If you can do these three things with mannequin props, opening a clothing sto...
Maybe our store is not big enough to be like Lululemon, but we can learn from it to achieve precise positioning. As the saying goes, every profession has its own specialties. The more precise your positioning, the higher your customer loyalty will be. Because only in your store can they find the feeling of "pain points being solved."
Many people will also say, my positioning is very precise, and I also sell casual women's clothing, but why is my business still bad? This is when the itch point is involved.
2. Approach the "itch point"
The "itch point" refers to the situation where, when customers have too many choices, factors beyond the product become the reason for their purchase.
For example, not many people are willing to wash clothes by hand these days. This is especially true when it comes to clothes that can't be machine washed. Although everyone knows that hand washing is cleaner, they are reluctant to accept outdated practices. Around this time, a high-end women's retail clothing store launched a free dry cleaning service for members: every month, clothes purchased from the store would be dry-cleaned free of charge. The higher the membership level, the more frequent this service. I believed their business would be strong. Moreover, while waiting to pick up their clothes, members would check out the store's new styles. Each piece, displayed on mannequins, looked so dazzling and eye-catching. The more they looked, the more they bought. This women's retail clothing store, by offering free dry cleaning, solved the problem of customers having to wash their own clothes, and naturally became more popular.
Even the fashion brand Uniqlo cultivates "returning customers" by solving the itch points.
We all know that L-size pants are mostly prepared for people with a height of about 175cm, but for some 175cm people, L-size pants have longer legs and are not very suitable.
UNIQLO's free trimming service captures the psychological needs of customers and solves this itch for this part of customers.
3. Solve from the excitement point
What is the excitement point? The idea is to let customers see different mannequin props that showcase different series of styles. After that, when they put on your clothes, they will exclaim "Wow" and have a strong sense of stimulation, feeling that the clothes are tailor-made for them, full of excitement. Moreover, with the increasing homogenization of the clothing industry, more and more customers are willing to pay for "excitement". If you want to cultivate a well-known brand, in addition to having pain points, itching points, and excitement points, it also requires time to settle, which is often difficult for many small and medium-sized stores. But if you just want to open a retail clothing store, these three conditions are enough, and in the end you will find that it is really not that difficult.
