Shoe Brand Merchandise Planning Combined With Unique Marketing Capabilities Hold Long.

After the royal wedding of Prince William, the conjecture and commentary of the Royal Wedding seemed not to be lighten, especially during the wedding.

The success of these custom lace shoes is not only very suitable for the same brand wedding dress chosen by Kate, but also classical, but it is not the same old style. It also shows the royal wedding's support for its brand and kill two birds with one stone.

Although it is only a pair, Alexander McQueen design brand at the right time and place for Kate princess to meet expectations, but also create value for the brand itself.

The Alexander McQueen design brand is a perfect combination of merchandise planning and marketing.

In fact, in the development of every quarter of the shoe company, the real combination of commodity planning and marketing is not easy.

The existing problems of local shoe companies are often the design and

Convey brand spirit

The final product is facing the market and the terminal consumers. Therefore, the brand needs to identify the actual needs of the target consumers, launch the design research and development, and offer the products satisfying to the customers within the suitable time.

In this process, we need to use perceptual thinking and rational framework to structure products, and combine rational analysis with perceptual heuristics to design creativity.

In a sense, commodity planning is not only selling products, but also selling a concept. It combines the brand's creative concept with certain themes to create an atmosphere for consumers.

At the same time, brand spirit and ideas are conveyed to consumers.

At the wedding of Prince William, designer Alexander McQueen fully considered the importance of shoes to the bride's leading role, the bride.

Therefore, it is not only for a designer's identity to take full account of the factors including the color of wedding shoes, the height of heels, the fit of shoes, etc.

Alexander McQueen is designed from the perspective of commodity planning, combined with wedding theme, matching Royal identity and other factors. With the help of this wedding, the Alexander McQueen design brand has successfully made the spirit of the brand leave a mark in the minds of consumers.

However, not every brand can be lucky to become the darling of royal wedding.

But each brand as a way of life to guide consumers, but always need to insist on conveying their ideas and products to consumers, and through services to enable consumers to experience this concept in the process of consumption, so that consumers agree with the added value of the brand and follow the brand led lifestyle. When the relationship between consumers and brands is established, consumers have loyalty to the brand.

And the process of brand to convey the spirit to consumers has to be applied to many skills.

It is necessary to combine brand positioning and features to convey accurately, and to innovate and fully link with brand marketing.

Gloria GOELIA women's clothing pformation in 2004, from several years to the terminal display, the new image and good market reaction have witnessed the great success of Gloria pformation.

Gloria has introduced the concept of "travel" into product research and development. In the past few years, the footmark of the "global travel" has interpreted the brand connotation with the world tourism culture. Every quarter of the goods development will arrive at a stop. Every place will convey the local scenery, humanity and life breath through the display or magazines in the store terminal, and will also give some local special gifts to consumers.

Gloria brings consumers a psychological feeling: "I can also travel like a Gloria girl."

In the process of promoting brand concept to customers, Gloria has moved consumers with its own lifestyle and countless wonderful travel stories.

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Combine marketing with more effort

In recent years, with the introduction of well-known foreign brands into the domestic market, commodity planning has gradually been recognized by domestic brand enterprises. Many powerful brand enterprises have followed suit of foreign brands to set up commodity planning departments. However, due to the lack of practical experience and professional knowledge, the commodity planning department has not really been fully demonstrated and exerted.

Due to the high requirements of commodity planners, without professional training, learning and experience accumulation, the operation is really a little inadequate.

As for the footwear industry as a whole, at present, most domestic shoe brands do not have a good understanding of the importance and necessity of commodity planning.

Some business owners and marketing departments decide the goods of each season by experience and feeling. When the order meeting is held, they find that the whole stock is very messy. The color is dizzy, the style is disordered, there is no color series, no fashion theme, and the whole thing is a mess.

There are many indications that the popularization of commodity planning in the footwear industry needs a long-term accumulation process.

As the cornerstone of brand development, it is the core soul of brand management.

At the same time, commodity planning as a systematic way of thinking runs through the whole process of design, production and marketing.

The ultimate goal of enterprises and brands is to make profits, so commodity planning is closely related to the market, and from the marketing point of view, the concept of marketing planning with marketing force products is introduced.

During the Beijing Olympic Games, AOKANG group, a supplier of leather products for Beijing Olympic Games, specially appointed the Olympic ceremonial footwear designer to create the wedding shoes carefully for the Olympic group wedding consisting of 88 pairs of newlyweds.

It is reported that the designer integrates the Olympic elements such as bird's nest, water cube and Xiangyun into the design of shoes, conveying the design idea that new people step on auspicious clouds to be happy.

In fact, as early as a few years ago, AOKANG had implemented a new VIP marketing plan.

In the activity, AOKANG's designer carries out "newly married custom".

At the same time, combined with the slogan of "new dream and new life", the brand idea of AOKANG's "dream is coming out" is extended.

It also plays a stimulating role in the actual sales of the terminal, and promotes the brand of AOKANG.

It is not difficult to see that commodity planning must have some special marketing means as support. In other words, all commodity planning independent of marketing strategy lacks market power.