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Display Management: General Plan

2011/2/8 18:14:00 329

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display

It's not just a technical job. When all the stores of a brand appear in front of consumers at the same time at the same time, display work has risen to a management task.

Display management is to use scientific methods, with relevant personnel, or through their standardized way to display and implement the process, and through this process to establish a clear target, unified concept, standard consistent display team.

We hope that through display management, all stores will display a unified brand image at the same time, allowing the details of display requirements and display specifications to be delivered quickly and accurately.

terminal

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A master Chen can display a display space. It can only be said that it has basic display skills and can make an excellent display and planning plan. It only completes the initial work of display management, and how to pfer the brand culture, style, theme, emotion and so on to the users, and to turn the display plan into a commercial activity, and to implement all the shops in the most accurate, effective and timely manner. Therefore, obtaining commercial profits is the ultimate goal of display work. Display management is also the biggest gap between our country and the international brand.

The work scope of the display department mainly includes making the overall display of the brand according to the annual marketing plan of the brand.

programme

The design of the brand quarterly display scheme, the establishment of effective display management system, the sale terminal implementation of the display plan, and the completion of the brand internal level personnel display concept and display skills training, generally includes four main tasks: the overall plan, management system, implementation supervision and skills training.

I. overall plan

The overall brand image plan, planning scheme, design brand quarterly display scheme, theme display window design plan, display props design scheme are worked out.

(1) before designing various bamboo schemes, we will carry out pre market investigation activities first.

Consumer lifestyle survey

Survey of consumer purchasing trends

Understand fashion trends in the year.

(two) as a display designer, we need to make a comprehensive analysis of related matters.

Brand culture analysis

Product analysis

Marketing plan analysis

Consumer behavior analysis {page_break}

Sales data analysis

Design theme analysis for designers during the season

Competitor analysis

(three) after completing the basic analysis, a display plan can be worked out. The main contents are as follows: F

The theme and overall image style of the performance plan.

Plan outstanding product characteristics

Plan outstanding brand image

Exhibition, display methods and combinations

Display tools for planning

The scenario atmosphere of plan implementation

The artistic expression of the plan is adopted, such as hue, decoration and structural design.

Plan lighting, music and props.

(four) after completing the display plan, the Exhibition Design Institute plan can be worked out.

Study the specific conditions of products, including styles, colors and fabrics.

Analyze the characteristics of brand LOGO and product packaging.

Analysis of existing product display records

First, start from the overall thinking and start with the whole idea, determine the overall layout and the details of each part, including the display space structure, the product display location and the relationship between each other, the position and form of the booth and the mannequin.

Confirm the way of atmosphere, including lighting, props and so on.

Specification for shelf display, including color principle, symmetry principle, equilibrium principle, zoning principle, etc.

Exhibit detailed specifications, including rules for clothes hooks, rules for the use of hangers, specifications for the use of price tags, placement of POP, lighting specifications, etc.

Finish the design draft.

Evaluate design plan, adjust and modify it.

Finish the layout plan of plane design, as shown in Figure 7-1.

Fig. 7-1 graphic design renderings

(five) display effect evaluation

Supervision and investigation results

Record and archive (plan, elevation, real photos), as shown in figures 7-2 and 7-3.

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Fig. 7-2 elevation effect drawing

Figure 7 - 3 stereoscopic 3D rendering

(six) display inspection and replacement standards

Inspection criteria for display

Display replacement cycle

People will be bored with the same things for a long time.

Life is constantly looking for design inspiration:

What are pedestrians on the street? They can sense the direction of design.

Participation in clothing and related industry fairs is very direct and effective.

Competitors' shops

The most important thing is what your consumer group is thinking and doing.

Social events in Bagua magazines or media

Display designers should stand out to explain fashion trends, grasp the trend of the public, and show the appropriate collocation to the consumer groups.

The above contents are also the main contents of the display brochures produced by the clothing Brand Company. As an indispensable means of managing terminal shops, the display brochure has been widely applied in the display design of various brands.