How should I run a clothing store? Please help me

How can I choose the store address?

When opening a franchise store, there are some considerations in choosing a store location and store size.

Store location: The most important thing when opening a store is popularity. It is ideal to open a store in a place with concentrated traffic. You can also choose to "settle down" on the clothing street and pursue economies of scale. As long as you run a small store with characteristics and add the brand effect of Auslett, it will naturally attract a fixed customer base.

Business area: Understand the flow of people in your area. The business scale can be large or small, but the small space cannot be too narrow. Otherwise, when there are too many customers, the store will be crowded and unable to turn around, which will be embarrassing. . Take Sister Gu's "Nobles" in a boutique women's clothing area in Beijing as an example. The business area is 33.8 square meters, and 26 exhibits can be hung on the walls on both sides. The store looks spacious and stylish. Sister Gu's personal experience is that the management of a clothing store The area should generally not be smaller than 20 square meters, and between 50 and 130 square meters is most suitable.

I want to know more about how to open a store?

Generally speaking, good store locations have some unique characteristics, which can be summarized by the above questions. These characteristics are:

(1) Areas with high frequency of commercial activities

This type of area is generally a commercial center or downtown area. Areas with frequent commercial activities will inevitably have higher turnover. Such a store location is the so-called "high-priced place". In such areas, logistics is fast. For the clothing industry, clothing trends are very fast. If the flow of goods is slow, the clothing may become outdated before it is sold. Therefore, clothing stores in areas with frequent commercial activities are The location is an excellent choice.

(2) Areas with high population density

If you open a store near a residential area, the population is relatively concentrated and the population density is high, people will come to the store relatively frequently and business will be easy to do. . In such areas, people of all ages and social classes are found. It will be easier to choose from selling various styles or types of clothing, and there will be more customers. Moreover, since the population flow is always very large, it is easy to grasp the daily sales, so the sales will not rise and fall suddenly, which can ensure the store's stable and generous income.

(3) Streets with high passenger flow

If the store is located on this type of street, the passenger flow is large, and there will be relatively many customers visiting the store. However, you need to consider which side of the street has the largest flow of passengers, as well as the impact of some topography or traffic, to choose the optimal location. For some places with a lot of passenger flow, but because it is a traffic artery and the passenger flow is mainly for commuting to and from get off work, it is not the best choice for the location of a clothing store.

(4) Areas with convenient transportation

Only if transportation is convenient will customers be willing to patronize and go there by car. Generally speaking, stores that have a bus station nearby or that customers can walk to in less than 20 minutes are optimal.

(5) Places where people gather or gather

For example, near entertainment venues such as theaters and cinemas, which sometimes attract people who are interested in leisure and entertainment to hang out in the store, there will be many people Will buy. Clothing becomes popular quickly and comes in many styles. As long as unique and popular clothing can be purchased, people will buy it if they cannot buy it elsewhere. Moreover, most of the people who come to such entertainment venues are young people who have a strong desire to pursue fashion. Therefore, opening a fashionable clothing store in these places will attract a large number of young customers who are following the trend.

(6) Neighborhoods where similar shops gather

For optional goods such as clothing, if they can be concentrated in a certain area or neighborhood, they will be more able to attract customers. Because there are many stores selling similar products, customers can have more opportunities to compare and choose here. For example, Kejia Lane in Chengdu is a gathering place for high-end clothing in Chengdu, and business is very popular. East Yulong Street is a leather clothing street. When the weather gets colder or winter is approaching, people who want to buy leather clothing come here to shop. , Needless to say, business is booming.

Generally speaking, an area with two or more conditions is a good location, and if it can meet all of them, it is the best store location. But locations with these conditions generally have quite high rents. Shop owners should not be intimidated by higher rents, but should carefully analyze how much benefit they can bring by investing this money. Generally speaking, as long as the concept of opening a store is right, it will be a high investment and high return, so you must be willing to invest in the store location.

In fact, the high rent of a good store location is not formed in a day or two, nor can it be raised arbitrarily. It is a contract formed between the landlord and the tenant in the long-term profit sharing competition. If the owner has no money to make, then no matter how good the storefront is, it cannot be rented out. It can be seen that although a good store location is expensive, the money earned under normal circumstances will always greatly exceed the rent, and it is profitable.

Therefore, instead of spending a lot of money to open a big store, it is better to spend a lot of money to find a good store location. Of course, high rents increase operating costs, and also increase operating pressure and risks. Investment projects must be carefully considered to see if the space can be a prime business. If you don't have diamonds, don't take the porcelain job. If you really don’t have enough initial capital and there are good store locations in other areas, it can still be profitable as long as you manage it properly.

How should I decorate my shop?

Facade decoration: Auslet's facade has a unified style. You can make special decorations that suit your own style according to the surrounding environment. The facade usually has floor-to-ceiling windows and several models placed so that people can see it at a glance from the outside.

The store layout is as simple and refreshing as possible. The clothes hanging on the walls are basically the recommended clothes of this season. Shelves are placed in empty spaces to hang clothes. If the space is not large, you can use a partition glass table in the middle instead of a shelf.

Lighting arrangement: Clothing stores are very particular about lighting effects. There are generally two types of lamps that need to be purchased in the store: warm lamps and spotlights. The light emitted by the heating lamp is warm and cozy, and will not change the color of the clothing, so it is suitable for lighting clothing; the light refracted by the spotlight is dazzling and beautiful, making the entire store bright, but it will cause color deviation in the clothing, so it is not suitable to be placed on the In the fitting room or in front of the fitting mirror.

Taking a 70-square-meter store as an example, it is necessary to purchase 20 heating lamps (each with about 40 watts) and 16 spotlights.

Coat hangers: There are a variety of hangers to choose from, such as ordinary hangers, rattan hangers, sitting hangers and iron hangers. Note when hanging: sweaters or sweaters are best hung on sitting hangers. Never use iron hangers, otherwise the shoulders of the clothes will be out of shape.

Arrangement boxes: Do not pile up all kinds of clothing randomly in the room. This will make the store look messy. It is best to buy some plastic organization boxes to store clothes.

Air conditioning: Equipped with an air conditioner so that customers will not be affected by the temperature when trying on clothes, no matter in summer or winter.

Is there any counterfeiting problem?

Oslite regularly conducts investigations in some areas. If an unauthorized store is found, Oslett will resolutely use legal weapons to protect the rights and interests of the company and its agents, so you can rest assured.

Are there any counterfeiting issues?

There are many similar clothes on the market today, and there is mainly a problem of counterfeiting. Therefore, if a store has a new model and it is not the peak sales season, it is best to "save" the clothes to avoid being counterfeited. . Coupled with the strong design power of Auslett, new styles of clothing are often on the market, and you don't have to worry too much about the clothing being copied and you have no selling point. The Auslet you are thinking of has been solved in advance.

When is the best time to decorate?

Renovation time: February and July are generally the off-season for sales. Merchants preparing to open a store should choose to decorate during the off-season. As soon as the renovation is completed, they will catch up with the peak sales season, which is conducive to the first shot.

What should I do if I have clothes in stock?

It is difficult to avoid product backlog when opening a clothing store, so out-of-season clothing must be disposed of as quickly as possible. Especially for large agents, even if they lose money, otherwise it will easily lead to insufficient capital turnover and affect the overall operation. Auslett has ten major backers as a guarantee. If there is excessive inventory, Oslite will have a complete solution.

What should I do if my clothes are accidentally damaged?

Sometimes customers accidentally damage clothes when trying on clothes or inspecting goods. However, such accidents are not frequent and generally do not affect normal operations.

How should I take care of my customers?

You must serve your customers sincerely. When customers ask about the product, you should answer enthusiastically:

--Sorry, the product you want to buy has been sold out. This product and It's almost the same, do you think it's suitable?

--This product is temporarily out of stock. Please leave your name and contact number and we will notify you as soon as it is available, okay?

--This product will be available in two days, please come back then to take a look.

--The ** (product) you asked about, please go to the third floor to buy it.

--Sorry, there are only red and white ones at the moment. In fact, these two colors are very good-looking, you might as well try it.

--Sorry, our store does not carry this kind of product, please go to ** store to have a look.

When a customer asks to try on some products that are not allowed to be tried on, the salesperson can politely reply:

--Excuse me, this kind of clothes is light in color and easy to get dirty. It's dirty, so it's not appropriate to try it on. If you're not sure about the size, can I help you measure it?

Never use the following language to customers:

--Why do you have so many choices?

--Hey, pick it up quickly.

--No need to choose, every product is the same.

--Whether you want to buy it or not, walk away.

--What are you doing, hurry up.

--Is it over yet?

--Don't ask, you are not suitable.

--You can't buy it.

--What to watch if you don’t buy it.

--No need to try it on, it won’t suit you.

--Have you thought about it or not?

--Buy it as soon as you can afford it, and don’t buy it if you can’t afford it.

--If you don’t want to buy it, don’t read it. There is nothing to see.

--Have you thought about it or not?

--Hurry up if you want to buy.

--What to shout, wait a moment.

--You didn’t notice that I was busy. Why are you so anxious?

--The busier you get, the more chaos you get. It’s really annoying.

--If you have trouble, don't buy it.

--You can really join in the fun.

--If you want to buy, say it quickly. If you don’t want to buy, step aside and be next.

As the saying goes: When there is a question, there is an answer, and the answer is the question. When responding to customer inquiries, salespeople must be enthusiastic, courteous, conscientious and responsible, and sincerely help customers solve their problems. Answering questions from the customer's perspective is the way to win.

How should I recruit employees?

The business performance of clothing and shoe and hat stores depends to a large extent on the quality and work performance of employees. Some clothing and shoe and hat stores often attach great importance to marketing plans, but because of neglecting store staff management, in the process of implementing retail plans cannot achieve the expected results. Therefore, employees are the foundation of an enterprise, and attracting good employees is extremely important.

In the sales process, store clerks play an important role in promoting goods, providing services, and promoting the image of the retail store. When selecting store clerks, emphasis should be placed on assessing their appearance, communication skills, general and professional knowledge, and loyalty to work.

When a clothing retail store receives the personal materials of applicants, it usually chooses certain test methods, including written tests, as the basic basis for selecting applicants. The recruitment methods for store clerks include written examinations. The basic purpose of selecting candidates is to test the knowledge level and general abilities of candidates (such as perception, memory, thinking, imagination, language, generalization, creation, etc.). The main purpose of interviews is to test candidates. The personnel's motivation for applying, personal qualities (such as mental outlook, appearance, character, honesty, values, etc.) and professional abilities in retail work (such as the ability to deal with people, observation ability), etc.

Dealing with many customers of all kinds every day is a basic feature of a store clerk's job. Store clerks must have abundant energy, good interpersonal interaction skills and high professional ethics in order to provide customers with satisfactory services. Therefore, when selecting store clerks, it is necessary to examine the following aspects of the applicant's qualities:

(1) Physical fitness. In order to match the image and product mix characteristics of the retail store, there should be special requirements for store employees in terms of health, body shape, height, age, gender, etc.

(2) Personality. Mainly based on the general ability, temperament, personality and other aspects of the candidates, the basic requirements for clerks include: studious and motivated, flexible thinking, strong observation skills, strong communication skills, quick movements, enthusiasm and generous, cheerful personality, honest and careful work and patience.

(3) Working ability. The examination of work ability can be carried out from aspects such as education level, product expertise, retail service skills, and work experience.

Employees are the vitality of a store. A good employee will bring an unexpected leap to the store's business.

A good employee should have good physical fitness, strong work ability and perfect personality.

How can I run my business well?

1. Determine the target audience, that is, which level of people you want to sell things to.

2. Competitor analysis: what is the competitor's business status, what are its characteristics, what are its shortcomings, and what is its positioning?

3. Estimating the flow of people and setting the scope of the business district.

4. When looking for purchase channels, don’t purchase too much at the beginning. Focus on more types and smaller quantities. After a certain period of time, you can purchase more goods if you understand what types sell well.

6. Incoming styles and prices.

7. Learn more about and pay attention to the latest trends.

8. Good after-sales service.

9. Treat people with sincerity and be trustworthy.

How to combat business depression?

1. Product display must be unique. The store has a small space and limited product display. Therefore, if you want to attract passers-by to stop and make purchases, you have to put more thought into the product display. It is best to change the merchandise display frequently to give people a refreshing feeling, so as to increase the merchandise turnover rate.

2. Create a sales atmosphere. If it is popular, it will naturally attract customers to your door. When no one is visiting, you have to sort out the goods and adjust the decorations from time to time. Never sit at the door with your legs crossed, which may cause customers who intend to come to the door to have a rebellious mentality or feel that the store's products are not of high quality.

3. Innovate and innovate in business operations. It is necessary to quickly reflect the popularity and "develop" special products to give customers the popular feeling of "if they don't buy it this time, they won't be able to buy it next time."

4. Cultivate customer loyalty with high-quality services. It's best to try to catch every customer who comes to your door. It’s best to remember the preferences of regular customers and proactively introduce products they might like. In addition, accepting individual orders from customers or adjusting goods quickly can also increase consumer loyalty.

5. Accumulated discounts. Customers who come to the store for the first time will be given a membership card. The second time they come, they can get a 10% discount on the products, the third time they come, they can get a 20% discount, the fourth time they have a 30% discount, and they can get a 30% discount on all subsequent purchases. In this way, you may earn less money at one time, but the store's popularity is enough to withstand the risks caused by the economic downturn.

How should I price my products?

Price is the most sensitive topic for customers when purchasing products. Generally speaking, people always want to spend the least money to do more things. Many stores have lost a large number of customers because of unreasonable product prices. Using people's shopping psychology to set prices is to avoid customers

1. Low-price penetration strategy

As a merchant, no matter what pricing strategy is adopted, the ultimate goal is to make money, which requires price The formulation must be based on cost, and it is impossible to sell below cost. Therefore, in order to maintain the advantage of price competition, we must start from the source, purchase directly in large quantities, reduce intermediate links, improve operating efficiency, strive for manufacturers to give profits and other measures, do everything possible to reduce costs, implement small profits but quick turnover, and win with low prices.

2. Use surplus to make up for vacancies

Use low prices to attract customers to buy a certain product in large quantities, and at the same time, make profits from related series of products. Currently, many "foreign supermarkets" set the prices of electrical appliances at very low prices to attract customers and make profits on various auxiliary equipment.

3. Flat head and low tail method

Just drop the "dragon tail" of the price slightly downward, giving people the feeling that it has dropped a lot. For example, a price tag of 198 yuan and a price tag of 200 yuan often give people the impression that they are at two different levels. In fact, the difference is only 2 yuan, accounting for only 1%.

4. Illusion pricing method

There is a supermarket that sells milk powder in 500g packages, priced at 9.30 yuan, and then launches a 450g packaged product, priced at 8.50 yuan. The sales are promising for a while, because of consumption Buyers are sometimes far less sensitive to weight than price. If you do a careful calculation, you will find that the unit pricing of the two is almost the same, and the latter is slightly higher.

5. Seasonal discounts

This is a pricing strategy that determines whether to give discounts and how much to discount based on the product's off-peak season and the time and quantity of consumer purchases. The "seasonal sales" launched by many stores fall into this category. Proper use of this kind of pricing can not only attract consumers, but also effectively adjust the situation such as low customer flow in off-season, so that the store can often be crowded with customers.

6. Psychological pricing strategy

In view of consumers' consumption psychology, many "foreign supermarkets" like to leave a small tail on the price when setting prices. Among commodities, only about 15% end in an integer. About 85% of commodity prices end in a non-integer, and the majority of prices end in an odd number. If a product is priced at 99 yuan, people will feel it is cheaper than 100 yuan. If it is priced at 101 yuan, people will feel it is too expensive. Compared with 99 yuan, the price seems to be on a higher level. Using psychological pricing strategies will give the impression that store prices are low overall, thereby achieving the purpose of attracting and retaining customers.

7. Others

When adjusting the price of a product, use a red pen to erase the original printed price and write the new price next to it in yellow handwriting. This method seems simple, but in fact it is It is also a strategy that takes advantage of customer psychology in pricing. The secret is: first of all, the original price is a printed number, which often gives people a feeling of authoritative pricing. The new price written by hand will make customers feel cheap. Secondly, yellow gives people a particularly cheap feeling. Marking the new price with a yellow pen makes it look very tempting to customers.

How do I promote it?

Promotion is the fastest and most effective way to increase popularity, but the premise is that you must understand the methods of promotion, otherwise it may be counterproductive.

1. Do a good job in publicity before promotion.

"The fragrance of wine is also afraid of the deep alleys". No matter how good the promotion method is, if consumers don't know it, it will only be "stillborn". Doing a good job of publicity before promotion is a prerequisite for promotion to achieve its goals.

Generally speaking, the radiation power of a store depends on its own strength. Promotional work outside the radiation range of the store can only be a waste of money and will not achieve anything substantial. role. Promotional publicity should be carried out within the radiation range of the store and targeted at target consumers.

For shopping malls with strong strength, TV advertisements and powerful media can be used to deliver information to consumers in an all-round and multi-channel manner. However, ordinary small and medium-sized stores do not need to "go to war" and distribute leaflets around the store to fully The corresponding purpose can be achieved by using resources such as in-store broadcasts, posters, and store signs, or using tools such as promotional vehicles. Nowadays, many stores' promotion policies are "gently come" and "gently go", which "can't make a single ripple" in the crowd, and naturally cannot achieve the purpose of increasing popularity.

2. Craft promotion policies

The reasonableness of the promotion method is directly related to the effectiveness of the promotion. When formulating the promotion policy, you must first conduct research on the target customer market. Investigate, have an overall grasp, and then formulate relevant policies in a targeted manner, so as to achieve better results.

(1) Use the charm of free gifts

McDonald’s stores are always packed every holiday. What is the reason for this? It turns out that what attracts diners is not only the hygienic, convenient and delicious fast food, but also the toys and gifts that are more attractive to children, each with different styles, creativity and novelty. The needs of the children have led to the consumption of the whole family. The children are happy to eat and get toys, and the parents are willing to spend more money. The cost of free gifts is not high. Due to the large quantity and low cost, fast food restaurants use a small amount of free gifts to bring huge returns.

(2). Point consumption

Now many shopping malls have launched membership systems and issued discount cards. When customers reach a certain amount of shopping in the store, they can get a certain rebate. . If you purchase 100 yuan in total, you will receive a rebate of 20 yuan, and if you purchase more than 200 yuan, you will receive a rebate of 50 yuan, which can be cashed in the form of physical goods or shopping coupons, attracting many consumers to come to buy, and effectively cultivating customer loyalty. The key to using several consumption promotion methods is to emphasize credibility, and the promised policies must be fulfilled so that consumers can get tangible benefits.

(3) Pay attention to innovation

Times are changing, but the promotions of many stores are "unchanged". Faced with the promotional advertisements flying all over the sky, consumers are more interested in "old faces" There is no longer a "cold", and the old-fashioned promotion methods have become "deaf ears", so the promotion methods must win with trust. Only the new can have vitality, and only the new can attract more consumers' "eyeballs".

"Donkey pulling a mill" - this kind of scene that can only be seen in rural areas, recently appeared in a newly opened restaurant in Beijing.

A bluestone grinding plate is fixed at the entrance. A gray donkey wearing a blindfold keeps circling around the grinding plate. The grains placed in advance will be ground into powder in a short time. If customers need it, the grains will be Processed into delicious delicacies. Moreover, there is a well not far from the mill, and the windlass set up above can draw water directly from the well. From time to time, curious people come over to try their skills, and there are many people taking pictures around the donkeys and wells. The idea of ??pulling a donkey into a restaurant has opened the eyes of people who have lived among high-rise buildings for a long time. It has also made the restaurant more popular and filled with customers.

Nowadays, there are more and more promotion methods, but only methods that meet the psychology and needs of customers can achieve good results. Generally speaking, stores should combine the nature of the product, the characteristics of different methods, and the shopping habits of consumers to choose the appropriate method, win with newness, and determine a reasonable deadline. But no matter which method it is, falsehood must be eliminated in the promotion process, otherwise it will damage the credibility of the store and "shoot yourself in the foot." At the same time, in the process of promotion, do not ignore the publicity in the middle and later stages. On the one hand, it makes consumers feel the credibility of the merchant's performance, on the other hand, it attracts more consumers' attention and desire to buy. On the other hand, it is important to enhance the The good image of the store creates a good reputation and in exchange for more customers.

How can I increase the popularity of my store?

1. Customers

To increase the popularity of a store, we must first know what the target market of the store is, who are the target customers, and who come to the store to shop. This involves Location issues to the store. If you don't even know who will visit your store, it is simply nonsense to increase popularity.

Products have product positioning, and stores should have store positioning. For example, star-rated hotels are positioned for government leaders, CEOs of enterprises and institutions, foreign guests, successful people, etc., while general restaurants are positioned for the general public, mainly catering to salary earners, students, etc. Naturally, the measures taken by both parties to increase popularity will be vast. The difference.

To increase store popularity, we must first combine the actual situation of the store and conduct a survey on the income status, consumption habits, purchasing methods, etc. of residents in the community to determine the positioning of the store. If the store is positioned as a mid- to low-end store, it should focus on selling mid- to low-end products, mainly targeting salaried people, students, working people, etc. There is no need to spend much energy on the high-consumption "white-collar" people, and it can even be abandoned. The main customers of maternal and child health product stores are married women. When considering ways to increase their popularity, they should focus on targeting these people.

Only after a store has a clear positioning can it better understand the needs of consumers, better satisfy target customers, and win their favor. Otherwise, if you scratch your eyebrows and beard, you will end up with nothing.

2. Convenience

The principle of convenience occupies a place in the 4C theory of marketing. In layman’s terms, the so-called convenience principle means that everything is done to facilitate customers’ shopping and increase the popularity of the store. This must be considered. .

1. Optimize the in-store environment to facilitate customer shopping

Relevant theoretical research shows that more than 70% of customers' purchasing behaviors are made temporarily in the store. Optimizing the shopping environment can not only attract more customers, but also stimulate customers to purchase, which is an effective way to increase popularity.

2. The placement of goods must be reasonable

It is necessary to create a comfortable shopping environment, ranging from the overall style and layout of the entire business hall to how each product is placed. All must be in line with customers’ shopping psychology. In self-selected stores, some commonly used daily consumer goods such as shampoo, soap, drinks, etc. should be placed in the middle of the shelf where people can reach them, while some biscuits, jelly, toys, etc. that children like should be placed at the bottom of the shelf for convenience. Children's Choice (2). The price of the product is clearly marked. I believe that many people will encounter trouble when they go to the mall because the price of the product is unclear. Therefore, every product in the store must be clearly marked with a price, preferably on the upper left side of the product. , let customers know at a glance and make a "budget".

3. Establishing a customer rest area

In those days, "Asia" opened a special venue on the first floor of the shopping area and set up full-time staff, and launched the "Baby Entertainment Circle" and " Men's Lounge". The former provides free childcare for shoppers, while the latter provides shopping-obsessed ladies with care for their chaperones. The mall has good intentions and the service attitude is very convincing.

Ordinary small stores do not have the ability to provide a dedicated venue, but a chair or a glass of boiling water should be essential.

What should I do if my colleagues come to visit?

In order to avoid the "prying" of colleagues and lose the opportunity to make a fortune, many clothing stores have posted "no entry for colleagues" notices on their store doors. This move is interesting.

Selling clothes requires innovation, and you have to sell what others don’t have in order to make money for yourself. For consumers, especially female consumers, "cross-dressing" is the most annoying thing, and the similarity of "street clothes" is even more embarrassing. But for merchants, facing the sameness, can just "free entry" be enough to prevent it? "Villain"?

Necessary "self-protection" is of course also needed, and "self-protection" does not mean closing the door and shutting out peers. You might as well open the door and invite peers to comment and judge, and only in this way can you be more knowledgeable. It is helpful to improve yourself and perfect yourself. Of course, imitation and imitation are everywhere, as long as the supply of goods is properly "encrypted", otherwise, how can you think about doing business if you are "fireproof, anti-theft and anti-travel" all day long?