Shop window display has always been the most concerned thing of shops, and the updating of shop windows is also very important. If the shop windows are not updated for a long time, it is easy for customers to forget. If they are updated too often, it will cost a lot of money.
How can the window be updated?
The update frequency will be different for different types of stores.
For example, fashion brands will be updated within 14 days because of the new express.
While some luxury brands pay more attention to the performance of brand culture in the window. They will greatly update every quarter, remove all the elements of the past season, and generally design the window of the next quarter 3-6 months in advance.
For some small shops on the street, the following update methods can be used.
01. Substantial seasonal update
It is common sense for every store to grasp the hot spots related to the season. Every quarter's window update needs to plan the appropriate window design according to its own product needs.
The store needs to be substantially updated four times before each season, and all props and elements previously removed and redesigned.
There are three months in each quarter. Stores can prepare for the window update of the next quarter 1-2 months in advance, and create a window with the atmosphere of the season according to their own products and seasonal characteristics.
There is a saying that you should pay great attention to the design of seasonal windows. Customers need your windows to remind themselves: is it time to buy new clothes for the season?
The most intuitive way is to let customers know the new fashion trends and new products of the current season. It is also through the window to arouse consumers' interest and desire to buy according to the season. This is an important task of the quarterly window display.
Luxury brands attach great importance to seasonal updates. The new windows every quarter are comparable to art exhibitions, attracting countless fashion people and online celebrities to punch in.
Invisibly, they get many free advertisements for their new products of the season! This is one of the charms of the window.
02. Medium range Festival update
1: Update during promotion
The window is a silent salesman. The quarterly update can not only promote the new products, but also the best time to promote the inventory of the previous quarter. At this time, the window update only needs to work on the promotion means!
According to the situation of the store, in the off-season, you can attract customers and achieve the purpose of promotion through the striking numbers, poster frames, personalities and interesting advertising signs in the window. It is also practical to use the window to create a promotion atmosphere during the festival.
The most effective promotion assistant is pop. It can be said that the combination of pop and window can be strong. Pop can arouse the potential consciousness of customers, realize "silent promotion", and promote their purchase desire.
Pop should be designed to be simple and eye-catching, with easy to understand modeling text, easy for customers to read, interesting design and a good impression on customers.
2: Festival update
The festival is a good time to promote sales. As an important "sales general", the window must immediately enter the festival atmosphere.
Some big brands update the major festivals as well as the seasons. They will specially design festival props and elements for the windows, and tell the brand stories and the life ideas of this season by means of scenario narration.
For small shops, the updating of the window during the festival is actually not so complicated. It only needs to prepare appropriate props and omnipotent window lights according to the corresponding festivals, and the models in the window can not be spared.
The first keyword that appears in the festival must be "gift giving". The "gift box" is a very festive prop. Many windows will display gift boxes in the festival to attract attention.
The model is also a good helper to create an atmosphere. On Valentine's day, the model can be made into an intimate couple, which is both creative and themed. Other festivals can also use models to create!
The most festive lighting props must be led neon lights, which are dazzling and give people a avant-garde feeling.
LED neon lamp is characterized by strong movement and flexibility, and its colorful colors are the most eye-catching colors in the night.
03. Minor daily update
1: Last update
When the store is new, the fastest way to publicize the new products is the window. When the store is new, the window does not need to be completely replaced. However, it needs to pay attention to the coordination of the scene to avoid the conflict between the props or other elements and the products.
The positions and movements of the models also need to be changed so that customers can feel the obvious changes in the window. The windows of fast fashion brands often give people a new feeling.
Zara's window changes quickly, but it simply changes the model's shape and decoration! It can make great changes in people's vision.
2: Improvise
Once a brand conducted an experiment in the same city and on the same day in different shopping malls. I chose a rainy day at the end of summer in a northern city.
In the morning, the brand changed the short skirts and short sleeves in the window into long clothes and trousers. Other stores kept the same. After the sun came out at noon, the models were all changed into summer clothes.
At the end of the day, the shops whose windows have been adjusted sell more than those who have not tried, especially the customers who buy thick clothes have increased significantly.
This also confirms the saying: customers rely on your window to remind themselves of the change of season and / or the change of weather, thus triggering customers' purchase desire.
For example, in the early autumn morning and evening when the weather is slightly cool, you can put on a coat and a hat for the model. At noon, you can take them off or hang them on the model's hands and tie them around the model's waist.
Therefore, if you make a small change to the window according to the weather of the day, you will certainly get more than nothing.
Whether it is a clothing window or a shoe and bag shop window, the shop window must not be updated carelessly! Always pay attention to the update time of the window display to ensure the timeliness and freshness of the products, so that customers can feel fresh every time they pass by.
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