The Secrets Of UNIQLO Store Display: Avoid Short And Cover Less Goods.

Liu Zhengjing, founder of UNIQLO, said: "half of UNIQLO's success depends on Chinese people."

Whether it is a surge of more than 80 stores in the past year, or a "universal flagship store" of 8000 square meters on Huaihai Road in Shanghai, it proves that the Chinese people are enthusiastic about the U brand.

Why do you like it? If you ask ordinary customers this way, most of them will say "cost-effective" and "good quality".

And so on.

Wait, don't you forget the Baleno and Giordano on the Daming Lake? The quality, style and price are all the same as that of UNIQLO, and even surpass easily.

Something else is elsewhere.

In fact, UNIQLO is the best brand to know how to foster strengths and circumvent weaknesses, and the style that is not fashionable has been molded into "fast fashion" by its success.

The secret of store display can make domestic brands study well.

Entrance display: promotion and explosion

First of all, what advantages do UNIQLO have?

UNIQLO's positioning is "parity fashion" brand, "parity" is its most prominent advantage in fast fashion brands.

At the consumer end, UNIQLO has two ways to shape its parity image.

The first is regular discount promotions. Not only in the new year, will UNIQLO introduce various "special timing" to clean up inventory, promote sales, and constantly strengthen parity positioning.

The second way is to improve the price performance of goods, and to improve consumers' perceived quality through fabric and workmanship, so as to reduce the sensitivity of consumers to their prices, so as to achieve the impression of "parity".

No matter what kind of situation, we need to cooperate with the exhibition for a time to make consumers more fully aware of it. In another way, we often talk about pushing money.

The location of entrance is the most important part of the promotion of "exploding money". UNIQLO usually adopts two methods: model and showcase.

In large independent stores in UNIQLO, there is usually a model matrix.

A group of male and female models will be placed in the doorway.

Near the model, there will be a special showcase to display the explosion.

Matching with the commodity type of UNIQLO, the display of the display on the showcase is not a color of the usual clothing brand, but will show all the sizes of all colors. Customers can choose their own main hot money almost without entering the shop.

Among them, the most distinctive model matrix in Beijing is in Sanlitun stores. Since last year, after being re installed, these models show a strong "personality". The new clothes are always put into grotesque headgear, and are placed on the head of the model, which makes people feel funny and cool.

Equally interesting is that

The model matrix will be replaced by a T-shirt printed with a discount on discount.

This kind of humor is based on the more mature brand idea and image.

In smaller shopping malls, models and showcases are stacked together.

Models are usually placed above the showcase and stand tall.

If there are more than one main item, apart from the items on the showcase, several shelves will be placed around the showcase to display the less important items nearby so as to make full use of the space at the entrance.

Here is the window which is generally considered to be more important than the entrance.

UNIQLO usually does not have traditional windows. In typical shopping malls, UNIQLO always lets the entrance be as large as possible and fully open to all customers.

The store is not only neat and orderly, but also ample and spacious, and the probability of entering shops is greater.

Even in independent stores, UNIQLO is using large pparent glass walls, customers can directly see the layout of the store.

As mentioned earlier, the matrix of Sanlitun store is placed inside the entrance wall, and also serves as a window display.

This is certainly not related to the positioning of the brand of "fast fashion" brand. The design which is not very fashionable may make the display of window display counterproductive.

In fact, looking back at popular fast fashion brands, due to the large number of styles and fast updating of products, the role of window displays has largely been divorced from the role of style recommendation, and more is showing customers the design concept and overall style of the season, which is more in line with the "fast" demand.

In this case, the entrance of UNIQLO is even more important.

Apart from new products and main products, special discount products are also the most common type of goods in the exhibition area.

In conjunction with the prominent red bottom white word discount information, unidirectional library with reasonable price can attract large numbers of customers to stop at the entrance booth every time.

Global display: avoid short and cover less goods.

UNIQLO has its drawbacks.

People who go to UNIQLO often know that UNIQLO doesn't have many new styles every quarter.

such as

There may be only two or three, only one or two of the clothes, and there is no way to compete with ZARA and H&M on the category.

This is similar to the situation of domestic brands.

So how does UNIQLO avoid the seemingly too few products in the store?

Yes, this is the contribution of warehousing sales. All the sizes and colors of the merchandise are put out, giving customers a very rich sense of merchandise.

In fact, there is another point which is easily overlooked. That is, there are many shelves in UNIQLO, and they are also very high.

These shelves are usually higher than customers. On the one hand, they are in line with the display system for storing and selling, so that customers can easily choose their sizes. On the other hand, they also block the customers' sight and do not penetrate the whole store directly, and they will not find any missing spots with fewer styles.

In fact, not only a few brands are worried, but too many brands also worry brands, such as ZARA and H&M.

ZARA ultra high new product update rate and quantity, it makes it difficult to display all products.

In order to increase the exposure rate of all products, ZARA chooses to minimize the number of shelves in the field, while lowering the shelf height. The main display is around the wall shelves, so standing in the ZARA store can always see the whole product at a glance.

The ZARA, which focuses on collocation, also chooses to mix all kinds of goods on display. There is only one row of goods hanging on the shelf of the wall. Similar styles and matching suits and bottoms are all hung together. The shoes are placed at the bottom of the shelf, and the bags are placed above the corresponding positions.

The whole space plan is very concise.