Fashion has a very strict timeliness. After time, it becomes outdated...

So every piece of clothing has its own 'life cycle', the so-called life cycle , not the customer's wearing time, this refers to the 'sale time' of the clothing in the store.

Different categories of clothing have different life cycles. For example, according to category analysis, the sales cycle of T-shirts can be four seasons, but the printing, version, and color of T-shirts may also have certain timeliness. .

But one thing to be clear here is that the longer the sales time, the better. The premise of this 'life cycle' is that the sell-out rate must be high. To put it more bluntly: the goods in the store need to be rotated very high. The rate is not that a piece of clothing has been hanging in the store for half a year, only a few pieces have been sold, and there is still a lot of inventory.

So, how to define the effective 'life cycle' of clothes in each store must be based on a series of data such as the store's profit margin, sell-out rate, inventory-to-sales ratio, etc. (a relatively complicated process, the editor will No need to go into details). For example, if a fast-selling brand launches new products at least once a week, then the product's 'life cycle' is one week - ten days, and the sales rate in one week can reach more than 70% of the product. But many brands may not be able to achieve this. The product 'life cycle' of large women's clothing stores is about 15-20 days, which is their stocking band.

According to the previous chart about the life cycle of the product:

For a new product to be launched, it takes time for media publicity and momentum building, the popularization of popular information, and the influence of Internet celebrities. Wait, so that the public will readily accept it. This picture basically reflects that after the international brand catwalk and new product launch conference, the life cycle of fashion products becomes a parabolic shape, but for general brand stores, the products are based on international fashion trends. Development, so when new products arrive in stores, they are basically already trends and products recognized and accepted by the public. Therefore, the 'life cycle' of new products after they arrive in stores should be as shown below:

Okay, Now let’s get to the point – after new products arrive in the store, how can we maintain the ‘sales cycle’ of the products in the store? Maybe it's a matter of the display division.

01 Store partitions

1. For ordinary stores, the display designer will divide areas A, B, and C according to the direction of customers’ movement and the amount of passenger flow: < /p>

Area A is the golden zone in the store, where all customers entering the store will go. It is generally used to display new products, or products that are promoted by the brand in stages;

Area B The products should have been in the store for a while, but they are still in the sales cycle. The relative theme series is still relatively complete and the main sales products;

The products in area C have been sold in the store for a long time, and the series It’s not complete yet, but it’s still on sale and needs some reorganization and promotion.

After the new products arrive at the store, the display method from the window to the store will be determined according to the style.

2. After the store display planning is done, it must be based on the quantity and major categories of styles arriving in the store. Choose a display method. The way to display new products is mostly to display new products in the form of (by class + by total look or color cycle and mixture). Special attention should be paid to the way of displaying new products to be different from other styles and categories. It must be exquisite and beautiful, and it must be Ensure the connection rate of new products.

The more high-end the brand, the more detailed the hanging display will be.

3. After the regional division is clear, the display of the store will be easier to standardize, and new and old goods will be clearly identified. distinction.

02 Product rotation

After displaying new products for a week, two situations will occur

1. After focused display and sales recommendations, the new products have received a very good response after being launched. Then the display method and location must also be changed. It cannot always be displayed in one location just because the new product sells well. It can be adjusted to the display location in area B according to the sales and product conditions. The model matching must also combine new and old models, and give models according to the sales focus. Display categories that are not selling well.

When new products arrive in a variety of styles and colors

2. At this time, the newly arrived products continue to be displayed in Area A, which is still the focus area of ??the store. Both the display and the sales staff are focused on new products. As a product sold in the prime period, if enough attention is paid, there will definitely be very good sales.

3. After the recommendation of all-round sales, but the sales of new products are not very satisfactory, then it is necessary to occupy a better display position at this time. The display area can be reduced according to the actual product situation, and it can be displayed in the store. In area C, you cannot ignore the display method just because sales are not good. It is better to carry out aesthetically pleasing displays and use models for regional display.

03 Problem-solving products

After a new product goes through a sales cycle, the “new product” is no longer new, and the display location has been adjusted from area A to area C. At this time, for Such goods need to be sorted into styles, and the remaining goods should be gathered together and displayed in large categories with reference to sales, or displayed near the fitting room for customers to match. The display windows also need to be replaced in time, and the previous display method can no longer be used.

The most fundamental purpose is to give products that are not selling well a new look and give customers a brand new feeling.

When there are relatively few products in the future, display furniture can be combined according to the structure of the products to create different displays.

When a product reaches its decline period, it cannot be displayed casually. It can be displayed in matching areas with poor sales in the store

It is necessary to change the window theme in time

In this way, the goods can have a high sales volume in the effective 'sales cycle' The sell-out rate, as well as changing the store image to the greatest extent, will also make regular customers come to the store regularly for consumption, which can only be accomplished by display.

Display is to "keep fresh" more goods, so that each product can be recognized by the market and gain value.

New Decoration's "Advanced Clothing" display course analyzes and refines the visual marketing theoretical system based on the display techniques of international first-line brands, and cultivates professional merchandisers by combining theoretical knowledge with operational techniques. The course starts with basic knowledge, assists with a large number of case exercises, and proceeds step by step, aiming to enable each student to clearly plan his or her career as a display technician. In addition, we adhere to the consistent philosophy of Xinshijue: small class quality teaching and one-on-one customized courses to ensure teaching effectiveness.

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