The Promotion Function Of Display Design To Clothing Marketing

The clothing industry that enters the era of brand competition is no longer able to win commercial success merely by "personal heroism" on the stage of terminal stores. Under the thinking of brand marketing, a comprehensive terminal promotion system is formed by various elements such as products, brand culture and marketing strategy. In this system, the display design of stores has increasingly displayed its important status.

Store display design is based on the main line of brand culture, through the terminal store channel planning, product placement, lighting, POP poster, sound and other elaborate design to promote the sales of clothing and brand culture.

However, at present, no matter whether it is in the training of talents and the setup of institutions, the display of stores has not been pushed to a corresponding position. We can not see its figure in the discipline of clothing specialty, nor can we find the corresponding department in many clothing brand enterprises.

On the contrary, most famous clothing colleges abroad have opened commercial space design or similar specialties. Many famous clothing brands have set up corresponding departments such as display department, and display designers have the envied status and salary. Sales display design has become a common understanding of brand and sales promotion.

Unlike many domestic clothing brands who are keen on bombing advertising, most foreign clothing brands adopt more rational advertising strategies when they enter China. They pay more attention to the image of terminal stores, and spare no effort in elaborately planning their stores, such as the skills of purchasing skills, the psychological feelings of lighting, and even the material and color of a brick.

BOSS, the division of Asian divisions, frequently appears in various Asian stores every season. The store is decorated, training shop assistants, and transmitting a new round of popular information. ESPRIT uses quarterly display manuals to guide the implementation of terminal images. Full attention to the management of hardware and software in stores seems to be the consensus of every international brand.

In contrast, many domestic brands, behind the massive advertising offensive and luxurious store decoration, are displaying disorderly displays on shelves, postdated posters and non-standard shopping guides, so that customers' trust in brands is greatly reduced.

What is the role of store display design in sales terminals? Different viewpoints bring different results.

In the concept of brand marketing, the quality of products is only a part of determining the success of sales. If we want to achieve good sales performance, we must have good shopping guide skills and pleasant store image. To achieve such a good image, we must scientifically standardize the display of stores, so some scholars call the display design of stores as "visual marketing".

In Chinese dictionaries, there are two explanations for the "field" of a store: the first is to adapt to a larger area of need. The second, a basic form of matter existence, can transmit interactions between objects, such as magnetic fields and so on. And the "popularity" mentioned in our traditional business is actually the atmosphere in the store.

Although brand managers know that popularity means prosperity and wealth. It means there will be high camps.

But the problem is that many people will simply create good "popularity" to simply stay in the art of promoting salesmen.

Creating "popularity" in stores is a comprehensive project. Store We should have a good "popularity". We should do well in two aspects: first, we must have a good "human" edge, that is, the harmonious communication between salespeople and customers, so as to attract customers to come. Two, we should create a "magnetic field" that attracts customers and is magnetic.

To create "magnetic field" to attract customers, we must work hard on display. Stores should not only have neat shops, reasonable passageway planning, beautiful and fashionable products, wonderful advertisements, pleasing lights, beautiful music and other elements, but also have a rich brand culture. Because in modern society, clothing, besides basic cold and shame functions, is more embodied in a kind of humanistic value. As brand marketing, we sell to consumers not only a physical concept commodity, but also a sale. brand Unique culture.

Therefore, in brand marketing Under the concept of marketing, marketing in the store is more like a fashion show. In the stores where all kinds of elements are combined, clothing is no longer an isolated commodity, but a leading character in this fashion play. Consumers have bought clothes in this beautiful field, and have also taken away the culture of this brand.

In the modern marketing mode, when the designer first conceived, he should consider what kind of state the clothing was sold. We are more willing to enlarge the function of Chen's teacher to plan for the whole commercial space, including the placement of models, the adjustment of lighting, the rationality of passages, and even the specification of music type volume. We are more willing to understand the store manager as an organizer of the store atmosphere. Through flexible management, the store can "move" and become lively and full of "popularity".

We have no reason to doubt that media advertising can bring great effect to brand promotion, but the brand image conveyed by stores, especially the function that customers can directly perceive and touch brand culture, can never be replaced by the former.

It is undoubtedly the most effective way to realize the spread of this culture and promote the display of stores.