柒 brand men's push the ninth generation of new image, Macassini push the eighth generation of new image, the third generation of Novelty push the new image, the fifth generation of small pinto push the new image ... ... With one clothing brand frequently "face ", We can see that today's apparel industry, has not only rely on products, brand competition. "Winning the Terminal" was re-raised, but the concern is no longer just "how much" in the circle under the territory, "what kind of effect" is even more worth pondering. Among these, visual marketing began to be introduced and studied. However, although the space design is constantly changing, and the windows increase the frequency of replacement and the display is getting more and more attention, there is still a long way to go by the real visual marketing due to lack of talents and the disadvantages of the dealer system. Status quo: visual marketing to win consumers heart Today, the frequency of change in the clothing store business has changed from the initial three or four years, evolved to two years for a change, "and even some brands will push a new image a year, provides for three years must be changed A new image. "Small play the marketing director Zhang Juhong introduced Road. At present, an important part of the store windows have generally done a quarter for a change, and some even a two-for-one, the store's display with the wave band is constantly adjusted. The reason why the store image is getting more and more important is that the days of relying on advertisements to drive sales have gone further and the homogeneity of products still can not be well solved. As a result, companies began to realize that a unique and attractive store, can increase the rate into the store, a reasonable and attractive display, can improve the turnover rate. "A good store image, is a silent language expression is a process of enlightenment. Not only can drive sales, but also allows consumers to have a 'sticky' because through the image of the store and even stores shaped by the taste, feeling , So that consumers can profoundly perceive the culture of a brand. When consumers like a brand, sales are just a hand. "Liu Hong, Director of Macassini brand said. It is precisely because consumers experience the brand from the beginning of the terminal store, so visual marketing has become an important issue. The purpose of visual marketing is through the door signs, windows and other visual means to enhance brand reputation. "Visual marketing is playing an increasingly important role in the apparel industry, and visual marketing is important both for the merchant's support and guidance on product display and for the quarterly fashion trends." Visiting professor at Hong Kong University Chan Seng Fat Pointed out that "At present, some garment enterprises in China are also beginning to realize that the development of a brand can not be achieved by merely relying on large-scale competition. No matter how good the products are, they can not get the best selling point of their products. Even with more terminal channels May win the hearts and minds of consumers, this is the way of visual marketing. " Constraints: design and talent is the short board Although visual marketing is the concern, but the reality is that: Many people will feel, get rid of all the brand LOGO stores, no longer identify who is this shop. This is a lot of brands do not want to face up, but there are problems. Just as the apparel brand is haunted by the homogeneity of its products, apparel brands also face the same storefront issues. The first door to the store, for example, in recent years, many men's brand is based on the black door, and are made of steel material, the only difference is the door brand LOGO. On the one hand is the design problem, on the other hand is the implementation of the problem. There are also some companies attach great importance to visual marketing, spared no expense, please South Korea, Japan, the United States, France design masters to design. "However, the cooperation between foreign designers and enterprises in Quanzhou is often confined to the 'design' aspect, leaving only the terminal store's renderings or design drawings left to the enterprise, unable to implement the program in the end." Chen Sheng said. In addition, because visual marketing includes not only fixed parts such as space design, but also the parts that frequently change, such as the display of goods, the display of windows, and the design of the store's magnet points. Therefore, the dealer is conscious, have the ability to coordinate with a good store to enhance the visual business, but also plagued brand companies a big problem. In fact, in this session, Quanzhou garment enterprises is a bit inherently inadequate. Quanzhou garment enterprises most of the terminals are in the hands of the dealer, and due to the replacement of the terminal image requires a lot of cost, the dealer is not entirely willing to cooperate with the clothing store's replacement program. In addition, frequently thousands, thousands of stores, making it difficult for brand companies one by one in the quarterly window to change when counseling dealers. In addition, dealers often fail to implement the unified window themes of brand enterprises due to the lack of awareness or lack of professional competence, let alone the atmosphere of creating a store through exhibitions. Of course, these problems are, in the final analysis, still human resources problems. "China's textile and apparel brand enterprises in the visual marketing system building, is still in the basic stage, the relatively lack of specialized display design talent, experienced senior visual management personnel, very few .Although the enterprise dedicated and cultivated, but also often without direction ". Evergreen, president of Pan-American Group of Shenzhen, said that a truly talented person who understands visual marketing needs both professional aesthetics in aesthetics, structural science and engineering. Due to the shortage of talents, talent is often dug and dredged, making it hard for enterprises to have Stable team. Recommendation: Building a professional team for the visual design of the store from planning to execution, Quanzhou You Space Planning and Design Co., Ltd. Wu Qihua, general manager believes that building the team is the fundamental solution. To this end, recently, Quanzhou, Shenzhen Pan-American Group and the United States reached a strategic cooperation, the intention is to build a learning platform to help companies build teams. "From space to foundation display, atmosphere shaping to window dressing, we hope to build an industrial Chain to help enterprises create their own" manager coach "and train the manager to train each store's display division." Wu Jihua Introduction Road. At present, Edenberg is also planning to establish its own fashion business school, which will jointly establish the school-industry cooperation with Xiamen University and Zhejiang University, and solve the problem of talent structure through the bundling of qualified personnel. For the training of talent team, Chi brand has also done a series of work. In March of this year, the retail training division of the brand retail organization organized the spring and summer 2011 training season, the brand licensing branches throughout the country, about 70 agents attended the training. During the training, the retail training department and display department teacher trained the trainees with the combination of theoretical training, actual shop practice and professional training skills. Among them, the theoretical courses include "Model Display and Eight-Generation Image Appreciation", "Model Match and Window Production", "Product Knowledge in Spring and Summer 2011" and "Standardized Operation and Management of Stores". The practical training courses include "High Cabinet Display" Scenario Making ", etc. The teacher will group the students into windows and cabinets and give comments and guidance on the display of the students' works from the aspects of color matching, exhibition skills, composition principle and pattern. As for the dealership level, Wu Qihua advises that enterprises can pass the incentive mechanism. "For example, we can encourage dealers to design their own windows so that they can send the designed windows to their headquarter. The top 20 companies A free quarter shelves, props, etc., so very attractive to the dealer. "Wu Qihua also suggested that companies can open the country when the dealer orders for the importance of visual marketing training. Septwolves, Nokia and other companies continue to deepen the visual marketing details. Among them, "Septwolves invited to South Korea's famous design consultants, experienced Korean professional designers personally surgeon, Septwolves brand culture into every aspect of the sales terminal." Wuxing vice president of introduction of Wuxing group. While Knoch updated the website and the internal newsletter completely. "Our new website and the new magazine highlight product images, weaken the company introduction and news, and impact consumers' eyes more easily with highly visual model pictures or product combinations. Let consumers remember you. "Wei Wei brand center responsible for media Weiwei think that visual marketing has not only covered the store terminal, website, internal publications, etc. are also corporate visual culture of brand marketing channels.
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