Research On The Fashion Store System On The Basis Of Modern Marketing Concepts

A fashion retail store is the vital of market distribution. Based on the marketing background of "retailing succeeds", stores are regarded as core competition method by many fashion companies.On the basis of the development of modern marketing concepts, from 4Ps, 4Cs to 4Rs, the extension has been expanding and the role of stores have been growing up, which reveals the value of this research.Born with the systemic essence, a fashion store is composed of individual, general, and order, where all the individuals interact.A fashion store, a 4-Dimension system, is the combination of site decision, store layout, environment design, and products display. In order to build up a fashion store system, it is necessary to follow 4 main steps and 4 components, which are "1-D design (site decision), 2-D design (store layout), 3-D design (environment design), and 4-D design (products display).Firstly, the method of fashion store site decision is a process which is consumer-oriented, market-leaded, and fulfilled by corporations and consumers' common values. The decisions require a scientific procedure, which obeys the rules of "from up to bottom" and "from entirety to part", that is "city, retailing area, then certain site". The effective indexes showing the location quality are retailing form congregation, customer flow, visibility, and rental.Secondly, fashion store layout is a 2-D design and the basis of store design. It divides the place into different sections, which includes entrance plan, cabinet, arrangement, and passagedistribution. The objective of layout is easy to catch eyes, to enter, to accord with brand orientation, and to stay fully.Thirdly, fashion store environment design is to stimulate customers' instinct and emotional reaction, and to influence their purchase finally by color, light, music, fragrance, texture and POP.Fourthly, fashion store products display is a dynamic process; the principles are visual comfort, visual interest, easy touch, and economic benefit. Store windows have "three-second effect", which should be highly recapitulative. The fundamental of choosing display appliance is suitable thing for suitable use. Purchase frequency, time, price and sale can decide the position of different products.According to the marketing practice, the evaluation system for fashion stores has been put forward, which includes 4 first-grade indexes, 41 second-grade indexes, index weight obtained by the experiment, and graded evaluation sheet graded. When using this system, it can be described by four ways, which are absolute evaluation, relative evaluation, comparative evaluation, and expansible evaluation.A lot of pictures and diagrams have been used to study the working flow of setting up a fashion store impersonally. It also has compared the common store entrances, passages, windows, cabinets, mannequins, colors, lights and so on. Besides, a basic idea and simple model have been built up, then it has brought forward four kinds of typical effective stores, profitable stores, publicized stores, promotional stores and competitive stores which provides the idea of future study.