Run a profitable clothing store

Chapter 20 Clothing display skills (3)
As mentioned earlier, the purpose of window display is nothing more than displaying and promoting products, making clothing more attractive and establishing a good brand image in the minds of customers.It is also mentioned here that the layout effect of the window should be highlighted.In order to combine the two well, the operator must adopt different expressive techniques for conception and composition in the window design, so as to obtain the desired design effect.

First, learn about the types of windows.Usually, windows can be divided into three types: transparent windows, translucent windows, and isolated windows.Transparent window means that there is no barrier, so that customers can directly see the window of the indoor store. Glass is usually used as this kind of window.The translucent window type means that half of the back of the window is separated from the sales site.The isolated window means that the window and the sales site are independent of each other and completely isolated, which is the main type used in the store now.

Secondly, in order to arrange an exciting shop window, it is necessary to make flexible use of various arrangements in the shop window.Generally, there are four main types of window layouts, namely systematic window layouts, thematic window layouts, seasonal window layouts and comprehensive window layouts.Among them, the systematic window layout refers to the classification of clothing materials, textures, colors, etc., and they are combined and displayed in a window.Thematic display window arrangement refers to the arrangement of merchandise around a certain event, such as the arrangement of festival themes, love themes, fairy tales, and so on.Seasonal window display is the window display according to the season, which is the most commonly used arrangement method.Operators generally display seasonal products before the arrival of each season, so as to drive customers to think in advance and consume in advance.The comprehensive window layout is to display various products together to form a mixed effect layout.Finally, the layout and composition of the window should follow the principles of reality, density, light and shade, contrast, etc., and use lighting and color to coordinate the layout.The lighting and colors in the window can render the theme, highlight the atmosphere, integrate various space elements, and express certain emotions and business information.When designing, the operator should arrange it as a work of art full of aesthetic feeling, and it should be thoughtful and comprehensive in terms of color, accessories, and background.Especially when dealing with color matching and lighting, it is necessary to observe the changes of different matching effects.Better shape the effect of window arrangement as a whole.

Therefore, the layout of the window should avoid complexity and confusion, pursue completeness and beauty, and meet the most direct and deepest visual, psychological and other sensory requirements.Only in this way can it be possible to design a window arrangement that will impress customers.

Several common display methods

Clothing display is a skill, and giving customers a good visual effect is also an invisible way of clothing marketing, so operators must not display clothes in the store at will, and mastering the display skills will play a role in fueling the business of clothing stores .Here are four common ways to make clothing stores more attractive and popular:

1. Stacked display

As for clothing, the display is generally divided into stacking and hanging.

Folding: generally through the orderly folding of clothing, the overall coordination is emphasized, the outline is prominent, and the products are displayed on the water table or elevated platform.The advantage of this method is that it can effectively save space.When stacking and displaying, the following points should be paid attention to:
(1) Emphasize vision. In the control of color blocks, the principle should be from outside to inside, from light to dark, from warm to cold, from light to dark.Because this is the habit of people observing things.This can also make consumers interested in the product, and conduct shopping behaviors from several links such as attention-attraction-observation-purchase.

(2) Products of the same season, type, and series are displayed in the same area.

(3) The packaging should be removed for stacking. It is advisable to stack 4 to 6 pieces for thin packaging, and 3 to 4 pieces for thick packaging. Shirt collars can be placed staggered.The model and size series of each stack of clothes are from top to bottom, from small to large.

(4) Try to design models near the stacking area to display representative styles in the stacking area to attract attention and enhance vision.In addition, posters and leaflets of corresponding clothing styles can be placed to display representative styles in an all-round way.

Hanging: Generally, clothes are hung on hangers, so that the characteristics of the product can be fully displayed, and it is easy to form a visual impact of color blocks and render the atmosphere, so that consumers can understand the product with their eyes.However, in limited stores, it is impossible to display too many hanging installations. Generally, hanging installations and stacking installations are used.In this way, on the one hand, the space can be used reasonably, and on the other hand, the entire product display can be layered.

2. Hanging display

The hanging display method refers to the method of unfolding and hanging the goods so that customers can directly see the whole picture of the goods or touch the goods from different angles.This method is mainly used for the display of textile and clothing products or some small commodities and flat, slender and other products without three-dimensional effect.

The use of hanging display method is generally divided into two types:
(1) Hanging at high places: that is, placing various brackets or display nets to hang goods above the cabinets. This display method is mostly a type of fixed display, and is less used for direct sales.Its purpose is to enable customers to clearly see the products from a far away position after entering the store, which can attract customers and enhance the shopping environment.

(2) Sales suspension: mainly used for open sales. The height of the suspension generally fluctuates up and down around 1.5 meters, which is the normal height for Chinese customers to purchase, browse and touch products with head-up.

Points to note about the hanging display method

When hanging display products for decoration, attention should be paid to the artistry of product hanging, or certain foils should be added.For example, in a fishing gear shop, a blue ribbon is used to simulate water patterns, a big fish biting the hook, surrounded by different fishing gear, and hung on the decorative net, which makes customers yearn for it.

3. Stacking and flat display

Folding display is a display form in which clothing is folded into a uniform shape and then stacked together.

Neat and uniform stacking can not only make full use of the space in the store, but also make the overall display look rich and three-dimensional, forming a visual impact, and at the same time create a space for the hanging display to increase visual interest.

4. Model display
This display method is to display the clothing on the mannequin stage, also known as mannequin prototyping.Its advantage is that the clothing is displayed in a state closer to that of the human body, and the details of the clothing are fully displayed.The location of mannequins is generally placed in the shop window or in a prominent position in the store. Usually, the sales of clothing made by mannequins are higher than those of other forms of clothes. high.Therefore, the clothes that are modeled with human models in the store are often the key recommendations of this season or the clothes that can reflect the brand style.

Several special display methods

Appropriate clothing display design can create a sales environment in a commercial space, highlight its own selling point atmosphere, thereby adding brilliance to the store, and it is also easy to win the favor of consumers.The most important feature of clothing is constant updates and changes, and one of the purposes of the display is to accurately and clearly represent these changes.In terms of display methods and plans, in addition to the common display methods introduced above, there are several special display methods:
1. Opening and exhibition display

This method means that the clothing store adopts the sales method selected by customers.Customers can directly choose the clothes they need from the products on display.All clothing products are hung or placed on the shelves or counters, and the prices are also publicly marked. Customers no longer need to ask the clerk repeatedly, and can choose freely according to their own wishes.This method is quite similar to the free choice of clothing stores.This method can maximize the convenience of customers, make customers feel natural and casual, and easily stimulate customers' desire to buy.

The biggest feature of this display method is that it increases selectivity and freedom.The color, texture, style, price, fit, etc. of the clothing are all clear at a glance.This method can bring great convenience to customers. They can choose several clothes they like for comparison at the same time, and then choose their favorite, which is simple and clear.This saves time-consuming and labor-intensive problems for customers to choose clothes.At the same time, the open and exhibition-style display can also reduce the psychological pressure of customers when choosing and purchasing clothing, and the sense of freedom gives people a sense of comfort.

2. Thematic and vertical display

Clothing stores often combine some specific events or festivals to display and sell some of their clothing products intensively.For example, in late spring and early summer, special exhibitions of swimming clothing and supplies will be held.This is mainly to cater to the psychological characteristics of some consumers who like to join in the fun and like to buy immediately.

This kind of display method must highlight the characteristics of "thematic" and cannot be carried out frequently, otherwise it will lose its own meaning and easily arouse consumers' resentment.

3. Season display
In people's daily life, most commodities have a peak season and an off-season in terms of sales rules, and seasonality has a great restrictive effect on commodities.Many businesses use seasons as the main basis to formulate store marketing plans, especially for clothing stores.

According to seasonal changes, the seasonal products will be displayed intensively, such as the display of summer clothes, sandals, and straw hats in late spring and early summer, and the display of woolen sweaters and windbreakers in late winter and early spring, etc.This seasonal display method can satisfy customers' psychological characteristics of seasonal purchases and is conducive to expanding sales.

4. Related and associative displays

The related display method is a product display method that displays some related products together.The clothing store can put the main clothing it operates in the best position, and also enable customers to see the main clothing of the clothing store at a glance.However, when focusing on displaying the main products, we must also strive to provide convenience for customers and expand sales.Therefore, other commodities that are closely related to the main commodity should also be systematically displayed according to their relationship.For example, display ties and suits together, silk scarves and women's suits together, and so on.

5. Eye-catching and key display

Eye-catching is one of the basic requirements for commodity display.The eye-catching display method is to display products according to this requirement in an eye-catching way.Whether the product can arouse the customer's desire to buy is closely related to whether it can attract the customer's attention. To attract the customer's attention, the most direct way is to make the display of the product eye-catching.

6. Reverse time display
The counterclockwise display method is to display the goods operated by the clothing store in an orderly manner in a counterclockwise direction.

Since most consumers always walk counterclockwise intentionally or unintentionally when visiting clothing stores, in order to cater to the psychological needs of customers, the clothing is arranged in a counterclockwise direction, which is conducive to customers to better choose clothing.

7. Art display
When displaying clothing, the clerk should adopt methods such as straight line, curve, trapezoid, tower shape, cross, symmetry, balance, three-dimensional, image, artistic word, folding pattern, pattern, single-layer and double-layer according to the characteristics of the clothing to make the overall clothing Beauty, color beauty, texture beauty, etc. are fully reflected to attract customers' attention.So that customers can arouse their interest in buying while appreciating the beauty of plastic arts.

A good display can not only attract the attention of customers, but also make customers enjoy the beauty.When displaying clothing art, it is necessary to show the full picture of some clothing as much as possible to reduce customers' inquiries.

Clothing matching skillfully increases the display effect
The combination of different clothing will produce different effects, and the effect of matching clothing display is often beyond the reach of a single piece of clothing.At the same time, if the clothes match well, customers may buy the matching clothes because they like it.So, what if we can make the matching display of clothing produce this effect?

(1) Match the main clothing and auxiliary clothing together, and place them at the entrance of the clothing store or in front of the store, so as to drive the sales of auxiliary clothing with the strong attraction of the main clothing.In addition, we can also continuously display the main clothing along the shopping route of customers, guide customers along the main passage to the depths of the store, and visit the auxiliary store area on the way back.

(2) We can use the principle of color science to make the matching of clothing look lively and eye-catching.When matching colors, we can adopt these methods: from left to right, the colors are gradually displayed from light to dark, and from warm to cool.The colors from left to right are arranged in order of dark color, light color, dark color, light color jumping change, can be the same style or different styles, but pay attention to the curve caused by the hem not to be abrupt.Hanging in the middle, and then to the west side, the colors are light, medium and dark in turn.

(3) If the clothing matching is black and white, we can use the keyboard effect to display in black and white from left to right.The display method of color gradient can also be adopted, and the color arrangement from left to right is white, gray and black.In order to give people a sense of unity and coordination, we can also properly match color elements such as camel, beige, and coffee during the period.In addition, we can also adopt a symmetrical matching method. The colors from the middle to both sides are as follows: the front hanging sample has the same style and the same color four numbers, this color is light color, the side hanging is the same style gray, and the side hanging is the same style black.

(4) Green clothing is not suitable for matching with camel, beige, red, and brown clothing; orange clothing is not suitable for matching with blue or cooler color clothing; black clothing is not suitable for matching only with black clothing, white The same is true for gray and gray; light-colored clothing and clothing with low lightness are not suitable for matching together; apricot-colored clothing is not suitable for matching green clothing.

(5) When the clothing is matched and matched, the whole set of clothing looks integrated and elegant through the use of uniform colors.For example, the upper and lower dresses are white, with a white bag, white leather shoes, white glasses, and white earrings to achieve a unified clothing color.Or embellished with a goose yellow belt, goose yellow corsage, goose yellow bag and leather shoes, it has a special charm.

(6) Play a reconciling role through clothing contrast.For example, the matching of clothing designed with fabrics of geometric stripes or block patterns, the color matching has contrast and harmony, giving people the enjoyment of artistic beauty.

(7) The front, back, up and down echo and match, which can show a harmonious and unified aesthetic feeling.For example, a black jacket with red and white flowers, a black skirt, underwear with black and white flowers, red straight stripes, a red hat with black thin edges, a red handbag and a belt. The pleasure of coordination.

(8) If the three beauties wear the same color of clothes, the same hairstyle, and the same height...they will have a much higher return rate.In the same way, the combination of window models of the same color system gives people a strong visual impact, which can effectively increase the rate of entering the store.

(9) Add a little embellishment to make the finishing point.In a uniform color tone, such as plain cool colors, a little warm color is added, wearing a top and skirt with blue ground and black flowers, a dark blue hat with a black brim, and only the necklace is decorated with gold and vermilion chicken hearts.

(10) Excessive buffering, harmonious connection, harmony and unity.For example, a red dress often uses white inlaid cuffs and collars to make it excessively cushioned, and the red is diluted to achieve a harmonious effect.

(11) The upper and lower clothes of the model, and the combination between the model and the model should form a very clear dress collocation, which can make customers understand the brand positioning and the current main products outside the store, so as to improve the target customers. Group entry rate.

(12) The matching shape of clothing should be humanized.For example, when we wear clothes, there will be wrinkles on the knees, abdomen, elbows and other places. We make these humanized shapes in the matching display of clothing, which will make the effect of clothing matching more natural.In short, what a person looks like when he wears it, and what kind of shape it should be when the clothes are displayed together.

The display effect of real small props

Props are an important tool to support exhibits, and their hidden mysteries must be observed.For some commonly used ordinary clothing, the unique conception of props will play a vital role in attracting customers' attention.

There is a lingerie store on the commercial street of the Caesars Hotel in Las Vegas. It installed a pair of huge wings on the back of the model props, turning the props into beautiful angels. They placed them in the center of the storefront door, attracting the attention of consumers. , so that people who have no intention of buying underwear can come closer to appreciate it, and achieve the purpose of promoting underwear.

The mystery here is: if underwear is placed on ordinary props, the exhibition area is only three points, and it is difficult to rely on the product itself to attract the attention of consumers from a distance, so it is necessary to rely on props.The shape of the props is peculiar and graceful, which can gather the sight.

Some small physical props that can set off the main body not only make people feel fashionable, but also highlight the product itself and the quality of the product.For example, at the Korea International Fashion Fair, there was a booth specializing in selling silk scarves and woven scarves. The props used were to draw simple line drawings on transparent and crisp plastic molds, cut them according to the outline, and hang them with nylon silk. At the top of the exhibition, the height of the props is at the level of people's sight, and the scarf is draped on the shoulders. Through the support of this transparent invisible prop, the beautiful texture of the scarf material is vividly expressed.

In order to highlight the theme, we can use the following small props to create the atmosphere in the store:

1. Products related to the products on display and accessories

(End of this chapter)