Brand Mall Makes New Favorite: Solidified Fashion Show

Yes, this is a fast and forgetful era.

Whether the new series is good or bad? It takes time to think about it. The sales volume is good or bad in the new quarter. The quarter is not over yet. The answer is already on the face of the counter seller. The answer is already at the door.

Even the finicky guests will applaud an excellent window design or static display, and then walk in.

Compared with the fleeting walking show, this fashion show that can be set for one week or even a quarter is obviously more.

Late in the night, at the 7 floor of block B, Hangzhou Tower, the children's Mall, the founder of MTT brand, the design director, the planning manager, and many of the staff of the planning department, all rolled up their sleeves and emptied a counter near the elevator's entrance.,

In this open space, they want to rebuild a "children's paradise".

This is not MTT's new counter.

Green grass, cartoon background, specially designed colored merry go round, if not the next hint, no one will know that this is a static display called "god horse is childhood".

No clothing, no large number of brand prompts, people who saw it just smiled, and then remembered the brand of MTT.

And this night is not the brand of MTT in "creating the city".

Almost all the Hangzhou Tower brands have sent their most elite teams to create windows or static displays.

Because according to the plan, in June 18th, Hangzhou Tower will launch the largest activity in the first half of the year - with a large number of static exhibition as its main body and incarnate a huge show.

Can your own windows be enough to attract attention and increase the rate of customers' attendance? Is the static presentation unique enough? More than one brand is worried.

Compared with the dynamic fashion show in previous years, window show and static display, this solidified fashion show has become the new favorite of Hangzhou shopping malls and brands.

Over there, the the Mixc 2011 spring and summer fashion show, which still plays the leading role, has not been finished for a long time. On this side, Hangzhou Tower has unveiled more than 30 different main windows and static displays.

Huge bird cage, black and white checkerboard, or even thousands of plastic bottles, are the main characters of static exhibition and window.

For more brands, they can stand out in many homogeneous competitions. Apart from having excellent fashion design, they still need to have some secrets to attract attention.

No doubt, many brands have found a way now, especially in the current off-season standard of clothing industry.

The planning department staff in the Mixc can receive calls from various brands during the meeting and dining space.

The content of the phone is that the brand wants to do static display, hoping to give a good location.

In the work record of the planning department, the most golden location in the city, the atrium, is trying to make a static display brand here this autumn.

The brand is ready to show the love at first sight. The mall has set aside the venue to directly let the brand dialogue with the customers, and the customers will pay for this solidified fashion show. The quiet fashion show is full of smoke and smoke.

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Clotting fashions

Windows shopping upgrade at first sight

Huge birds, cages, live sculptures, and even merry go round, big guys move into a less expensive counter.

Windows shopping upgrade at first sight

"The 7 chapter is well recognized. There is a huge tree fork in the window, with children's clothes hanging on it. It's very chic."

"Yi Xi's counter is particularly magical. It only sees a white wall. The white wall is the window. The walkway into the counter is not too spacious enough to squeeze in and see what the sign is."

"I want to bring home the pink horse of Mu Shi. The flowers on the horse's head are very tender, and the latest dress of Mu Shi is a tune. Let's go and try this color dress."

I don't know how many people will be attracted by the static display and window display standing in every corner of the shopping mall. When Guan Jie recently went shopping, he found that the huge shopping malls, like windows shopping before, were no longer enough to control their shopping desires. "Now the windows and static display are so beautiful that they are too Lenovo and they are very interested in buying. Even if they don't buy them sometimes, I will go online to study the brand."

The voice of Guan Qian represents the psychological pformation process of a large number of customers.

At the 3 floor of block C, Hangzhou Tower, the elevator is the RAPA counter.

This is a good location of the counter. According to reason, the brand will put its most explosive clothing in this golden position.

But the windows of the elevator door were not placed in regular models and clothes.

On the contrary, a wooden bicycle that was totally out of tune was placed outside the counter, and several keyboards were used with the bicycle.

The whole window shows a kind of wooden color that makes people feel calm.

But no one questioned: "this is obviously not the style of the clothing counter!" on the contrary, the bicycle quickly attracted the guests at the elevator to the counter.

"Is this bicycle not for sale?" "sorry, this bicycle is not for sale, only for display."

Such a question and answer, often can be heard in the elephant outside the cabinet.

Then, the guests turned to look at the clothes in the cabinet, and then found that the men's clothes of the brand were very good and the price was right, and the four kinds of quiet coloring of black, white, grey and cowboy blue were collocation, the vitality and the feeling of spring and summer, the guests began to know why the combination of bicycles and keyboards in the window, which was obviously the collision between the fast life and the slow life.

The guest later became a loyal customer outside the company. He bought more than 30 pieces of clothes at once and consumed more than ten thousand yuan.

This kind of window business happens more and more now on some designer brand counters.

The display windows on the floors are scattered in the static display of every corner of the building.

So, those huge birds cage, large piece of cotton, and even the living sculpture of behavior art, these big guys have been moved into shopping malls.

Guan Qian said: "in the past, in Shanghai, we saw the Paul Smith window, and the whole green grass and careless people in a small corner of the grass found a little rabbit trying to play ball, which was very cute and cute."

It is this style horse shop window that will quickly capture Guan Qian.

After entering the shop, Guan discovered that the design style of the brand was the same as that of the shop window. The cuff buttons of the little suit were colorful, and the serious windbreaker was decorated with colorful edges.

This highly identifiable recognition of windows and products makes many customers who love windows shopping become potential consumers of brands.

The mall is bigger and bigger, and the brand is much more obscure. But with its personalized windows and static display, many brands are quickly recognized by customers.

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From the mere embellishment of shopping malls to the main body of shopping malls

New dialogue with consumers can stimulate purchase desire.

In mid June, this should be a low season for a department store.

But on the three weekend of from June 17th to 19th, sales of Hangzhou Tower shopping mall reached about 47000000, becoming the best sales weekend in June.

Such sales momentum is really inspiring.

As the largest activity in the first half of the Hangzhou Tower, this time did not follow the carnival dynamic show. Instead, the static display and window show were scattered in every corner of the shopping mall. The director of the Hangzhou Tower planning department said: "the use of this quiet fashion show, through the new dialogue with consumers, can stimulate the desire to buy more."

"You can't sell things directly to customers. They don't like it."

This is the main experience gained by the Mixc planners after large static display in the first half of this year.

The spring and summer fashion show in the Mixc is different from the 2010 autumn and winter fashion season. The 2011 spring and summer fashion season will be presented in a quiet way. There are no dynamic show music and no demonstrable models. Each brand presents the enchanting and charming scene in this way with a static and static way. Each brand displays a charming gesture of personality in a more introverted and thoughtful way.

Not only the atrium, the celebration Avenue, the East Tianhe River, every place has changed into "new clothes", 12 exhibition areas, and 12 international brands, with nearly 100 pieces of spring and summer products, making the Mixc a conference center for spring and summer fashion trends.

Large white bird cage and exotic flower arranging Trojan horse.

In the static display of the Mixc, there is no sales staff and no clothing price. Because more and more companies are trying to break through the boring billboards, making windows and static display into a three-dimensional brand space, releasing the more powerful advertising effect of the consumers.

There is no specific description of colors, fabrics, and styles. Static displays and window shows are more of a way of life. "Consumers will first feel beautiful, willing to take photographs as a background. This is the success of communication, bringing beauty and fashion into everyday life of consumers."

In fact, the director of Hangzhou Tower planning department told reporters that many consumers who had seen static display were asking where the clothing displayed was coming from, whether they could buy it on the spot, etc.

Predictably, with the increase of expenses and costs, this kind of window show and static display method will be adopted by more and more brands.

The Mixc planning department explicitly encourages the brand to do more static display, and the Hangzhou Tower will also use this solidified fashion week at the important nodes in the future, giving people a deeper impression on the quality of clothing.

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Storytelling, storytelling, static exhibition, new artists.

Don't sell clothes directly.

Leaving only a powerful advertising effect with deep memory.

If some companies that focus on static display and window display draw a leadership chart, it is very likely that the person in charge of window display and exhibition will be directly charged by the planning manager, who is directly responsible to the boss.

From this point of view, the importance of brand to window display and static display is self-evident.

In June 18th, in the first half of the year, the activities of "the most beautiful moments" in the first half of the Hangzhou Tower, the brand of the city was heavily settled, and it was also very lively in the children's clothing store on the 7 floor of B block and in the MTT counter.

On the design director, down to the planning department staff are busy.

However, Li Lieqing, the founder of MTT brand, seems to be very confident. "Before the MTT stores in many parts of the country, the window design and static display of each season has given us the best training opportunities, but this time it is just a show of the previous training."

The fact is not as simple as Li Lieqing said.

This MTT's static display has invited Ishikawa, a cutting-edge artist who once designed windows for Hermes.

Ishikawa invited his rocking Trojan horse into the static exhibition of MTT, led by some young designers, rocking the Trojan horse, moving up and down, panda head and red scarf, not only the children looked kindly, but even adults passed by and asked for a group photo.

From the beginning to the end, MTT did not show a dress on the static display, but because of this unique static exhibition, MTT is the most popular shop in the children's market today.

This successful operation is not a whim.

MTT from the beginning of 2006, there was window display.

At that time, window design was a completely new concept.

In addition to the front line, there is a special window design team. Only a small number of designer brands will focus on it. Others will put the season's costume on the model and put it in the window.

Li Lieqing thought the way of display was very rough.

He asked the brand planning manager at that time: "the window must tell stories."

And the story is not static.

Every few months, MTT will set up a window theme based on different seasons to tell a new story.

A few months ago, if you just walked into the MTT counter, you might also see the gentleman's space-time in Britain -- built by old wooden boxes, high European street lamps, and classic grid textures, which make people want to make their children a modest, courteous gentleman.

Early on, you will see a romantic and enchanting purple in the window, and the charm of Provence will start.

Although there are many versions of the story, there is only one thing MTT wants to talk about -- imagination.

"MTT sells designer children's clothing brand, line, structure, graphics, color, all have to be reflected in the display window, people must have high recognition in the numerous children's clothing."

Li Lieqing told reporters.

In addition to being a storytelling place, brands will also work hard in window decoration and static display elements.

They believe that fun can attract attention.

For example, behind the window, there is a strong woodworking team. This season's Wooden bicycles, next season's alphabet wooden stools, all rely on the designer's drawing and carpentry handwork.

Zhang Yi, the image Department of the external terminal, said that the next window would be decorated every few months, and the window would be replaced five to six times a year, and the product would be adjusted every two weeks.

Their common purpose is not to sell clothes, but to give their customers a deep impression of advertising, which is more important than how many clothes they sell.

Reporter's notes

Remember my first job was six years ago, the leader assigned me a task to find out the most characteristic window in Hangzhou city and tell it story. I was the earliest journalist in Hangzhou.

After receiving this task, I am a great enemy, riding a bicycle across the streets of Hangzhou, Wulin Road, Hangzhou Tower, Longxiang, sweating down a circle. The only feeling is that only the big window can be seen. There is a story that all the other brands are silent, and this task has been very difficult for me.

And six years later, when I did this topic again, I felt at ease.

The big screen show is getting more and more sophisticated. The designer's brand is also displayed in the window and static display, and it takes a lot of time, and every shop window has something to say.

Even some roadside feature shops have their own unique ideas.

This is a good sign.

Attracting customers is a permanent topic for brands and shopping malls. Attractive windows are undoubtedly the perfect solution to this problem.

I believe there will be more and more people in Hangzhou shopping malls, on the streets of Hangzhou, and in front of those characteristic windows.