Store design

1, no creative clothing store design will certainly not bring impetus to sales. The appearance of the storefront includes the landscape, architecture, storefront light box, architecture, shading, and the decorative function of transparent windows can not be ignored. Appearance is an important part of attracting target consumers, and the principle of the whole clothing store design is to attract passers-by as much as possible.

2. Window design

Window display has the functions of transmitting information, displaying enterprise products, creating style and taste, and attracting customers' visual impact. Window display is the soul of a brand. Lighting and light colors can strengthen the popular theme and coordinate with the clothing itself. Clothing and accessories should be contrasted with the background to highlight the goods.

3. Shop props design and planning layout

Usually, a standard clothing store should have: 1, image wall design; 2. Elevated design; 3. Window design; 4. cashier design; 5. Low frame design; 6. Design of the middle island frame; 7. booth design; 8. Sofa design; 9, fitting room design (warehouse); 10, jewelry cabinet design; 1 1, click; 12, lighting design; Ceiling and floor design. Clothing store design is the highest grade design in fashion industry, and it is an aesthetic design that integrates taste, concept and consciousness understanding. Reasonable layout of the above content depends on the designer himself.

Understanding the background and style determines that only by finding a suitable designer can we design the ideal storefront style of the brand, and professional and industry experience is the most important.

4. Lighting design

When designing lighting, the first thing to consider is the overall coordination of the storefront.

1, integral lighting, also known as general lighting, mainly provides space lighting and illuminates the whole space. Usually the lights on the ceiling are the main ones.

2, product lighting, refers to the products placed on the display cabinets, display shelves to strengthen lighting, so that it can better reflect the fabric, workmanship, texture, color and so on.

3. accent lighting, aiming at the lighting of an important item or space in the store, such as the lighting of windows, posters, models and crystal ornaments. Lighting design also plays an important role in clothing store design. Indoor lighting can also directly affect the atmosphere in the store. Walking into a brightly lit shop and another dimly lit shop will have completely different psychological feelings: the former is bright and relaxed; The latter is depressed and depressed. Proper lighting in the store can not only render the atmosphere in the store, highlight the goods and enhance the display effect, but also improve the working environment of the sales staff and improve the labor efficiency.

4. Music design

The reasonable design of music will bring a good atmosphere to the store. When choosing music to play, pay attention to the reasonable collocation of music type and time. Before going to work, play elegant and quiet music for a few minutes, and then play exciting music. When employees feel tired in stressful work, they can play some soothing light music to relax their nerves. Near the end of business, music should be cheerful, enthusiastic and inspiring, so that employees can concentrate on their work. When choosing the type of music, it should be based on the type of clothes sold. Generally speaking, popular clothing stores should focus on popular and rhythmic music; Children's clothing stores can play some cheerful children's songs; High-end clothing stores can choose light music to show their elegance and high-end. In the process of clothing store sales, with warm and rhythmic music, customers will have the impulse to buy.

5. Smell design

Like sound, smell has two sides. The smell in the shop is very important. When you enter the store, the good smell will make customers feel happy. The new clothes in the clothing store will smell of fiber. If there is no other smell in the store, only this fiber smell is a positive smell, which is in harmony with the store itself and will make customers think of clothes, thus creating a desire to buy; Sometimes it is necessary to spray a suitable freshener in the store, which is beneficial to remove the odor and make customers feel comfortable. However, it should be noted that you should not use too much when spraying the freshener, otherwise it will make people disgusted. Pay attention to adapting the concentration of fragrance to the upper limit of customers' sense of smell.

6, ventilation equipment design

There are many customers in the shop and the air is dirty. In order to ensure the fresh and smooth air in the store, air purification measures should be taken to strengthen the construction of ventilation system. The sources of ventilation can be divided into natural ventilation and mechanical ventilation. Natural ventilation can save energy and ensure that the air in the store is suitable. This kind of ventilation is commonly used in small shops.

7. Uniform design

The shop assistant's uniform is very important. Uniformity will make customers feel energetic and motivated, which is also an important point of atmosphere design. The design of uniforms should also pay attention to the fabric, color and style of uniforms.

Five, clothing display planning

1, clothing display skills

(1). The height of the clothing display rack is generally 90 cm ~ 180 cm, and the best display position from the customer's chest to the eyes is called "golden space".

(2) The concept of commodity type varies according to the shape, color and price of the commodity itself, which is suitable for consumers to choose and visit exhibitors.

There are also different types. Generally speaking, it can be divided into:

A. the little ones come first, and the big ones come last.

B.the cheapest comes first, and the most expensive comes last.

C. The darker ones come first, and the brighter ones come last.

D. seasonal goods come first, and popular goods come last.

(3) The effective use of partition is the key point of clothing display: it is used to fix the position of goods, prevent goods from being out of stock without inspection, and keep the shelves clean (three-dimensional display facing outward can make customers easily see the goods. Posting position of price tag: it should be consistent to prevent falling off. If there is a special event, it should be marked with POP or special price tag. Clothing display: from big to small, from left to right, from shallow to deep, from top to bottom)

(4) Shelf division: (Upper floor: display some representative and sensible goods. The gold floor displays some distinctive high-profit commodities. Middle floor: display some stable goods. On the lower floor, show some more expensive goods)

(5) Focus on showing the use of lights, colors and decorations to create an atmosphere and concentrate customers' attention. The standardized product label of clothing display is facing up, which can make customers see at a glance and take it easily. It is also the most basic way to show. Safe and stable display can avoid the danger of automatic collapse of goods, especially top-grade goods. The display height of the top floor must be consistent.

(6) The vertical display of goods is the so-called vertical display. Moving eyes up and down is more comfortable and convenient than moving eyes left and right, and it can also prevent customers from looking at the displayed goods. Keeping the height of goods and arranging shelves flexibly can make the display more varied and balanced. Keep the store clean and pay attention to hygiene.

(7). Use walls, columns and counters to change the display.

(8). A large number of hanging monitors

(9) Beautify and decorate the POP display.

(10. The method of commodity display and the basic method of key display: display; Side by side: display stand, display table; Stacking: sales desk, display desk; Throwing: floats, trolleys

(1 1). Sticky display and posting: wall, picture frame net binding: thin and strong rope, stick.

(12). The hanging monitor is hung by a hanging crane.

(13). Precautions for clothing display: Do you want to summarize similar products and display related related products together? Is the arrangement of colors and design styles easy to distinguish? When stacked, is it displayed randomly? Are you worried that the accumulated goods will collapse because they are too heavy? Are partitions used? Are there too many goods piled up where you can't reach them? Or is it too little to look thin? What are the precautions for pasting monitors and display screens? Is it careless to stick it on the plane, which will damage the charm of the goods? Is it even when sticking the panel? Are the posted goods and equipment in an unstable state? Is the background material and color so different from the commodity that it obliterates the charm of the commodity? Did it drop as soon as it touched the goods and the equipment collapsed? From the customer's point of view, is it very appropriate to hang goods? Is the height that the hand can reach? Is there too much or too low hanging of goods, which hinders the transparency in the store? Does hanging the monitor in the aisle hinder access to the store? )

2. Clothing display method

(1) Scientific classification Most clothing stores have many types of business, which can be sorted by age. The entrance is children's clothes, the middle is youth clothes, the innermost is old-age clothes or children's clothes, or the middle-priced clothes on the left, the high-priced clothes on the right, and the innermost is the place where after-sales service is provided. Scientific classification brings convenience to customers' purchase and store management.

(2) Clothing stores with frequent changes deal in fashionable goods. Every time there is a fashion, the face of the fashion shop will be completely new. If the goods haven't changed much, you can make some changes in display, decoration and decoration, and you can also make the store look brand-new and attract customers.

(3) The joint convenience method puts together a series of articles needed by similar consumers, or puts together frequently matched styles. Put men's shirts, suits and ties, tie clips, etc. Together, and put the coat and hat and scarf together in autumn and winter.

(4) Cyclic Repetition Method Some clothing styles have been placed in a certain position for too long, and no one cares because of the influence of light and surrounding styles. At this time, it will be more noticeable to move the clothes on the inner shelf to the outer shelf. By repeating the cycle and putting new styles on the shelves, the whole clothing store will give people a feeling of constant change.

(5) Wardrobe combination method In each season, the consumer's wardrobe is a brand-new combination, and the styles of various occasions, uses and themes are rich and orderly. With the accelerated pace of urban life, people need more wardrobe combination design services. Clothing stores may take advantage of this psychology when combining goods, and at the same time add a domestic design service. The combination can be divided into single combination, couple combination, family of three combination and so on.

(6) Decorative contrast method Doing some decorative contrast in clothing stores can strengthen the artistic theme of clothing products and leave a deep impression on customers. For example, draw some childlike patterns on the walls of children's clothing stores, put a bunch of flowers near couples' clothes, and put an animal specimen in high-end leather clothing stores. But the decoration must not pretend to be the owner.

(7) Model display method Most fashions are sold by directly showing the effect to consumers. When people see a beautiful display, they will think that they are so beautiful inside, which is an irresistible psychology. In addition to hanging display and shelf display, stores can also use models for display. There are usually real and dummy models to show, and beautiful salespeople can also act as models. This is how the world's first business model was born.

(8) Effect application method The first thing people see when they enter the store is an effect. This effect can not be formed only by the clothing style itself, and many other related factors will affect the overall effect. Such as playing music, lighting, playing video, etc. , are related to the mood of clothing buyers, but also related to the taste and credibility of the store. Some big stores set up child care stations in order to have good sales effect. The installation of large-format mirrors in fashion stores not only expands the space of the store visually, but also facilitates the fitting of customers.

(9) The winding path leads to a secluded place There is a good poem by the ancients, "My road twists and turns through a sheltered valley, branches and flowers, to a retreat of Buddhism". The container layout of clothing stores should be conducive to customers' walking and make them go on, giving people a fascinating feeling. For deep shops, it is advisable to design the passage into an S-shape and extend inward. For shops with square and rectangular venues, customers can turn around several times through the arrangement of shelves, so as not to turn around and leave after entering the store.

Six, personnel management

1, employee recruitment (drafting recruitment standards, reviewing materials and interviews, and selecting qualified employees)

2, staff training (service skills training, commodity knowledge and management training, store operation skills training, ideological training,

Comprehensive quality training goal)

3. Make employee training plan (professor training method, mutual learning and improvement method, case analysis method, meeting method).

4. Staff management

Pay attention to employees (customers are the god of employees, and employees are the god of bosses; Paying attention to employees does not mean conniving at employees; Let employees become the owners of the store)

Understanding employees (observing new employees and observing new employees) can be realized from three aspects: first, observing new employees' work discipline (implementing rules and regulations, etc.). ), second, observe the performance of new employees (initiative and personality, etc.). ), third, observe some details of new employees. The four forms of employees and the corresponding management methods are: First, they are capable and passionate. There are very few such employees, who have the conditions to complete their work and have a good work attitude. For such employees, the store manager should show absolute trust, and at the same time give him as much responsibility and rights as possible, so that he can fully display his talents. Encourage employees' work attitude (first, praise publicly and criticize separately. Publicly praising good employees not only enhances their sense of honor, but also sets an example for other employees. Don't criticize in front of other employees, let alone customers. The first salary system to motivate employees is to increase the proportion of performance commission. Increasing the performance commission ratio will naturally reduce the fixed salary, and some store managers will worry that it is difficult to recruit employees because the fixed salary is too low. The reason why new employees are worried that the fixed salary is too low and affects the overall salary is because they don't know how much sales performance can be achieved. At this time, as long as the total salary range is planned and a guaranteed salary is set, the worries of new employees will be relieved.

The second is to keep employees busy. To keep employees busy is not to assign tasks to employees blindly, but to allocate their working hours reasonably. In particular, some shop operators with bad business ideas always like to punish employees' working hours. In fact, sales work is different from production, and it is not the time to accumulate sales. Its mood and work attitude are more important. For example, three people can cope with working hours, and five people have to be arranged, which will make employees more idle. Over time, employees will form a lazy habit, and even if they are busy, they are unwilling to take the initiative to receive customers and other work. Therefore, it may be unreasonable to arrange shifts for single shifts or morning and evening shifts. Need to arrange shifts according to the actual situation of the store, time period, people flow and other factors. Similarly, the study time of a shop should not be arranged only according to the situation of the surrounding shops, but should refer to its own sales data. Let every employee get busy, and after a long time, they will form a good habit of being diligent.

It is the occasional relaxation of employees. For example, when there are not many people, occasionally let an employee get off work a few hours in advance, and the effect will be very prominent.

Seven, sales service

1, clothing display

A, clothing display principle: let customers see the value of clothing; It is the customer who touches the clothing to make it realistic; Give customers a variety of choices; The display style should vary from person to person.

Clothing display method: correctly place clothes, communicate with customers, display and recommend them in time.

C. Clothing display skills: plan ahead and take your time; Use a language that customers can understand; Explain the special attention.

2. Shopping guide service

A. Matching service of customers' clothes Whether the clothing shopping guide can provide customers with high-quality clothing matching service determines whether customers go shopping in the store.

B. The color matching service for customers' clothes is mainly to provide customers with color matching service for clothes with different colors according to different skin colors.

C. Providing jewelry matching services for customers Female consumers generally pay great attention to the matching of clothing and jewelry, and now men are paying more and more attention to the matching of clothing and accessories.

D. Temperament service of customer's dress According to customer's temperament, customers are advised to choose the appropriate brand and dress.

E. Environmental service of customer's dress When buying clothes, customers will be told where it is suitable to wear this kind of clothes.

F. Personalized service for customers' clothing provides customers with necessary comprehensive clothing matching services according to customer groups and clothing styles, so that customers' clothing can reflect their individual characteristics.

G. Seasonal service of customers' clothing There are different clothing combinations in different seasons, which are manifested in different colors, different styles and structures and different technologies.

H, the customer's clothing fabric service should explain the characteristics and maintenance knowledge of different fabrics to customers, so that customers can understand the clothing colors of different clothing fabrics.

I. Customer Dress Consultation Service

3. Handling of customer complaints

Skills of handling customer complaints: listen to customer complaints patiently and don't argue with them. Accept complaints in good faith.

Understand complaints from the customer's point of view. Find out the causes of complaints and deal with customer complaints effectively.

VIII. Management

Goods control and promotion

1, commodity composition:

(1), the main commodity, is the representative of the whole inventory, can create a higher sales record, and is a low-margin commodity.

(2) The subsidiary goods offset the money of the main sales force, and the customer did not know it, so there was moderate risk.

(3) Related goods, that is, fashion goods, have high profits and high risks.

2. Proportion of commodities:

(1). In business, 75% of A's main commodities, 15% of B's auxiliary commodities and 10% of C's related commodities.

(2) In the category of commodities, A main commodity accounts for 20%, B auxiliary commodity accounts for 40%, and C joint commodity accounts for 40%.

3, the usual commodity classification:

(1), according to customer groups: such as age, gender, occupation, living standard, way of thinking, real estate purchase habits, etc.

(2), according to the purpose of the goods.

(3), according to the degree of satisfaction

4, store commodity configuration:

(1), according to the distribution of goods in the store.

(2) The types of goods sold in stores are generally influenced by seven factors: a goods that meet the needs of most customers, b goods that use space effectively, c goods that can exert the greatest utility per square meter, d goods that conform to the fashion trend, e goods that meet the requirements of seasons and weather, such as goods whose colors and styles can rapidly increase the point of sale, and the richness of related goods, g goods with natural awareness and health awareness, such as clothes made of natural fibers.

5. Store commodity management:

(1), managed by commodity classification, such as women's tops, men's tops, trousers, skirts, etc.

(2), the implementation of individual management, individual management can be implemented to individuals.

(3) to prevent the loss of goods

(4), the acceleration of commodity turnover rate

(5), incoming goods acceptance

(6) Disposal of damaged products

(7), return processing (stock exit and sales return)

(8) Commodity price management (promotion price, regular commodity price adjustment, horizontal competition cost change)

(9), inventory management

(10) Commodity loss management Commodity loss refers to the difference between book inventory and actual inventory.

6. Store inventory:

(1), Preparation before inventory A: Clarify the purpose and workflow of inventory to all employees in the store B: Clarify the division of labor among subordinates, and sort out commodities to avoid duplication or omission C: Avoid frequent entry and exit of commodities D: Prepare inventory in advance. In Table E, goods of the same brand are concentrated in the same place in principle.

(2) Key points to ensure correct inventory A Fill in the name, size, unit price and quantity of the goods in the inventory table B to determine whether the goods in the yard and box meet the quantity requirements C The inventory and records in the inventory table should be taken away by different people respectively. D damaged products and defective products shall be placed separately, and the quantity shall be specified in detail. E, prepare for the on-site command of the store on the day of inventory, so that the inventory can be implemented smoothly.

7. Shop promotion management

A. Functions of promotion:

(1), to encourage non-buyers to buy the brand's products.

(2) Existing buyers can be encouraged to buy more products of this brand.

(3) You can maintain the current buyer and continue to buy the brand.

(4), resulting in brand conversion, monopoly of other brands.

(5) Resist the attacks of other brands and stabilize their own market.

(6) Support advertising and sales activities

B, the production of promotion plan

(1), promotion plan type A, annual promotion plan; B. thematic promotion plan; C. sales promotion to fill the performance gap

Plan; D. Competitive promotion plan

C, the implementation of promotional activities

(1), preparation before the activity A. Carefully understand the purpose, time, method and other details of the activity to ensure the promotion content and importance.

Seek a clear understanding. B. access to movable electrical appliances and promotional materials. C. deliver all kinds of publicity materials and AIDS to the publicity shop.

D. obey the manager's arrangement of activities at any time.

(2) Implementation of activities A. Implement promotional activities in strict accordance with the requirements of the company B. Wear uniform tooling and badge C. 。

Paste or hang the active POP in a conspicuous position to create a good promotion atmosphere; Promotional gifts, publicity materials need to be placed.

Clean and beautiful, convenient for customers to take. Promotional goods must be labeled with price. D. actively distribute promotional materials to customers.

Introduce activities and promote goods in friendly and decent language, and don't leave your post without authorization. It is necessary to distribute all promotional gifts.

For effective management, we should register in time; The number of gifts given should be consistent with the goods sold. F. If there are any problems in the promotion process,

Problems should be reported to the manager in time and solved as soon as possible.

(3) Work after the event A. Pack up promotional items and equipment and clean the hygiene of the promotion store B. According to the quantity of goods,

Record the amount of the card and check whether the sales quantity of the goods on that day is consistent with the remaining quantity; At the same time count the rest of the promotional items that day,

Publicity materials should be collected in time, and those that are insufficient should be carefully preserved. C. you must register when returning promotional items. For non-expendable promotional items,

Damage or loss requires explanation or compensation. D. Fill in the promotion report of the day, record the promotion sales and gifts, and please

Store manager's signature.

8. Daily management of the store:

Store operation is usually divided into three periods. Before business, in addition to turning on electrical appliances and lighting equipment, leading the clerk to clean the storefront, there is also a morning meeting, which mainly includes the announcement and communication of company policies and business activities of the day; Business situation analysis and work performance review the day before yesterday; Train new employees and exchange successful sales skills; Stimulate work enthusiasm and boost staff morale. In addition, if you need to place an order, the specialty store should count the petty cash, check the business report of the previous day and send it to the company.

In the course of operation, the store manager should pay attention to the following tasks: checking the assistant gfd, sorting out the work clothes and wearing the work card; Supervise the cashier operation and grasp the sales situation; Control the electrical appliances and speaker equipment in the store (specialty store); Prepare wrapping paper and packaging bags for use at any time; Keep shops, warehouses and fitting rooms clean and tidy; Change the window, model display and merchandise display in time;

Pay attention to suspicious personnel to prevent items from being lost and accidents; Actively assist customers to solve problems in the consumption process in time; Collect market information and do a good job in sales analysis; Organize the company's official documents and notices, make preparations before promotion and finish the work after the promotion.

After the business is over, check the accounts, fill in the business report of the day, check and properly keep the business funds and keep the reserve fund. Also check whether the electrical equipment is turned off. Put an end to fire hazards, and check whether the doors and windows are closed and whether there are other people in the store.

9. Financial management:

1. Establish financial system (fund management, form management, subsidiary ledger, making sales plan, estimating profit and loss statement and cash flow forecast statement, and calculating break-even point).

2. Do a good job in cash management

10, customer asset management: (establishment of customer consultation, customer information and information collection; Customer resource classification; Regular customer training)