Extension Of Brand Culture: Fastidious Display Of Clothing Windows

　　 Display window It's urban culture. epitome Through street windows in various cities, you will find that this is the forefront of urban fashion. Brand new popular elements, brand new clothing collocation Fashion, designer's season's proudly masterpiece and different scenes that lead the consumer's lifestyle are vividly written in the beautiful window of the city street. As a result, fashionable shop window design is being noticed by more and more stores and consumers.

　　 Brand culture Extension

In the fashionable metropolis of Beijing, the major brands at home and abroad are arranged on the busy commercial streets. The window design is wonderful, luxurious, or bold, or romantic, and conveys different ways of life. "Window design not only conveys fashion messages of products, but many windows themselves are fashionable, showing the city. charm "

In the interview, the reporter found that the main factors that attract customers to enter the shop are brand, shop window, promotion information, shopping guide and friend recommendation, so the window design is not just a few beautiful clothes. Today's window display is both an advertisement and a scenery. The display designer tries every possible way to display the best part of the merchandise as far as possible by arranging and displaying it. Even if people who pass by do not buy anything, they can see the trend of next season and the knack of dress matching, and even understand the culture and style of a brand.

Some domestic clothing brands pay high salaries to hire foreign window designers, hoping to get some unusual results. In fact, window design is not necessarily based on commercial purposes, but also has more choices, such as social concern, seasonal perception and cultural atmosphere. It can be seen that window design is the most direct way for products. Sale And the spread of corporate culture plays a decisive role.

How can we attract consumers' attention in just a few seconds? How can we persuade consumers to shop in silent language? The unchangeable display method can no longer adapt to the development of society. Only innovative design and unique style design can attract travelers in a hurry. {page_break}

　　 Change all the time

Through a year of observation of some brands' windows, the reporter found that there is a big gap between different brands on display. The first is the change of window design. With the changing season of clothing, the windows are changing. Some of the windows are changing very much. Some windows simply change the clothes on the models to the next season. Simply changing the clothes of the models in the window may make the message to the consumers unclear, but sometimes the changes in the windows are too large, which will make the consumers feel that the style of the brand is not uniform. There is a contradiction between change and invariance.

It analyzes the contradiction in the changing window. We think that the change of window should be decided according to the needs of enterprises and the situation of funds. Usually, there are thematic windows on a quarterly basis, and a monthly plan based on quarterly themes can be made. The model costumes should be replaced at least once a week in the window. The changes in the window should be consistent with the company's brand promotion plan, maintaining the unity of brand image, and also considering the sales and inventory of store goods.

When the season changes, the props and theme of the window should be adjusted accordingly. This requires the company to have a detailed annual display plan. Making annual window layout programme At the same time, the continuation story, the unified design elements and the design method can keep the window style consistent.

"The transmission of brand culture and the transmission of brand spirit" is the most fundamental thing in window display design. Some international brands no matter how the theme changes, and how the seasons change, the poster, models, lighting and props display elements in the window always remain unchanged.

Through this consistent style, they convey the brand culture and brand spirit. The message conveyed to consumers will always be clear and clear. Consumers will also know and remember this brand, which has also reached the purpose of window display.

In fact, the gap between domestic brand windows and international big display windows is quite obvious. To narrow this gap, we must start with the transformation of business operation mode of thinking and the increase of visual marketing resources input.

　　 6 key points of window display

We should pay attention to the art and collocation effect of window display. Before doing window display, we should have a good idea of the whole window scene and plan the corresponding storyline. The merchandise displayed and displayed should be consistent with the style of this brand, reflecting a certain sense of beauty and reality in life. The placement of models and props is one of the factors that affect the beauty of window displays. We should pay attention to the beauty of being close to each other, having high and low levels, and scattered beauty. The display of model clothes should be harmonious with the display of background POP, and the color of props should also be echoed.

We should show the products that are brand oriented in season. The key of window display is to focus on the characteristics, main products or promotional products. To understand what I want to promote or promote, what are the commodities that I can display the brand image? At the same time, we must do a good job in the research and display of other brands, display the brand superior products in the window, and highlight the personality, advantages and connotations of the brand products. {page_break}

Pay attention to the lighting application and lighting intensity of the window. The application of window lighting is a matter of detail. It is the best way to use crossover light, cross light intensity and range of illumination, which can effectively display the color and style of merchandise. The lighting intensity of window lighting should be about two times the intensity of lighting in the hall, so that the door and window display of the whole shop will be very eye-catching. The intensity of lighting in shops and windows directly affects consumers' entry behavior.

To master the time and frequency of changing window display clothing. Too long clothing replacement can cause visual fatigue of customers. Too fast replacement can easily cause customers to be dazzled. According to the different conditions and goods, the replacement frequency is the slowest half month, the fastest one week. However, for the new products in season, it is necessary to display and display according to the specific circumstances to ensure the timeliness and freshness of the display of new windows, which is more conducive to attracting customers into the store.

We should make rational use and transform window display. Due to the influence of store location and light, it often causes window glass reflection, affecting the display effect of window display. In view of this situation, the POP poster curtains can be installed on the top of the window, and put down or pulled up according to the external light conditions. On the top of the window can also install some equipment hanging things, so that more reasonable use of window space, display different scenarios and product information.

Pay attention to the display of festivals and promotions. During the festival, the sales of stores will increase significantly. The activities and promotional information can be displayed visually and visually through the display window, which can effectively inform consumers of discount sales promotion information, improve consumer's attention to the brand and enter the shop rate.

In short, creativity plays an important role in display and display. Creative windows will make consumers deeply impressed with the brand, so that the image of the brand can be embedded in the minds of consumers and bring unexpected advertising effects.
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