Fashion is a sphere where creativity and emotions reign, it is not surprising that in the era of consumerism the sphere of fashion retail develops very dynamically. According to Euromonitor International, in 2016, yield on this market reached a mark of 1.7 trillion US dollars. Its growth continues not only in monetary terms. The number of new players is growing rapidly, the lion’s share of which comes from developing countries, such as Ukraine.
Competition is increasing dramatically. Few sectors of the economy keep their players in such tension, as the market of fashion retail. Even very young “fashion” brands have to be multi-channel (online, offline sales channels), introduce modern technologies, react instantly to changing trends and quickly finish sewing new collections. To ensure that their customers receive a positive and, most importantly, fresh consumer experience. Ability to stand out against the competition is the main thing needed in the modern fashion world.
It is common knowledge that 70% of decisions about buying are taken directly at the point of sale. With the transition of retail trade to self-service models and showrooms (when you can try offline, and buy, for example, online), more and more fashion retailers pay attention to developing and, most importantly, following the retail concept of the brand.
Such a concept helps the brand to identify and communicate its uniqueness to consumers. It sets the store format, determines its location and the placement of goods in it, regulates the methods of customer service and the brand reputation. This is a whole complex of interconnected solutions in the field of marketing, merchandising, purchasing and sales. Retail concept is a set of rules and principles, using which the company will increase its recognizability, will be able to more effectively represent the goods and reduce the cost of opening new stores.
Retail concept is necessary not only when starting a new one, but also when updating an existing retail network. One of its components is the external and internal design of the store: zoning, emotional (focus) zones, equipment, lighting, decor and other interior elements.
“Commercial equipment deserves particular attention in the development of retail concept in the fashion segment. Its true use can increase sales and lower the costs of the retailer,” says Sergey Zalkin, Ustor’s director, a company that cooperates with such national and international retailers and brands like “Всі. Свої”, “Mamin Dom”, “Antoshka”, “Bembi”, “Megasport”, “Trunki”, “Columbia”, “Blue Kids”, “5.10.15”, and so on.
According to him, more and more fashion retailers attract consulting agencies for the design of commercial equipment. Every year, the design solutions in this area are becoming increasingly creative. Similarly, its production and quality requirements become more complicated. After all, on the one hand, modern commercial equipment encourages buyers to make more emotional purchases, and on the other hand – enables the retailer to reduce costs. Depending on the project, you can save from 20 to 40% on the store design, says the director of Ustor.
Using mobile shopping structures one can quickly and easily modify the store space. This is hot topic in the off-season, when there are fewer and fewer goods sold at discounts, and the feeling of “emptiness” needs to be avoided. Same goes for the new fashion collections.
“Even large retailers have learned to quickly develop, sew up and bring to market new collections. For example, Zara does all of this in 14 days, despite the fact that the company has 1,895 stores around the world. With each new collection of products, the very mood of the store is changing. This means that the customer experience of consumers also changes. What it will be like depends on many factors, including the equipment and how the retailer uses it,” says Sergey Zalkin.
Retail in general and the fashion segment in particular are no longer just customer service, but the creation of a special atmosphere, the formation of a significant consumer experience. In other words, it is a whole theater, in which every second a performance is played.
It is common knowledge that one should not underestimate the significance of the “props”, which is essentially a commercial equipment.
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