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Visual Merchandising Display Should Not Be Ignored

2008/11/13 11:26:00 21

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The French have a business proverb saying that even fruits and vegetables should be arranged in an artistic fashion like a still life sketch, because the beauty of a commodity can lift customers' desire to buy.

Chen Min, President of Wenzhou clothing trade association, pointed out that with the change of people's consumption concept, consumers want to "buy" more than just clothes themselves. They begin to care about the culture and spiritual demands of the brand.

Terminal stores are the windows of brands and consumers, whose image directly determines whether consumers buy the brand products.

Some people say that display is considerate of customers from small places, so that they are willing to stay and buy products while feeling the display environment.

The exhibition gives the product new life snow song clothing brand consultant Han Yang displays the exhibition as "the visual marketing".

He likened the store to a stage. Costumes are the actors on the stage. The display is to make the costumes more beautiful.

He believes that the display will be a new upsurge in the future brand, so that the store will look good, so that the sale of clothing is the purpose of display.

Martin, M, a senior expert in window design, said that design, lighting and props can give life to products.

If design creates products, display is the product of new life, interpretation of brand concept, display of brand culture and enhancement of brand image.

Many entrepreneurs believe that with the enhancement of brand awareness, if the store does not have its own unique personality, it will be difficult to attract customers in the shops by selling products.

Wu Bangdong, President of Chuang Ji group, said that from the point of view of market competition, the higher the brand goes, the more important the display will be.

If the display is well done, consumers may have wanted to buy only one pair of trousers. Now they will consider buying a set of clothing displayed, which is the charm of display.

If the store is not well displayed, the image is not good, the supply is timely, and the quick response is done well, the sales performance will still have problems.

陳列的作用不容忽視

Most of the international brands attach great importance to the image of terminal stores. Esprit began to train display teams in Wenzhou in the 90s of last century.

According to its statistics, if the storefront can properly use the commodity configuration and display technology, the sales volume can be increased by more than 10% on the original basis.

This data may not be accurate, but the effect of display can be seen.

Jiang Qigang, head of the planning department of the Gao Bang Group, said that Gao Bang will launch 6 products every quarter, and every two listed products will have a comprehensive adjustment of shop and window.

Launching a brand new window and display programme in a month is very common for the current Wenzhou casual wear brand.

In the 2005 display manual and product collocation manual, the detailed description of the arrangement of the products, the collocation of the new season costumes and the design concept of each garment are very detailed.

Han Yang jokes that this is a "fool's Manual", so long as you hold it, you will know clearly how to do it.

He introduced that two years ago, when he first came to the exhibition of snow songs, he encountered many difficulties, especially the coordination with the store manager and agents. Sometimes the display was done in front of him, and the shopkeeper later overturned it according to his own ideas.

Although these are no longer a problem, after all, they have to be promoted in hundreds of stores nationwide, and manuals have become one of the most direct and effective ways, and this is also one of the ways of displaying international brands.

陳列是商業藝術

Store display is through the scientific planning of products, windows, shelves, models, lights, music, POP posters and passageways to display products, enhance brand image and promote sales.

Reasonable display goods can play the role of displaying goods, stimulating sales, buying convenience, saving space and beautifying the shopping environment.

Many people refer to display as a walk between commerce and art, packaging products and stores through artistic means, and selling goods with fashion trends and consumer psychology.

The basis of display is very boring. It includes the folding way of laminates, the number of clothes, the direction of hooks, the size arrangement, and so on. It requires very meticulous and must be spotless and meticulous.

On such a basis, consider the way to sample garments, such as displaying the most representative, fashionable and eye-catching costumes on display windows.

According to the customary view habits and walking routes, the main commodities are displayed in the first view, and the merchandise is displayed in the supplementary area.

In this process, we can give play to the artistic talent of the showman, and observe the collocation effect and color effect of the overall situation.

Han Yang said that the display should not only be done on the basis of the existing products, but also should know the design of products and the design concept of store containers.