What is the most important thing to pay attention to when opening a clothing store?

Whether you go to a big city or a small market town, clothing stores are always the most common street view, and it can even be said that "clothing stores play an important role in supporting the prosperity of the city". However, as everyone in the industry knows, the owner of a clothing store has mixed feelings. The owner of the clothing store often changes. It can be said that people who don't make much money but get a lot of goods. I dare not deny the format of clothing stores, but put forward my own views on the operation of clothing stores, which is my original intention to help people in the industry. According to the author's observation, the most common mistakes made by the following seven clothing store owners are important factors that directly affect the success or failure of opening a store.

1, wrong store selection. Common franchisees said: "I found a lot of stores and felt unsatisfactory." When I asked them what the basis of "feeling" was, most people couldn't give enough reasons. A few people who can give some reasons, including many who claim to have been in the clothing business for more than ten years, are also based on "the location is not prosperous and there is no clothing business circle". So, are busy areas and clothing business districts really good places to open stores? I don't agree with this view, mainly because of the high cost, more intense competition and the shopping mentality of consumers in prosperous areas and clothing business districts. Therefore, the store conditions agreed by the author are: 1, and the store area is slightly larger, generally more than 30 square meters; 2. There are a certain number of residents around; There are many passers-by in front of the shop. The reason for determining the store conditions in this way is mainly to consider the combination of low investment and dynamic and static customers. If the store rent is low, you can appropriately spend media advertising expenses, so that consumers have a sense of brand identity, and the difficulty of offline transactions will be reduced. For customers who combine static and dynamic, there will be a gradually expanding space to consider the influence of the store.

2. There was an error in selecting goods. There are usually two aspects in the choice of goods in clothing stores. First, when buying goods according to the owner's feelings, a large number of styles that the owner thinks look good enter, and these styles are often not liked by customers; The second is to choose goods with the crowd, and when you see street fashion, you will enter in large quantities, which will lead to fierce competition in product homogenization. To solve this problem, it is important to fully understand the needs of consumers, communicate with customers before buying, and consider which products to buy from the needs of most customers. In addition, we should avoid buying with the wind, so as not to fight price wars with our peers. In addition, the competition in the clothing wholesale market is fierce now. When purchasing goods, asking wholesalers to promise to return them within a certain period of time or in proportion can reduce the inventory pressure of clothing stores.

3. Wrong selection. Shop assistants in clothing stores are basically "young and beautiful". Such shop assistants lack corresponding life experience and guiding ability when communicating with customers, and their sales performance is not ideal. When the author instructs the clothing store to recruit shop assistants in Fuzhou "Fashion Times Network", there are four requirements, namely, a friendly smile, a comfortable image when communicating, a female aged 30-40, and a strong sense of responsibility. According to these conditions, the recruited clerk can communicate effectively with customers, which may greatly increase the turnover of the store.

4. promotion mistakes. It is a traditional practice to open a shop and keep it, that is, wait for guests to enter the store and let them choose. This is the habit of the owner. Few people worry about the "kung fu" outside the store, which makes many guests passing by the store unable to enter the store. In this regard, the author recently wrote the article "Kung Fu outside the store is a matter of success or failure", so I don't need to repeat it here. Interested readers can search for clumsy articles for reference.

5. promotion mistakes. Most clothing stores have a saying that one or several clothing items sell a lot, which makes many shopkeepers proud of choosing the right goods. Actually, this is not a good thing. If there is "violent payment", there will be corresponding "unsalable payment", which is also the main reason why many people who open clothing stores get stuck in a pile of goods. The correct way to deal with this problem is that shop assistants should learn to really sell clothes and know how to match colors, clothes and human bodies. Let every piece of clothing be a good product in the eyes of the clerk, and all the goods in the store can find suitable customers.

6. System error. This kind of mistake is very obvious in the clothing retail industry. Clothing stores are almost unsystematic places. Occasionally, the system is nothing more than the rules of commuting time. Shopkeepers use this system to restrain shop assistants. In fact, no matter what kind of system, only the system that can arouse the enthusiasm of shop assistants is the best system. Here, the author only emphasizes the salary system, because this system plays the most critical role in mobilizing the enthusiasm of shop assistants. In the direct store of "Clothing Times Network" in Fuzhou, the original clerk's salary consists of basic salary plus performance commission, and the salary standard is the same as that of local counterparts, which is a common market practice. One of the shops is equipped with four clerks, and the monthly turnover is between 30,000 and 40,000 yuan. According to the analysis of the store's daily operating income statement records, the author found that its turnover rate is high and turnover is low. This discovery shows that the passenger flow in the store is good, but the number of pieces purchased by each customer is very small. Then, the space for performance growth is objective, and the sales skills and work enthusiasm of shop assistants are definitely inadequate. After observation, it was found that four shop assistants were basically unqualified. The author puts forward the solutions: first, replace people, dismiss all the original clerks and recruit new ones; The second is to adjust the salary system, so that the ratio of the original basic salary to the performance commission remains unchanged, and to determine a new turnover base, that is, on the basis of the previous minimum monthly turnover of 30 thousand yuan, every 30 thousand yuan increase in turnover will double the basic salary of the clerk, and the performance commission will still be paid. After the implementation of this system, the monthly turnover has more than doubled and tripled since the next month, and the monthly turnover is close to100000 yuan.

7. Service error. The service mistakes of clothing stores are mainly manifested in "passive service" and "no follow-up service". These mistakes lead to low turnover rate and volume, and it is difficult to make repeat customers. For example, although the clerk has polite language reception after the guests enter the store, he lacks behavioral reception, that is, letting the guests choose their own goods, and the whole transaction is passive service. To change the situation of mediocre performance, we must take the initiative to sell. When a guest enters the store, the clerk must instantly see whether the guest's figure matches the model of clothes in the store, and see the guest's preference for color from the guest's dress, and then quickly choose the right clothes for the guest to try on. "Whether the guest can try it on is the key to the transaction." When the guest enters the fitting room to try it on, the clerk must quickly find out the second and third pieces. Help guests compare and choose, which often allows a guest to buy more than one dress at a time. In addition, the clerk should prepare a customer data book, record the customer's figure, style and color preference as much as possible, and let the customer leave his contact number as much as possible on the grounds of "I will inform you when there is a new model". When you send away the guests, you should make a special statement and ask the customers to bring colleagues and friends to the store, which is conducive to the continuous accumulation of customers and prepares for the gradual improvement of performance and long-term operation.