Run a profitable clothing store

Chapter 21 Clothing display skills (4)
Using these props together with commodities can lead a new trend of life and advocate a taste with a new feeling.The props used can be props that help show the usage scene of the displayed product, or props that can be combined with the displayed product to show a synergistic effect.

2. Use some accessories

You can use flower arrangements such as Japanese flower arrangement and Western flower arrangement to set off the clothing, and you can also use stones, rocks, sand, shells, dried flowers, etc. to set off the beauty of the clothing.

3. Use ornaments or physical props with the characteristics of the times
The props used here are those antique works of art that can evoke nostalgia and souvenirs that can evoke memories.No matter what era there are memorable and memorable items, if you use them as small props, you can attract the attention of customers.A clothing store in Beverly Hills, USA, imitates the oil paintings of world celebrities, but the color purity is reduced and is close to monochrome, forming a very harmonious and unified tone. The props and characters are dressed in high-end clothing and interspersed in the environment of appreciating oil paintings, making the The artistic taste and style of clothing have reached a high degree of sublimation.Of course, in addition to famous paintings, cultural and entertainment products can also be used as decorations to set off the characteristics of products.In a window on Culture Street in Seoul, South Korea, dice are used as background props to create a casual atmosphere for clothing.

4. Use props in different color combinations

This is the use of props that are completely unrelated to the theme of the product. By stimulating the senses of customers, it will cause an impact on common sense and root the image of the product display in the mind of customers.

5. Props for festivals and seasons
This is a method that is often used, such as props used in celebrations of various festivals throughout the year such as Christmas that have been deeply ingrained in people's lives, school entrance and other anniversaries that are important in life experience, and they are often used to set off products Small props to emphasize the image of the theme product.

The space in the display is ingeniously enlarged
Another way to enlarge the store space is to change the way the products are displayed, so as to form a visual area and expand the sense of space of the store.Operators all know that one of the taboos in arranging clothing is overcrowding.If the clothing display is "clustered together", it will block the customer's sight and affect the customer's observation and evaluation of the product.Therefore, whether it is space factors or clothing quantity factors, the feeling of crowding should be avoided.

So, what needs to be done to create a "magnified" space?
1. Consider the number of products displayed in the store

In a clothing store, if products are piled up everywhere, it will leave a very bad impression on customers.The feeling of small space and messy things will emerge immediately.Therefore, it is necessary to control the number of displayed goods.Plan the products to be displayed and the quantity of each style as a whole.You can calculate the average daily sales based on the previous sales volume, and prepare 1.5 to 2 times the amount.On weekends or festivals, just increase the amount by a certain amount.

2. Consider the display ratio of various products in the store

Limited by the space and venue, if the store wants to make full use of the space, it should try to display the boutique and high-quality products in the clothing, and ordinary products can be arranged in other corners or areas that are not easily projected into the horizontal line of sight.Focused display can leave ample space to highlight the characteristics of the store and save space.

3. Improve the display of clothing

Generally, the display methods of clothing can be divided into stacking and hanging.The so-called stacking refers to placing clothing products on a water table or an elevated platform through orderly folding of clothing.The so-called hanging means to hang and display the whole set of clothing.The former can save effective space, while the latter can fully and fully display the products.According to the characteristics of these two display methods, they can be mixed and used according to the space conditions of the store.Because, using both at the same time can save space and increase visual interest.It should be noted that when using stacking, each stack of clothing should not be too thick, and generally should be controlled at a height of 50-150 cm.

4. Reduce the shelf height in the store

In the same space, if the height of the shelves is relatively reduced, the overall space will appear spacious.Extending the distance between the upper and lower spaces can reduce the sense of narrow space for customers, so that customers can relax when shopping.

In short, the number of products, display ratio, display method, etc., these small designs are to create more free space in the store and enlarge the indoor area, so that customers can feel relaxed and relaxed in the store, so that customers can feel To "shopping pleasure", and finally achieve a win-win effect.

Unique style cleverly increases the display effect
Fashion is an item that pursues fashion, and it is greatly influenced by cutting-edge culture and art in society.Sometimes, a movie, a picture can cause a wave of fashion.For example, the "pirate style" popular in Europe and the United States in 2010 is a pursuit of movies and medieval retro culture.

People found that in some clothing stores, not only the clothing appeared in a "pirate" style, but even various accessories showed a strong "pirate atmosphere".For example, pirate ship models, pirate flags, knives used by pirates, etc.As soon as you enter the store, the intricate pirate accessories have already lifted your spirits and greatly aroused customers' interest in clothing.The pirate accessories interspersed in the pirate costumes create a new space atmosphere for people, which is refreshing.

It can be seen that sometimes, unique and novel display decorations will bring unexpected sales atmosphere to operators.For example, when a high-end clothing store uses oil painting artwork as the background, the elegance of clothing and the nobility of oil painting, the integration of products and art treasures will prompt customers to look at clothing with an appreciation, thus bringing about more effective sales. .For example, when designs such as dressing tables, small perfumes, and pink curtains appear in women's clothing stores, female customers can involuntarily relax and shop for products leisurely as if they were at home.Or, some stores will use more personalized and interesting small items-transparent ashtrays, bright plant pillows, special gloves for smokers, colorful rubber basins, etc., so that customers can dig out while shopping. Take a look at the fun in these objects.

The most distinctive and impressive display decoration should be regarded as the reproduction of a scene of a certain era.For example, the "Old Shanghai" decoration popular in some shops is a very typical one.

The retro plot and the copied items of old Shanghai are combined in one space, which is undoubtedly the reappearance of that era.Representative cigarette advertisements, black-and-white photos, old newspapers, etc., are revived again against the background of music played by old-fashioned gramophones.Coupled with gold, blue, and other colorful high-end silk clothing, it will present a classic nostalgic environment.This kind of design and layout makes people forget that they are in a clothing store, but creates the illusion of going back in time.The effect achieved has amazed many people.

Brief introduction of display skills

For clothing stores, display has a great impact on sales.A women's clothing store in Zhejiang Province had an original monthly sales of 7000 yuan. Later, under the guidance of a professional planner, a reasonable store layout was carried out, turning the original dead corner into a live corner.A month later, sales soared to 20000 yuan.Generally speaking, after exquisite store display and layout, the sales of clothing stores can be increased by 10% to 40%.So we have to master some skills of clothing display.

1. Theme display
Set a theme for the clothing in the store, create a unique atmosphere of spring, summer, autumn and winter seasons and different festivals, attract customers' attention, and promote clothing sales.

2. Cyclic and repeated display
Some clothing styles have been placed in a certain position for too long, and no one cares about them due to the influence of light and surrounding styles. At this time, they can be exchanged and recombined with other styles of clothing, which will produce a new art. theme.It not only increases the chances of selling, but also makes the clothing store feel constantly changing and new as a whole.

2. Overall display
Show the garment as a whole to customers.For example, take a full set of clothing as a whole and use mannequins to display it completely from head to toe.It not only conforms to the psychology of customers who are used to considering the whole, but also helps to arouse customers' interest in purchasing.

3. Wardrobe combination display
In every season, consumers' wardrobes are a new combination, with rich and orderly styles for various occasions, various purposes, and various themes.With the accelerated pace of urban life, people need more services in wardrobe combination design.Clothing stores may wish to take advantage of this psychology when combining products, and add a service in housekeeping design while selling products.The combination can be divided into a single combination, a couple combination, a combination of a family of three, etc.

4. Neat display
According to the size of the shelf, determine the length, width, and height of the clothing, and arrange the clothing neatly to highlight the sense of volume of the clothing.

5. Decoration against the display
Doing some decorations in clothing stores can strengthen the artistic theme of clothing products and leave a deep impression on customers.For example, draw some childlike patterns on the walls of children's clothing stores, put a bouquet of flowers near the lovers' clothes, put an animal specimen in a high-end fur clothing store, and so on.

6. Positioning display
Positioning display means that once certain clothes are displayed in a certain position, they generally do not change.The clothing that needs to be positioned and displayed is usually a well-known brand-name clothing. Since customers buy these clothing frequently and in large quantities, it is necessary to display these clothing in a fixed location to facilitate customers to choose and buy, especially regular customers.

7. Model display display
When people see the display of beautiful models, they will mistakenly think that they are so beautiful in clothes, which is an irresistible psychology.In addition to the display of dummy models, beautiful shopping guides can also act as models.

8. Related display
Associative display refers to the display of different types of clothing that complement each other.Using the complementarity between clothing, customers can also buy the next clothing after purchasing a certain clothing.It can diversify the overall display of clothing stores and increase the probability of customers buying clothing.

9. The exhibition of winding paths leading to secluded places
The ancients had a wonderful poem "The winding path leads to a secluded place, and the flowers and trees in the Zen room are deep".The container layout of the clothing store should be conducive to the walking of customers, and keep walking, giving people an attractive feeling.For a deep shop, it is advisable to design the channel in an S shape and extend it inward.For shops with square and rectangular venues, the arrangement of shelves can be used to make customers turn around a few more times, so that they will not see the end at a glance after entering the store, so they turn around and return.

art on display
In this era of brand consumption, people shop not only to meet the needs of life, but also to express a life attitude of enjoying life and consuming services.Stores also take on the role of conveying brand culture and guiding consumption concepts.Therefore, the display method of the store is particularly important.It can neither pile up goods like a warehouse, nor dazzle people like a catwalk; it must consider both functionality and artistry.

1. Blank Art
Nowadays, the simplification trend of people's life is generally reflected in the interior design, with less and less decoration and more and more reserved space.Drawing on blank art in modern display design can not only make the design visually relaxing and pleasant, but also make people imagine and recall in space, and can better enhance the artistic appeal of the display space.

The simplified design of space, shape, color, and the relationship between virtual and real in the display design, as well as the repeated deliberation and comprehensive treatment of various design factors, all require the art space to have certain flexibility and variability.There are many ways to reflect the cultural connotation in the design, among which the spatial artistic conception presented by the "blank" has a strong traditional culture.Many excellent designs are based on profound cultural heritage, starting from the aspects of nationality and region, embracing multiculturalism, integrating traditional design techniques and artistic conception with modern people's aesthetic taste and thinking methods, so as to achieve Both form and spirit create a safe, healthy, natural and harmonious interior space to meet people's visual and cultural psychological pursuits, which also reflects the "people-oriented" design development idea.

2. Repeat and Gradient

Repetition means that the objects in the picture have exactly the same appearance, the relationship between primary and secondary cannot be distinguished, and the concept of hierarchy cannot be formed.That is to say, in the picture, with the same shape, color, same position and distance, do repeated juxtaposition.The characteristic of repetitive form is that it can make human beings have a feeling of simplicity, clarity, continuity, peace and infinity.Using the repeated form, the displayed products can be displayed in front of customers equally one by one.For example, when displaying clothing, different styles of suits are displayed on a straight line with the same display method and the same display form at equal distances from each other.In this way, the window display does not have a fixed focus, but the focus is on each product, which can guide consumers to view the products in turn.

Gradient is a form of expression with graded gradients, which is characterized by a gradual increase or a gradual decrease in the applied weight.For example, the shape gradually increases from small, or gradually shrinks from large.The color gradually changes from dark to light, or from cool to warm, and so on.The process of gradually increasing or decreasing like this produces a hierarchical beauty, which enhances the visual impression and gives people a lively and lively feeling.

3. Form beauty

The clothing industry is an industry that creates beauty, and the display design in the store must also give people a sense of beauty.From the perspective of people's aesthetic taste, people generally like two forms of formal beauty: one is the aesthetic feeling of order, which gives people a sense of peace, security and stability; , Lively feeling.

Although both forms of beauty have appeared in stores, from the perspective of people's aesthetic habits, orderly beauty is more widely used in stores because it is more in line with people's aesthetic habits.At the same time, in a store with colorful clothing styles, what we need more is a sense of tranquility and order.

Pursuit of perfect display
Clothing display should not only be beautiful and artistic, but also pursue a perfect state, so that customers will fall into a beautiful illusion as soon as they arrive at the clothing store, so as to achieve the enjoyment of beauty and the pleasure of buying.

Walking into a clothing store, the first thing that catches the eye is the dazzling array of clothing on display, just like a stage set, the store becomes a fantasy and beautiful world, and the clothing placed in it is the props to realize dreams.So when customers see it, they will dig out their pockets to buy it and take it home.So how do you create the perfect display?
(1) Be aware that the entrance to the interior is very conspicuous, or the walls of buildings that have not been decorated, these are the killers that destroy customers' dreams.Placing the clerk's personal items in these places can also destroy the customer's dream.Therefore, we must pay special attention to these details.In fact, as long as you make a small screen, or move the sales table, or place a bonsai of foliage plants to cover the unsightly places in the clothing store, you can make the interior decoration have a completely different feeling.

(2) Ordinary clothes need to be hung up to fully display the characteristics of the product. It is easy to use the overall characteristics of the clothes to form a color block visual impact, so that consumers can recognize the clothes with their eyes.However, in a limited store, it is impossible to display too much by hanging. At this time, the operator of the clothing store can display it in the way of hanging and stacking.In this way, not only can the space of the store be fully and rationally used, but also a layered sense of the entire product display can be created.

(3) If the clothing on the clothing display rack does not need to be supplemented, the clothing on the shelf must be moved forward to fill the vacancy, so as to reflect the richness of the clothing in the clothing store.

(4) In order to make customers feel the richness of the items, first of all, the upper and lower limits of the price band must be narrowed.No matter how many varieties and items there are, if the price gap between them is too large, then customers will not only lose comparable objects when choosing goods, but also increase the customer's purchase risk.In addition, the types of prices should not be too much.If there are too many types of prices, and the gap between each item is only one or two yuan, it will bring great confusion to customers' choice.

(5) Dig deep into customer psychology and create a "leisure space".Urbanites are exhausted in the business and political circles, and their physical and mental exhaustion is self-evident.Under the condition of a large store area, clothing brands can skillfully set up a rest area to create a shopping "paradise" for customers.Among them, an exquisite bar counter, several bottles of high-end foreign wine, three or five connected notebooks and magazines full of leisure and fashion can completely relieve the tense heartstrings of customers.At the same time, cleverly setting up the rest area can also invisibly divide different styles of clothing, and customers can also appreciate the advertisements and promotional albums of the terminal after rest, achieving the effect of killing two birds with one stone.

(6) Skillfully use the timbre function to render the atmosphere in the store.In order to highlight the brand culture and concept, the network and multimedia have gradually grown into powerful tools to show the characteristics of the store.We can play different music according to the color tone and clothing characteristics in the store.For example, youthful clothing stores can play fashionable pop music, retro-style clothing stores can play classical music, and formal and professional clothing stores can play soothing and leisure music.At the same time, the store can also play short corporate image videos and product advertisements through video equipment, so that customers can have an in-depth understanding of the brand.

(7) The orderly color theme gives the whole store a distinct theme, an orderly visual effect and a strong impact.In clothing display, color contrast is often used as the focus, or to create a color gradient effect for product display, so that customers have the impulse to shop and easily lock the target product.

There are many display techniques in clothing stores, but the key is to use them properly to make the clothing store even better.

(End of this chapter)