Showing The Connotation Of Brand And How To Produce Benefits -- Clothing Retailing Industry: To Stir Up Shopping Desire

Visual merchandising attracts eyeballs, interests and desires.

From the perspective of consumers' purchasing preferences and habits, more and more consumers are making purchase decisions after seeing goods.

According to a copy

Store marketing regards stores as the most extreme marketing tools, including doorways.

Studies have shown that among these factors, visual factors account for 83%, while auditory factors in second are 11%.

If we make a simple multiplication of the two sets of figures above, we will find that more than 70% of the customers purchase products because of their eyes.

The importance of visual marketing is self-evident.

"I sincerely hope that this marketing mode of visual merchandising can really play a role in improving the sales performance of stores, so that the marketing mode of terminals can be more abundant and mature."

Han Yang said.

The teacher, who teaches at Wenzhou University and Dalian light industry university, has served as vice president of Gao Bang, vice general manager of clothing and accessories of Shanshan, Beijing Xidan shopping mall display design senior consultant and AOKANG visual marketing consultant.

In his view, visual merchandising is not a new weapon, but a forgotten weapon.

As an intuitive means of marketing, it has been quietly in the rear corner of each terminal.

For consumers, visual merchandising attracts eyeballs, which is a shopping desire.

In 1980s, Europe, the United States and Japan successively appeared the division of commodities, and quickly developed into a new occupation. Not only did it start earlier, but also mature and had a strict system.

ZARA, for example, has little advertising input. It relies more on its geographical location to attract customers to the shops, the rapid replacement of clothing styles, the superior geographical location, the characteristic window design and the unique store display, which makes ZARA very attractive.

Through the use of a large number of visual design to create a brand shop atmosphere, and through such a form of pmission to consumers, the use of display design to highlight the brand visual image.

In London, the high-end fashion blocks, Bond Street and Sloan square are simply the shrine of visual merchandising, which is packed with almost all international first-line brands. The window design of high grade department store Harvey Nichols can be regarded as the most creative art. In order to maintain a new face, we often invite some new art designers to design windows.

China's visual marketing started late. "In 2000, when we launched the concept of visual merchandising in China, we often met with skeptical eyes."

Han Yang said.

"At present, the two enterprises in the forefront of women's clothing sales in China pay more attention to the terminal image of stores. They plan meticulously on the layout of the store, or even the material and color of a small floor tile.

The first feeling of a mature brand should be a visual enjoyment with a high aesthetic sense. "The practice is different from that of many domestic garment enterprises," the principal of Shenzhen Pan American vocational training school often said.

I don't know if there are any white-collar workers in the two women's clothing enterprises, but this Beijing women's clothing brand really attaches great importance to visual merchandising. This is evident from the company's unique style in Beijing's blue harbor.

Company chairman Miao Hongbing said.

"White-collar workers in different periods have different business needs to be solved, first of all distribution, and then display," Miao Hongbing said. "If the store is not well displayed and the image is bad, there will be problems in sales performance."

A few years ago, white-collar workers made a classic visual case.

At that time, the Internet was the hottest fashion thing. White-collar workers used fishing lines to make a network.

"Display in the window, impressive, let people look at the past, feel a kind of cutting-edge fashion, this tells your consumers, you are leading the fashion brand."

Miao Hongbing said.

Let consumers see the core value and the most intending expression of the brand. All the layout of the terminal is to highlight the product itself. Han Yang also agrees with this view. "Many businesses like to put a lot of decorations in the store, such as fake flowers, fake grass, vases, etc.

Sometimes these things don't work well, and small accessories will make a difference.

The necessary props are needed, but too many props will grab the product's line of sight. "

In addition to showing the brand connotation, the brand pays more attention to how to generate benefits.

"There's a lot of attention here," he said. "For example, the supermarket's standard shelf is 2.2 meters high, and the line of sight is the best display area.

This area is parallel to people's sight and takes convenience.

Display the main push product in this location is the gold display location; for example, a pair of shoes, all basic functions are available, selling shoes is the feeling, is the social status displayed by shoes.

Therefore, store terminals need to strengthen customer's visual perception to assist sales.

With the continuous improvement of the field of vision and education, the 80 and 90 after fashion consumption is obviously the most important factor to produce benefits.

Han Yang once designed and renovated a jewelry brand of 80 and 90, replacing the original wooden exterior wall into a fashionable and cool purple black wall. The tray of the jewelry was replaced by a beige classical shape to a clean geometric shape.

"The direct result is that customers no longer have to bargain."

Because these consumers are living in a material rich era, almost every day, brands are in close contact with them.

"The era that consumers know how to consume has begun. We need to keep pace with them."

Zhou Chengjian also said.

To this end, the United States not only set up a large R & D team, launched seven thousand or eight thousand products a year, but also organized core designers to go to France, Japan, Hongkong and Korea and other overseas markets to conduct at least two market visits every year, and to participate in various international professional fairs such as France's first visual Expo.

It is said that when ZARA landed in Shanghai, the company also sent special people to study the display details in their store.

Last year, when the company launched its hot MTEE series and works with DreamWorks, it continued to dig deep into the store layout and visual merchandising strategy.

According to the different thematic display, the company stores are divided into different partitions, with different styles in each partition, different colors in each style, and different sizes of colors. This gives more collocation and guidance, so as to find a layout and display style that is more suitable for its own brand, and has a significant effect on store efficiency.

In the first half of last year, the company's direct business achieved 1 billion 321 million of revenue, an increase of 53% over the same period last year.

But in stores, the only way to maximize sales is "marketing".

David Picard, one of the founders of HP, said: "the importance of marketing is far more than just leaving it alone to the marketing department."

For example, "to judge whether a bag is a casual style or a fashionable style, it is very simple: if a customer comes to buy a bag to wear your bag in the United States, then your bag is a casual style; if she wears the same clothes, then your bag is fashionable."

Han Yang said.

Obviously, this puts forward higher requirements for the shopping guide personnel.