Successful sales case of high-end women's wear 1:
China's national image film Fan Bingbing? Blue and white porcelain? Dress, embroidered dress for Zhang Ziyi, Beijing Olympic Games and Athens to welcome the flame? Sophora japonica green, sapphire blue, jade fat white? Series of award-winning dresses, Song Zu Ying's magic flower dress in 2009 Spring Festival Evening? Maybe many designers will call their famous works wonderful, but Guo Pei designed them for himself? Famous dress? It seems natural. ? I have been doing fashion design. I know what the focus of fashion design is. I am the most? Is it suitable? Yes ? She told Global Entrepreneur.
1986 graduated from Beijing second light industrial school majoring in fashion design. While China's fashion industry is in the ascendant, Guo Pei's design occupies a corner in China's fashion industry? He has worked as a designer for famous domestic brands such as Tianma and Miranno for nearly ten years, which has enabled these brands to achieve annual sales of hundreds of millions of yuan. Guo Yi was the first to be promoted? Top Ten Designers in China? One of them is. The first taste of success didn't fuel her dream of wealth, on the contrary, she thought it would come true? Make a beautiful big skirt? Dreams come at the right time.
1997, Rose Square was born? Positioning as? High fashion? Each dress costs hundreds of man-hours and the price is as high as tens of thousands or even millions of yuan. This positioning was unique in the fashion world at that time, and Guo Peizheng took a fancy to the growing emerging consumer groups in China. With the accumulated fame and resources, we have customized high-end dresses for the newly rich people in China, and gradually gained the recognition of stars and artists. She also began to make costumes for the hosts of Spring Festival Gala and song and dance programs. ? Everyone thinks I have a personal relationship with the Spring Festival Gala. Actually, I don't know any director of the Spring Festival Gala either. I've never even been on the stage. ? Guo Pei said,? I know what kind of clothes they need. ?
Rose Square in Guo Pei is located in a 3,000m2 four-story building in Beijing North Fifth Ring Road. Here, 200 embroiderers are sewing dozens of clothes. In the shoe store next to it, several pairs of Chinese platform shoes with fine stitches and bright colors have been completed. Now there are 150 designers and design assistants here. A design studio of this scale is 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 gave Guo Pei more opportunities. In 2008, 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 suddenly cut into the theme, and I am good at proposition design. ? Guo Pei said that in this way, the design of Rose Plaza won three of the five series. And mass production is also done by her team. When choosing etiquette, I found that all ten girls are beautiful, but the standard of this beauty is not uniform, which can only be adjusted by customization, because emphasizing the unified beauty can create a sense of ceremony. ? However, although the Spring Festival Evening and the Olympic Games make it difficult for Guo Pei to erase her aura, she has been brewing for many years? Big skirt? Dreams are no longer illusions, 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 Jiayi
Since 2006, Guo Pei's personal design works have appeared on the runway. Her observation of life and her inspiration for traveling around the world are also reflected in her works, such as the application of Buddhist beauty contained in Thangka in reincarnation, the feeling that giving birth to a daughter will wait until you are older, and the inspiration gained by traveling to Iran for 1,002 nights. And in May this year, Guo Pei's theme runway show? China bride? Will be unveiled in Beijing, and in June, by? China bride? A wedding dress brand with extended concept? Hey? The flagship store will be located on the Bund in Shanghai. Now, in the drawing room of Rose Square, a red cheongsam interwoven with red and silver is placed in a conspicuous position, Guo Pei said? China bride? This is the source of inspiration.
Three years ago, a girl who was about to get married in Hong Kong approached her to order a wedding dress, and especially brought a family heirloom. This red Hanfu 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 short, the girl's mother-in-law searched all over the tailor's shop in Hong Kong but couldn't find it. She said to Guo Pei, if you can't change it, there's really nothing you can do? Yes
Guo Pei was immediately moved. She left this dress behind. ? To tell the truth, I couldn't change it then, but I will 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 the right size. In this way, she completed this special entrustment. ? I was sorry to give it to her. ? Guo Pei still has nostalgia. I made more than a dozen pieces for her, which are not worse than this one in terms of aesthetics, but this one is the only one that touched her. ? Guo Pei said that at that moment, she made up her mind to make a wedding dress for China.
This is also a vacancy in the high-end custom wedding dress market in China. Guo Pei? China bride? The basic model of the wedding brand is set at 50,000-200,000. 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 Shanghai Bund10.5 million square meters Taikoo Foreign Firm. Guo Pei thinks that Shanghai's wedding market is broader than Beijing's, which is a new attempt. ? This is a kind of responsibility, which is different from previous programs. ?
Although it looks much younger than its actual age, it has always remained? Cute? Mentality (such as collecting hundreds of teddy bears), but 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 was a designer. She never compromised on whether the sewing machine passed 1 1 needle or 9 needles, and the fineness of the fabric thread. ? The place you see is beautiful, and the place you can't see is even more beautiful. As far as I know, it must be done well. ? On the other side of life, Guo Pei does not compete, such as driving and learning English. She doesn't want to spend time on such simple things as ordinary people.
? Must be good? Mentality can be seen everywhere. Guo Pei pointed to a dress with pink twist and golden embroidery thread, and said 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 workers worked in three shifts 24 hours a day. Besides, 30 pieces with strong visual impact? The story of the dragon? A series of clothes will also be on display.
Successful sales case of high-end women's wear 2:
Recently, Qiu Zailu, the chairman of Zhen Textile Co., Ltd., opened a shop. Sincerely customized clothing studio? A unique, elegant and beautiful fashion has attracted many women.
Qiu has been engaged in the textile industry for 2 1 year, and the textile fabric business has been booming. But because it is difficult for fabrics to establish their own brands, and because they have a soft spot for clothes, Qiu founded it the year before last? Sincerely? This custom-made clothing brand is designed for professional women aged 25-55? Tailored? Luxury clothes.
Does Qiu give customers a lot 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 links, Qiu's clothing studio can sell an average of 5 to 10 pieces of customized clothing every day.
After more than a year of 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 facilitate the customized purchase of Hangzhou customers. ? Qiu said to him.
In Qian Qing? Sincerely? In clothing stores, female customers often come to customize clothes and ask staff to help design styles. Customer Lan said that it is difficult to buy clothes that he likes in the market, and it is easy to break shirts. Customized clothes not only fit, but also show temperament.
Marketing skills of high-end women's wear sales
In fact, the attitude of selling high-end women's clothes determines everything. Attitude is a person's motivation to treat things. A good attitude produces good motivation and will inevitably get good results. How to sell women's clothes well should pay attention to avoid making five fatal mistakes:
First, avoid putting yourself in a passive role.
Many shopping guides who sell high-end women's clothes usually say:? 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 will be more passive in promoting your products. If you guide them like this, this way, sir/madam, this is the new style in our store, which is quite popular this year. On the one hand, it gives customers information about new models on the market, on the other hand, it can take this opportunity to approach customers and look for opportunities to introduce products, which greatly improves the chances of successful product promotion.
Second, avoid using imperative tone.
When selling clothes to customers, don't communicate with customers in an imperative tone. Like what? Have you tried? See here? This will make customers feel compelled 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 you to communicate with customers in a tone.
Third, don't directly refuse the customer's request.
Many times, if the customer makes a request, but you refuse it directly, it will shut the customer out, leaving you and the customer with no way out. As a result, you can't close the customer. Like what? Our goods are not discounted? This is not right. First of all, we must emphasize and shape the value of products, so that customers feel that they are worth the money. You could say that. I'm really sorry, our goods are all made in the factory, clearly marked and the quality is completely guaranteed. Isn't that what you care about? Can't say too much. You need to leave a way out. If adopted? Excuse me. Or talk to customers in a pleading tone, at least it will 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 the guide for advice. Don't say anything at this time. This one suits you very well. Will you accept it? . But should shape the value of goods from the side. You can say. Personally, I think it looks elegant on you and 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 customers buy comfort.
5. Don't sell products that are not targeted.
For the design, function, quality, price and other factors of women's clothing, it is necessary to suit people and truly achieve the psychological reasons of customers? 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? He Zhong marketing planning is summarized as follows:
1, smile. This is a sign of sincerity. Shopping guides can practice charming smiles without smiling, which is a kind of wealth.
2. Praise customers. Everyone likes compliments. If you want customers to pay the bill, you must make them feel comfortable. A sincere compliment may lead to a deal, or it may change the bad mood of the customer. So it is a good thing to learn to praise others sincerely.
3. Pay attention to image and etiquette. This is respect for customers, but also 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 impression.
4. Learn to listen to customers. Shopping guide should not always talk about selling products, but listen to customers, so as to learn more about customers' purchasing information and motivation, which will play a very good auxiliary role in your later product promotion. Only by understanding the needs of customers can you serve them in a targeted manner.
Women's sales skills have the following principles:
1, starting from 4W. Making suggestions on when to wear, where to wear, who to wear, why to wear, etc., is conducive to sales success.
2. The main 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, different, and say: Does this dress look good? ,? This dress suits you best? Too simple and general marketing language. Change the way of speaking according to the sales target. Introduce different content to different customers to suit everyone.
4. Sales staff should know the fashion trend, understand the pioneers of fashion, and explain to customers that clothing conforms to the fashion trend.