In fact, this statement is somewhat exaggerated and even misleading. The shop design, decoration, window, aisle, model, backboard, props, lighting, music, POP advertisements mentioned in the above definition still belong to the category of display. Take POP advertising as an example. Where should I put it in the store, what color should I use, and whether the effect is consistent with the overall feeling of the store? These are still on display, but visual merchandising's methods have been used, such as product manuals, trademarks and labels. Far beyond the scope of exhibition work, it is usually the responsibility of the planning department and belongs to the overall operation of the company.
Accurately speaking, exhibition is an important part of visual merchandising. Does it include? It covers marketing, psychology, visual arts, ergonomics and other disciplines. It is a comprehensive subject, an important means of brand image building and one of the most effective marketing means for terminal stores to improve sales performance. The purpose of exhibition design is to promote product sales and enhance brand image through scientific planning of products, windows, shelves, models, lighting, music, popular posters and channels.
The Significance of visual merchandising
The so-called visual merchandising is to use the impact of color, shape and sound to attract potential customers to pay attention to products, thus increasing the attractiveness of products. To some extent, there will be many potential customers as many eyeballs are attracted.
In foreign countries, when it comes to visual merchandising, people will immediately think of TV, magazines and other fashion media, and brands usually use these direct visual expressions for publicity. This marketing method is widely used by international brands, and they will spread the brand information to all corners of the world with beautiful pictures or short films at the right time. No matter where you are, advertisements can be seen everywhere, and the contents of these advertisements revolve around products from beginning to end. The products you see on roadside light boxes, magazine advertisements and airport scrolling screens are exactly the same as those displayed in the window of specialty stores. In other words, no matter what form of publicity is used, the brand promotes the same product and the same feeling. Consumers choose a brand because they like the feeling of brand building, the consumption environment provided by the brand and the lifestyle advocated by the brand.
With the development of domestic clothing culture, more and more people choose to open clothing stores, which makes the competition in this industry increasingly fierce. Fierce competition has continuously improved the overall level of the store. Shopkeepers try their best to make selling points, hoping to produce a "stunning" effect so that passers-by can notice the clothes displayed in the window at a glance. They gave the dress a story and a background. Since then, this dress is no longer just a dress, but has a personality and even represents a way of life. Just like seeing T-shirts and jeans, I think of an unrestrained American lifestyle; When you see professional clothes, you will think of elegant and solemn work scenes; There are also some clothing brands whose styles are very eye-catching, sexy and wild, or flamboyant, which makes it easy for people to identify the origin of this kind of clothes. These all belong to the "visual merchandising" way.
Show the visual merchandising system that cannot be separated from the brand.
Visual merchandising is a marketing method to achieve sales goals through visual stimulation. It includes display design, store POP design and store design. Among them, exhibition design plays an important role in visual merchandising because of its flexible way and its influence on clothing modeling and color. All the main ideas and expressions of exhibition design are inseparable from "visual merchandising", which is the main line to grasp the brand image. Build a complete culvert? Visual merchandising system, which covers the media advertising image, product release activities and store terminal image, is the long-term goal of brand development. Therefore, an accurate understanding of the concept of "visual merchandising" is very beneficial to how to understand "exhibition".
Although almost no brand in the domestic fashion industry has really established a complete and unified visual merchandising system, I believe that at the current speed of industrial development, a large number of brands will appear in the near future.