With the gradual opening of China's market and the basic formation of buyer's market, Chinese enterprises gradually realize the importance of understanding consumer demand and mastering market dynamics in the competition, and realize the indispensability of marketing plan as a marketing intermediary. For this reason, I have compiled a model essay on the marketing scheme of clothing for you. Welcome to refer to it.

Model essay on clothing marketing scheme I

I. Overall thinking

Tanabata is a traditional Valentine's Day in China. As Chinese people cherish China's traditional culture and folk festivals more and more, and businesses make great publicity and hype every year, Tanabata Valentine's Day has become one of the must-see festivals for couples. This promotion planning case mainly puts forward two close? Tanabata? Theme of large-scale promotional activities, to cooperate with the store's various businesses, venues promotional activities, to create a strong Valentine's Day consumption atmosphere.

In addition, as gold jewelry is one of the main commodities of Valentine's Day, it is suggested that the shopping mall should be geared to the wedding market once a year? Autumn clothing festival? Started on Tanabata, with? Festival? Promote? Festival? And take advantage of the huge business opportunities of Valentine's Day to bring a good start to the Fashion Festival.

second, activity time: Thursday, August 16? August 19 (Sunday)

III. Store layout

In line with the theme of Tanabata, it is suggested to set up a magpie bridge in the shopping mall's * * * enjoyment space. According to the legend that cowherd and weaver girl can be heard under the grapes, the main entrance post is decorated with green plastic vines to form a grape trellis, creating a rich atmosphere of traditional China Valentine's Day.

Fourth, event planning

(1) Clothing Festival

1. Theme

A century-old shop, a hundred years of harmony? 211*xx Clothing Festival

[Theme Interpretation] What is the theme of this activity? A century-old shop; A hundred years together? , focusing on the wedding market, with a clear positioning, will highlight the most competitive brand reputation advantages of the gold jewelry store in xx shopping mall, and attract target consumers with integrity and blessings.

2. event planning

the clothing festival will last from August to? Eleven? During the Golden Week, * * * is more than a month. For such a long time, the promotion activities should be hierarchical and phased. The promotion period of Tanabata is the warm-up period of the clothing festival activities, which attracts consumers' attention to the clothing festival activities and promotes the next consumption.

Fashion Festival starts romantically, and you can choose from seven dazzling gifts at will.

During the activity, you can buy clothing products totaling 3111 yuan, that is, you can choose one of seven kinds of discounts.

bedding 77 yuan discount coupon suit 77 yuan discount coupon shoes 77 yuan discount coupon

women's 77 yuan discount coupon clothing accessories 11% discount card Chinese clothing 61% discount card wedding photography 21% discount card

3, exhibition creativity

each jewelry brand has launched several special Valentine's Day promotion models, which can be expensive and expensive, or specially designed for Valentine's Day, and displayed with dried flowers and creative collocation. Covered with a transparent glass cover, the classic models stand out from many jewelry styles that make consumers picky, forming a romantic and aesthetic effect under the matching of flowers, and forming an irresistible temptation to consumers. Moreover, women are often compared to flowers. The collocation of flowers and jewelry is a metaphor for the harmonious relationship between women and jewelry. The unique display mode with appropriate lighting and background will surely attract consumers' attention and produce excellent promotion effects.

(2) Full-court activities

1. Full-court theme activities

(1) Activity theme

Romantic Tanabata, Lucky 77

? More than 111 yuan, 77 romantic gifts are available on a first-come-first-served basis

(2) event planning

77 items are provided as gifts by in-store merchants, and an activity area is set up in the enjoyment space of * * * on Saturday and Sunday, and a large kt version with the names and pictures of 77 gifts is made. According to the usual practice, all items are divided into department stores, clothing and gold appliances. During the activity period, consumers can participate in the event only if their cumulative consumption exceeds a certain amount.

(3) Prizes

Each merchant in the store provides a physical gift with a price of not less than RMB 111. If the price of goods is generally high, it can be replaced by RMB 111 vouchers. Consumers draw prizes on the spot and receive prizes on the spot.

(4) Preparation of promotional materials

① Design and production of KT version

② Description of activity rules

④ Tables and chairs needed for the activity venue

2. Other promotional activities

(1) Buy Valentine's Day gifts and send cross talk couples a package? During the activity, when you buy a Valentine's Day gift ticket in 771 yuan, you will get a cross talk couple package.

(2) romantic magpie bridge, love transmission? During the activity, you can enjoy free ems express delivery in China when you buy a single ticket of Valentine's Day gifts of specified categories in 771 yuan, so as to convey romantic feelings for lovers who are separated from each other.

Model essay on clothing marketing plan II

I. Purpose of activities

The Spring Festival is a traditional festival of the Chinese nation, symbolizing the joy of saying goodbye to the old and welcoming the new.

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 activity is to win the heart in spring, 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:

The products of Senma are compact and light in texture, smooth and soft to the touch, soft in luster, good in strength, good in wear resistance, free from 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) Venue: Senma Fengjie Store

(3) Purpose: The purpose of this promotion is to clear up the company's overstocked inventory, help end customers sell Senma clothing quickly, improve consumers' awareness of and loyalty to the brand of Senma clothing, and make early preparations for the upcoming new Senma clothing.

(4) Main activities and procedures:

From now on, customers who come to the Senma store to shop in 211 yuan can enjoy a 11% discount, 21% discount in 311 yuan, 21% discount in 511 yuan, 7% discount and 51% discount in 711 yuan, and 6% discount or 51% discount on a Senma VIP card when it reaches 888 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 brand of Senma will also be greatly increased, making more consumers trust Senma.

Model essay on clothing marketing plan Part III

I. Preface

September, 1998? Birds in the Woods? It started in Wenzhou, Zhejiang Province, where the clothing industry suddenly emerged. At present, it has become a medium-sized enterprise with nearly 1,111 fixed employees, a monopoly network covering more than 21 provinces (municipalities and autonomous regions) and nearly 211 chain stores.

　? Birds in the Woods? The company is headquartered in Ouhai Economic Development Zone, Wenzhou, and the production design center is located in Zhongshan, Guangdong. The company has functional departments such as chairman's office, finance department, human resources department, development department, commerce department, planning department, production department and planning department.

　? Birds in the Woods? Casual clothing includes eight categories and more than 311 styles. Urbanization, popularization, fashion and leisure? Our style has won the favor of many consumers. ? Birds in the Woods? Gao yang? For a happy life? Banner, advocate? Live for happiness and live happily? .

At present, there are wolves behind tigers in the forest. Especially through this Beijing Fashion Expo, we should clearly see that the casual wear market is already very cruel. We can no longer focus on several brands in Wenzhou and some brands in other regions, which have changed with each passing day and developed very rapidly. We must be prepared to meet the worse challenges in the company's main ideology and increase our sense of crisis

Second, the company profile

At the beginning of our business, Birds in the Woods? That is clear? Advocating modern fashion life and casting first-class leisure brands? Corporate purpose, establish? Striving for quickness in stability and striving for perfection? Pay great attention to the development ideas? Talent? 、? Management? 、? Quality? 、? Corporate culture? And? Store image? Five major projects such as construction. Up and down, the company has worked hard together, thus achieving a gratifying situation in which the strength of the enterprise has been continuously enhanced, the monopoly network has expanded rapidly, and the sales performance has continued to climb. ? Birds in the Woods? Its successful operation mode has also attracted great attention from the overseas edition of People's Daily, China Business Times, China Clothing News, Clothing Times, China Textile News, CCTV and other news media.

yes? Birds in the Woods? Nearly a hundred people are here? Talent project? Go,? Birds in the Woods? Introduce a large number of senior management and technical talents to achieve? Only when people make the best use of their talents can they be used? And implement it? Survival of the fittest? Competition mechanism, advocate? Pressure and motivation coexist? , so that the enthusiasm, initiative and creativity of employees are fully mobilized, and the whole company presents a thriving situation. Among the administrative team, 83% are professional and technical personnel above junior college, and a large number of experts in marketing, investment promotion, management and supervision have emerged.

III. Market Status and Analysis

1. Market Background

(1) There is fierce competition in casual wear markets all over the country

Casual wear enterprises are increasing, and merchants are constantly emerging, dividing consumers' wallets and crowding out the casual wear market.

(2) The product structure is similar, but the old brands have the upper hand

Although the product structures of several casual wear are similar at present, The reason is that their market is rich.

(3) brand image synthesis

From the aspects of advertising, marketing level, brand appeal to consumers' preferences, the birds in the forest still have a long way to go.

Wenzhou consumers' awareness of casual wear has improved rapidly. They not only look at the products, but also pursue the price ratio.

2. Competitors (Wenzhou area)

The first group army: Bang Wei and Gao Bang, which are leading brands;

Second Army: Senma and Baird are strong brands;

Birds in the Woods and Italian Dannu of the Third Army.

features: high brand awareness, strong enterprise strength and large advertising investment. Implement localization strategy, reduce costs and strengthen competitiveness.

3. Consumer status

Consumers have recognized casual clothes, with 78.89% regular buyers, 8.15% occasional buyers and only 2.96% never buying. But the age structure is obviously small.

4. Market performance of forest birds

The popularity and reputation are not very high. Have a certain market share, especially in the southern market. Moreover, this year's product development still has certain competitiveness. Although there was a good performance of special price some time ago, the comprehensive strength performance was not outstanding.

conclusion: the market potential is great, and the task of guiding consumers through educational transformation is extremely heavy.

consumers have been cultivated into the habit of consuming casual clothes, which is completed by several brands. In the long run, at present, a considerable part of consumers will have a tendency to change their tastes, and the market potential is great. However, educating consumers is a long-term and gradual process, and birds in the forest have a long way to go.

IV. Macro-environmental conditions

1. Consumer groups

In the next 11 years, China? After 61? 、? After 71? Will gradually enter the middle-aged and elderly generation, their requirements for clothing are relatively simple, and the pursuit is simplicity and quality. And? After 81? 、? After 91? The requirements of a generation for clothing are completely different. This generation has advanced consumption concepts, dares to pursue individuality boldly, and has a strong desire for knowledge, achievement and expression. Hui Wenlong said that in today's changing frequency is getting faster and faster, clothing bears more people's thoughts and concepts and contains the cultural spirit of contemporary people. However, in today's era, consumers' requirements for clothing design are constantly changing, and seeking novelty and individuality is the ultimate goal of many clothing consumers. The freshness and strangeness of fashion have attracted many young consumers.

2. Demand situation

The whole Longcheng Road mainly deals in clothing, accounting for 48.15%, followed by shoes, accounting for 9.48%. Among them, Erqing Shopping Mall mainly deals in clothing, shoes, household appliances and accessories, while the first floor of Longcheng Famous Shop Square deals in shoes and the second floor deals in men's clothing. Longcheng Road, as the main commercial section in the downtown area, is busy with people and cars, but it is limited by traffic control (Longcheng Road is a one-way street), which brings a lot of inconvenience to consumers, but this section is still a commercial street.

5. Marketing strategy

1. Target market: Longcheng Road, Liuzhou City

2. Positioning: Longcheng Underground Street

3. Product line: Linzhongniao Clothing Company

4. Pricing: the composition of product sales cost and the basis for setting sales price

5. Service: after-sales customer service.

6. Advertising: Bird in the Woods Fashion Service Area

6. How to place the products

(1)? The right product? : in the product vividness