. As far as the women's clothing market is concerned, the women's clothing market has always been the first in the clothing market, leading the fashion and trend, and is the representative of fashion and personality. The frequency and amount of women buying clothes are the highest among all clothing consumers. Who wins women's wear and who wins the world? Say it.

B. Product analysis

Take the trend and fashion as the leading factor, and position the younger generation of consumer groups!

C. consumption analysis

The clothing consumption of the younger generation is mainly fashion and trend clothing, and the consumption mode is simple and convenient.

Third, the strategy analysis

A. Price strategy

We adopt the membership points system and the sales model of no bidding and no bargaining, which provides more convenience for our younger generation.

B. Channel strategy

Official website sales combined with physical stores.

C. Promotion strategy

1. Customers who spend all their money in 200 yuan can apply for membership cards for free.

2. Membership points system: All members who spend money in our store can enjoy points activities, and adopt? One yuan and one integral system? , members can enjoy triple points and 8.8% discount on their birthdays (special products enjoy points activities and do not participate in discounts). Points can be exchanged for gifts during the annual celebration, and the points will be cleared once a year.

This month coincides with the tenth anniversary of my girlfriend. While enjoying the above two kinds of preferential activities, you can also enjoy vouchers for shopping 188 yuan, vouchers for shopping of 288 yuan in 20 yuan, vouchers for shopping of 388 yuan in 30 yuan, etc., with the upper limit of 1088 yuan.

Brand clothing marketing plan II. Marketing activities during traditional festivals

There are many traditional festivals in China, such as Spring Festival, New Year's Day, Dragon Boat Festival, May Day, November 1st, June 1st and Christmas Day. Different festivals should take some promotional activities, which is necessary because people have more time to spend and shop in these festivals. In addition to the above-mentioned activities during the festival, the most important ones are the following.

1. Clothing store promotion: shopping lottery.

There are many people on the festival, and many customers are very relaxed. If it is during the celebration, as long as you can participate in the lucky draw, the focus of this activity is the setting of prizes. Can customers who have no desire to buy prizes be willing to buy and get lucky draw opportunities? This is what the shopkeeper needs to consider. It must be kept in mind that bonuses can be set higher and profits can be controlled by winning percentage.

2. Clothing store promotion: all new models are discounted.

Customers are always interested in new styles. During the festival, everyone concentrates on relaxing. If there is a new model and there is a discount, of course, as long as it suits them, they will buy it. Therefore, the store will reserve some new models on holidays, and you can mix and match some old models while taking the new ones. Never mind that one or two customers say that you use the old ones to make up the new ones, because you can never satisfy the tastes of ten people, not to mention thousands of different consumers in Qian Qian. The purpose is obvious, that is, to drive old models with new promotion methods. Of course, the proportion of new models should be well grasped.

3. Clothing store promotion: ultra-low price sale

4. Clothing store promotion: holiday consumption points exchange promotion.

It is in these days' festivals that the points exchange activities consistent with the value of RMB are held, which is similar to the activities of giving away when it is full, but this is a concept of converting money into points, with different concepts but the same purpose, stimulating consumption and arousing the impulse to continue consumption. There are also two ways to set the level of this point. First, as long as you have enough points, you can redeem the corresponding products. The advantage is that the threshold of points is lower, so that many people can enjoy such exchange. Second, you can set different points redemption rules, and the products redeemed at each level are different, but the gap will not be too big, which is conducive to customers' comparison mentality. Of course, all the prerequisites are the reasonable setting of the integral level and the grade of the given products, and whether it can arouse customers' desire to continue to realize the integral.

The main purpose of this activity is not to make a profit, but to attract customers into the store. As long as there is popularity, there will be sales. This activity should be based on the products in stock or the original price of the manufacturer or even regardless of the cost. The promotion price is not regular. As long as there are people, it is worthwhile to pay some for the special price. Of course, the grasp of this quantity depends on the owner, and there is also the grasp of the time period. When there are the most people, there will be unexpected results. Do what you can according to your ability. Don't do this.

5. Clothing store promotion: buy one get one free.

As for this? One? . I think we should give different products according to different festivals. In fact, the price of this gift is included in the price of this product, or we can give the gift at a certain discount price. That is, the original price has not changed, but the price of the gift is equal to a certain discount price. In business, since it is business. There must be a reason.

2. Clothing store promotions during the season change.

Every year when the four seasons alternate, all the shopkeepers are very busy. If the clothing is not cleared in time, it will directly become a bad asset. In order to achieve this goal, shopkeepers generally take the following clearance methods.

1. Clothing store promotion: one-price pile clearance.

This method is suitable for the end of the season when new styles begin to increase, and many seasonal ones are basically immobile. As for the timing, it is entirely related to the local climate and the time of changing seasons, and the owner can grasp it himself. The advantage of this activity is that all the goods that should be cleared have been cleared. As for how much you earn, don't work too hard. Think clearly about one thing, that is, if you miss the clearing season at the end of these seasons, maybe the next year will be a pile of garbage. Therefore, the first-line women's clothing still warns the shopkeeper to make your money alive. Pressing goods is not a skill, but realizing it is the magic weapon for your development.

2. Clothing store promotion activities: ultra-low price batch clearance

The advantage of this method is that under the condition that the prices of other clothes have not changed, you can focus on clearing some clothes with similar prices, you can set up a big cart, or you can set up a special area in the store. If the clearance is not good, the price and goods will be adjusted. If the customs clearance is good, the goods will be cleared in batches and stages. Of course, the price fluctuation of other clothes that can be sold during the clearance period should not be too big, because as long as it gives customers a sense of price difference.

3. Clothing store promotions: free when full.

The first-line women's wear of this activity can be used at different times. I think it is necessary to publicize it in a big way, and we must use good news in the eye-catching position of the store. As for how much to send, it depends on the owner's own consideration. The main purpose is to buy a lot of goods. This activity can also be divided into two ways, one is to send a few pieces when it is full, and the other is to send them when the total price is full. But the point of this activity is not to make customers feel that what you sent is worthless, which may also make customers feel cheated. So think twice about what to send. Remember.

4. Clothing store promotion activities: negotiate store segmentation and price sharing sales.

We can promote clearance at different prices at the end of the season. Specifically, it is to display and sell clothes with similar prices in different regions, and then price them uniformly. When selling, you can also use discount publicity. As for the grasp of the price, it can't be just right, it should be across the board, and good goods are not easy to go. As for the distribution of the price ladder, it is better for women to have different ladders, because customers can find clothes within their own consumption price range at a glance. To do this, it is necessary for shopkeepers to reasonably allocate the display and price range of clothing at different prices.

5. Clothing store promotion: the whole store sells clothes at a discount.

Keep the discount at? Earn less? In this concept, customers can be attracted by the big posters of the end-of-season clearance in the commodity store at the door of the store. There are many advertising slogans, such as X-discount for the whole audience, big clearance at the end of the season and discount. Of course, the proportion of this discount has to be decided by the owner himself. This discount method is suitable for shops with fixed prices. As for the bargaining clothing store, you can use one of the following methods.

Brand clothing marketing plan 3 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 the students are the 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.

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.

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