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The Vision Of Clothing Marketing Is Enough To Buy Rules.

2010/8/13 15:18:00 128

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Clothing Marketing

The merchandising principle of VMD (VisualMerchandising, visual merchandising) is based on two foundations:

1. the "AIDCA rule" purchased by customers:

Attention (concern) -Interest (interest) -Desire (requirement) -Confirmation (confirm) -Action (action)

2. retail performance formula:

Sales volume

= Entry Volume X

Turnover rate

Price per passenger

The rule of customer purchase "AIDCA rule" has been used to define the process of customer's visual purchase in the book "display management". The five steps below the "consumer behavior" project show the process.

In other words, as long as commodity display can technically satisfy the customer's purchase process, sales can be promoted.

The way to achieve visual merchandising in display mode is to realize the function and efficiency of visual merchandising through the operation of three functional modules, namely, thematic display, key display and single product display.

Below the "function" project is the way that these three modules play a promotional role, and the "promotion mechanism" defines the marketing principle of display.

For example:

Thematic display (VP): it can attract customers' attention, stimulate customers' interest and Lenovo experience, and solve the problem of identifying the customer first and what it sells.

A key

display

(PP): deeply stimulate customer interest, dig and satisfy customers' needs, realize customer trial through Lenovo experience, and satisfy customers' questions of "have I like style / color / collocation".

Single product display (IP): to guide customers to take the initiative to try out the need, so that the purchase can be made possible to meet the needs of customers to choose size and confirm the price.

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When the display mode of "theme + focus + single product" appears completely in the store, it can not only directly promote the process of customer purchase, but also achieve brand recognition and brand memory, produce brand impression and cultivate potential customers.

The relationship between commodity display and retail performance formula can be seen in the "performance formula Promotion Association" project in the above figure. The module combination of VP+PP+IP affects the store entry volume, paction rate and customer price separately, so it will inevitably affect the change of retail sales volume.

In contrast, changes in clothing retail data also reflect various problems in the display of goods.

These problems will be displayed and improved in the specific area, shelf and display mode of the store.

Whether it is a top luxury brand, or a high fashion fashion, or a fast fashion marketing and professional functional brand, any business that appears in the form of retail retail business consciously or unconsciously adopts the VMD mode, because it aims at serving consumers, and is consistent with the objectives of any retail business.