Introduction to seasonal clothing display techniques

Introduction to clothing seasonal display techniques

Although the fashion clothing and consumer goods retail industry is oriented to trend changes, a clearer "schedule" is the change of seasons from spring, summer, autumn and winter. Now let me tell you about the techniques for displaying clothing in different seasons.

Clothing season-changing display techniques

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

The consumption season will change (tips Customers may need seasonal clothing);

Brand new seasonal products arrive in stores (recommended theme product series);

Consumer trends that will be popular in the new season (guiding styles/fabrics /color/theme design/style and other consumer trends).

Based on the conventional physical area division, merchandise display is divided into window display and goods yard display. These two basic design areas bear different missions during the season change and have an interactive relationship. Among them, the main purpose of the design of window seasonal displays is to convey one-way information, while the planning of goods yard displays is mainly for customer purchases. If the task of seasonal display in a store is allocated to the display window and the goods yard, then the two parts will have different functional focuses.

Look at the display window when seasons change

In the fashion consumer goods market that uses seasons as time signals, seasonal signals also mean competition signals. Trend-oriented businesses can often deliver seasonal information faster than natural time.

The impact of seasonal changes on basic human social behaviors has become smaller and smaller, but the time factor impact of seasons on clothing retail is still significant.

The designers and buyer teams of fashion brand companies still plan their schedules according to seasonal time. In leading fashion companies, brand managers, designers and buyers will still arrange their work plans based on seasons. The visual image department will also first base on seasonal time factors when formulating visual marketing plans.

The advance nature of seasonal display means that real fashion products will always be ahead of seasonal changes. Shortly after the snowy New Year, customers can feel the trend information of spring fashion in the windows of Paris's famous shopping streets. Fashion is often ahead of the trend, and the seasons of the fashion industry are often ahead of the natural seasonal schedule. Using natural seasons as a reference, previewing the next season's product trends in advance reflects the brand's ability and confidence in guiding fashion trends, and will also establish a leading image before the peak season of window displays.

Look at the plants in the window display as the seasons change

The design idea for the seasonal theme of the display window can give priority to combining the products with display props with obvious seasonal attributes. Prop selection prioritizes those things that are most sensitive to natural seasonal changes - plants. The most common plant props are flowers and trees. Because flowers are smaller in size and easier to design, they are more suitable for use in window displays when the seasons change. The use of large tree props often requires changes in form to solve the problem of volume.

When selecting plant props, display designers must have certain basic knowledge of botany, such as what are the flowers with seasons as their growth cycles? What are the trees? The corresponding origin and migration of flowers and trees Where is the growing area? Only after mastering this information can we use appropriate plant props in the display windows of fashion brands with appropriate market positioning in the corresponding seasons.

In terms of prop form design. Display designers must consider enforceability. Not all natural plants can be presented in limited display windows, but the design wisdom of the display designer can solve this problem. For plants that are smaller and easier to purchase, real props can be used, which is also the most effective design. For plant props that are larger and difficult to purchase, artistic simulation conversions can be used to interpret the seasonal changes in the windows.

Look at the combinations in the changing seasons of the goods yard

From the display window to the goods yard, customers have experienced a journey from dreams to reality through vision. If the seasonal theme of the windows is full of romanticism, then out of commercial rationality, the goods yard display must be centered on realism - highlighting the main product theme series in the new season.

The products in the store’s guidance area and the transparent display window background area must be combined with the theme of the display window based on the principle of the same theme and series. It is forbidden to “spring in the display window, but the view of the goods yard is desolate”.

When goods change seasons, a headache for merchants is the replacement of old and new goods. Often, out-of-season products are reluctant to give up their main sales position, while new-season products are hesitant before they are launched on the market. One of the promotional functions of merchandise is to increase the turnover rate of the entire store through changes in product mix, promote different main product series at different times, and ensure that all product roles in the sales plan must be appropriate. Opportunity for the protagonist. When displaying the products from season to season, new products should be sampled at different times in a planned manner, and gradually replace all out-of-season products as time goes by. Seasonal product transition issues are generally considered when designing and developing out-of-season products. At this time, don’t rush out of the sales stage for out-of-season products. First, give up the guidance area and window combination area when the window seasonal theme is changed, and integrate the store plot. The director's right is handed over to the new season products, which will be withdrawn from the goods area in batches in a planned manner.

The protagonist of merchandise changes with seasons

The ultimate goal of window theme design and cargo area combination design for seasonal displays is still the core task of visual marketing - to achieve sales. When faced with the design of seasonal themed displays, customers’ final attention and focus must shift to the products that merchants plan to recommend. If we combine the (A.I.D.C.A) purchasing rule to analyze the function of seasonal theme information transmission, we can clearly discover the essential content of seasonal displays.

How to ultimately attribute all efforts to the product itself? The key is that the visual logic direction from the seasonal theme design of the window to the combination of the goods area and finally to the main promotion of the product must be clear and clear. If products of the same series and theme can be closely combined with corresponding visual theme areas, customers' attention can be focused on this theme.

The seasonal attributes of clothing products are reflected in the different styles and color characteristics in different seasons, and the style and color characteristics are the basis of actual display techniques. The simple and easy-to-remember principle is: each time there are only 1-2 characters on the stage who are stared at by the audience, and only 1-2 protagonists of the product who are stared at by customers appear in each effective purchasing field of view in the warehouse. Look at the color with a large field of view (the shelf group or facing the wall), and look at the style with a small field of view (facing the wall or part of the shelf).

In summary, the method of store seasonal display design is to use props skillfully and rationally partition. It can be planned through the seasonal theme interpretation of the window, the seasonal theme product combination of the goods yard and the recommendation of the protagonist of the product season. In each link Pay attention to the specific operation execution methods, realize the unified and organic connection of the theme as a whole, and arrange the order and steps of product performances according to time and space, so that balanced product transition and new product promotion can be achieved within the limited season change time.

Expansion: Display and matching skills of women's clothing

1. Providing matching guidance to consumers

Clothing matching must not only convey brand culture, but also provide consumers with Matching guidelines are the needs of consumers and women’s clothing brands. To quickly form the "directivity" of matching, the most important part is the handling of details, whether it is the position of the model or the accessories that echo the clothing: glasses, watches, scarves, hats, shoes, various bags...even Other clothing that can create consumer orientation.

The most direct effect of successful matching guidance is sales. When people agree with the brand style, they also agree with the brand clothing matching method, and promote joint sales based on the already formed sense of identity.

Each model represents young men and women in different states. The positions are set in cross positions, and each model forms its own series. However, in terms of accessories and color details, red is used as a coordinating element in both men's and women's clothing to create an overall matching effect. Consumers can directly copy each model's clothing matching, thereby shortening the distance with consumers and directly promoting consumption.

2. Atmosphere creation, emphasizing narrative

When achieving quick matching, it is also necessary to create a narrative conflict for the window. Models create an atmosphere through clothing matching, so that the models can communicate with each other. Create a relationship without being loose. Describe the relationship between the two in the details of the clothing, such as the echo of a certain accessory, the connection of a certain pattern, the setting of the movements between the models, and create a sense of tacit understanding between the models.

3. Store display and clothing matching

Store display methods are closely related to sales. The clothing matching display method divided into regions and series gives consumers the most intuitive display of matching effects and overall style. Coordinated and unified, large color blocks are well-proportioned, making it convenient for consumers to choose and promoting joint sales. Every qualified display designer knows this, but how to quickly realize the division of store space, clothing matching, and color distribution? This is what a high-end display designer needs to master.

One of the solutions is actually very simple: echoing the display window. By copying the matching method of clothing in the window, the store is divided into different areas, as well as different wall and hanging display, and then supplemented by other replacement products that can be matched with them. A quick and easy store display is completed.

Through the ingenious design of clothing store matching and display, clothing stores can convey the cultural connotation of their brands to customers to the greatest extent, and can also fully display the beauty of clothing, while creating a comfortable shopping experience. While improving the environment, it also inadvertently improved the performance of the clothing store.

Commonly used clothing display methods in clothing stores

1. Theme display: Set a theme display method for clothing display. Themes should change frequently to suit the needs of the season or special events. It can create a unique atmosphere in the store, attract customers' attention, and then play the role of promoting products.

2. Overall display: Display the entire set of goods to customers completely, such as taking the entire set of clothing as a whole and using a mannequin to display it completely from head to toe. The overall display format can give customers an overall idea and facilitate their purchase.

3. Neat display: According to the size of the shelf, determine the length, width and height of the goods, arrange the goods neatly, highlight the sense of volume of the goods, thereby giving customers a kind of stimulation, neatly displayed goods usually These are products that stores want to sell to customers in large quantities, or products that customers purchase in large quantities and with high frequency due to seasonal factors.

4. Random display: This is a method of randomly stacking products. It is mainly suitable for displaying special products. It is to give customers the impression that "special products are cheap products". The display equipment used in the random display method is usually a circular or quadrangular mesh basket, and it must also have a sign indicating special sales.

5. Tray display: It is actually a change of neat display, which also expresses the sense of volume of the goods. Generally, multiple pieces of a single style are piled up in an orderly manner, and the bottom of the carton containing the goods is made into a disk shape. Leave them behind after cutting, and then pile them up in trays. This can speed up the display of clothing and also prompt customers to buy in batches to a certain extent.

6. Positioning display: It means that once certain products are displayed in a certain position, they generally will not be changed. The products that need to be positioned and displayed are usually well-known brand-name products. Customers purchase these products frequently and in large quantities. Therefore, these products need to be displayed in a fixed position to facilitate customers, especially old customers.

7. Related display: refers to displaying different types of clothing that complement each other together. By using the complementarity between products, customers can purchase a product next to it. It can diversify the overall display of the store and increase the probability of customers purchasing goods. The principle of its application is that products must be complementary, the differences between types of products must be broken, and the actual needs of consumers' lives must be reflected.

8. Comparative display: Classify the same products according to different specifications and quantities, and then display them together. Its purpose is to use the price difference between goods packaged in different specifications to stimulate their desire to buy and prompt them to make purchasing decisions because of the low price.

9. Classified display: A display method that classifies products according to their quality, performance, characteristics and objects of use and displays them to customers. It can facilitate customers to choose and compare between different designs, colors, quality, and prices.

10. Island display: There is no central display rack at the entrance, middle or bottom of the store, but a booth for special display. It allows customers to view the displayed goods from four directions. There are many utensils for island display, and platforms or large mesh baskets are commonly used. The utensils for island display should not be too high. If it is too high, it will affect the spatial vision of the entire store and also affect the customer's perspective of the island display products from four directions.

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