Run a profitable clothing store

Chapter 18 Clothing display skills (1)
The display of clothing stores can be used to reflect the trend and style of the brand, to show the future fashion trend of clothing, to reflect the changes of seasonal climate, to reflect the serialization of the brand, and so on.A successful store display can not only stimulate buying interest and desire, but also promote customers to make up their minds to buy.It can be seen that the display of clothing stores plays a very important role in the business of the store.

The basic elements of clothing display

Before the clothing is displayed, the correct display can only be made after considering several issues such as its quantity and direction.These basic elements are also indispensable for carrying out business matters.

1. Display Quantity
After deciding on the items, the next thing to consider is how many items to display.All kinds of commodities will have a so-called "minimum display quantity". Once the displayed commodity is lower than this quantity, its sales will be extremely deteriorated.Therefore, when considering the display quantity, the "minimum display quantity" of each product should be taken as the premise.There must be a certain amount of display, so that it is easy to enhance customers' desire to buy, so as to achieve the purpose of selling goods.If the display does not reach a certain amount, the sales volume will be significantly reduced.Therefore, it is necessary to fully consider the number of displays to make them meet a certain standard, which can attract customers without appearing that the products are not rich enough.

The clerk Xiao Wang once did the following experiment: She piled up five kinds of discounted shirts in red, yellow, blue, green, and brown near the door of the store, checked them once a week, and wanted to see which color they were The shirts sold best.After a few weeks, she came to the conclusion that red shirts were the best sellers.And, when the red shirt sold out, sales of the other four colors plummeted.Then, she did another experiment.Divide the shirts into two piles and put them on the left and right sides of the store entrance. One pile has more red shirts, and the other pile has no red shirts.After comparison, it was found that the sales volume of the pile with more red shirts was 6.5 times higher than that of the pile without red shirts.

Why this result?After summarizing, she found two conclusions:
(1) Red attracts more attention than other colors.

(2) The pile without the red shirt looks dull, which greatly reduces the interest of customers.

Therefore, when displaying goods, in addition to the quantity, you should also pay attention to the color, style, and size of the goods.Only in this way can we attract the attention of customers, thereby increasing the sales volume of goods.

2. Display direction
One of the most important points that cannot be ignored when displaying products is the display direction.Because the display of commodities is like the face of a person, it is the first impression to others, so when displaying commodities, the direction is very important.For the choice of direction, the following points should be considered:

(1) Cater to customers' key points of purchasing products.Most of the product labels record the product name and trademark pattern on one side, and record precautions and ingredient measurements on the other side.Especially for wool clothing, the display of signs must be obvious.In short, it is important to display in the direction that customers feel attractive.

(2) Show people with a magnanimous face.In order to highlight the "quantity" of the products, it is also necessary to consider which direction to display in order to make the product group look large.If the goods are piled up without rules, even if the display volume is large, it will not give people the impression of rich goods.Using a wide product orientation and using the lining to display is the display method with a "sense of volume".

Principles of clothing display

Clothing display has changed from the operator as the main role in the past to the consumer as the main role. The products are displayed in an open way. Consumers choose products according to their own wishes. ", introduce or recommend products in detail.Therefore, commodity display should be convenient for customers to browse or take, highlight featured products or themed products, and allow customers to obtain necessary commodity information or knowledge.The basic requirements for product display are complete product information, proper display location, prominent product features, neatly displayed products, and regular placement of displayed products.Therefore, the product display should follow the following principles:

1. The principle of conspicuousness

In order to show the best selling points of various series of clothing to customers, the display position, display space, display position, stacking method, etc. of the goods should be flexibly selected according to the characteristics of the clothing itself.

2. The principle of richness

When displaying goods on the shelves, the hanging display can be based on the series, category, color, specification and other priorities, and the number of displays can be determined according to the space utilized in the retail store. Stacked display should be as uniform as possible in all colors and codes. For goods with incomplete colors and codes, you can Alternative placement, so as not to affect the customer's choice.

The focus of classification is to make it convenient for consumers to choose and purchase, and to design the most suitable classification scheme for the product.

3. Reasonable combination principle
Products of the same series should be displayed in the same location. Each variety can be grouped by style and placed in order of color and specification to reflect the layering of the products. Disorderly placement often leads to visual fatigue and loss of patience for customers to browse.The display of clothing should be easy to identify for consumers who enter the store, and attention must be paid to the positive visual effects of the products.

4. Principles of artistic beauty

The display of goods should follow certain aesthetic principles, such as harmonious color matching, layered space division, and shelf heights that conform to human body movement habits.

5. Principle of Authenticity

The goods displayed on the shelves must be consistent with the goods sold to customers, and all necessary information about the goods, such as origin, price, texture, fabric, brand, etc., must be true.

clothing display planning

The display of the store can make the clothing classification clear, so that customers can see the clothes they like and want to buy at a glance.We can start from the following aspects:

(1) Carry out regional planning for clothing.In areas with less traffic, more distinctive displays should be appropriately added to attract customers' attention as much as possible and make them curious.When designing the store channel, you should also pay attention not to leave a "dead angle" for the store. "Dead corners" are places where customers are not easy to reach, or where customers have to turn back to reach other positions.The number of customers visiting the "dead corner" is significantly less than other places, which is very unfavorable for clothing sales.

(2) Each unit block should have its own theme and its own story promotion.The clothing style should be unique and chic when displayed, and the display method is to vividly express the theme content.At the same time, do data analysis on sales, find out the main sales points of the store, display the series of clothing with more potential in such an area, and replace other series of clothing with more potential when the life cycle of the series of products reaches the peak, so as to proceed step by step. Drive store sales.There are also many skills in the way of unit planning. The key is to accumulate and summarize the research and summary of the display in daily life.

(3) A store is a painting.To draw this picture well, it is necessary to adjust the colors of this picture and do a good job in the overall color planning of the store.Color clothing display is generally divided into gradient, jump and rainbow.

Gradient style refers to the use of the same color system with different shades of product combination clothing display, which is full of layering.Such as from shallow to deep, or from deep to shallow.

The jumping style is suitable for brands with strong serialization and combination of clothing.Clothing display in deep → shallow → deep → shallow intervals can be used.

The rainbow style is suitable for young brands with more colors, lively styles, and can display the goods in accordance with the colors of the rainbow.

(4) In the color matching of clothing display, we also need to pay attention to skills.Similar color matching, that is, the comparison between two colors, such as beige and white, red and orange, etc.Contrasting color matching, that is, there is a strong contrast between the two colors. This clothing display method will have a greater visual impact, such as white + black, red + green, etc.Collocation of the same color, that is, the two colors belong to the same color, but the depth and light are different, such as rose red and deep red.Strong color matching, that is, the matching of two colors that are far apart, such as yellow and purple.

(5) The same commodity, decoration, POP and other clothing display subjects or logos, advertisements, etc., appear repeatedly within a certain range or on different clothing display surfaces, and strengthen customers' awareness of clothing products or brands through repeated emphasis and suggestive means. visual experience.

(6) By highlighting the characteristics of clothing, or using advertisements, props and mobile landscaping means, aim at the target customers of clothing, make the display and publicity have clear goals, strengthen communication with customers, improve affinity with customers, and arouse customers' attention Interest and goodwill.

(7) Different clothing of the same selling point, different clothing of the same brand and different consumer needs are placed in order according to a certain classification method, so that customers can quickly determine their purchase goals and make selection and purchase conveniently and quickly .

(8) Use clothing, accessories, backgrounds and lights to jointly form scenes of different seasons, different living spaces, different natural environments and different artistic sentiments, giving people a feeling of strong life.It makes people not only get inspiration and aesthetic enjoyment, but also have a sense of being there.

(9) Put related clothing products together for clothing display, such as suits and shirts, ties, belts and other related clothing items, which can be displayed as a complete series of products.In this way, comparison and selection can be carried out effectively, so that customers can have the idea of ​​purchasing as a set.

(10) Use print advertisements, various types of POP, live film and television advertisements and voice advertisements to emphasize the advertising effect for clothing display.

(11) The sizes are displayed from front to back and from large to small.

(12) The thickness and length of fabrics and styles during display are generally from front to back, from thin to thick, from long to short, but sometimes the "plum blossom shape" is often used to create different visual enjoyment and multi-angle display goods.

(13) Cheap clothes are displayed in the front and expensive clothes are displayed in the back.

(14) Clothes of the same grade are displayed as a group of clothing, such as leisure group, business group, sports group, etc.

Planning the product configuration table is the premise
Planning the product configuration table is the preliminary preparation for product display.In countries where the retail industry is quite developed, such as the United States and Japan, product configuration tables are widely used, and general stores have product configuration tables.The product configuration table is the most basic tool for managing and controlling products. Therefore, it is a scientific and reasonable approach for stores to plan the product configuration table before displaying products, and then set up and purchase all hardware.

1. The meaning of the product configuration table
There are certain differences in the expression of the product configuration table in English and Japanese.English expresses the meaning of properly managing the arrangement of goods, while Japanese expresses the meaning of goods being properly arranged on the shelf.Therefore, combining the two points of view, commodity configuration can be defined as "the most effective allocation of commodity layout on the shelf, and planning it in the form of a written form".

2. The role of commodity configuration table
(1) Conducive to commodity positioning management.Commodity configuration table is a management tool for commodity positioning.Product positioning can only be done well with the product configuration table. If the product display work is carried out without proper planning of the product configuration table in advance, the product positioning management will not be able to do a good job.

(2) Implement commodity variety control.In a limited store area, the number of varieties that can be displayed is limited to a certain extent. If you want to effectively control the number of product varieties and maximize the efficiency of the store, you must use a product configuration table.

(3) Strengthen the management of product layout.A big management defect of modern stores is the inability to effectively manage the number of rows of goods.Generally speaking, the number of products displayed in the store ranges from hundreds to tens of thousands. Among the displayed products, some products are very popular, and dozens or even hundreds of products can be sold in a day, but some products may be sold in a day. Only a few were sold, and no one even cared about it.Therefore, when arranging the rows of products, it is necessary to give an appropriate number of rows according to the quantity of products sold.That is to say, the best-selling products have more rows and occupy a large display space; the number of rows of unsold products should be relatively reduced, occupying as little display space as possible.This is an effective way to increase store operating profits.

(4) Effective protection of best-selling products.The sales speed of best-selling products is generally very fast. If there is no product configuration table for the protection and management of the best-selling products, this phenomenon often occurs: when the best-selling products are sold out and cannot be replenished in time, it is easy to lead to relatively slow sales. Unsalable products, even slow-moving products occupy the top of the best-selling products, thus forming a situation where slow-moving products drive out best-selling products.This situation will not only make the store less attractive to customers, but also make the store lose profit opportunities, thereby reducing competitiveness.It can be said that this situation often happens in clothing stores without commodity configuration table management.With the management of product configuration table, the arrangement of best-selling products will be protected, effectively controlling and avoiding the phenomenon that unsalable products drive out best-selling products.At the same time, the vacancies and shortages of best-selling products are also the "focus" for stores to check product replenishment and product display quality, and become the basis for stores to discover and analyze best-selling products out of stock.

(5) Increase store profits.Among the products operated by the store, there are both high-profit products and low-profit products.Any store hopes to allocate high-profit products in good display positions, sell more and increase overall profits; allocate low-profit products in lesser positions to control the sales structure.To achieve this goal, it is necessary to properly configure various commodities through the commodity configuration table.

(6) Improve the overall operating efficiency.When the store expands to a certain scale, it usually develops some chain stores.It is very difficult for the headquarters staff to manage the products of these branches so that the display can meet the requirements of consistency.If there is a set of standard commodity configuration tables to refer to, the operation of the entire chain store will become easier, thereby improving the overall operating efficiency.

3. The production procedure of the product configuration table
The production procedure of the product configuration table can generally be divided into the following steps:
Step [-]: Determine the best business scope of the store according to the survey of the business district and the needs of consumers, that is, to determine the composition of the commodities.

Step [-]: Assign the business configuration map of major categories of commodities according to the business area.

Step Three: Arrange each of the departments into a configuration table.

Step [-]: Collect the single product items that may be operated, and use the business district survey and customer needs as the basis for product selection.

Step [-]: After determining the commodity items, make a comprehensive comparison based on the commodity sales obtained from the market survey and the commodity structure of nearby competitive stores, and initially form the idea of ​​commodity allocation.

Step [-]: Implement the preliminary idea on the shelf, and draw the product configuration table on the spot.

Step [-]: Implement the product configuration table in the store operation, and execute the shelf processing of the products according to the table.

Step [-]: According to the actual operating conditions, the commodity configuration table can be changed or revised.

Step [-]: Make regular corrections and adjustments to the commodity configuration table.The commodity allocation of stores that have entered normal operation cannot be carried out invariably. It should be changed regularly once a month or a quarter according to the operating conditions, and once a year.Only in this way can we ensure the vitality of the store and increase the freshness of the store.

In general, an effective and reasonable product display in the store is inseparable from the guidance of a comprehensive and standard product configuration table.

4. Production of commodity configuration table
As a highly practical and operational task, the production of commodity configuration tables requires store staff to treat it with a serious and cautious attitude.Under normal circumstances, the staff first do the experimental configuration of the shelves, and then make the product configuration table after satisfactory results are achieved.Each shelf is the basis for making a product configuration table. Usually, a shelf should have a product configuration table.To design the product configuration table format, you must first determine the shelf standards, and then display the product name, specification, code, number of sides, and selling price on the table.

Implementation steps of clothing display work

The procedures and steps of clothing display work mainly include the following aspects:
1. Divide the clothing product category area in the clothing store

First divide the store area, set the key display area, auxiliary display area, accessories display area, special sale area and display positions.Reasonably match each display area, so that the main and auxiliary complement each other and echo each other, increasing the interest and layering of customers' browsing.

Key display area: It is mainly composed of the walls on the left and right sides behind the main entrance of the store, and it can be composed of nearby shelves depending on the situation.

Auxiliary display area: It is mainly composed of walls on the left and right sides of the cash register, and it can also be composed of more chaotic partition walls depending on the situation.

Accessories display area: It is also a kind of auxiliary display area.

Display stand and special sale area: The display stand is composed of display areas such as display windows, boutique cabinets, and model positions. The special sale area can be opened as a separate place according to the situation, and marked with obvious signs, which are clearly different from the regular price area.

2. Refer to the sales data classification of clothing products in clothing stores

Display Commodity display should be based on the sales plan, and combine the company's main products with the local and current conditions.The main idea of ​​image store display is to carry out correct classification and placement to achieve the effect of publicity and promotion.

3. Set the main colors and main styles of clothing products in the area

On the basis of classified display, attention should be paid to the display by color, size and serialization. The colors are displayed in the order of small to large from the outfield to the infield or from left to right. The centralized display of similar products should be of the same color or close to the color. In order of size.The top priority is arranged in the key display area and the auxiliary display area to achieve the effect of focus.Pay attention to creating themes, serialized display, highlighting the story, arousing consumer recognition and increasing sales opportunities.

4. Make a good rendering of the display area in the clothing store
(End of this chapter)