How to sell underwear. How To Sell Underwear Swimsuit Description For Sale

How to sell lingerie correctly and which sales technique will give the best results in your store? You will receive answers to these questions on this page. Here you will find all the main rules for the sale of lingerie. You will learn about speech templates, scripts and sales scripts. How to compose and apply them.

Please be patient, there will be a lot of information. Perhaps what you read here will fundamentally change the way you sell lingerie.

For starters, just think: why do people walk into your store, don't buy underwear and leave?

Thinking? ... Thinking well?

Here are the standard explanations of common sellers why they cannot sell underwear to buyers.

Buyers don't need anything now
Everything is expensive with us
We just came in to warm up
This girl was stupidly killing time
The buyer was angry, in a bad mood, etc.

Such truth happens sometimes, even quite sometimes, or even very rarely, or even less often.

These are just excuses, behind which there is nothing, nothing at all: no knowledge, no understanding, no skills, no skills, no result.

It's not the sellers' fault, they ordinary people, they didn’t go to sales trainings, they don’t know what to do in a given situation, they don’t want to read a lot of books for learning and generally learn something. This is true.

Here are a few of my options for why visitors leave your store without buying lingerie.

Nothing in the store attracted attention
It is necessary, but there is no money to buy something
Don't like what the seller has to offer
I don't like the seller (unconsciously)
No trust (unconsciously)
We need a cheaper option, but offered an expensive one
Used to buy elsewhere
More satisfied with the underwear that is now wearing
I really liked the product in another store
He wants, but pity money (the toad chokes)
Doesn't believe what the seller says (knowingly)
Wants to bargain (sports interest, but you don't like sports in your store)
Wants to save
Doesn't understand the value of the product
Didn't expect it to be so expensive
Wants to buy, but leaves to compare with other stores / departments
I'm not sure what to buy right now, etc. etc...

What is all this for?

And besides, people have many real reasons to refuse you a purchase. Moreover, most of these reasons are created by the seller by his actions or inaction.

But not every salesperson is talented. You tell me. He's not a psychic to read people's minds. How should he act?

Yes, he is not a psychic, but special talent is not required from him. In thousands successful companies From fast foods like McDonalds to auto manufacturers like Mercedes, sellers use sales scripts (speech templates) to work with customers. They have a set of templates and use them in their work. Almost every successful lingerie chain company like Incanto has a corporate sales ledger (scripts).

Due to the written sales scripts, well-known lingerie stores practically do not suffer from staff turnover, because they can train new sellers as quickly and easily as possible. They just need to select the right people capable of such work and that's it. No hard training required. It's simple. The only thing that needs to be done is to control the execution of the sales scripts, especially at first. You can do this yourself, being in the store and listening to what your sellers say and how, or with the involvement of a mystery shopper (for hire or an acquaintance / girlfriend). As easy as pie!

Help your salespeople, yourself and your business. Write yourself or order writing sales scripts and speech templates suitable for your store. Each separate store needs to write its own sales scripts. There are no universal sales scripts for everyone at once.

The fact is that each lingerie store sells products of different price categories, each store has its own competitive advantages, different positioning, customers of different income levels and positions, etc. All this should be taken into account by the sales script. If your trade point is located in a walk-through complex with a bus station, then you need an aggressive sales script. If you get the main profit from regular customers then it will be another script. If you are selling trendy and bright youth collections from the low-cost segment, then this is one situation. If you are selling expensive classic lingerie, then it is different. In general, I think the train of thought is clear.

You need your own unique speech patterns, your own set of stages and structure, your catchy words, your meanings, etc.

You cannot take a sales script from one context of use and use it in your own conditions, in a completely different context. The result may be the opposite of what you intended. Writing a sales script is a delicate matter that requires understanding and patience.

To write competent and working sales scripts, you need to understand how to make it very difficult for the buyer to refuse you.

In general, there are two types of failure types: logical and emotional.

There are few logical reasons to refuse a purchase, and they are clearly formulated in a dozen phrases.

But there can be many emotional refusals, like emotions, but the main emotional component that kills a sale is a lack of trust.

The professionalism of the seller lies in the ability to evoke trust and other necessary emotions from the buyer. The rest will be much easier.

Often the buyer acts instinctively without thinking. And the two strongest instincts are flight and rejection. There is also the instinct of self-affirmation, which finds application if the buyer refuses you. He becomes the master of the situation and is emotionally saturated, while the inexperienced salesman goes into an emotional minus.

Seller or Buyer. Who will win?

When selling, do not give reasons to the buyer to refuse you, competently work with objections and you will come to victory with him.

What stages of working with a buyer cause difficulties for sellers and are described by scripts:

Starting a conversation
Establishing contact
Identifying needs
Selection of options
Fitting sale
Up sell (sale of a more expensive product) and cross sell (upsell)
Work with objections
Completion of the sale

Rules to know when writing and using sales scripts.

Do not argue with the client if you want to sell him something, do not prove correctness or superiority.

The buyer will get a negative emotion and go into a defensive position, and you will not sell even a great set of lingerie at the lowest price.

An example of how to always agree with a client, even if he makes impossible demands:

You can sell this kit for a 50% discount, the price will suit me.

Usually- Of course not. It's impossible.

Necessary- Of course, I would give you a discount and more if we charged 200% on top. I really like you, but ...

Remember, you are working for results. For the result, you need to do everything right, even if you don't like it for some reason.

Get the client to talk more.

Each additional word of the seller is a risk of rejection. Reduce risks to a minimum.

Often a person already wants to buy something, but here some extra phrase sounds from the seller's side, which raises additional doubts from the client, and he refuses to buy.

Understand that people love, especially women, to be listened to. If you start a conversation with a customer, let him talk more, then your chances of success will increase. You only need to conduct a dialogue in the direction you need, and sales scripts will help you with this.

Use the wording you, instead of I.

Usually- I can offer you this and that ...

Necessary- You can choose this ...

Everything is clear here, people don't want to hear about you, they want to hear about themselves.

The primary task of the seller is to build trust on the part of the buyer. If there is no trust, then any cool sales techniques may not work.

Trust is caused by both non-verbal and verbal (speech) techniques.

To build trust, you first need to establish contact.

How to understand that contact has been established.

If the buyer answers questions, asks for an opinion, smiles, speaks more than you, accepts compliments, calls you by name (for this, the sellers must have badges), then this indicates the establishment of contact.

How to correctly take a position in a conversation.

Errors.

Quite often, sellers express their opinion, thereby indicating their position on the subject of the conversation. But your opinions may not coincide and then an internal conflict occurs in the client's head.

Examples.

1) - You have chosen an uncomfortable bra, better look at this one.

I trust my choice and want to try on what I chose.

2) - Show that robe over there.

I think you won't like it when you try it on.

I know better.

If your opinions coincide, then there will be no conflict.

Only when you have a good contact, or when a customer asks for your opinion, or when you have an aggressive fast sale, should only give opinions.

The more opinions you express, the higher the chance of disagreeing with the client's opinion.

The more you stand in any position or defend your innocence, the more the client will resist. Sometimes you will not hear it, it will happen in his head.

How to do it.

To indicate a position, you need to correctly formulate questions, not to answer the buyer's questions unambiguously, if his opinion is not clear, and to use words that reduce categoricality (this happens, maybe not quite so, most likely sometimes).

If your position is not clear, then there are no contradictions, there is nothing to argue with.

Usually:- It doesn't suit you.

Necessary:- I think we can consider more interesting options.

Sometimes, you can smear the tough and categorical position of the client.

I need a bust for up to 700 rubles. (And we, for example, have the cheapest busts for 800 rubles)

It is clear, as far as I understand, you are targeting the economy segment. (Trying to expand the price range)

If you want to give advice, then ask permission first, especially at the beginning of a conversation.

Example.

What to do if the client rejects the received offers and wants to leave.

Example.

I don't like what you showed. Uninteresting models. I'll come next time.

Of course not. Usually, underwear becomes interesting when trying on. I propose to try on these two sets and in the process I can pick up a couple more interesting models.

When working with a buyer, we work with objections up to 3 times in a row. It takes persistence.

If we get a final rejection, then when we say goodbye, we must try to create a basis for possible future sales.

Example.

Thank you for visiting us. Next weekend we will receive a new item, and there will be interesting models on you. I can notify you by sms if you want ...

Not worth it.

I understand you. If you will be here next weekend - come and visit us. I will be glad to see you.

Own depreciation.

Intrinsic depreciation is typical of unsure sellers and is read by the buyer on an unconscious level. It will be very difficult for you to sell if you devalue yourself, because it will be easy for the buyer to build a line of behavior to refuse, he will have every reason for this.

Signs of self-depreciation:

shifting gaze and inability to keep the buyer's gaze
justifications and ingratiations with appropriate intonations
apologies without reason
fuss and uncertainty in speech and movement
high-pitched voice

How to treat.

You just need to initially not accept insecure sellers. Make you learn speech patterns and possible answers to objections. Work out various situations in sales scripts as a basis for confident behavior.

Buyer depreciation.

It is mainly expressed intonationally (when something does not suit the seller) and in the hidden sense of expressions. It happens unconsciously, sellers often do not notice it themselves.

Example.

Actually, we only sell expensive French underwear (with intonation coloring).

So will you take something or not (with intonation coloring)?

I have been working for ten years, and for the first time I hear about what you are saying.

Etc. etc.

How to treat.

For sellers - cuffs, bonuses, dismissals.

At home - train self-control, track the reasons for the appearance of such situations and emotions, give an intellectual assessment of your emotions, you can come up with any suitable punishment for yourself.

Attracting and retaining attention.

Attraction and retention of attention usually occurs when a customer enters a store. Also, this need may arise later, when the buyer has already been in the store for some time. In this case, three factors must be taken into account: logical, emotional and temporal.

A person should understand why they attract his attention, see some kind of benefit (logical or emotional) in this.

Attracting and retaining attention should be done on time. In general, it is ideal to make an impact on the buyer when he is not distracted by external stimuli. long time and can completely switch to you. That is, if a person is talking on the phone or explaining something to the child or something else, then at this time you should not interact with him.

Soft script example (minimum pressure): Buyer only goes into a very large lingerie store.We catch the eye of the buyer. We say with attention to him:

Hello. I am the local lingerie guide. If you have any questions, I will be happy to answer them, just let me know. Make yourself at home.

After a person enters the store, we keep him in sight (glance over). You do not need to follow him, constantly look at him too. If the buyer has given a signal (a look, a question, is considering something for a long time, trying to attach a bust to clothes, etc.), then proceed to the next stage.

Example.

Hello. Today, you can buy brands 1, 2 and 3 from us much cheaper than in company stores. We are very often recommended as the most profitable store... If you need me, just let me know.

This example is for a department in a large mall with many branded lingerie departments. Competitive advantage for the buyer is low prices to the popular positions of those brands that are sold in the same shopping center.

The range of these brands is not too large. Other (unique for shopping centers) brands are presented in a wider assortment, and their mark-up is higher.

The competitive advantage for the store itself is the maximum profit per sale, by dragging customers to other more marginal brands and numerous upsell options.

How to write and apply sales scripts yourself.

We write a list of problematic issues and situations. We write options for getting out of them.

Problematic issues should be identified at each stage, without omissions.

Learn from the experience of your successful salespeople, and on this basis write sales scripts for the rest. Then you will have less problems with the introduction, because most lagging sellers (or new ones) are confident that best sellers know some secret that helps them to achieve results. Use this for effective scripting, citing a salesperson leader as an example.

Play out the written scripts live within the team, before implementation. Edit as needed.

Your speech templates should be tested before use. They need to be memorized, word for word, like poems in school, with expression.

If the sellers do not learn the scripts, they will think in conversation with the buyer about how not to forget the text, instead of selling. This will be noticeable and cause negative feedback from the buyer.

The higher the status of the store, the more obligatory the use of high-quality scripts is.

Stage - Beginning of a conversation.

Includes the following substeps:

Greeting self-presentation
The meaning of the appeal
Gaining Principal Interest
Program setting
Withdrawal of future objections
Reception "Your own game"

How to start a conversation with a customer.

Technique "False withdrawal"

Example.

- (Come up, smile) Hello, my name is ... I am a consultant ... (client tenses). If you need advice, please contact me, I'll be here nearby.

(The seller turns around, intending to move away, the client relaxes, sometimes calls the seller back. If the call does not occur, then the seller takes a step into reverse direction, then turns around and asks)

By the way, if you are interested in this particular bra, then it has several modifications. Tell me, do you already have any options to choose from?

Technique "Look"

Teach salespeople to catch the shopper's gaze when entering or a little later when the shopper is looking around the store. As soon as eye contact is established, the seller evaluates it as a reason to start a conversation and gives a feedback with a smile, facial expressions, gestures (I see you, I’m already running) and hurries (not to the breakup) to the buyer.

After that, it will be more difficult for the buyer to refuse consultations, because there was a reason - it was eye contact and emotionally positive feedback from the seller.

Technique "Butler"

An employee standing at the entrance (administrator) greets the buyer with a smile and informs him that he will now send a personal consultant.

Example.

Hello. We are glad to see you, go to the hall, see everything that you like. I will now send a consultant to you, and if you have any questions, he will be happy to answer them.

After the seller approaches, the likelihood of not accepting the consultation will be much lower. the buyer enters the admin area himself. Also, having caught a glance, the administrator uses it for a response: smile + text. The phrase "I will send" does not require any answer right now, unlike the phrase "Can I help you?" In this case, a program of actions is set. It will be much easier for the seller to approach the buyer and start a conversation.

Continuing Conversation Technique

The buyer walks on trading floor... At the moment when the buyer has stopped, or is considering something, puts on a bra (as if trying on), the seller comes up and starts talking (as if he is continuing a dialogue that has already begun). After voicing the initial information, the question to the buyer must be followed.

Reasons and reasons for the application of the "Continuation of the conversation" technique.

Technical details.

Example.

This bra has straps and a silicone back. Tell me, what kind of clothes do you choose a bra for?

New items.

Example.

This lingerie is from the latest collection and uses very interesting lace. What size do you wear?

Status.

Use with caution, not for all clients.

Example.

This model is chosen by high-status people who value prestige. How important is it to you?

Stock.

Example.

This model participates in the promotion for regular customers. Do you have a loyalty card?

Quantity limitation.

Example.

This collection is released in a limited edition and there are very few sets left. I think it will be your size. Tell me, are you planning to buy lingerie today?

Reviews.

Example.

Judging by customer reviews, the underwear of this brand is very comfortable to wear and does not deteriorate during washing. Tell me, are you already familiar with this brand?

Your opinion.

Use with caution, as the opinion may not coincide with the opinion of the buyer.

Example.

This bra will go well with your light-colored blouse. Do you have a lot of light top in your wardrobe?

Assumption.

Example.

An excellent choice, you can immediately see that you have good taste. What exactly attracted you to this robe?

Sense of humor.

Example.

All sizes of this model are coming soon. Why are they buying up all the best? (With the right intonation)

Question.

Example.

How good do you think you will be in this bra?

Once the conversation has begun, you can use whatever techniques and techniques are appropriate.

Greetings and self-presentation.

What can be used:

Vivid statistics - We are glad to see you in the store since 30 summer history You can ask me everything you want about all 15 brands of lingerie that are presented to you)
Non-standard comparisons - I am just engaged in the selection of lingerie for curvaceous forms, I will be your personal stylist.
Mention of famous brands (you can buy from us 1, 2, 3 ...)
An indication of the highest benefits of the buyer from working with us (All the most fashionable girls in the city dress up with us, I will select the perfect lingerie for you as quickly as possible)

You can use similar phrases:

when women want to find something special, they come to us first;
when my friends want to buy themselves lingerie, they immediately call me.

The meaning of the appeal.

The meaning of why you are addressing a person must necessarily be told. Many people think that this is understandable. This is clear to you. And buyers very often do not understand what they want from them, hence the possible negative reactions.

It is better to present the meaning of the appeal neutrally, without emotional connotation. Speaking the meaning of the appeal, we do not devalue ourselves and do not devalue the buyer.

Examples:

1) - I came up to you, because as soon as I saw you, I immediately realized that it could suit you perfectly;

2) - You can ask me any questions if they arise.

Setting the program.

The program is set in order to remove the client's initial fears and describe what and how will happen, naturally in the order we need.

What are the initial fears of the client not to communicate with the seller:

suddenly I don’t like anything, I don’t want to be obliged to the seller (happens unconsciously)
I don’t want to buy anything now, so I don’t want to chat
I don’t want anything to be forced on me again
again those annoying assessing glances
I don’t have enough money, but they will again offer me all the most expensive
they will get bored again, I know everything myself, I want to choose a set for myself, etc.

An example of an aggressive sales script:

Hello, I am a lingerie consultant. You can ... (client interrupts)

I am not planning to buy now. I just came in to look and ask the price.

This is already good. Even if you leave without a purchase, I will be glad to work with you. I just love to communicate and choose underwear. Let's pick up underwear for you at a comfortable price and go to the fitting room so that you can see how much it suits you. What do you think?

Usually the salesperson, if interrupted and cut off from the conversation, starts mumbling and quits working with this visitor. But in this case, we have an aggressive script that assumes that the seller does not let go of the client until the very end (the pushing element), until he makes a purchase or gives a final refusal.

If you don't process objections and remove fears from the outset, the likelihood of a sale decreases. Moreover, in this case, we remove fears with the same words with which they were voiced. After setting the program, the likelihood of fitting increases, which in turn increases the likelihood of a sale.

Gaining Principal Interest.

The principal interest is the point from which the development of the sale begins. If you get rejected during the sale process, then you can always return to the principal interest and develop the sale again. This is your safety hook so you won't fall below.

Ways to get principal interest:

Reliance on the fact of the visit.

Example.

How good that you came to us. I suppose you want to pick up some underwear. By the way, what exactly are you picking up?

Reliance on customer benefit.

Example.

You probably want to find something special for yourself. I can pick up your underwear as a professional stylist. Tell me what?

Reliance on the fact that a person already walks and chooses underwear.

Example.

You go around and choose underwear anyway. Let me advise you. Moreover, it will be much more interesting with me. Waiting for the answer

After one of these phrases, you need to pause. The length of the pause should be determined by eye, according to the degree of customer loyalty, for all external manifestations.

The less loyal the customer, the shorter the pause.

After the client responds, we can use his answer as insurance against possible objections.

During the conversation, you can return to your insurance.

Examples.

Well, you agreed so that I could help you with your choice. Let me get the job done.

2) - I don't like these models, I'll probably go.

You said you were looking for a classic, sleek bust under a blouse. I have a couple of other options for you. Do not give up halfway through what you started.

Removal of future objections.

This is a very powerful tool. The meaning is simple. You pre-vaccinate against the most common objections of buyers.

Example (removing the hidden objection "Expensive").

We have linen in different prices. If the price for something seems high to you, just be honest about it, we will find something else.

The complexity of the objection is expensive, lies in the fact that many simply do not voice it and close themselves from buying under other pretexts. Therefore, it is better to avoid such a situation in advance, so that the person will voice it when it occurs.

You can also work on the preliminary removal of any other frequent objections, such as: I'll think about it, I'll come to you later, etc.

Reception "Your own game".

You set your own rules (clear selection criteria), limit the customer's room to maneuver, making it harder for him to refuse your offer.

Example:

Realizing that you could look at lingerie in other stores and probably already understand what you need, tell me what should be the ideal option for you to choose it?

No, I went to see you first. (a person can answer and yes, it doesn't matter to us)

Perfectly. However, what should be the ideal option for you to choose it?

We need to pull out clear boundaries (criteria) from the buyer that need to be met (price, quality of materials, exact color, a certain type of bra, etc.) If you choose something within these parameters, it will be much more difficult to refuse.

...

Out of the big personal experience I can say that after the implementation of scripts, sales grow from 20 to 200%. This is not a joke, it really is. It all depends on your current level of sales and the professionalism of the sellers. The lower it is, the higher the results can be.

Learn more in more detail about how to sell the bottom correctly, how to write sales scripts correctly and what speech patterns to use you can learn on the course.

If you want to order a collection of speech templates and sales scripts, then fill out the form right now.

I want to go to the sea: how swimwear is taking over the fashion market

A few years ago, swimwear was bought for swimming and sunbathing. And they made very specific (few) brands. And now beachwear has become one of the most promising segments of the industry. Why?

Maybe you remember those jokes in noughties comedies and TV shows like Desperate Housewives? A Rich Man angrily asks: "You gave so many hundreds of dollars for two strings and three triangles ?!" Beautiful woman throws up his hands: "Actually, it's Chanel!" But jokes aside, women didn’t have much of a choice before. Very expensive brands were engaged in swimwear, and the mass market was just gaining momentum: in the primeval Benetton and Mango stores, a miniature rail with swimsuits occupied the far corner. Yes, clothes for the beach were also made by lingerie brands, but they were either frankly unfashionable and designed for adult buyers, or also expensive (if we talk about premium linen lines). Of course, specialized brands cannot be dismissed - Calzedonia and Victoria's Secret Swim, sports Roxy and Speedo have been around for more than a decade, but not that their beach lines used to be of interest to the fashion community as they are now, which means design in the nineties - early zero they did not differ in variety. As a result, filmmakers' dubious humor had real soil: this market segment existed in a vacuum, and, despite its obvious indispensability, swimwear vegetated in the shadow of other categories of clothing.

Today, according to the research agency Euromonitor, the swimwear market is one of the most promising and fastest growing in the industry: in 2014, its annual volume was $ 20.9 billion, and by 2020 the figures will be reached

Maybe you remember those jokes in noughties comedies and TV shows like Desperate Housewives? The Rich Man angrily asks: "You gave so many hundreds of dollars for two strings and three triangles ?!" But jokes aside, women didn’t have much of a choice before. Very expensive brands were engaged in swimsuits, and the mass market was just gaining momentum: in the primeval Benetton and Mango stores, a miniature rail with swimsuits occupied the far corner. Yes, clothes
underwear brands were also made for the beach, but they were either frankly unfashionable and designed for adult buyers, or also expensive (if we talk about premium linen lines). Of course, specialized
brands - Calzedonia and Victoria's Secret Swim, sports Roxy and Speedo exist
for more than a dozen years, but not that their beach lines used to be of interest to the fashion community as they are now, which means that their designs in the nineties and early zero were not very diverse. As a result, filmmakers' dubious humor had real soil: this market segment existed in a vacuum, and, despite its obvious indispensability, swimwear vegetated in the shadow of other categories of clothing.

Today the swimwear market is one of the most promising and fastest growing in the industry.

This is due to several factors at once. Firstly, travel today is a much more affordable pleasure than before: air tickets are inexpensive, and you can even get to a luxury resort at a democratic price tag (thanks to Airbnb). Accordingly, there are more people who travel a lot, and they continue to delight others, forming a relevant audience around them. Trips to the sea are still associated with dreams, and fashion is best suited to selling dreams. “Swimwear is associated with the idea of freedom, relaxation, happiness. After a whole year of work, meetings, family affairs, people want to relax, and this relaxation begins with the question of choosing a swimsuit, ”agrees Anna Pankratova, Image and Communications Department of Calzedonia Russia. In addition, there is a nice bonus for swimwear brands: due to constant travel, beach clothes are less and less correlated with summer season and is in demand all year round.

Kendall topshop

Chanel Cruise

We have all become more or less dependent on social networks and the notorious likes, so a spectacular beach outfit almost surpassed the tropical landscape in terms of importance. This is confirmed by Ekaterina Kireeva, Marketing Director of Agent Provocateur: “The cult of luxury has taken over social networks, and luxury is inseparable from the seaside and sailing. Swimwear, accordingly, is also a direct attribute of this dolce vita. Plus it's no secret that millennials are obsessed with themselves and their own appearance... And allow yourself 25 vacation selfies in the same swimsuit
they just can't. Previously, there were no special requirements for swimsuits.
did not have. It was necessary that it covered everything that was needed and was comfortable. Now
everyone wants to emphasize their dignity and look chic on the beach. For some
the tanning process itself has become secondary, the main thing is the effect that a girl will produce when she appears in a bathing suit from Agent Provocateur. "

Thirdly, an elastic little thing that used to be in a logical connection with the sea / pool / other big water, are now worn even in the city. As a bodysuit, as crop tops, even as short shorts (if the swimsuit is separate and implies retro
with a high waist) - in different ways. And giants like H&M make specials
with tips "7 ways to wear a swimsuit after the beach", as if taking it out of the zone of gray morality. All this is more than successfully superimposed on the bodypositive trends and on the apres sport style. We are sure that swimwear manufacturers are delighted with such coincidences.

Most people like to see beautiful people in swimsuits and associate themselves with them.

As a result, an interesting situation developed. Where there was complete calm 15 years ago, now everything is boiling and bubbling: swimwear even has a separate Fashion Week.
There is a huge demand for swimwear and there is a corresponding supply.
And competition, within which everyone is trying to increase capacity. For example,
in 2014, Victoria’s Secret announced that, in addition to the famous "angel" show, the brand would be doing an annual swimwear show. And they kept their word: an hour-long video story about how the VS beach catalog was filmed was released twice - in years and years, and it was broadcast on CBS. But neither investments, nor TV broadcasts, nor even the VS models - unearthly beauties - helped the brand. In April of this year, the brand's management decided to close the Victoria's Secret Swim line. Swimwear sales accounted for only 6.5% of the total, which was incomparable with the costs. And here
Calzedonia is doing well, judging by the results of its financial statements. A representative of the brand confirms that the swimwear market has changed quite a lot: “Today consumers are much more aware of trends, different types materials ", - he told The Blueprint, but noted that the most effective method fight
for the buyer and with competitors - to offer them a varied quality product
and track feedback. Obviously, Calzedonia is doing it so far.

Triangl

Victoria "s Secret Swim

Giant brands have to fight not only with each other, but also with thousands of baby brands. They do not have a long history, such sales and budgets, but they have the courage and motivation to look for other ways of development. Take the super successful young brand Triangl Swimwear. She appeared in Australia in 2012 and instantly became famous for her flamboyant swimwear under $ 100 from the uncommon
for neoprene beachwear. Already in 2014, the brand's annual turnover was
$ 25 million and the number is growing. “Initially, there weren't many opportunities in the Australian market to create very high quality items - the main demand is for bikinis under $ 100. At that time, our swimwear market was essentially divided into two camps: surfer brands and expensive designer brands. Therefore, our goal was to get into this small gap between the two existing categories and to please those girls who have the same swimwear requirements as mine, ”Erin, co-founder of Triangl, told The Blueprint. But she emphasizes that the success of her brand is not just a lucky coincidence: “Our clients are the main thing for us, we are focused on them as much as possible. This is reflected in everything from the design of our swimwear to our online activities and our social media. We also came up with a chat with a support employee -
this service works on the Triangl website in a 24/7 format, we instantly respond to what the client tells us. This ensures that we meet the high level of expectations. We want the Triangl experience to be absolutely flawless in every aspect, from the first click on our website to the receipt of the order. " It turns out that the new brands treat their business in an adult way and are initially focused on the most relevant approach for today's retail: “sell experience, not a thing”.

"They just can't afford 25 vacation selfies in the same swimsuit."

Or take another young brand - For Love & Lemons, a child of the Instagram era
from Los Angeles. At first, the brand's team made weightless underwear without bones and foam, which was appreciated by both young girls from social networks and large retailers like Revolve Clothing. Strong side For Love & Lemons is a verified aesthetics, so popular that a lot of girls want to be involved in it and therefore buy their products. The brand now has 2.6 million Instagram followers and a wide assortment, from girly dresses to swimwear, which almost all instagirls have been spotted this summer. At the same time, premium young brands are emerging that offer cool designs with excellent quality. One of the most striking examples is the Brazilian brand Lisa Marie Fernandez. Lisa Maria makes swimsuits that are just suitable for the city, and for the sea, and for parties on a yacht: with flounces, large details, but at the same time laconic. She took up her brand in 2009 - then, in her words, "the market was very pliable, nothing happened on it." Today, Lisa Marie Fernandez swimwear is sold in 182 stores around the world, and although their cost ranges from $ 300 to $ 900, buyers are more than satisfied with everything.

On the eve of the bathing season and vacation campaign, the issue of purchasing a new beautiful swimsuit is very relevant. This is exactly the wardrobe item on which, well, you cannot save money, otherwise there is a risk of ruining your beloved's entire vacation. You can go shopping, where the choice of swimwear is quite rich, look after and purchase the model you like.

This option is suitable for everyone whose shape parameters are close to the standard ones. However, many women are familiar with such problems as small breasts and wide hips, or, conversely, narrow hips and luxurious breasts. Recently, a disease such as breast cancer is quite common, when, for medical reasons, an operation to remove the breast is necessary. Fighting for the patient's life, surgeons are not particularly worried about the aesthetic problems that subsequently arise in women who have undergone surgery to remove one or even two breasts.

Even the highest quality prostheses can only be used with a very tight-fitting bra (what kind of swimsuit is there), and in some, especially severe cases, even closed swimsuits cannot hide deep scars. We focus our business, first of all, on those representatives of the beautiful half of humanity who simply cannot do without our help. Don't go to the beach or the pool though. Often they do this, because a person on the beach who does not take off his clothes even while swimming causes, if not bewilderment, then, in any case, genuine interest. Let's try to help everyone else, without exception, women, even with an ideal figure and without medical and aesthetic problems, but who do not have the extra money to buy an exclusive swimsuit model, but they really want to have one.

We rent a small room, where, at first, a workshop equipped with special equipment should be located (one machine will be enough for sewing knitwear and an overlock). We will install the fitting room right in the workshop, away from possible casual spectators. We will definitely equip the door with a latch lock, so that women, trying on a swimsuit, feel completely safe. Mirrors should be positioned so that the customer sees herself from all sides and can appreciate the work of our masters. In the hall-hallway (it all depends on the size) we will organize an administrator's corner, whose main duty is to acquaint clients with the list of services offered, to interest customers and guide them to the masters.

Now directly about the masters. V staffing table it is necessary to provide for the position of a tailor-cutter (it is better, but not at all necessary, if it is a specialized specialist in sewing lingerie). We do not invite designers and fashion designers until better times. We develop the lineup, taking into account fashion trends and current colors of the season, not forgetting, of course, about the good old classics, and further taking into account the demand for specific, most popular models. If it was not possible to get a specialist in sewing underwear, a master class for a tailor-cutter (of course, it must be a woman), we hold specific examples- several old swimsuits must be disassembled into separate parts and on their basis make patterns that will be used in work.

We decorate a showcase where we exhibit models that are popular this season, as well as those products that are designed to hide aesthetic problems and body flaws. They should be made as graceful as possible, so that our products in no case give a reason to even think that the hostess of the swimsuit has a problem. To achieve the intended goal, we close problem areas and as much as possible, but, without fail observing the proportions, we open those parts of the body where, as they say, there is something to show. In order not to turn such a swimsuit into a diving suit, in addition to elastane, polyester - materials that are usually used in the production of swimwear, we will make decorative elements designed to hide problem areas, or create the desired effect, from chiffon or light silk, but we will definitely select everything fabrics in one color. For the same purpose, you can use various rhinestones, sequins, buttons, rings, embroidery (you should make sure that our sewing machine performs the function of embroidery), etc. The main thing is that everything is in harmony and does not exceed the permissible measure. You should not use a heat-applied patch, it is unlikely to last long on a swimsuit. Many women do not limit themselves to buying only a swimsuit, but certainly want to have a beach set. We will offer them sewing a pareo and making a beach bag in the same style and in the chosen color.

I will not dwell on fabric suppliers in detail. Today the choice is so great that it will not be difficult to conclude a profitable contract for the supply of materials.

Do you know that OWN GYMNASTIC SWIMSUITS ARE POSSIBLE FOR SALE(with good benefit for himself) ABROAD.

For this, a new notice board has been created for the sale of gymnastic leotards abroad. It is better to fill out advertisements in English and describe your purchase in as much detail as possible so that later you do not have to answer each customer a lot of questions (in a young language).

Those who do not know English can use the Google translator. To make the automatic translation as correct and understandable as possible, you should use short, clear sentences. Let's say instead of CHARMING, FABULOUS, STUNNING, use Vivid, Spectacular, Saturated Colors, etc., that is, often used words and expressions, in this case you can be sure that they will most likely be translated correctly. Take the time to write a description, even by individual in simple words, as people often search for products by color, country, city, age, size.

Since gymnastics is one of the most popular sports in our country, there are a lot of children participating in competitions, respectively. And sadly, but swimwear for performances often cost a lot of money, even if sewn on your own (rhinestones are very expensive and are used in large quantities). And if a daughter has been engaged in rhythmic gymnastics for several years, then this greatly affects the family budget.

Families often deny themselves a lot in order to be able to pay for the child's travel to competitions, training, travel to training camps, items and of course good, high-quality swimwear for performances. But as you know, children grow up very quickly and sometimes the girl does not have time to perform in a new swimsuit a couple of times, as it becomes already small and you have to sell it at a lower price in order to be able to pay for the next one.

But this is not always easy, since the CIS market is very oversaturated with swimwear for performances, and abroad people experience an obvious shortage of craftsmen who can sew something sensible. And besides, foreigners have a very positive attitude towards purchases via the Internet, (in contrast to our customers), especially if these are goods of which it is rather problematic for them to find in their country. So there is no need to leave your new and used swimwear to gather dust in the closet, if you can sell them, to please both the customer and yourself :) Moreover, fashion is so changeable and designs quickly "grow old".

Several useful English expressions to fill in the ad.

Rhythmic gymnastics competition leotard

Chest -
Waist -
Hips -
Torso (body) -
Color-
Size-

Hand painted.

Website address:

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Selling swimwear requires more return from the seller than, say, selling clothes, or even underwear. The swimsuit consists of two elements, respectively, the size of the swimsuit and the bust should fit. The lower part is easier. It is more difficult to choose the top of a swimsuit that will accentuate the beauty of the bust or help to return the “discouraged” breasts to their proper place

The main task of the seller- to analyze the client's figure and unobtrusively suggest models that will emphasize the figure's dignity and hide the flaws. In this case, the main thing is practice and delicacy. Often women are embarrassed to show themselves to the seller in the model they are trying on, and simply state from the fitting room: either the size is large or small. The skill of the seller lies in liberating the client, letting him know what he wants and can provide real help. Contact should be made at the showcase, then it will be easier to work in the fitting room.

The seller must ask questions to understand what is required of a swimsuit, for what purposes it will be used. Often the buyer thinks that he can visually determine his size - a deceptive impression. But do not immediately sober up the client if you have determined with an experienced look that the size will be clearly small. Let the client try on this swimsuit, specifying that you are afraid that it will be tight. In the meantime, think about which models to offer for trying on. Remember - the undressed client in the fitting room is already 90% your customer. Women often recall their previous swimsuit, which served them "a million", show interest, ask to tell what kind of swimsuit it was, perhaps you have something to offer this kind.

If the client has decided on a swimsuit model, don't forget to offer related products. For a separate swimsuit - a pareo, a beach bag, a hat, for a joint swimsuit - a pool cap, glasses, slates. Please note that there are swimming trunks for men, children's swimwear on sale (if you have them, of course).

You bought a two-piece swimsuit... Fine. Offer to look after a joint for the pool, and vice versa - a separate one for sunbathing. Do everything to make the person remember that you have swimwear for all occasions.

If you have suggested many models, and the client could not decide, in any case, do not show upset about this. Offer to come in when you are expecting an admission. Not all people are ready to make a purchase right away. Perhaps your client will return for a purchase tomorrow.

If the seller manages to help the woman find a comfortable model decorating the figure, then undoubtedly this client will become your regular customer and will recommend your store to others. And reputation in trade is not unimportant.

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