The important link of clothing store positioning is customer positioning.

Customer positioning is a very important point in marketing. First we should analyze the market (why open shop) and then segment the market (which shop, clothing store, toy shop, specialty shop), and then do customer analysis and positioning (who is our customer and what group?) and then choose the right product positioning (which price should I sell to my customers to accept).

There are two such clothing stores: 1, the proportion of clothing styles in clothing stores is very interesting, which is suitable for young girls to have about 25% of their personal clothing, and the rest are mostly suitable for young women and middle-aged women.

2, clothing stores are all distinctive, clear positioning clothing.

But from the sales situation, there are no 1 shops in 2 shops. Why?

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Generally, the location is relatively narrow, and the net of scatters is relatively small, only for a certain group of people.

Assuming that the group accounts for 25% of the total population actually purchased, that means that another 75% of the customers will be lost, and that 25% of the population may be diverted from other shops, so the turnover is smaller.

If the store is all suitable for women of all ages

Then it will lose the personality of the shop, and without the target group, it will probably be diverted by other outstanding shops.

The beard's eyebrows are caught, but nothing can be caught.

The 1 shop's 25% costumes and 75% common garments are a good proportion.

The patronage rate of young women and women of all ages can be guaranteed, and because of the existence of young women, many 30 year old women will follow suit to buy individuality or public clothing.

And these

The guarantee is the premise of volume.

Assuming that the proportion of the two shops is 20%, the daily sales volume of other stores is 100, which can sell 20 items of clothing. 1 stores can reach 150 passengers per day, and the turnover can be 30.

Suppose that the daily flow of the two shops is quite 100, and the sales of all kinds of clothing are 20, so the shops with distinctive personality can sell 20 pieces of clothing every day, while 1 stores can sell 40 items.

For product positioning, whether it is playing the theme card or positioning ambiguity, is to improve the potential customer purchase rate, improve sales.

Whether it is clear or ambiguous, we must clarify the balance between the two, otherwise the sales crowd will be narrowed, and some potential buyers will be lost. If the positioning is too broad, they will be robbed by the shops with distinct positioning.

The Moderation between this is really thought-provoking.