基于线上线下双渠道销售的服装零售空间设计策略

Design strategy for clothing retail space based on online and offlinedual channel sales

在后疫情时代,新零售行业似乎迎来了新的消费趋势,消费者逐渐对频繁的线上买与退、漫长的预售等待产生了厌烦情绪,体验消费的火爆也反映了人们的社交与体验需求被激发与放大。线上线下双渠道销售成为应对这一消费转变的有效策略。文章通过分析线上线下双渠道销售的服装零售空间需求,审视服装零售空间现状,提出去商圈化的空间选址、以信息传递为目的的空间布局与流线、赛博化场景营造、线上线下多功能增效的空间设计策略,探索线上线下双渠道销售模式下服装零售空间设计方向。

In the post pandemic era,the new retail industry seems to have ushered in a new consumption trend.Consumers are gradually becoming tired of frequent online purchases and returns,as well as long pre-sale waiting times.The popularity of experiential consumption also reflects the stimulation and amplification of people’s social and experiential needs.Online and offline dual channel sales have become an effective strategy to cope with this consumer transformation.This paper analyzes the demand for clothing retail space in online and offline dual channel sales,examines the current situation of clothing retail space,and proposes space design strategies such as spatial selection for de-commercial districts,spatial layout and flow for information transmission,cyberization scene creation,and multifunctional efficiency enhancement in online and offline channels.It explores the direction of clothing retail space design under the online and offline dual channel sales model.