Open Up A Clothing Store And Be Prepared To Display Basic Knowledge.

Whether Giordano, ESPRIT or ZARA, they not only make scientific planning for stores, but also have made advance display plans in advance, and the importance of display has become the consensus of many international brands.

There are many people who think that display is a window display and a model for people to wear clothes. This is a one-sided understanding of display.

Display is covered by marketing, psychology, visual arts and many other subjects. In English, Display, Shoeing, Visual Presentation or Visual merchandising Presentation are a comprehensive discipline. It is also one of the most effective marketing tools for terminal stores. Through the scientific planning of products, windows, shelves, models, lights, music, POP posters and passageways, we can achieve the goal of promoting product sales and enhancing brand image.

I remember one time, we conducted a display training for a group of 40 senior shop managers in an enterprise. Before training, we first divided the store managers into three teams: red, yellow and blue. We raised such a question. What did the customers want to get besides clothes? Three members of the team wrote these answers on paper after a long time of reflection and discussion.

A, red team: atmosphere, friendship, kindness, fashion, superiority and good feeling.

B, Huang team: good environment, friendship, popular information, respected feeling and life experience.

C, blue team: good shopping environment, smile, fashion feelings, excellent service, value for money.

These store managers have at least three years of terminal management experience, and they still have a good understanding of customers.

Therefore, we believe that this answer is basically true to reflect some of the psychological feelings of customers.

Here we can find three answers: customers need not only to buy clothes, but also to experience spiritual experience of "respect, desire and smile" between people and people. They also need to get "good environment, fashion information and atmosphere".

And auditory experience, which accounts for no less than the clothing itself.

Famous in Italy

Giorgio Armani was engaged in window display in a department store in Italy in the early days, and Armani, who was born by Chen Li, had a deeper understanding of the store's display: "we need to create an exciting and unexpected experience for our customers, while maintaining a clear and consistent recognition on the whole.

Every part of the shop is expressing my aesthetic ideas. I hope to show my design in a space and atmosphere and provide a deep experience for the customers.

Please note this sentence: "every part of the shop is expressing my aesthetic ideas. I hope to show my design in a space and atmosphere."

That is to say, Armani's clothing is sold in the specific environment of Armani stores, specific lighting, display methods and salesmen's services. Under such a specific brand culture atmosphere, is it conceived that if Armani's clothing is sold in a disorderly low-grade wholesale market, can it also sell the price of the exclusive store? Therefore, in this sense, the way of display and clothing are equally valuable, and display can promote sales and create value.

The famous casual wear brand Giordano has been spared no effort to promote its display at the terminal since it entered the mainland in 1992.

Giordano sees the role of display in this way: the merchandising function of goods display is more powerful than any other media, and the first impression that goods give consumers is a lasting impression.

Visual merchandising is based on the front line of sales. It is a silent salesman.

Coincidentally, ZARA, as a new icon of international brand, is right.

There is also its unique view: "although the quantity of each series of goods is limited, but through two times a week to update inventory, the rotation of goods, the store still gives people a refreshing feeling every day, which is the good effect of pre setting the exhibition plan.

Customers can't help but look around in the shop. They feel that the store seems to be updating forever. "