In addition to a solid basic knowledge, an excellent display designer must also have a certain research on the style of the brand, the psychology of the customer's purchase, and the sales of the product.
In recent years, the domestic marketing community has also referred to the store display as "visual marketing", which shows the status of display in marketing.
Beautiful exhibition once had such a test, more than 40 senior department store manager in the "in addition to clothing, what customers want to get?" Test invariably mentioned: customers in addition to buying clothes, and the need for "respect," In addition to the spiritual experience of eagerness and smile, they also need to have a visual and auditory experience such as “a good environment, access to fashion information, and atmosphereâ€, and these demands are no less than clothing itself.
The famous casual wear brand Giordano has been sparing no effort to promote display at terminals since it entered the mainland in 1992. Giordano sees the role of display in this way: The promotional role of goods display is more powerful than any media. The first impression of goods given to consumers is also a lasting impression. Visualized merchandising is the first line based on sales. It is a silent salesman.
Coincidentally, ZARA, the new icon of the international brand, has its unique view on the display: “Although the number of each series of products is limited, it is updated twice a week, and the goods are placed in rotation. The stores are still on a daily basis. It feels refreshing. This is a good result of the pre-definition of the exhibition plan. Customers have to look around in the shop, they feel that the shop seems to be updating forever."
Regardless of whether Giordano or ZARA, they not only scientifically planned the store, but also pre-designed a display plan in advance. The attention to display has become the consensus of many international brands.
Misunderstanding in the exhibition As the brand development of the clothing industry in China started late, the degree of awareness of the exhibition is also different. It can be summarized as follows:
The first is the display useless point of view: that the terminal sales in addition to the product mainly rely on marketing skills, display is only a decoration, is a kind of dispensable things used to decorate the facade.
The second is to display a universal perspective: think that display can quickly increase sales, which is more important than marketing methods. People who hold this view tend to expect large increases in turnover after each display division finishes the display. If exhibitions do not promote marketing, they can easily become displayless advocates.
The last one is a narrow view of the exhibition: It is considered that the work of the exhibitor is to put on clothes. The store display division did not pay attention to the planning of the store channel, or handed over the design of the channel to the store designer, and handed the POP design to the graphic designer. The work of the display designer often accepted a bunch of already-designed clothes. Planned stores, a well-designed POP. Before this, there was often no communication between the designers of these different divisions. The final result is the narrowness of the work face of the display engineer, the passiveness of work, the impetus of the exhibition creative theme, and the overall sense of the store is not strong.
Display is an important part of the terminal, but it must interact with other links and other aspects of the terminal to form a complete terminal marketing system in order to make the display play a real role.
A good display state should be organic, interactive and all-round. Only by letting the costume designer understand the display and letting the display designer understand the design of the garment, can the designer's design concept be delivered to the terminal without reservation, and at the same time, the fashion designer should consider the status of the terminal in the store more and perform the product in the design. Adjustment. At the same time, in each product planning, the display division is required to participate in the planning and design discussion of the product, so that some good display ideas can be implemented in the design stage.
The display of the three levels of the store display according to the different goals and results of the work, we can roughly divide it into three levels: (1) clean, standardized; (2) reasonable, harmonious; (3) fashion, style.
Different brands should analyze their own display of the status quo, to determine the actual work goals, step by step to upgrade, avoid the "a fat to eat a fat" thought.
(1) Cleanliness and Standardization: First, the store should be kept clean and tidy, the site should be clean and clean, there should be no dust on the clothes racks, the goods should be stacked, mounted flat, and the lights should be bright. If we can't even do this, we can't implement other display work. The specification is the division of the store area, the size of the shelves, the display, folding, and the appearance of the clothing. It must be implemented in accordance with the brands or conventional standards.
(2) Reasonable and harmonious: The channel planning of the store should be scientific and reasonable. The display of shelves and other props should be consistent with the customer's shopping habits and ergonomics. The zoning division of clothing should be consistent with the promotion and marketing strategies of the brand. At the same time, it is also necessary to achieve a sense of rhythm, color coordination, and overall coordination of the overall style of the store.
(3) Fashion, style: In modern society, clothing is a fashion product. Whether it is fashion or home wear, it is all branded with fashion and the display of shops is no exception. The display in the store should have a sense of fashion, allowing customers to clearly understand the main product, the main push color, and obtain fashion information from the store display. In addition, the store's display gradually forms a unique brand culture, which enables the entire store to have its own brand style and personality from the design of the window, the display of the clothes, and the display style.
Only the third level of display work in the store can be regarded as an ideal real entry into the exhibition.
From the beginning of the exhibition, some enterprises also attach great importance to display, but they often work hard for a long time, and the work is always without improvement. To solve the fundamental problem of display, we must first start with the two sources that influence the display. One is the product and the other is the design of the store.
Clothing products are ultimately sold in stores. A mature clothing designer must understand the status of the store's terminal. The exhibitor must participate in product planning. Only in this way can products and display methods be organically combined.
In the stage of shop designing, the display division should communicate with the shop designers in advance, especially the channel planning and lighting planning of the stores. A reasonable and well-planned store layout is the basis for the display work.
At present, some forward-thinking apparel companies are building a virtuous and interactive work style. Display designers, clothing designers, and store designers communicate with each other when designing products and designing stores. The display allows the display division to participate in the internal planning of the store. Only in this way can the display work be narrowed, the theme of the display, and the disentanglement of the design theme from the source, and the display problem can be fundamentally solved.
With the strengthening of brand awareness of domestic apparel companies, display is gradually being valued by brand enterprises. However, it is still a goal that we continue to work hard and explore to integrate the display into the brand planning, allow the exhibition to interact with each aspect of the brand system, and establish display language with brand features.
Beautiful display sparks purchase desire
Many people think that display is to arrange a window and give a model to wear clothes. This is a one-sided understanding of the display. The exhibition covers many disciplines such as marketing, psychology, and visual arts. It is a comprehensive discipline and one of the most effective marketing tools for terminal stores. Through the scientific planning of products, windows, shelves, models, lighting, music, POP posters and channels, the purpose of promoting product sales and enhancing brand image is achieved.