Brand Shop Visual Merchandising Should Be Novel And Unique.

October 30th, store refers to Franchised dealer Store image, more and more operators began to pay attention to store. Design 。 Storefront The main goal of the design is to attract all kinds of past customers to stop and watch carefully and attract them into the shop. Therefore, the storefront of the exclusive store should be novel and unique, with unique style and fresh and elegant.

　　 1, storefront and trademark

The image of a monopoly store is closely related to its name and trade mark. In recent years, many people have fallen into a misunderstanding when choosing shop names. They are one-sided pursuit of novelty and fashion, while ignoring the internal relationship between shop names and shops, giving people the feeling of being neither fish nor fowl, such as "big brother", "rich", "gentleman", "big money" and so on.

Shop names should be distinctive, but they should not be too far away from the topic. Through the store name, customers can know what your merchandise is. That is to say, the name of a food store should be like a food store, and the name of a clothing store should be like a clothing store. A good shop name should have three characteristics: one is easy to pronounce, easy to remember; the two is to highlight the business nature of the shop; three, it can make a deep impression on people.

With a good shop name, we need to design corresponding trademarks. Shop name is a kind of character expression, trademark is a pattern description, the latter is more impressive. Trademark should strive for simplicity and beauty. A Magori store, which specializes in women's socks, uses the logo of the British flag as a trademark. It has a huge British flag hanging in the shop and printed on all the wrapping paper, which is particularly eye-catching, which has achieved good sales results.

　 2, signs and signs

In addition to the name of the shop sign, the choice of the font and the integrity of the font should be considered. When we go to the street, we often see some very good shop names, but use the crooked fonts to be embedded in the signs on the front door. The wrong characters and traditional characters are common, and even use some words that are hard to create.

Shop signs should avoid unusual words. The purpose of signboards is to make people clear, and to be mystifying will only cause customers' antipathy. For example, there is no need for a foreign product store to get a foreign name.

In recent years, the logo has been increasingly adopted by the exclusive stores, and has moved from flat to three-dimensional, moving from static to dynamic. Activities in front of shops attract the passers-by. For example, many fast food restaurants in the United States, in order to emphasize the personality of the shop, set up large figures or animal statues at the entrance, accompanied by relaxed and pleasant advertising music, and are loved by customers. T tea and seaweed in Japan's kawagawa district are the same. In the store, a doll with a height of about one meter is exactly the same as the owner of the shop. It adds a comic style of exaggeration. It greets the passer-by in a friendly way in front of the shop every day. The effect is quite good.

　　 3, window display

The window is the "eye" of the exclusive store. Whether the face of the shop is charming or not, this "eye" plays a decisive role. Window display is an expression of art and an important way to attract customers. In the commercial streets of any commercial city, there are countless people watching and appreciating in front of the window. They are crowded and talking, as if they are enjoying a famous painting. Enjoying the shop windows in Paris's Champs Elysees is still a very popular tourism item.

Therefore, the exclusive shop can not have no windows, and can not despise the display and display of windows. Facts have proved that it is foolish for some stores to rent windows to personal stalls.

There are three principles for designing shop windows. One is to attract customers with ingenious design, avoid flatness, and strive for dynamic and cultural art. Two, customers can feel friendly and natural through some scenes of life, and then resonate. Three, we try to impress customers with ingenious display of our shop windows, so that customers can never forget and print their minds.

Of course, storefront design is a systematic project, including the design of shop signs, signboards, windows, awning, gates, lighting, materials and colors of the walls, and many other aspects. All aspects need to be coordinated and planned together to achieve the overall style.

　　 (two) layout of storefront

The main purpose of storefront layout is to highlight the characteristics of goods, make customers purchase desire, and facilitate them to choose and buy. The design of the exclusive store is very particular. It needs simple and clear lines and is not conventional.

When decorating a store, there are many factors to consider, such as the size of the space, the number of categories, the style and function of the goods, the arrangement and brightness of the lights, the width of the passageway, the location and scale of the cash register, the installation of electric wires, and the government's regulations on construction.

In addition, the layout of storefront is best left with room for adjustment according to seasonal changes, so that customers will constantly produce fresh and novelty feelings, and stimulate their desire to continue to consume. Generally speaking, the pattern of exclusive stores can only last 3 months, and monthly changes have become one of the promotional means of many franchised stores.

　　 1. Spatial layout

The spatial pattern of monopoly stores is complex and diverse, and each operator can choose and design according to their actual needs. Generally, we should first determine the general planning, such as the proportion of the salesperson's space, the customer's space and the commodity space, and then divide the area, then make a change to display the goods in detail.

(1) three spaces in a store. There are many kinds of stores, and there are many different spatial patterns. It seems difficult to find regular spatial segmentation. In fact, it is just the result of the combination of three spatial combinations. It is like a kaleidoscope, though it is changeable, but it is just the result of the movement of several pieces of colored paper. Therefore, the three space is closely related to the spatial pattern of exclusive stores.

Commodity space: the location of commodity display, including box type, platform type, rack type and so on.

Clerk space: refers to the place where the clerk receives customers and works in the relevant work. There are two situations: one is confusion with customer space, the other is separation from customer space.

Customer space: a place where customers visit, choose and buy goods. According to the different commodities, they can be divided into three forms, namely, store, store and internal and external integration.

(2) four forms of store spatial pattern. According to the quantity, type and sales mode of the goods, three spaces can be organically combined to form four forms of the spatial pattern of the exclusive store.

The contact shop: the commercial space is adjacent to the street, customers buy goods on the street, the shop assistants are in the shop, and customers are separated from the shop staff through the commercial space.

Closed shop: merchandise space, customer space and shop space are all in the store, and the commercial space separates the customer space from the clerk space.

Closed, round trip shops: three spaces are in the shop, customers can freely and roaming the choice of goods, in fact, open shelves sales. This type can have a certain store space, or there is no specific shop space.

Contact, closed, round trip shops: in closed, round trip shops add contact type of commercial space, that is, customers have two kinds of space inside and outside the store. This type also includes two forms: clerk space and no shop space. Next, we make a detailed analysis and study of various forms.

(1) a narrow contact shop for shop assistants. This type of spatial pattern is a traditional form of shops. There is no room for customers to move. Customers touch and choose and buy goods on the roadside. {page_break}

It has three main characteristics: one is the narrow space of the shop assistants; the other is the customer activity area outside the shop; the three is the commercial space in the shop floor. Two

This type requires a unique service form for the shop assistants. If a salesperson stays in front of the counter, he will alienate the customers, and too much enthusiasm will give customers a sense of forced marketing. To pretend that you don't know your attitude is the secret of success. This pattern is suitable for the management of low grade goods, convenience goods and daily necessities stores. Its business scale is small, with characteristics of early stores.

(2) shop assistants have wide space and contact stores. This spatial pattern is also to place customers outside the shop, and the clerk contacts the customer through the counter. The difference between the narrow contact type and the salesperson space is that the activity space of the shop assistant is large. Its characteristics are: the activity space of the shop assistants is wide, the customers are outside the store, and the goods are placed in the store.

Because the contact type stores display goods on the passageway for pedestrians, most of the shop operators are narrow in space, but there are also some wider ones, which are suitable for sales of goods or small gifts that are not time consuming, carefully chosen and portable.

This form enables the shop assistant to keep the distance from the merchandise, and the customers are free and free when choosing goods. There is no oppression and vigilance. Shop assistants should not stand in front of the counter, but should use a wide space to do all kinds of work. This will bring vitality to the shops and attract customers to buy.

(3) a closed shop with narrow space. In this type of store, customers can see goods only when they enter the store. The space of the shop assistants is narrow. Most of them are located in the prosperous area, with more customers, and the occupants occupy the lowest level.

This pattern is generally suitable for the management of goods such as valuables and gifts, and some stores such as biscuits, candy, tea and so on.

In closed stores, the behavior of the shop assistants plays an important role in buying or not. A closed shop in a narrow space, every salesperson's unusual activities, such as clerks standing in front of the counter, will make customers lose interest in buying. For example, the salesperson can display goods, wipe the windows and statistics, which can attract attention and ease the rigid atmosphere in the shop.

(4) a closed shop with wide space. This type of store is customers, shop assistants, merchandise space are in the room, the activity space of the clerk is broader, and the customer activity space is also very abundant. The most common is the shop facing the road, which is very suitable for selling expensive gifts and high quality goods. It is very clear outside the shop that customers who have no desire to purchase seldom enter. The wide customer space allows people to freely visit and purchase. The overall layout of the store gives the impression that visitors are welcome, even if they do not buy them. Such stores strive to create a strong atmosphere of shops, and improve customers' purchasing mood by the environment.

(5) a closed, round trip shop with shop assistants. The characteristic of closed and round trip shops is that stores do not display goods, and customers enter the shops as if they roam in the world of commodities.

A closed, round trip shop with shop staff space is restricted to a certain range of counters. They usually do not enter the space of customers. Only when customers choose the merchandise to be taken to the cashier, will the clerk take the initiative to serve. Customers can choose to shop, visit or even read magazines in the shop without disturbing. Stores in this form have food stores, grocery stores, and stores that sell intimate products such as records, fashion clothes, and so on.

The most distinctive feature of this pattern is to send a message to the customer that the salesperson does not sell the goods to customers. This pattern often sells ordinary goods, and customers have the ability to choose. The shop assistants should not be too enthusiastic, nor can they gaze at customers with hunting eyes.

(6) a closed, round trip shop without shop space. Shops of this type put up high goods in front of the shop.

Customers who do not know the store will not enter easily. The activity space of the shop assistant is not distinguished from the customer activity space. It is designed for the sale of high quality products. This commodity pattern itself has carried on the strict filtration and the selection to the customer. At the same time, such stores are expensive, and customers are more careful and careful when they buy them. They often need to be explained by customers and serve as consultants to customers. Shop assistants should not only collect money, but should be among customers. Sales behavior should be relaxed and natural. Store position must not be fixed in the center of the store waiting for customers to greet.

(7) there are stores, contacts, closed and round trips shops. There are many shop assistants in shops and shops. Store display products can attract customers and give people the ordinary feeling; store display goods, take a tour layout, customers can choose freely when they enter the store.

The store layout with contacts, closed and round trips is usually applicable to stores that sell large quantities of goods and have low prices, such as selling pictures and some popular products. Customers do not have to ask the shop assistants frequently. They are judged and selected by themselves. The salesperson is only in the cash register, and does not interfere with the customer's purchase behavior. This pattern generally requires spacious and well displayed goods.

Shop assistants of this type can specialize in cashier work, and do not greet them even if they enter the space of customers. However, when the shop is empty, it will give people a feeling of depression, and it is very difficult for guests to come. At this point, the clerk should go to the customer's space and be busy to arouse the attention of the crowd.

(8) there is no store space for the contact, closed and round trip shops. Although this type of shop displays is not the most high-end commodity, it often requires salesmen to explain, explain and provide advice to customers. Generally suitable for ordinary fashion shops, such as leather shoes shop, leather bag shop, etc. Most of them are based on popular prices, with a wide variety of products, giving people a popular impression.

Closed and round shops are very similar to the structures of contact, closed and ring shops, but the atmosphere of stores is quite different. The former is a high-level aristocratic shop, the latter is a popular mass store, so there are great differences in the behavior and service mode of the shop assistants.

For shops that have no contact with, close or round shop without salesperson space, shop assistants should not be crowded at the entrance, giving people the sense of gatekeeping. When customers choose goods, they should not stand by and look at them, but pretend to be unaware that they will appear in front of them when customers have problems.