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Principles of clothing display 1. Basic principles of display

1. The importance of presentation

① Display brand image

② Show brand style positioning.

③ Attracting passengers.

④ Increase sales.

2. The principle of display

(1) Make timely and purposeful adjustments according to the weather, sales trends or activities.

② Proceed from the whole and the overall situation, pay attention to the beauty of the whole, and strive to achieve: vivid image, concentrated style, prominent theme, strong subjectivity and layering.

③ Rational use of color matching from the aesthetic point of view to achieve harmony and unity.

Second, color knowledge

1. Three elements of color: hue, purity and lightness.

① Tone: the appearance (name) of the color.

② Purity: lightness and darkness of color.

③ Purity: Brightness (purity) of color.

2. Color classification

① sense of warmth and coldness

Cool colors: green, blue and purple.

Warm colors: red, orange, yellow

Neutral colors: black, white and gray.

② Lightness: It is determined by lightness. The higher the lightness, the lighter it is; On the contrary, the heavier.

③ Sense of distance: determined by purity. High purity is near, and low purity is far away.

3. Color wheel

4. Color matching

(1) Same-grade color matching: two unified colors with different shades are friendly and elegant. Such as: green+sky blue; Dark green+light green; Coffee+beige

② approximate color matching

Two similar colors match and appear soft. Such as: red+orange red; Red+purple;

Yellow+grass green; Yellow+orange yellow

③ collocation of cold and warm colors

Yellow+purple; Red+turquoise

④ Relative color matching

Red+green; Orange+blue; Yellow+purple

Third, the preparation procedure of the exhibition.

1. Understand the store's moving lines and channels.

① Moving line design: that is, design the main channel that customers can take away a little, and then think about how to set up the auxiliary channel that allows customers to easily choose all kinds of goods in the store. This design is called moving line design.

② channel setting standards

Unit: cm

Channel minimum standard maximum

Main channel 75-90120-150180.

Auxiliary channel 60-75 90- 120 120

2. Determine the display basis

The premise that the exhibition must abide by is to have a clear purpose, and the important basis of the exhibition work is the sales data. Generally speaking, the following conditions can be used as the basis for display:

① Holiday display

② Celebration display

③ New list and display

④ Dumping inventory display

⑤ Promotion display

⑥ Weather change display

⑦ Seasonal display

Show props

The exhibition director, like the stage of literary performance, plays a role in setting off and rendering the atmosphere for the costumes displayed, so the display props as the carrier of displaying costumes are also worthy of attention. Commonly used exhibition guides are as follows:

① shelves

② model

③ Pop music

④ Background

⑤ Lighting and lighting

⑥ Ornament

4. Show the working procedure

① Dividing category areas

② Refer to sales data.

③ Set the main colors and models of the area (generally speaking, there are no more than 5 main colors in the whole store and no more than 3 main colors in an area).

(4) Draw the effect map of the exhibition area.

Fourth, the display method.

1. display mode

① Contrast display

The combination of light color and dark color is in sharp contrast, with strong attraction and shock, which leaves a deep impression on people.

② Symmetrical display

This method is suitable for large quantities of goods, giving people a sense of security and balance.

③ Hierarchical display

Arrange goods at intervals according to colors or specifications to get a sense of hierarchy.

④ classified display

According to a certain category, the first time and the second time should not exceed three times at most, and a relatively centralized display method should be carried out.

⑤ Theme display

Taking a specific date or festival as the theme, a way to make the displayed goods relevant to the theme can adapt to the public psychology and easily promote the sales atmosphere.

⑥ Seasonal display

According to the climate and seasonal changes, seasonal goods will be displayed in real time to adapt to customers' consumption habits.

2. Display methods to promote customer purchase

① Pay attention to the relevance of display.

(2) Make the goods accessible to customers.

③ Make full use of the effective display range.

(4) rational use of gold zone

⑤ Horizontal and vertical display

3. The display method of "point clothes into gold"

① Use of background

A. don't be too eye-catching

B. Don't use contrast colors.

C. use the same color tone or darker color tone as the displayed goods.

D. Use cool colors

(2) Clever use of pop- (advertising at the point of purchase) advertisements when purchasing.

A.Aidma principle

A. attract attention

B. generate interest

C. Arouse desire

D. Make memory easy

E. Make them make up their minds to buy (act)

B.POP and seven stages of consumers' purchasing psychology

The seven stages of purchasing psychology try to show the size, shape and color of POP with the attention of purchasing psychology, so as to attract customers to stop and watch and generate interest. A charming and unexpected theme slogan shows the characteristics of goods, arouses customers' interest, associates with the convenience, happiness and comfort gained from goods, generates desire and focuses on easy purchase. It is emphasized that now is the time to buy, which means that it has greater advantages than similar goods or previous goods. Trust is gained through customers' excellent quality or after-sales service or brand strength, and other preferential activities make customers make up their minds to buy. POP is called "silent shopping guide", so it should be very attractive to customers.

4. Display design

① Design of display form

A. Symmetry method (mirror image method)

B. crossover method

C. Triangular symmetry method (pyramid type)

② Color matching design:

A. How to use colors

A. From top to bottom, from front to back, from shallow to deep

B. One color and many varieties

C. Similar color matching

D. Same color matching

E. Heterochromatic collocation

F. Relative color matching

G. Collocation of neutral colors and cold and warm colors

B. Color-the "clothes" of the season

A. Spring-yellow-green (light green) and pink (cherry blossoms and peach blossoms)

B. Summer-blue (sky and sea) and green (trees and grass)

C autumn-yellow (paddy field), beige (hay) and brown (land)

Winter-red (Christmas), white (snowflake) and gray (snowy sky)

The Role of Associative Colors in Seasonal Colors

Spring, yellow, green, tender grass and tender leaves have passed in the dark winter, and when spring comes, the feeling of softness and brightness is better; In addition, it is best to use bright and soft colors, such as pink peach blossom, light yellow cherry blossom, hot sun in summer and blue ocean, which have strong contrast, which is in line with the characteristics of summer. Therefore, colors with high lightness and chroma should be mixed, and cold color system can also be used in the seasons of water, blue sky, green grassland, autumn, yellow and autumn moon, fresh air in rice fields and ripe fruits. Stable and rich colors are better, and purple, purple and bright green are also good.

Beige, hay, brown land, winter red Christmas, because it is a cold season, it is best to use warm colors. Generally speaking, they mostly use low chroma colors. In order to emphasize the key points, they use solid colors, which are more effective, white snowflakes and gray snow.

(3) commodity display design:

A. stacking

Goods in the same season and similar contract series are displayed in the same area.

B unpacking, 8- 12 pieces in summer and 4-6 pieces in winter.

C the distance between two piles of goods is about10-15cm.

D the size should be from top to bottom, from small to large (S-M-L-XL).

E. labels should not be exposed, but should be placed in clothes.

The color of this area is from top to bottom, from front to back, from light to dark.

G. put the goods with best-selling styles or colors in a golden position (that is, where they are easy to see and take).

H. Place accessories related to commodities around it for additional promotion.

Matters needing attention ※

□ Keep the stack neat, beautiful and straight.

□ When a certain color is in short supply, you can use similar products with the same color to temporarily replace them below.

-You can often change the display position of goods to prevent unsalable sales, and at the same time make customers feel fresh and new.

B. Hanging

A. hanging: attract customers' attention with the style and collocation of clothes.

-Generally hang 3-5 pieces, and 4 pieces is appropriate.

□ front to back size: women's clothing: M-S-L-XL; Men's wear: l-s-m-XL

□ Match the top and bottom of the same series

B. Side hanging: attract customers by changing the brightness of colors and the level of styles.

Attention.

-displayed together with a series of goods.

□ Color from front to back, from light to dark.

□ Size from front to back and from small to large

□ Face the customer relative to the last dress.

□ The distance between goods should be 3-6 cm.

□ The thickness and length of fabrics and styles are generally from front to back, from thin to thick and from short to long. However, "bamboo among plum blossoms" is often used to create different visual enjoyment and display goods from multiple angles.

Matters needing attention ※

□ For non-prohibited items, the hanger should be specified to start from the hem of the clothes.

□ Put soda and aluminum foil in the nearest place.

-wool, knitting and light-colored goods, it is best to change them once every three days.

□ The logo of the clothes rack faces the customer, and the hook faces one direction.

Step 5 show in the window

(1) the role of window display

As the window of a brand or store, the effect of image design directly affects the customer's impression, which reflects the positioning and style of the brand (store). Therefore, the design of window image plays an extremely important role in the short-term sales and long-term development of the brand. The details are as follows.

A. display main series

B. Reflect the trend and style of the brand

C. Showing future trends

D. Reflect seasonal and climate changes

E. Brand promotion activities

F. Reflect the serialization of the brand

② Props displayed

A. Model

B. Background

C. Lighting equipment

D. lining

E. proof of purchase

F. articles used to create a sense of hierarchy (such as t-stage, etc.). )

G. Objects (such as branches, etc.) that create a picture atmosphere. )

③ Basic principles of display

A. complete set

B. Serialization

C. simplification

D. Personality and diversity

E. conceptualization

④ Precautions

A. keep the windows clean inside and outside.

The goods displayed in the window should be ironed flat and clean.

C the display in the window should be adjusted in time according to sales, climate change and inventory.

The brightness and beauty of the window should have a strong attraction.