Analysis On The Application And Benefit Of Apparel Price Promotion

As a short term but quickly impact promotion strategy, price promotion is widely and frequently used in apparel marketing on account of the fierce compitition. The corresponding theoretical supports in this area are inadequate and the most of the price promotin decisions are made based on the experience of sales manager.There are many different forms of price promotion activities in apparel marketing, which are investigated and analyzed in this study. The methods of price promotion are summarized and classified. The similar meathods are compared in order to understand their characters and differences.The economic effects of apparel price promotion are analyzed in terms of opportunity cost and benefits, also the corresponding evaluating indicators are put forward in this study. Furthermore, the limits of the indicator are discussed on different conditions.Price reduction and coupon are the most complex forms of the price promotion activities applied in apparel marketing. Both theortical and actural discount amounts of these two forms are analyzed with practical cases.The influences of price promotion on consumers are directly related with the results of this activity. In this study, the most active consumers--the group of young adults, are investigated by the use of questionnaire and interview. The investigation include the consumers'behavior in garment purchases and their perceive on apparel price promotions. Based on the results of the investigation, the degree of stimulation is evaluated. The general model of the stimulation of price promotion on the garment purchase are given out on the basis of above reseach. This model is approved by the case of direct price discount promotion and satisfactory results are obtained.Finally, from the views of the promotional merchandise, target customer groups and brand positioning, a reasonable proposal of price promotions applied in apparel maketing is put forward. The results of this article can provide the apparel retailer as a reference to make marketing decisions.