Taobao Women's Wear/20 11-kloc-0/2-23 Collection:1Beauty is not the fundamental purpose of display! The role of display: promote sales and reduce inventory! Most customers go to the store to buy clothes not only because they are attracted or like them, but also because of their cost performance, relevance and theme. Therefore, exhibitors should not only understand aesthetics, ergonomics and chromatics, but also hone in garment enterprises for many years, and fully grasp all aspects of clothing from design to production to logistics, as well as the characteristics and laws of clothing sales, such as life cycle, smoothness, smoothness, unsalable, corresponding inventory analysis and so on. It is a principle that exhibitors must abide by when making the overall exhibition planning scheme, which is unified with the theme of product design scheme. In addition, the following nine aspects need special attention: 1. To understand the company's annual market development plan, we should mainly understand the following aspects: increasing the number of stores; How much is the area of a single store expanded; A plan to increase the growth rate of single stores; Discount promotion, gift giving, VIP customer management plan; Regional positioning plan; Price adjustment scheme; Advertising and media promotion plan; Last year's quarterly data, etc. Second, understand the designer's overall design plan for the new season products. When fashion designers design products for the new season, exhibitors should not wait, but should always know the fashion designers' ideas and progress, and start the terminal display planning case for the new season. Third, understand the fabric orders and production progress in the new season. There are usually many kinds of fabrics ordered by brands in each season, and sometimes the quantity will exceed 100. In addition, the composition of the fabric, the order quantity, the arrival date and the design direction of the fabric are all information that exhibitors must master. It is impossible to remember all this information by brain alone, and it is impossible to distinguish it by color and pattern. Exhibitors should communicate with other departments according to the company's unified number to improve work efficiency and avoid unnecessary troubles. With this information, the overall layout and conception of the store came into being when the product series came to market and what fabrics and clothes the store consisted of. Fourth, understand the new product listing plan and carry out color integration. In the process of exhibition planning, there is a very important procedure, that is, color integration of hundreds of fabrics. Didn't the fashion designer already have a color scheme when designing clothes? Yes, fashion designers must have a color scheme when designing clothes, but there is only one. As an exhibitor, it is far from enough to have only one matching scheme, because the matching scheme of fashion designers may not be able to cope with the actual situation of all shops, nor may it be recognized by the market. At this time, the first reaction is to promote sales by changing the display, which is also the time when the second and third plans prepared by exhibitors show their talents. 5. Understand the quantity of ready-made clothes in stock in the current season and the reduction schedule. There are two kinds of ready-made clothes inventory, one is the best-selling inventory with good sales volume, and the other is the unsalable inventory with poor sales volume. Don't worry about the best-selling inventory, the key lies in the unsalable inventory. How to recombine these poorly-sold styles with the new season's goods and promote the sales of unsalable inventory is something that exhibition designers must consider. Exhibitors have the responsibility to reduce the clothing inventory for the company through their own secondary display collocation and combination design. For example, increase the matching of tops and accessories, and increase the matching of pants and the role of accessories. 6. Knowing the inventory fabric and the reduction progress, the enterprise may purchase in large quantities, which is likely to lead to excess fabric in the second year, and the enterprise will continue to design and produce the remaining fabrics into marketable styles. What exhibitors need to do at this time is to master the number of these surplus fabrics, judge the production situation of this garment through the number of surplus fabrics, and make corresponding exhibition plans. In addition, some surplus fabrics that were difficult to sell before also need exhibitors' attention, and enterprises may redesign them into new styles, re-process and dye them or use them as accessories for clothing. In short, exhibitors should know their trends, because one day, they will become finished products and an indispensable part of this season's clothing series, and planning their display methods in advance will determine whether these stocks can be perfectly integrated with the new season's clothing series. 7. Understanding the progress of accessories development orders in the new season The development of accessories is usually completed by fashion designers, but many domestic fashion designers do not have such ability and energy. If the company does not have a department specifically responsible for the development of accessories, then this work should be undertaken by the exhibition department. As for the reason, it can be summarized in one sentence: "A clever woman can't cook without rice". Without accessories, it is difficult to make the display excellent. Imagine a dark professional suit. If you don't even have brooches, scarves, bags and other trinkets, how can you shine? The order progress of auxiliary materials development is based on the fabric order, production arrangement and new product listing plan of the new season. The two most obvious advantages of accessories development are: first, the colors of accessories are completely consistent or in tune with the main colors of this season's clothing. Exhibitors find the color cards of fabrics in advance, and when developing accessories, they accurately provide manufacturers with the standard colors that match one or several fabrics, so as to avoid the mismatch between the developed accessories and the clothing colors. The second is to develop exclusive accessories. One of Chanel's classic accessories, camellia with the same texture as the clothing fabric, is the exclusive accessory mentioned above. This accessory is unique and perfectly matched with the clothing. Customers can't find more matching accessories except choices, which is the highest realm of clothing matching. Eight. Collect brand information The brand information mentioned here includes shop display plan, elevation view, real-life photos, and detailed statistics of props classification (models, display racks, goods bars, suppliers, responsible departments, etc.). ). With the development of the brand, there are more and more stores, the layout of each store will change, the display equipment such as props and models will be constantly adjusted, and the information of exhibitors will be updated, because these props are an important tool for exhibitors to interpret the dreams of fashion designers at the store terminal. Nine, understand the fashion popular information The most important feature of fashion is constant update and change. No change, no fashion. One of the purposes of the exhibition is to show these changes accurately and clearly. The plan and technology of the exhibition should also aim at raising the popularity. Today's fashion styles and colors don't have to go through the hands of fashion designers, nor do they have to be initiated by a country with traditional fashion culture; But by assembling one or two smart marketing departments, you can hype a brand into a popular brand and artificially create a popular style. This fashion affects all clothing and accessories, whether it's T-shirts or sports shoes, which can be the object of fashion. Therefore, the fashion industry is a combination of market operation and design, and the success or failure mainly depends on the cooperation of the two. Therefore, for the display of a clothing store, an experienced exhibitor will not immediately start work, nor will he just attract customers' attention through some gimmicks of display modeling. Instead, he will first adjust the store's recent sales data, inventory data and order data for in-depth analysis, understand the sales speed of new products and their corresponding inventory, and judge the product life cycle through the seasonal change law of the region, thus determining the main product series and promotion series; At the same time, communicate with the store manager to understand the customer's feedback on each product after the new product is launched, analyze the reasons for the best-selling and slow-selling products, and then find the "selling point" of the slow-selling products in the life cycle and make a prominent "display expression" of the products; Of course, it is also necessary to conduct research on nearby competitors to understand their new products, their main product features and exhibition planning, including the outstanding exhibitions of competitors' points A, B and C; Finally, it is necessary to analyze and judge the main passenger flow direction, passenger flow, customer entry line and other factors of the store. When the above preparations are completed, this excellent and experienced exhibitor will have a mature exhibition planning scheme in mind. What does the clothing store advocate? What's the theme? What is the selling point? What series is the focus? What series is promotion? How does the window echo the theme? And so on, there has been a clear context, and then through the professional display techniques and clothing collocation of exhibitors, the display work of clothing stores can be initially ended.