Fans often ask: "I have no experience, how can I switch to an exhibitor?" ? "Fang Chen studious? How to get started? " ? "I am an ordinary brand exhibitor. How can I switch to an international brand? "
Today Bian Xiao will share with you the "requirements" and "skills" of exhibitors. I hope it will help everyone. Luxury exhibitors naturally have higher requirements than ordinary exhibitors, and their ability to match them is relatively more professional.
The basic abilities that exhibitors need are:
Need to have a certain understanding of luxury goods, famous clothes, shoes, jewelry and leather; Have certain professional abilities such as image planning and spatial planning and product display skills; Use the color and collocation of products, according to the brand style and the actual situation of the store; Have certain experience in shop display, product combination and window display;
In addition, there are not many exhibitors in large companies, so exhibitors need to go on business trips to other places, be responsible for the display design of shelves and exhibition activities in the whole area, adjust the window and yard according to the sales situation, and put forward suggestions on product integration and commodity adjustment.
Product planning and visual display marketing ability
This part mainly includes brand culture and store space planning, product planning and visual display planning. In the process of planning brand culture and storefront space, exhibitors need to master visual display management process tools, product planning and visual display rules, storefront layout and regional settings, dynamic planning, comprehensive application of colors and display forms, types and corresponding outputs of visual display tools, and application of brand visual display system and tools.
Visual display planning and template application ability
For visual display planning and template application ability, it mainly involves various commercial space display applications, digital visual display marketing planning and application, brand visual display management and application. From the visual display planning and implementation of various commercial spaces, to the types and applications of commercial retail data, to the recording and analysis of effective data, the creation and application of various templates are all skills that exhibition managers must master.
Brand image planning and management ability
Exhibitors should not only have sufficient creative ability, but also plan and manage the whole brand image from a higher angle. Including store planning, color lighting, display collocation and commodity selection, distribution and management of display team, formulation, implementation, analysis and evaluation of visual display guidance scheme, creating purchasing power through management, and formulating visual display scheme for private brand sales.
Visualize the ability of process management
Visual display process management ability includes two parts: visual display marketing rules and management, visual display marketing work execution and process standardization. Its main contents include visual display marketing time arrangement and application, time arrangement and daily work arrangement, annual, quarterly and monthly visual merchandising plan, competing product evaluation and analysis, visual display SWOT analysis and application.
Through visual merchandising's systematic knowledge, we can effectively combine space atmosphere design with visual economy, promote brand service professionalism, and expand the scope of fashion projects.