耐克陈列全稿

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1、dMERCHANDISING陈列dMERCHANDISING陈列Visualpresentationportfoliomatrix视觉陈列分类目录Whereartmeetsscience艺术与科学的碰撞Merchandisingstrategies视觉陈列的策略Merchandisingstandards陈列原则Principle1.storytelling原则1：故事讲述Principle2.zoning原则2：区域概念Principle3.cleanlines原则3：清晰的虚拟分隔线Principle4

2、.holisticmerchandising原则4：整体空间规划Principle5.productaccessibility原则5：产品触手可及Principle6.managingcolor原则6：色彩管理Principle7.balance原则7：平衡Principle8.graphicsandbodyforms原则8：图片和模特Principle9.propping原则9：陈列道具Principle10.attentiontodetails原则10：关注细节dMERCHANDISINGWHENACO

3、NSUMERCOMESACROSSNIKE’SPRODUCTS,IT’SMERCHANDISING’SJOBTOMAKETHEINTRODUCTIONS,ANDASFARASFIRSTIMPRESSIONSGO,IT’SGOTALOTTOSAY.MERCHANDISINGCOMMUNICATESTHEBRANDPOSITION,PERFORMANCEINNOVATIONS,ANDBENEFITSOFEACHPRODUCTTOOURCONSUMERS.ITMUSTMAKETHEMWANTTOGETTOKNOW

4、THEPRODUCTBETTER;TOTOUCHIT,PICKITUP,TRYITONANDTAKEITHOME.WHENMERCHANDISINGDOESALLOFTHAT,IT’SDONEITSJOB.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

5、它们，去试穿它们，然后把他们买回家。当产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。dVISUALPRESENTATIONPORTFOLIOMATRIXGOOD/BETTER/BESTLEVEL(PREMIUMATEVERYLEVEL)FINANCIALMODELSHOPTYPEFIXTUREPROGRAMSIZE(SQ.MT.)SELLINGAPACESERVICEFLAGSHIPFlagShipPSeriesBest+Custom>400Merchandiserandproducttech

6、onstaffBEST-marketinfluencer-ultimatebrandexperience-comprehesiveconsumerpositioning-elevatedenvironmentandpresentationNIKEstores(owned)-solutiontomarketgaps-providesenergyandbenchmarkforthemarketplaceSportperformancePSeriesBest>150MerchandiseronstaffNikeV

7、Mvisit–24x/yrEkinvisit–12x/yrNIKEstores(partnered)AndNIKEshopsSportperformancePSeriesBestPSeriesBest+CFA>150<90(CFAspace)MerchandiseronstaffNikeVMvisit–24x/yrEkinvisit–12x/yrBETTER-marketleadership-optimalbrandpresentation-prescriptiveandelevatedNIKEstores

8、(partnered)AndNIKEshopsSportperformancePSeriesBetterPSeriesBetter+CFAPSeriesBetterPSeriesBagsFW<90(CFAspace)70--200<50<50Stores:NikeVMvisit–12x/yrEkinvisit–12x/yrShops:NikeVMvisit–12x/yrEkinvisit–4x/yrFWonlyd