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1. Planning purpose and task

1. Establishing brand image

With the continuous development of the times, people's concept of fashion has gradually deepened and their awareness of pursuing fashionable beauty has gradually strengthened, which is a test for the current clothing stores. Our "perfectionism" is expected to realize the "perfect" brand business model through the physical mall platform, and provide in-place services to establish its own brand image.

2. Promote the brand concept

With the business philosophy of "fashion matching, perfect suit", we really launch the most fashionable complete matching design from beginning to end. Product types are located in all kinds of fashionable women's clothing styles: Korean version popular, European and American retro, Japanese sweet, national style clothing and so on. Our "perfectionism" meets consumers' aesthetic requirements of clothing through professional design, and saves customers a lot of time and energy in clothing collocation.

3. Improve market share

After the brand image is established and the suit concept is promoted, we can take the opportunity to increase the publicity of this brand suit, attract a large number of loyal customers in the immature period of consumer concept transformation and competitor direction change, expand market share, further enhance brand awareness, and make the "perfect" brand of "perfectionism" invincible for a long time.

Second, the current clothing environment

The clothing market in China is accelerating its expansion, and its consumption potential is gradually being explored. China's clothing is increasingly developing towards leisure, diversification, personalization, fashion and branding.

with the improvement of people's living standards, the process of clothing purchase and consumption has become an act containing fantasy, emotion and fun, and a pleasant personal experience, which fully demonstrates the status, education, appreciation and economic strength of consumers. Clothing consumption is not only the consumption of clothing itself, but also the consumption of brand culture, enterprise services and information provided by enterprises. Consumers' consumption psychology is gradually maturing, the main body of consumption is changing from middle and low grade to middle and high grade, and the share of high-grade demand is gradually increasing. In addition, consumers' pursuit of fashion is getting stronger and stronger, and they have higher requirements on the style, quality and popularity of products, and clothing consumption keeps up with international fashion.

among consumers, female consumption has become the main force of consumption, leading the trend of consumption. It can be said that the greater the share of women's consumer market, the more attractive women consumers will be, and the more successful they will be in the consumer market. The female consumer market is a vast market with great potential. Female consumers are the most active protagonists in the market. Facing the huge female consumption world, producers and operators have equal market opportunities. If the enterprise can win a loyal female customer, it can contact and win many consumers around her through this channel, thus expanding sales.

third, analysis of market opportunities and problems

in today's society, consumers are mainly concentrated in women, and we can focus on the women's consumer market, which has always been the head of the clothing market and leads the fashion and trend. According to statistics, the market share among the top ten brands is not large, many domestic women's wear brands are basically positioned in the low-end market, and there are few women's wear brands in the middle and high-end market, which has great market opportunities. But at the same time, entering the middle and high-end market faces many problems and challenges. Without our own brand, we need to build a distinctive brand that conforms to the market and can target consumers at the same time, so as to improve visibility and market competitiveness.

iv. marketing target

the sales volume of xx million pieces in the first year represents that the product has successfully occupied the market share.

more products were launched in the second year, with a market share of 11%.

By the end of the third year, it had a high brand awareness among consumers.

V. Marketing plan

Mainly from the aspects of product price, promotion and advertising.

1, price positioning

Clothing sales are relatively free and can have different styles, but expensive clothing is easy to be excluded from the general consumer groups. The price of a single piece of clothing that most consumers can accept is below 311 yuan, and the clothing pricing is dominated by the middle price of about 311 per piece. This price makes it easier for consumers to make purchase decisions, facilitate transactions and improve the transaction rate.

2. Promotion

In the form of sample delivery and preferential package, the terminal layout is promoted, which effectively accelerates the process of brand and product entering the market, promotes consumers' understanding and acceptance, relieves consumers' worries about new brands, and builds up their confidence in products, so as to establish consumers' buying and consumption habits, increase product sales and promote sales.

It pays attention to print communication and word-of-mouth communication, and carries out planned medium-and long-term integrated communication with various media resources. Its monopoly image is very distinctive. Promotions are mostly in the form of customer vip, giving customers more valuable and considerate services and paying attention to customer brand loyalty; Discount promotion is also done occasionally, mostly during holidays or seasons, but the discount is small.

3, advertising

overall planning

① At the initial stage of promotion, a breakthrough media placement strategy was adopted, and with a large-scale advertising placement situation and combined with the push-pull force of advertising, we strived to attract the attention of the public in the shortest time and quickly promote the market.

② appropriately reducing the intensity and frequency in the middle stage of promotion, and adjusting the advertising strategy in time according to the feedback information can lengthen the cycle, and adopt the way of long-term infiltration to ensure the steady growth of the market.

③ In the later stage of promotion, we should strengthen the advertising situation again, with low density and high intensity, and sprint, resulting in strong sales.

spokesperson image

requires beautiful appearance, connotation and femininity. In this way, the advertising performance strategy can narrow the gap between female consumers' recognition of their own images and expectations, trigger female hearts to sing, and arouse female consumers' psychological desire to worship.

Newspaper media

Advertising purpose: to explain the research and development of women's unique body curves and guide new aesthetics.

Print Advertisement

a newspaper

Publishing continuous advertisements in various newspapers such as xx Evening News, xx Business Daily and xx Metropolis Daily can attract people's attention with large space and fresh colors.

b magazine

because our target market is the consumers aged 15-36, mainly college students and white-collar workers, we should publish color-page advertisements with lyrical descriptions in youth magazines and magazines that white-collar workers like to read, such as X, xx and xx.

internet

Now the Internet has become a trend. Playing advertisements or flash and using interesting game links can also increase publicity.

TV media

The combination of pictures and music POP advertisements continuously set up eye-catching advertisements in sales points and shopping places, especially in major shopping malls and supermarkets, such as from the door to the room, which is conducive to reminding consumers, creating an atmosphere, raising awareness and promoting consumption. For example, Carrefour, Zhongbai Warehousing, Wushang Merchants, etc.

Festival promotion, many store systems will launch clothing festivals, generally twice a year. In January and June, manufacturers and stores will join hands to promote sales, give customers more valuable and considerate services in the form of vip, pay attention to customer brand loyalty, sponsor successful women's experience exchange activities, close the relationship with consumers and establish a good brand image.

VI. Expense Budget

The budget for the first year includes: advertising, sales promotion, on-site display at the point of sale, consumer promotion, online marketing, public relations, channel allowance, outbound promotion, market research, new product development, sales training and support, logistics expenses and consumer service support.

VII. Analysis of growth benefit

The loss in the first year should be controlled at xx million yuan, and the expectation is that it will be profitable without company. And make a profit of xx million yuan in the second year.

in the first five years, the sales profit rate will be maintained at 31%, and the payback period will be one year. The expected sales revenue of perfect women's clothing in the first year is xx million yuan, the expected sales volume is xxx pieces sold at the price of xx yuan each, and the variable cost of each product is estimated to be xx yuan. Due to the large investment in product research and development, promotion and channel support, the loss in the first year may be about X million yuan. The calculation and forecast of the balance of payments can show that Perfect will start to make a profit after a sales breakthrough of xxxx in the first half of the second year or so. Our analysis of water language women's clothing balance is:

each piece is sold at the price of xxx yuan. (Note: the price of the product is the average price calculated by the weighted average of all product prices in the planning book as the unified selling price of the product)

The variable cost of each bottle of product is xxx yuan.

the estimated fixed cost for the first year is RMB 11,111 (including product development and design, production equipment, daily expenses, investment in marketing and other fixed expenses). Clothing product promotion planning scheme 2

With the increasing number of casual wear enterprises, merchants are constantly emerging, dividing consumers' wallets and crowding out the market of casual wear. At present, although the product structures of several casual clothes are similar, the old brands still prevail. The reason is that their market is rich. It can be said that risks and benefits coexist, and opportunities and challenges coexist. Therefore, we launched a clothing promotion campaign.

first, the purpose of the activity

fully display the unique personality charm of xx clothing. Improve the reputation of xx clothing. Take xx clothing store as the source effect to drive the sales of specialty stores in surrounding areas. Promote the development of xx clothing in the market. Improve turnover, increase social benefits and enhance the cohesion of all employees of the company.

second, the theme of the event

fiery red promotion is another day.

III. Campaign slogan

Campaign slogan: Are you on fire? That is, consumers should abandon the old consumption concept in the past and re-select the consumption target; Consumers should choose new brands to spend, and it's time for a change; Let fully display consumers' personalized consumption. It shows that xx clothing is constantly improving itself.

IV. Venue

All xx clothing stores.

V. Activity time

21xx x month x day to 21xx x month x day.

VI. Activity content

Bundle sales of cultural shirts and design activity packaging. All key activity areas are packed in three dimensions. Make use of the special clothing of xx yuan and the main clothing at present to sell organically.

VII. Advertising Strategy

As this activity is a regular strategy activity, the focus of this activity is not the content of the activity, but the operation of the media. Therefore, the quality of this media release is particularly important. In addition, when new products are on the market, we should try our best to push the functionality and practicality of the products.

VIII. Comprehensive comments

At present, the xx market is full of smoke, and it can be expected that this price war will continue. If this is the case, it will actually be beneficial to xx clothing, because it will make xx clothing and other brands brand status. But if it continues for too long, it will make both sides lose, so xx clothing must make plans early and make steady progress. The activities must be systematic and standardized. Clothing product promotion planning scheme 3

1. Activity purpose:

The Spring Festival is a traditional festival of the Chinese nation, symbolizing the farewell of the old and the welcome of the new, and the joy of auspicious celebration.

The traditional habits of Chinese people are to celebrate New Year's Eve, get together with the whole family and visit relatives and friends. Retail, catering and other industries are bound to usher in the peak period of consumption, but also the peak period of promotional activities. It is also the best time for us to promote industrial sales and display brand promotion through the Spring Festival promotion activities.

Second, the theme of the event:

Win the spring to convey my heart, and there are countless surprises.

III. Scope of activities and product introduction Scope of activities:

Product introduction of all goods (except accessories) in the store:

xx's products have compact and light fabric texture, smooth and soft feel, soft luster, good strength, good wear resistance, no moth and mildew. Gorgeous colors, youthful breath, fashionable design, reasonable tailoring, people-friendly prices and many other characteristics.

iv. event planning

(1) event time: 21xx.12.11—21xx.12.25

(2) event location: xx Fengjie store

(3) event purpose: The purpose of this promotion is to clear up the current overstocked inventory of the company, help end customers quickly sell Senma clothes, and improve consumers' awareness.

(4) Main activities and procedures:

From now on, customers who come to xx store to shop in 211 yuan can enjoy a 11% discount, 8.5% discount in 311 yuan, 21% discount in 511 yuan, 7.5% discount in 711 yuan, and 6.5% discount or a xxVIP card when they reach 888 yuan (note that no discount is given, and no discount is given when sending cards), and they can purchase more than 1,111 yuan.

In addition, customers who have purchased over 499 yuan can also participate in the lucky draw once. 111% winning rate, surprises are waiting for you.

prizes:

grand prize: 999 yuan shopping voucher (1) first prize: 499 yuan shopping voucher (5) second prize: 399 yuan shopping voucher (8) third prize: 299 yuan shopping voucher (11) fourth prize: 199 yuan shopping voucher (15) Performed by temporary workers and local radio and television bureaus.

during the event, the promotion will be carried out by the sales staff of each store.

V. Activity budget:

Basic expenses: advertising expenses, leaflet printing, various publicity expenses, temporary workers' wages, overtime pay, prizes and so on. It is estimated that the cost during this month's promotion activities will be about 41,111 yuan, and various emergency expenses will be 1,111 yuan and 1 * * * 51,111 yuan.

VI. Effect estimation:

Through this promotion, the sales output and market share of this month have been improved, and it is estimated that the monthly sales will reach 1.41% of the average monthly sales, and the influence of the Senma brand will also be greatly increased, so that more consumers can trust xx. Clothing product promotion planning scheme 4

In order to promote the sales volume of the company's clothing products and enhance brand affinity. We have planned a plan for the promotion of clothing.

first, the activity target

high-quality, high-income unmarried men and women.

second, the activity time is

21xx, x, x, x, x, x, x, x, x, x.

iii. venue

xx road, xx district.

IV. Activity Content

This activity focuses on middle and high-level people.