The first is the use of color: the effective use of color rehearsal combination can give people a refreshing feeling and stimulate the desire to buy, while the disorderly color arrangement will only have a chaotic feeling and will not be close. The key point is to change frequently to stimulate consumers' visual senses. Every color combination has rules. We can classify colors according to the following color circles, and then classify and arrange each color in detail.
Color can endow goods with individuality, make similar goods different and satisfy different consumers. The more common the shape, the more important the color. The change and application of space color can create an atmosphere, change the limitation of the inherent mode of the store, extend the imagination of the space and create various displays. The application of color in commodity display emphasizes that commodities can start with the design of commodities, color changes and other elements, and choose one of the characteristics to compare or harmonize the color system, even the same color system, emphasizing the characteristics of commodities themselves.
Secondly, use a display stand. The same color system is classified first, and then arranged in the same row or column according to brightness. The arrangement of different color systems is from warm to cold, with neutral tones in the middle.
Key tip: the sense of quantity should be kept at 80% full, and colors harmful to vision should not be arranged. Neutral colors have a good harmonic effect.
When displaying goods, we should not only consider the consistency of colors and goods, but also consider the collocation. Appropriate and reasonable collocation display of goods. Pay attention to the regularity and naturalness of each commodity combination when sampling.
The display of excellent goods can improve the style of shops and goods to attract customers and make customers stop to buy in front of shops. In addition, window display should also reveal fashion trends, arouse and enhance consumers' desire to buy, and establish brand image.
The theme of the window is simple and clear, such as Christmas, New Year, spring, autumn, crazy sale and so on. Replace it regularly to establish a unique image of the goods. Specific creativity, non-repetition, proper taste, excessive fancy, on the contrary, self-defeating, personal interesting furnishings may scare away guests. Clean and tidy. With the help of suitable posters, provide customers with sufficient product information. Pay attention to safety, and it is not easy to be damaged or hurt by customers.
The number of window models depends on the size of the window, generally two to four. The clothes they wear should be the kind of clothes that were enthusiastically promoted at that time. In terms of color matching, they are based on the background of the window, coordinated and matched, mainly with popular colors. Take a multi-color or multi-color as the combination standard and put it on the right or left side of the window. The posture depends on the atmosphere, which can be dynamic, cheerful and casual.
In the specific operation, we can use the following knowledge: brightness order, color ring order color matching. A commodity is unified as white, gray, black and other achromatic colors, so it is best to take white? Gray, white, gray and black are displayed in this brightness order. When displaying colored goods, if they are displayed in the order of color rings, that is, red, orange, yellow, green and blue, people will feel beautiful and refreshing.
Same color matching. Sometimes it is not necessarily displayed in the order of color rings, but only in the same color. This method is very attractive to customers who like a certain color, and the display effect is also very good. But sometimes the same color is too monotonous. If you add one or two contrasting colors to make up for the monotony, the effect will be better. Color matching of similar colors. The color matching between similar colors is often ineffective, especially the matching of low brightness colors and low color saturation will make people feel tacky; On the contrary, the combination of high-brightness colors will make people feel dull, so be careful.
Seasonal colors. It is also a good way to increase the sales effect to show a sense of season because the seasons are different all year round.
Spring, summer, autumn and winter are as follows: yellow-green reminds people of tender grass, and pink reminds people of cherry blossoms and peach blossoms. Blue reminds people of the sky and the ocean, and green is easy to leave a cool feeling. Yellow reminds people of the bright moon and ears of rice, light brown reminds people of hay, and brown reminds people of the land. White and red remind people of Christmas, white also reminds people of heavy snow, and gray reminds people of the sky when it snows.
The analysis shows that an effective and reasonable clothing store layout can properly show the characteristics, texture and creativity of clothing, help consumers feel the product information in an all-round way, increase their impression of products and form potential profits. The image of the terminal storefront represents the image of the whole enterprise from the side. A good store layout can endow products with specific brand culture and image connotation, deepen consumers' impression and trust on the brand, thus improving the added value of products, making enterprises obtain higher profits and enhancing their competitiveness. Since the importance of clothing layout is self-evident, how to implement a reasonable and effective layout?
1, according to the main and auxiliary channels, it is the key point of store marketing to set up a serpentine line of shops, comprehensively and effectively display goods and prolong customers' stay in the shops.
Therefore, when designing a store, we should first consider how to maximize the display of goods, so that goods can form a double encirclement of customers' psychology and sight, thus prompting them to complete the purchase process. Generally speaking, the route that customers are used to browsing is the main channel in the store. Large shops such as Margaux Castle are often round or well-shaped, while small shops are L-shaped or inverted Y-shaped. Among them, hot-selling models and popular models should be placed on the shelves in the main aisle for customers to see and touch. As for the auxiliary aisle, it is generally guided by the main aisle and used to arrange auxiliary and ordinary goods. The specific plan is generally determined with reference to the store's own needs and space characteristics.
2, combining the brand image and product characteristics, design a suitable light atmosphere, the importance of light for product display can be imagined.
For the clothing display of clothing stores, the function of light is far from simply illuminating objects and satisfying people's visual function needs, but should be the guarantee of creating space, rendering atmosphere and pursuing perfect visual image. Natural light will change with the passage of time, so when designing the layout of the store, a preliminary lighting survey should be carried out, so that the light can scan the vicinity of the store door and the front of the store at different times with the operation of the sun to attract customers. Compared with natural light, artificial lighting can achieve the effect of permanent irradiation. Generally speaking, in-store lighting should make clothing stores full of personality and artistic flavor, eliminate visual dead angle through cross illumination of various lights, ensure the * * effect of display, and thus highlight brand characteristics and product charm.
3. Using timbre function skillfully to render the atmosphere in the store, the competition of clothing store is the competition of its brand connotation. In order to highlight the brand culture and concept, the network and multimedia have gradually grown into sharp tools to show the characteristics of the store. For the application level, we should play according to the color tone and product characteristics in the store. For example, young and energetic clothing stores such as Margo can play fashionable pop music; Retro clothing stores can play classical music; Regular professional clothing stores can relax music. At the same time, stores can also play corporate image short films and product advertisements through video equipment, so that customers can have a deeper understanding of the brand.