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发表于 2009-9-12 22:32:53
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来自: 北京宣武
三个人模组合出店内橱窗,黑色灰色系的搭配清新自然,随性的立体展示,将款式,质感的细节完美呈现出来。并注意到与其它色彩区域的过渡衔接。半弧形的货架成组出现,柔美的曲线造型使整体和谐的线条富有生动的变化。
长期从事陈列工作研究的李玉杰老师曾经说过:孤立的陈列工作没有价值。包括前期的设计、生产、配送等等动作,都相当于足球赛中将球从后场传至前场,陈列动作可能将球直接带入禁区,但是这个关键时刻,完成交易的零售人员必须完成漂亮的临门一脚!这个比喻,体现着商品陈列与终端零售管理体系间的关系和互动作用。
Zara的陈列技巧和思路是容易模仿的,就如同时装款式的翻版一样简单。但是同样的工作,由于不同的模式,而产生了不同的效率和速度,这是决胜的关键。Zara的品牌快速运作系统,正是得益于各个部门之间无缝隙的系统化衔接与协作,倘若设计师采款落后半步,信息沟通滞后一点,物流配送延迟一些,终端陈列每月减少几次,店员服务欠缺一个环节,……Zara都将不是世界级的零售品牌巨头。成功的快速模式背后,是巨细无遗的管理与执行,这是不二的制胜法宝。
参考资料:
About zara
Obviously, zara should be regarded as our biggest contender as its rapid reactivity and circulation for latest fashion trending. As known well, they could afford 12000 items collection per year and launch the new arrivals for every two weeks. Sometime zara is more popular to the girls than the media or magazine which need more time to express the very fashion style from Paris, Milan and so on.
So their most important purpose is focus on “lead to fashion”. All are around this topic to run on, Visual merchandising also.
They had done a great job for new opening Zara store in The Place, which is the 3100th worldwide as fragship shop in Beijing.
The Zara Vm team had made a bright, logical and commercial condition to clientales, to express the very fashion products here. I mean, they are doing not for a beautiful shop, but help to sale, and it works well.
Here is what I think as key point for Zara VM:
1. lifestyle window
So many brands allege they are lifestyle, but few really understand. Zara make this as the first shock for each passer. The mannequins are dressed completely, with shoes, eyewear, bags or scarf, even the bicycle, which to fulfill the feeling of more nature outfit.
Most brands get their window concept every month, but few really catch the sight of customer. They are too complicated or colorful, so that make a confusion what`s the protagonist. Zara window is quite simple, easy construction, with the mannequins concentrated by perfect alternative light and shadow. Even the kid line.
2. color harmony and logical area
Well harmonious color help them to divide so many products to different area. They are not showing everything, but they like to show all the colors of the new Zara collection. Beige and black to show the elegance with golden accessories, Safari style within; Lemon and brown, brighten by cotton white, to make younger feeling; and you could find a “painting club” in tee-shirt and jeans for TRF line.
As known well about the configuration of zara`s clients, they also disport different style which can`t make a sense for unitive lines. Sometime the accessory go with the clothing to mix & match, but they get a special area for all shoes, straps and bags also, which make it more easy for sale.
3. great training make mess impossible
It will be such a hard job if you should do Zara vm by only yourself. The shop will be as rushed after a crazy crowd shopping. We can find it hard to do the same maintain working as Zara doing, which rely on great training to sale team. A vivid instructive VM profile also will be quite needed, that is another job for Vmer there.
As the fashion changed every season, the vm style and method also alternate then. So we don`t like to copy some certain corner as we may found it quite well, but we must find our proper stylist to express the brand character.
All above is what I think of Zara Beijing, pls forgive me if any offense.
(VMer Mr Michael,as VMer for kenzo,givenchy,dunhill,smalto,olivier,strelli,CK︿︿︿)
大意:
很明显,由于快速的时尚反应与流通速度,zara是(Only、VEROMODA、Jack&Jones)最大的竞争对手。众所周知的,zara每年可以推出12000个产品款,每两周就可以完成一次新品投放。甚至在某些时候,zara的流行时尚咨讯对于女孩们来说更具吸引力,胜过需要更久的时间从巴黎和米兰获取时尚咨讯的时尚媒体。
所以zara将最重要的目的聚焦在“引领时尚”,以及围绕此展开的所有工作,包括商品的视觉陈列。
Zara已经成功地在北京世贸天阶开设了专卖店,并且达到了3100平米的旗舰店铺规模。Zara的陈列团队位顾客创造了一个明亮、合理而便于销售的环境,用以展示zara非常时尚的产品。特别指出的是,这个视觉陈列团队不是仅仅创造一个漂亮的店铺,更多的是照顾零售需求,他们做的很好。
笔者认为,Zara视觉陈列的关键点在于:
1、生活方式橱窗
太多的品牌把生活方式挂在嘴上,但是很少有理解其内涵的,Zara则以陈列生活方式为第一手段冲击每一个路人。模特的着装十分完整(如同真人),鞋子、眼镜、提包或围巾,甚至是自行车,所有这些给人以真实自然感觉的道具,充实在每一个橱窗设计之中。
大多数品牌每月更新橱窗设计概念,但很少真正能抓住顾客的目光。它们往往过于复杂或花色繁多,这会混淆谁是真正的主角。Zara橱窗历来精简别致、构造简单,包括浓缩了完美射灯光线与阴影的模特。甚至童装也不例外。
2、色彩梳理与合理区域规划
出色的色彩梳理使Zara得以把数量巨大的产品划分到不同区域。它们并不展示每一件产品,而是陈列出Zara新款的所有色系。米色与黑色配以金色配饰用来展示优雅,旅行生活方式蕴含其中。柠檬色与褐色之中用白色棉织来提亮,塑造年轻化的感觉。顾客还可以从TRF 系列的Tee-shirt与牛仔产品区域发现“写生小组”的有趣元素。
我们所了解的Zara的顾客结构,他(她)们追求那种难以统一归类的独特享乐风格,喜欢用配饰品混搭服装,Zara店铺提供专门的区域陈列这些鞋子、包包和皮带等配饰,方便顾客的购买。
3、有效培训杜绝店铺混乱
自己一个人承担Zara陈列师的工作,将是非常困难的。经历一轮疯狂购买后的店铺,我们很难做到如同Zara一样有效的维护工作,这有赖于Zara对零售团队的高效培训。一支生机勃勃的陈列队伍是必需的,这也是Zara陈列人员的任务。
随着每季的时尚变化,陈列的风格和手法同样需要随机应变,所以我们不喜欢复制那些随处可见的固化模式,而是必须寻找到适合自己的风格,来表达属于自己品牌的特质。 |
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