Location Skill Of Clothing Store

Husband terrain, Hamano Suke also.

The terrain is a supplementary condition for fighting by soldiers.

Effective person flow

When you shop, you can only see people's flow or rent, which may lead you to one.

1. Mainstream traffic is consistent with brand positioning.

Generally, in big cities, they are naturally divided into two main commercial streets according to brand positioning. One is suitable for middle and high class women's wear and one is suitable for casual wear.

For example, casual wear in Shanghai is mainly distributed in Nanjing Road, and the middle and high class women's clothing is mainly distributed in Huaihailu Road.

In general, there is only one main commercial street in small and medium-sized cities, but most of them have a natural division. The first half is mainly leisure wear and sportswear, the middle section is mainly men's wear, the second half is mainly women's wear, or one side of the road is casual wear and sportswear, and the other side is high-end dress.

Generally speaking, the most concentrated streets or lots of leisure wear are the most expensive rents and the largest traffic volume.

In the process of site selection, we must first make a clear positioning for the brand that we join, then we will find the blocks that match the flow of our main brands with our brand positioning, instead of blindly measuring the quality of the lot through the size of the flow and the rents of the people.

2. The purpose of customers' walking

Sometimes, even if the flow of people in the lot is large, it is also consistent with your brand positioning, but the result of shop location is still not satisfactory because the customer's walking purpose is not good.

For example, some large supermarkets (such as Carrefour, WAL-MART, etc.) have larger traffic volume, and supermarkets will also open up a part of marketing strategy to make clothing stores, because casual and impulsive buying of casual wear and sportswear brands will often play an ideal role.

But for some supermarkets with the same traffic flow, some dealers set up clothing stores because of the large flow of people in supermarkets. However, due to the overall positioning of the supermarket and other reasons, there is no commercial atmosphere for clothing management, so the effect can be imagined.

The reason for this is that the customer group of the business circle is buying the general merchandise for the purpose of walking.

Two. Relationship between lot and area

When shops are located, the area is also important except for lots.

The ideal shop is, of course, a first-class location, a shop with double facades and more open rooms.

So, which is more important for the lot and area? It depends on the development process of the brand and the strength of the brand.

For brands with high popularity or high price positioning, the area is larger than the lot. First, the brand does not need to do too much publicity. Some customers will come actively because of the brand. Secondly, the large area can make the image better, and is more conducive to the image of "big brand".

For a well-known brand, the role of the lot is larger than the area, because this brand needs a lot of people to contact the brand and recognize the brand.

Therefore, when you can't find a satisfactory lot and area, you can make a judgement based on the actual situation of your brand.

Three. Comparison between shopping arcade and Street store

Which is better to open the store in the department store and open the street? First, analyze the advantages and disadvantages of the department stores and the street stores.

1. The advantages of the Department Store

Early investment is small.

Because department stores usually take the form of deduction, they do not need to pay large amounts of rent and pfer fees at one time.

Easy to manage.

Department stores have specialized operation management departments to manage personnel recruitment, store image and so on, and save some energy and cost of distributors or Brand Company management.

The preliminary work is simple.

In decoration work is relatively simple.

The brand effect of market itself promotes performance.

In particular, some of the local influential shopping malls will have a greater driving effect on the performance of the clothing brand.

Establish brand image.

Department stores usually represent a "grade", so stationing in department stores is conducive to the establishment of brand image.

2, the advantages and disadvantages of street shops

Store image is good.

Street shops have their own windows and doors, and the shop area is usually larger than that in department stores.

The freedom of management.

If you can play music more suitable for your brand positioning, employees can wear their own shop's work clothes, staff's posture and service mode can be freely controlled according to their own brand characteristics.

The shortcomings of street shops

Early investment is big.

The rents of the shops along the street are getting higher and higher. Some shops even need to pay a larger pfer fee, and these expenses are usually paid at once, which will increase the pressure of earlier investment.

Management is more difficult.

The performance management, safety management and other aspects of Street store must be independently completed by the operator.

Four, prudently choose new business circles.

In recent years, more and more clothing brands have sprung up in the market. Some property developers have aimed at this business opportunity and have repeatedly entered into the development of commercial real estate.

These newly developed business circles usually have the following characteristics:

(1) the geographical location is very superior, generally close to the old commercial street (parallel or cross).

(2) hardware facilities and shopping environment are obviously better than old commercial streets.

(3) the entry of some strong brands (such as clothing strong brands, fast food strong brands, etc.).

(4) strong advertising support.

(5) lease conditions are very favourable for old commercial streets.

Of course, we are not totally denying the newly developed business circle, but we should be very cautious when choosing new business circles.

Before entering, we should consider the following questions:

(1) whether the merchants department strictly checks your brand.

Generally speaking, there are two reasons why there are no strict checks. One is that the business circle is more difficult to inviting business, so it can rent out the house and bring in the brand. The second possibility is that the management capacity of the business circle is not enough, and the positioning and control of the brand are not allowed.

(2) management strategy and business philosophy of the business district.

For example, the positioning of the brand, publicity, mainly for clothing or catering, clothing, casual wear or high-end women's clothing and so on.

(3) management experience and customer resources of the business district.

(4) the overall municipal planning direction of the business circle.

(5) investment clothing brand or investment shops, which is related to the emphasis of your future work.

Another thing to remind us is that the first venture, especially those with low financial strength, generally do not choose new business circles.