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Reprinted from 228707865 at 11:09 on October 9, 2010 Reading (loading. ..) Comments (0) Category: Marketing Management
Giorgio Armani's shopping guide manual
recently read a Giorgio Armani's shopping guide manual, front-line brand, after all, have professional demeanor, look and feel valuable. Shop now transferred to the friends you see, as we operate to develop their own brand of clothing and provide a reference. Well, ado, the following comparison of the length of the article, in order to benefit from patience, be sure to read it:)
Chapter
corporate culture
a business idea
business objectives: Based on the Central Plains, the radiation, the first brand of men's oath
creating business purpose: to create the perfect stylish, sophisticated living
promote business philosophy: quality-oriented, customer service, build a chain network, creating Share
enterprise quality win-win idea: market making, modern management, systematic management, professional services
Talent idea: the survival of human resources is the core
corporate values: good faith is the enterprise survival fundamental
motto: Promises must be kept and action must be resolute
Second Company Overview
Italy Armani International Limited, founded in ****, is the design, production, sales as one of the major apparel companies, to **** Regional launch in China, Over the years, with Hong Kong's popular fashion information superiority, using the first , Northeast China and other regional first-tier cities, and won the trust of the customer groups, active and enthusiastic praise.
order to meet the Established in Zhengzhou, Beijing, Taiyuan, Xuzhou, Shijiazhuang, Jinan, Xi'an, Shenyang, Urumqi and other nine distribution centers.
in the the development of multi-brand strategy has been initiated. One ,style, has been loved by the majority of middle-aged men.
Italy Armani International Limited is a unique product positioning and, the novel idea of the effectiveness of operations, a strong professional team, in the clothing industry to create a miracle.
Chapter II fabric of knowledge
a fiber classification:
A. B. chemical fiber natural fiber natural fiber
:
(1) Plant fiber: seed fiber, bast fiber, leaf fiber, fruit fiber
(2) animal fibers: plush, glandular secretions
(3) mineral fiber: also known as inorganic fiber
chemical fiber:
(1) man-made fibers: synthetic hormone fibers, synthetic protein fibers, man-made mineral fiber
(2) of synthetic fibers: nylon, acrylic, Lycra and so on.
II fabric Mihara Organization:
A. plain weave twill weave B. ; C. satin weave
features: A. plain weave fabric ----- formation, fabric wear, easy to hanging wire. twill weave fabric
B. ----- than soft, do not wear. -----
C. satin weave fabric soft, shiny, and do not wear, easy sanding.
III, fabric and features
A, not linen yarn ----- woven from the flax fiber, but the cotton fibers are woven into a textile treatment process, with hemp fabric
fabric style, features: Oil Ping Ting, smooth clean, thin, thin, cool thoroughly, wearing not close, anti-wrinkle products is better than linen, but the larger shrinkage, a mesh, jacquard, squares and so on.
B, ----- linen linen made from flax fiber textile. Features: fine cloth clean, smooth, crisp, soft and flexible feel soft
with wearing cool, breathable, moisture fast heat, sweating is not personal advantages.
C, ----- ramie fabric ramie fabric is made of ramie fiber textile fabrics, and woven by hand can be divided into two categories.
features: ramie cloth permeability, moisture absorption heat quickly, through the cold wearing a very cool, not personal.
D, cotton blended with 55% ----- usually 45% hemp and cotton, or cotton, 50% of the proportion of blended, and maintained the appearance of rough hemp fabric keeps its unique style, but also characteristics of soft cotton fabric with a linen products to improve the appearance is not detailed enough clean, easy to fluff shortcomings.
E, wool and linen herringbone ----- 50% wool, 50% for ramie blended, smooth feel stiff and elastic.
F, polyester and cotton polyester blend fabric ----- often used 35% and 65% cotton polyester blend fabric, while maintaining the characteristics of polyester and cotton fibers with moisture absorption, easy coloring and wear comfortable, breathable performance.
G, ----- khaki twill khaki is an important species. Surface fine twill, straight lines, close texture thick, fastness wear and smooth crisp. Fabric density, penetration of the dye into the dye and thus often difficult grindability of friction between white and fold at the easy to break.
H, ----- flannel brushed cotton by processing the fabric surface layer of fluffy hair, kind of cloth known as velvet, as this is the existence of a layer of fluff, fluff a lot of air between the storage with better thermal performance. Features: soft, thick, comfortable to wear.
I, rayon ----- artificial cotton is made by the viscose fiber textile fabric with cotton characteristics, the moisture absorption, air permeability, dyeing and cloth the same fine cloth Leveling Kit, Bright colors, soft texture, but the large shrinkage.
J, also known as polyester fiber polyester -----, features are: flexibility, strength, more wear-resistant, wrinkle resistance than any fibers, good heat resistance, chemical stability, not afraid of insects borers, but the moisture difference.
K, acrylic ----- also known as polypropylene fibers. Features: fluffy and good. Density, moisture performance, soft, stiff, lightweight powerful big, light, chemical stability, no mold and borers, but do not wear, crease resistance is poor, and poor elasticity.
L, acetate fibers called cellulose acetate -----. Features: hanging weight is good, wrinkle-free moisture wicking, UV resistant, antistatic, antibacterial deodorant, but feels astringent.
M, also known as Lycra spandex -----, is currently the world use a wide range of elastic fibers, resilience, and not deformed.
N,: ----- Modal Modal is a recognized a new type of environmentally friendly materials. Its production is environmentally clean manner, with outstanding green features, is the pure natural fibers. Features: Soft cotton, silk, gloss, hemp's smooth, but with the water permeability are better than cotton, color is good, sometimes raising.
Chapter
classification and matching trousers
First, the classification of pants
1, according to the length Category: trousers and breeches
(1) is generally the length of trousers: 3 feet long, 3 feet 1 inch long, 3 feet 2 inches long, 3 feet 3 inches long.
(2) breeches points: Pants (length 70cm, 2 feet 1 inch)
Cropped Pants (length 80cm, 2 feet 4 inches)
Pants (length 90cm, 2 feet 7 inches)
is pants (length 97cm, 2 feet 9 inches)
2, classified by type version: straight, trousers, tapered pants, bell bottom pants, bias cut pants
(1) Straight:
A: a small straight features: 6-inch 5 Kukou so, basically the same in the following crotch, wearing fit.
B: the straight features: Kukou 7 inches or so, straight legs slightly smaller than the fat, type of dress can pull legs, slender and straight legs Chende symmetry.
C: Large Straight Features: Kukou 8 inch or so, legs wide, wearing elegant.
(2) Pants features: hip circumference, hip circumference than the smaller straight legs, a little fat, about the same pants and straight.
(3) tapered pants features: hip circumference, hip circumference, leg circumference than the fat, Kukou smaller, wider at the top.
(4) bell-bottoms are divided into: large bell-bottoms and micro-flares.
(5) Xiecai:
a. bias cut small straight features: made of straight jeans, wearing a slender legs.
b. bias cut in the straight characteristics: type of symmetry makes the legs, straight and round.
c. bias cut bell-bottoms features: fashion, the human body golden.
3, according to meet the occasion categories: casual pants and dress pants.
(1) casual pants:
a. Jeans features: tight corset style, rich youthful.
b. casual fashion features: avant-garde casual, often focus on appearance than decorative.
c. sports features: loose and comfortable, suitable for sports.
(2) is fitted pants feature: You can mix a variety suitable for formal occasions, wear, and diverse styles.
4, classified according to waist: high waist pants, the waist pants, and Di Yaoku
(1) high waist pants features: over the waistband above the waist shirt dress for beam.
(2) in the waist pants features: the waistband is just stuck in the waist position, using the most.
(3) Di Yaoku: Features: trousers below the waist below, or called no waist pants.
Second, pants and body
1, slender legs and round:
adapt pants type: this body, more perfect, you can wear any kind of style, the effect is very good.
2, short stature and thin pants
adaptation: A. Small straight jeans in straight B. D. C. Weila
suited jeans pants: A. B. loudspeakers wide leg pants pants
3, short stature and fat pants
adaptation: A. B. tapered pants trousers ; C.
not meet in the Straight pants: A. B. Small Straight Wide Leg Pants Pants D. C. bias cut pants jeans
4, thick thighs, buttocks Song:
adapt pants type: A. B. tapered pants trousers ; C. in straight D, jeans, pants suited
: A. Small straight pants B. bell-bottoms
5, calf coarse:
adapt pants type: A. in tube B. Wide leg pants pants ; C.
not meet the pants Pants: A. Type B. Small Straight Pants ; C. Cropped Pants Pants D.
6, shorter legs:
adapt pants type: A. B. Small Straight waist pants D. C. Xiecai Weila not meet the pants tapered pants
: A. Di Yaoku pants in tube B. C. Wide Leg Pants
7, legs and partial elderly:
adapt pants type: A. in-tube bias cut pants pants B. C. wide leg pants pants not meet D. Di Yaoku
: A. B. Pants Pants Cropped Pants D. C. Small straight
8, Leg by:
adapt pants type: A. in-tube wide-leg pants pants
B. not meet the pants: A tapered pant trousers B. C. D. Little eighth straight pants
9, hips too broad by:
adapt pants type: A. B. tapered pants trousers C. hips plus special body fat type pants pants
not meet: A small straight B. C. flares tapered pants
III: dress pants with a
1, colors
A, primary colors: red, yellow, blue
complex color: Red + Yellow = Orange Blue = Purple Red + Yellow + Blue = Green
secondary color: Yellow + orange = orange ; Orange + Green = Brown
B, color lines
(1) Hue: refers to the color of cold, warm Zodiac
(2) Purity: refers to the purity of color
(3) brightness: the brightness of that color
C,
tods shoes sale, apparel, clothing color classification:
(1) warm colors: red, orange, yellow, pink
(2 ) cool colors: green, blue, purple, green, gray
(2) intermediate-color: black, white, coffee
D, the color with the principles of:
(1) cool + cool (2) warm + warm (3) Cool + intermediate color
(4) Warm + Neutral Color (5) intermediate color + neutral color (6) of pure solid + Color
(7) Net color (solid) + Noise (8) solid + patterns
E, with the color of taboo:
(1) cool + Warm (2) bright + bright (3 ) dark + dark
(4) Noise + Noise (5) design + patterns
F, clothing color with the method of
(1) on the shallow depths: dignified, generous, quiet, serious
(2) on the light under the dark: bright, lively, cheerful, confident
(3 ) to highlight the shirt when: pants color slightly darker than the shirt
(4) When conspicuous pants: shirt color slightly darker than the pants
(5) difficult to match the green color in the clothing with the mix together with brown
(6) T-shirt with a lateral pattern, the pants can not wear vertical stripes or plaid
(7) T-shirt with Shu Wen flowers, pants should avoid horizontal stripes or lattice
(8) have mottled coat, pants should be worn Pure
(9) pants are mottled, the coat should avoid variegated
(10) large or complex pattern shirt, wear a solid color pants <br
2, trousers and dress with the method:
(1) Pants:
with clothing: A. short T shirt B. tunic and sleeveless T shirt
D. C. leisure slippers E . fashion slippers
(2) Cropped Pants:
with clothing: A. waist T shirt ; B. C. tunic short T shirt sleeveless T shirt
D. ; E. fashion slippers or sandals
(3) Pants:
dressed by: (1) Summer shall
A. Short T shirt B. tunic and sleeveless T shirt D. C. shoes, fashion slippers
E. ; F. casual sandals
(2) winter jacket shall
A. B. waist coat
D. C. tight sweater coat or jacket and long sections F. E. leather jacket leather boots
(4) is pants:
dressed by: (1) shall
A. Summer B. Short T shirt T shirt waist bodice C. D. sleeveless T shirt
E. F. fashion casual sandals slippers G, shoes
(2) winter jacket shall
A. tight waist sweater coat B. D. C. windbreaker and long sections leather jacket or shirt
E. F. Short down jacket G, shoes H, leather boots
(5) Small Straight:
with clothes: with any kinds of tops, almost no limits with exquisite single heel shoes, the best results.
(6) in the straight
with clothing: A. jacket B. C. waist bodice and long jacket D. coat or jacket or windbreaker Gua
E. F. G. rounded short jacket shoes or dress shoes <br jacket or Gua
E. D. F. boots shoes should not be too small, the roots should not be too small ; G. Short Jacket
(8) Pants:
with clothing: A. B had hip T-shirt . in the long coat or jacket or windbreaker clothing C. Gua
(9) tapered pants:
with clothing: A. had hip T-shirt ; B. trench coat and long coat or blouse
C. D. jacket or Gua
(10) bell-bottoms:
with clothing: A. short jacket ; B. tunic vest
D. C. fashion leather jacket ; E. F. in a tight sweater, fashion long shirt
G. H. delicate shoes footwear
(11) with a bias cut dress pants
: A. jacket ; B C. tunic and waist coat
E. D. F. fashion leather jacket vest H. G. elegant tight-fitting sweater coat
I. J. exquisite European version of the shoes footwear
(12) jeans with a dress
: A. B. Maga casual shirt ; C. jacket
D. E. waist tunic tops F. H. sweater
G. sports shoes casual shoes I. Travel Shoes
(13) fashion casual pants:
with clothing: A. avant-garde fashion dress shirt B. ; C fashion casual shoes
(14) sports and leisure pants:
with clothing: A. B. loose with a blazer sport coat for C. recreational sports footwear
(15) high waist pants:
with clothing: A. B. tight-fitting sweater vest D. C. shirt shoes
(16) Di Yaoku:
with clothing: A. jacket ; B. Lu Qizhuang C. D tight-fitting tank tops T-shirt
Purchasing Guide Chapter
work discipline, job responsibilities and the reception of customers note
I. Purchasing Guide the work of the discipline
1, Purchasing Guide in the course of their work, to wear clothes, wear a badge;
2, Purchasing Guide must do not be late, do not leave early, do class preparation, class after the handover;
3, the Purchasing Guide will not be allowed during working hours, personal items into the post,
tods online shop, must be stored in designated locations;
4, Purchasing Guide at work to maintain oral health, are not allowed to drink and eat with the smell of food; Business in the no smoking, eating snacks; need makeup, the makeup to go to the dressing room or bathroom.
5, Purchasing Guide to pay attention to instrument appearance, are not allowed to leave the strange hair and posts are not allowed to wear fancy dress, we must pay attention to personal hygiene and keep neat, clean, beautiful;
6, Purchasing Guide are not allowed to chat in the shop, jokes, slapstick, are not allowed in the shop a long conversation with friends and family;
7, Purchasing Guide can not sit and serve customers, are not allowed without permission from the posts, but not allowed to post no one;
8, Purchasing Guide to customers in the reception are not allowed to contradict with the customer occurs, quarrel, such as misunderstanding or experience with customers making things difficult for the individual salesperson, customers can report manager to solve;
9, Purchasing Guide at the close of business, are not allowed to store other than the cash limits are not allowed to divert money; forgotten items to the customer promptly turned over to the owner in time to find and can not be stored or unauthorized use of their own.
II: Purchasing Guide on the job description
1, in order to clean the instrument, warm and careful service for sales, learn professional knowledge, strive to improve their sales levels.
2, clean environment, clean stores, warehouses, windows and doors and windows of health, the clean and beautiful shopping environment to greet the customers coming.
3, check telephoned and laminates, the location in time replenishment of stock, the goods shall be filled for the failure to immediately adjust the display position.
4, order goods, the goods classification, and according to the type of goods, features to make the appropriate and proper display of the display.
5, the timely replacement of POP, and timely replacement of suspension hanging flags and posters at any time, the new listing information to post good pictures and price tag.
6, telephoned and shelf supply of all goods shall be the color, size,
tods shoes online, and product introduction, trousers and pants folder should be in the same direction stays aligned to with a
7, if stacked on shelves, stacked with a layer of board should regularly organize and maintain the same height, mounted not only to regular order, and must be frequently changed and ironing, no ironing trousers without standard suspension and OTC.
8, do a good job shift relief work, not only the main points clear when the transfer of goods, but also to the shift change of the class will be content to convey the spirit and notify the company, but into the required statistics, sales and stock data and fill out reports and do to be filled and sent in a timely manner, accurate figures, at the end of the inventory and warehouse together to do the work.
9, telephoned the goods should be labeled on the buttons, zippered, hang tag on the pocket inside the pants, or after, when the customer should be to help customers unlock the fitting button, unzip.
10, note that the sale of each section, and timely reporting manager, so managers can allocate the goods according to actual situation. At the same time under operating conditions, often the structure of commodity stocks, timely introduction of stock plans, Guarantee business color, variety, complete specifications, supply a sufficient number of obsolete models, slow-moving models, incomplete and shall be timely put forward opinions.
11, motivated, enthusiastic service, good sales in every detail, to pick a hundred tire, with high quality services to establish the company's good reputation.
III: Purchasing Guide to customers in the reception Notes
1, note the shopping signal
(1) When a customer when a repeated touch
(2) When a customer when the rise of
(3) when the customer suddenly stopped when
(4) When the customer's eyes in the search
(5) When the eyes of customers and Purchasing Guide collide when
(6) When a customer when comparing goods
(7) When customers talk to their friends comment When
(8) When a customer of a commodity for a long time staring thoughtfully when
2, when the customer when fitting
(1) out of the customer to try the pants, to help customers check the size.
(2) to help customers unlock button, pull zipper.
(3) the customer received the dressing room and reminding customers the personal belongings brought into the dressing room.
(4) inform the customer's own name, so that customers need help call their own.
(5) to encourage customers out of the dressing room, so expand the review.
(6) in the customer out of the dressing room, should promptly communicate with the customer's companions, in order to promote sales.
(7) the customer out of the dressing, do not praise the customer immediately, should help customers order clothes, then the proper conduct of praise and comment, do not let a false sense of customers.
(8) when the customers try the pants code does not fit, should be practical, quick to the customer to find a most suitable size, the size does not fit the customer, they should recommend another style or similar style to their test style.
(9) in the customer request the recommendation should be based on size and customer preferences, as far as possible in one step, when a customer recommended three or more consecutive, not to achieve customer satisfaction, the customer will lose confidence and brand shopping guide .
(10) fitting in the comments made when the customer should be combined with observations and recommendations of peers, to meet the customers and their companions.
(11) customer dissatisfaction, it should encourage customers to try other styles.
(12) fitting the customer, we recommend the customer with what kind of coat and shoes, the effect is the best.
(13) when the dressing room there are other customers are using, it should please the customer wait a bit or take the opportunity to introduce other models customers again.
3, when the customer decides to purchase
(1) to help customers carefully folded his trousers, and on the handbag, and gave the customer bearing the store address and contact information of the credit card.
(2) to help customers packing pants, make it clear to the customer the original price and discount price, as well as ongoing promotions or special offers, and the customer received the cashier.
(3) delivery at the customer when the customer made it clear to the care and maintenance methods, including ironing, washing, proper preservation methods.
(4) the customer to the door, and sincerely thank the customers to visit, hoping she can once again visit.
(5) tell the customer side of free pants and high-quality repair service.
4, when the store does not stock-
(1) accurately verify whether the warehouse stock, if not truthfully tell the customer should be, should not take other sizes intention of deceiving customers.
(2) did not confirm the stock when the customer wait, call transfer goods from other stores.
(3), please contact the customer to leave, there should be a positive stock and timely to inform customers.
(4) recommended a substitute for or a similar test to the customer.
(5) the consent of the customer agrees, you can test code or a small one yard freshman pants.
5, when the customer did not purchase intent
(1) ask the customer's needs, and sincerely listen to the views of the customer record or building in a timely manner, and the feedback the company.
(2) ask the reasons for customer dissatisfaction, try to make the final to retain and remedies.
(3) leave the customer details, including height, body, preferences, etc., that meet customer requirements of the new arrival should take the initiative to invite customers
try.
(4) also would like to thank customers for coming to the customer to the door, hoping to see her again.
Chapter
customers of consumer psychology
one, customers of consumer psychology
psychological consumers to buy goods, but also with consumer demand, is diverse, and is complex. Because everyone's interests, hobbies, personality, culture, economic conditions are different, psychologically also vary in the purchase, so the formation of a variety of purchase motivation.
1, realistic psychological means customers buy clothes, to the pursuit of practical and affordable clothing for the main purpose for psychology. Mental realistic to focus on the products purchased by the inherent quality,
tods shoes, practical utility, while its appearance is not very picky fashion popular with their clients, the concept of economic income and consumption are closely related.
2, Yoshikatsu psychological means to show their better than others, show off to others to buy their own psychology, which most customers buy clothing when the clothing brand or grade requirements.
3, curiosity refers to like trying to buy the primary purpose of psychological, that customers buy products, often driven by the freshness of goods, want to know what was going on, feel novel and interesting, will have improvised purchase.
4, Innovation and psychological means when customers buy clothing to the forefront of the pursuit of fashion and novelty clothing for the primary purpose of the mental, the psychological novel focuses on costumes, unique and individual, pay attention to color, pattern and fabric the new time, and whether the prolonged wear of clothing, the price is reasonable, not care about.
5, for the United States refers to the customer in pursuit of psychological clothes shopping as the main purpose of aesthetic psychology, this kind of psychological focus on the clothing style, color and art, with particular attention to colors, shapes, styles and other specific cultural taste,
tods online shop, embodied the style and personality, not like the clothes too fancy, color messy, use value of the clothing itself and prices are more neglected.
6, fame psychological means when customers buy clothing to express themselves to the pursuit of identity, status, values, wealth as the main purpose of the psychological shopping, pay more attention to clothing brand, price and public visibility.
7, refers to the pursuit of seeking psychological excellent quality products for the primary purpose of the purchase of psychology, the origin of clothing, manufacturers, trade marks, very seriously.
8, seeking psychological means customers buy cheaper clothes, in pursuit of cheap, purchase price as the main psychological. Such customers care more about the price of clothing, like the fire-sale and discount clothes.
9, mimic psychological means customers buying clothes, in pursuit of sync with the celebrity as the main purpose for consumer psychology, also known as the herd mentality.
10, mental speed that customers demand to buy clothes, want quick and convenient service and the formation of purchasing psychology. The time and efficiency of customer special attention, tired of the selection time is too long and too low sales efficiency.
11, a good psychological addiction refers to the customer to meet the special interests and the formation of a purchase of psychology, which customers prefer to purchase goods to maximize the psychological satisfaction, enduring orientation.
12, seeking safety and psychological means the customer in pursuit of safety and health psychology as the main purpose of buying this product the customer more emphasis on safety, health, non-toxic and without side effects.
Second, the eight major factors affecting consumer
1, refers to social and cultural development of mankind in the process of social and historical spirit created by the sum of wealth and material wealth, including the customs, behavioral norms, religious beliefs, values.
2, epidemiological factors refers to the ratio on the rapid spread of endemic social things, to form a center of interest and the consumption boom, bring great vitality to the market and impact, also known as fashion or fashionable.
3, garment products functionality and the psychological characteristics of apparel goods that draw customers with high level needs or to meet customer demand for another part of the high-level, characterized mainly as a symbol of function, aesthetic function, mental function and pop pleasure features, seasonal, regional and social.
4, trade names borrow the language of the summary reflects the main features of products to help customers understand the product's features, the image of memory products, and enhance the love of goods.
5,
tods online, trademarks that distinguish goods operated by the operator of a mark or symbol, plays an induction consumer psychology, the role of sales promotion.
6, packaging and protection products that used to hold the container or wrapping material, used to decorate products, protect the quality of goods, landscaping products, and promote the role of commodity sales.
7, commodity prices have a habit of customers to price stability psychology, psychology sensitive to price changes, compared to the tendency of commodity prices on the price level of sensitivity.
8, commercial advertising has shortened the distance between enterprises and customers, is to establish links between enterprises and customers bridge induce customers to buy the products desire.