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夏季,对于服装销售来说,被习惯性地认为是淡季。而服装在商场中的地位又是重中之重。这样的逻辑关系,让所有的人都会推想到:夏季,商场的服装销售也只能是惨淡经营。那真实的结果呢,从国家信息中心信息资源开发部、北京商业信息咨询中心的相关统计分析中显示,商场并没有让夏季成为服装销售的淡季。相反,甚至让一些品类的服装比其最旺销售时期的销售还要火爆。到底这些商场针对“淡季”,使出了怎样的“高招”“妙招”,能够在炎炎夏日,吸引众多的消费者,“不辞辛苦”地来商场选购服装并兴致勃勃地满意而归。通过我们对上年度羊绒羊毛类服装、羽绒服、男西服、女装四大服装品类,夏季销售突出的四个商场:北京城乡贸易中心、西单商场、东安市场、甘家口大厦的采访,商家自会有所感悟。
In summer, it is customarily considered off-season for clothing sales. The status of clothing in the mall is also a top priority. This kind of logic relationship makes all people think: In summer, the clothing sales in the mall can only be gloomy. The real result, from the relevant statistical analysis of the National Information Center Information Resources Development Department and the Beijing Business Information Consulting Center, shows that shopping malls have not allowed summer to become the off-season for clothing sales. On the contrary, even clothing of some categories is even hotter than sales during its most popular sales period. In the end, these shopping malls aimed at the “off-season” and used what they called “great tricks” and “coups” to attract many consumers in the hot summer days. They went “too hard” to come to the mall to buy clothing and were happy and satisfied. Through our interviews with the four major categories of cashmere and wool garments, down apparel, men’s suits and women’s wear in the previous year, four shopping malls featured prominently in summer sales: Beijing Urban and Rural Trade Centers, Xidan Shopping Mall, Dong’an Market, and Ganjiakou Building. The sentiment.