The role of clothing store display can not be ignored

Chen Min, president of the Wenzhou Fashion Chamber of Commerce, pointed out that with the change of people’s consumption concepts, it is not just the clothes themselves that consumers want to “buy”. They have begun to care about the brand's culture and spiritual appeal. The terminal shop is a window of the brand and the consumer, and its image directly determines whether the consumer purchases the brand product. Some people say that display is to consider customers from small places, so that they are willing to stay and buy products while experiencing the display environment.

The display gives the product a new life

Han Yang, a brand advisor for snow song apparel, called the exhibition "visual marketing." He compared the store to a stage. Costume is the actor on this stage. The display is to make the costume more beautiful. He believes that display will be a new rising space for future brands, so that the store looks good, so that the sale of clothing is the purpose of display. Martin M. Paigler, a senior expert in window design in the United States, said that designs, lights and props can give products life. If the design creates a product, then the display is to give the product a new life, interpret the brand concept, display the brand culture, and enhance the brand image.

Many entrepreneurs believe that with the increase of brand awareness, if the store does not have its own unique personality, and simply sell products, I am afraid it is difficult to attract customers in the stores. Wu Bangdong, president of Zhuangji Group, stated that from the perspective of market competition, the more brands go to higher levels, the more important the display will be. If the display is done well, consumers may have only wanted to buy a pair of pants. Now they will consider buying a full set of clothes on display. This is the charm of display. If the store is not well-organized, the image is not good, the supply will be timely, and the quick response will be even better. The sales performance will still be problematic.

The role of display can not be ignored

Most international brands attach great importance to the image of store terminals. Esprit began to train display teams since it entered Wenzhou in the 1990s. According to its statistics, if the store can correctly use the configuration and display technology of merchandise, sales can be increased by more than 10% on the original basis. This data may not be accurate, but the effect of the display is evident.

Jiang Qigang, head of Planning Department of Gaobang Group, said that Gaobang will launch 6 dial products each quarter, and every listing of two dial products will require a comprehensive adjustment of shops and windows. One month to launch a new window and display program, which is very common for the current Wenzhou casual wear brand.

In 2005, the display manuals and product collocation manuals of Xuege Apparel detailedly recorded the arrangement of products, the matching of new season clothing, and the design concept of each piece of clothing, which was very intuitive. Han Yang laughed that this is a "fool handbook", as long as holding it, it will clearly know what to do. He introduced that when he first came to the promotion of display of snow songs two years ago, he encountered many problems, especially with the manager, the coordination between the agents, and sometimes the front of the display is done well, and the manager behind it according to their own The idea will be overturned. Although these problems are no longer a problem, they must be promoted in hundreds of stores nationwide. The use of manuals is one of the most direct and effective ways. This is also one of the ways in which some international brands promote display.

Exhibition is commercial art

Store display refers to the scientific planning of products, windows, shelves, models, lighting, music, POP posters, and channels to showcase products, enhance brand image, and promote sales. Reasonable display of merchandise can play a role in displaying merchandise, stimulating sales, facilitating purchases, saving space, and beautifying the shopping environment.

Many people call this exhibition a journey between business and art, packaging products and stores through artistic means, and at the same time using popular trends, consumer psychology, etc., to sell goods. The basics of display are actually very boring. It includes the folding method of laminate garments, the number of garment samples, the direction of hooking, and the size of the garments. The requirements are very meticulous and must be spotless and meticulous. On this basis, consider the way the clothing is sampled, such as showing the most representative, stylish, and eye-catching clothing on the window. According to customer's perspective habits and walking routes, in the first field of view, the main product is displayed, and in the supplementary area, the quantity of goods is displayed. In this process, the display artist’s artistic talents are used to view the overall collocation effects and color effects.

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