Clothing Display: Shop Mystery

Most customers like to walk along the wall counter clockwise in the store, and are easily attracted by bright light, jumping colors or model clothes. Customers' attention tends to be concentrated on the top right side of the shelf, so it is hard for them to take care of the corners. The golden visual center of male customers is between 85CM and 135cm on the ground and between 75cm and 125cm.

Based on this, almost all shops are divided into A, B and C districts. The A area is the brightest and easiest place to see, usually in the direction of the door. Display window Or the area of the model, or the shelves on both sides of the store; the B area is a relatively striking location, usually near the central island counters and cashiers of the shops; the C area is a dim corner. "A store store in a shopping mall is divided into three parts: A, B and C. The A area is the most eye-catching place in the store in the direction of passenger flow, or the area where customers can stand at the entrance of the store. The clothes displayed in the A area are mostly the popular styles of the season. The choice and acceptance of the general customers are higher. The B area is the first area that customers can see when they enter the store. The multi display styles are inferior to the new ones in the new season, and the styles are much more in line with the taste of the public. C area is the place which is not easy for the customers to find after the corner or post in the shop. The display designer will display some clothes in the C area which are relatively independent in color, or have little stock and incomplete sizes.

Some domestic stores have many female customers, and female products are close to the door to attract eyeballs. Although men's products are on the inside, the fitting room is near men's clothing. But this is the opposite of GAP. The three storey GAP shop must be men's clothing. Women who love shopping have to cross them to reach the two or three floor of women's wear and children's wear. This is to enable customers to contact with goods as far as possible. A row of shelves is also divided into A, B and C areas. Generally, the upper part is A, the lower right is B, and the lower left is C. The typical placement method in C area is vertical erection, which is basically a slow-moving product. It seems that A district is a "treasure", but some products that are out of date and long overstocked will sometimes appear in this area. Attractive patterns and lighting will also give people impulse to buy.

Daniel Miller, a British shopping researcher, thinks that the Shopping Kingdom will no longer buy and sell, but frighten people away from the A Theory of Shopping. Instead, it will provide a spectacular and artistic atmosphere to make every commodity meaningful, and every customer will find life here. Danny Miller Miller

For display designers, the so-called "display style" can be roughly divided into frank, bright American style, traditional rigorous English style, noble and concise meaning, and so on, which are related to national characteristics. In fact, it is not as pure as in practice, such as Ferragamo, which originated in Italy and developed in the United States. Its display style combines the style of Italian beauty, which is noble and direct. There are also some brands from Korea, and the display style is one of them. For example, in the spring and summer of 2007, the theme of T.B2 was "dream garden", which abandoned the different color saturation blocks, but the small flowers that were filled with eyes, creating a feeling of entering the garden. Some display themes are changeable, but brands have a sense of continuity. For example, ONLY, which sells very well in China, always feels red, LV is brown, Ferragamo continues the brand's "Salvatore" tradition, white and beige. The big cards are more serious on the theme, the general atmosphere is invariable, and no perfume is to be avoided (no one is happy or worried). Classical music and rock and roll music are not allowed. The former makes people depressed and the latter makes people anxious.

But all taste In the discount season, it may be gone. The important moment in China is January and July each year. Discounted goods may all be moved to A District, sometimes even no longer distinguish A, B, C, and discount as the classification of display; music also has a sense of speed, and expect consumers to quickly choose to increase passenger flow; at this time, the most extreme window display is not at all listed, only the red letter of the white "SALE"; sometimes display Designers will deliberately mess up the store. In the discount season, young brands and luxury brands are rapidly differentiated, and the former is a scene of panic buying, and the latter is still calm. In fact, big cards also appeared in the over season products, but they were basically unaccounted for, but in the "completion of the transaction", that is, when customers have already selected the goods ready for checkout, the shopping guide will say that we can give you a 10 percent off to attract repeat customers.

A brand that always seems to be on sale is the Spanish brand MNG, which is a mystery, and professionals are also puzzled. Shops are never very neat, sometimes the new store opens at 50 percent off. However, sometimes chaos is also a style, stop in front of the MNG shop, there is a warm atmosphere and warm popularity will attract more consumers.

Now more and more brands realize that shopping guide is also a part of store display. Young brand guides are mostly easy-going and enthusiastic, wearing the most popular styles of the season, acting as A models of activities. The shopping guide for casual brands sometimes says to customers dressed in formal clothes: "relax, please." And the big shopping guide is as noble as a brand, wearing a tailored work uniform. However, these brands are very careful about what kind of clothing they should wear in the store. They never see the shopping guide in windbreaker in Burberry store. After all, customers spend a lot of money on it, and no one wants to dress like a shopping guide. These brands firmly believe that they are not short of customers. They explicitly guide shopping identity from improper lobbyists. The display designer will train the shopping guide. After the training guide, we can see the customer type and taste. Although consumers never classify themselves, in the eyes of shopping guide, "big money", "high grade", "optimistic mixture" and "blind dreamers". Stick out a mile.

In fact, display designers generally "specialize in technology", some are good at color matching, some are good at pattern deployment, others are good at creating style atmosphere, and even some people can better train the shopping guide. But in any case, the assurance of the commercial principle of sales service is fundamental to all changes.