Zara: 6 Processes + 3 Tips + 1 Checklist! Learn To Improve Performance By 30%!!!

　　 Window display , 6 scientific processes

Why say it first display window What about? What is the least and most expensive at present? Passenger flow!

Less passenger flow, high drainage cost!

Therefore, if you want to solve the problem of performance, you should first improve the passenger flow, and the window is the Improve passenger flow The best weapon!

There are many festivals and sales promotion activities at the end of the year, so the frequency of window changing increases correspondingly. So a scientific window adjustment process is very important!

01 fixed theme

The first step is to determine the theme of the window!

As we learn composition in middle school, we must have a theme!

So, what are the themes in the second half of the year?

National Day: for clothing people, National Day is undoubtedly a very important date!

Thanksgiving: the last Thursday in November! A good reason to promote sales! Pave the way for Christmas!

Christmas + New Year's Day: double day can be linked together to do different discount activities!

Spring Festival: the most clear theme! In the design, the props in the window of new year's day can be used continuously!

To the president of the Valentine's day to write a special guide!

　　 02 fixed structure

Window model placement is generally divided into: array type and scene type.

Array type: multiple models with the same posture are placed in linear structure to bring greater visual impact to customers.

A model and a theme are created through sex and props. There is also a need for the coordination of the model's posture and props.

? ? ? 03 order goods

How should models be displayed in the window?

Look at the data!

Under a specific theme, look at the sales data and inventory data, which styles you want to promote, wear what you want!

Display must have a sales purpose, not simply according to personal preferences to choose!

　　 04 light adjustment

A window effect is good, 60% of the factor is whether the lighting is in place!

The display window should fully express the three-dimensional sense of exhibits: when designing, it should make full use of the space in the window to project lighting from multiple angles, instead of lighting from the top. Most of the models and hangers will be placed in the window. If the lighting is only from the top, the head and shoulders of the model will be too bright. However, the illumination of the whole body of the model is insufficient, which lacks the sense of entirety and three-dimensional, and can not express the texture of the fabric.

Reasonable lighting direction: put the light on the exhibits, and pay attention to avoid illuminating pedestrians, which may cause customers' displeasure (especially the open window); The multi-directional lighting is used to avoid the model's head being too bright and lack of three-dimensional sense. Especially when the window window is relatively shallow, the light is almost from the top of the model or even above the back, forming a strong shadow and great local contrast.

It is necessary to fully consider the change of ambient light, adjust the lighting, and give full play to the role of shop windows in different light environments (especially the shops facing the street): many people think that the natural light in the window is bright enough in the daytime, so it is not necessary to open the window lamp in the daytime, so the window can not fully reflect its effect in the daytime; However, some people use the same lighting methods and the number of lamps in the shops near the street during the day and at night, resulting in insufficient illumination in the windows during the day, resulting in serious "fish tank effect", which can not achieve the expected effect.

　 Detail 05

The details, especially the details, are the key to the brand!

For example, the details of the model should be humanized! When we wear clothes, the knees, abdomen, elbows and so on will appear wrinkled phenomenon. Making these humanized modeling in the display of window models will make the effect of clothing matching more natural. The humanization of modeling is also reflected in the selection of buttons (or zippers), clothing size, thickness and other aspects. For example, when there is a coat, the zipper is usually opened when the weather is warm, and it is zipped up when the weather is cold

The tie method of the model's belt, as well as the different tie method of the two models' scarves, give customers a lot to see and collocation suggestions.

　 Staring at 06 data

Whether the window effect achieves the goal? There is only one standard, that is, whether the sales are improved!

Therefore, the work of Chen Lieshi was only half finished after the exhibition was finished!

Keep an eye on the sales data every day, especially the sales data of window matching style!

3-7 days sales comparison before and after the adjustment display, timely find problems and adjust!

　　 Three display tips to help deal with large orders

　　 01 using fragrance skillfully

"Sensory marketing" in the book said: smell can distinguish different brands, can improve consumer happiness, smell marketing than other marketing means of big show, big action marketing effect is more moist and silent.

For example, you feel comfortable when you go to some stores, but you feel uncomfortable when you go to some stores. Why?

Imagine sitting in an environment with lilies and in front of an ashtray full of cigarette butts. Is the smell of lilies more comfortable, or is the smell of an ashtray full of cigarette butts more comfortable?

Obviously, lilies give off a refreshing smell that makes people want to smell for a while, while the smell from the ashtray makes people want to escape as soon as possible.

When you visit luxury stores, you will find a phenomenon,

Different luxury goods have different exclusive smell, and let people smell the exclusive smell that they don't want to go.

The flavor in Chanel store is the most classic Chanel No. 5 perfume. The smell of plant flowers creates an elegant atmosphere, which can make customers relax and extend shopping time.

Thomas Pinker, a British high-end shirt retailer, has developed a personalized smell for his store. When customers pass by, they can smell a fresh, washed cotton smell. The clothes that can smell the smell of raw materials will make people feel that the raw materials are more secure, and subconsciously, they will feel more worthy of higher prices!

02 "weekly Wardrobe" beside fitting room

The fitting room is the door-to-door deal!

Fitting room, ingenious display to customers recommended "one week wardrobe planning" style, it is easy to promote large orders!

Case study:

We have a weekly professional meeting!

Tuesdays: wear fashionable business clothes and negotiate and sign easily.

Wednesday: put on our modern clothes and mix and match at will. Is there any sweet index?

Thursday: put on our ol clothes, not the same yourself, start from the personality fashion!

Friday: put on our small dress, simple and fresh in the elegant, have you?

Saturday: put on our cool clothes and go out for a walk or go shopping?

Sunday: put on our lady's clothes, comfortable weekend, let's date!!

　　 "Mirror" beside 03 rest area ”

Generally, every shop has a rest area. First, it is convenient to chat with customers for non-sale. In addition, it can be used to rest and sit for the partner who tries on the clothes. It can unconsciously lengthen the waiting time of the companion. Sometimes, a word from a companion is more important than the ten words of our shopping guide. If we serve the partner well, we will improve ourselves. Sometimes, the companion will sit on the sofa and look at himself in the mirror I'll try on some beautiful clothes in the store~

Good management, good display

Display is a long-term maintenance process!

Therefore, there must be display rules to maintain!

Many brands have set up their own store display and maintenance rules. The president here will share one for your reference~

Do not know the above points, we can learn to understand it, we hope that the spring sales Festival!