Run a profitable clothing store

Chapter 19 Clothing display skills (2)
When designing the storefront of a clothing store, designers should consider the coordination between the shelves you design in the future when displaying products, and make a rendering of the display area.The renderings should combine the characteristics of the clothing store, and introduce the clothing to consumers in the most economical and time-saving way, so that consumers can have a deep impression of the product, and then generate a desire to buy.Secondly, when making renderings, the rhythm of clothing store display should also be considered. The color system should not be divided too rigidly, and the cool and warm colors of the clothing store should be coordinated.When the products are displayed, the clothes should be seen by customers, not the shelves and decoration.

In the clothing display, the problems that should be avoided:
(1) The POP is damaged, out of season but has not been replaced;

(2) The product has no serialized foil, a single item is sold in pieces, has no story and appeal, and does not trigger conceptual consumption;

(3) The new display space of irrelevant exhibits, POP and goods is rigidly overwhelmed, and the theme is vague and far-fetched;
(4) Deliberately create a wide range and "effectiveness" to increase the quantity and variety of commodities in the unit area;

(5) Deliberately create intervals between color blocks, resulting in the reverse effect of "keyboards"; randomly affix paper notices or POPs on walls, mirrors, shelves, and glass surfaces;

(6) There are too many scattered and independent store decorations and deliberately create "interest" and "style", which are too exaggerated and distorted, and do not produce induction;
(7) There is no clearly defined exhibition area for discounted products and regular-priced products, and no clear signs;

(8) The light source is out of adjustment and damaged, and the lighting has no natural restoration effect, which misleads consumers; the shelf interval is less than 120 cm;

(9) Continuous large-scale, long-span single display method, resulting in monotonous visual perception, fatigue and lack of focus;
(10) Listing and arranging goods on the display surface is not interesting, has no focus, and has no follow-up on details;

(11) The capacity of the exhibition is out of balance, with many being overcrowded, and some being few and far between, without necessary adjustment and flexibility;
(12) The display orientation of products at the end of the season and the beginning of the season has not been adjusted, and the display method remains unchanged.

The effect that clothing display should achieve
Clothing displays without creativity will certainly not be able to drive sales.With the popularity of the concept of "clothing store display" in the past two years, many display training institutions have sprung up in China, and they have made different interpretations of clothing display. Some of them focus on classifying display as beautiful and good-looking!In fact, there are serious misunderstandings between this theory and propaganda and advocacy.

People with this concept believe that if the clothing store is displayed in a good-looking and beautiful way, it will attract customers' attention, and if it attracts customers' attention, it will naturally promote customers to buy clothing, and of course sales performance will also increase.This is actually a very simple logic that one plus one equals two.

Beauty is not the fundamental purpose of display!The role of display is to increase sales and reduce inventory!Most customers go to the store to buy clothing not just because they are attracted or like it, but also because of the cost performance of the clothing, the relevance of the clothing, the theme of the clothing, etc.Therefore, a display engineer must not only understand aesthetics, ergonomics, and color science, but also have honed in clothing companies for many years to fully grasp all aspects of clothing from design to production to logistics, as well as the characteristics and laws of clothing sales, such as: life cycle, Smooth, flat, slow-moving, corresponding inventory analysis, etc.In order to achieve the purpose of increasing sales and reducing inventory, specifically, clothing display should achieve the following effects:
1. Highlight display hotspots
Now customers are becoming more and more picky when buying clothes. The display of clothes is not coordinated, and it is easy to lose interest in buying. Customers also have higher requirements for the background color of the display.This is mainly because the customer's appreciation vision has gradually changed.As the aesthetic vision of customers is getting higher and higher, you need to understand the preferences of customers at this time, so as to better improve the competitiveness of your clothing store.

Obviously, the display of clothing stores must respect the preferences of specific customers.However, from the actual display point of view, there are many clothing store window displays that are aimed at customers of all ages.

Don't think that the idea of ​​selling to men, women and children will attract more customers.In today's society, no matter how large or small a clothing store is, it should strictly classify customers and have a specific audience.

2. The display should give customers a sense of security
The owner of every clothing store hopes that his store can attract a steady stream of customers to visit.There are many factors that attract customers. As far as product display is concerned, safety is also a major factor in addition to many fancy elements.

From the psychological analysis of consumers, an orderly, tidy and refreshing store design can often attract their attention and further encourage them to buy.The reason is nothing more than that the space design of this kind of clothing store can bring customers a sense of comfort, and the fundamental source of this comfort is the safety factor.

Humans are animals that are very good at self-protection. No matter under any circumstances, the first consideration of human beings is their own safety, and then others.Therefore, even in the design of commodity space in clothing stores, great attention should be paid to its order and safety.

It can be seen that if the space design of a clothing store is chaotic and the products are placed out of order, it will give customers a precarious sense of danger. How can this attract customers to buy in the store?

3. The display should be aesthetically pleasing

Clothing display is the process of beautifying clothing, and its main functions are as follows:

(1) Sales: Through the promotion of clothing products, a certain specific information is conveyed, and the characteristics of the products are fully revealed for customers to watch carefully, so as to persuade customers to buy.

(2) Persuasion: To persuade the masses or visitors, use contagious language and attractive clothing display to create a good impression of the clothing store in their minds, or to guide their desire to buy, so as to make them Identify the reputation of the store, clothing brand, etc., and finally make a purchase.

(3) Display: Show precious or outstanding works of art to the audience, win customer satisfaction with outstanding product quality and style, and create a good first impression.

(4) Inform: explain new clothing products or new concepts, so that the public can accept or keep up with the trend, and transform concepts.Explore the needs of customers for clothing, and at the same time express clearly the characteristics of their own clothing that meet their needs, as well as other advantages.

(5) Entertainment: Develop interesting display forms in a systematic and themed manner, giving everyone a fresh and interesting experience.According to the personality or characteristics of the clothing itself, a distinctive display form and scale can be developed, thus bringing a refreshing creativity to people.

(6) Inspiration: Through the study and understanding of knowledge in various fields, combined with the characteristics of their own clothing, it shows the connection and performance with theories in other fields.For example, the study of aesthetic knowledge, color knowledge, visual design and so on.

How to introduce product characteristics to consumers in the most time-saving way, so that consumers can have a deep impression of the product, and then generate a desire to buy, and then use product distribution to achieve the above goals.

4. The display of goods should start from the perspective of convenient classification
The operators of many stores think that the more types of goods there are, the more perfect the store will be, so they try their best to display a variety of different types of goods in the store.In fact, a perfect store is not an accumulation of categories. Store operators must consider what products are currently in their store, how to classify them, and whether they have an exact classification plan.It is the most sensible to classify the goods in a planned and step-by-step manner according to the actual situation of the store.

5. The display of goods should appear plump
The purpose of customers entering the store is to browse and select products, so as soon as they enter the door, they will turn their attention to the counter shelves where the products are displayed.At this time, if there are a variety of products on the counter shelves, his spirit will be lifted, he will have greater enthusiasm, and there will be a subconscious mind invisibly: I can choose from so many products at will, and there must be some products among them. Fits what I bought.As a result, shopping confidence is greatly increased, and shopping interest is high.Conversely, if there are few products on the shelves and the shopping hall is empty, customers are prone to negative emotions and will think that the store is either poorly run or that there are problems with the products.Once such emotions arise, it will cause great resistance to free consumption.

Matters needing attention when displaying clothing
Clothing display is one of the important links in the design of clothing stores.In the clothing display should pay attention to the following items:

1. Is the classification reasonable?
Whether the clothing classification is easy to understand and find, whether the partition is eye-catching, whether the classification is clear at a glance, whether there are different types of products mixed together, whether different types of but related products are displayed to allow customers to take them from the nearest distance To a full set of merchandise?

2. Is it convenient to pick and place
Does the aisle have enough space for customers to pass through? Is it possible to place large items on the lower shelf of the display rack and small items on the upper shelf? Is the product placed out of reach? Is there any publicity? Is the billboard too large, affecting the taking of the product?

3. Is the quantity sufficient?
When displaying, whether the maximum display of products is considered, whether it can give consumers a sense of sufficient quantity, whether the absolute quantity displayed is insufficient, whether the quantity of best-selling products can meet the daily purchase needs of customers, and whether weekdays, Saturdays, and Sundays are considered Adjust the quantity of goods corresponding to the difference in purchase volume?

4. Whether the types are complete
Are there products that can provide customers with a taste of new life, whether the decision of the product category corresponds to the main customer level, whether there are products that cater to specific seasons, whether there are products prepared for special festivals, whether there are new products that are popular, Does it give customers the feeling that they cannot keep up with the times?

5. How about lighting conditions and color matching

Have you considered different lighting methods for different products, whether the overall lighting in the store is sufficient, whether the products are placed in a dark place, whether the use of spotlights is appropriate, whether the key products have been illuminated enough to highlight them, and whether they have considered the differences in product types and Different natures are matched with different background colors and the colors of accessories such as advertising materials. When placing the same type of products together, have you considered the matching of designs and colors?

6. Whether it is beautiful and practical
Is there any place that is placed too neatly and mechanically to give people a sense of indifference, is there any place where the display is too changeable to cause confusion, is there any place where the display racks are not full, and there are empty spaces, giving people a sense of insufficient products? Are the booths and display racks protruding significantly from the planned overall layout? Are there display appliances that match the products as much as possible to achieve beautiful and practical effects? Are similar products sorted by color, pattern and size? Come out to display together?
7. Whether the clothing display equipment is suitable

In some clothing stores, the interior decoration and clothing level are too high, but they are equipped with simple clothing display utensils, or use too fancy scaffolding, which reduces the clothing level.Therefore, choosing display equipment suitable for the characteristics of clothing can not only improve the atmosphere and image of the store, but also give customers an excellent impression.

Otherwise, such a store may make customers feel insecure unconsciously, and also expose the embarrassment of the store owner as a layman.Therefore, many scaffolding, tables, counters and other sundries that do not belong to the clothing store should not appear in the clothing store.

Everyone seems to have forgotten that "beautiful appearance does not mean that it has the conditions to display goods".In particular, some clothing stores like to use simple white wood sheds, because the position of the shed boards is difficult to reach, and the shed boards are fixed and cannot be moved. narrowed.

After using the utensil for a period of time, it was found that it was not easy to use, and finally had to be replaced with other utensils.Things like this had better not happen.Otherwise, both time and money will cause unnecessary waste, so be sure to choose display utensils carefully.Especially today when the utensils used in the store have shown various styles, you can surf the Internet, read interior design magazines, or ask trusted designers to design the storefront.Believe that you will be able to find suitable clothing display appliances.

Clever use of furniture in the store
In clothing stores, operators often display some furniture.Don't look at this little furniture, clever use of them will often increase the popularity of clothing stores and produce very good results.

1. Selection skills of wall cabinets

In the display of clothing stores, the wall display is very different from the central display.The wall display has great use value. The first thing customers see when entering the store is the product displayed on the wall.Therefore, clothing store owners need to pay more attention to the design of wall cabinets when decorating their stores.

In general, wall cabinets are divided into the following forms:
(1) One-stage display.Display the same type of clothing as a mannequin or full wall.This kind of display is more ordinary and has no characteristics.If necessary, add embellishments to complement the theme of the garment.

(1) Two-stage display.The wall cabinet is divided into upper and lower sections, and the clothes displayed in the upper and lower sections are related to each other.The previous paragraph can be a display of clothing effects, and the next paragraph mostly uses volume display, that is, a certain number of clothing is displayed.

(1) Three-stage display.All clothing stores with high walls can adopt a three-stage display method, which will achieve better results.Because the middle section is the easiest to be seen and obtained by consumers, it is most appropriate to use the middle section as a promotional display.The next paragraph can be used as a quantitative display.

2. Selection skills of store floor boards

Clothing stores use more laminates for display, and the clothing displayed or stacked in the store, such as casual clothes, shirts, cotton sweaters, etc., are placed flat on the laminates.

Laminate display is a perceptual display. In large clothing stores, clothing is displayed in a sense of volume according to size and color.When using laminate display, there are the following requirements:
（1）层板上摆设服装的数量，春夏季服装以6～8件为佳，秋冬季服装以4～6件为宜。摆放的服装叠放的高度以层板上下间距的二分之一最为合适。

(2) When stacking clothes of the same style and color on the side cabinet shelf and the middle island shelf, they should be stacked from top to bottom, from small to large, with 2 to 3 pieces per stack. The stacked products should be T-shirts, sweaters and Mainly casual pants.Related products can also be displayed on the laminate, such as shirts and ties, and auxiliary products (leather goods) can also be interspersed appropriately for display

(3) Clothes are arranged according to style, color, type, etc.The black, gray and white colors of each type of clothing are placed at the bottom.Prioritize the more attention-grabbing colors and styles on the top layer to attract eyeballs, and put the more conservative colors on the lower layer.

3. Selection skills of cabinets

There are many kinds of design and production of cabinets, and the sizes are generally divided into 5 feet, 6 feet and other sizes.The design is divided into front door, rear door, double door and other forms.The materials used are glass, wood, stone and metal.

General cabinets are equipped with lighting equipment and locking devices.The lower part of the cabinet is mostly used for storing and selling clothing, and the middle and upper part is generally used for displaying and displaying clothing, as well as for storage.

4. Selection skills of showcases and display stands

The display materials can be made of wood, glass or iron, and the shape can be square column, round table, closed or open, and can also be customized according to the requirements of specific display places.

The wall-type display cabinet is connected to the wall, and the material is decorated with wood. The width of the display board should be controlled at 3.5 to 5.5 meters.In order to avoid customer distraction or fatigue and encourage customers to browse, the width of the display shelves should not be too wide, and it is best not to use packaging or transparent packaging for the displayed products.

Common display stands in clothing stores mainly include trolleys and decorative stands.

5. Selection skills of hanger

The shape of modern hangers is gradually changing from small to large, and the style is from complex to simple.The hanger display of clothing for sale tends to fill the line of sight more and more, has a strong visual impact, and constitutes a large visual surface to attract consumers.Pay attention to whether the shape, function and color of the hanger are consistent with the displayed clothing.

6. Selection skills of hangers

Hangers play a pivotal role in clothing display.All kinds of hangers are constantly changing with the popularity of the times and changes in trends.Hangers are generally made of wood, iron and plastic.The types of hangers are divided into individual trouser hangers, individual skirt hangers, individual coat hangers and combined suit hangers.

The trouser hangers are generally of the hanging type, the skirt hangers are generally of the clip type, and the coat hangers are generally made into a curved shape of the shoulders. The combined suit hangers can hang both coats and bottoms at the same time.

7. Bracket selection skills

The brackets displayed in clothing stores can be mainly divided into: coat type brackets, lingerie type brackets, T-shaped brackets, shirt type brackets, headgear brackets, etc.

8. Selection skills of mannequins and avatars

(1) The selection of mannequins can be divided into concrete and abstract categories.The figurative mannequin has a lifelike image, and the joints of the head, waist, hands, and feet can move, and it is easy to pose in various poses to match the product display.

(2) The image of the mannequin is relatively abstract, and only the torso of the mannequin is intercepted.Partial arm or head models are also present on the market, showing gloves and hats.

Mannequins and mannequins are often used to showcase the latest fashion styles or to showcase key points.Different brands of fashion choose models and mannequins that match their brand personality, which can better express the atmosphere and theme of the fashion.

Window layout should not be underestimated
If you pay attention to the windows and sales of each store, you will find that the design and publicity of the windows have an important impact on customer consumption.Therefore, some people pointed out that the focus of the exterior design and display of a clothing store lies in the window design; and the focus of the window design is how to make a window arrangement that makes people feel excited.

(End of this chapter)