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18 Professional Terms For Display In A Clothing Store!

2019/8/8 11:58:00 78

Clothing Store DisplayClothing Store SkillsClothing Display Methods

Opening a clothing store wants a good store performance. Besides having good products, there must be a good display of talents. If you know how to display clothes, you can show the best clothes to the customers, and at the same time, they can also facilitate customers to choose. It can be said that "display is a technical activity", so to learn to display, we must first understand the relevant display terms. Today, Xiaobian summarizes 18 common terms of display in clothing store display.


1, visual merchandising

VMD is the abbreviation of English "Visual merchandise design", commonly known as "visual merchandising" or "visualization of commodity planning". The concept of VMD was born in the United States in the 70-80 era, and served as a link in the retail sales strategy.

People get information through facial features, of which 70%-80% is acquired through vision, so visual merchandising is very important.

2, display

Display is a comprehensive art. It is a collection of advertising, artistry, ideology and authenticity. It is the fashion art that customers can feel most directly. Display is also a creative visual and spatial art. It includes all visual elements such as store design, decoration, window, channel, model, backplane, props, lighting, music, POP advertisement, product brochure, trademark and tag. It is an integrated and systematic concept of collection. "Where there is merchandise, there are display designs".

3, VP visual display

Role - to express the overall impression of store stores, to guide customers into store stores, to focus on the creation of situational atmosphere, and to emphasize the theme. VP is an important demonstration space to attract customers' first line of sight. The location is display window, store entrance, central island exhibition booth, plane exhibition table and so on.


4, PP point of sale display

Function - express the impression of regional stores, guide customers into the depths of each counter store, display the characteristics and collocation of goods, and display the relevance with actual sales goods.

PP is the main area of sight after customers enter the store, and it is the main display area of merchandise selling point. The location is showcase, exhibition rack, model, store column and so on.

5, IP single product display

The function is to categorization and collation of the actual sales commodities, mainly by placing goods. Clear, easy to touch, easy to choose and easy to sell display. IP is the main storage space. It is the necessary space for customers to finally form consumption, also known as capacity area. The location is showcase, exhibition rack and so on.

  6, POP

It is the initial letter of Point Of Purchase, the advertisement when buying goods. It is a means of sending information to arouse interest and curiosity of customers. In the name, slogan, price and so on, we should work hard in appropriate form, size, color and readability.

7. Scene display

Scene display: also called situational display, it is mainly used in window and shop VP points to set up a specific theme, such as party, work, travel, etc. A scene is displayed on specific occasions.

8, golden area

The easiest to see is the easiest way to get the display range of your hand. There is no clear requirement that the height of the target (men, women, children) should be adjusted accordingly.


9, dead ends

The so-called shop corner, refers to the shop less fortunate corner of the customer, called shop corner, also known as the cold area.

Objective factors

Fang Fang Zheng shop type is the most difficult to have dead ends, but not every shop is perfect, of which two types of shops are most likely to cause dead ends.

1. irregular shops

Irregular shops are prone to dead corners, especially in shops of L type. Customers usually linger in hot areas, making it difficult to get to the corner of the corner.

2. long and narrow shops

If the line is not well designed, customers tend to linger at the front of the store. If the interest in the product is not high enough, it will be easy to shop, but not to the back of the store. At this time, the back end of the store will become a dead end.

human factor

In the space design stage, the designers do not know the display, or do not have professional participation, causing some regional passages to be too narrow, or the lighting design department can cause the light to be too dark. All these factors will cause shop corner.

If a broad column blocks the line of sight, the post column area is easily ignored by customers.

  10, moving line

The moving line is the customer's walking path and moving route in the store.

There are three principles for moving line design.

A. right row habits

Most people are accustomed to walking with their right hands and on the right. If there is no special guide, entering the store is also like walking on the right side, and the direction of the flow is mostly counterclockwise. Therefore, when designing the moving line, the right side should be preferred.

B. chromaticity

People are naturally sensitive to color. Therefore, in the design of store lines, we can add large color blocks to lure customers.

For example, the color of yellow and red will give rise to the role of "advancing psychology" and urge people to move forward. It can also use the psychological effects of color to reduce the narrow shortcomings in the store.

C. width planning

In order to distinguish the main and secondary channels, we can make a difference in width.

For example, the width of the main channel used to guide customers into the store is: 120CM

The width of the secondary channel connected to the main channel is 90CM

11, SKU and SKC

SKU: single monochromatic single code (the smallest unit of stock), such as clothing store, each color M, L, XL three pieces, that is, 3 SKU; if it is M, L, XL, XXL four, that is 4 SKU; if there is a broken code, out of M, SKU, four, four, that is 3.

SKC: single monochrome, such as clothing store only one M code per color, then it is 1 SKC, if this color out of L, XL code, then these two clothes, or the same SKC, if there are 15 pieces of goods hanging on one bar, 3 of which are the same 3 different colors with different codes, then that can be hung 15 SKC of the cargo pole, only 12 SKC.

12. Ping efficiency

It refers to the efficiency of 1 square meters in terminal stores, which is generally regarded as an important criterion for evaluating the strength of stores. Flat effect = sales performance, shop area.

In general, shops with low floor efficiency tend to have more dead ends.

  13, sold out rate

Sold out rate = the number of sold items per purchase period.

There is no need to promote sales of products that are salable, only sales of unsalable products need promotion. Unsalable products can be determined by selling rate. Generally speaking, the sales life cycle of clothing is 3 months; if in three months, it is not because of season, weather and other reasons, the clothing sales rate is less than 60%, then it can be generally judged that the sale of this product is problematic. Of course, it does not need to wait until three months later. In general, in the first three months, the size and color matching are complete, the sales rate will be 40 to 50%, second months will be 20 to 25%, and the sale rate will only be third to third in the third months. When the first month's sales rate is much lower than 40%, and without any other reason, it is necessary to pay special attention to strengthen the display or promotion.


14. Inventory ratio

The ratio of inventory to sales refers to the ratio of merchandise inventory to daily average sales in a cycle. It is the relative number of days in which goods are reflected in the inventory. The more precise rule is to use daily average inventory and daily sales data to reflect the current inventory sales ratio. The more unmarketable goods, the larger the inventory ratio. Mr. Chen should always keep in touch with the inventory ratio of each series and each style, especially the selling and selling ratio of the best seller, and calculate the selling days of the abnormal selling funds of the selling blocks, so as to decide whether or not to continue the main push.

15. Rate of entering shops

According to the survey, people pay attention to the time of a commodity in the first 3 seconds. Deciding to purchase 70% within 3 seconds depends on the visual impact. Therefore, it is very important to attract customers into the store and promote the transaction by using Chen Li.

The front door of a general clothing store is within 8M. According to the speed of ordinary people, the time passed is 10 seconds. Therefore, catching your customers within 10 seconds is the key to window design.

16. Joint rate

The total number of sales divided by the number of small sales tickets is called the joint rate. Joint rate = total sales volume, sales small ticket number (less than 1.3 indicates that the overall additional serious problems) personal sales joint rate = total personal sales volume, total number of individual votes (less than 1.3 indicates personal additional problems)

17, customer unit price

It refers to the average purchase amount of goods per customer, that is, the average transaction amount. The formula for calculating the unit price is: the amount of sales, the number of transactions.

18, dynamic selling rate

The dynamic selling rate refers to the ratio of the number of goods sold in a store to a certain period of time within a certain period of time. It is an index for measuring the sales dynamics of goods in stores and a basis for assessing the speed of commodity realisation.

Through the analysis of dynamic sales rate, we can draw the following judgments:

First, if the sales rate is high, consider whether more new products should be added and the breaking rate of existing goods should be reduced.

Second, if the dynamic selling rate is low, we need to find out the reason. It is the problem of display, whether there is a lack of sales skills, or whether the style of merchandise is marketable or not.

Through the analysis of dynamic sales rate, the corresponding adjustment of commodities can be made quickly so as to improve the dynamic sales rate and make all goods in the store become effective commodities that can contribute.

These are the 18 display terms that must be known in a clothing store. If you want to create a good shop display environment, you must know clearly, so that you can do a good job in the display of clothing stores.

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