服装陈列八大原则

1、陈列原则陈列原则Basic Merchandising Rules By category Zoning Consistent lines Balance Column display Color Double display Cross merchandising 系列系列区域区域线的一致性线的一致性平衡平衡列的陈列列的陈列色彩色彩重复出样重复出样搭配陈列搭配陈列WomenWomens s女子系列女子系列MenMens s男子系列男子系列Sports Sports 运动系列运动系列Apparel display principle: display the same category in

2、same wall and H fixtureApparel display principle: display the same category in same wall and H fixture服装系列服装系列( (化化) )陈列准则陈列准则: : 墙面及中岛器架的每一陈列面应展示相同系列的产品墙面及中岛器架的每一陈列面应展示相同系列的产品.By category / By category / 系列系列 ( (服装服装) )DISPLAY陈列区陈列区 IMPULSE冲击区冲击区 CAPACITY容量区容量区 DisplayDisplay Location: top 40% of p

3、resentation.Product type: collection apparel statement pieces. Compliment with key footwear and accessories to support the collection.ImpulseImpulseLocation: eye level, mid section, 10%of presentation.Product type: related products to encourage add-on sales including footwear, equipment, socks, caps

4、, folded items.CapacityCapacity Location: bottom 50% of presentation.Product type: capacity and display related products.陈列区陈列区位置: 板墙的上部40%产品类型: 主打服装,搭配主打鞋子和配件陈列冲击区冲击区位置: 视平线,占整个陈列的10%产品类型: 增进附加销售的相关产品, 包括鞋,服装,袜子,包和帽子.容量区容量区位置: 板墙下方50%产品类型: 在陈列区陈列的产品Zoning /Zoning /区域区域Consistent lines/Consistent li

5、nes/线的一致性线的一致性Define the lines to be used throughout all wall presentations.Define the lines to be used throughout all wall presentations.Use a consistent line through the presentation. This adds focus for the customer to better Use a consistent line through the presentation. This adds focus for the

6、 customer to better understand the product story being merchandised. understand the product story being merchandised. 所有的陈列都要有这样的统一的线所有的陈列都要有这样的统一的线, , 尤其顶部的天线必须保持水平尤其顶部的天线必须保持水平, , 达到整齐划一的视达到整齐划一的视觉效果觉效果. .中间的水平线是吸引消费者眼光的最佳位置中间的水平线是吸引消费者眼光的最佳位置, , 并能够让消费者更好的理解陈列产品的并能够让消费者更好的理解陈列产品的故事性故事性. . BALANCE

7、/BALANCE/平衡平衡BALANCEBALANCE Balance is important in the wallBalance is important in the walls entire layout and in its subsectionss entire layout and in its subsections Formal balanceFormal balance To create a formal balanced display, first establish a central focal point and then To create a formal

8、 balanced display, first establish a central focal point and then built symmetrically outward using similar silhouettes.built symmetrically outward using similar silhouettes. Informal balanceInformal balance using the same amount of space, built different product configurations on each using the sam

9、e amount of space, built different product configurations on each side side 平衡平衡 平衡在整个板墙的陈列中起到很重要的作用平衡在整个板墙的陈列中起到很重要的作用. . 绝对平衡绝对平衡 找到中心线找到中心线, ,然后根据镜面反射原理作出绝对平衡然后根据镜面反射原理作出绝对平衡相对平衡相对平衡 使用相同体积的不同产品作出的平衡使用相同体积的不同产品作出的平衡. .Columns /Columns /列列Columns Columns Build your product presentation in narrow c

10、olumns(30cm) and wide columns(60cm), arranged in a balanced Build your product presentation in narrow columns(30cm) and wide columns(60cm), arranged in a balanced position.Use columns to provide a logical framework thatUse columns to provide a logical framework thats easy for the customers to unders

11、tand. Panels organize and s easy for the customers to understand. Panels organize and utilize the space efficiently.utilize the space efficiently.列列. .窄列窄列(30(30cm)cm)和宽列和宽列(60(60cm)cm)对所有耐克产品都适用对所有耐克产品都适用, ,但要注意宽窄平衡但要注意宽窄平衡, , 并且要注意宽窄列的结合交替使并且要注意宽窄列的结合交替使用用. . 使用列让消费者能够很好的理解陈列产品使用列让消费者能够很好的理解陈列产品.

12、. 并且能够最大化和最有效的利用空间并且能够最大化和最有效的利用空间COLOR/COLOR/颜色颜色ColorColor Color adds interest and enhances a presentation. In the store, the orderly use of color brings impact and organization to the presentationColor helps built a product story for customers, providing a focal point to create impact.Color Block

13、ingColor Blocking Use solid blocks of color within the presentation.Color BalanceColor BalanceEvenly distribute color within a presentation.Color DistributionColor DistributionAlternate light and dark colors throughout the presentation.Use neutral colors to break up non-complimentary colors.色彩色彩颜色增加

14、陈列的趣味.在店内, 颜色的有序使用能够让陈列更突出. 颜色帮助陈列讲述产品故事, 提供焦点以突出产品. 色块色块在同一陈列区域内使用统一的色块颜色平衡颜色平衡在一个陈列区域内均匀的分布颜颜色分配颜色分配交替使用亮色和暗色使用中性的色块来达成从亮色到暗色的过渡.Double display principle:Double display principle: Hanging, per 25cm faceout containing 4-6 units, per 35cm faceout containing 8-12 units, per short closet Hanging, per

15、25cm faceout containing 4-6 units, per 35cm faceout containing 8-12 units, per short closet bangbar containing 8-12 units, is less than 2 SKU each faceout and hangbar.bangbar containing 8-12 units, is less than 2 SKU each faceout and hangbar. Folding, 6-8 units and not exceed 1 SKU per style. Foldin

16、g, 6-8 units and not exceed 1 SKU per style. All space must be fulfilled in any fixture. All space must be fulfilled in any fixture. Place 2-3 models as a group to the entry of the store. Place 2-3 models as a group to the entry of the store. Double display shoes if shoes SKU is not enough. Double d

17、isplay shoes if shoes SKU is not enough.重复出样陈列准则重复出样陈列准则: : 挂装挂装, ,短挂钩短挂钩4646件件, ,长挂钩长挂钩812812件件, ,U U形挂钩形挂钩812812件件. .挂装时各种挂钩上的服装款式不能超过挂装时各种挂钩上的服装款式不能超过2 2个个SKU.SKU. 叠装叠装,68,68件件. .叠装款式不能超过叠装款式不能超过1 1个个SKU.SKU. 产品款式不足时产品款式不足时, ,可选用已陈列款式补足可选用已陈列款式补足, ,器架勿留空位器架勿留空位. . 可将一组可将一组(23(23个个) )模特分别置于店铺入口两侧模

18、特分别置于店铺入口两侧. . .鞋类展示不足时鞋类展示不足时, ,应重复陈列与该纵列系列相同的款式应重复陈列与该纵列系列相同的款式. .Double display/Double display/重复出样重复出样 搭配陈列的准则搭配陈列的准则 正挂、侧挂、叠放结合正挂、侧挂、叠放结合. . 服装、配件、鞋类结合服装、配件、鞋类结合. . 宽窄列结合宽窄列结合. . 陈列面可上部用短挂钩陈列面可上部用短挂钩, ,下部用长挂钩相结合下部用长挂钩相结合, ,形成深浅有序形成深浅有序, ,错落有致的效果错落有致的效果. . 合理布置叠放产品合理布置叠放产品, ,产生以颜色色块和立体图案来分割整个陈列面

19、的效果产生以颜色色块和立体图案来分割整个陈列面的效果. .Cross merchandising/Cross merchandising/搭配陈列搭配陈列Cross merchandisingCross merchandising Combine with faceout, side hanging and folding display. Combine with faceout, side hanging and folding display. Combine with apparel, accessories and shoes display. Combine with appare

20、l, accessories and shoes display. Combine with wide columns and narrow columns. Combine with wide columns and narrow columns. Combine with different fixtures on the wall. Combine with different fixtures on the wall. Use colors and graphics to arrange the display wall. Use colors and graphics to arrange the display wall.Columns /Columns /列列Columns Columns Buil