European Clothing Brand: The Development Of Visual Merchandising Practice

Usually, the definition of visual merchandising is: a series of measures and means, the purpose is to activate the merchandise of the store and display its value. It is in a right place. Sell good products at the best quality and best price. Producers and distributors must work closely together under this same goal.

　　 The impact of branch chain stores

Branch chain stores are the only way to get sales now. This new game rule is a heavy result for other sales methods, franchised chain stores and retailers groups. Chain stores are increasingly being used to replace other sales methods. The expansion and multiplying of private stores, the purpose and advantage lies in improving profit margins, helping to update in time, providing the possibility of strictly implementing visual merchandising design in stores, and more easily controlling the implementation of visual merchandising. Building brand characteristics is vital for chain stores, and building brand characteristics is mainly achieved through sales outlets, because sales outlets provide the possibility of publicity and communication.

In this context, visual merchandising and its skills become the core part of the theory of "new sub corporalists". But once the development of visual merchandising is rooted in the improvement of skills, it can only make the brand image more "bright". As a response to this phenomenon, many "sub corporalists" are now far away from the popular concept of visual marketing. Although this "Popularization" has made them successful, this kind of visual marketing has become a real danger to the "mediocrity" of the brand.

They often change because of the situation. strategy Such as opening small sales outlets similar to those of independent retailers, or expanding product categories and launching shorter life cycles but more unique products. The transformation of such strategies is especially common in the operation of conceptual brands, such as the Spanish brand ZARA or the Swedish brand H&M. In this type of brand stores, the depth and breadth of product categories are distinguished by a series of signs, each representing a different market (customer). As a result, the organizational structure of the sales point is more similar to a "fake" multi brand store.

　　 Space arrangement

Beginning in 90s, Consumer With more and more mobility, they are not willing to be captured by a certain sales mode or a certain grade of products. They are more willing to be attracted. In 80s, the era of flaunting the brand and designer name has passed away. The new consumption pattern has been replaced. Since then, the purpose of our consumption is only to "ourselves". In order to make ourselves happy, we prefer to have more sense of security in the era of crisis rather than show social status. Thus, the home (more broadly speaking, life circle) becomes the center of our attention.

In the same form, consumers can see the information conveyed by shops and public places with their bright eyes. Clothing image brand and concept brand store should meet two requirements to stimulate consumption: the convenience and beauty of product category distinction. The Euroshop international store equipment exhibition, held in Cologne, Germany, is a gathering place for professionals in sales, marketing and distribution. According to the survey of the exhibition, 60% of the consumer decisions are completed when entering the store, and the impulsive consumption in the clothing market still occupies an important position.

The life cycle of the store layout design is getting shorter and shorter, so the cost is higher and higher. The funds invested by the brand to each store are also more and more restricted. In this case, the reuse of a visual merchandising design is a way to reduce costs.

"Return to simplicity and diversity is the focus of today's store design". In addition, everyone is aware of the importance of lighting and its leading role in the store. For example, we can use the corresponding lights to affect the travel path of consumers, so that a product is independent of other products to enhance its value, or make the fitting area more secretive. 4 or 5 years ago, the cost of lighting was less than 10% of the total cost of display, and now it has reached nearly 1/4.

The new technology will be widely used in the near future, and the business environment will be further improved. L Ehi said in its research report that "computers, audio-visual multimedia systems, internal broadcasting, monitors and electronic shelves will be used in shopping lots to promote sales".

　　 Shop display Progress

There are more and more conceptual brands operating in the form of branch stores. In order to adapt to the market changes, visual merchandising skills have been further upgraded and the design is more institutionalized. Therefore, when the space layout is developing, shop display is also improving at the same time, that is to say, the product display is more rigorous, which does not refer to the simple shop building design. The two aspects we are striving to improve now are the saturation of goods classification and shelves (including shelves, people's platforms, hangers, positions, etc.).

The classification of goods or commodities is based on mass sales and self selection sales. On the contrary, thematic classification is usually used in clothing stores that represent lines. Such a classification is actually a more organized embodiment of visual marketing, a more powerful serialization, and an interaction and coordination between visual merchandiser and consumers. Although classification is more difficult in design and execution than in previous classifications, this classification is increasingly being used, no matter what grade of clothing brand and product.

Shelf saturation (calculated on the basis of the number of hangers per square meter) is a commodity index standard in visual merchandising strategy. A high degree of shelf saturation indicates that goods pay more attention to quantity, while the message to consumers is "we provide as many options as possible". This strategy does not put the product first. At the other extreme, a low shelf saturation indicates that the value of the product wants to be maximized. Such a choice is especially suitable for high-end product brands. The branch store has received great inspiration in this regard and began to reduce its spatial saturation.