基于视觉营销的家纺终端陈列设计

Home Textile Retail & Exhibition Based on Visual Merchandise Display

视觉营销(VMD)是包含环境以及商品的店铺整体表现,而非简单的商品陈列。VMD必须通过品牌终端来实现。分析不同家纺品牌终端的VMD陈列案例,指出家纺终端采用主题视觉(VP)陈列、重要售点(PP)陈列和单品销售(IP)陈列等技法,同时借助音乐、灯光、海报等其他辅助陈列手段,将有助于家纺终端整体实现VMD。

Visual merchandise display(VMD)refers to an overall exhibition involving both environment and commodities,not just a simple display of commodities.VMD must be realized at the brand terminal stores.With VMD cases from different home textile brand terminal stores analyzed,the paper points out that the application of exhibition methods such as visual presentation(VP),point of sales presentation(PP)and item presentation(IP),together with other auxiliary tools of music,light and posters,will contribute to the comprehensive realization of VMD in home textile retail and exhibition.