Direct to consumer: Internet and catalog
Online sales of apparel grew 10% in 2010, according to NPD, which compares with the 2% growth rate for apparel in all channels. The Internet has benefits for both consumers and manufacturers. It allows consumers to shop from anywhere at any time they wish and to make easy price comparisons, conveniences they seem to appreciate. Manufacturers use Internet sites for marketing and informational purposes, as well as to make sales. The Internet enables apparel and footwear brands to customize merchandise to shoppers’ specific needs, which enables firms to achieve better pricing and to develop a more emotional bond with the consumer. Both Nike Inc. and Polo Ralph Lauren are at the forefront of this strategy. Selling by catalog is another important method of distribution. Before the advent of the Internet, it was the primary way to shop at home. Today, however, most retail apparel brands combine catalog sales with ecommerce sales under the moniker “direct to consumer.” This is part of an overall branding strategy to meet consumers’ needs 24/7 and thereby strengthen the emotional bond that is part of the branding experience.
Catalogs are a form of advertising or direct marketing, bringing the product to the consumer. Many retailers report that receipt of the catalog spurs shoppers to the Internet or the store for the purchase occasion.
服装在线销售增长了10%，2010，根据NPD的，这与在所有渠道服装的2%的增长率比较。互联网为消费者和制造商的利益。它可以让消费者来店在他们希望的任何时间和方便的价格比较方便的地方，他们似乎欣赏。制造商使用互联网营销和信息的目的，以及如何使销售。互联网使服装和鞋类品牌定制商品给消费者的特定需求，使企业取得更好的定价，与消费者建立一种更感性的债券。耐克公司和Polo Ralph劳伦在这一战略的前沿。销售目录是分布的重要方法。在互联网出现之前，它是在家购物的主要方式。今天，然而，大多数服装零售品牌联合目录销售和电子商务销售额在绰号“直接面向消费者的。”这是一个全面的品牌战略，以满足消费者的部分需要24 / 7，从而加强情感的纽带，是品牌体验的一部分。