The Taste of a Successful Business: Marketing Plan for Clothing Brand
While you are thinking about the new design of your things, your competitor is making plans to conquer the world. These plans are related to marketing. In modern business, only the one who promotes - wins.
Therefore, it's time to postpone all the drafts and allow your designers to make projects that you will later adjust if desired. And yourself, start preparing a hot and effective plan for your advertising campaign.
The fashion industry is very difficult to predict. It’s easy to come up with ideas; there will be a million of them. But you will not immediately understand which one will be working, and which one should be thrown into the trash. Therefore, the budget must also be flexible.
In addition, when budgeting, you need to consider which brands you compete with at a certain stage. If these are world leaders such as Ralph Lauren, Tommy Hilfiger, Gap, and so on, then a few thousand dollars is no longer enough. You need to think about amounts of 100 thousand dollars, or even more.
Market analysis is one of the most time-consuming parts of a marketing plan. Here you will involve a huge amount of people and resources, since it is necessary to obtain and process colossal volumes of information.
In the clothing industry are constantly spinning huge amounts of money. Why? Very simple: clothing is one of the three most important needs of mankind.
The value of the textile market is approximately $ 130 billion. The average cost of clothing, shoes and related goods is about three thousand dollars a year (this does not include the acquisition of exclusive goods).
It is very important to understand that in many regions people spend money on clothes just to feel fashionable. For example, in Manhattan, spending $ 500-700 a month on clothes is a common thing. At the same time, in Leicester (Britain), the average cost does not exceed $ 200, since the city is relatively small and large, there are not many social events there.
Why analyze this indicator? Only in this way you will understand how much competition plays a role in a particular region. After all, if a person spends small amounts, then he usually buys from a trusted manufacturer. At the same time, if the consumer is constantly updating the wardrobe, he is always ready for new items. But he needs be informed about this new product.
Due to the nature of this business and the brand you are building, it is advisable to hire the services of a staff and business consultant with a biased attitude towards fashion and commerce. It will help to conduct an objective SWOT analysis and create a business model that will become part of achieving all goals.
Carrying out a SWOT analysis will help to generate focused and honest marketing ideas. You will be based on clear facts. Thus, the potential buyer will no longer be able to find a catch: it just won't be.
Without a doubt, the clothing industry has one of the widest consumer circles. The approximate number of potential buyers is the population of planet Earth. Exceptions are too narrow a style (for example, gothic), but even in such cases the target audience is huge.
Based on the design and style that your brand provides, you need to understand the people who will become your customers:
This is an incomplete list, but the main thing to understand is this direction. Why? Based on the type of clothing and style, you will create appropriate videos, select brand ambassadors and think about the placement of advertising. For example, it makes no sense to place a banner on the sale of business suits near the football stadium.
When analyzing sales, also remember to take into account the seasons, as they affect the demand for certain commodity items. So, sweaters will become popular in the winter, and short-sleeved shirts or linen jackets in the summer.
One of the main factors for marketing. The end user buys on emotions. But the impact is precisely the unique competitive advantage. Why should your clothes be more delightful than a store around the corner?
In this case, it is worth leaving stories about the rich experience of your designers. The average buyer does not understand these issues, so he will not understand if your designer or manager is so good.
Very often, the approach to production makes a great impression. For example, your advantage is that you send all the waste for recycling and disposal, and even better - to create artificial islands (such as in Japan). Social utility instantly attracts even those customers who initially did not think about your brand.
Another advantage may be the production of clothing for individual orders. This attracts the attention of premium customers who want every item to fit perfectly.
After analyzing the uniqueness of the brand, you can indicate your key features. For example:
The customer always buys value. In addition to his own satisfaction, he will be able to tell friends about such an experience. If before the purchase he understands that there will be nothing to tell, then there will be no dealing.
How many brands do you know in the clothing industry? One hundred or two hundred? Most likely, offhand you can name no more than thirty. But in fact, there are thousands of them. It seems that it is impossible to win in such a competitor market. It is this factor that stops many novice manufacturers and designers.
But how do some brands succeed while others stay at the bottom and sell their stuff locally? Of course, part of the success is the quality of the fabrics. Design also plays a big role. But if you look at the red carpet, then only a small percentage of the stars will be in exclusive things. The rest put on the same tuxedos and roughly the same evening dresses.
Big brands win thanks to strategic marketing. None of the stores wants people to wear only its clothes on the red carpet (well, maybe just a little). Why? In this case, there will be no one to compare yourself with. Accordingly, the field for development and new ideas will close.
Global brands do not just want to buy from their competitors. They stimulate such sales. Someone does this unknowingly. And someone enters into an alliance with a competitor. And such an approach is at the top of skill.
If you have launched a line of sportswear, look for competitors at your level. Perhaps it will be Nike and Adidas right away, and even better. Thus, your brand will become the third in this long-standing confrontation. Customer expansion is guaranteed.
A customer who once bought the product and no longer returns, costs nothing. Why? Because of the cost you need to take away the cost of materials, marketing, staff costs and much more. Business success is directly proportional to the number of repeated transactions. If a company reaches at least 50% customer retention, it has a huge turnover.
In order to constantly talk about your brand, and so that you have new customers, the marketing plan needs to include ideas about customer retention. How can repeat sales be generated?
The customer should always be prepared for a repeat purchase. Even after he came to you for the 20th time. He constantly has before his eyes an advertisement of your competitors, therefore you cannot make mistakes.
This is not just a service, but also part of a marketing strategy. Brands win the competition not only thanks to a good product and creative ideas. Buyers just love them. For what? For the human attitude.
Think about how you will analyze the quality of customer service. One of the easiest ways is to call. But today people do not have much time to answer these questions by phone. Another option is to fill out a short form at the checkout. But it should not contain more than five questions. At the same time, they should all be simple.
What is your task? To react. If this is praise, you need to at least thank and invite for further visits. If a negative review - find out a specific problem, explain the possible reasons. But the main thing in a negative review is to take it into account, make changes and notify the user about it.
Make a list of questions that will help you get to know your customer’s desires closer. Here are the standard questions asked in almost every store:
If you have missed at least one of the steps listed above, you have already chosen the wrong tactic. Indeed, in this way, you have incomplete information about your market. What success can we talk about then?
Know your industry and goals by heart. Then sort through the ideas. Try each one until you find the best. Get the first customers - keep in touch with them. Get them ready for your next purchase. That’s the whole point of a hot marketing plan.