Clothing Brand Frequency "Change Face", "Visual Marketing" Test To Enhance

Men's wear

Push the new image of the ninth generation, the new image of the eighth generation by Marchini, the new image of the fifth generation, the new image of the fifth generation.

With the frequent changes of clothing brands, it can be seen that today's apparel industry has not only competed with products and brands.

The "winning of the terminal" has been revival, but the concern is no longer just "enclosure". What is the "fruit" on the territory of the circle is worth pondering.

Among them, visual merchandising has been introduced and studied.

However, although the space design is constantly changing, the display frequency is increased and the display is getting more and more attention. However, due to the shortage of talents and the drawbacks of the dealer system, the advent of the real visual merchandising is still long.

Status quo: visual merchandising wins consumers' hearts

Nowadays, the replacement frequency of clothing enterprises has changed from three or four years to two years. "Even some brands will push a new image in one year, which requires a new image in three years."

Zhang Juhong, director of marketing, said.

At present, the main component of the store is window shopping, which has been changed for a whole season. Some of them even change for two months. The display in the shop is also constantly adjusting with the upper cargo band.

The reason why store image is becoming more and more important is that the days of selling sales by advertising have gone farther and farther, and the homogenization of products is still not well solved.

As a result, enterprises are beginning to realize that a unique and attractive store can increase the rate of entry, and a reasonable and attractive display can increase the turnover rate.

A good store image is a silent language expression, and it is a process of enlightenment.

It can not only drive sales, but also make consumers "sticky".

Because through the image of stores and even the taste and feeling of stores, consumers can deeply perceive the culture of a brand, and when consumers like a brand, sales are only a matter of effort.

Liu Hong, director of the brand, said.

It is precisely because the consumer's experience of brand starts from terminal stores, so visual merchandising has become an important topic.

The purpose of visual marketing is to enhance brand reputation by means of visual signs such as doormarks, windows and so on.

"Visual merchandising is playing an increasingly important role in the apparel industry. Visual merchandising is very important whether it is to assist and guide businesses in product display and display, or to promote the trend of the season."

Chen Shengfa, a visiting professor at University of Hong Kong, pointed out that "at present, some domestic garment enterprises are also beginning to realize that the development of brands can not be achieved only by large-scale competition. If the best products fail to show the best selling points, even if they have more terminal channels, they won't win the hearts of consumers, which is the way of visual merchandising".

Constraints: design and talent are short boards.

Although visual merchandising is attracting much attention, the reality is that many people will feel that taking away all the brand LOGO in the store, they will no longer know who is the shop.

This is a problem that many brands do not want to face up to, but it does exist.

Just as clothing brands are plagued by homogenization of products, clothing brands are also facing the problem of homogenization of stores.

Take the door of the store as an example, in recent years, many men's clothing brands are mainly black doorways, and are the material of the plastic steel, the only difference is only the brand LOGO.

One is the problem of design, the other is the issue of execution.

Some enterprises attach great importance to visual merchandising, and pay great attention to the design masters of Korea, Japan, the United States and France.

"But the cooperation between foreign designers and Quanzhou enterprises is often confined to the" design "aspect. They simply leave the effect map or design plan of the terminal store to the enterprise, and can not carry out the plan to the end.

Chen Shengfa said.

In addition, visual merchandising not only includes fixed parts such as space design, but also includes frequently displayed parts such as display of goods, display of windows, design of magnet points in stores, etc.

Therefore, whether dealers have the consciousness and ability to cooperate with enterprises to enhance the visual field of stores is also a big problem for brand enterprises.

In fact, Quanzhou garment enterprises are somewhat deficient in this link.

Most of the terminals of Quanzhou garment enterprises are in the hands of distributors. Because of the large cost of changing the image of the terminal, dealers are not entirely willing to cooperate with the clothing store's replacement plan.

In addition, thousands of stores and thousands of stores also make it difficult for brand enterprises to guide distributors one by one while changing windows.

Moreover, dealers or lack of relevant consciousness or lack of professional ability often fail to implement the unified theme of the brand, so let alone create an atmosphere of the store through display.

Of course, these problems are still talents in the final analysis.

"China's textile and clothing brand enterprises are still at the basic stage in the construction of visual merchandising system, and the specialized display and design talents are relatively scarce, and experienced high-level visual management talents are few.

Even if the enterprises are willing to invest and cultivate, they often have no aim.

Chang Qing, President of Pan American group in Shenzhen, said that a person who really understands visual merchandising needs professional qualities such as aesthetics, structure, engineering and so on. Due to the shortage of talents, talent is often dug to dig, making it difficult for enterprises to have a stable team.

Recommendation:

Building a professional team

In view of store vision system from design planning to execution, Wu Qihua, general manager of Quanzhou superior product space planning and Design Co., Ltd. believes that building a team is the fundamental solution.

To this end, a few days ago, Quanzhou superior products and Shenzhen Pan American group reached a strategic cooperation, the intention is to build a learning platform to help enterprises build a team.

"From space to basic display, atmosphere modeling and window display, we hope to build an industrial chain to help enterprises create" shop manager trainers ", and train managers to train shop managers for each store.

Wu Qihua said.

With its own talent team, at present, AI dendu is also preparing to build its own fashion business school. It will form a school enterprise cooperation with the relevant majors of Xiamen University and Zhejiang University, and solve the problem of talent structure through the bundling of talents.

As for the training of talent team, Qipai has also done a series of work.

In March this year, the Qipai retail training department organized the spring and summer training seminar in 2011. About seven participants from all parts of the country and agents participated in the training meeting in 2011.

In the training sessions, the seven card retail training department and display division teacher trained students in the form of theoretical training, shop practice and professional training skills training.

The theoretical courses include "basic display, eight generation image appreciation", "model matching and window production", "spring and summer products knowledge in 2011", "store standardization operation management" and so on. Practical training courses include "high cabinet display", "model collocation", "scene production" and so on. The display teacher will group students in window and wardrobe training, and review and guide students' display works from the aspects of color matching, display skills, composition principles and patterns.

For the dealer level, Wu Qihua suggests that enterprises can pass the reward mechanism. "For example, we can encourage dealers to design their own windows independently, so that they can send the designed windows to headquarters, headquarters for comparison, and the first twenty will give free shelves and props next season, which will be very attractive to dealers."

Wu Qihua also suggested that enterprises can train the dealers on the importance of visual merchandising when they open the national order meeting.

Companies such as the seven wolves and the odd ones are also deepening the visual merchandising in detail.

Among them, "seven wolves invited to the famous design consultant group in South Korea, and experienced by Korean professional designers, and put seven wolves brand culture into every link of sales terminals."

Seven wolves deputy general Wu Xingqun introduced.

And we have updated the website and internal magazine comprehensively. "Our new website and new magazine highlight product pictures, weaken the introduction and news of the enterprises, and attack the consumers' eyeballs with very strong model diagrams or commodity combinations, which makes it easier for the consumers to remember you."

Wang Weiwei, media director of the regional brand center, believes that visual merchandising has not only covered store terminals, but also websites, internal magazines, etc. are also the visual marketing channels for enterprises to present brand culture.