Six Principles Should Be Paid Attention To When Choosing New Men'S Wear Brands

If you just stepped in

N0.1 brand positioning

At the beginning of choosing franchised brands, you should first know something about the clothing market in your city, especially the situation of your peers around the business circle.

If the consumption level in your area can not be compared with that of the developed areas, then you can't easily introduce high priced clothing. If you have a lot of casual wear brands around the shop, and the competition is fierce, then you can stagger the scope of business and put the target in ladies' clothes or professional clothes. The effect will be better. Or the local consumers prefer the women's clothing in Shanghai and Guangdong, so you can give priority to joining the brand of Shanghai.

These problems are clear, based on these circumstances to determine the general positioning of the franchise brand, and then look for the franchised brand, so that we can get twice the result with half the effort and improve the success rate.

Before you decide to join the brand, the answer to the following questions must be very clear in your mind.

Do you want to join men's wear, women's wear or children's wear brand?

What is the price acceptable locally?

Do you want to join the brand style casual wear, professional wear or ladies' dress?

What preferences do local consumers have in clothing purchases?

How much money do you plan to invest?

By this time, your target brand has been reduced to a certain extent. It may have produced several candidate brands. Then you can choose the items according to the items we mentioned later.

Popularity of NO.2 products

Clothing is a special commodity, and its purchase depends entirely on the degree of consumer love for goods.

Because of this, whether you want to join the brand clothing in the local word of mouth is good, and how popular the product is, is a key factor to be investigated.

This can be divided into several aspects.

First, what is the popularity of the brand in all parts of the country? What is the status of the brand in the consumer's mind? You can directly ask the Brand Company for its past sales data, and you can also see from the side that the sales department is aware of its sales situation by the shopping malls and the agents that run the brand.

Secondly, according to the location of the brand and the style of the product, how many people will be interested in buying this product in the local area? To judge whether the number of your target customers is sufficient.

Third, it depends on whether the price of its products is competitive in similar brands. Is the design style consistent with the consumption habits and preferences of local consumers, so as to avoid the possibility of conflict and conflict?

It should be noted that the popularity of the product is, on the one hand, a result of the brand's gradual precipitation over the years, and on the other hand, it is closely related to the advertising support of the company.

If a brand continues to advertise on the national media, maintaining a certain media exposure rate will be directly proportional to its popularity.

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N0.3 reasonable profit margins

Well, this is, of course, one of the most important principles.

Can you join the company to give you enough profit margin? Just looking at the surface discount and exchange rate is far from enough. There are many hidden items that you may not see.

Let's make a rough calculation.

You need to invest roughly in:

Shop rentals (which may be paid for three months or even half a year at a time).

Shop decoration costs (one-time input)

Goods fund (such as 45% discount, then the retail value of 100 thousand yuan of goods, you need to pay 45 thousand).

Personnel wages

Monthly store daily expenses (utilities, etc.)

Estimated revenue:

According to the sales volume of the shops and the sales situation of the surrounding brands, we estimate the number of sales per day, and make the best two plans, so as to get the daily turnover.

We must remember to consider the factors of discount sales. Many times, the goods are not sold according to the retail pricing, there will be many promotions and discounts.

Next, reduce the estimated revenue and investment, and estimate what kind of space your profit margin will be in. What is the maximum profit rate and the minimum? How long will it take to recoup its investment?

Development of NO.4 company

A clear understanding of Brand Company's development, including its history, current situation and future trend, is very important for your choice and decision.

As your supplier, it is also a business partner. Your development is closely related to the development of the company.

Of course we want to choose a company with good credit, mature and healthy development to work together.

If conditions are limited, we should at least clarify the following basic conditions of the company:

How many years have you been developing the first franchise?

How many direct stores are there? How many franchisees are there? How many stores are planned to expand?

Is the company's credit standing good?

How many brands do the company run at the same time?

Apart from headquarters, does the company have branches or offices in other parts of the country?

Does the company have its own production base?

Are the salesmen you are contacting with are professional enough?

Of course, what we want to point out here is that mature and well developed companies generally have higher conditions for choosing franchisees and higher charges for affiliate fees. That is to say, the entry threshold is high, and the support and service that they can provide are relatively perfect. Your success is relatively high; and the small companies that are just starting up do not have restrictions or restrictions on this aspect, but from inch to point, there are many problems that can be encountered by Ding, and the risks are relatively greater.

The choice between the two depends on your own investment budgets and business experience.

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Is NO.5 supply normal?

This is often ignored by many people, but it is really very important.

Even if you are arrogant in other aspects, but how often do you want to sell goods, and how can your business be good?

At the same time, it is still a little difficult to know clearly before joining.

Because if you ask the salesperson directly, they will surely tell you that you can rest assured that their supply is very good.

The reality is that many small and medium-sized brands in this country will have problems in this respect. This must be well prepared. Unless you choose a mature brand with a certain scale, you can fully trust them.

But the difficulty is not equal to no way.

You can get the phone numbers of franchisees who are currently running (or have run) the brand through the company or other channels, and call them directly to consult them. The answer is the most authentic and reliable.

NO.6 training and service support

The last point is also the most important point.

It is a real problem that many of our franchisees in the clothing business are lack of business experience. To ensure the high success rate of business, we need the training support of the company very much.

From the store image, display guidance, small goods management and sales promotion, if the company can train you with a whole set of methods, your business will have more than a half guarantee of success, otherwise the future will be slim.

The mature Brand Company's franchisees in various places should be carved out in a mold, and they are unified in the aspects of image, props, display of goods, service of staff and so on.

To understand the level of a company's management and training of franchisees, it is very simple to see more stores in different places. The situation is clear at a glance. This is like ESPRIT, LEVIS, which is a successful foreign brand.

With such a company, from the first day, the company will make detailed training plans for you, even if your original experience value is zero, you need not worry at all. As long as you follow the training plan, you will become a qualified professional clothing franchisee manager.

But for many domestic brands that are still developing, this is simply not possible.

Many companies have been silent after receiving your affiliate fees and payment. There are no training courses or training materials.

For a novice franchisee who has no experience in clothing retailing, it almost amounts to half of the possibility of business success, and the rest can only rely on its own business talents.

How much confidence do you have in your company when you don't know how to cooperate with such a company?

So, before signing up, you have to ask how much training and service support the company can give you.

This is very important.