In China, brands have begun to attach importance to the role of display, but it is only a matter of nearly 10 years. After entering the year 2000, more and more companies are beginning to realize that terminal display will greatly help brand communication and sales performance improvement. Therefore, the brand not only stayed on the original store location, which is the basic factor that affects store sales, but also began to pay great attention to decoration design, product display, window display, etc., placing display and visual marketing in the enterprise. The important position in the marketing elements has taken a big step in winning the terminal.
The weapon that wins in the terminal-clothing display
Display and foreign brands
In 1885, a British tailor named Voss hung his design work in a fashion store, which not only attracted the king''''s nobility to stop, but also welcomed him A large number of foreign merchant orders. This is probably one of the earliest and most successful display cases that can be traced back.
So far, display, as an indispensable part of the Chinese clothing industry, has been developed in developed countries in Europe and America for more than 100 years. In the course of more than a century of development, each country has gradually formed a unique "label" with a relatively distinctive display style: the American style is more frank and crisp, the British style is more traditional and rigorous, and the Italian-French style pursues noble and simple.
In Asia, Japan and South Korea started earlier and developed better. Japan''''s clothing display style combines various characteristics to highlight the delicate taste of clothing. South Korea also has its own genre and pays attention to the variety of different items, which is full of change.
In fact, many celebrities have been active in the history of the development of clothing display. The most famous of them is the world-famous fashion godfather Giorgio Armani. His first job in the field of clothing was to display windows for the famous Italian department store LaRinascente. It is also because of the origin of the display division that Giorgio Armani has a deeper understanding of the clothing display in the store: "We want to create an exciting and unexpected experience for our customers while maintaining the whole. Clear and consistent identification. Every part of the store is expressing my aesthetic ideas. I hope to show my design in a space and an atmosphere to provide customers with a deep experience. "
Especially foreign fast fashion brands are not only the beneficiaries of terminal display, but also active promoters. For example, ZARA and Uniqlo, apart from keeping new products to the store every week, basically have no advertisements or fashion shows. Their fashion is reflected in the store display system, and there is a great demand for clothing display divisions.
ZARA has a unique perspective on the display: "Although the number of items in each series is limited, by renewing the inventory twice a week, the products are rotated. The store is still refreshing every day. This is the good effect of making a display plan in advance. Customers can''''t help but look around in the store, they feel that the store is always updating. "
And some luxury brands, the requirements for display are almost harsh. Not only is it divided into indoor display and outdoor display, even in the window display, even if it is garbage, it must be handled by a dedicated garbage cleaner, not just two cleaners. Not to mention the lighting, props, and clothing matching itself, even the position of the price tag on the clothes is very particular.
As a century-old display in Europe and the United States, what is the gap with the display of domestic brands? To this end, we interviewed Zhou Tong, a well-known display expert, who said: "Domestic display cannot be compared with foreign countries in three aspects. First, budget investment. Many foreign fashion brands'''' window investment each quarter will reach 20,000. Above, taking Diesel as an example, Diesel will change the window every month, and the cost of each window will be more than 10,000. The calculation is very large in one year, which is not comparable to the cost of domestic investment in display. The difference in investment leads to The quality of visual promotion and the space that can be used are limited.
Second, it is the difference in the quality of industry talents. European countries and the United States and other developed countries, There are majors in visual communication in design colleges. Combining product design and marketing in professional design, there will be commercial visual communication talents training, and talent supply, reserve and development are relatively early. In the 1980s, Western The talents for display and design in the fashion market are relatively mature, and there is a certain amount of space and protection in terms of employment and treatment. At that time, our fashion market did not have Display, so we are relatively backward in the display of talent and technology factors, and are a rising star.
Third, it is a business idea. The high fashion industry is from France, Italy And aristocratic cultures based on haute couture developed in the United Kingdom and the United Kingdom. They pay more attention to brand culture and personality when making brands. Therefore, most luxury brands are concentrated in Europe. We have a relatively late development of apparel brands and more of our brand operators. Focusing on commercial profit is the most important goal, so there is no cultural heritage in the business management concept. These three points cause us to have a big gap with foreign counterparts in the display. "
Domestic brands are paying more and more attention to display
Compared with foreign countries, the development history of display in China is still very short. However, domestic brands and stores have shown a rapid increase in awareness and emphasis on display. Because the influence of display on clothing brand terminals is becoming increasingly prominent, brand companies and stores have realized the importance of display to many aspects such as brand culture and sales performance.
British researcher Danny Miller once said in his book "Theory of Shopping" that the shopping kingdom will never buy more. Selling, scares people away, but provides a spectacular, artistic atmosphere, making every product meaningful, and every customer is looking here.