Display Design Has Become More And More Important For Apparel Retailers.

As the terminal of the whole retail chain, the clothing shop is the carrier to realize the value of clothing products, and also an essential part of obtaining profits. It plays an important role in displaying goods and completing sales. With the increasingly fierce competition in garment retail industry and the continuous improvement of marketing methods, clothing stores are not only a place for sale. Through the display design of the store, the clothing brand can convey the brand image, orientation and idea. These abstract contents need to be expounded and manifested in the form of figurative language. When a logo, pattern or clothing item appears alone, the meaning that can be expressed is very limited. Under the organic combination, a complete system will be formed to create some artistic conception and sentiment. Secondly, when the clothing brand feels that it is difficult to get the difference advantage in terms of commodity category, price, promotion means and geographical location, shop display design also provides an opportunity to create market differentiation.

Good store design can stimulate consumers' desire to buy. For example, in clothing display and window display, we can create some unique life atmosphere and scene atmosphere, so that customers can associate with their way of life and aesthetic interest. Especially those who are impulse buying customers are easily inspired and induced by the shop atmosphere, and purchase goods that are not planned. Therefore, the atmosphere formed by commodity display plays a very important role in stimulating and stimulating purchase behavior. Many famous international clothing retailers, such as Zara, Gap, Puma, Levi 's, etc., have a series of standards and specifications for the location, size, display and service of their own shops or shop stores. Among them, the shop area, window, tone, lighting, props, POP, shopping guide, background music are all the display factors they attach great importance to.

Store layout: Generally speaking, the current clothing brand stores adopt "freestyle pattern", that is, asymmetric arrangement of containers, exhibition stands and passageways. Usually, this layout has wide shopping routes, large open space, combined with props and lights to create a relaxed and pleasant selling environment, which is more suitable for brands to convey brand culture and unique style. And in such an environment, consumers' shopping experience is greatly improved, and they are willing to spend more time browsing in stores. The open shopping space is also convenient for customers to provide effective service for customers.

However, under such a pattern, the utilization rate of the shops is relatively low. In order to create a commodious shopping environment, the clothing brand has to sacrifice some storage and display space in the store. At the same time, the comfort and freedom of customer actions will also lead to limited customer capacity to a certain extent.

Area: ideally, the size of the shop should be determined according to the quantity and size of the display, but in fact the size of the shop is affected by many factors such as location, rent and so on, not the larger the better. But the narrow space and crowded display will cause customers to feel depressed and messy, and can not display the commodities well. According to the data survey, 50 brands of clothing shops in the five major business circles of Shanghai are over 30 square meters, with an area of 50 square meters or more than 90 square meters.

Shop window: the window design of brand clothing shop is very important. Successful display of window displays can attract the attention of consumers, guide them into shop browsing, and stimulate their desire to buy. Excellent windows can also deliver goods information and store activities promptly and correctly, with distinct themes.

Display props: display items are varied. Generally speaking, there are mainly human models and human tables, clothing hangers, box type, cabinet type, lattice type, open type display rack, etc., as well as display tables, rack cars, central island exhibition stands, etc. Mannequin and mannequin are the best embodiment of clothing products. Very few brand clothing stores do not possess such display props. The clothes hanger is used for most shops because of its convenient disassembly and flexible placement. The display rack and display table are commonly used for displaying folding display clothing, including T-shirts, formal shirts and bags, shoes and hats and other clothing accessories.

In addition, the display props used by clothing shops are showing the characteristics of comprehensiveness and diversification.

Color, lighting and music: color can not only affect and impact the mood of consumers, but also can be used as the identification mark of brand and distinguish from other brands. For example, Calvin Klein's black and white, Levi 's red and Gap blue. many Brand clothing The color of its shops is heavily used in its iconic colors. For example, Calvin Klein Jeans and Calvin Klein Underwear are sold in black and white.

Clothing is a fashion product. In order to let customers see clearly the commodity and its color, the basic requirements of the store lighting are bright. The research shows that bright lights can attract people's attention. So most Clothing brand The lights are bright in the shops, and generally use fluorescent lamps or beige lights close to them. However, there are shops that match the store atmosphere and display themes, using medium brightness or even dim or special color lights.

Music is also an important part of the display of brand clothing stores. A survey in the United States shows that 70% of customers like to shop in retail outlets where music is played. And domestic clothing shops, whether they play or play in the shopping center, mostly have background music. At the same time, the designers of their own music shop often use background music as an important means to control the flow of passengers: when the number of people is less, the background music is mostly relieved, while in the discount season, when the customers are more, music becomes a sense of speed, so that the frequency of customers' choice is accelerated.

Promotion props: brand clothing stores often have promotional activities. However, the survey found that most of the promotional display items used by the brand clothing merchants are single, mainly for POP and poster posters. POP The placement of posters is also more attractive in the shop entrance, window display, display rack and cash register.

In fact, with the continuous influx of foreign brands and the increasing content of domestic original brand design, the display design of brand clothing is playing a more and more important role in product design style. Some wonderful display designs not only promote brand promotion, but also increase sales of stores. But at the same time, due to the late start of our clothing display design and many other reasons, there are some deficiencies in the market display design. For example, window design, display props, store color application and so on, some shops display design is still lack of creativity and reflect the brand characteristics, all of which require brand clothing enterprises to conduct more in-depth research on display, in order to meet the brand needs to the maximum.