Progress And Pain In The Display Of Clothing Stores

Gao Yuan, who has worked in many clothing brand management agencies, has opened his own display studio in Shenzhen. Only a few years ago, when Gao talked about clothes, Chen Yuan still felt a lot of emotion.

"At first, this field was not so popular. Many people were surprised when they came into contact with my business card." what do you do in your profession? "When I patiently explained, they would say that they were putting on clothes, and I could only smile in response.

"At that time, people would think that clothing itself is very simple.

Gao Yuan has witnessed the development of China's clothing display, and also believes in the important role of display in brand clothing. "There are many mysteries in display. I have experimented with hanging a piece of clothing in different locations in a store to produce different sales volume, just like a garment on a model and in a corner where nobody cares."

Besides the widely recognized reasonable display in the industry, it can play a role in displaying commodities, enhancing brand image, creating brand atmosphere and enhancing brand sales. Gao Yuan also believes that Chen Li has greater significance, such as "improving the added value of commodities, affecting and improving the aesthetic degree of consumer groups, and triggering changes in their lifestyle, and maintaining the credibility of merchants".

Progressive domestic display

In the market inspection and confirmation, and Gao Yuan as firmly believe that the display pair.

In fact, stores and exhibitions have been put on the agenda of some enterprises since 2006. With the deepening of the understanding of brand image and visual merchandising, many enterprises regard it as an indispensable link in the daily work of the terminal.

There is a view that 2007 is an important period for the rise of clothing display.

In the view of enterprises, the current consumer market has developed from the product era and service era to the experience era. A clothing store that can convey the brand connotation and characteristics can arouse the resonance of the target consumers to the brand sensation and stimulate the terminal sales.

Therefore, they regard the design of store space as the main space for brand appreciation.

White collar is one of the earliest enterprises in China to attach importance to shop display. The company's exploration of display can be traced back to 10 years ago. From the initial exhibition work to the commodity planning department, and then the establishment of a special display department, it reflects the foresight of white-collar workers for display.

Over the past few years, white-collar workers have become the leading brands of space and display in domestic stores.

Miao Hongbing, a white-collar chairman who advocates "experience economy", thinks, "a brand, its life attitude, its story, its emotional feelings, can be displayed in the display.

It is a bright expectation for consumers to aspire to such a life, while white-collar workers strive to reflect these connotations at the terminal.

The company did a display a few years ago, when the Internet was a hot and fashionable thing. White-collar workers used the fishing line to make a network display in the window, giving people a most fashionable fashion.

This is what Miao Hongbing asked for. The display should convey the popular elements, colors, sales priorities and fashion concepts to consumers in different seasons.

At the same time, the company also emphasized the commercial nature of display services, but Miao Hongbing also admitted that the display can not be too clear commercial style, "if we can not give consumers an aesthetic surprise, they will be abandoned."

So in the company's shop, the complete product line, the classic pop style, the life attitude and lifestyle expressed by the brand, as well as the feelings displayed, and so on, are all reflected.

"White-collar workers have different affairs to deal with in different periods.

Begin

While brand enterprises are constantly improving their skills, some professional organizations are gradually entering into the field of display services for brand enterprises.

For example, the overall outsourcing of display.

"As far as I know, some of the domestic design companies have such business, their engineering teams can meet the needs of the enterprise, such as the exhibition," said Yuan Ze, a professor at Beijing Institute Of Fashion Technology. "But the knowledge structure of these companies is not confined to clothing, and their customers may involve many industries including clothing."

In fact, the outsourcing of display is a common practice in the world.

For example, there are more than 400 stores in Adidas Korea Companies. Under such a huge sales network, there are only two staff in the company who are responsible for display affairs, because the outsourcing of display is carried out.

International Exhibition outsourced services generally include basic display brochures, shop guide manuals, shop window design and theme atmosphere creation, store implementation guidance and display adjustment, display props development, display skills training and so on.

The display outsourcing service of Adidas Korea Companies is a display and maintenance service, that is, basic display brochures, store display guide manuals, shop window design and so on, which are designed by Adidas headquarters. The outsourced display group is only responsible for executing the display effect of maintaining the store, so that every Adidas store in South Korea and the world's stores have the same image.

Under such a system, there are a total of more than 400 agencies serving Adidas stores in South Korea. These organizations are working on a monthly continuous monitoring of the store image, conveying and implementing the brand marketing plan strategy to the store, and carrying out the display and display design of the headquarters to the store, together with the coordination of the new store decoration and the display of the store opening, and the collection and research of the local relevant information in the store.

In the view of Adidas Korea Companies, regional display service providers have unique advantages in a certain area. They have a strong understanding of the market in the region, can communicate with distributors in a timely manner, handle problems conveniently and quickly, and have a high professional and professional quality.

More importantly, outsourcing has greatly reduced the operating costs of the company and made the brand more competitive in the region.

But others are not very optimistic.

According to media reports, some enterprises have found a display training institution to require them to take care of all the display work of an enterprise, but after the cost calculation, the organization found that a team of display was organized.

On the Internet, a professional forum on display outsourcing, the speaker "dicky-m" said, "our company has tried outsourcing policy, but because of various problems, it ultimately chose the company to operate itself."

The "Weiner" point of view is more clear: "the first second groups of people I know, most of them have been pferred or pformed, and few are still in this field.

Now the display is only for the majority of the domestic clothing brands to reach the required stage, but not to the necessary stage.

In this environment, it is too early to put forward the exhibition outsourcing.

After the market and industry have these conditions, everything will come into being and come naturally.

Pain in reality

In fact, after several years of development of clothing display, not only in the industry status is higher and higher, has become the enterprise terminal to expand the market and propaganda brand of sharp weapon, in many young people's mind, has also become a fashionable occupation.

But how much do people know about display? "We dare not say 100% to understand, because its development changes with the development of the times.

Moreover, the rise of its origins is not in China, and its history is too short in China.

Gao Yuan said.

It is precisely because the display in the domestic history is too short, no matter from individual to business understanding of it is not enough, in reality, because of the display of misunderstandings and pain, is not in the minority.

The most direct feeling of pain comes from the practitioners and employees of the exhibition.

Display designer is a new career that many young people admire.

In fact, in reality, there are many such distressed display designers.

They often complain that their talents are not fully applied, and there are many designers who are self mockery of their work.

Actually, in the display work, the hands-on is an indispensable item.

When the display designer enters the early stage of the enterprise, he inevitably becomes a porter and a clothing worker. When the salesperson and display team are gradually mature, the display designer can get rid of the heavy manual labor and put more energy on display management.

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Many people think that display work is easy or hard but rewarding. However, it is understood that many display designers believe that their salaries are not high, and some people will also use personal time to privately serve other institutions.

Although there are also some highly skilled or experienced display designers, the general situation is that the huge gap between psychology and reality still allows many display talents who hold the exhibition dream to switch to other industries.

Those who can persist have other difficulties.

Although the display has gradually been attached importance to by brand enterprises, the status of display designers in enterprises has not been equal to other departments.

There is also a lack of communication between the display staff and other departments of the company. The company thinks that the level of display designers is not high enough, and the designers do not think that the company can understand themselves.

"This is just like the running in between designers and enterprises. Liu Yang didn't come out in YOUNGOR for a long time. We can't say that Liu Yang can't do it, nor can we say that YOUNGOR's boss can't do it, but they can't run to a meeting point."

Yuan Ze said that although he thought that this is a relatively normal situation, he also admitted that the display designers and enterprises could hardly accept each other due to different knowledge of display and other aspects, which also seriously affected the smooth progress of display work.

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The company also has a headache for display designers themselves.

Although there are already a large number of display workers in the industry, these people differ in level and experience ability.

Enterprises are not comfortable with newcomers, and are burdened with the burden of senior managers.

At present, some visionary clothing enterprises are building a benign interactive working mode. Display designers and fashion designers and shop designers communicate with each other when designing products and designing shops, so that garment designers can understand the display and allow the display designers to participate in the interior planning of the store, hoping to solve the narrowing of display work from the source, and the separation of the theme and design theme of the display.

In addition, enterprises have misunderstandings and confusion about display work.

As Gao Yuan said, the brand development of China's clothing industry started late, which led to different degrees of cognition of the exhibition.

The first is the display of useless ideas: the sale of terminals depends mainly on marketing skills other than products; display is only a decoration, and it is a dispensable thing to decorate.

The second is the idea of display: the idea that display can quickly increase sales, which is more important than marketing.

Companies that hold this view often expect the sales volume to go up very much after the display designer has finished every display.

If display does not promote marketing, they can easily become advocates of useless display.

Wang Yong, general manager of Hongkong billion Hong Run company, has a sober understanding. "The display is the catalytic factor in the development of enterprises. It is not a decisive factor. Although the display is still more important, it is still a link in the chain of brand moving." Wang Yong said, "I think the product sells well or depends on the product itself.

Display is not a key factor.

I myself did not find a product showing a big sales increase because of good display. "

There is also a narrow sense of display: the designer's job is to put on his clothes.

This is the most common phenomenon in many enterprises. The designers of the store do not pay much attention to the planning of the store passageway, or pass the design of the passageway to the shop designer, and hand over the design of POP to the graphic designer.

In the face of such a state, enterprises should have enough patience and tolerance on the display of this emerging profession, pay close attention to its growth, and also objectively look at its role.

In fact, display is an important part of terminal, but it must interact with other links and interact with other terminals, forming a complete terminal marketing system, so that it can really play a role.

Good display status should be organic, interactive and omnidirectional.

I agree with this slogan: let clothing designers understand the display, let display designers understand clothing design.

Only in this way can the designer's design concept be passed to the terminal without reservation, and at the same time, the designer can give more consideration to the terminal status of the store and adjust the product in the design.

At the same time, each product planning requires the display designer to participate in the product planning and design discussion, so that some good display ideas can be implemented in the design stage.