Run a profitable clothing store

Chapter 17 Proper Decoration Design Prospers Prosperity (6)
Whether the artistic expression of the window is strong or not will determine whether customers will stop at the door of the store.Walking on any commercial street, you will see people watching and admiring in front of the shop windows.Especially in front of the windows of certain brand stores, some people often gather together, as if they are visiting rare works of art.

To design a window, to make it a pleasing work, the operator must master three skills:
1. Three-dimensional, multi-dimensional space design
The ingenious and three-dimensional design can avoid the boring and boring brought by the flat design.The use of multi-dimensional space creates visual impact on customers from different angles, and can fully demonstrate the operator's pursuit of dynamic and cultural and artistic colors.

2. The combination of life and storyline

The survey shows that conceiving some life-like scenes can make customers feel friendly and natural, and resonate with them.Whether it is the reproduction of home life or the display of outdoor tourism environment, it can maximize the closeness to the heart of customers and make customers have the demand for purchase.

3. Strive to make customers unforgettable

Whether there is an impression of the store in the minds of customers has a direct impact on whether they will come to consume in the future, and the creativity of the store plays a pivotal role here.Only unique ideas can make the store image "implanted" in the brains of customers and bring lasting publicity effects.

Regarding the details of window design, the following aspects should be paid attention to:

1. Types of window design

In terms of style, the window design can be divided into two types: the elegant type that pursues beauty and the exaggerated type that pursues peculiarity.The former is an elegant design, and the combination and utilization of various elements reflect the pursuit of the upper class, with a strong sense of rhythm.This type of design also pays attention to the use of music, using beautiful melodies to render the style of clothing, and even the decoration of clothing can echo the rhythm of the music, giving people a strong visual change.

The latter is typical of designs that strive for singularity and exaggeration.It reflects the idea of ​​the operator to break through the ordinary surrounding environment and "stand out".The design of the window has the characteristics of unconventional, strong visual impact, etc., and has a rebellious flavor.For example, some shops have moved graffiti life scenes into the window, which makes the scene in front of the shop feel a bit strange.

2. The design method of the window

For ordinary shops, the width of the door is about 8 meters. According to the speed of normal people, it only takes 10 seconds to pass through.How to catch the eyes of customers in 10 seconds is an important issue in window design.

1. Pay attention to the combination of various props and molds
Models, props, and clothing in the window are the basic elements of composition.Their different combinations and variations can create intervals, echoes, and rhythms.Even a very simple design can give people a rich feeling.In reality, the combination of mannequins and clothing can be divided into four types: same distance, same clothing, different distance, same clothing, same distance, different clothes, different distance, different clothes.

2. Consider the comprehensive changes of the window

Depending on the size of the window, comprehensive changes can be made to the window.For example, from small windows to large windows, from closed windows to open windows.The flexibility of the window lies in the fact that it can change the way the store communicates with the outside world, allowing customers to view its design from different angles.

3. Do not violate the color law when combining
The atmosphere of the window needs vivid color matching, but the color has its own matching rules.It is easy to create a relaxed shopping atmosphere by using light colors and high-purity color collocations, while using dark colors and high-concentration colors will create a depressing and heavy atmosphere.

4. Window display should be replaced periodically

In order to avoid visual fatigue for customers, the composition of displayed products and models needs to be changed regularly.The replacement time is based on one to two weeks.Not changing for too long will make the store lack of freshness, especially for fashion stores, it is necessary to maintain the frequency of replacement.

The display design of a shop focuses on the window design, and the key point of the window design is how to make a creative window.It is understandable that display designers put the most energy into making distinctive window designs when they are making displays. However, what troubles display designers is often how to obtain the source of inspiration for window design and This translates to = what is commonly referred to as a design point.

Display designers of clothing stores can refer to the above skills and precautions when designing the window, highlighting the characteristics of the product, and at the same time make the window layout and product introduction conform to the general psychological behavior of consumers, so as to introduce the product, The function of guiding consumption and promoting sales can also become a masterpiece of art that attracts passers-by in front of the store.

Key points of lighting design
Lighting plays a key role in clothing stores. The display effect of the same piece of clothing is completely different when it is lit and without lighting.The lighting design of clothing store decoration should be in harmony with the overall image of the store.The lighting of large stores should be magnificent, while small and medium-sized clothing stores should use simplicity and clarity as the standard of lighting design.In addition, there are many factors to consider in the lighting design of clothing stores.

1. Exterior decorative lighting

Exterior decorative lighting refers to the use of artificial light sources for exterior decoration.It is a development of neon lights under modern conditions. Its function is to attract customers' attention and enhance the atmosphere and environment of the store.It is generally decorated on the street in front of the store or on the walls around the store.For example, some clothing stores wrap the signboards at the entrance with multi-colored lights, and decorate various multi-colored modeling lights that reflect the business content of the store on the walls in front of the store or around the signboards. These are all decorative lighting. Applications.It can not only reflect the environment in front of the store, but also increase the formal beauty of the store.

The design of exterior decorative lighting plays an important role in the overall lighting design.Without professionally designed exterior lighting, the appearance of the clothing store will look lacking in characteristics, and it will be difficult to bring sufficient passenger flow and good economic benefits.Because the store is "quiet" and cannot give people a vivid feeling, but the exterior decorative lighting can convey a friendly, warm and mysterious message to people under the alternating collocation with the main light source.

In order to enhance the aesthetic feeling of the store appearance, the design of decorative lighting must meet certain requirements:

(1) The exterior decorative lighting should echo with the main light source and coordinate with the surrounding building environment
Clothing stores are generally located in commercial streets with a large traffic flow. Under the colorful background, how can the store be "different"?This requires a good cooperation between the decorative lamp and the main light source.Generally, the main light source of external lighting is at the door, and the lighting of decorative lights can surround the door, attracting pedestrians with simple and eye-catching lights, thereby weakening the influence of various light colors on other surrounding buildings.

(2) Can catch customers' attention and render the external atmosphere of the store

For an attractive clothing store, its exterior decorative lighting must also be prominent.For customers who have not entered the store, the exterior decorative lighting that can attract their attention will have greater psychological implications and influence on him.At least a good "traction effect" can be formed.

(3) strong sense of color
Decorative lighting is mostly neon lights and window lights, which are the main light source for exterior decoration.They are mainly designed for passing pedestrians, and generally have a strong sense of color.For example, commonly used rose-colored light sources, light green light sources, deep red light sources, etc., all have strong visual and psychological stimulation to people, and it is easy to make people excited about shopping.

(4) Consistent with the interior style and the overall image of the store

External decorative lighting has a certain impact on coordinating the design style of the interior and exterior spaces of the store and shaping the main image of the store.But its main function is to assist decoration, so it must obey the design of interior style and store image, and finally let the store lighting design receive good results.

2. Store lighting
With the widespread application of lighting technology, artificial lighting gradually occupies a dominant position in decoration.Reasonable lighting design will improve the aesthetics of the store appearance and show the various characteristics of the products, thereby guiding customers to purchase actively.It can be seen that when designing the lighting of a clothing store, it is necessary to start from the perspective of highlighting products and attracting customers.

This requires the operator to strictly partition and properly manage the lighting in the store, and use the lighting flexibly to prepare for the positive effect of the lighting.Because, according to the analysis, partitioned and focused lighting will be able to meet the different requirements of customers for the visual environment in different locations and at different shopping stages.For example, the overall lighting with soft colors in the store will form an atmosphere that makes people happy to approach; the strong lighting in the corners of the deep corners of the store can form a strong attraction to customers; The difference perception of various clothing provides a reference for them to compare, choose, and make purchase decisions.Moreover, if completely uniform and consistent lighting is used in the store, it will appear dull and general, and it will not be able to bring out the characteristics of different products.

It can be seen that the division and management of lighting in the store have great significance for the sales activities of the store.Generally, the lighting of various parts of the store is divided into three categories:

(1) Basic lighting.Basic lighting is also general lighting.It is the lighting that keeps the basic light in the store.It can make the store uniform in color from the general environment, so that the entire space can obtain uniform brightness, display the spatial shape of the entire store, and ensure that customers can move around the store conveniently.At present, chandeliers, ceiling lamps and other lamps are mostly used to create the basic lighting of the store, because it can use more natural light to make the clothes show their original appearance.

(2) Accent lighting.Accent lighting, also known as special lighting, is a special lighting for stores aimed at attracting customers' attention to the characteristics of certain clothing.Generally, key lighting is placed on popular and flagship clothing.It greatly improves the brightness of the highlighted key parts and key products, which is obviously different from other clothing, and makes the style more three-dimensional and glossy.The strong contrast of light and shadow can give people a high-quality visual effect.Its installation position is mainly determined by the object to be irradiated, but it is usually not placed on the vertical surface of the clothing, and the brightness can usually reach 2 to 5 times that of the surrounding area.

(3) Auxiliary lighting.Auxiliary lighting is also called decorative lighting. Its main function is to fill the dead corners in the lighting design of clothing stores, highlight the layering and color sense of the lighting area in the store, and use the functions of light and color to form flexible and excellent decorative effects to enhance products. space appeal.However, the use of auxiliary lighting should be in line with the situation of the store, and it should not be abused and become clichéd.

Try to avoid stairs in the store, and it is best to use hidden lines for pipelines

In order to avoid obstacles for customers to walk indoors, uneven stairs should not be designed inside the clothing store.Because, on the one hand, the existence of stairs increases the difficulty for customers to walk up and down; practical approach.

If stairs have appeared in the store due to decoration, warning signs should be set up and down the stairs to remind customers to pay attention to safety.At the same time, the steps should not be too high, and the slope should not be too large.Even some gentle steps may make customers breathless, not to mention high and steep steps, it is easy to discourage customers from going up to buy.In addition, handrails must be installed for safety reasons, and attention should be paid to the selection of ladder materials, which should be non-slip.Some shops will temporarily use movable steps, which has great hidden dangers. There have been customers who fell when walking on the movable steps installed in clothing stores.Therefore, operators are reminded that when arranging various steps in the store, they must ensure their stability and stability.Regardless of the purpose and psychology, try to use movable steps as little as possible to ensure the safety factor of the ladder.

Another factor that will cause obstacles for customers to walk indoors is the indoor plumbing device.Don't underestimate this line, its setting is also very critical.Not only must it be convenient to use, but also consider whether customers will avoid it when shopping.If the indoor pipelines are exposed too much, customers have to guard against them everywhere, which not only consumes energy, but also weakens the interest of consumption.

On the market, there are two main installation methods of pipelines, open line and hidden line.Open wires generally refer to bare wires that are parallel and insulated from each other and protrude outside.Concealed wires refer to strong/weak wires buried in wire grooves, and are generally wrapped in wire conduits.In layman's terms, the hidden line is the line that is slotted in the wall, and the line inside the slot; the open line is the line that does not need to be slotted.

Relatively speaking, the open wire is characterized by convenient maintenance and easy viewing, but the disadvantage is that it is easy to get an electric shock and takes up space.The characteristics of the concealed line are that it is beautiful and safe. It is a popular practice at present, but it will cause great damage to the wall and is not easy to repair.Especially when the concealed wire fails, the wall must be dug open to find out the cause.

From the operator's point of view, it is a personal choice to use open or dark lines.If you think that the arrangement of bright lines in the room is a special artistic beauty, you will use bright lines; if you think that dark lines can make the space clean and tidy, you will use dark lines.However, the choice of wiring is to be affected by the environment.Considering the operation of clothing stores, it is best for operators to use dark lines.Because most customers will feel confused when they see the bright lines criss-crossing in the room.Moreover, as mentioned earlier, if the pipeline is exposed in the space, customers need to expend energy to walk around, which greatly affects the mood of consumption.So from the point of view of beauty and practicality, it is more sensible to use dark lines.

Harmony is beauty in everything

In the 20s, Dr. Maribion, a professor of psychology at the University of Los Angeles, once proposed that 70% of the impression people leave on others depends on their appearance.It is enough to see how important clothing matching is in people's daily life.However, in life, many people don't know how to match clothes, and their external image is often in a mess.In order to solve such troubles, they often buy ready-made complete sets of clothing from clothing stores, which unexpectedly brings business opportunities to clothing operators virtually.

If the operator can pay more attention to the matching of clothing, not only can the clothing be sold as a set, but also the commercial profit can be greatly increased.Because complete sets of clothing can often be sold at high prices.From this point of view, operators should not hesitate to think, master the skills of matching clothing, and train the ability to carry out trendy matching.

How can I become a master at matching clothes?How can the style of clothing be created?

Operators can start with the matching of colors and gradually master the rules of matching.Moreover, the method of using color matching to mix and match clothing is also the most commonly used method.

First, it is necessary to distinguish the types of clothing colors.Color can be divided into two categories: achromatic and colored.Achromatic means white, black and gray.Colored refers to red, orange, yellow, green, blue and other colors.

Second, observe the hue, purity, and lightness of the color.Hue refers to the name that can more accurately represent the color of a certain color.Purity refers to the purity of color.Brightness refers to the brightness and purity of a color.

Third, choose the base color and embellishment color of the clothing.After mastering the first and second points, you can enter the link of matching clothes.Choose a piece of clothing as the basis, determine the overall tone according to its color, and then mix and match clothing with embellished colors according to the principle of color matching.

How to determine the base color?Usually it is based on the main area of ​​the color on the clothing.The status of color is usually determined by the size of the area it occupies.The larger the area occupied by the color, the more important it is in the color matching and plays a leading role.When choosing a piece of clothing, you can basically determine the color of the tone.The color of the accessories belongs to the color used for embellishment. As long as the rules of color matching are not violated, the matching effect can break through the individual effect of the basic color tone, forming a matching with clear primary and secondary, full of changes, and rhythmic beauty.

How to color match?How to unify and reflect the matching of the main body of clothing and accessories in terms of color is the next issue to be considered.

The collocation of clothing color is usually divided into two categories.One is a contrasting color match, and the other is a coordinated color match.The former refers to the matching of two colors that are far apart or opposite to each other.For example, yellow and purple, red and green, black and white and so on.This kind of collocation has a contrasting effect, especially black and white collocation, which has always been a classic choice.The latter refers to the collocation of the same color or similar colors, for example, blue with sky blue, red with orange red and so on.This kind of color transition is gentle, and the clothing has a soft and elegant effect.

In fact, not only the clothes in the clothing store pay attention to the beauty of harmony, but also the decoration design style of the clothing store not only pays attention to its own harmony, but also needs to be harmonious with the clothes.

(End of this chapter)