2. Color arrangement: in the form of contrasting colors. Set off the red peach with green to make it look brighter.
3. Freshness of the product: In order to highlight the freshness of the fruit, the stall owner used several peach leaves to emphasize that the product was just picked, and added a few drops of water to increase the freshness of the fruit. The second photo is a photo of a foreign men's wear fair provided by a friend. This time, people will display pineapples, bananas, lemons and clothes together. I guess visual goods not only seek a visual freshness, but also express the fashion freshness of clothes through fruits. Not only the fruit has freshness, but also the clothing has its freshness, and the freshness of clothing is actually a sense of fashion. Only the freshness of fruit can be tested with eyes or mouth, and clothes can only be tasted with eyes. If clothing is compared to dishes, then clothing display is a visual feast presented to customers by visual goods after careful deployment, which not only has fashionable colors, but also has popular fragrance.
2. What did the fashion show bring us?
I remember once, in an enterprise, we gave a group of senior store managers in their 40 s training in clothing display. Before the training, we divided these store managers into three teams: red, yellow and blue. We asked a question, what do customers want besides clothes? After a long time of thinking and discussion, the members of the three teams wrote some answers on the paper: A. Red Team: atmosphere, friendship, fashion, superiority and beautiful feelings. B. Yellow Team: Good environment, friendship, popular information, feeling respected and life experience. C. Blue Team: Good shopping environment, smile, fashion sense, excellent service and excellent value for money. These store managers have at least three years of terminal management experience, and they still know their customers very well. So we think this answer basically reflects some psychological feelings of customers. Here, we can find that all three answers mentioned that customers not only need the spiritual experience of "respect, desire and smile" between people, but also need the visual and auditory experience of "good environment, fashionable information and atmosphere", and these needs account for as much as the clothing itself. Famous Italian fashion designer George? 6? 1 Armani made window clothing display in Italian department stores in the early days. Armani, who is a visual commodity, has a deeper understanding of the clothing display in the store: "We want to create an exciting and unexpected experience for our customers, while maintaining a clear and consistent logo on the whole. Every part of the store is expressing my aesthetic ideas. I hope to show my design in a space and an atmosphere to provide customers with a profound experience. " Please pay attention to this sentence: "every part of the shop is expressing my aesthetic concept, and I hope to show my design in a space and an atmosphere." In other words, Armani's clothes are sold under the specific environment, specific lighting, clothing display mode and salesperson's service in Armani store, which is a specific brand culture atmosphere. Imagine if Armani's clothes are sold in a chaotic low-grade wholesale market, can you still sell the price of the store? Therefore, in this sense, clothing display mode and clothing are equally valuable, and clothing display can promote sales and create value. Giordano, a famous casual wear brand, has spared no effort to promote clothing display at the terminal since 1992 entered the mainland. Giordano sees the role of clothing display in this way: the promotion role of clothing display is stronger than any media, and the first impression of goods to consumers is also a lasting impression. The promotion of visual products is based on the front line of sales and is a silent salesman. Coincidentally, ZARA, as a new idol of international brands, also has its own unique views on clothing display: "Although the number of products in each series is limited, the store still gives people a refreshing feeling every day by updating the inventory twice a week and rotating the products. This is the good effect of making a good display plan in advance. Customers can't help looking around the store. They feel that the store seems to be updated forever. " Whether Giordano, ESPRIT or ZARA, they not only make scientific plans for stores, but also make pre-arranged clothing display plans in advance. Paying attention to clothing display has become the knowledge of many international brands. What does the fashion show bring us? I think it has the following two functions: 1. Promote product sales: through various forms of clothing display, static clothing can become the target of customers' attention. Use visual language to attract consumers for key recommended products and newly listed products. At the same time, through scientific planning and careful clothing display, the grade of goods can be improved and the added value of goods can be increased. 2. Spread brand culture: Besides material, clothing is a kind of culture. Good clothing display should not only inform the sales information of the store, but also convey the unique brand culture of the enterprise. Only by establishing its own unique brand culture can a brand deepen consumers' impression of the brand and form a group of loyal customers. Can stand out from many brands, enhance the brand competitiveness of enterprises and occupy more market share.
3. The misunderstanding of clothing display
Because the brand development of China clothing industry started late, the awareness of clothing display is not the same. To sum up, there are probably the following situations: the first is the view that clothing display is useless: it is believed that terminal sales mainly rely on marketing skills except products, and clothing display is just a decoration, which is a dispensable thing to decorate the facade. The second is the all-round view of clothing display: it is believed that clothing display can quickly increase sales, which is more important than marketing means. People who hold this view often hope that the turnover will soar after every clothing exhibition where visual goods end. If clothing display does not promote marketing, they can easily become advocates of the uselessness of clothing display. The last one is the narrow sense of clothing display: the job of visual goods is to pose clothing. This is the most common phenomenon in many enterprises at present. Visual goods, a store, do not pay attention to the planning of store channels, or hand over the design of channels to store designers and the design of POP to graphic designers. The works in visual goods are often a pile of designed clothes, a designed shop and a designed POP. Before this, there was often no communication between these designers with different division of labor. The final result is the narrow working face, passive works, far-fetched creative theme of clothing display and weak sense of shop integrity in visual goods. Faced with this situation, on the one hand, we should have enough patience and tolerance for the emerging profession of clothing display, pay attention to its growth, and at the same time, we should look at its role objectively. I think clothing display is an important part of the terminal, but it must interact with other links of the terminal to form a complete terminal marketing system, so that clothing display can really play its role. A good clothing display state should be organic, interactive and all-round. In the process of integrating a well-known domestic women's clothing brand, I once put forward such a slogan: let fashion designers know about fashion display and let visual goods know about fashion design. I think only in this way can the designer's design concept be transmitted to the terminal without reservation, and at the same time, the fashion designer can consider the state of the store terminal more and adjust the product in the design. At the same time, in every product planning, visual goods are required to participate in product planning and design discussion, so that some good clothing display ideas can be implemented in the design stage. Facts have proved that after several seasons of running-in, the display of women's brand clothing has gradually formed a very good situation, and the overall sense of clothing display in the store has been strengthened.
Four. Three levels of clothing display:
According to the different work objectives and results, it can be roughly divided into three levels: 1. Clean and standardized; 2. Reasonable and harmonious; 3. Fashion and style. Different brands should analyze their own clothing display status, determine practical work goals, improve step by step, and avoid the rash idea of "eating one fat person at a time". 1. Cleanliness specification: First of all, the storefront should be kept clean, the venue should be clean, the clothing shelves should be dust-free, the articles should be stacked and hung flat, and the lights should be bright. If you can't even do this, you can't carry out other clothing display work. Specification is the division of store area, the size of shelves, the display, folding and proofing of clothing, all of which should be carried out according to the standards of various brands or conventions. 2. Reasonable and harmonious: the channel planning of stores should be scientific and reasonable, the placement of props such as shelves should conform to customers' shopping habits and ergonomics, and the division of clothing should conform to brand promotion and marketing strategies. At the same time, there should be a sense of rhythm and color coordination in the layout of clothing, and the overall style inside and outside the store should be unified and coordinated. 3. Fashion and style: In modern society, clothing is the product of fashion, whether it is fashion or home clothes, it is branded with fashion, and the clothing display in shops is no exception. The clothing display in the store should have a sense of fashion, so that customers can clearly understand the main products and colors from the clothing display in the store and get fashion information. In addition, the store's clothing display should gradually form a unique brand culture. So that the whole shop has its own brand style and personality from the design of window, the placement of clothing and the style of clothing display. In my opinion, only when the clothing display work in the store reaches the third level can it be regarded as the ideal state of truly entering the clothing display.