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陈列是门技术活:旺店陈列的制胜绝招(全彩场景版 附光盘)

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陈列是门技术活:旺店陈列的制胜绝招(全彩场景版 附光盘)

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1.《陈列是门技术活:旺店陈列的制胜绝招》中国首位服装行业战略专家杨大筠集大成之作,作者也是目前中国服饰业最具影响力的品牌管理专家,著述颇丰,课程聚焦,有利于本书的推广与销售。
2.《陈列是门技术活:旺店陈列的制胜绝招》内容多元:囊括丰富的陈列制胜绝招,从色彩搭配、橱窗设计、细节布局到陈列攻心术,全线出击,读者阅读后即刻实践,效果立竿见影。
3.《陈列是门技术活:旺店陈列的制胜绝招》实操性强:本书囊括了大量来自市场前沿的新鲜案例和观察笔记,提供了丰富的最新营销技巧和动态,各类陈列绝招,满足不同卖场不同商品陈列的实践需求。
4.《陈列是门技术活:旺店陈列的制胜绝招》最大的特色在于采用四色印刷,书中附有大量现场陈列彩色图片,并随书附赠图片鉴赏CD,艺术性及观赏性颇高,可极大激发读者的购买欲望。
Content Description

要想卖得好,先要摆得好。买方市场的今天,要想让店面销售业绩一飞冲天,选择商品的最佳陈列方式是关键。顾客进店最为直接的反应是来自于商品的视觉刺激,商品陈列的优劣直接关系着卖场的人气及顾客的消费态度。
《陈列是门技术活:旺店陈列的制胜绝招》以专业陈列师的设计逻辑为基础,逐一阐述了卖场布局创意、陈列技巧、色彩搭配、橱窗设计、细节管理等方面的实操方法,其内容适合各类卖场及商品的陈列,是门店经营者、店长、主管、专业陈列师拿来即用的卖场人气营造秘籍,秘籍在手,门店卖翻天自然不在话下。
Author Description

杨大筠,UTA时尚管理集团总裁,中国顶尖时尚营销大师,中国中小企业国际合作协会理事,中国服装协会专家委员会委员,清华大学、上海交大、浙江大学等多所著名高校EMBA总裁班资深教授。他曾获得诺贝尔经济学奖得主、“欧元之父”罗伯特·蒙代尔先生颁发的“世界经理人成就奖未来领袖奖”,拥有23年上万家企业服饰行业运营管理服务经验,是中国时尚行业最有影响力的管理专家。


田颖,玛洛尼国际时尚教育机构总裁,UTA时尚管理集团董事、副总裁。她有14年时尚服饰品管理培训经验,曾先后引进视觉营销、商品企划、流行资讯等时尚管理专业,并通过培训教育的方式在中国服饰零。售业中加以推广,使众多中国服饰品牌从中受益。她专门组织中国企业进驻法国、意大利及日本等时尚发源地的企业核心部门进行实地考察与学习,获得一致好评。

Catalogue

第一章 重视陈列要想卖得好,先要摆得好
1.陈列是怎样刺激顾客购买的
2.陈列演出就是告诉消费者商品的价值
3.好陈列帮助提升品牌形象
4.好陈列让库存不再成为心头之痛

第二章 改变陈列给商品新面貌
1.把握好陈列的基本层次和顺序
2.全方位给顾客营造美好的感觉
3.陈列数量有讲究:让顾客享受挑选的乐趣
4.陈列方向不容乱:心到先要眼到
5.陈列形态须灵活:给顾客留下深刻印象
6.陈列主题须明确:让陈列如同讲故事般动人
7.至关重要:每一条动线都有吸引人的产品
8.持续吸引顾客目光——七大系统原则须谨记

第三章 完美陈列从了解顾客开始
1.创建吸引目光的重点
2.顾客想方便:从“人体学”创建易选择、易取拿的陈列
3.顾客爱新鲜:提高商品新鲜度的陈列
4.顾客会联想:最能提高连带销售率的陈列

第四章 色彩卖场视觉营销的神奇力量
1.天天看到的色彩,你真的了解吗?
2.颜色改变心情,征服顾客从色彩开始
3.你也可以是色彩大师:色彩搭配之基本功
4.渐变法、间隔法、彩虹法
5.流行色是促进服饰行销的利器
6.季节:春、夏、秋、冬四季色彩营销

第五章 橱窗销售从被看到的那一刻开始
1.吸引顾客的时间往往只有7秒
2.橱窗陈列的4种基本方式
3.橱窗设计的基本方法
4.别样橱窗:给卖场创“表情生动的脸”
5.淡妆浓抹总相宜:橱窗色彩计划
6.看天而变:橱窗的季节陈列
7.欢乐的气氛这里最浓:橱窗的节日陈列
附:留住顾客脚步——经典橱窗赏析

第六章 区域陈列服装陈列的实操方法
1.VP、PP、IP和POP陈列
2.服装陈列的基本类型
3.典型服装系统陈列方法
4.墙面陈列:服装店铺的“点睛”之笔
5.叠装陈列:令店铺充满生机的陈列法则
6.侧挂陈列:静中有“动”方能吸引顾客
7.配件品陈列:加点“料”更精彩
8.让每一组模特发挥应有的作用
9.及时补货:永远以最完美的状态示人

第七章 让无声的推销员无处不在陈列细节管理
1.有效果的挂衣架展示方式
2.POP的使用:广告是店内强有力的促销助手
3.再加把劲:让道具成为风景而非累赘
4.服饰店内的“死角”:试衣间
后记

Introduction

前些天,我们跟朋友一起在上海巡店,当我们驻足在某国际一线品牌的橱窗外时,对他们这一季的橱窗设计的理念产生了兴趣,在短暂的讨论之后,我们决定进店寻找答案。最终发现,概念就是概念,如同一场艳遇让我们停滞在此,也许擦身而过后会有着金钱与物质的交换,但被记住的不光是产品本身。我们也许会流连于此,也许只会在意这擦出的火花……

这让我想起意大利著名的服装设计师Giorgio Armani ,他早期在意大利的一个百货公司里从事橱窗陈列工作。陈列师出身的Armani对卖场的陈列有着更深刻的理解:“我们要为顾客创造一种激动人心而且出乎意料的体验,同时又在整体上维持清晰一致的识别。商店的每一个部分都在表达我的美学理念,我希望能在一个空间和一种氛围中展示我的设计,为顾客提供一种深刻的体验。”

在从事这么多年零售工作的经历中,我们经常会遇到店铺的店长发牢骚说,很怕公司的陈列师下店,对于他们而言,陈列师下店调场只会给零售工作添乱,我们也曾眼瞅着陈列师在下店后辛苦地干了一整天,刚离店就接到店铺的投诉——由于他们的陈列而影响了销售!这让我们不得不深思,作为陈列师该如何定义自身与品牌的关系?

今天,在一个买方市场的今天,产品的售卖(包括售前和售后)显得何其重要!事实上,产品也好,服务也好,都须先从功利的阴影里走出来,请暂时忘记你的产品和利润吧,思考一下顾客的感受!这才是企业的根本。企业存在的意义就在于满足顾客的需求,只有做到这一点,才可能获得利润。站在顾客的角度,关怀顾客的需求,将之渗透到服务的每一个细节当中,才能真正做得好售卖。

品牌需要的不仅仅是产品本身,更需要卖场可以营造出一种适合品牌定位的卖场氛围。这里所讲的“氛围”是视觉营销的重中之重,陈列师要把控的就是这个“氛围”,而这个氛围需要的不仅仅是陈列本身,还需要装修效果、灯光效果以及POP等卖场视觉要素巧妙的结合才可以实现。因此,我们现在理解的陈列师应该是可以结合卖场装修、灯光、POP等要素来实现品牌需要表现的卖场“氛围”的人,而不是只是去店铺摆摆衣服就拍拍屁股走的人。

从以上阐述,我们可以把陈列总结为三个方面:

艺术+技术+管理=陈列

艺术是指陈列师需要有创造美感的能力,技术是指陈列师需要有专业陈列技能来展示商品 ,最后管理则是为了统一品牌所有店铺的形象。

在这里要强调的是“呈现给品牌所有店铺的消费者”。如何可以呈现给所有店铺的消费者呢?那就必须要有管理!而陈列部门的管理又与其他部门的管理不太一样,管理者不但需要懂得管理知识,还必须具备对陈列技能与陈列知识的熟悉与了解,它是一门综合学科,它的特点就在于今天我们想为大家呈现的这一本书中,在于我们从艺术、技术、管理三个层面跟读者剖析的陈列师真正的定义!我们想最终实现出来的,是在于品牌之上而幻化出来的生意本身!

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