TIANLUN (TIANLUN) Women ---- clothing brand management tips for the display work

10 years ago, the retail industry has always had a very popular phrase called "Winning Terminal," talking about the retail industry in fact, the terminal competition in the three elements: "people, goods, market," who do not know the sort of arrangement, if I would like to arrange what I consider to be "goods, markets, and people" and have good products. With the help of a good display, people's work will be less effective, otherwise it will be less effective. Today, what I am going to talk about is mainly the "market" , Here said the field, I think it is the gas field stores, good stores naturally have a good gas field, can naturally attract consumers, the gas field is mainly relying on the store's hardware decoration and store software display to reflect , But the hardware decoration is generally one or two one-time, will not change often, so, in order to make the store an attractive aura, it must be "decisive display," and the display is done by people , Someone has a team, there is a team that needs to be managed, so the key topic to talk about today is how the apparel brand performs "the formation and management of the display team"?

First, the current status of domestic clothing brands display:

Currently on the domestic market to do a relatively good display of basic foreign brands, there are a small number of domestic brands emphasis on display, but most domestic brands have many problems;

Display this concept into the country has been 10 years, the domestic brands are basically set up the display of this department or this post, but why most domestic brands terminal display or unsatisfactory, can not play its real role?

According to my own experience since 12 years of understanding of the domestic clothing brand, there are several common problems:

1) The display department is not valued enough: the display department is defined as an auxiliary department by the enterprise, which is not valued by the enterprise for a long time. Its position in the enterprise is lower than that of the design department or the marketing department. Even some enterprises do not have any department or display Post; 2), display managers know one-sided display of the exhibition: display work is a combination of emotional creation and rational management, domestic brand managers are usually creative managers or sales staff was born, the understanding of the display of work is more comprehensive , Resulting in one-sided display of the work; 3), the store can not be fully integrated image: display department team building and system development is not in place, resulting in display of standards and models can not be quickly communicated to the terminal stores, may be able to do the headquarters of the city Several self-managed stores can not achieve the unity of the national store image; 4), display department and marketing department long-term opposition:

Display departments and marketing departments did not form an effective cooperation and communication system, often each array, leading to opposites; 5), showing the phenomenon of job-hopping serious, leading to the brand's display model is uncertain, often changing: the brand does not establish its own unique display mode And positioning, most of the display mode are imitation and operation phase of each other, with the display of talent constantly changing display mode is constantly changing. 6), the display division only concerned with the display itself, the impact of other factors that affect the display is not enough: display is a comprehensive discipline, must be thought of all the factors that affect their playful, mature display division should be involved in marketing, product development, store planning , Lighting settings, POP design, etc., from the source to solve the problem.

Second, how to solve the existing display problems:

To solve the problem of display management is by no means a few training sessions or immediately recruit a few display division can be immediate, display management is a need to be apparel companies consistently high recognition and long-term perseverance efforts can be gradually effective A systematic project, long story, I think it is from the most basic common sense to start it! 1, what is the display?

Famous Italian fashion designer George. Giorgio Armani had an early window display at a department store in Italy, and Armani, an aristocrat, had a deeper understanding of the display of the store: "We wanted to create an exciting and unexpected experience for our customers While maintaining a clear and consistent identity as a whole.Every part of the store expresses my aesthetic philosophy and I hope to present my design in a space and an atmosphere that will provide a profound experience for our customers. "

Please note this sentence: "Every part of the shop expresses my aesthetic philosophy and I want to showcase my designs in a space and an atmosphere." That is to say, Armani's clothing is specific to Armani stores Environment, the specific lighting, display methods and sales staff services, such a particular brand of culture sold under the atmosphere, imagine if the Armani clothing into the public casual wear shop sales, but also to sell stores That price?

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