How to sell high-end women's clothing has been puzzling many store managers and shopping guides. The following are the successful sales cases of high-end women's wear that I have compiled for you. Welcome to read!
successful sales case of high-end women's wear 1:
Fan Bingbing's in China's national image film? Blue and white porcelain? Dress, Zhang Ziyi's embroidered dress to greet the flame in Athens, Beijing Olympic Games? Sophora japonica green, sapphire blue and jade fat white? Series of award-winning dresses, Song Zu Ying's magical flower dress in the Spring Festival Evening of 29? Perhaps many designers will call the works that make them famous wonderful, but Guo Pei designed them for himself? Famous dress? It seems natural. ? I've been doing dress design, and I know what the key point of dress design is, and I'm the most? Fit? Yes. ? She told Global Entrepreneur.
I graduated from Beijing No.2 Light Industry School in 1986, majoring in fashion design. When the fashion industry in China is in the ascendant, Guo Pei's design has occupied a corner in the fashion industry in China? He worked as a designer for famous domestic brands such as Tianma and Miranno for nearly ten years, making these brands achieve annual sales of hundreds of millions of yuan. Guo Yi was the first to be promoted? Top Ten Designers in China? Among them. The first taste of success did not fuel her dream of wealth, on the contrary, she thought it would come true? Make a beautiful big skirt? The dream comes at the right time.
in 1997, the Rose Square was born? Positioning as? Haute couture? Dresses cost hundreds of man-hours each, and the price is as high as tens of thousands or even millions of yuan. This positioning was unique in the fashion industry at that time, and Guo Peizheng took a fancy to the growing emerging consumer groups in China. With its accumulated fame and resources, it customized high-end dresses for the newly rich people in China, and gradually gained the recognition of stars and entertainers. She also began to make dresses for the hosts of the Spring Festival Gala and song and dance programs. ? Everyone thinks I have a personal relationship with the Spring Festival Gala. In fact, I don't know any directors of the Spring Festival Gala. I haven't even been to the stage. ? Guo Pei said,? I just know exactly what clothes they need. ?
Guo Pei's Rose Square is located in a 3,m2 four-story building in Beijing's North Fifth Ring Road. Here, 2 embroiderers are sewing dozens of dresses. In the shoe shop next to it, several pairs of Chinese platform shoes with fine stitches and bright colors have been completed. Now there are 15 designers and design assistants here. Design studios of this scale are rare in the world. The most important thing is that I make men's wear, women's wear, stage and evening dress. There is no such team in the world. ? Guo Pei said.
The star effect also gives Guo Pei more opportunities. In 28, the selection of awards dresses for the Beijing Olympic Games came to an end, and Guo Peixin, who had participated in the etiquette selection before, had a fixed number. ? My work cuts to the theme at once, and I am very good at proposition design. ? Guo Pei said that in this way, the design of Rose Square won three of the five series. And mass production is also done by her team. When I chose etiquette, I found that all ten girls are beautiful, but the standards of this beauty are not uniform, which can only be adjusted through customization, because emphasizing unified beauty can create a sense of ceremony. ? However, although the Spring Festival Gala and the Olympics make it difficult for Guo Pei to wipe off the aura, she has been brewing for many years? Big skirt? Dream is no longer a fantasy, but this is not the end of Guo Pei's passionate love. ? This is just a service. She said,? The runway is my stage, no one interferes, everything is my choice. ?
China Wedding Dress
Since 26, Guo Pei's personal design works have appeared on the runway one after another. Her observation of life and inspiration for traveling around the world are also reflected in her works, such as the application of Buddhist beauty contained in Thangka to Samsara, the feeling of giving birth to her daughter to wait till you are older, and the inspiration gained from traveling in Iran to One Thousand and Two Nights. And this May, Guo Pei's theme runway show? China bride? Will be unveiled in Beijing, and in June, by? China bride? The brand of wedding clothes extended by the concept? Hey? (tentative) The flagship store will be located in Shanghai Bund. Nowadays, in the drawing room of Rose Square, a red Chinese dress interwoven with red and silver is placed in a prominent position, Guo Pei said? China bride? This is where the inspiration comes from.
Three years ago, a girl who was about to get married in Hong Kong found her to order a wedding dress, and especially brought a family heirloom. This red Chinese blouse in an iron box was worn by her mother-in-law when she got married. Although time flies, the rich colors and exquisite craftsmanship are still amazing. Because the neckline of this dress is two centimeters different, the girl's mother-in-law has searched all over the Hong Kong tailors but failed. She said to Guo Pei, If you can't change it, there's really nothing you can do? Yes.
Guo Pei was immediately touched. She left this dress behind. ? To tell the truth, I couldn't change it at that time, but I'll try. ? For this wedding dress, she spent three months looking for the same material and embroidery thread, carefully pondering the process, and finally made an almost identical one. After finding the right method, she removed the neckline of the wedding dress and replaced it with a suitable size. In this way, she completed this special entrustment. ? I was very sorry to give it to her at that moment. ? Guo Pei still has nostalgia. I made more than a dozen pieces for her, which are not worse than this one in terms of beauty, but this one is the only one that touched her. ? Guo Pei said that at that moment, she was determined to make a wedding dress for China.
this is also a market vacancy for the high-end custom-made Chinese wedding dress market. Guo Pei? China bride? The basic model of the wedding brand is set at 5, to 2,. Of course, there is no upper limit according to the actual situation. She hopes to leave at least three generations of beautiful memories for China girls through exquisite design and workmanship. The first flagship store chose Swire Foreign Firm with 15, square meters on the Bund in Shanghai. Guo Pei thinks that the wedding market in Shanghai is broader than that in Beijing, which is a new attempt. ? This is a kind of responsibility, which is different from the previous show. ?
although he looks much younger than his actual age, he always keeps it? Cute? Mentality (for example, collecting hundreds of teddy bears), but the years have given Guo Pei more inspiration and thinking, business and dreams, seriousness and casualness, and the blending of eastern and western cultures. These collisions are reflected in Guo Pei.
More than ten years ago, she worked as a designer. Whether the sewing machine passed 11 stitches or 9 stitches, and the fineness of the fabric thread, she never compromised. ? The place you see is beautiful, and the place you can't see is even more beautiful. As long as I know, it must be done well. ? On the other side of life, Guo Pei doesn't compete, such as driving and learning English. She doesn't want to spend time on such simple things as ordinary people.
? Must be good? The mentality can be seen everywhere. Guo Pei pointed to a dress with a rose-red twist and gold embroidery thread, saying that it took three years for this one alone. And to build? The most beautiful wedding dress in the world? She also made a wedding dress for men and women with tens of thousands of Nanyang pearls, of which the cost of pearls reached millions of yuan, and all the workers took turns to make it in three shifts for 24 hours. In addition, 3 pieces with strong visual impact? The story of the dragon? A series of dresses will also be on display.
successful sales case of high-end women's wear 2:
Recently, Qiu Julan, the chairman of Jieni Textile Co., Ltd. in Qianqing Town, opened a shop on Qingchun Road in Hangzhou? Sincerely customize the clothing studio? A piece of unique, elegant and beautiful fashion has attracted many women.
Qiu Julan has been in the textile industry for 21 years, and the textile fabric business is booming. However, because it is difficult for fabrics to create their own brands, and because they have a soft spot for clothing, Qiu Julan founded it the year before last? Sincerely? This custom-made clothing brand is designed for professional women aged 25-55? Tailored? High-end clothes.
does Qiu Julan give a lot to customers when customizing clothes? Freedom? For example, customers can participate in the design themselves, and they can also provide favorite styles or fabrics. In addition, she has her own designer and sample clothing production team. Due to the careful control of fabric procurement, clothing design, printing and other aspects, Qiu Julan's clothing studio can sell an average of 5 to 1 customized clothes every day.
after more than a year's practice, now it's self-created? Sincerely? Women's wear brands have opened their markets, with customers all over Shanghai, Jinhua, Shaoxing and other places. ? The main purpose of opening a customized branch in Hangzhou is to further expand the market and make it convenient for Hangzhou customers to customize their purchases. ? Qiu Julan said.
in Qian Qing? Sincerely? In clothing stores, female customers often come to customize clothes and ask staff to help design styles. Customer Lan Xiaoqin said that it is difficult to buy clothes that you like in the market, and it is easy to bump your shirt. Customized clothes not only fit, but also show more temperament.
Marketing Skills of High-end Women's Wear
In fact, the attitude of selling high-end women's wear determines everything. Attitude is a driving force for a person to treat things. A good attitude produces a good driving force and is bound to get good results. How to do a good job in selling women's clothes should be careful not to make five fatal mistakes:
First, don't put yourself in a passive role
Many shopping guides who sell high-end women's clothes usually say the first thing when they see customers coming to the door. Welcome, sir/madam. Please have a look! ? Doing so will make customers unable to see the selling points in your store from your words, and you are more passive in promoting your products, and if you guide them like this: This way, sir/madam, this is a new style in our store, which is quite popular this year. On the one hand, it gives customers the information that there are new models on the market, on the other hand, it can take this opportunity to approach customers and find opportunities to introduce products, which greatly improves the chances of successful product promotion.
2. Never use imperative tone
Never use imperative tone to communicate with customers when selling clothes to customers. Such as? You try it? Have a look here? This will make customers feel compulsive and uncomfortable. Sometimes customers feel that it doesn't matter to spend some money, but the service makes people feel thoughtful and caring. So try to use it? Please/trouble your tone to communicate with customers.
Third, don't directly refuse the customer's request
Many times, if the customer makes a request, you will directly refuse it, which will shut the customer out, leaving you and the customer with no way out, and as a result, you will not be able to close the customer. Like? Our goods are not discounted? This is wrong. We should emphasize and shape the value of products first, so as to make customers feel that they are worth the money. You could say that. I'm really sorry, our goods are all produced by the factory, clearly marked, and the quality is completely guaranteed. Isn't that what you care about? You can't say too much. You have to leave a way out. If adopted? Excuse me? Or talking to customers in a pleading tone will at least make them feel that you respect him.
Fourth, don't help customers make decisions
When customers can't make up their minds, they sometimes ask for the advice of the shopping guide. Don't say anything at this time? This one suits you very well. Will you take it? . But should shape the value of goods from the side. You can say. Personally, I think it looks elegant on you, which makes you very young and beautiful. ? In this way, Louis will give the ball to the customer and let her choose. Generally speaking, customers like to hear such nice words, although some of them are white lies. But sometimes what customers buy is comfort.
5. Don't sell products without pertinence
The design, function, quality, price and other factors of women's clothing should be suitable for people, so as to really make customers feel psychologically motivated? Compare? Transition to? Faith? , the final sale was successful. It is a very important link in women's clothing sales skills to make customers have the belief of buying in a very short time.
so what should you do as a shopping guide for high-end women's wear sales? The marketing planning of Hezhong is summarized as follows:
1. Smile. This is a manifestation of sincerity. It is a kind of wealth for the shopping guide to practice a charming smile without smiling.
2. praise customers. Everyone likes compliments. If you want customers to pay the bill, you have to make them feel comfortable. A sincere compliment may lead to a sale, and it may also change the bad mood of customers. So it is a good thing to learn to praise others sincerely.
3. Pay attention to image and etiquette. This is a respect for customers, but also a respect for their own profession. When the elegant and decent image of the shopping guide appears in front of customers, it can not only improve the working atmosphere, but also gain the trust of customers and give them a good feeling.
4. Learn to listen to customers. The shopping guide should not keep talking about selling products, but listen to the customers, so as to know more about the customers' purchasing information and motives, which will play a good auxiliary role for your later product promotion. Only when you understand the customers' needs can you serve them in a targeted manner.
The sales skills of women's wear have the following principles:
1. Start with 4W. Doing a good job in purchasing advice from the aspects of When to wear, Where to wear, Who to wear, and Why to wear is conducive to sales success.
2. The key points should be brief. When explaining the characteristics of clothing to customers, the language should be concise and clear, and the content should be easy to understand. The most important characteristics of clothing products should be stated first, and then spread out layer by layer if you have time.
3. Specific performance. According to the customer's situation, improvise, not the same, just say: Is this dress good? ，? This dress suits you best? Too simple and general marketing language. Change the way of speaking according to the sales target. Introduce different contents to different customers, so as to suit each person.
4. The shop assistant grasps the trends of fashion, understands the pioneers of fashion, and explains to customers that clothing conforms to the trend of fashion.