Hu Wenqiu: How Do You Experience Being A Visual Teacher In The Luxury Industry?

How to tell the person sitting opposite is a visual master?

Twenty year old Hu Wenqiu (AndreaHu) has few self timer photos, some of which are nearly 1000 ornaments. clothing Photos of shelves and windows. She said that these photos had not yet been put into computer storage. In fact, there were more pictures in the computer. The photo is her work report, and the manager and supervisor will make suggestions based on the photos, such as rearranging a certain area.

Hu Wenqiu is the Shanghai of ShanghaiTang. brand A visual division resident in Beijing. Luxury goods The biggest difference between display and FMCG display is the form of display and display. Hu Wenqiu said: "fast shopping is often done by Chen Li, because it has more shops, and then it is issued to all stores, so that the salesmen can display them according to the plan. But luxury stores are relatively small in number and pursue the perfection of every detail. Usually every shop is personally displayed by professional masters, and the stores in other provinces and cities in China directly fly over to adjust. " When working for the last brand, Hu Wenqiu had to travel almost every month.

Hu Wenqiu's display at SHANGHAITANGSKP store

Excellent Mr. Chen should keep sensitive feelers in painting, color, composition and collocation. Fashion sense is an essential quality for them. If you must use specific disciplines to display knowledge, that is, optical, color, decoration and other visual, aesthetic related disciplines and POWERPOINT, PS and other software operation skills.

Hu Wenqiu is very interested in all visual related works, such as photography, painting, industrial design, "I can see a picture for a long time, think about why it is beautiful, and analyze its composition and color." She said she liked design since she was young, so the University also specializes in fashion design. After graduation, she continued her further study in fashion marketing in England. At that time, she would travel to Europe, Middle East or Asia for a holiday. She took many different styles of architectural photographs, and sometimes she had to think about the patterns of the roof.

After graduation, she went to Korea again. "I think Korean clothing is the best in Asia, and Korea has many local designer brands." South Korea's clothing version and style are more suitable for Asians. While reflecting the design sense, the price is relative to the people, so that the fashion brands are not popular in Korea. The design idea under such production process has attracted Hu Wenqiu to stay in Korea for a year.

After returning to China in 2012, there were few domestic fashion designers and limited space for inspiration. "Some of my classmates have entered a large clothing company, but they are often asked to imitate other brand designs." Hu Wenqiu did not want to be a designer who simply imitated and made plates. He also saw the trend of visual merchandising at home and abroad, and finally chose to be a visual designer. She joined WeekendbyMaxMara under the recommendation of his friends.

In fact, before 2008, similar display work was usually done by art workers. It was almost impossible for luxury goods to recruit a local teacher in China. Hu Wenqiu congratulated herself on her early start. At that time, in order to learn quickly, she took the initiative to run two or three more shops than her colleagues. "Sometimes it's very hard to run to the North Third Ring Road from the East Third Ring Road and then to the northwest Fourth Ring Road, but because this is what I want to do, I am very happy every day."

Aesthetics is an abstract concept. To enhance skills, a visual division requires talents to be the foundation and interest to support, and to focus on fashion trends. Observing beauty works is the quality that a visual worker should possess. Hu Wenqiu usually takes a look at the display design that she enjoys when she is in the street. When she talks about the window of CHANEL, she is very excited: "the eyelash of the model is all as exquisite as a human being". Besides, the practical operation of the day after tomorrow can also help the visual master to accumulate experience. Hu Wenqiu, for example, is like a medical student who has just entered the hospital and is only proficient in theoretical knowledge. The more he works, the more he exercises.

In fact, when the parents arranged for Hu Wenqiu to arrange another job as an educational consultant in a large state-owned enterprise, it was easy and stable and well paid, but she chose to be an exhibition designer. "At that time, my mother felt that my whole life was over. She was lying alone on the sofa and did not say a word all night." Parents think that visual merchandising has no prospect, no money and no technical content, but Hu Wenqiu is very confident about it. Now, both domestic and international brands, and even non retail businesses such as clubs have begun to value visual design, and the status of visual merchandising has been recognized. Ten years of work experience in mature industry can be regarded as an expert. At present, the visual Division has five years' free employment space. Hu Wenqiu's friends have held a short-term training course, and students who wish to become a visual division are increasing year by year.

"Some clothes that you never wear yourself will never see the effect. Similarly, some good, but unattractive clothes will never be noticed if they do not wear the models." Hu Wenqiu said Chen Li Shi is a visual guide to guide customers to discover a good commodity. When customers enter the shop, they enter the space arranged by Chen Li, and all the areas are carefully divided. Each shelf, wardrobe and booth are divided into A, B, C and other regions according to their visual habits. Every step taken by customers has the intention of using Chen's line design.

Depending on the spatial structure, customer group and commodity category of each store, display design relies on Chen's aesthetic experience. At the same time, it ensures that every garment, accessories and furniture follow certain aesthetic rules. For example, with porcelain, tableware should be put together, and wine containers should be placed in different categories, which will facilitate the introduction and selection of customers. Hu Wenqiu pointed to a display rack full of scarves to introduce reporters to the interface: horizontal columns are displayed from warm colors to cool colors to neutral colors. Neutral colors refer to white, black and gray. Vertical columns are displayed in sequence from light to dark, and the adjacent colors of the same color system are arranged as much as possible. This is the most basic rule of color display.

Design and display is sometimes a physical work, Hu Wenqiu said, occasionally adjusting three stores a day may continue to take action for more than ten hours without stopping. Hu Wenqiu once did two hundred floors of the exhibition. He needed a display department, four or five Chen Li division to cooperate with each other. It was necessary to arrange in three hours before the shop opened, so that the normal operation of the shop would not be affected. However, she said that in fact, the large area of the store is better adjusted. "If there are one hundred commodities, all of them are displayed in the large space, but there are still remaining space to play, but small shops will often encounter problems of squeezing a few series or a lot of goods into a small area. This is the time to test our ability."

Good display will be reflected in sales. Once there was a large white sheepskin dumpling bag in a shop, which was placed in the corner of the jewelry rack for a long time. "Because it was summer, there should be some bright coloured accessories, and this bag was very beautiful, so I put it in the window as a main ornament." Hu Wenqiu used clothes and props to foil this bag. When he was just decorated, he was seen by an aunt and inquired into the shop. He bought it after four or five minutes. "When you put what you want to sell in the right place and appreciate it, I feel very fulfilled." She said. Hu Wenqiu often observed the behavior of the consumers in the store. "If you change this group of visitors, will you see if they will pass through the group and discuss whether they are good or not with their friends? Even if they do not go into the shop, they will stop if he wants to stop." that is my success.

Now Hu Wenqiu will make a weekly fine display of the responsible brand. Every three or four weeks, the new product will do a major tune, and the store display should be adjusted accordingly at the end of the festival and the end of the season. "Every time I push anything, I will discuss with each store manager, because they know their customer groups and sales situation best, consult the store manager about sales data, and then do their best to help sales through display."

Hu Wenqiu said: "there are more middle-aged consumers in some shops, and she tends to display conservative styles. For example, middle-aged people usually have a thick arm, and sleeves and elegant designs will be more suitable for them." While some stores receive more young people, they will promote the bright colors and avant-garde costumes. "Now there is a cheongsam with zippers on the side. After pulling it off, it will be similar to the style of motorcycle clothing, placing it in the key position and selling at least three items a week."