Display includes the following principles: passenger flow direction, display order, display direction and display height.
There are also those that specifically point out how to display casual clothes. You can go and have a look.
The following are the skills and specifications of casual wear display.
First, show the standard.
1, display requirements of the model
2, hanging display requirements
3. Stacking display requirements
4, props display methods and requirements (clothing wall, booth, island. . . )
A 1: model display requirements:
Model selection: At present, the company's models include full-body male model, full-body female model, half-body male model, half-body female model and lower-body pants model (two models). * * * Six kinds are made of PVC material and processed with vinyl. Joints are attracted by magnetism. The model's standard height is between 160cm- 162cm for female models, 75cm-82cm for bust and 176cm for male models. Male and female models should try to choose a style that is relaxed and casual, but gives people a sense of movement.
Display requirements: 1. Because Italian is casual clothes for couples, the models in the window are usually male and female models at the same time, forming a group structure. (as shown below).
Second, the application of semi-mold: the common horizontal platform and shelf deck also appear in the form of a group. The display height of the shelf is about 155cm. (as shown in the figure below)
Three: the application of pants mold: pants mold generally appears on the shelves, and also appears in two groups. Height is about 135cm. (as shown in the figure below)
4. Application of special circumstances: (1) The appearance of theme scenes needs the cooperation of multiple models; (2) Promotion of using single theme mode in cooperation with nearby Nakajima. (3) Static display.
Display requirements for A2 suspension:
Requirements for hanging display: At present, the main Italian display props are high wall frame and Nakajima props. The main display modes of high-wall shelves are vertical hanging, side hanging, suit matching and stacking.
The display requirements of suspension are mainly divided into:
(1) 3-5 pieces of clothes of the same style should be hung adjacent to each other at the same time, and the size should be full. Clothes with many sizes should be listed as popular sizes that are often sold.
(2) Hanging items should be kept clean and tidy, and items with creases should be ironed and leveled before hanging.
(3) Remove pins, clips and thread ends, and all buttons, zippers or belts should be in place.
(4) For non-cardigans or knitwear, the hanger should be placed under the clothes when hanging.
(5) Goods with series styles use hangers with the same style.
(6) Generally, the distance between goods hanging on side columns should be between 6 cm and 8 cm.
(7) The order of hanging size should be from front to back, and the size should be from small to large; From the outside to the inside, the size should be small to large.
(8) The color gradient of embedded suspension is from outside to inside, from front to back, from shallow to deep, and from bright to dark. The color gradient of the sidebar is from front to back, from outside to inside, from shallow to deep, from bright to dark.
(9) Goods of the same category and series are listed in the same exhibition area, and men's and women's clothing should be clearly distinguished and displayed separately.
(10) The distance between the clothes hanging and the ground should not exceed 15CM.
(1 1) Clean, handle and replace the goods in time after they are dirty.
(12) Put the main products or products with strong colors on the main display surface, so that customers can clearly understand the theme of the products.
(13) In the vicinity of the clothes hanging area, models can be properly placed to show the clothes hanging in this area. If possible, also configure POP.
A3 stacked display requirements:
Display requirements of stacking: Italian hardware requirements, stacking props are laminated plates and runways. Its display requirements are:
(1) Products of the same season, type and series are displayed in the same area.
(2) The stacked goods should be unpacked, and each pile of thin fabric products in summer should be 4-6 pieces; Winter thick fabric products are 3-4 pieces per stack.
(3) In principle, each stack covers an area of no more than 32cm×35cm.
(4) The spacing between each stack should be kept at L0cm ~ 15cm.
(5) The size sequence of each pile of stacked goods should be from top to bottom, from small to large.
(6) Each stack shall be kept neat and straight at the shoulder position, lapel position, fold position and angle position.
(7) Stacked monitors should avoid displays below 65cm or in dark corners. It is necessary to change the location of the displayed products to avoid unsalable sales.
(8) If the products are out of stock, you can use the products with different styles but the same color under the products.
(9) Accessories related to stacked clothes should be hung around nearby piles for additional publicity.
(10) The combination of cool colors and large color blocks is suitable for the bottom layer of the shelf.
The arrangement of (1 1) tones should gradually warm from cold to warm from top to bottom, and the color blocks should gradually decrease from big to small.
4. Props display methods and requirements (shelf wall, flowing platform, Nakajima)
Shelf wall: At present, high-wall shelves are composed of iron pipes, and internal punching, A-pillar embedding, hanging and laminating are all directly hung on the main circular pipe through A-pillar. The formation of vertical hanging is obtained by adding trunk on the basis of side hanging. High-wall shelves mainly display vertical hanging, side hanging and stacking. 1: 3 sampling has many cases. The hanging heights of high-wall shelves are about 130cm and 2 10cm. (as shown in figure 1), the height of the side hanging is also: 130cm, 2 10cm. (Figure 2) The height of the laminated plates is not fixed, and the spacing between the laminated plates is 26cm-28cm. (Figure 3) High wall shelf combination (Figure 4)
Water platform: generally, it is a stacking model and a model display. In the process of stacking, you can put new product information POP, activity information POP, promotion information POP and so on with auxiliary products or gifts. During the exhibition, keep the contents of the water table clear, the new products are matched with the new products, and the activity content is matched with the activity products. In normal times, the content of the water table should be rich and varied in order to attract consumers.
Middle Island Shelf: At present, there are two kinds of middle island shelves in temporary use: landing middle island shelf 450*450* 1350 and side hanging middle island shelf 1200*400* 1350. Landing on Nakajima Hanger is a hanger specially designed for hanging samples. It can be printed on the landing island rack in the form of 1: 2 to ensure that the same trunk is hung with the same model. If there is no model, it is the same series. If there are different series, they are composed of the same color system. The side-hung middle island frame can be sampled in the form of 1: 3 and displayed in the same series. It can also be used as a complete set, or displayed in the same series of colors. On the continental shelf of Nakajima, there is no mashup without style and a series of colorless associations.
Second, various types of display methods (pictures and text descriptions)
1, clothing (t-shirts, shirts, jeans. . . )
2, accessories (shoes, bags, scarves, belts. . . )
1: Clothing display mode: (1) Scientific classification: display by region according to commodity category. (2) Transform joint method: transform the display of goods at different times to make the store look brand-new, and jointly sell with auxiliary products on the basis of the sales of main products. Give people the feeling of frequent updates. (3) Category collocation method: display products according to their categories, such as clothes and trousers, shirts and trousers, shorts and T-shirts. (4) Model display method: Model display is attached to the product to make the effect intuitive. (5) Combination display method: according to various categories and series combinations, create an atmosphere of single person combination, couple combination or family combination. It is beneficial to the consumption of combined groups.
The above methods are all demonstration methods, which can provide reference. Now, let's talk about the display form in detail. Here are three commonly used display forms: (1) triangle stability method. Diagonal colors are displayed in the same color system, which makes the product feel very stable (as shown in figure 1).
(2) Color correlation method. Various color products can be constructed in the order from light to dark, from light to dark, from red to orange to blue-purple. (Figure 2) (3) Symmetric echo method. Hanging vertically and horizontally, it is displayed in a symmetrical way in an area, which looks very clean and tidy. (Figure 3)
(4) Display correlation method. For the main products, make a presentation on the front or next to the model display, so that the products are convenient in all aspects of coherence and fit. Moreover, there is an inherent relationship between the collocation and combination display of the inside and outside of clothes and the top and bottom of clothes, which is commonly used at present. (Figure 4) Series display mode: according to the series, the same model is displayed. (as shown in figure 5)
2. Accessories display: At present, accessories are displayed on the shelves (1).
(2) Flowing platform
(3) On the ornament rack
Third, the display principle (pictures and text description)
1, serialized display standard (by product design style, by season, by theme. . . )
2, the end of the season clearance display standard (by comprehensive, by price, by category, by color. . . )
1. First of all, the display principle is that the product display principle should pay attention to five elements: display position, display surface, display quantity, continuity of products and items, and consistency of single items. For importance, always pay attention to:
1, which will only be sold when it is displayed.
2. Product display can produce a strong brand advertising effect.
3. Product display can enhance the company's product image and strengthen the company's position in the eyes of consumers.
4. Improve the market share and market share of products and increase sales.
5. Product display can directly stimulate sales.
Italian display standard: if the product design style: according to the design style, the sample is 1: 3, and the goods are displayed together with the category theme. (as shown in figure 1)
If it is divided into seasons, we can promote products by band, sell other related goods and display them in the way of product association. (as shown in figure 2)
If sub-theme: products with the same theme can be combined according to the top and bottom, color system and so on to form an area for display and sales. (as shown in figure 3)
2. End-of-season clearance display standard:
1: Display mode of space props in the store: If the goods are cleared, the commonly used combination of float, nakajima, side hanging and POP should be adopted.
The theme of the whole store is how to clear the goods: at a price or at a discount? It can be said that the discounted products with the same price are classified and processed, which is in line with the POP remarks.
3. When the goods are cleared, except the contents of the goods, other shops should display them in an orderly way.
4. The cleared products can be hung and displayed on the side of the elevated platform according to categories, or displayed in an orderly way on the middle island, and the same product can be stacked on the running platform. At the same time, POP made eye-catching comments.
5. When clearing the goods, the color system can be matched with the same color system, and it should not be too messy.
6. When clearing the goods, the window poster can also clarify the theme and create a sales atmosphere.
Four. Product area division (graphic description)
1, area ratio (exhibition area, influence area, capacity area) and requirements for commodities.
2, color (order, taboo. . . )
3. Balance (specific gravity. . . )
4. Matching (product-product-auxiliary)
1: product area ratio and product requirements: before talking about this issue, we must first find out what kind of goods a * * store needs. Summarize the following aspects: 1: store area, store location, consumer group category, consumption ability level, per capita income, proportion of floating population and permanent population.
2. Analyze the consumption target, age, income, local consumption habits, consumption preferences, trendy or orthodox, sense of trend, pursuit of comfort, and analyze the purchasing psychology of local people.
3. Analyze the hardware of the store and consider its product mix (proportion, distribution, structure and display of product mix).
Proportion: T-shirts and shirts.
Exhibition: First of all, we should analyze the decoration, goods and consumption habits, and plan the layout of the exhibition, where is the "key point" and where is the "selling area". )
4. After the whole dish of goods is sorted out, we should consider the number of goods on hand and calculate the "life" of the goods, that is, the saleable cycle of the goods.
For the product area: from the point of view of VMD, the exhibition area is usually called PP, which is the area where customers' eyes are mainly concentrated after entering the store, and it is also the main exhibition area of commodity selling points. Such as hanging on a high-back shelf or displaying on a shelf. Sometimes people will call it the visual impact area, which is mainly the area where the main products are displayed or promoted. Then the capacity area is equivalent to IP, which is the main storage space and the necessary space for customers to finally form consumption. Some people sometimes call it the capacity zone. The regional proportion depends on the actual situation of the store. Compare IP "PP by quantity.
2. Color:
1) Symmetry and balance-
Symmetry (absolute symmetry, relative symmetry, reverse symmetry);
Balance (shape balance, quantity balance, force balance, color balance)
The basic display mode in storefront and commodity display design is also the most used display mode, which satisfies customers' sense of security and balance.
Applications: window display, mannequin display, horizontal platform display, IP display, atmospheric VP, etc.
2) Repetition and gradient
Repetition (single basic form repetition, multi-element repetition);
Gradient (shape gradient, quantity gradient, color gradient, position gradient, direction gradient)
Function: Repetition will shock customers and attract their attention through neatness.
Gradient will change an element on the basis of neatness, giving customers a directional line of sight.
Applications: window display, mannequin display, horizontal platform display, IP display, atmospheric VP, etc.
3) Rhythm and prosody-
Rhythm (repetition, gradual change, etc. );
Rhythm (continuous rhythm, progressive rhythm, fluctuating rhythm, staggered rhythm)
Description: Rhythm and rhythm are formed by using symmetry and balance, repetition and gradual change, which enhances the dynamics of shops and commodities, makes customers' vision not monotonous, and can attract customers' attention in one second.
4) Comparison and unification
Note: When using this method, we should find a unified element in comparison and seek comparison in unity, so as to enhance customers' recognition of things, because the comparison method can effectively satisfy customers' comparison and cognition of different things and enhance their curiosity.
5) Proportion and scale
6) Description: In the display design, abnormal proportions and scales are often used, which can strengthen customers' differentiated cognition of familiar things and enhance their curiosity and impression of things.
Product area balance: 1: Product area balance first needs hardware conditions: store design space balance.
2. The proportion and quantity distribution of top and bottom products are the factors that affect the regional balance of products.
3. The color display of products is also a sound factor that affects the regional balance of products. (shallow and deep)
4. Vehicle distribution and Nakajima are also factors that affect the regional balance of products.
5. The fabric of the product is also a factor that affects the regional balance of the product.
6. The balance of product area is restricted by many conditions such as category, quantity, color system, collocation, fabric, primary and secondary, layout and so on.
Product collocation: In exhibitions, the collocation of exhibitions generally includes product-product-product-auxiliary product collocation.
Products-products: the collocation of top and bottom coat, lining and coat, coat and bottom coat, top coat and top coat, top coat and small coat, etc.
In the collocation between products, try to match the theme style, or consider the style collocation, and finally consider the collocation of the same color system and the solid color system.