Fashion is a field where creativity and emotion prevail. It is not surprising that the fashion retail sphere grows very dynamically during the epoch of consumerism. According to Euromonitor International, in 2016 it reached the mark of 1.7 trillion dollars in terms of profitability. But it continues to grow not only in monetary terms. The number of new players is also increasing rapidly, and most parts of them come from developing economies such as Ukraine.
Competition is intensifying very rapidly. Few industries are keeping their players as tense as the fashion retail market. Even the very young "fashion" brands have to be multi-channel (to work both online and offline), to implement modern technologies, to react quickly to the change of trends and to quickly blow off new collections. And also to ensure that their customers receive positive and, most importantly, fresh consumer experience. The ability to stand out from the competition is the main thing you need in the modern fashion world.
As you know, 70% of purchase decisions are made directly at the point of sale. With the transition of retailing to self-service models and showrooms (when you can try on offline, and buy, for example, online), more and more fashion retailers pay attention to the development and, most importantly, follow the retail concept of the brand.
This approach helps the company to define and communicate its uniqueness to consumers. It is this approach that sets the format of a store, determines its location and the logic of product placement, and regulates the methods of customer service and brand reputation. It is a whole complex of interrelated solutions in marketing, merchandising, purchasing and sales. A retail concept is a set of rules and principles by which a company will increase its recognition, be able to present products more effectively and reduce the cost of opening new stores.
Retail concept is necessary not only when launching a new store, but also when renewing an existing network. Among its key components are an external and internal design of the store: zoning, emotional (focal) zones, equipment, lighting, decor, and other interior elements.
"Retail equipment deserves special attention when developing a retail concept in the fashion segment. Its correct use can increase sales and reduce retailer's expenses", - says Sergey Zalkin, director of Ustor. The company cooperates with such national and international retailers and brands as Vse. Svoi", "Mom's House", "Antoshka", "Bambi", "Megasport", "Trunki", "Columbia", "Blue Kids", "5.10.15" and others.
According to him, more and more fashion retailers are attracted by consulting agencies for the design of trade equipment. Every year, design solutions in this area are becoming more and more extraordinary and creative. This means that their production and quality requirements become more complicated. On the one hand, modern trade equipment encourages customers to make more emotional purchases, and on the other - gives the retailer the opportunity to reduce costs. Depending on the project, you can save between 20 and 40% on store design.
With the help of mobile trading constructions, it is possible to quickly and easily modify the store space. This is relevant both in the off-season when there are fewer and fewer discounted goods and you need to avoid the feeling of "emptiness", and with the advent of new fashion collections.
"Even large retailers have learned how to quickly develop, blow off and put on sale new collections. Zara, for example, does it all in 14 days, while the company has 1,895 stores around the world. With each new collection, the look and feel of the store changes, as does the mood. And that means changing the consumer experience. What it will be like depends on many factors, including what equipment and how the retailer uses it," Sergei Zalkin said.
Retail in general and the fashion segment in particular — is no longer just a service to the customer, but the creation of a special atmosphere, the formation of the significant consumer experience. In other words, it is a whole theater, where every second some performance is played out. And do not underestimate the meaning of "props" in it.
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