Run a profitable clothing store

Chapter 14 Proper Decoration Design Prospers Prosperity (3)
Pay attention to the color and texture of the product, mainly consider the use and matching of colors in interior decoration, and consider the use of background colors.Appropriate colors can not only play a good foil effect, but will not overwhelm the guests and weaken the personality of the product.

Paying attention to the personality of the product refers to knowing the gender and age level of the sales target of the product.The same is a fashion store, the styles of high-end women's clothing and youth women's clothing are completely different.The style of interior design is also very different.

After a thorough analysis of these factors, the equipment arrangement in the clothing store will be arranged around the products.For example, ventilation and heating equipment, daylighting and lighting equipment, fire-fighting and communication equipment, metering and cash register equipment, commodity display equipment and facilities, etc., will be planned uniformly by the operator.Of course, the decoration of the equipment cannot destroy the theme of the store design. Any interior design is for the purpose of highlighting clothing products.Operators need to keep this in mind.No matter how idiosyncratic the interior may be and how it is designed, its ultimate service is still the product that will be sold.After all, the operator is not selling clothing according to the decoration style, but planning the decoration style according to the clothing sold.

What I mentioned above is what we usually need to pay attention to in the design of the store. Here we will talk about the layout in detail.Generally, the layout of clothing stores is divided into two parts, namely space layout and channel layout.The so-called spatial layout means that the clothing store can be divided into several areas as a whole in space.Generally speaking, there are three basic areas of space in most clothing stores, namely, clothing space, including counters, windows, shelves, etc.; the second is the clerk space, which is the space where the clerk is working; There is a space where customers can move freely in front of clothing, that is, customer space.

The so-called channel layout refers to the design of the channel.Whether the channel design is scientific or not will affect the size of the customer flow.If the aisle is narrow and curved, customers will not be able to concentrate on choosing clothes.Therefore, a clothing store with a fixed and specially designed layout has a sales advantage over a clothing store that lacks a reasonable channel layout.

The fundamental purpose of clothing store layout is to promote customer flow, activate the atmosphere in the store, and at the same time, better provide customers with goods or services.Therefore, the layout of clothing should meet the following principles.

1.The principle of convenience for customers and benefit for management

In clothing stores, it is clothing, not shop assistants, who make "zero-distance contact" with customers.When placing clothing, it is important to place products with a complete range of colors and varieties where customers can touch them.In this way, it is not only convenient for customers to choose and buy, but also reduces the labor intensity of shop assistants.

2.Pay attention to the direction of passenger flow and the direction of travel of customers
When making the overall layout of the clothing store, it is necessary to consider the habits and flow of customers, and the direction of travel. Generally, it follows the law of clockwise from shallow to deep, from near to far.Therefore, operators should also reflect this point when designing.In addition, considering that many people who enter the store may be "potential customers", the layout of clothing should also have novel and individual characteristics to deepen the influence on "potential customers".

3.The internal and external layouts are coordinated, and the whole should be harmonious and beautiful

Only when the internal and external design of the store is unified can customers feel harmonious and beautiful.The design and layout of the interior of a clothing store is also influenced by its appearance.For example, if it looks like a fashion store in terms of appearance, the internal layout must have fashionable features in order to achieve the unity of the inner and outer beauty of the clothing store.

Many types of layout

There are many types of layouts for clothing stores, which can be divided into linear layouts, island layouts, oblique layouts, display layouts, grid layouts, pier layouts, and curved layouts.Commonly used are the first five layouts:

1. Linear layout
Linear layout, also known as wall-along layout.In this layout, counters and shelves are arranged in a straight line along the wall.This form is not limited by the size of the business place or the curvature of the wall corners, and it is a basic design form that can display more products.Because it is more convenient for the clerk to take the goods and can replenish the goods at any time, it is conducive to saving manpower.Therefore, clothing products mostly use this layout, especially small and medium-sized foreign trade clothing stores, and they love it even more.

2. Island layout
The island-style layout means that the counters are distributed in an island shape, surrounded by counters to form a closed shape, and shelves are set in the middle.This layout can be arranged in round, rectangular, triangular and other shapes.It is mostly used to sell small-sized foreign trade clothing. It can make full use of indoor light and space, and strive for more effective area for the store.Based on the shape of the island itself, it can decorate the shop space according to the terrain and the pillars of the business place, and play a beautifying role.But the disadvantage is that it is not conducive to replenishment of goods, and the area is limited, and there are not many products that can be displayed.

3. Diagonal layout
Diagonal layout, that is, using the equipment and building space in the store, such as counters, shelves, etc., to form an oblique shape with the indoor columns.It will add an extended visual effect to the interior and make the internal layout changes spatial.

4. Display layout
Display layout, that is, in the center of the business place, a number of display cabinets, shelves, etc. are set up to display various commodities, and a number of counters are placed in front for sales.In this layout, the clerk's work area overlaps with the customer area.Both are active in the same field, which can activate the popularity of the store, form an interactive store atmosphere, and help improve service quality. It is a relatively free and flexible design form, which is gradually adopted by the majority of clothing store operators.

5. Grid layout
This kind of layout structure is rigorous, and it is a very standardized layout method, which can easily win the trust of customers.In the lattice layout, all the counter equipments are arranged at right angles to each other, forming a labyrinth channel.This layout can produce a dynamic effect that the flow of people formed by customers leads from the entrance to the exit of the store through the winding path full of commodity counters.Gives an impression of orderliness.At the same time, the grid layout is mostly used for open sales, allowing customers to enter their own choices, and satisfying modern customers' pursuit of a free and leisurely shopping environment.

Layout Features
The layout of clothing stores is a common problem. If the layout of your clothing store is unreasonable, although you may not realize its adverse effects for a while, your benefits will come down after a long time.An effective and reasonable clothing store layout can properly display the characteristics, texture and concept of clothing, help consumers feel clothing information in an all-round way, increase the impression of clothing stores, and form potential profits.This shows the importance of the layout of the clothing store. Let's introduce how to implement a reasonable and effective layout of the clothing store.

1. Put high-end products in the innermost
In the business strategy of clothing stores, store operators should always pay attention to the psychological changes of customers. By grasping customers' "surprise hunting" ideas and making more efforts in store layout, they can stimulate their consumption well.

For example, according to the experience of many merchants, if the store puts high-end products at the bottom, it can achieve better business results.Why is this so?

In fact, on a deeper level, operators sell clothing not only for value and fashion factors, but more importantly, to stimulate customers' creativity and skills in buying clothing.The same clothing, in the hands of different operators, will bring different turnover with the integration of personal unique ideas.In terms of high-end products, first of all, with the improvement of people's living standards, there is a whirlwind of "upgrading and upgrading" clothing among more and more consumer groups. Everyone pays more and more attention to the grade of clothing, whether it is brand, Texture and design styles have gradually formed a favor for "high-end clothing".In other words, the consumer market for high-end clothing is expanding day by day.Secondly, it is not enough to have potential consumer groups.The key to clothing sales lies in how operators arouse customers' consumption.

Many consumers have this kind of mentality. If the store displays some attractive high-end products on the outside, the style and quality of the clothes are quite high-grade, but the inside is some hip-hop casual clothes or ordinary clothes. Too much contrast often makes consumers question high-end products.On the contrary, if the order of the two types of clothing is reversed, customers can be gradually attracted to the store for consumption.

Placing some novelty, colorful or cheap but distinctive clothing at the door of the store can first attract customers' attention and open up customers' psychological defenses.Of course, this is the first step, and it is a very valuable one.According to psychology, once a customer's psychological defense is opened, their "shopping desire" is also stimulated.Then the operator can place products with a middle price and a higher quality grade in the middle of the store.Perhaps, customers just approached the store out of curiosity and interest, but when they see better quality products, even if they don’t need it now, as long as they feel that the price is good, they will “can’t help but buy”.The last step is to place the highest priced items in the innermost and most conspicuous place of the store.In this way, customers are encouraged to browse the store in depth and take full advantage of the utilization efficiency of the store depth.Moreover, arranging high-end clothing in the depths of the store gives customers the desire to "explore". When these products are fully presented on the hangers at the same height as the customer's eyes, customers can concentrate on observing the "exploration results" they find. ".

Therefore, in the display of many stores, in principle, clothing products are placed in the front, middle, and rear of the room according to low, middle, and high prices.

2. "Baseball field" style product layout
In the process of customers gradually entering the store, store operators should make more efforts to stimulate the potential of customers to consume.

Generally, the observation angle of the customer after entering the store is horizontal, and the best clothing display position is at the same height as the customer's eye level, but if all the clothes are placed on this horizontal line, the display space and efficiency of the product will be very large. Low.At this time, it is not enough to just use the store to arrange horizontally.The best layout method should be that customers can see the goods inside at the entrance and have a preliminary understanding of the quality.

The quality of the goods in the store will directly affect the customer's perception and evaluation of the goods.And all of this depends on whether customers can "touch" the clothing with the greatest eyesight.In the past two years, more and more stores have realized this, and fully consider the three-dimensional use of store space when decorating and displaying shelves.In the end, it came to the conclusion that the product arrangement shaped like a "baseball field" would be able to meet the needs of customers to the greatest extent.

The so-called "baseball field" type of product layout is to use a gradual approach to gradually increase the height of the product placement.The height range is generally between 140 and 210 cm.That is to say, take the place where the customer's horizontal line of sight touches as the center and base, and gradually increase to the place where the customer should be able to touch and take it.A more vivid explanation is that the entrance and front of the store are equivalent to the venue, and the gradual approach of product placement is layer upon layer of auditorium.However, the operator does not have to arrange the store in a fan shape.It can be operated flexibly according to the size of the store space.At the same time, the layout of this kind of products, according to their height range, also has the characteristics of easy access, adapting to the height of most people, and convenient for customers to pick up and look at themselves.This point is also the humanized design that modern clothing stores should pay attention to.

The "baseball field" style of product layout has good planning and layering, which can not only improve the three-dimensional sense of the store, but also give customers a sense of order and clarity.It ushers in a new shift in shop layout.Especially when all kinds of clothing are more and more embodying high-style and high-quality designs, it can display the grades of products step by step, giving people a refreshing feeling.

Pay more attention to the product layout of the clothing store, and pay attention to the small links before selling clothing, so that when the operator guides customers to buy products, everything will come naturally.It can be seen that these skills of store layout are very worthy of consideration and reference by operators.

3. Spacious space at the entrance
The vast majority of consumers believe that the initial impression of the store is not only the external decoration, but also the feeling of the entrance.Especially for women who "feel first", if the entrance of the store feels extremely bad, there will be no interest in continuing to enter.For example, if the decoration of the store is exquisite, the clothes inside are also good when viewed from the window, but the entrance is too narrow, and if there is another waiter standing there, no one is willing to walk in here.It's like a psychological threshold for stuck customers, which greatly reduces consumers' interest.According to the explanation of psychology, it can also explain this point.Everyone has a personal space where they feel comfortable and free. Once they enter a place with a small space or are too close to other people, people will feel depressed and uneasy.

Therefore, in order to make consumers feel at ease, the entrance of the store should be designed to be more spacious to remove invisible psychological barriers for customers.Generally speaking, for retail stores, customers should keep a distance of at least 150 centimeters at the entrance. If it is a large store with shopping carts and trolleys, a distance of at least 5 meters should be kept.Only in this way can it be convenient for customers to enter and ensure smooth passenger flow.

In addition, the spacious entrance can fully convey the clothing information in the store and avoid the dead corner of clothing display.Usually, when customers pass by a clothing store, they first look at the door, and quickly make a decision whether to enter or not by grasping the clothing styles and styles in the room.Essentially, this is the process by which a store provides a visual presentation to consumers.Through browsing, the store visually conveys clothing information to consumers.At this time, the more information the store conveys to customers, the more attractive it is to customers.How can customers receive the greatest visual stimulation and information?The answer is that the entrance should be spacious enough.Because, as a room, the store will have a visual blind spot, that is, the part that cannot be seen smoothly due to the obstruction of the design of the house window or door.However, the spaciousness of the entrance will greatly reduce the area of ​​​​the blind spot.Some large clothing stores or storefronts, such as Watsons, use this trick.Improve the image of the store and the sales performance of the entire store through a wide front door.

Moreover, as a clothing store, compared with other stores, the passenger flow is fast and there are many pedestrians.In order to ensure smooth passenger flow, it is also necessary to make the entrance spacious.Otherwise, customers may have bad psychological feelings such as "crowded", "chaotic", "clustrophobic" and "dark", so that the feeling of being rejected out of the door arises spontaneously.

4. Design routes that conform to people's walking habits

Guide consumers to walk along the designed route and let them reach every corner of the store as much as possible, which will win the initiative for operators in transactions.However, the premise is that the operator must master and respect the walking habits of ordinary people.Designing a route that conforms to people's walking habits has become a problem that operators must solve.

According to survey data, the vast majority of people in the world are accustomed to using their right hands, and they tend to walk with their right foot first or exert force when walking. Therefore, the right side of a person is the active part of the body, and the left side is usually regarded as a necessary part. When the support and negative parts. (That is, the left side is generally not easy to bear force, which is the part that people are more inclined to protect. This may be related to the human heart on the left side.) When entering a certain space, people will habitually walk or look to the right side first .This reminds operators to take this habit into account when designing in-store routes.

It is recommended that clothing store operators, based on respecting people's walking habits, place clothing shelves on the right side of the entrance as much as possible, and arrange appropriate furnishings and decorations on the left side of the store.If the quantity of clothing is large, it can be designed as a semi-circular store, and a display stand for clothing can be appropriately added in the middle.In this way, people will browse from the right side to the middle part and then to the left side according to the order of design.Only when customer behavior is organically combined with merchant action routes can customers feel easy to observe and choose, thus creating a relaxed and comfortable shopping environment.

It should be noted that in actual stores, the designed routes are different due to the differences of their respective situations.For example, large shops are often in the shape of a circle or a well; small shops are in the shape of an L or reverse Y.Although there are differences in shapes, consumers' browsing habits are generally taken into account, and the main route of clothing display is designed on the right side of customers.Therefore, it is very important to design a suitable store route.It can leave a good impression on customers and create a good image for the store.If you have to "go against the road", design the main goods to the left, leaving only the wall or fitting room on the right.Then when people enter the store, they will instinctively turn more than 180 degrees, and even have a slight resistance action, which is far less smooth and efficient than the action of being able to touch the goods as soon as they enter the store.It can be seen that different route designs can make customers feel relaxed and natural, but also make them feel awkward and uncomfortable.Two completely different effects depend entirely on how the operator chooses.

5. Look-around design
Analyzing the route of customers and letting them make purchases according to the wishes of the operators is a kind of elaborate design of the merchants.As mentioned in the previous section, the look-around design is the most suitable for people to walk and store display, so that customers can browse more products and increase their stay time.This is more effective than a straight aisle in some stores.In addition, the look-around design can also avoid interaction between customers and salespersons. When customers are shopping on one side, salespersons can work on the other side.

Specifically, the look-around design, also known as the back-type aisle, is a design in which a smooth circle or oval surrounds the retail store floor from right to left.In general, the look-around design has different sizes according to the scope of application.

(End of this chapter)