Run a profitable clothing store

Chapter 12 Proper Decoration Design Prospers Prosperity (1)
Clothing is an item that shows personal taste, and store design is the product of the operator's taste.Exquisite and unique store design will make customers impressed by the taste and personality of the operator and firmly remember the store.In the design strategy of clothing stores, we should pay attention to the psychological feelings of customers, combine the use of space, decorate and design a store that makes people linger and forget to return, that is, it can well stimulate consumption, the business itself is getting better and better, and the financial resources will naturally flow continuously.

The basic business philosophy needs to be integrated into the design

As an operator, when shaping the store image, it is necessary to elevate the connotation of the image to a higher level, especially to seriously consider the store's business philosophy.The so-called business philosophy refers to the basis for operators to pursue store performance, the confirmation of customer, competitor and employee values ​​and correct business behavior.And on this basis, form the basic vision and development direction of the store, common beliefs and business objectives pursued by the store.Simply put, business philosophy is a systematic and fundamental management idea.

For a clothing store, the business philosophy includes three parts. The first is the basic understanding of the market environment, including the understanding of the market structure and customer groups.The second is the understanding of competitors in the same industry and its own position.The third is the basic understanding of their own store competitiveness and competitive advantages.

Therefore, operators can follow the steps below to conceive a business idea:
1. Analyze the intention of the operator
What kind of clothing store does the operator want to form, what kind of operation goal does the operator have, and whether it will develop into a chain scale in the future.

2. Thoroughly analyze and understand the situation of the store
With the financial and material resources of the operator, what kind of shop can be formed, what kind of decoration can be carried out, and what kind of image design can be completed.

3. Consider clothing trends in society
Whether the current fashion trend is consistent with the trend of the operator's positioning, and whether the style of the clothing store is also consistent with it.

4. Analyze customer groups
Understand who the main sales targets of the current clothing store are, who are the potential customers, what are the needs of these customers, and what clothing is most in demand.

5. Familiarize yourself with your competitors

What kind of commercial location is the clothing store located in, who are the competitors around, whether the types and scope of clothing sold by the operator overlap with it, whether the store has distinctive competitive advantages and disadvantages, and what strategies to adopt Can make the performance of the store surpass other competitors.

6. Create store atmosphere and culture

Whether the employees in the clothing store should dress uniformly, what kind of service attitude they have, whether to create a quiet or active sales atmosphere, whether to form an environmental protection or extravagant culture, and so on.

7. Assess and organize

The operator finally organizes, summarizes and evaluates based on the knowledge of the store situation.Form a systematic business philosophy, and use this concept as the "spiritual connotation" of the store to publicize and promote it to customers and employees.

In short, the creation of business philosophy can provide accurate planning for the development of the store.If a store wants to survive and develop, it should operate under the guidance of the business philosophy.Although the understanding and practice of the business philosophy requires a lot of thinking and hard work by the operator to complete, it will bring rich returns - making the store stand out from many competitors.

Shaping the four elements of store image
Shaping the store image is extremely important in today's fast-paced "impression era".A good image can attract more customer groups for the store, so it should be considered as an important shaping factor.

How to create a good store image?Operators should pay attention to the following four aspects:

1. The quality of clothing

The quality of clothing sold is the first step in conveying business information to customers and shaping the store image.It is also a key factor to ensure the healthy development of the store.Modern people are all pursuing high-quality and high-end clothing. Only when the quality is guaranteed can it be possible to talk about establishing an image in the hearts of customers.Clothing should comply with appropriate quality standards, both internally and externally.For example, clothing should have exquisite fabrics, high quality, fine workmanship, accurate style and color matching, etc.

2. In-store service
Many people have the feeling that a store, no matter how beautiful the decoration is or how high-end the clothes are, if the service attitude of the shop assistants is not good, the overall image will be greatly reduced.On the contrary, if a store can provide "high enjoyment" service, it will definitely be welcomed by new and old customers.To do this, it is actually very simple.The clerk only needs to be more patient and polite in details when dealing with customers, coupled with enthusiasm in words, to capture the "heart" of customers.

3. Honest sales

A clothing store with integrity and good reputation is undoubtedly a store with a "golden brand".Because the integrity of clothing stores is produced after long-term provision of high-quality goods and services.If a store can have a good reputation, it must have high-quality goods and service quality.Reputation is the intangible property of the store, which can improve the credibility of clothing products, let customers have a sense of identity and trust in the products, and thus motivate customers to buy products.Therefore, some people say that maintaining reputation is actually maintaining the "source of life" of the store.

4. Customer Satisfaction
Customer satisfaction is a concept cited in modern marketing.It refers to a psychological state of customers, which is the comparison between the effect of consumption and expectations of customers.It is also a standard to examine how well the products and services provided match the expectations and requirements of customers.Although this is a psychological experience, it reminds the operators that the ultimate criterion for the success of store management is to measure customer satisfaction by "whether it meets the needs of customers".Only in this way can the store be widely recognized by the public and finally realize its own interests.

To sum up, the store's clothing quality, in-store service, honest sales, and customer satisfaction form the basis of the store's image, and this basis is an important factor affecting store operations.Therefore, in the process of shaping the store image, these four issues must be seriously dealt with, so as to realize the transformation of operation from sales to profit.

Four stages of shaping the image of clothing stores
The construction of Rome was not a one-day effort, and the same is true for the image building of clothing stores.After a period of practical operation, clothing stores may demonstrate their own operating level and strength, which in turn affects customers' purchasing psychology.For a clothing store with a good image, customers naturally have a sense of trust in it and are willing to visit it frequently.It can be seen that the "potential promotion force" of clothing store image requires operators to spend time to build and maintain it carefully.

Overall, the process of shaping the image of a clothing store can be divided into four stages:
1. Attract the customer's attention

At the beginning of the clothing store's operation, customers are very unfamiliar with it, and are still in the stage of caring and understanding.At this time, clothing stores should attract potential customer groups through opening ceremonies, advertisements, etc., so that people will be curious or even have a good impression of them.Once an environmental space with an emotional atmosphere is created between the store and customers, the clothing store has taken a key step in "capturing" customers.Before opening a store, many clothing stores will make a lot of attractive designs for the store, trying to present the best store atmosphere.

2. Attract customers through presentation
After opening the store, what the operator has to do is to maintain such a state - to let your store always catch the attention of customers.Not only does it attract people's attention with its novelty when it first opened, but it also keeps the store attractive to the outside world in subsequent operations.

Give full play to the role of store design and sales services, so that all the clothing sold can be fully displayed, so that customers can have a deeper understanding of the items and content of the clothing store, so that they have a very strong sense of familiarity, goodwill and desire to buy.At this time, it is most appropriate to use the means of promotion.Because promotion can stimulate customers to the greatest extent, urging them to learn more about every clothing and every detail in the store.

3. Good business

The middle stage of clothing store image building is operation.When the first two stages have received good results, good management will win more customers for the store.The high maintenance of outstanding product quality, friendly staff attitude, and ingenious sales methods can improve customer satisfaction, further gain customer trust, and increase the purchase rate of clothing.

4. Humanized after-sales communication

In the operation of clothing stores, one of the most important points is after-sales service.It is the final stage of clothing store image building, and it is also a critical stage to establish the image in the minds of customers.At this stage, we must pay attention to the opinions reflected by customers and constantly improve the service of the store.Only by strengthening emotional communication with customers and establishing long-term and stable emotions with customers can we lay a good "mass foundation" among customers and become a clothing store with a perfect image.

Five important principles of clothing store design
Leonard Berry said: "Although the retail industry is a very profitable industry, it is not easy to attract customers. If you want to attract customers' attention, you must first let them approach your mall. Therefore, The success or failure of retail operations depends on the quality of store planning. A good store design can often achieve twice the result with half the effort and make your store more customers." This sentence is also suitable for the operation of clothing stores.

What kind of clothing store design is good?How to easily attract customers?

This involves the following five important principles, which are the decisive elements for the success of clothing store design.

1. The principle of "visibility"

"Visibility" means that when planning a clothing store, it should have visibility both in appearance and inside.When customers are outside, they can observe the shape of the store, and they can also see the inside through the doors and windows.After entering the store, customers can have a glance at the items for sale.That is, to enhance the "transparency" of customers' understanding of the store, so that customers can leave a visual impression on the store design. 2. The principle of "accessibility"

"Accessibility" means that the clothing store should be spacious and easy to enter and exit, so that customers can feel "accessible".If a clothing store has a small space, no matter how good and rich the clothes are, customers will think that it is "not allowed to enter" because there is not enough space to stand on it.Therefore, the design of clothing stores should follow the principle of "accessibility", so that customers have the urge to enter, so that customers can freely roam the entire store.

3. The principle of "spatiality"

"Space" refers to the effective use of space by clothing stores.The prominent design is carried out around the main store area to meet various space requirements.Before designing the store, the operator must calculate the specific area of ​​each equipment, including counters, shelves, passages, cash registers, etc., and be aware of it.At the same time, if it can be combined with the guidance of professional designers, it is best to plan the space three-dimensionally to improve the utilization efficiency of the space area.

4. The principle of "artistic"

"Artistic" refers to the design of the clothing store, which needs to integrate music, color, aesthetics and many other artistic elements, reasonably design the artistic atmosphere of the store, and create a fascinating indoor artistic atmosphere.In the design of clothing stores, not only the overall aesthetic feeling must be considered, but also the details and local artistic depictions should be considered, gradually enriching and perfecting the three-dimensional object image design from the graphic design drawing on paper.

5. The principle of "uniqueness"

Taking fully into account the psychological characteristics of customers' novelty hunting, it is necessary to add elements of "uniqueness" to the basic design.Colorful interior decoration, simple and elegant wooden furniture, nostalgic music atmosphere, etc., can form a unique and comfortable store environment.In this way, it is easy to leave a distinctive impression on customers.

Grasp the style of the clothing store
With the increasing competition in the industry, the personalized characteristics of clothing stores are playing an increasingly important role.Especially the style design of the store, often allows customers to continue to have a good impression and visit many times.However, it is not easy to design a store style with a unique taste. It is necessary to reflect the ingenuity of the idea and prevent others from imitating it.

Under such circumstances, how can we design the unique style of the clothing store?
1.Personal preference as the starting point for style design
The clothing styles and categories sold by operators are mostly chosen from the perspective of personal preferences.In terms of style design, you can also play this point.Make the basis for the style positioning of clothing stores according to personal preferences.As long as you are familiar with your own personal style and taste, even very small designs and changes will diffuse a distinctive atmosphere.To create a store with a unique style, we should start with the operator himself and "tailor-made" the style of the store in order to avoid "overlapping" with others.Practice has proved that this method is also effective.Although there are billions of people in the world, everyone has different personalities, so operators can design unique clothing stores.

2.Refer to the overall trend of clothing store design

The design trend of popular clothing store styles is the information that operators must refer to.It will bring various changes in the front line of design for operators, and bring the design of clothing stores closer to the forefront of fashion.At present, there are two main trends in the style design of clothing stores.That is, strive for large space and bright colors.There are many large-scale clothing stores and flagship stores in the market, and "big" is the beauty everywhere. Not only is the overall area large, but also strive for sufficient "sense of spaciousness" in space design.After years of popular minimalist style design, the design style of clothing stores has begun to show a trend of colorization.The current design especially emphasizes the variety and gorgeousness of colors, and pays attention to color matching. "Color trend" swept the world for a while.In addition to these two trends, there is also a new change in the design of clothing store styles.That is, more and more clothing stores use various images to decorate their stores.From posters, advertisements, moving images, etc., all kinds of images fill the store windows, showing a unique modern atmosphere.

The style of a clothing store is like a person's personality, and different styles will determine the popularity of the store.Therefore, operators need to learn to ponder their own character and fashion trends, and integrate them into style design accordingly to develop a unique style for the store.So that the design, atmosphere, mood, etc. inside and outside the store can always reveal a special taste, and become the focus of customers' attention.

The decoration method depends on the style
The following mainly describes how clothing stores compete for the following three different groups, and should use different methods when decorating:
1. Women's clothing store
Beauty is a woman's nature.Every woman wants to attract everyone's attention, so they often enjoy shopping, especially clothing.Some savvy female consumers can even sum up different "lessons learned" in the process of purchasing clothing.It's amazing.

Specifically, pay attention to the following points in the decoration:

(1) Pay attention to the color of the environment and the texture of the decorations.Women are very sensitive to color, and they basically rely on color to locate the style and taste of clothing stores.As a store that wants to highlight youthfulness and fashion, it should use bright red, bright white, silver and other colors to attract their attention.At the same time, using the chromatic aberration of the color can also enhance the decorative effect of the interior.

Ornaments should not be lacking in women's clothing stores because, for women who love beautiful things, sometimes it is these that attract them to a store.Antiques, calligraphy and paintings, glassware, ceramic products, etc. must be of high quality and have outstanding visual effects.Although they are a foil background, but occasionally also bring unexpected sales results.

(2) Pay attention to the details.It means that when decorating the storefront, the operator should use more thoughtfulness and meticulousness to deal with some small problems that are often overlooked by people.For example, for the decoration of fitting rooms in women's clothing stores.Most women prefer to be clean, so the fitting room should be kept clean and tidy, with sufficient light.If when they are trying on clothes, they see that the walls of the fitting room are mottled, debris is piled up, and dust is everywhere, and the good mood of shopping will be wiped out.

(3) Pay attention to the creation of an elegant atmosphere.Some people say that every woman yearns for a "petty bourgeois life" in her heart, and there is some truth to this saying.Women hope that they can live in an elegant and comfortable environment, and they also hope that they can show their noble side.Therefore, when decorating a women's clothing store, pay attention to creating an elegant atmosphere.The soft and extravagant light, the soothing jazz music, and the fragrant indoor atmosphere will all form a fatal temptation to some women.

(4) Deliberately prominent femininity.In order to distinguish men's clothing and children's clothing stores, women's clothing stores must deliberately exaggerate the feminine atmosphere when decorating. Can add a lot of feminine charm.

2. Men's Clothing Store Decoration
In the past, men's clothing stores mainly referred to stores that deal in formal clothing such as formal suits and dresses. However, with the change of clothing concepts, the variety of men's clothing stores has gradually expanded, and the requirements for workmanship and ingredients have become increasingly sophisticated.However, compared with women's clothing, men's clothing has a single style and a strong brand.So, how should men's clothing stores be decorated?

(1) The store should be spacious and clean.Male customers prefer a clean and high-end store environment, because the relaxed environment makes people feel free and relaxed, which is suitable for male customers who pursue a simple and convenient psychological attitude.If the store has a large area, a high-end sofa can also be placed so that customers can enjoy high-quality rest while consuming.

(2) Distinguish different categories of clothing.The straight-forward clothing partitioning method can allow men to increase the efficiency of clothing purchases and achieve good sales results.In general, men's clothing stores can be divided into two categories: casual style and orthodox style.Casual attire is typically athleisure, while formal attire is generally a suit.After simple partitioning, the store can give people a sense of order and atmosphere, which is beneficial to the establishment of the brand image.

(End of this chapter)