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The quality of clothing display can directly affect your sales. The display represents another shopping guide in the store. Although the clothing display is silent, it bears the burden of the whole store.

First, the basic concept of shop display

1, what is a product display?

The so-called commodity display refers to the work of displaying commodities through certain techniques and methods, so as to attract customers into the store and stimulate their desire to buy. It can be seen that customers' purchasing motives and purposes are influenced by the display of goods. Therefore, different display skills and different display focuses will have a great impact on the overall sales of goods and the primary and secondary sales of different products.

2. Aesthetic display and marketing display

Many exhibitors found their exhibitions very beautiful, and they were also recognized and praised by store employees and customers, but the store performance did not improve. Why? In terms of display technology, only through the collocation of commodity colors and styles can the beauty of the whole store be reflected, which is called aesthetic display; Through the characteristics of the store's inventory structure, main payment methods, sales weather and local actual situation, the priority order of commodity display is clearly displayed, which is called marketing display. Many brand companies arrange the exhibition department in the design department, and even directly use fashion designers as exhibitors of the company. Their display method is a typical aesthetic display. Because fashion designers are more professional in color and have a better understanding of the design concepts and styles of their seasonal products, their display effects are usually very beautiful. Marketing display is not to deny the aesthetics of display, but to consider the inventory structure, weather and other factors first, and to influence customers' psychology of walking, choosing and buying in the store through display, so as to show the overall aesthetics of the store.

To sum up, the beauty of store display can effectively attract customers' entry rate and stay time in the store, and can deepen customers' impression and goodwill on brands and stores; Studying the display of actual situation, such as customer purchasing psychology and store inventory structure, can effectively improve sales performance. Aesthetic display is the basis of display technology, and the display without aesthetic degree is definitely not a successful display; Marketing display is the highest point of display technology, and it is a technology that can really play the expected role of display. Therefore, if the exhibitors start to adjust the store display before they lack understanding of the factors such as stores and local consumers, there is already a mistake in the concept of display.

3, the purpose of commodity display

The ultimate goal of any work of store management is to increase the turnover of stores, and display is no exception. However, the exhibition can not directly improve the turnover of the store, but through six aspects: increasing the rate of entering the store, increasing the time of customers staying in the store, enhancing the impression of brands and stores in customers' minds, improving the sales ability of customers' unit price, delaying payment and the sales ability of styles with large orders, so as to finally improve the turnover. Therefore, in the store's commodity display work, we should focus on these six aspects. If all this is done, it will be a successful demonstration and its effect will be more prominent.

Second, the basic knowledge of color and modern clothing color matching technology

1, basic knowledge of color

Color is produced by the ability of the object itself to absorb, reflect and transmit light of different wavelengths. For example, white paper can reflect all colors of light, and these colors are combined into white, so what you see is white (which is the coolest reason to wear white); For example, leaves are green because they only reflect green and absorb light of other colors.

1) has color and basic color. Colored refers to seven color systems: red, orange, yellow, green, cyan, blue and purple. White, black and gray, which are between white and black, are achromatic color, and together with the very common cowboy color, they form the basic color.

2) Warm colors and cool colors. Color itself has no temperature characteristics of cold and warm, but people's visual psychological association with color. Both cool and warm colors are aimed at colors. Cool colors mainly include blue, cyan and green (reminiscent of sea water, ice and snow, etc. ), and warm colors mainly include red, orange, yellow and purple (reminiscent of flame, sunshine and blood, etc. Of course, this division is a bit absolute. Due to different shades, each tone can be subdivided into more colors, and the feelings and associations of these colors may be different.

3) Similar colors and distant colors. The three adjacent colors in the color circle are similar colors, while the color with an angle of 180 degrees is a distant color (relative color). Distant colors include red-green, orange-blue and yellow-purple. Generally speaking, the collocation of distant colors needs to be cautious, except for special styles, try not to match them together.

There are many ways to display clothing stores, such as by style, by category, by scale ... but in the absence of special purpose, general brands always consider color display first, because people receive external information through vision first from color. Therefore, the application of color in clothing store display is very important. For example, in hot summer, we can make people have cool associations through the display effect of cool colors; In festive festivals, we can show the effect of the festival through the red system. ...

Therefore, in the display of the store, the overall color effect of the store should be considered first, followed by local style collocation, category collocation, size display and order.

3. Modern clothing color matching technology.

The color of clothing changes with the popularity of clothing. In different regions, because people have different understanding of fashion, the color matching of clothing is also different. Therefore, in the display and collocation of goods in clothing stores, whether it is a whole or a single set, we must consider the popularity of the market and the understanding and recognition of fashion by local consumers.

In the color matching of modern clothing, we should emphasize the principle of "contradiction". For example, the upper part of the dress pattern is more complicated, and the lower part will be relatively simple; Wearing bright clothes on the floor will make the lower body easier ... Then, if there are complex patterns in a set of side hangings in the store, it will be more complicated and give people a very tired feeling; If the color is simple, people will feel lack of change; If all the colors are bright, it will give people a dazzling feeling. ...

In addition, in a set of side hanging or a set of clothing collocation, it is generally one color plus one or two basic colors, and it is usually not appropriate to use too many colors (except special styles).

The third is the "three-oriented" display of window models.

1 Harmonious collocation

Every clothing brand has its own style positioning, and in this positioning, there will be some subdivision. For example, in casual wear, some are fashionable, some are mass casual ... In men's wear, some are formal, and some are professional casual ... In the display of window models, the principle of harmonious collocation should be emphasized first. The harmony of collocation contains two meanings, one is the harmony of a single model, and the other is the harmony of styles among models. Imagine that if a person wears a suit and tie above, it is definitely inappropriate to wear shorts below; If a man in a basketball sportswear walks with a man in a suit and a briefcase, it will be out of harmony. Let the model up and down and the combination of models form a well-defined clothing collocation, which can well let customers know the brand positioning and the products currently promoted outside the store, thus effectively attracting the entry rate of target customers.

2. Color integration

If three beautiful women walk in the street in different colors, their turn-back rate will be very high, but if they wear the same color clothes, have the same hairstyle and the same height … at this time, their turn-back rate will be significantly higher. The same is true in the color matching of window models. The group of window models with the same color gives people a strong visual impact and can effectively attract the rate of entering the store. Color integration also includes other arrangements in the window, such as decorations and advertising pictures. Then, when the window models become a group, we should consider the overall effect of color.

3. Humanized modeling

For example, when we wear clothes, our knees, abdomen and elbows will have wrinkles. Making these humanized shapes in the display of window models will make the effect of clothing collocation more natural. The humanization of modeling is also reflected in the selection of buttons (or zippers), clothing size, thickness and so on. For example, the zipper of some jackets may be open, while the zipper of pants must be pulled up; For example, when a coat is warm, it usually unzips, and when it is cold, it zips ... In short, the model in the window should be what people look like when they wear it.

The biggest function of the window is to attract the rate of entering the store, but it has little effect on the sales and promotion of clothing. Therefore, the dress choice of the window model depends on the purpose at that time. For example, when a new product comes on the market every quarter, the style chosen by the window model should first be called the next season's product, which is different from the previous season in thickness, style and color, and also reflects a novel feeling. For example, when selling well, you can choose some image models. For example, when promoting sales, you can use promotional funds and directly indicate the promotion intensity. In a word, window models are dressed to let customers passing by the store know the current trends and fashions of the store, so as to improve the rate of entering the store.