Concept And Viewpoint Of Fashion Promotion Mode

There are three main dimensions: discount rate, the extent of discount within a certain period of time; the change of discount rate refers to the frequency of clothing promotions in fixed or fluctuant ranges over a period of time; the frequency of clothing promotions, and the frequency of discounted clothing promotions within a certain period of time.

The impact of discounts

Viewpoint 1: relatively small discount mode, the large discount mode will make the perceived price difference of clothing consumers bigger.

For the past big discount clothing promotion, the reference price of clothing consumers has not been greatly affected and keeps close to the price of non Clothing promotion, but when clothing consumers notice that clothing sales promotion is often a small discount, the price of internal reference will be reduced accordingly.

The prospect theory holds that the lower the internal reference price, the smaller the perceived price difference.

Marketing scholars Kalw Ani and Yim point out that small discount can affect internal reference price more than large discount, and clothing consumers think that large discount clothing promotion is a special event, which is not common.

Marketing scholars Sinha and Smith also point out that a special clothing promotion (not frequent frequent discounts for clothing promotions) will not reduce the internal reference price.

Therefore, with the increase of the discount rate in the past, the perceived price difference becomes larger.

The effect of change in discount rate

View two: relative fixed amplitude mode, under the changing amplitude mode, the perceived price difference of clothing consumers is greater.

If clothing consumers have noticed that the promotional range of clothing is changing, the price of internal reference depends on how the clothing consumers evaluate the discount rate, that is, which clothing consumers will use.

As a criterion of judgement.

The larger the discount rate, the smaller the impact of clothing price on the reference price of clothing (contrast effect).

The smaller the discount rate, the greater the influence of clothing consumers' internal reference price (assimilation effect).

For example, if clothing consumers observe a discount range of 10% to 20% (variable amplitude mode), 10% is the standard of judgement.

For apparel consumers who saw a discount of 15%, the fixed price was 15%.

Therefore, compared with the clothing consumers who observed the fixed amplitude pattern in advance, the perceived price difference of clothing consumers who observed the amplitude of variation mode in advance was even greater.

The frequency of clothing promotions

Viewpoint three: the frequency of Clothing promotion is relatively low, and the perceived price difference of clothing consumers is relatively small when Clothing promotion frequency is high.

The frequency of Clothing promotion will affect the price response of clothing consumers through the decision of inventory or purchase volume.

A commodity is frequently discounted, clothing consumers will think it is a frequent clothing sales promotion, so that it often promotes clothing sales.

Therefore, when clothing consumers observe more clothing sales promotion, the price of internal reference will decrease and close to the price of Clothing promotion they observed, which means that their perceived price differences will also decrease (i.e., the price gains will be smaller).

The influence of perceived price difference on price evaluation

Viewpoint four: the bigger the perceived price difference of clothing consumers, the better the price assessment of clothing consumers.

Perceived price difference and price assessment are positively correlated.

If clothing consumers perceive

Revenue, then they will get extra value from clothing promotion, and then produce a better price evaluation.

On the other hand, if the internal reference price is lower than the retail price, the clothing consumers will perceive the price loss and produce a worse price assessment.