Display &Nbsp; Win The End Of The Weapon.

Display is the visual experience part of experience service, and is becoming the marketing link that brand attaches great importance to.

In China, brand has begun to pay attention to the function of display, but it is a matter of nearly 10 years. After entering the 2000, more and more enterprises began to realize that terminal display is of great help to brand communication and sales performance improvement. Therefore, the brand not only stays in the original store location, but also begins to pay great attention to decoration design, product display, window display and so on. Placing the display and visual merchandising in the important position of the marketing elements of enterprises is a great step in winning the road on the terminal.

　　 display And foreign brands

In 1885, a British tailor named Voss hung his design works in the fashion shop. He not only attracted the nobility of the nobility, but also ushered in a large number of foreign businessmen's orders. This may be one of the earliest and successful display cases that can be traced back to.

So far, as an integral part of China's garment industry, display has developed over 100 years in developed countries in Europe and the United States. In the course of more than 100 years of development, various countries have gradually formed the "label" of unique display style with a unique sense of identity: the American style is more open and bright, the English style is more rigorous than traditional, and the Italian style is noble and concise.

In Asia, Japan and Korea were the first to develop better. The style of Japanese clothing display combines all kinds of characteristics, highlighting the delicate taste of clothing. South Korea is also one of its own, focusing on the variety and variety of different single products.

In fact, in the long history of the development of clothing display, many celebrities are also active. The most famous of them is Giorgio Armani, the world-famous fashion Godfather. His first job in the field of clothing is to display windows for La Rinascente, a famous department store in Italy. It is precisely because Giorgio Armani came from Chen Li Shi, so he has a more profound understanding of the clothing in the store: "we need to create an exciting and unexpected experience for our customers, and at the same time maintain a clear and consistent identification on the whole. Every part of the shop is expressing my aesthetic ideas. I hope to show my design in a space and atmosphere and provide a deep experience for the customers.

Especially the fast fashion brands abroad are not only the beneficiaries of terminal display, but also the active promoters. For example, ZARA and UNIQLO, in addition to maintaining new products to stores every week, basically no advertising, fashion show, their fashion is reflected in the shop display system, the demand for clothing division Chen is very large.

ZARA has a unique view of Chen Li: "although each series commodity The quantity is limited, but by renewing the stock two times a week, the store's rotation is still refreshing everyday. This is the good result of making the exhibition plan ahead of schedule. Customers can't help but look around in the shop. They feel that the store always seems to be updating. "

For some luxury brands, the requirements for display are almost harsh. It is not only divided into indoor display and outdoor display, but even the garbage in the window, Chen Li Li is responsible for special garbage cleaners, not just calling two dustmen. Let alone lighting, props and clothing collocation, even the location of the price tag on clothing is very particular.

As a display in Europe and America for 100 years, where is the gap between the display and domestic brands? For this reason, we interviewed Zhou Tong, a famous exhibition expert. He thought: "domestic display in three aspects can not be compared with foreign countries. First of all, budget input. Many fashion brands abroad will invest more than 20 thousand of their windows every quarter. Take Diesel as an example, Diesel will change its windows every month, and the cost of each window will be over ten thousand. In a year, the investment will be very large, which can not be compared with the cost of domestic display. The difference in input results in the limitation of the quality of visual promotion and the space to play.

The second is the difference between the quality of the industry talents. European countries and the United States and other more developed countries, design institutes have visual communication professionals. In the professional design, product design and marketing will be combined, and there will be training of visual communication talents, which will be relatively early in the supply, storage and development of talents. In the 80s of last century, designers in the western fashion market were quite mature, and there was room and protection for employment and treatment. market There is no display yet, so we are relatively backward in displaying talent and technical factors, and belong to a rising star.

The third is business philosophy. The high fashion industry has developed from aristocratic culture based on advanced customization in France, Italy and the United Kingdom. They pay more attention to brand culture and personality when making brand, so most of the luxury brands are concentrated in Europe. Our clothing brand development is relatively late, our brand operators pay more attention to business profitability as the most important goal, so there is a lack of cultural details in the business philosophy. These three points lead to a big gap between our exhibition and foreign counterparts. " {page_break}

Domestic brands are becoming more and more important to display.

Compared with foreign countries, the history of display in China is still very short. However, the recognition and attention of domestic brands and stores to the display has been developing rapidly. Because the influence of display on clothing brand terminals is becoming more and more prominent. Brand enterprises and stores have realized the importance of display in brand culture, sales performance and many other aspects.

Danny Miller, a shopping researcher in England, once said in his book "shopping theory" that the Shopping Kingdom will no longer buy and sell, frighten people away, but provide spectacular and artistic atmosphere to make every commodity meaningful, and every customer finds life here.

Take the front Armani as an example, it can be said that Armani's clothing is sold in a specific brand culture environment, such as the specific environment of Armani stores, the specific lighting, the way of clothing display, and the service of salesmen. It is not hard to imagine that if Armani's clothes are sold in a disorderly low-end market, they will not be able to sell the present price anyway.

Zhou Tong divides the domestic clothing brands into three levels, large enterprises, medium-sized enterprises and small enterprises. He said that most of China's large and medium-sized garment enterprises have clearly designed display departments and posts, and small garment enterprises have not yet set up their display work. This process from scratch shows that 10 years after 2000, the display development is very fast. From the very beginning, only a few foreign funded and joint venture garment enterprises have set up such posts. Today, the departments and positions that are commonly set up in the clothing enterprises are obvious progress and improvement. This also shows that enterprises attach importance to retail technology, because display is ultimately to improve sales performance.

In China, the white collar is an early recognition of the importance of display and good practice.

"A brand, its life attitude, its story, its emotional feelings, can be reflected in the display." Miao Hongbing, chairman of Beijing white collar fashion limited company, paid much attention to the display.

The attention paid by white-collar workers to display can be traced back to more than 10 years ago, from the initial exhibition work to the commodity planning department, and later to set up a special display department, which reflects the white collar's foresight for display. Nowadays, white-collar workers have long been the leading brands of space and display in domestic stores.

To some extent, the success of white-collar workers benefits from the aesthetics of store space design and display of goods. Many people think of white-collar workers, the first thing they think of is their unique visual impact.

Display can not only make the brand image popular among the people, but also bring unexpected sales results. Some people even say that an excellent teacher can stimulate store sales to rise by 30% or more.

"If the display is well done, the consumer may have wanted to buy a pair of trousers, but now he will consider buying a complete set of clothing displayed, which is the charm of display." This statement expresses the recognition of many enterprises' leaders in displaying the magical effects of terminal sales.

Especially in the increasingly serious homogenization of clothing products, the unique terminal display has become a silent sales promoter. More and more enterprises are beginning to realize that the outstanding performance of terminal display brings benefits to brand communication and sales performance.

From a more realistic point of view, some enterprises believe that if the display is well done and the image is well adjusted, it will not only enhance customer awareness and identity, but the most important thing is to weaken customer's concern about price.

Wu Bangdong, President of Chuang Ji Group Limited, has said that from the perspective of market competition, the higher the brand goes, the more important the display will be. {page_break}

Logical relationship between display and sale

Speaking of the relationship between display and sale, Zhou Tong said: "display and sale are directly causal." This is also the reason why a company will pay attention to display when it develops to regularization, scale and meticulous operation, because the scientific, reasonable and perfect display will surely have great support for sales performance.

Zhou Tong said that if we want the display to have a good impact on sales, we should make the display scientific and perfect, otherwise it will produce a barrel effect. At present, some two brands of clothing brands in China are unscientific. The first one is to attach importance to window design and ignore the display of goods in the store, resulting in a disconnect between the window and the merchandise sales plan. In the meantime, the store manager and the shop assistant are required to make good contacts and coordinate the peace balance. The second one is to attach importance to the display of goods in the store, mainly to adjust the display band of the merchandise sales plan, which will make the display flexibly match the sales plan and play the sales function of the sales space, but it can not effectively enhance the image of the store and improve the rate of entering the shop. Therefore, only by taking the store as a whole and carrying out a complete visual merchandising management plan from both far and near, can we maximize the sales performance of the store.

Zhu Jianzhao, a senior Chen Li Shi, believes that display plays a very direct role in attracting consumers' attention and increasing the rate of entering shops. What is extended is the promotion of sales and the transmission of brand image. But the value displayed in sales is difficult to quantify by a quantitative index. Sales performance must be the embodiment of brand comprehensive ability, but display undoubtedly has great support for sales.

When it comes to the role of display in sales, Liu Na, director of visual display at Saussurea cashmere, said: "there is a saying in the clothing industry that people who get the terminal get the world". In recent years, more and more salesmen have realized that the way to win the terminal is not just sales skills and expansion channels, but terminal display often determines your entry rate, transaction rate and potential customers. In the era of severe commodity similarity, display is like a silent salesperson of the terminal, or even a brand communicator. It helps to develop potential customers, disseminates the information of the company, conveys the design concept of the brand, displays new products, reduces inventory and promotes sales. "

Deng Yanfang, director of fashion supervision, said: "good products can enhance the quality of products, brand image, and enhance customer's desire to buy. And good display starts from space planning, to each cabinet commodity combination, display method, and then to each clothing matching effect is related. Such a program can enhance the customer's entry rate, stay in the store, try to wear and desire to buy goods, and has a very direct promotion effect on sales.

Deng Yanfang also talked about the display of the three major styles of merchandise (fashion business, holiday leisure, fashion front). Each style of clothing has an independent display area. In each style area, the combination display method of different categories of clothing is also applied, namely, the matching of T-shirts, shirts, trousers, shoes and bags with the same style in each style area. This display method enables customers to see the popular collocation method of each garment, and enables customers of different dress styles to find the full set of costumes and accessories they need in the same area. That is to facilitate customers to purchase, provide customers with the trend information, and also can quickly enhance the sales rate of the company.

Every time, when the inspector in the shop inspecting shop, he trained the display skills of the store staff, and guided the scene to adjust the display. After adjustment, sales to stores will be directly promoted.

This year, the Chuansha Carrefour shop in Shanghai has adopted the latest fourth generation terminal image decoration style. According to the decoration style, the display pattern and style have been adjusted to enhance the display effect, and the sales performance has been greatly improved after being reinstalled. According to the comparative analysis of the same period, the increase has reached over 30%. According to the analysis of the store manager, the display enhancement has played a great role.

Display becomes a window to mold brand culture

China's display tends to pay more attention to sales, but the function of brand culture transmission is relatively weak.

Effective and successful display of brand merchandise is the most direct brand advertisement and image culture that consumers are faced with. It has a realistic meaning and value connotation for the brand. With the growing maturity of the Chinese apparel industry, the clothing companies have begun to promote various brands, and more brands have begun to put their sights on the shops that directly reflect the brand image. Therefore, the display of goods in the shop has become more and more important in promoting brand culture and brand image.

Today's clothing display is both an advertisement and a scenery. The display designer tries every possible way to display the best part of the product in the store as far as possible by arranging and displaying it. People who pass by, even if they don't buy anything, can see the fashion trend and dressing match of the next season more or less. So many brands will display the culture and style of the brand to consumers through the display window.

In fact, terminal display also plays a media role in the spread of brand culture.

Zhou Tong believes that from the aspect of brand culture communication, terminal display should be considered as a new media for brand promotion. It can propagate all valuable information of the brand's image, culture and brand vividly at the terminal. For the management of terminal display, media management should be adopted as a carrier of brand external publicity, making full use of this carrier, so that terminals can be displayed as effective media channels for brand promotion. Like the concept of NICK, "JUST DO IT" constantly sees the same information on TV, magazines or the Internet. At the same time, it displays the information from the display at the terminal display. This is the effective expression of consistent information in every link. This brand enables consumers to have a more accurate and profound understanding of the culture and image that the brand will display. This way of integrated communication has been used in foreign clothing brands, and terminal display has been incorporated into a part of the overall marketing.

As for the creativity of Chinese clothing, Zhou Tong believes that there is still a great gap compared with foreign countries, but he thinks this is the reason for the order of things. When a thing is done by others, the person behind it will learn from the experience and development track of his predecessors. As a result, China's fashion display will be built on the basis of industry talents who catch up with and surpass the fast developing western countries, so that there will be breakthroughs and innovations.

In the display of creativity and service brand issues, Zhu Jianzhao believes that display is the expression of brand culture, and is the publicity channel of brand culture. The display must be consistent with the brand culture. The originality that deviates from the brand image and culture should not be allowed in the display, because display is a service work rather than an artistic creation. Artistic creation can only occupy 30% of the total display, and the remaining 70% are based on the concept of sales and brand image transmission.

Compared with foreign developed clothing display, although China's display is still in its infancy, many domestic brands now pay great attention to the role of display in the display of brand image. Liu Na, director of visual display at Saussurea cashmere, talks about the shaping role of snow lotus cashmere in the display of brand culture. As a brand of "China Time-honored Brand", we pursue simple and elegant style in display style. Our principle of display is that the display principle is based on product stories and series. On the display and implementation of dealers, we have adopted the support of display training and display manuals, as well as a relatively perfect display system. Due to the particularity and seasonality of the products. In the exhibition, we should not only consider the series and color of the products, but also consider the type and organization structure of the products. Due to the value of cashmere itself, care should also be taken in the wearing and maintenance of clothing. "

Mr. Chen is still in short supply.

In the past, the title of "Chen Li Shi" was mentioned. Many people, including some clothing practitioners, may be at a loss. Unfortunately, they had to be popularly interpreted as "the clothes makers"; but gradually, the situation changed. Especially in recent years, Chen Li's profession has become a hot occupation in China, and excellent chessmen are in short supply and have entered the era of the seller's market.

Among the newly released list of fashion professionals, window designers, display designers, and display designers, with their professional design skills and comprehensive professional qualifications, have become the most promising and valuable fashion careers. {page_break}

Display design is a new industry in China, and it requires higher comprehensive ability of employees. Not only in the face of complex and changeable sales environment, we should make appropriate and flexible display and adjustment according to the factors such as the time to market, promotional activities and seasonal transformation of new products, as well as the business sense of adapting to the changing market. In addition, personal aesthetics, marketing, psychology, visual arts and other disciplines of culture is also particularly important. An excellent teacher, while creating visual enjoyment, is also conveying an enterprise's brand culture and new fashion trends, and at the same time, promoting customer's visual consumption intention.

At present, the training of specialized talents in Chen Li Shi is still in its infancy, and is relatively lagging behind. In particular, the professional system of clothing display management in China is still "very few", and more Chen Li is "halfway through".

Analysts believe that Chen Li Shi has distinctive artistic temperament different from other commercial talents in the enterprise. Chen Li will gain more and more attention in China. Facing the huge market demand, he will become a scarce talent favored by businessmen.

Huang Zhihua, general manager of Shenzhen Liangzi Fashion Industrial Co., Ltd. once said that enterprises are willing to train display talents. Display is very important and will help greatly in sales. It is necessary to train such talents.

In the company's strong desire for display talents, Chen's value is rising. According to incomplete statistics, the annual salary of display designers who graduated from professional colleges can reach tens of thousands to one hundred thousand, while experienced teachers pay more.

"My salary in the 10 years has increased 100 times, which shows that the industry is improving and there is no limit to future opportunities." Ma Lin, the director of MAX STUDIO display and KAPPA display director, is a good example of the optimistic career prospects of the domestic division.

Zhu Jianzhao believes that China's display has gone through a process from scratch. From scratch, it means that from the lack of professional display to conscious changes in professional display awareness, China's clothing brands now have professional display needs. Of course, there is still a gap between the professional level and visual field of Chen Li Chen in China. Compared with the mature Chen Chen in the west, there is still a big gap between them. However, because of the great demand of the fashion masters, many of them are not working professionally, but are attracted by the superficial beauty and not sinking, which is unfavorable to the display and development of the personal and clothing industry. If Chen Li is always in the process of job hopping and considering job hopping, China's clothing display will remain in a state of impetuosity.

Extended reading

Ten major display skills of clothing

1. Thematic display

Set up a theme display method for clothing display. Themes should be constantly adapted to meet seasonal or special needs. It can make the store create a unique atmosphere, attract customers' attention, and then play a promotional role.

2, the overall display

The entire product will be displayed to the customers, for example, the entire dress as a whole, with human body models to be displayed from head to toe. The overall display form can provide customers with overall vision and facilitate customers' purchase.

3, orderly display

According to the size of the shelf, determine the value of the length, width and height of the commodity, arrange the goods neatly, highlight the sense of the quantity of the goods, and give customers a kind of stimulation. The goods displayed on the regular display are usually goods that the store wants to sell to customers in large quantities, or because of seasonal factors, customers purchase large quantities and purchase high frequency commodities.

4. Random display

It is the method of random accumulation of commodities. It is mainly applied to display special goods, it is to give customers a kind of "special sale is cheap goods" impression. The display devices used in random display are generally circular or four angle netted baskets, and they also contain prompts for special sales.

5. Disc display

In fact, it is a change in neat display. It is also a sense of quantity of goods. Generally, it is stacked in a single style and arranged in order. The bottom of the carton with merchandise is cut into a tray and left behind, and then stacked up in a tray. This can speed up the speed of clothing display, and to a certain extent, prompt customers to buy in bulk.

6, positioning display

It means that certain commodities are not changed after they have been identified. Products that need to be displayed are usually famous brand names. Customers purchase these goods with high frequency and large purchase quantities, so they need to be displayed in a fixed position to facilitate customers, especially the old customers.

7. Correlation display

It refers to the display of different kinds of complementary clothing. With the complementarity of commodities, customers can also buy the next item when they buy a product. It can diversify the overall display of stores and increase the probability of customers buying goods. Its application principle is that commodities must be complementing, breaking the distinction between commodities and expressing the actual needs of consumers.

8, comparative display

The same commodities are classified according to different specifications and quantities, and then displayed together. Its purpose is to stimulate the desire to purchase by making use of the price differences between different specifications of packaged goods, so as to make it buy decisions because of low price.

9. Classified display

A display method based on the quality, performance, characteristics and objects of the product to display to customers. It can facilitate customers to compare and choose between different colors, quality and price.

10, island display

There is no central display rack at the entrance, middle or bottom of the shop, and a special display booth is provided. It enables customers to view the merchandise displayed in four directions. There are many kinds of equipment on island display, usually with platforms or large net goods baskets. Island display equipment can not be too high, too high, it will affect the entire shop's space vision, but also affect the customers from four directions on island display merchandise perspective.