1、,d,MERCHANDISING,陈 列,d,MERCHANDISING 陈列Visual presentation portfolio matrix 视觉陈列分类目录 Where art meets science 艺术与科学的碰撞 Merchandising strategies 视觉陈列的策略 Merchandising standards 陈列原则 Principle 1. storytelling 原则1： 故事讲述 Principle 2. zoning 原则2： 区域概念 Principle 3. clean lines 原则3： 清晰的虚拟分隔线 Principle 4. ho
2、listic merchandising 原则4： 整体空间规划 Principle 5. product accessibility 原则5： 产品触手可及 Principle 6. managing color 原则6： 色彩管理 Principle 7. balance 原则7： 平衡 Principle 8. graphics and body forms 原则8： 图片和模特 Principle 9. propping 原则9： 陈列道具 Principle 10. attention to details 原则10：关注细节,d,MERCHANDISING WHEN A CONSU
3、MER COMES ACROSS NIKES PRODUCTS, ITS MERCHANDISINGS JOB TO MAKE THE INTRODUCTIONS, AND AS FAR AS FIRST IMPRESSIONS GO, ITS GOT A LOT TO SAY. MERCHANDISING COMMUNICATES THE BRAND POSITION, PERFORMANCE INNOVATIONS, AND BENEFITS OF EACH PRODUCT TO OUR CONSUMERS. IT MUST MAKE THEM WANT TO GET TO KNOW TH
4、E PRODUCT BETTER; TO TOUCH IT, PICK IT UP, TRY IT ON AND TAKE IT HOME. WHEN MERCHANDISING DOES ALL OF THAT, ITS DONE ITS JOB.,陈列 当消费者看到耐克的产品时，得到的最初印象就是产品的展示，随着对产品逐步的认识，更多的产品信息都通过产品的展示传递出来。产品的展示传递给消费者的信息是品牌的定位，运动表现的创新，以及我们每一样产品带给他们的好处。产品的展示必须激起顾客的愿望，使他们想要更多的了解我们的产品，使他们想要触摸我们的产品并拿起它们，去试穿它们，然后把他们买回家。当产
5、品的展示起到了以上所有的作用，那它就完成了自己的本职工作。,d,VISUAL PRESENTATION PORTFOLIO MATRIX,GOOD/BETTER/BEST,LEVEL (PREMIUM AT EVERY LEVEL),FINANCIAL MODEL,SHOP TYPE,FIXTURE PROGRAM,SIZE (SQ.MT.) SELLING APACE,SERVICE,FLAGSHIP,Flag Ship,P Series Best +Custom,400,Merchandiser and product tech on staff,BEST -market influenc
6、er -ultimate brand experience -comprehesive consumerpositioning -elevated environment and presentation,NIKE stores (owned) -solution to market gaps -provides energy and benchmark for the market place,Sport performance,P Series Best,150,Merchandiser on staff Nike VM visit 24x/yr Ekin visit 12x/yr,NIK
7、E stores (partnered) And NIKE shops,Sport performance,P Series Best,P Series Best + CFA,150,90 (CFA space),Merchandiser on staff Nike VM visit 24x/yr Ekin visit 12x/yr,BETTER -market leadership -optimal brandpresentation -prescriptive andelevated,NIKE stores (partnered) And NIKE shops,Sport performa
8、nce,P Series Better,P Series Better + CFA,P Series Better,P Series,Bags,FW,90 (CFA space),70-200,50,50,Stores: Nike VM visit 12x/yr Ekin visit 12x/yr Shops: Nike VM visit 12x/yr Ekin visit 4x/yr FW only doors: Merchandising visit 4x/yr,GOOD -business driver -fundamental / Basic environment and merch
9、andising,NIKE stores (partnered) And NIKE shops,Sport performance,FW,P Series good,P Series good + CFA,P Series,60-120,90 (CFA space),50,Merchandising visit 4x/yr Ekin visit 4x/yr FW only doors: Merchandising visit 4x/yr,d,视觉推广目录,GOOD/BETTER/BEST,店铺级别,经营模式,店铺类型,道具,销售面积,培训,旗舰店,旗舰店,P Series Best +订做道具
10、,400,全体陈列督导,BEST 引领市场 品牌终极的体验 不同消费者定位 高档的购物环境和产品展示,NIKE 自营店铺,运动店,P Series Best,150,全体陈列督导 巡店24次/年 Ekin巡店12次/年,NIKE 店铺,运动店,P Series Best,P Series Best + CFA,150,90 (CFA space),BETTER 市场领导地位 良好的品牌展示 统一的品牌形象,运动店,P Series Better,P Series Better + CFA,P Series Better,P Series,包店,鞋店,90 (CFA space),70-200,
11、50,50,街面店: 陈列督导巡店12次/年 Ekin巡店12次/年 店中店: 陈列督导巡店12次/年 Ekin巡店4次/年 鞋店: 陈列督导巡店4次/年,GOOD 带动生意 基本的购物环境和产品陈列,运动店,鞋店,P Series good,P Series good + CFA,P Series,60-120,90 (CFA space),50,NIKE 店铺,NIKE 店铺,全体陈列督导 巡店24次/年 Ekin巡店12次/年,陈列督导巡店14次/年 Ekin巡店4次/年 鞋店: 陈列督导巡店4次/年,d,GOOD/BETTER/BEST,Merchandising is an art
12、great products deliver on their promise through the art of story telling. Merchandising brings that story to life in a way that will inspire consumers to decide on us. It brings structure, meaning and focus to chaos. It engages the consumer on an emotional level. Merchandising tells the whole store,
13、 rather than letting a single product be judged in isolation.,WHERE ARE MEETS SCIENCE 艺术与科学,视觉推广是一门艺术 好的产品通过如何讲述产品故事这一艺术手法来传递它们对顾客的承诺。视觉推广使产品故事栩栩如生，让顾客信任我们，认同我们。它可以在纷繁芜杂中建立有规律的结构，意义和聚焦。它在精神层面上吸引顾客参与到故事中来。视觉推广讲述完整的产品故事，而不是让消费者孤立地去选择某一件产品。,d,GOOD/BETTER/BEST,Merchandising is a science The science of m
14、erchandising requires understanding how to create these artful stories-and still meet business needs-within the boundaries of space, fixtures and product assortments. All parts need to work in conjunction to achieve success. Knowing the difference between “fixture fill and just “filling a fixture” i
15、s critical to maintaining the fine balance between capacity and retail presentation within a space.,视觉推广是一门科学 视觉推广的科学性在于我们必须理解如何在空间，器架和整体产品规划的既有条件下，既创造出这些具有艺术性的产品故事，同时也满足生意的需求。每个方面需要协同工作，才能获得成功的视觉展示。因此，了解“器架上产品的丰满”和仅仅“用产品填满器架”两者的区别，对于在特定空间内，使产品的最大容量和最佳视觉展示达到平衡，有着至关重要的意义。,WHERE ARE MEETS SCIENCE 艺术与科
16、学,d,GOOD/BETTER/BEST,Premium presentations need to happen everywhere, not just in the best retail environments. Thats achieved by tailoring the presentation to suit the shop and its available resources. While each managed space should share the universal brand voice. That voice must be applied diffe
17、rently to tell effective stories that are appropriate to each channel of distribution.,MERCHANDISING STRATEGIES,d,GOOD/BETTER/BEST,顶级的陈列效果必须在店内随处可见，而非仅仅在最好的零售环境中才有。为达到这个目的，应当合理利用店铺既有的资源，对陈列做出相应的调整，来适合自己的店面。虽然，每个耐克店铺必须是全球统一的形象，但仍然可以根据不同的分销渠道的具体情况，在运用的时候做出相应的调整，更有效贴切地讲述产品故事。,视觉陈列,搭配陈列,模特使用,陈列道具,视觉陈列的策
18、略,d,GOOD/BETTER/BEST,MERCHANDISING STANDARDS,10 PRINCIPLESTo ensure we always merge the Art and Science of visual presentation perfectly, our merchandising practices will focus on the following principles.,1 STORYTELLINGUsing product to tell right, more meaningful stories.,2 ZONINGBuild a consistent
19、 strategy using attract, engage and connect.,3 CLEAN LINESMaintaining clean “visual lines throughout the space.,4. HOLISTIC MERCHANDISINGEvaluate the space as a whole.,5 PRODUCT ACCESSIBILITYKeep all products within reach.,6 MANAGING COLORConsider placement and flow within a space.,7 BALANCEBalance
20、product throughout the entire space.,8 GRAPHICS AND BODY FORMSPlace thoughtfully to add dimension.,9 PROPPINGUse strategically within presentations to enhance stories.*,10 ATTENTION TO DETAILSFocus on the details behind product presentation.,d,GOOD/BETTER/BEST,陈列原则,10大陈列原则 为了确保陈列的艺术性和科学性在视觉陈列中的完美结合，
21、我们实际在做陈列的时候必须集中关注以下10个原则：,1 故事讲述 用产品来讲述内涵丰富，更有意义的产品故事。,2 区域概念以一贯的陈列策略来吸引、联系顾客，并让他们参与其中。,3 清晰的虚拟分隔线在整体空间内，保持清晰整齐的视觉分隔线。,4 整体空间规划以整体的眼光来判断规划空间。,5 产品触手可及把所有的货品放在顾客可以拿得到的地方。,6 色彩管理在整体空间内，考虑不同颜色的布局以及流畅的颜色过渡。,7 平衡在整个空间内保持货品摆放的平衡感。,8 图片和模特仔细考虑图片和模特的摆放，来增加空间的层次感。,9 陈列道具在视觉陈列中，有策略的使用道具，来增添产品的故事性。,10 关注细节注重产品
22、陈列背后的细节。,d,GOOD/BETTER/BEST,PRINCIPLE 1 STORYTELLING,Retail is an ideal space to tell stories Merchandising integrates apparel, footwear and equipment to create a holistic narrative. This, used within the environment and partnered with communication, informs and inspires the consumer.Storytelling be
23、gins with product. There are four of product stories that merchandising can deliver. Though the message varies, each must be a focused, complete narrative that carries weight with our consumer.,Concept inspiration Collection-specific Product innovation Product-specific,d,GOOD/BETTER/BEST,原则一： 故事讲述,零
24、售店铺是一个理想的讲述故事的地方。而视觉陈列整合服装，鞋类和装备产品讲述了一个完整的故事。在零售店铺内，使用这样的陈列方式，同时结合适当的图片信息，可以给消费者提供产品信息并激励他们来购买产品。 故事的讲述从产品开始。以下的四种产品故事就能够通过视觉陈列来讲述。虽然传递的信息不尽相同，但每一个所讲述的故事都必须是完整的且有重点的，是会给顾客留下深刻印象的。,设计的灵感 有特色的系列款式 产品的创新 有特色的产品,d,GOOD/BETTER/BEST,1. Concept inspirationShow the world why were motivated to make products
25、connected to the athletes we associate with. Every Nike-sponsored national football team received its won individually designed uniform, with distinct elements that evoke the culture and spirit of the nation and its team. 1. 设计的灵感告诉全世界为什么我们总是为那些代言耐克品牌的运动员制作专属于他们的运动产品。每一支由 耐克赞助的国家足球队都能够收到耐克为他们度身定做的产品
26、，而这些产品的特点就是都能够激发国家和球队的文化与精神。,PRINCIPLE 1 STORYTELLING 原则一： 故事讲述,d,GOOD/BETTER/BEST,2. collection-specificcommunicates the concept of product developed around a single big idea. We turned dance into a head-to toe product line and company-wide initiative that brings personality and rhythm to working o
27、ut.2.有特色的系列款式： 这些产品表明，设计理念源自于一个独立而宏大的概念。我们把跳舞时穿的产品转化成一条从头到脚的完整的产品线，并把它作为整个耐克品牌的推广主题，来彰显个性魅力和舞蹈韵律。,PRINCIPLE 1 STORYTELLING 原则一： 故事讲述,d,GOOD/BETTER/BEST,3. product innovationtells people about Nikes proprietary technologies in a compelling way Nike Sphere React Cool fabric has vents that open when we
28、t, to promote airflow and deep athletes cool and dry. 3. 产品的创新：它让人们了解了使人信服的耐克专利技术。 Nike Sphere React Cool系列的面料在潮湿之后，纤维会张开，加快空气流通，让运动员觉得更凉爽更干燥。,PRINCIPLE 1 STORYTELLING 原则一： 故事讲述,d,GOOD/BETTER/BEST,4. product- specificrecounts the inspiration and innovation behind a product. The Free Trainer was crea
29、ted to mimic the natural mechanics in the foot, to improve agility, flexibility and strength.4. 有特色的产品这样的产品，凸现了产品背后的设计灵感和技术创新。 Nike free系列的训练鞋就是模仿脚在运动时的天然机理，从而加强了运动员的敏捷性，灵活性和力量。,PRINCIPLE 1 STORYTELLING 原则一： 故事讲述,d,GOOD/BETTER/BEST,Zoning doesnt just organize product within a space, it also provides
30、 clarity, and helps consumers navigate that space. There are several types of zoning to consider within a space: 分区不仅仅是在一个特定的空间内规划产品的位置，它能够使产品的布局很清晰，并为顾客在店内购物起到很好的引导作用。有以下几种分区的方法可供参考：FIXTURE ZONING: The placement of fixture is based on the height of each fixture. Lower fixtures are positioned at the
31、 entrance. While taller fixtures are placed as you move deeper into a space. 器架的区域：器架的摆放应当基于每个器架的高度来决定。较低的器架要放在靠入口处。较高的器架应当随着顾客逐渐走向店的深处而依次摆放。,PRINCIPLE 2 ZONING 原则二: 区域概念,d,GOOD/BETTER/BEST,INITIATIVE ZONE: The lead-in to the space; where consumers engage with the initiative. 主题区域：作为进入店铺的引导，在这个区域里，顾
32、客开始接触品牌和了解产品。PRODUCT ZONING: The space is divided into different areas to display mens, womens and kids products. 产品区域：空间被划分为不同的区域，来陈列男子产品，女子产品和儿童产品。CATEGORY ZONING: Where each category lives within a space. Lead with Sport Performance, follow with Sport Culture. Pay close attention to adjacencies.
33、系列产品区域：每个系列产品都有属于自己的区域。从店铺入口，以运动系列开始，运动生活系列结束。特别注意相邻产品的陈列。The following pages detail our zoning strategies. 以下是具体的分区策略：,PRINCIPLE 2 ZONING 原则二: 区域概念,d,GOOD/BETTER/BEST,NIKE STORE,NIKE SHOP WITH WALL(S),Light Density 低密度,Medium Density 中密度,High Density 高密度,1.Fixture zoning strategy An important part
34、of how consumers purchase, is how they are introduced to product and how they navigate through the space. The front of the space features lighter, smaller fixtures with less capacity. The middle of the space contains heavier, larger fixtures with higher capacity. The tallest fixtures wallsanchor the
35、 perimeter of the space and hold the highest capacity of product. 1。器架的区域策略 影响消费者购物的一个重要因素是，如何引导他们进入店铺，让他们找到想要的货品并且购买。 店铺靠入口的区域摆放体积小，高度低，容量少的器架。店铺中间的区域摆放体积相对较大，高度较高，容量较多的器架。店铺最深入的区域摆放板墙和体积最大，高度最高，容量最多的中岛器架。,PRINCIPLE 2 ZONING 原则二: 区域概念,d,GOOD/BETTER/BEST,NIKE STORE,NIKE SHOP WITH WALL(S),2. The init
36、iative zone The first area that the customer will see, this zone is the introduction to the Nike brand and what that space has to offer. Its also the only opportunity to make whats important obvious to the consumer. Be sure to inspire them with powerful product presentations. 2. 主题区域 这是顾客第一眼看到的区域，它是
37、对“耐克”这个品牌的最初介绍，也会告知消费者，店内将会提供哪些产品。这也是唯一的一个好机会，能把最重要的信息明晰地传递给顾客。因此必须确保在主题区域内呈现强而有力的产品陈列来激励顾客进入店内。,PRINCIPLE 2 ZONING 原则二: 区域概念,d,GOOD/BETTER/BEST,3. Product zoning Every space will be divided up into different areas to display mens womens and kids products. Grouping products together in an organized
38、manner gives consumers a destination for specific product and creates a proper flow through the space. 3。 产品区域 每家店铺都会划分出不同的区域，来陈列男子产品，女子产品和儿童产品。有组织地把货品进行归类，可以让顾客明确的去寻找所需的产品，同时在整个店铺内创造出产品的流动感。,Mens products 男子产品,Womens products 女子产品,Kids products 儿童产品,Equipment 装备产品,NIKE STORE,NIKE SHOP WITH WALL(S),
39、PRINCIPLE 2 ZONING 原则二: 区域概念,d,GOOD/BETTER/BEST,4. Category zoning As theres no story without sport, the layout of category zones should lead with sport and follow with sport culture. Pay close attention to adjacencies to make sure the presentations transition smoothly. 4。系列产品区域 因为每个故事都会涉及到体育运动，所以产品
40、系列的布局应当从运动系列产品开始，接着再是运动生活系列产品。特别要注意不同系列之间的过渡要非常很流畅自然。,NIKE STORE,NIKE SHOP WITH WALL(S),Mens Sport Performance 男子运动产品,Mens Footwear 男子鞋类产品,Mens Sport Culture 男子运动生活产品,Womens Sport Performance女子运动产品,Womens Footwear 女子鞋类产品,Womens Sport Culture 女子运动生活产品,Equipment 装备产品,Kids Product 儿童产品,PRINCIPLE 2 ZONI
41、NG 原则二: 区域概念,d,GOOD/BETTER/BEST,Principle 3 clean lines 原则三：清晰的虚拟分隔线,Clean and well-maintained horizontal and vertical lines bring consistency and focus to an area and allow for a clear flow of product from one wall section to the next. Horizontal lines together wall sections and allow a product sto
42、ry to flow more smoothly. Vertical lines create columns, these build a logical framework thats easy for the customer to understand. 清楚且维持得较好的水平线和垂直线能够在某个区域内创造一致性和聚焦效果，并且在视觉上能够使产品从一个板墙流畅地过渡到下一个板墙。水平线用以连接不同的板墙，使产品故事能够更顺畅地流动。垂直线创造出列的效果，建立了富有逻辑的框架，使顾客更加容易理解产品的分布。The following pages detail horizontal and
43、 vertical lines. 下面几页详细地说明了水平线和垂直线的作用和使用情况。,d,GOOD/BETTER/BEST,-Can be used to link together wall sections, allowing a product story to flow more smoothly. -Breaking the line at strategic points provides visual impact and relief. -The horizontal line may vary slightly from mens to womens presentatio
44、ns (due to different product lengths), but the variance should be minimal. -The line must remain consistent within the respective gender. -It can be created with shelves, products or attachments.,Principle 3 clean lines 原则三：清晰的虚拟分隔线,d,GOOD/BETTER/BEST,可以把很长的墙面上的不同板墙连接起来，让产品故事更顺畅地流动。 在很长的分隔线上做出策略隔断，从
45、而营造视觉冲击力和减缓视觉疲劳。 在男子产品和女子产品的陈列展示中，水平线可以有细微的差别（因为两者产品的长度不同），但这种差别要控制在最小的范围内。 在男女性别各自相应的产品区域内，水平线应该保持一致。 可以使用层板，产品，或道具配件来制造虚拟的水平线。,Principle 3 clean lines 原则三：清晰的虚拟分隔线,d,GOOD/BETTER/BEST,Using shelves to create the line. 用层板制造水平线。,Using product and shelves to create the line.用产品和层板制造水平线。,Using product
46、 to create the line. 用产品制造水平线。,Breaking the line. 打破水平线。,Principle 3 clean lines 原则三：清晰的虚拟分隔线,d,GOOD/BETTER/BEST,VERTICAL LINES (COLUMNS)垂直线（列的结构） When building the presentation, use columns to create a logical framework that is easy for the customer to read and understand. Columns will help to orga
47、nize and utilize the space efficiently. 在做产品陈列时，使用列的陈列来建立逻辑性很强的框架，使顾客容易读懂并且理解我们的产品。列的陈列有助于空间的合理布局和有效的利用。,In order to build columns and, subsequently, proper presentations, its important to understand the difference between 1-wide and 2-wide products. Products must be merchandised within walls and fl
48、oor fixtures according to their dimensions. 为了构建列的结构，以及接下来做出符合规范要求的陈列，理解产品上的“窄列”和“宽列” 的不同是非常重要的。产品必须按照其自身的尺寸大小来摆放在板墙和中岛器架上。,1-wide products: -short side hung -pants side hung -womens fitness tops -tennis skirts“窄列”的产品： 短裤（M型夹法） 长裤（M型夹法） 女子健身上装 网球裙,2-wide products: -tops -jackets“宽列”的产品： 上衣 外套,Principle 3 clean lines 原则三：清晰的虚拟分隔线,d,GOOD/BETTER/BEST,Build your presentations in 2 or 4 wide columns, arranged in a balanced composition. 在产品陈列时，使用1个或者2个“宽列”，以对称的方式来出样产品。,
