First of all, we need to clarify a question: selling point, what is it?
The so-called selling point, in fact, is a feature of the product attributes, that is, for the most powerful reasons for consumption. In layman’s terms, the selling point of the product is: the characteristics of the product itself and the customer’s actual purchase needs to meet the point.
In human terms, it is the reason why I bought your product.
For example, an ordinary-looking T-shirt.
100% Aksu long-staple cotton with perfect seams, which is the characteristic of this model.
Wrinkle-resistant and well-cared for, is what the feature does.
Not afraid to squeeze the subway, is the benefit to the wearer.
Putting it all together is its selling point, which can be boiled down to a formula of
Product features + advantages + user benefits = selling point
And from the designer’s point of view, often evaluate the style has not changed, purely from the design, there is no sense of design, design points.
Well, back to the beginning of the question, the design point is equivalent to the selling point?
I think that the design point (detail changes, etc.) is not necessarily the same as the selling point. Selling point also does not have to have design changes.
You may ask, “Isn’t the designer to design, otherwise the designer has nothing to do?
In fact, the designer’s “design” is a broad scope, should be the “product”, “commodity”, “creative The system that combines “product”, “product” and “creativity”. And not just a simple style or pattern changes so simple.
Why is there no selling point?
So, if your design wants to have commercial, that is, from the “best-selling”, “explosive” perspective, the above formula should be well thought out, why your models do not sell?
It is likely that one of the following problems: 1.
1. no characteristics of the product at all
This is well understood, whether from the design of the clothing itself, or placed in a large series, the positioning and role of this section, are ordinary, both no design point, and not a versatile “gold” section.
2. the characteristics of the product is not the merits of the product
To take an extreme example, your design is very creative, three sleeves of the T-shirt, two collar shirt, but this is only a feature, not an advantage, although very creative, but the average person can not wear, and is not a selling point.
3. The advantages of the product are not what the wearer needs
For example, the clientele positioning is vague or produces deviation, your clientele positioning and clientele needs, for this design feature or even merit, completely uncomfortable, so there is no way to become a selling point.
How to create the selling point of clothing?
1. To create the selling point of the goods, we must look at the price, fabric, color, pattern and process of the goods, the performance of the design style, the capture of the fashion trend, and the linkage and matching of the clothes.
That is to say, must stand in the wearer’s point of view, to discover and summarize the interests between the goods and customers.
2. In response to the above interest connection, together with digging this commodity suitable for which consumer level, which age group, which body type, which skin color, which occupation, which wearing occasion needs.
For example, color, because the most impressive thing about a piece of clothing is its color. The choice of color reflects the customer’s personality and attitude, and color is the primary key factor for customers to decide to buy.
In a sense, the color becomes both the core selling point, but more likely to become a minefield.
According to my analysis over the years, a considerable number of stagnant models (dead models) pressure inventory because of color.
That is to say, the color can determine the upper limit of a paragraph sales, more determine the lower limit of sales.
Another example is the style, if for women and young people, relatively, to emphasize the uniqueness of the style. And for mature people, focus on simple and generous, calm and uncomplicated. From another point of view, the low price point of the product is difficult to create selling points in the fabric, process (cost and uniqueness are limited), only in the style changes more articles.
And fabric, in general, the lower the price point of the product, the fabric is not easy to become the core selling point. The higher the price, the higher the maturity of the product, the more the fabric (material) needs to be the core selling point to create.
There is also the version associated with body type, color associated with skin tone, category associated with occupation, with associated with the occasion, etc., the selling point of this thing is never so simple.
And a good grasp of the selling point, for the shaping of the best-selling models (explosive) have a huge help.
For example, brand clothing, according to my years of observation and analysis, the most consistent with the brand genes of the classic models more likely to pop (a little change), the premise is: your brand genes to be very stable.
When product homogeneity is serious, differentiation is the selling point
At present, whether domestic brands or wholesale, the serious degree of product homogenization is very high. The deep-seated reason, or because most of the design are still in the style changes on the war of copying.
But there is no shortage of domestic alternative.
For example, the domestic brand: ICICLE of Wo.
In the middle and high-end commuter brands are similar in style, the Wo played a “difference card”, is “fabric”.
Most domestic mid- to high-end women’s brands, the promotion of fabric is high-grade, exquisite, luxury and other selling points. From the very beginning, the core concept is: natural, comfortable and environmental protection.
Natural materials are used as the core material of the garment, and natural dyes from plants are used to reduce the harm of harmful chemicals to the human body.
In other similarly positioned high-end commuter women’s brands, they do not bother to use “cotton” in large quantities, while cotton as the main fabric is used in the design of each season of ICICLE, using natural fabrics to make commuter clothes is the most characteristic concept of ICICLE.
This is undoubtedly a great distance from other brands.
Similar environmental protection concept of the brand also: Su Ran.
Zhihe’s environmental protection concept has occupied the hill of mid- to high-end commuter wear.
And Suran also holds the environmental protection concept and occupies the hill of mid-range casual wear. Plus a high price point and a low price point (relatively speaking), there is an essential difference in terms of positioning.
This point is also worthy of our consideration and reference.
Instead of doing the best, how about doing different. First do real differentiation, and then deep excavation.
How to create the selling point of clothing products and brands?
I summarized 8 points. Of course there must be more than one, because each point can be split and reorganized to create selling points, specific we can use flexibly.
I cited the actual explosive cases of domestic women’s clothing brands, there are examples to have the truth.
Find selling points from style and brand genes
This kind of selling point design is more applicable to young women’s brands, from the multiple style of this entrance to break through, such as the emergence of sweet and spicy style, sweet and cool style in recent years, style constantly cut, diversification, seeking more style possibilities, more in line with the young positioning of different and changeable, unconventional wearing psychological needs.
For example, the women’s brand Xiao Di Su, the highest sales of new models in early autumn 2021, process denim fabric, work style jumpsuit is a neutral and cool style, but the pattern is more kawaii Garfield, the overall sweet cool style is more outstanding, combined with the rich fabric, pattern brand genes, and Hyunya with goods and other marketing factors, the explosion deserves:.
Find the selling point from the style and pattern
This point should be the most familiar to designers and buyers, especially commercial brand designers, for the design of style changes, the scale is always not easy to grasp.
Design changes are too big for consumers to handle. Design changes are small, resulting in no “selling point”. What to do?
For example, the women’s clothing brand Taiping Bird 2021 fall this new, the version is responsible for the public friendly, tall, short, fat and thin are suitable. Style changes to seize the psychological needs of this consumer group, with a large lapel design that closely follows the trend, taking into account the fashion degree to ensure that the customer base area.
Selling point, not necessarily to be particularly trendy, particularly eye-catching, but for a commodity, each factor to be considered can be combined just right.
Find the selling point from the pattern and fabric
Usually, the middle and high-end brands with little change in style are more likely to cut into the selling point from here.
For example, women’s clothing brand: Su Ran. 2021 summer explosion, from the style of the indeed unremarkable, even many designers will say that this is too ordinary, did not appear before?
But it is precisely this “ordinary” that is not necessarily ordinary in the positioning of this brand. For example, the same silhouette and style, the effect of other brands may be different from SuRan. In addition, the fabric of Suran is the core competitiveness of the brand. The tight knit which is not easily deformed combined with the slim and accommodating fit are complementary to each other.
So, the selling point is not necessarily a single one, but more of a combination that forms the overall selling point.
Find selling points from wearability and cost performance
For example, the average price of ICICLE is about 4000 for autumn and winter models.
And this pure wool base shirt, wearing scenes rich, with strong, as long as more than 1,000 yuan, from the cost performance is particularly outstanding:.
Therefore, the best-selling models of high-priced brand clothing are usually not the profit models with high unit prices, but the models with the highest cost performance.
Find selling points from cross-seasonality
Like some brands whose price positioning is not low, wearing more frequently is also a hard demand of the wearer.
For example, many of our designers know MO&Co as a brand with a sense of design and a unique and distinctive style. However, according to my observation and analysis over the years, MO&Co’s best-selling models each season are mainly versatile and basic, especially the combination of black and white (the brand’s genetic color) and classic models are the most popular.
Another important point is that, because the unit price is not low (the following pop cardigan model is priced at about 1300 yuan), if you can achieve a large cross-seasonal, can be worn in a variety of ways, the probability of being able to sell will be greatly enhanced.
In addition to the above, there are.
Find the selling point from the price
Price is an important factor influencing consumers to buy, especially for groups with high price sensitivity, low price or even high price can be a selling point.
From the color of similar products, size to find selling points
Similar products can surpass rivals through color and size and upgrade products.
Find selling points from new categories
Become a category pioneer or leader through innovation and focus to build trust backing.
Finally, I briefly summarize the core selling points that can be extended under different positioning, right as a brick and mortar.
Fast fashion positioning, driven by capturing popular elements to extend the selling points
Basic public positioning, driven by meeting the common needs of the public to extend the selling points
Designer brand positioning, driven by the presentation of independent style to extend the selling point
Commercial brand positioning, driven by brand DNA combined with customer needs to extend selling points
