How To Attract Customers? How To Share The Display Skills Of Twelve Clothing Stores?

At the moment is the golden nine silver ten clothing investment to join in the busy season, many entrepreneurs choose to find a suitable clothing brand to join the shop at this time, but for the clothing store, the success is not just to find a good brand. The necessary mentality, articles, display and business skills need to be mastered ahead of time. Today, Burgundy women's wear is coming with you to see the display skills of the clothing store, and twelve display skills of the clothing store for you to set up shop reference.

　 First, what issues should be considered in terminal display?

1. attract customers' attention. Customers should pay attention to centralized display of various products, large scale display of single products, and thematic display of sales promotion activities.

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

3. the most accurate interception of target customers. To analyze the store environment and customer habits, display products at the most likely destination for the target customers.

4. comparison with similar products. Putting their products in the same grade and type area can form a reasonable comparison of brands, varieties, prices and other similar products, so as to avoid unreasonable comparison of different types of products.

5. make rational use of display areas to maximize sales.

6. increase opportunities for product and customer contacts. The more opportunities the products and customers are in contact with, the greater the opportunity to sell, whether to find a new display position or to expand the original display area.

7. reflect the primary and secondary structure of the product. Instead of distributing the display area equally to all the products, it is necessary to divide the size of the display block, the quality of the display location, and the main display products.

Two. Selection of terminal display location

1. display must be close to your main competitors.

A, remember the old saying that "like birds of a feather flock together", your products are often with what products. After a long time, consumers will think that they are all products of one kind.

B, at the same time, your main competitor's consumer group is just the target consumer. You can use it to attract customers. Then we can successfully intercept the potential customers through promoters and promotions.

2. a relatively concentrated area of special offer, which attracts many customers. Just like some customers are looking for products with special offers with sales leaflets, customers will also think that the products in the special area are more favorable.

Three, how to win a good display position.

1., strengthen the penetration of terminal business. In addition to leading brands, other brands must have a good customer relationship if they want to have a good display location and large display area. The allocation of display locations is very much related to investment manager, store purchasing, cabinet length and merchandiser.

2. grasp the opportunity to adjust and expand the display. It is difficult to find the ideal display location and enough display area once the product enters the field. As long as the time is right, the better the location is, the bigger the area is.

A, when there is a poor sales brand.

B, when new products need to be adjusted.

C, seasonal adjustment of product mix structure.

D, large-scale festivals, shops, special events, etc.

3., on the basis of promotional activities, strive for support on display. Through special offer activities, buying gifts, etc., negotiate with stores, strive for special display support, and expand shelf display area at the same time, and continue to occupy the enlarged exhibition area after the event. If you don't let go of any opportunity, even if you produce more products, you will get bigger and larger display. If you don't care about this "trivial matter", other brands will "encroach" your site, your display will slowly shrink and sales will decline.

Four, the problems that need to be considered before the window design.

1. consider customer's walking sight:

Although the window is static, the customer is walking and moving. Therefore, the design of the window should not only consider the static viewing angle and the best line of sight of the customer, but also consider the visual effect of the window from far to near, and the effect of passing the scene through the window. For customers in the farthest place you can see the effect of the window, we not only in the creativity of the shop window to make a difference, the theme is concise, at night should also properly increase the brightness of the windows, the general lighting in the shop window is 50 to 100% higher than the shop, and the luminance is 1200 to 2500Lx. In addition, customers usually walk on the right side of the street. When they pass a franchised store, they usually cross 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 sideways through the window.

2. windows and stores should form a whole:

The window is a part of the store, and the layout should match the overall display style of the store, forming a whole. Especially the transparent window should not only consider the coordination with the whole store style, but also consider the color coordination of the shelves closest to the window.

In practical applications, we often forget the display style in the store. As a result, we see such a picture: the design of the window is very simple, but the inside is very complicated. Or the outside is very modern, but the interior is very classical.

3., we should echo the marketing activities in the store.

From another point of view, the window is like a notice of a TV play. It tells a general business information to convey sales information in the store, and the transmission of such information should echo with the activities in the store. For example, the theme of "new clothes listing" is displayed in the window. The theme of the shop should also be based on new clothes, and reserve the corresponding quantity of new clothes to meet the needs of sales.

4., the theme should be concise and distinct, and style should be highlighted.

We should not only consider the shop windows in our own shops, but also enlarge the windows to the whole street. In the whole street, your window is only a small section, just like a passage in a movie, which is fleeting. It's a little time for customers to stay in front of your window. Therefore, the theme of the window must be distinct, and it should not be publicized. Use the most concise display to inform the customer of the topic you want to express.

Five, window design techniques

There are many ways to design window displays. According to the different window sizes, we can make different combinations and ideas for the windows. A small window is a microcosm of the big window. As long as we master the basic design rules of the window, we can deal with some large window design.

At present, most of the main shops of clothing brands in China are mainly based on single facade and two facades, and the size of the window is basically between 1.8 and 3.5 meters. This small and medium-sized window displays basically two to three models. Therefore, according to the actual situation, three models are introduced as an example to introduce the basic combination method of window display.

1. basic combination form:

Model props and clothing are the most important elements in the window. A simple and extreme window will also have these two elements. At the same time, these two elements also determine the basic frame and shape of the window. Therefore, the way to display the window display can start with the combination arrangement of the models. Different combinations and changes of models can produce intervals, echoes and rhythm. Different arrangements will give people different feelings.

While changing the arrangement and combination of models, we can also get more interesting changes from changing the clothing collocation of models. Besides, in the same window, we usually choose the same clothes, so the color and design style of clothing will be more harmonious and the content is more concise. In order to make the windows more varied, we need to adjust the length, size and color of this series of garments.

There are several basic combinations of models and clothing:

The A. spacing is the same and the clothing is the same.

In this way of arrangement, each model has a strong sense of rhythm by adopting the equal distance method. Suitable for promotional activities and casual wear brand, the disadvantage is that there are some monotonous. In order to change this situation, the most common method is the location of mobile models. Or change the clothing on the model to adjust. The two changes will bring a whole new feeling.

B. spacing is different and clothing is the same.

Because of changing the distance between models, a rhythm of music is produced. Although the clothing is the same, it will not feel monotonous, giving people a sense of regularity and tidiness.

C. spacing is the same and clothing is different.

In order to change the monotony of the above arrangement, we can change the clothing on the model to get a new change of clothing combination. Because of the changes in clothing, this combination has made an interesting change in the rules.

D. spacing is different and clothing is different.

This is the most commonly used arrangement of clothing in our windows. As the spacing between models and clothing changes, the whole display window presents a lively and natural style.

E. and some small props and kimono accessories make the windows more varied.

2. a comprehensive combination of changes:

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

A, in pursuit of a harmonious and beautiful sense of rhythm:

The specific performance is the distance between the models, the way of arrangement, the color depth and area of the clothing, the interposition of the upper and lower positions, and the direction of lines in the window. From the length of the clothing and the control of the size of the various colors, the way of clothing display has normal wear and dress, and also the dress on the waist, and then echoes through the red bag and red shoes. Through a series of combinations and arrangements of costumes and props, the customer's line of sight is affected, with the different changes in the direction of the model, so that the two main colors of the shop window show rich changes.

The clothing models and white models are displayed at intervals. The rhythmic feeling of music, the curves of the background are like waves and wind, and the whole window gives people a feeling of great lyric.

B. is pursuing a strange and exaggerated sense of shock.

In this way, the most commonly used method is to put the model's photo posters into an extra large size, or repeat some objects in order to create a quantitative visual impact. Or put some unconventional things together to anticipate the attention of pedestrians.

"You only have 10 seconds." General clothing stores, the width of the facade is generally within 8 meters, according to the speed of ordinary people, the passage time is about 10 seconds. How to seize the customers' attention in this short 10 seconds is the most important problem in window design.

　 Six, the basic principles of commodity display

In addition to the basic elements of display, from the overall consideration of the display, there are more important functional elements, including themes, focus, balance, proportion, composition, color, space planning, consensus practice, repetition effect, capacity planning and serialization, and other principles of ergonomics. They are integrated into the basic operation of display. Adopting these principles will help you arrange the serialized products from the whole angle, give the most prominent position of the characteristic products, how to match different products and collocation. There is only one goal of comprehensive display with concise form and rich connotation, so that possible sales can be reached as soon as possible.

1. theme from the entire store display effect, customers can feel a brand's brand culture. That is, a brand's style, product positioning and market positioning. Themes should vary with seasons and promotions. In the seasonal change, from the display effect of the entire store, customers can clearly know the main products and main colors of the season. In different promotional activities, customers can clearly know the specific content of this promotion.

2. the focus of every attraction is the focus of attention. For example, the focus of the whole store is the logo of the cash register. The focus is usually located above the horizon or horizon, and the POP posters with strong color contrast or product combinations tend to be focused. It can guide and expand the customer's attention in an orderly way, and play a certain role of echoing and pointing out. Each display must set focus and highlight the theme. The focus is usually on some typical products in the series, supplemented by collocation products, and then with POP posters. POP must be a relative product.

3. color orderly color theme gives the whole store a distinct theme, well ordered visual effect and strong impact. More color contrast is used in the display as the focus or to create color gradation effect of goods display, so that customers can produce rhyme, coordination and sense of hierarchy, and easily sell target products.

4. balance is in line with people's psychological orientation, resulting in visual harmony, stretching, stability, orderliness and conciseness. The principle of balance can be used to arrange products in a coherent way and convey consistent visual effects. The balance principle runs through the entire wall and individual backplane combination display, and we should pay attention to the relevance of product series.

5. Convention and consensus, according to the principle of human body engineering, lay out the principles of space layout, lighting setting, streamline guidance, size ratio and so on. Shops in the middle shelf distance can not be less than 120CM, the flow direction of customers after entering the door is smooth and convenient, and can reach as many goods as possible. There are plenty of light in the shop, no shadows and dazzling lights. As far as possible, considering the shopping habits of customers, we can maximize the distance between customers and products and cause customers' consumption desire.

6. repetition effect / capacity planning / ratio repetition effect can create visual interest, highlight continuity and color block effect, emphasize unity and contrast, and make efficient use of space, forming a strong impact. This principle applies to the display of main products or new season products, especially the camphor repetition effect in practice. For example, the same dress adopts different sampling methods, and models display, hang up and match method at the same time, so as to highlight the key points and maximize their own image. Capacity planning includes display capacity, stock capacity and circulation capacity. Effective control of the control unit area or shelf display quantity and the sales volume and inventory volume of the store can effectively utilize space settings to form a clear and clear sequence and visual impression, so that the goods in the store will not be too sparse or too crowded, so that the density of goods will be increased and the turnover rate of goods can be effectively improved. Reasonable proportions are conducive to improving the overall image of the series product display, grasping the sales rhythm, rationally laying out and grasping the sales dynamics. (for example, the proportion of space occupied by store POP, material display and display of goods is 20%:80%; 65%:35% is suitable for display of goods capacity and storage capacity.

　 Seven. Display steps

1., the space layout first divides the store area, and sets out the key display area, auxiliary display area, accessories display area, sale area and exhibition place. Reasonable matching with the display area, so that the main and auxiliary complement each other, and increase the interest and sense of hierarchy of customers browsing. Key display area: mainly on the left and right sides of the main door of the shop, and can be matched with the nearby shelves according to the status. The auxiliary display area is mainly based on the left and right sides of the cash register, and it can also be composed of more scattered walls. Accessories display area: also belongs to one of the auxiliary display areas. Display location and sale area: display area is made up of display area such as window, boutique, model and so on. The sale area can create a single place according to the situation, and marked with obvious identification, which is distinctly different from the positive price area.

The 2. loan classification display merchandise display should be based on the sales plan and combine the main products of the company with the local and the prevailing situation.

3. attention should be paid to color, size and serialization display on the basis of classified display. Color should be displayed from outfield to infield or from left to right in small to large order. Similar products should be arranged in the same color or near color in the same order. In the key display areas and auxiliary display areas, the top priority is placed respectively to achieve the focus effect. Attention should be paid to creating themes, serialized displays, highlighting storytelling, arousing customer recognition and increasing sales opportunities.

4. taboo matters

A, products without series of lining, single scattered sales.

B, the combination of goods and unrelated props and POP is not clear.

C, POP damage and over season have not yet been replaced.

D, put up accessories or POP at the wall, mirror, shelf and so on.

E, too many independent and scattered ornaments, have nothing to do with the theme of product promotion, and can not produce echoes with customer aesthetic.

5. display and update

A, the exhibition area regularly set up new focus, and the use of the new POP.

B, constantly update the product's partial display forms or all the adjustment positions.

C, every L - 2 weeks, rearrange the display pattern and model display of the goods yard.

D, every 3 days to replace the model and display clothing accessories.

E, when the goods are out of stock, try to hang up the products that are suitable for hanging, and diversify the combinations to reduce the neutral area.

6. display mode

A, rainbow type:

It can be used to display products according to the color combinations of rainbow, which is rich in color, and is used in brand with more color, lively style and young brand. By-products such as neckties and scarves can also be used properly.

B, keyboard type:

Also known as jumping. You can use the product's deep, shallow, deep, shallow interval display. You can also use the length of the merchandise to display in combination. It is used for brand serialization and strong combination.

C, gradual change:

Use the same color of different depth products, combined display, create a sense of layering effect. It is suitable for display and display of all kinds of clothing.

　 Eight. The golden rule of effective display

1. plan and preparation:

First, prepare the necessary display equipment and tools, including display accessories, pins, paste, stapler, scissors, nails, tape, rack and rope, price sticker, etc., and make corresponding plans and preparations.

2. customer relationship:

With good customer relationship, we can get customer support and strive to create good display performance. Making friends with customers, using the benefits of display to persuade customers, striving to arouse customers' interest and attention, respecting their objections, considering problems from the perspective of customers, and using patience to strive for it constantly.

3. opportunities for customers:

In retail stores, we must strive for opportunities to occupy the best display positions in sales.

A, to know which client or customer you want to do on display.

B, determine the type and quantity of goods needed for display.

C, look for the right place.

D, explain the concept of display, emphasize the interests of display.

E, respond to retailers' objections and agree to allow customers to agree to display time.

4. familiar with the corresponding display AIDS.

Special attention should be given to posters, rack hangers, boxes, counters, display items, hangings, samples, instructions, identification labels, etc.

5. make full use of imagination to display.

Make the most effective use of all available space, consider whether there are any other ways to use your display aids to make the display more prominent; at the same time, find out what competitors are doing and take corresponding countermeasures; use relevant equipment to strengthen the existing columns to highlight them; and finally determine whether the display is in line with product positioning.

6. tips for display

A, as far as possible for customers to pick up.

B, don't let the poster or display be concealed by other products or things, so as not to be robbed by competitors.

C, do not let retailers feel that it is not easy to pile up replenishment, because retailers will refuse to display requirements if they feel trouble.

D, do not stack different types of products together.

E, try to grab a good location, customers often or must pass through the main road is the first choice.

F, so that the exhibits can be seen from outside to attract customers.

G, use the sign to guide customers to buy, so that customers can find the location of the product. Try to display products near the cash register, so that customers can see it through time or when they wait for payment.

H, if it is a weak brand, we should try our best to display the product next to the first brand.

I, upper shelf skills: the upper shelf products, at least with their market share, the largest market share accounted for 70% of the same kind of goods location. The display of all products should be arranged according to their contribution.

7. conduct inspection and evaluation of display.

In order to ensure the effectiveness of display, finally, the following factors should be considered for the inspection and evaluation of product display.

A, whether the display location is located at the hot spot.

B, is the display dominant in this store?

C is the size and scale of display location appropriate?

D, do you have clear and simple sales information?

Are E, price discounts outstanding, eye-catching and easy to read?

F, is the product easy to take?

G, display is stable?

H, is it convenient for quick replenishment?

I, whether the products displayed are clean and tidy.

J, does the retailer agree to maintain the display over a certain period of time?

K, whether the display auxiliary equipment has been properly used?

　 Nine, how to create shop atmosphere

Good manufacturing and atmosphere are very important factors that affect customers' purchase of goods.

Under normal circumstances, it is not hard to imagine that when there are customers coming to the door, if there is no way to regulate the atmosphere, what kind of situation will the shopping malls be? At this point, the clerk either stood idly at the counter, or secretly hid behind the counter, and looked at the shop with big eyes. At the same time, because of physical exertion, some people would yawn. The atmosphere was infected, and other clerks would be drowsy. The whole shop showed a gloomy atmosphere. When customers came to the door, the situation was self-evident.

Some shop assistants can not well understand the importance of atmosphere to sales. They will go to live and say, "our job is to sell goods to customers. Since customers do not come, waiting for customers is part of my job. What else can I do?" They can often stand in earnest, but what can they do if they do not come? In fact, such a practice will make the atmosphere of the sales site even heavier. Let's try to think of what kind of situation the shop assistants will stand up without saying a word. Therefore, when such a situation occurs, as a moderator of the atmosphere, first of all, a salesperson must have a feeling of haste, even if it is pretending, it is much better than standing still. For example, if you have merchandise on your hand or chat with other friends, as long as your voice is not too loud, you won't be able to reach the outside.

A manager at Qiao Qiao shopping mall in Japan once said, "being a shop assistant, if you are not in the customer's situation, if your hand leaves the goods, you will be wandering around at a loss, which is a natural enemy to the sales atmosphere." He means that when a customer is not in the doorway, the salesperson can not leave the merchandise. You can take the merchandise off the counter, touch it with your hands, take a closer look at it, see its inner side, see its instructions, or rearrange the location of the merchandise, and put some good selling products in the most conspicuous place. When the customer sees it, it seems to add goods to the counter, so it is easy to sell.

Some stores think this is too artificial, and sometimes even when they are busy, they see customers coming and stop things in their hands immediately. Because when customers see your busy figure, it is also a kind of atmosphere to him, so buying goods is also easy to make decisions, which is very good for sales.

No customers can do some sorting and checking work when they come to the house, so that they can be prepared for the next sale. When a salesperson does not have a customer's door, he must not waste time doing nothing. He should do the following several things so that he can start serving customers at any time.

1. inspection of goods

Although the merchandise sold by the mall is factory quality inspection, it is still impossible to be perfect. It is inevitable that some defective products will flow into the store. Sometimes, although the merchandise is good, it may be damaged in the process of display, or may be damaged or damaged by the touch of many customers. If the salesperson gives these bad products to customers, it will affect the reputation of the store. Therefore, shop assistants should do a good job in commodity inspection.

2. sorting and replenish commodities

After the selection and purchase of a product, it is easy to cause a reduction and disorder. If the salesperson ignores the situation and always lets the customer not buy what he wants, or wants him to find out what he likes in the messy goods, the customer will be bored. Therefore, the salesperson should do some recording work in his spare time, and really grasp the status of the merchandise and its location. Before and after work every day, or after work, arrange and replenish goods to keep the counter clean and tidy.

3. changes in display of goods

Because sales of goods often change, so the way of display of goods should also be changed. We should place more sales of goods and put them in a conspicuous and easy place to take.

Ten, display skills of commodity display

(1) the main factors of commodity display

1. Brightness:

The basic lighting in the store must be kept bright enough to enable customers to see clearly when they are shopping. And the commodity itself can also highlight its uniqueness.

2, display height:

A, gold belt (80cm - 120cm) is the easiest place to see and touch, to display main products, key commodities and seasonal commodities.

B, gold belt above (120cm - 180cm) and gold belt below (60cm 80cm)... Next to the golden belt, it is easy to see the space that is easy to touch.

C, atmosphere space (above 210cm) display samples or color utilization.

3, the concept of commodity category:

According to the shape, color and price of the product itself, there are different ways of showing different customers. Generally speaking, it can be divided into:

A, small size in front, large in the rear.

B, the price is cheap, the former is the most expensive.

C, the darker colors are in front, and the brighter ones are behind.

D, seasonal products and popular products are in the front.

4, shelf segmentation:

1. upper level: display some representative and "feel" products, such as well-known commodities in classification.

2. gold layer: display some distinctive, high profit commodities.

3. middle level: display some stable commodities.

4. lower levels: display some heavier commodities, as well as goods with high turnover and large volume.

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

6. the display of seasonal goods.

(two) standardization of commodity display

1, merchandise labels to the front, allowing customers to be clear at a glance, easy to take, is also a basic way of display.

2, the display of safety and stability can make the open shelf store without the risk of automatic caving, especially the top commodities.

3, the highest level of display must be unified.

4, the vertical display of goods: the so-called vertical display, moving up and down the eye is more comfortable and convenient than the left and right movement, and also can avoid customers to miss the display of goods.

5, according to the height of the goods, flexible adjustment of shelves can make the display more varied and balanced.

6, keep the store clean and pay attention to hygiene.

(three) special display to make changes.

1, make use of wall.

2, make use of pillars.

3, use the counter.

4, a large number of display.

5, hanging display.

6, beautification and layout display.

7, PoP display.

(four) methods and key points of clothing display

For example, hanging standard.

1, the same type of clothing should be linked at the same time 3 to 5 consecutive, size must be full. Clothing with a larger size should be listed as a commonly applicable size.

2, hang up products must be kept neat, creased goods should be ironed and levelled before hanging.

3, remove pins, clips and thread heads. Buttons, zippers or waistbands should all be in place.

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

5, a series of styles of goods using the same hanger.

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

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

8. The alignment is gradually changing from outside to inside, from before to after, from shallow to deep, from bright to dark. The color of the side row is gradually changed from front to back, from outside to inside, from shallow to deep, from bright to dark.

9, the same category and the same series of goods are listed in the same display area.

10, the distance between the clothing and the ground should not exceed 15CM.

11, after the goods are defaced, clean, process and replace them in time.

12, put the main commodity or strong color goods on the main wall, so that customers clear about the theme of the merchandise.

13. The nearest location of the hanging area should be put on the model to show the clothes in the area. Configure POP at the same time.

Eleven. Psychology of commodity display

Commodity display is largely related to people's psychology and behavior. General shops will put the main commodities, new products and important profit commodities on the right side, because most people are accustomed to using their right hands, so they always like to start with things on the right side. If the shops are large, we should pay special attention to customers coming in and out. Generally speaking, the place where the customer first arrives at the shop and the place that eventually leaves the shop is the best seller. But whether the shops import better or the outlet of the shops is better depends on the categories and varieties of the goods sold.

Twelve, design the theme of attracting customers.

When conducting merchandising, we should pay attention to designing the theme of attracting customers. A shop can sometimes launch several thematic displays, which do not interfere with one another, but promote each other. Under the premise of highlighting the theme, arrange commodities for decoration and beautification. In the theme exhibition area, we should remove unrelated goods and surplus goods, so that customers can concentrate on their eyes and concentrate their attention.

Shops usually display such themes:

1, centralized display of popular commodities;

2, centralized display of newly listed commodities;

3, centralized display of goods that reflect the characteristics of shops, such as XX yuan commodity area;

4, centralized display of seasonal commodities;

5, the centralized display of commodities should be focused on the events or important events known to people in a region.

6, centralized display of goods with unique appearance or function;

7, centralized display of related commodities or series of commodities;

8, centralized display of trial sales or discount items.

How does clothing store display attract customers? The above is the twelve clothing store display skills shared by Burgundy, hoping to be helpful to you.