How To Attract Customers For Clothing Store Display 12 Clothing Store Display Skills Sharing

Now is the peak season for clothing investment attraction and franchise, and many entrepreneurs choose to find a suitable clothing brand to open stores at this time. But for clothing franchise stores, success is not just about finding a good brand. The mentality, conditions, display and operating skills necessary for opening stores need to be mastered in advance, Today, Burgundy Fragrance Women's Wear is going to have a look at the display skills of the clothing stores. The display skills of 12 clothing stores are for your reference.

　 1、 What should be considered for terminal display

1. Attract customers' attention. The centralized display of a variety of products, large area display of a single product, thematic display of promotional activities and other ways to attract customers' attention.

2. Reflect and enhance the brand image. Display is the way to show products and brand image to customers, so pay attention to whether it is conducive to the embodiment and promotion of brand image at any time.

3. Intercept target customers most accurately. It is necessary to analyze the store environment and customer habits, and display products in the place where the target customers are most likely to arrive.

4. Rationalization comparison with similar products. Put your own products in the same level and type of area to form a reasonable comparison of brand, variety, price, etc. with other similar products, and avoid unreasonable comparison of different types of products.

5. Rationally use the display area to maximize sales.

6. Increase the contact opportunities between products and customers. Whether it is to find a new display location or expand the original display area, the more opportunities for products to contact customers, the greater the sales opportunities.

7. Reflect the primary and secondary structure of the product. Instead of evenly distributing display areas for all products, it is necessary to divide the size of display areas, the quality of display locations, and the display of products with primary and secondary importance.

2、 Selection of terminal display position

1. The display must be close to your main competitors.

A. Remember the old adage that "birds of a feather flock together". What products do you often associate with? In the long run, consumers will think they are all products of the same kind.

B. At the same time, the consumer groups of your main competitors are also the target consumers. You can use its appeal to attract customers for you. Then successfully intercept the potential customers of competitors through promotional personnel and promotional activities.

2. A relatively concentrated special price activity area will attract many customers. Just like some customers look for products with special prices in the store leaflet, customers will also think that the products in the special price activity area are more favorable.

3、 How to get a good display position

1. Strengthen the business penetration of terminals. In addition to leading brands, other brands must have good customer relations if they want to have a good display location and large display area. The distribution of display positions has a lot to do with the investment manager, store purchase, counter manager and store tallyman.

2. Grasp the opportunity to adjust and expand display. It is difficult to find the ideal display location and sufficient display area once the product has just entered the site. As long as we grasp the opportunity, we can adjust the location as better as possible and the area as larger as possible.

A. There are times when brands with poor sales are removed from the counter.

B. When new products enter the site and need to be adjusted.

C. Seasonally adjust the product variety structure.

D. Large festivals, store celebrations, special price activities, etc.

3. Strive for display support on the condition of promotion activities. Negotiate with the store through special price activities, buy and give activities, etc., to win special display support, and at the same time expand the display area of the shelf, and continue to occupy the expanded display area after the event. Don't miss any opportunity. Even if you sample one more product, your display will become larger and larger. If you don't care about this "trivial matter", other brands will "eat" your territory, and your display will slowly shrink and sales will decline.

4、 Problems to be considered before window design

1. Consider the customers' line of sight:

Although the shop window is static, customers are walking and moving. Therefore, the design of the window should not only consider the customers' static viewing angle and the best line of sight height, but also consider the visual effect of the window from far to near, as well as the "moving scenery" effect in front of the window. In order for customers to see the effect of the window at the farthest place, we should not only make a difference in the creativity of the window, but also make the theme simple. At night, we should properly increase the light brightness in the window. Generally, the light brightness in the window should be 50-100% higher than that in the shop, and the illumination should reach 1200-2500Lx. In addition, customers generally walk on the right side of the street. When passing through the specialty store, they usually pass through the store from the right side of the store. Therefore, in our design, we should not only consider the display effect of customers standing in front of the window, but also consider the effect that customers see through the window sideways.

2. The shop window and the store should form a whole:

The shop window is a part of the store. In terms of layout, it should be consistent with the overall display style of the store to form a whole. In particular, the transparent shop window should not only coordinate with the style of the whole store, but also consider the color coordination of several groups of shelves closest to the shop window.

In practical applications, the display style in the store is often forgotten. As a result, we can see that the design of the window is very simple, but the inside is very complicated. Or the outside is very modern, but the inside is very classical.

3. Respond to the marketing activities in the store:

From another point of view, the shop window is also like a preview of a TV play. It tells a general business information and transmits sales information in the store. The transmission of this information should correspond to the activities in the store. For example, if the theme of "new clothes coming into the market" is in the window, the theme displayed in the shop should also focus on new clothes, and the corresponding number of new clothes should be reserved to meet the needs of sales.

4. The theme should be concise and distinctive, and the style should be prominent:

We should not only consider the shop window in our own shop, but also enlarge the shop window to the whole street. In fact, your shop window only occupies a small section on the whole street, just like a section in a film, which is fleeting. Customers stay in front of your window for a small period of time. Therefore, the theme of the shop window must be distinctive, not just this but also that. Use the most concise display method to tell customers the theme you want to express.

5、 Design method of window

There are many ways to design the window. According to the different size of the window, we can make different combinations and ideas for the window. The small window is the epitome of the large window. As long as you master the basic design rules of the window, you can calmly deal with the design of some large windows.

At present, the stores of the main stores of most domestic clothing brands are mainly single storefronts and two storefronts at the end of the market, and the size of the window is basically between 1.8-3.5 meters. This kind of small and medium-sized shop window basically adopts the display mode of two to three models. Therefore, according to the actual situation, this paper mainly introduces the basic combination method of shop window composition with three models as examples.

1. Basic combination form:

Model props and clothes are the most important elements in the shop window. A simple and extreme shop window also has these two elements. At the same time, these two elements also determine the basic frame and shape of the shop window. Therefore, learning the display mode of the shop window can start with the combination and arrangement of models. Different combinations and changes of models will produce a sense of spacing, echo and rhythm. Different arrangement will give people different feelings.

While changing the arrangement and combination of models, we can also get more interesting changes from changing the clothing matching of models. In addition, we usually choose the same series of clothes that appear in the same window, so that the color and design style of the clothes will be more coordinated and the content will be more concise. In order to enrich the window display, we also need to adjust the length, size and color of this series of clothes.

There are several basic combinations of models and clothes:

A. The spacing is the same and the clothes are the same.

In this arrangement, each model is equidistant from each other, with a strong sense of rhythm. Because the clothes they wear are the same, they are eye-catching. It is suitable for promotional activities and casual wear brands. The disadvantage is that it is monotonous. In order to change this situation, the most common way is to move the position of the model. Or change the clothes on the model for adjustment. Both changes will bring a new feeling.

B. The spacing is different and the clothes are the same.

Because the distance between the models is changed, a sense of musical rhythm is generated. Although the clothes are the same, they will not feel monotonous, giving people a sense of beauty of regularity and tidiness.

C. The spacing is the same, but the clothes are different.

In order to change the monotony of the above arrangement, we can change the clothes on the model to obtain a new combination of clothes. Due to the change of clothing, this combination has another interesting change in the rules.

D. Different spacing, different clothes.

This is the most commonly used fashion arrangement in our shop window. Due to the change of model spacing and clothing, the whole shop window presents a lively and natural style.

E. Add some small props and clothing accessories to make the window more varied.

2. Comprehensive combination of changes:

After mastering the basic display methods, the next step is to consider the design changes and combinations of the whole window.

A. Pursue harmonious and beautiful rhythm:

The specific performance is in the distance between models, the arrangement, the color depth and area of clothing changes, the up and down position, and the direction of the line in the window. From the control of the length of the clothes and the size of the area of various colors, the clothes are displayed in a normal way, but also in a dress tied on the waist, and then echoed by red bags and red shoes. Through a series of combination and arrangement of clothes and props, the customers' sight is affected. In addition, the different directions of models make this window with only two main colors show rich changes.

The dressed models and white models are displayed at intervals. Full of musical rhythm, the background curve is like waves and wind, and the whole window gives a very lyrical feeling.

B. Pursue a strange and exaggerated sense of impact:

In this way, the most common way is to put the model's photo posters into extra large size, or repeatedly arrange some objects to create a quantitative visual impact. Or put some unconventional things together to expect the attention of pedestrians.

"You only have a 10 second chance". In general, the width of the front of a clothing store is generally within 8 meters. According to the speed of ordinary people, the passage time is about 10 seconds. How to catch the eyes of customers in this short 10 seconds is the most critical problem in window design.

　 6、 Basic principles of commodity display

In addition to the basic elements of display, from the overall perspective of display, there are more important functional elements, including theme, focus, balance, proportion, composition, color, space planning, consensus convention, repetition effect, capacity planning and serialization, and other principles of ergonomics. They are comprehensively used in the basic operation process of display. The adoption of these principles will help you to arrange various series of products from the overall perspective, give the most prominent position to special products, and how to match different types of products and color matching. The overall display with concise form and rich connotation has only one purpose, so that possible sales can be achieved as soon as possible.

1. Theme From the display effect of the whole store, customers can feel the brand culture of a brand. That is, the style, product positioning and market positioning of a brand. The theme should change with the seasons and promotions. When seasons change, customers can clearly know the main products and colors of the season from the display effect of the whole store; In different promotional activities, customers can clearly know the specific content of this promotional activity.

2. Focus On each display panel, the first point of view to attract attention is the focus, for example, the focus in the whole store is the image sign behind the cash register. The focus is usually located at or above the horizon. POP posters with strong color contrast or product combinations are often set as the focus. It can guide and expand customers' attention in an orderly manner, and play a visual role of echo and prompt. Each display panel must set the focus and highlight the theme. The focus is usually some representative styles in the series, supplemented by matching products, and then combined with POP posters. There must be relative products near POP.

3. The color theme with orderly colors gives the whole store a bright and orderly visual effect and strong impact. In the display, color contrast is often used as the focus or to create the color gradient effect of goods display, so that customers can have a sense of rhyme, coordination and hierarchy, and easily sell target goods.

4. Balance is in line with people's psychological orientation, which leads to a harmonious, stable, orderly, concise and clear vision. The principle of balance can be used to orderly arrange products and deliver consistent visual effects. The principle of balance runs through the whole wall and individual backplane combination display, and attention should be paid to the relevance of product series.

5. The convention and consensus are based on the principle of human engineering, and the principles of space layout, light setting, flow direction guidance, size proportion, etc. are reasonably displayed. The distance between the shelves in the middle of the store shall not be less than 120cm. The flow direction of customers after entering the store shall be smooth and convenient, and they can contact as many goods as possible. The store shall have sufficient light, no dark places and dazzling lights. The placement of customers' shopping habits shall be considered as far as possible, so as to shorten the distance between customers and products to the greatest extent, and trigger customers' consumption desire.

6. Repetition effect/capacity planning/proportional repetition effect can create visual interest, highlight continuous and color block effects, pay attention to unity and contrast, and efficiently use space to form a strong visual impact. This principle is applicable to the display of main products or new season products, especially the repeated effect of multi camphor in actual operation. For example, different sampling methods are used for the same dress, and the model display, front hanging and matching methods are used at the same time to highlight the key points and maximize the image of oneself. Capacity planning includes display capacity, inventory capacity and goods circulation cycle capacity. Effectively master and control the display quantity per unit area or shelf, the combined sales capacity and inventory of the store, effectively use the space settings, form a unified and clear sequence and visual impression, so that the goods in the store will not be too sparse or too crowded, and achieve a dense space, effectively improving the turnover rate of goods. A reasonable proportion position is conducive to improving the overall image of the display of serialized products, mastering the sales rhythm, reasonable layout and grasping the sales dynamics. (For example, the space ratio of POP, material display and goods display in the store should be 20%: 80%; the capacity of goods displayed in the store should be 65%: 35%, etc.)

　 7、 Display steps

1. The space setting first divides the store area, and sets up key display area, auxiliary display area, accessory display area, special sale area and display space. Reasonably match each exhibition area, so that the main and auxiliary parts complement each other and echo each other, increasing customers' interest and sense of hierarchy in browsing. Key display area: mainly on the left and right walls behind the main door of the store, and can be matched with nearby shelves according to the situation. Auxiliary display area: mainly on the left and right walls of the cash register, and may also be composed of more disorderly divided walls. Accessory display area: also a kind of auxiliary display area. Exhibition booth and special sale area: The exhibition booth is composed of display areas such as shop window, boutique cabinet and model booth. The special sale area can be divided into a separate area and marked with obvious signs, which is obviously different from the regular price area.

2. Classified display of loan products The display of goods should be based on the sales plan, combining the company's main products with local and current conditions.

3. Notes: On the basis of classified display, attention should be paid to the display by color, size and serialization. The colors should be displayed from outfield to infield or from left to right, in the order of small to large. For the centralized display of similar products, the same color or similar colors should be arranged in the order of size. The key exhibition area and auxiliary exhibition area are respectively arranged to achieve the focus effect. Pay attention to creating themes, serializing displays, highlighting stories, arousing customer recognition and increasing sales opportunities.

4. Taboos

A. The product has no series of accessories and is sold separately.

B. The goods are combined with unrelated props and POPs, and the theme is unknown.

C. The POP is damaged and has not been replaced after the season.

D. Put decorations or POPs on the walls, mirrors, shelves, etc. of the cargo area.

E. Too many independent and scattered decorations used for decoration have nothing to do with the theme of product promotion, and cannot echo the customer's aesthetic.

5. Display update

A. Each exhibition area regularly sets up new focus and uses new POPs.

B. Frequently update the partial display form of products or adjust the position of all products.

C. Re plan the goods display pattern and model display of the freight yard every 1-2 weeks.

D. Replace the model and the dress accessories for hanging display every 3 days.

E. In case of out of stock, the products suitable for hanging shall be listed as far as possible, and diversified combination and lining shall be carried out to reduce the vacancy in the cargo area.

6. Display mode

A. Rainbow:

For stores with rich product colors, the products can be displayed according to the rainbow color combination: used for brands with more colors, lively style and young. By products such as ties and scarves can also be used appropriately.

B. Key type:

Also known as jumping. The deep shallow deep shallow interval display of products can be used. You can also use the length of goods to display in combination. It is used for brands with series and strong combination.

C. Gradient:

Use products of different shades in the same color system to display in combination to create a display effect with a sense of hierarchy. It is suitable for display of all kinds of clothes.

　 8、 The golden law of effective display

1. Planning and preparation:

First of all, prepare the necessary display equipment and tools, including display aids, pins, paste, staplers, scissors, nails, tape, shelf slings, price labels, etc., and make corresponding plans and preparations.

2. Customer relationship:

Only with a good customer relationship can we obtain customer support and strive to create a good display performance. Make friends with customers, persuade customers with the advantages of display, try to attract customers' interest and attention, respect their objections, consider problems from the customer's perspective, and strive for them with patience.

3. Opportunities for customers:

In retail stores, we must strive for opportunities to occupy the display location with the best sales performance. To do a good display, we should generally consider the following issues:

A. Know which customer or customers you need to display.

B. Determine the type and quantity of goods to be displayed.

C. Find the right place.

D. Explain the concept of display and emphasize the benefits of display.

E. Respond to the objection of the retailer, obtain consent, and let the customer agree on the display time, etc.

4. Be familiar with the corresponding display aids

Special knowledge should be given to posters, shelf ropes, boxes, counter displays, pendants, samples, instructions, labels, etc.

5. Make full use of imagination to display

Try to make effective use of all available space, and consider whether there are different ways to use your display aids to make the display more prominent; At the same time, make clear what competitors are doing and take corresponding countermeasures; Use relevant equipment to strengthen the existing display and make it conspicuous; Finally, determine whether the display is consistent with the product positioning.

6. Tips for display

A. Try to make it convenient for customers to take it.

B. Don't let posters or displays be covered by other products or things, so as not to be robbed of sales opportunities by competitors.

C. Do not make it difficult for retailers to stack and replenish goods, because retailers will refuse display requirements if they feel troublesome.

D. Do not stack different categories of products together.

E. Try to occupy a good position. The main traffic route that customers often or must pass is the first choice.

F. The display can be seen from the outside to attract customers.

G. Use signs to guide customers to purchase, so that customers can find the display location of products. Try to display the products close to the cash register so that customers can see them when they pass or when they are waiting for payment.

H. If it is a weak brand, try to display the products next to the first brand.

1. Tips for getting on the shelf: the products on the shelf are at least consistent with their market share, and the products with the largest market share account for 70% of the same category of goods. All products shall be displayed according to their contribution.

7. Inspection and evaluation of display

In order to ensure effective display, the product display should be inspected and evaluated finally, and the following factors should be considered:

A. Whether the display location is in the hot spot

B. Whether the display is dominant in this store

C. Whether the size and scale of display location are appropriate

D. Whether there is clear and simple sales information

E. Whether the price discount is prominent, eye-catching and easy to read

F. Whether the product is easy to take

G. Whether the display is stable

H. Whether it is convenient for quick replenishment

1. Whether the displayed products are clean and tidy

J. Whether the retailer agrees to keep the display for a certain period of time

K. Whether display aids are properly used

　 9、 How to create a store atmosphere

Creating a good atmosphere is a very important factor that affects customers' purchase of goods.

In general, it is not difficult to imagine what the market would be like if there were no ways to adjust the atmosphere when customers came to the store? At this time, the shop assistant either stood by the counter or hid behind the counter secretly, looking at the store with wide eyes. At the same time, some people would yawn due to physical exertion. This atmosphere was contagious, and other shop assistants would also become sleepy. The whole store showed a dull atmosphere. When customers came to the store, the situation was self-evident.

Some shop assistants can't understand the importance of atmosphere to sales very well. They go to live and say: "Our job is to sell goods to customers. Since customers don't come, waiting for customers is part of my job. As for other things, what else can I do?" They often stand seriously, but what can I do if customers don't come? In fact, this practice will make the atmosphere of the sales scene more heavy. Just think about what it would be like for many shop assistants to stand without saying a word. Therefore, when such a situation occurs, as a regulator of the atmosphere, the clerk should first have a sense of hurry. Even if it is pretended, it is much better than standing still. For example, it's OK to hold a commodity in hand or chat with other friends, as long as the voice is not too loud, so as not to spread outside.

A manager of Nihonbashi Shopping Mall once said: "As a shop assistant, if you leave the goods without customers, you will wander around at a loss, which is a natural enemy to the sales atmosphere". What he means is that when there is no customer coming, the clerk can't leave the goods by hand. You can take the goods off the counter, touch them with your hand, look carefully, look at the inside, and see the instructions; Or rearrange the position of the goods, and put some good selling goods in the most prominent place. When customers see the action, it is like adding the goods to the counter, so it is easy to sell.

Some stores think that this is too pretentious. Sometimes they stop their business when they don't see customers coming when they are busy. Because when the customer sees your busy figure, it is also an atmosphere influence on him, so it is easy to make a quick decision when buying goods, which is extremely beneficial to sales.

When there is no customer coming, you can sort out and check the goods to prepare for the next sale. When there is no customer coming, the salesperson should not waste time idly, and should do the following work well, so that he can start serving customers at any time.

1. Check the goods

Although the goods sold in the mall have passed the factory quality inspection, it is still impossible to be perfect, and it is inevitable that some defective products will flow into the store; Sometimes, although the incoming inspection goods are good, they may be damaged in the process of moving and displaying, or may break down or be damaged after being touched by many customers. If the salesperson gives these bad goods to customers, the reputation of the mall will be affected. Therefore, the shop assistant should do a good job in commodity inspection.

2. Arrangement and supplement of commodities

After the goods are selected and purchased by customers, it is easy to cause reduction and disorder. If the salesperson ignores this situation and always makes the customer unable to buy what he needs, or asks him to find out what he likes from the disordered goods, then the customer will be bored. Therefore, the salesperson should make some records of the goods in his spare time, so as to really grasp the status and location of the goods. And before going to work every day, or after work, sort out and replenish the goods, so that the counter is always clean and the goods are in good condition.

3. Change of commodity display

Because the sales volume of commodities often changes, the display mode of commodities should also be changed. More commodities with large sales volume should be displayed and placed in conspicuous and accessible places.

10、 Performance skills of commodity display

（1） Main factors of commodity display

1. Brightness:

The basic lighting in the store must be kept at a certain brightness so that customers can see clearly when shopping and visiting. The commodity itself can also highlight its uniqueness.

2. Display height:

A. The gold belt (80cm - 120cm) is the most visible and accessible space for displaying main commodities, key commodities and seasonal commodities.

B. Above the gold belt (120cm - 180cm) and below the gold belt (60cm - 80cm)... Next to the space where the gold belt is easy to see and touch, the quasi main commodities and general commodities are listed.

C. The atmosphere space (above 210cm) displays samples or uses colors.

3. Concept of commodity category:

According to the shape, color and price of the goods themselves, the display methods suitable for customers to purchase and visit are also different. Generally speaking, it can be divided into:

A. The smaller the size, the larger the size.

B. The cheaper is the first, the more expensive is the last.

C. Those with darker colors are in the front, and those with bright colors are in the rear.

D. Seasonal goods and popular goods come first, and general goods come last.

4. Segmentation of shelves:

1. Upper layer: display some representative and "feeling" goods, such as well-known goods in the category.

2. Gold layer: display some featured and high profit commodities.

3. Middle level: display some stable goods.

4. Lower floor: display some heavy goods, as well as goods with high turnover rate and large volume.

5. Focus display: use lighting, color and decoration to create atmosphere and focus customers' attention.

6. Display of seasonal commodities.

（2） Standardization of commodity display

1. The product label is facing the front, which can make customers clear at a glance and convenient to take. It is also the most basic way of display.

2. The display of safety and stability can make open shelf stores free from the danger of automatic collapse of goods, especially the top goods.

3. The display height at the top must be uniform.

4. Vertical display of goods: the so-called vertical display, where the eyes move up and down more freely and conveniently than moving left and right, can also prevent customers from missing the displayed goods.

5. According to the height of the goods, flexibly adjust the shelves to make the display more varied and balanced.

6. Keep the store clean and pay attention to hygiene.

（3） . Special display for changing the display

1. Use the wall.

2. Use columns.

3. Use the counter.

4. Extensive display.

5. Hanging display.

6. Beautifying and decorative display.

7. PoP presentation.

（4） Methods and key points of clothing display

For example: hanging standard

1. Three to five pieces of clothes of the same style should be hung adjacent to each other at the same time, and the size should be full. The clothes with more sizes should be listed in the popular sizes.

2. Hanging products must be kept clean and tidy, and goods with creases should be ironed and leveled before hanging.

3. Remove pins, clips and threads, and put buttons, zippers or belts in place.

4. For non cardigan or knitted goods, the hanger must be placed from the bottom of the clothes when hanging.

5. The products of series styles use the same hanger.

6. The distance between side mounted goods shall be between 6CM and 8CM.

7. Hanging size sequence should be from front to back, size from small to large: from outside to inside, size from small to large.

8. The hanging color of the front line is gradually changed from outside to inside, from front to back, from light to dark, and from light to dark. The color of the side hanging is gradually changed from front to back, from outside to inside, from light to deep, from light to dark.

9. Goods of the same kind and series are listed in the same display area.

10. The distance between clothing hanging and the ground should not exceed 15cm.

11. Clean, handle and replace the damaged goods in time.

12. Place the main products or products with strong colors on the main wall so that customers can understand the theme of the products.

13. Models shall be placed near the hanging area to show the clothes hung in the area. Configure POP at the same time.

11、 Psychology of commodity display

To a great extent, commodity display is related to people's psychology and behavior. Generally, shops will place the main products, new products and important profit products on the right side. This is because most people are accustomed to using their right hands, so they always like to pick up things from the right side. If the store is large, special attention should be paid to the customers' entry and exit. Generally speaking, the place where customers first arrive at the store and the place where they finally leave the store is the best place for sales of goods, which is a golden place for the store. However, whether it is better to import shops or export shops depends on the category and variety of goods sold.

12、 Design display themes that attract customers

When displaying goods, pay attention to the theme of attracting customers. Sometimes a store can launch several theme displays at the same time, which do not interfere with each other, but promote each other. Under the premise of highlighting the theme, arrange the goods for decoration and beautification. In the theme exhibition area, irrelevant goods and superfluous goods should be removed so that customers can focus their attention.

Generally, shops can display such themes:

1. Centralized display of popular goods;

2. Centralized display of newly listed commodities;

3. Centralized display of commodities that reflect the characteristics of the shop operation, such as XX yuan commodity area;

4. Centralized display of seasonal commodities;

5. Centralized display of emergency commodities, focusing on events or major events known to people in a region;

6. Centralized display of commodities with unique shape or function;

7. Centralized display of related goods or series of goods;

8. Centralized display of trial sale commodities or discounted commodities.

How to attract customers for clothing store display? The above is the display skills of 12 clothing stores shared by Buganxiang Women's Wear. I hope it can help you.