Display skills of seasonal clothing

The advance of seasonal display shows that real fashion goods will always be ahead of seasonal changes. The following are my seasonal display skills for your reference.

When goods change seasons, the main task of store display is to actively spread the following three aspects of information to customers.

The consumption season will change (suggesting that customers may need seasonal clothes);

Brand-new products should arrive at the store every season (recommended theme product series);

Consumer trends that will be popular in the new season (guiding consumption trends such as styles/fabrics/colors/theme designs/styles).

Commodity display is divided into window display and freight yard display in the conventional physical area. These two basic design areas undertake different missions and have an interactive relationship during the seasonal transition. Among them, the main purpose of seasonal display design of window is to transmit one-way information, while the planning of freight yard display is mainly for customers to buy. If the seasonal display task of the store is assigned to the window and the freight yard, then the two will have different functional emphases.

Seasonal changes, window watching.

In the fashion consumer goods market, seasonal signals also mean signals of competition. Trend-oriented enterprises can usually transmit seasonal information faster than natural time.

The influence of seasonal changes on human basic social behavior has become less and less, but the influence of seasons on the time factor of clothing retail is still significant.

The team of designers and buyers of fashion brand companies still make their own schedules according to the seasonal time. In leading fashion companies, brand managers, designers and buyers will still arrange their work plans according to the seasons, and the visual image department will first consider the seasonal time factor when making plans for visual merchandising.

The advance of seasonal display shows that real fashion goods will always be ahead of seasonal changes. Soon after the snowy New Year, customers can feel the trend information of spring fashion in the window of Paris boutique street. Fashion is often ahead of the trend, and the seasons of fashion are often ahead of the schedule of natural seasons. Taking the natural season as a reference, previewing the popularity of goods in the next season in advance reflects the brand's guiding ability and confidence in fashion trends, and will also take the lead in establishing a leading image before the window-changing season.

Look at the plants in the window in different seasons

The design idea of seasonal theme in the window can give priority to the combination of goods and display props with obvious seasonal attributes. Appropriate selection gives priority to those things that are most sensitive to natural seasonal changes-plants. The most common plant props are flowers and trees, among which flowers are more suitable for changing seasons in the window because of their small size and easy design. However, the use of big tree props often has to be changed to solve the volume problem.

When choosing plant props, exhibition designers must have some basic knowledge of botany, such as what flowers grow in seasons? What is a tree? Where is the growth area of the origin and migration of the corresponding flowers and trees? Only after mastering this information can the appropriate plant props be used in the windows of fashion brands with suitable market positioning in the corresponding seasons.

In the form design of props. Display designers must consider enforceability. Not all natural plants can be displayed in limited windows, but the design wisdom of exhibitors can solve this problem. For plants that are small and easy to buy, you can use real props, which is also the best design. For large-sized and difficult-to-buy plant props, we can interpret the seasonal changes of the window through artistic' analog transformation'.

Look at the combination of freight yards in different seasons

From the window to the cargo yard, the customer experienced a journey from dream to reality through vision. If the seasonal theme of the window is full of romanticism, then out of commercial rationality, the display of the freight yard must pay attention to realism and highlight the theme of the series of goods promoted in the new season.

Goods in the shopping guide area and the transparent window background area must be combined with the window theme on the principle of the same theme and series, and should not be? There is spring in the window and the freight yard is desolate? .

When goods change seasons, it is the replacement of old and new goods that makes businesses have a headache. Often, out-of-season products are unwilling to give up the main sales position, and the new season products are hesitant before listing. One of the promotion functions of commodities is to improve the deposit and transfer rate of the whole plate of commodities in the store through the turnover change of product portfolio, and to promote different main product series at different times, so that all commodity characters in the sales plan have the opportunity to become protagonists. When displayed in different seasons, new products should be sampled in a planned way at different times, and all out-of-season products should be gradually replaced with the development of time. In the design and development of off-season products, the product transition in the current season is generally considered. At this time, out-of-season products should not be rushed out of the sales stage. First, when the theme of the window season changes, we should abandon the shopping guide area and the window combination area, hand over the directing right of the shop plot to the products of the new season, and withdraw from the commodity area in batches in a planned way.

Commodities change seasons to see the protagonist.

The ultimate goal of the theme design of seasonal display windows and the regional combination design of goods is still the core task for visual merchandising to realize sales. In front of the design of seasonal theme display, the final attention and focus of customers must be shifted to the products recommended by merchants. If we combine the (A. I.D.C.A) purchase rule to analyze the function of seasonal theme information transmission, we can clearly find the essential content of seasonal display.

How do all the efforts ultimately come down to the goods themselves? The key is to make the visual logic clear from the design of the seasonal theme of the window to the combination of the arrival area, and finally to the main promotion of the goods. If the goods with the same series and theme can be closely combined with the corresponding visual theme area, the customer's attention can be focused on this theme.

The seasonal attribute of clothing products is that different seasons have different styles and color characteristics, which is the basis of practical display technology. The principle of simplicity and easy to remember is that there are only 1-2 characters on the stage at a time, and there are only 1-2 commodity protagonists on the horizon of effective purchase in the freight yard. Look at the color in the large view (shelf group or wall) and the style in the small view (wall or shelf part).

To sum up, the method of seasonal display design of shops is to skillfully use props and rationally divide areas. We can plan through the seasonal theme deduction in the window, the seasonal theme product combination in the freight yard, and the protagonist recommendation in the commodity season, pay attention to the specific operation and execution methods in each link, realize the unity and organic connection of the theme as a whole, and arrange the order and steps of commodity performances in time and space, so as to achieve a balanced product transition and new product promotion in a limited time of changing seasons.

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