"Visual Marketing" Tests The Clothing Brand, And After Improving The "Enclosure", The Store Needs To Be Carefully Dressed

　　 Seven cards Promote the new image of the ninth generation Makasini Promote the new image of the eighth generation Norge The fifth generation new image is promoted, and the fifth generation new image is promoted by Xiaoyupi... With the frequent "face changes" of clothing brands, it can be seen that today's clothing industry has not only relied on product and brand competition. "Terminal victory" has been mentioned again, but what is concerned is no longer just the amount of "enclosure", but what kind of results "on the territory under the enclosure is worth thinking deeply. Among them, visual marketing began to be introduced and learned.

However, although the space design is constantly changing, the window has increased the frequency of replacement, and the display has become more and more important, due to the lack of talent and the shortcomings of the dealer system, the road to real visual marketing is still long.

　 Current situation: visual marketing wins consumers' hearts

Now, the store change frequency of clothing enterprises has evolved from three to four years at the beginning to two years. "Even some brands will push a new image every year, requiring a new image within three years." Zhang Juhong, the marketing director of Xiaopipi, said. At present, the shop window, an important part of the store, has been generally replaced every quarter, or even every two months. The display in the store is constantly adjusted with the shipping band.

The reason why the store image is becoming more and more important is that the days of sales driven by advertising have gone further and further, and product homogenization still cannot be solved well. As a result, enterprises began to realize that a unique and attractive store can improve the rate of entry, and a reasonable and attractive display can improve the transaction rate. "A good store image is a silent language expression and a process of education. It can not only drive sales, but also make consumers have 'stickiness'. Because through the store image and even the taste and feeling created by the store, consumers can deeply understand the culture of a brand. When consumers like a brand, sales is just a simple task. ”Liu Hong, director of Makasini brand, said.

Because consumers' experience of brand starts from the terminal store, visual marketing has become an important topic. The purpose of visual marketing is to improve the brand reputation through visual means such as door signs and shop windows.

"Visual marketing is playing an increasingly important role in the clothing industry. Visual marketing is very important not only in assisting and guiding merchants in product display, but also in promoting the fashion trend of the quarter." Chen Shengfa, a visiting professor at Hong Kong University, pointed out that, "At present, some domestic garment enterprises are also beginning to realize that the development of brands cannot be achieved only by large-scale competition. No matter how good the product is, it can not get the best display of product selling points, and no matter how many terminal channels it has, it is impossible to win the hearts of consumers. This is also the way of visual marketing.".

Constraints: design and talents are weak points

Although visual marketing is receiving much attention, the reality is that many people will feel that if they remove all the brand logos in the store, they will no longer be able to identify the shop. This is a problem that many brands are unwilling to face up to, but it does exist.

Just as clothing brands are troubled by the problem of product homogeneity, clothing brands are also faced with the problem of store homogeneity. Take the head of the store for example. In recent years, many men's clothing brands mainly use black doors and plastic steel materials. The only difference is the brand logo of the head of the store.

On the one hand, it is a problem of design, and on the other hand, it is a problem of implementation. There are also some enterprises that attach great importance to visual marketing and invite Korean, Japanese, American and French design masters to design at great expense. "However, the cooperation between foreign designers and Quanzhou enterprises is often limited to 'design'. It is simply to leave the renderings or design drawings of the terminal stores to the enterprises, which cannot implement the scheme to the end," Chen Shengfa said.

In addition, because visual marketing not only includes fixed parts such as space design, but also includes frequently changing parts such as goods display, window display, and the design of magnet points in the store. Therefore, whether dealers are conscious and capable of cooperating with enterprises to improve their store vision is also a big problem that puzzles brand enterprises.

In fact, in this link, Quanzhou garment enterprises are somewhat congenitally deficient. Most of the terminals of Quanzhou garment enterprises are in the hands of the dealers. Because of the large amount of investment required to change the terminal image, the dealers are not fully willing to cooperate with the store replacement plan of the garment enterprises. In addition, the number of stores that can easily reach thousands or thousands also makes it difficult for brand enterprises to coach dealers one by one when changing shop windows every season. In addition, dealers are often unable to implement the unified window theme of brand enterprises due to lack of relevant awareness or professional ability, let alone create an atmosphere of stores through display.

Of course, these problems are ultimately talent problems. "China's textile and clothing brand enterprises are still at the basic stage in the construction of the visual marketing system. There is a shortage of specialized display design talents, and there are few experienced senior visual management talents. Even if enterprises are willing to invest and cultivate, they are often aimless.". Chang Qing, president of Shenzhen Pan American Group, said that a talent who really understands visual marketing needs to have professional qualities in aesthetics, structure, engineering and other aspects. Due to the lack of talent, talent is often poached, making it difficult for enterprises to have a stable team.

　 Suggestion:

Build a professional team

For the visual system of the store, from design planning to implementation, Wu Qihua, the general manager of Quanzhou Youpin Space Planning and Design Co., Ltd., believes that building a team is the fundamental solution. For this reason, a few days ago, Quanzhou Youpin reached a strategic cooperation with Shenzhen Pan American Group. The purpose of cooperation is to help enterprises build teams by building a learning platform. "From space to basic display, atmosphere shaping to window display, we hope to build an industrial chain to help enterprises create their own 'store manager coach'. By training store managers, store managers can train Chen Lieshi of each store." Wu Qihua introduced.

It has its own talent team. At present, Attenborough is also preparing to build its own fashion business school. It will form school enterprise cooperation with relevant majors of Xiamen University, Zhejiang University and other universities, and solve the problem of talent structure through the bundling of talents.

Qipai has also done a series of work for the cultivation of talent teams. In March this year, Qipai Retail Training Department organized a training meeting for the spring and summer of 2011, which was attended by about 70 students from Qipai branches and agents across the country. In the training meeting, the teachers of Qipai Retail Training Department and Exhibition Department trained the trainees in the form of theoretical training, store practice and professional training skills. The theoretical courses include Basic Display · Eight Generation Image Appreciation, Model Matching and Window Making, Product Knowledge in Spring and Summer 2011, Store Standardized Operation Management, etc. The practical training courses include High Cabinet Display, Model Matching, Scene Making, etc. The display teacher will group the students for window and wall cabinet drills, and from color matching, display skills The composition principle, pattern and other aspects will comment and guide the students' exhibition works.

As for the problems at the dealer level, Wu Qihua suggested that enterprises could use a reward mechanism, "for example, we can encourage dealers to design their own shop windows, let them send the designed shop windows to the headquarters, and the headquarters will evaluate them. The top 20 will give free shelves, props, etc. in the next season, which will be very attractive to dealers." Wu Qihua also suggested that, Enterprises can train dealers on the importance of visual marketing at the national order meeting.

Septwolves, Norge and other enterprises also continue to deepen visual marketing in details. Among them, "Seven Wolves has invited the famous Korean design consultant team, and senior Korean professional designers have personally carried out the operation to inject the brand culture of Seven Wolves into every link of the sales terminal." Wu Xingqun, vice president of Seven Wolves, introduced. Norge has comprehensively updated its website and internal magazine. "Our new website and internal magazine highlight product pictures, weaken enterprise introductions and news, and use models or product combinations with strong visual sense to shock consumers' eyes, making it easier for consumers to remember you." Wang Weiwei, media director of Norge Brand Center, believes that visual marketing has not only covered store terminals, but also websites Internal magazines are also visual marketing channels for enterprises to present brand culture.