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鞋靴,可能是仅次于香水和化妆品的高附加值服饰类消费品。而鞋类商品的VMD(视觉陈列)计划与时装的一样,分为视觉设计和商品规划两部分。视觉销售规划对于鞋靴来说,重要性也并不亚于时装品类。其实,鞋靴的单品附加值远远高于时装的平均水平,然而国内鞋靴的视觉营销水平却远远低于时装的陈列水平。这一高一低之间的巨大反差,突现出鞋类商品的陈列设计与视觉销售规划的重要。鞋靴更需要通过陈列设计来讲述故事,推广文化,并进而带动销售,实现物有所值。
Footwear, may be second only to perfume and cosmetics high value-added apparel consumer goods. The footwear of the VMD (visual display) plan and the same fashion, divided into visual design and product planning in two parts. Visual sales planning for footwear, the importance is no less important than the fashion category. In fact, the added value of a single item of footwear is much higher than the average level of fashion, but the visual level of domestic footwear is far below the level of marketing display. The high contrast between a high and low, highlighting the footwear display design and visual marketing plan is important. Shoes need more through the display design to tell stories, promote culture, and then drive sales, realize value for money.