1. Product (color, style, fabric, workmanship, version, matchability, practicality), which is a very important factor in clothing consumption and also satisfies customers’ basic needs for clothing functions. It is also a carrier for realizing consumer transactions.
The color of clothing is an important factor that affects customers’ judgment of clothing. From the physiological laws of the human body, when customers’ brains identify clothing for the first time, color accounts for 65%, style accounts for 25%, and fabric accounts for 25%. 10 ratio. The Japan Color Research Center (PCCS) once conducted a survey on customers: when customers make purchases, 72.9% of them are very concerned about the color of the product. The order of acceptance of products by customers who usually enter a clothing store is: "look at the color from a distance, look at the style when entering, and finally touch the fabric." Customers judge the acceptance of clothing based on their preferences for different colors. In clothing stores, you can often find that when customers first walk to the door of the store, their eyes are doing a "scanning movement" across the entire venue; when they find their favorite color or For brighter colors, the eyeball will pause for a very short time and "flicker" brightly; at this time, he or she will act immediately and walk quickly to the product, relatively ignoring other products and colors during the walking process. Therefore, many powerful clothing brand companies spend a lot of time on the colors and patterns of newly developed clothing every season, striving to make their own brands unique and irreplaceable in competition. For example: for some well-known clothing brands, in the development of new products every season, there are always 5-10 fabrics in different colors that are purchased independently by the company. That is, no other clothing brand can have fabrics of that color in the market. . This fully and effectively protects the needs of customers who purchase the brand for the uniqueness and identity of the clothing.
Style is the main means of expressing clothing style and shape, and also crucially expresses the customer's dressing wishes. When a customer carefully browses clothing styles in the store, his or her brain is sorting and analyzing information about the clothing: What is the style of this dress? What element or decoration do I like? What kind of clothing can it match with at home? When to wear it? How long can it be worn? ...For example: the expression of lace in clothing - elegance; hinges and lace - romance; tassels - "bohemian" style; bows - cuteness and femininity; pearls - intellectuality and quality; pleats - - Elegant changes; open stitching - smooth lines; mosaic - collision of personality; hollow - sexy, etc.
When the color and style are more in line with the customer's "taste", the attention and evaluation process of clothing fabrics and workmanship begin. Therefore, usually in a store, if you observe a customer grabbing or pinching clothing with his or her hands, it means that he or she is satisfied with the color and style of the clothing, and is judging the feel of the clothing fabric, that is, the comfort of wearing it. Therefore, at this time, the feel and functionality of the fabric (such as breathability, comfort, stretchability, wear resistance, warmth retention, tear resistance, etc.) have become the key factors that influence customers to purchase clothing. Next, when the customer proposes to try it on or accepts the shopping guide's invitation to try it on, he or she has already analyzed and judged the previous elements of the clothing and basically approved it.
When trying on clothing, customers pay more attention to the style and size of the clothing. You can judge whether the clothing meets your wearing needs by whether the clothing fits you well and whether it improves and modifies your body shape. Therefore, many customers will carefully check and scrutinize the clothing in the fitting room: What is the composition of the fabric? How does it feel? Price? Cost-effectiveness of clothing? How convenient is the dressing process? The beauty of wearing it? Comfortable to wear? The fit of your clothes? ...After coming out of the fitting room, you will review and judge the indicators just now. During this process, you will listen to the reference opinions of your companions, shopping guides or other customers, and make a comprehensive judgment based on your own ideas. Therefore, many clothing brands will work hard on the installation of fitting rooms in stores and the services during the fitting period.
For example: Women's clothing brands will tilt the fitting mirrors in the shopping mall slightly by about 15 degrees to improve the overall effect of customers wearing clothes; there is no full-length mirror in the fitting room, and customers who want to see the full-body effect of wearing clothes must come out - Stand in the store, contact the shopping guide and accept the opinions of the shopping guide; adjust the lighting in the fitting room to appear soft and warm, making the customer's trying-on process comfortable and reducing the irritability caused by the inconvenience of wearing the product; the configuration has a decorative aesthetic or is high-end and comfortable Fitting shoes are provided so that customers can coordinate and match the clothing; the fitting room is even equipped with women's cotton pads, lipstick, etc., in case the makeup of female customers is messed up during the process of putting on and taking off the clothing.
2. Product packaging advertising (store image, trademark, hangtag, packaging bag, advertising), this is the key to the added value of clothing products, and it is also the main carrier of cultural connotation.
Clothes are artistic, fashionable and cultural. Especially high-end clothing packaging can fully stimulate the social needs of customers and make them feel the embodiment of their identity while owning the goods. Full of pleasure. For example: Internationally renowned clothing brands, such as Armani, Prada, ESCAD, Dior, CHANEL, LV, etc., all reflect their full "gold content" with prices ranging from tens of thousands to thousands through packaging advertisements, and attach great importance to their store image, trademark maintenance, and various other brands. packaging, advertising, etc., and regard the brand as precious as life. What is particularly interesting is that I once heard a shopping guide recommend a denim top priced at 20,000 yuan in a store of an international first-line women's clothing brand. The customer asked with confusion: "Why is an ordinary-looking denim top so expensive?" The shopping guide replied confidently and confidently: "This denim top does look ordinary, but the fur on its collar is not ordinary! This The fur is "raccoon dog hair". Although it is artificially cultivated, it is hand-processed by young men in Indonesia, and the processing process is complex and primitive. Each piece of fur is different, just like human fingerprints. The same, from this uniqueness, it is of great value!" Let’s not study whether the language of this answer contains “fooling” elements, but the language of this recommendation is essentially a “packaging advertisement” for the added value of the clothing! If we change "handmade by young men in Indonesia" to "mechanized mass production by migrant workers in a county in Henan", will customers still accept it and think it is worth their money? This is - packaging.
The store image of a clothing store is a place where customers can quickly perceive the clothing brand culture and can reflect the positioning of clothing through design elements. Therefore, many domestic clothing companies are gradually beginning to pay attention to the image design of their stores, requiring all stores to have a unified image and logo, and constantly explore innovations and update store decorations. But there are still many deficiencies in concepts or practical skills. For example, the store design of a clothing store integrates aesthetics, color science, ergonomics, commodity management, store planning, display, lighting and other knowledge. Store image designers not only require the above theoretical knowledge and solid foundation, but also practical It requires a deep and thorough understanding of clothing brands and a full grasp of the stages, processes and characteristics of customers' clothing purchasing behavior. At present, domestic clothing companies experience a "disconnect" when designing their stores: the internal designers of the corporate planning department do not have deep and solid theories and extensive operational knowledge, and often the original designs are very limited and unable to think outside the box. "Trap"; although professional advertising design companies have relatively strong design theory and operational experience, they do not have a deep understanding of clothing brands and specific target consumer groups, and design in general, thus causing the phenomenon of "one thousand stores". Yes, it seems that many clothing brands have similar designs in general pattern and tone.
Trademarks, for clothing brands, are like people’s names, which are the basic elements that distinguish many clothing brands. The prominence and quality of a trademark are important considerations when designing a trademark. Of course, most of the current clothing trademarks are mainly in English. This is mainly due to the subconscious psychological tendency of domestic clothing consumers to "worship foreigners". For example: a certain women's clothing brand designed and produced in Nanjing has always been among the top in women's clothing sales in Nanjing Central Mall.
Recently, a series of successful packaging renovations were carried out, including changes to the trademark LOGO: the original huge Chinese writing font was changed to English, and the color was changed to a combination of black and white, which immediately showed the fashion, Europeanization and high-end brand. Let customers perceive the "great value for money" of the product!
Clothing tags and packaging bags are also effective ways to reflect the added value of clothing. Among them, the shape and feel of product packaging is very important. The shape and feel of product packaging refers to the shape, material, graphics and text of the packaging. The shape and material of the packaging can only achieve the effect if it appropriately expresses the characteristics of the product. For example: food packaged in vacuum plastic makes people feel convenient and hygienic; medicines packaged in aluminum foil blister make people feel scientific and credible; small hardware products packaged next to the body make people feel more scientific and credible. People feel that the quality is reliable; clothing packaged with ribbons and linings makes customers feel high-end. For customers, the most information-containing part of product packaging is graphics, followed by text and color. Graphics include patterns and paintings. Graphics are a magnifying glass for product characteristics. Graphics can also metaphorically, symbolically and associatively explain the characteristics or style positioning of the product. Text is the most memorable element in product packaging. Product hangtag packaging should have explanatory text that objectively and concisely introduces the name, origin, specifications, fabric ingredients and washing methods of the product, etc., and should try to highlight the key points and make them clear at a glance. Clever use of clothing packaging language can produce strong visual impact and become the finishing touch of packaging promotions.
Advertising includes advertisements in various media and graphic design advertisements in stores. This is an important tool to effectively convey clothing brand culture and messages, and is also the main way to stimulate customer purchases and improve sales performance. There are certain "misunderstandings" in the current understanding of advertising by clothing companies. They believe that advertising is "a new trick that can be used everywhere". As long as advertising is a powerful tool, they will be invincible! In fact, in order for clothing products to be recognized by customers, it is a combination of advertising and other aspects of the construction system, that is, the "Eighteen Dragon Subduing Palms" are interlocking, and the most powerful one is also the combination of the previous seventeen moves. After the drill, it was wonderful. Then, the information or content conveyed by clothing advertisements to customers must be consistent with the store's image design, theme product promotion, graphic series design, and even clothing display. Through the construction of such a contextual system, we can stand out among the numerous brands. , let customers know and play a positive role in motivating decision-making when purchasing products. For example: a brand that deals in middle-aged and mature women's clothing. In its nearly one-year advertising campaign, the main tone was positioned as mature, stable, and atmospheric, and black and brown were used as the main colors. During the process, the boss of the company had a sudden idea and changed the color of the store's VI design to a combination of rose red and gold. It is said that he felt that the brand's customers were becoming younger in accepting changes in color. How is customer color acceptance changing? When did it change? The content tone of various channels of advertising must be consistent, otherwise your clothing brand will obviously become "four different"! Finally, the confusion of the brand image seriously affected the sales performance.
3. Price is theoretically the monetary expression of the value of commodities.
When customers evaluate the price of clothing, they will first analyze the factors of the product, such as style, fabric, color, quality, brand, packaging, etc. How much is it worth? The standard for identifying this value is determined by the "value recognition system" in one's own mind. For example, people who advocate nature, emphasize wearing comfort, and pay high attention to green and environmentally friendly products are more likely to recognize hemp clothing, so they can also accept that it is more expensive than cotton or chemical fiber products. But for people who want their clothes to be wrinkle-free and neat and stylish, linen clothes are not only troublesome to maintain but also look wrinkled and unsightly. So linen fabrics are more expensive than high-grade chemical fibers, which is unacceptable to them psychologically. . Therefore, linen fabrics are relatively accepted abroad, but they have not been favored by consumers in China. This is related to the "self-awareness system" of domestic customers' acceptance of fabric prices.
Secondly, in the process of price acceptance, customers have been "spending no effort" in persisting in "comparison work". That is: through comparison, association, experience summary and other psychological activities, the price of the product is further reviewed and judged.
For example: when a female customer sees the price of a certain dress in a mall, she will naturally compare the prices of other similar dresses in the mall today. "It's very similar to the XX brand dress I just saw. It just doesn't have a bow, and the fabric feels very close. But the price is 40 more expensive than the one just now, which is a bit uneconomical!"; Customers will even use the mall's location Grade potentially defines the rationality of clothing brand prices. For example, when customers enter CITIC Pacific, a shopping mall with a large concentration of international brands in Shanghai, or the European Street in Hangzhou, they are fully mentally prepared for the high prices of their clothing products and think it is normal. Phenomenon. But if he is in a mass-market shopping mall, high clothing prices are completely unacceptable. In fact, when the customer determines the purchase channel, he determines the approximate price range for purchasing clothing. Once it exceeds his expected price range, even if the merchant describes the clothing as gold, it will not impress the customer!
Of course, customers will also use their previous experience in purchasing clothing to judge the reasonableness of the price. For example: Not long ago, I heard an angry complaint from a customer in a shopping mall: "Why are the prices of your brand so different across the country? The last time I bought a coat at your counter, it cost 1,280 yuan, but the price before Two days ago, I went to XX city for a business trip and found that the same brand and the same style were sold for only 1,080 yuan. Isn’t this deceiving customers? I asked for a return and I will never buy from this deceptive brand again! This customer will definitely sum up the lessons learned last time when he purchases clothing and reviews the price. The customer's economic income is inversely proportional to price sensitivity, that is: the lower the income, the more concerned and sensitive the price of clothing is, and they hope to be "cheap and good"; the higher the income, the less concerned they are about the price of clothing. At this time, The focus is on the quality of clothing and the identity effect brought by the brand. For example: LV bags that cost tens of thousands of dollars are never discounted, but their domestic sales have been on an upward trend. Even many bosses who are engaged in clothing brand production or brand agency are very happy with LV, although they (she) are very aware of how much profit LV makes on the bags they buy.
Customers’ judgment on clothing prices will also be based on their own experience in the store to determine whether the money paid is worth it? So, the most important thing among them is-store service.
4. Store services mainly include: store environment and personnel services.
The store environment is the "hardware" in the service. Through certain space, structure, lighting, shelves, colors, sounds, etc., it enables customers to have psychological feelings and emotional experiences during the purchasing process. Therefore, establishing a store environment that conforms to brand positioning characteristics and creating a good shopping atmosphere for customers is something that clothing operators must work hard to research and think about. For example: I once observed in a men's (formal wear) brand's specialty store that loud and intense music (dance music at night) was played in the store at a very high decibel level. I found that the pace of the customers entering the store also followed the music, almost It "jumps" in and "jumps" out quickly! The retention rate of customers in the store is very low. The reason - the intense music environment. Men who go into the store to buy formal wear are generally more professional, and their music preferences tend to be traditional and soothing. When they hear very loud and intense music, it is nothing more than their "noise"! ! ! Therefore, the only way is to escape from this "terrible" place quickly. I arranged for staff to lower the decibel level of the music and replaced it with soothing light music. I found that the expressions of customers in the store became more relaxed at this time, and the pace of browsing products also slowed down. From time to time, the shopping guide also inquired about products... At this time, customers entered the store. The rate and stay rate increased significantly.
Personal service is an important factor that affects customer shopping, and it is also an aspect that clothing marketing puts special emphasis on. Sometimes, all aspects of the product are in place, but it just cannot be recognized by customers in "RMB" and lacks the "finishing touch" - service. For example: a shopping guide at a certain brand counter sells clothing to customers and successfully passes the browsing and trying-on stages.
The customer was quite satisfied with both sets of clothing, expressed his willingness to buy, and took out the mall's VIP card. Finally, he asked: "It seems that the VIP card can give a 20% discount?" The shopping guide replied indifferently: " I'm not sure about this. I'm from a manufacturer and don't belong to a shopping mall!" This answer is obviously "idiotic" - no matter what brand, as long as it is sold through shopping mall channels, it will accept the unified service specification requirements of the shopping mall. As long as it is the VIP card of the mall, the customer should be able to enjoy the services agreed by the VIP, unless there are special circumstances (the brand must also inform the customer in advance). Naturally, customers have a rebellious attitude towards the indifferent attitude of shopping guides - "It seems that you don't care whether I buy your products or not, and you don't even know the service regulations of the mall. Is this brand authentic? Is the quality guaranteed? What if I buy it?" What problems may not be solved at all! Forget it, let’s take another look! "There are many actual cases of turning away customers because of poor service, be careful! The negative emotions of shopping guides kill customers' shopping desire in the store! When today's customers consume clothing, their choices are becoming wider and wider, and their purchasing psychology is becoming more and more mature. Not only do they need to repeatedly evaluate and judge products, but their psychological experience during the purchasing process has also become one of the important judgment indicators. The service process needs to be from the customer's perspective, based on respect, and provide services from the details and humane aspects.
The nature of loving the new and hating the old
As the saying goes: "There is always one less piece of clothing in a woman's wardrobe", which refers to the strong desire for women's clothing needs and the sustainability of consumption. . Similarly, men also like the new and dislike the old, but their performance in clothing consumption is more restrained than that of women.
The clothing industry has always existed in the needs of society. What changes is only the life and death of different clothing brands!
So, what are the rules when customers accept new products?
1. Customers have varying degrees of psychological doubts about the quality, performance, price, use effect, etc. of new products, and are worried that their purchasing behavior will have negative risks, such as: the wearing effect does not look good, and the product quality cannot be guaranteed. , similar products of other brands have lower prices. Therefore, when customers accept a new product, they constantly weigh the pros and cons against their psychological doubts: they have a wearing association with the product. If the expected effect is not very good, and the clothing price is high and the risk is high, that is, the disadvantages outweigh the advantages, then the customer will They will immediately give up trying new products; if the expected and estimated effects are satisfactory and the relative purchase risk is small, that is, the advantages outweigh the disadvantages, then the customer will have the desire to try the new product. For example: A sports brand has launched a new football running shoe with the theme: as fast as "F1"! The selling point is: the soles are made of high-tech elastic materials, which increase the rebound effect after being put under pressure, thereby increasing the running speed. When customers come into contact with this new shoe in the store, they will naturally have doubts: "Will it really increase the speed so much after wearing it? What exactly is this added elastic material? Is it harmful to the human body? What is the quality of the shoe?" Will it break after just two days of wear? "What if the store's POP print promotion can fully explain the characteristics of this shoe, and the shopping guide can clearly explain the material and design principles of this shoe's new material, and coordinate with running in this shoe? speed measurement data. This can dispel customers' instinctive concerns about accepting new products. Of course, it is best to change the promotional theme - "F1" speed! Putting on these shoes, it is impossible for the human body to run as fast as an "F1" racing car. Anyone with basic common sense knows that! It obviously contains "fooling" elements, giving customers an exaggerated and unreal feeling, which in turn affects customers' recognition of the new model.
2. Customers’ level of attention and acceptance of new products, as well as the order of purchase, also depend on the differences in consumers’ personality characteristics. Generally speaking, adventurous and innovative customers will buy first, while traditional and conservative customers will buy later.
The article is quoted from: