Visual Merchandising

• 櫃型與尺寸Fixtures & size

  每間店都有桌面與層架，但尺寸與數量不同，同一套陳列必須重新配置。Every store has tables and shelving, but in different sizes and numbers, so one layout must be reconfigured.

• 動線與入口Traffic & entrance

  入口方向決定主視覺的朝向；手扶梯口與連通口還需考量雙向人潮。The entrance decides which way the key visual faces; escalators and concourses add traffic from both directions.

• 百貨規範Mall rules

  進場時段、背板高度、地貼與消防走道等規定，每間百貨都不同。Install hours, backboard heights, floor stickers and fire lanes differ from mall to mall.

• 檔期時程Timeline

  預熱、正式上線到第二階段換檔，每一階段的陳列與製作物都必須準時到位。From soft launch to full launch and phase two, every stage's display and materials must be in place on time.

• 數量與庫存Quantity & stock

  陳列需要飽滿但不能積壓庫存，製作物也必須依各店需求精準分配。Displays must look full without tying up stock, and materials must be allocated precisely to each store's needs.

1. 01

   接收檔期指引Receive the campaign guideline

   取得品牌完整的檔期指引，掌握主推商品、宣傳物清單、陳列時程與標準陳列方式，確立本檔期的溝通重點。Review the brand's full campaign guideline — hero products, POSM, display schedule and standard layouts — and set the campaign's key message.

2. 02

   庫存、陳列物與執行規劃Stock, materials & execution planning

   盤點各店庫存與現有陳列物，評估可沿用的道具與需新增的製作物，並發想每間店的執行方式。Review each store's stock and existing display materials, decide which props can be reused and what must be produced, and develop an execution plan for every location.

3. 03

   與國外原廠確認Align with brand headquarters

   將規劃提交國外品牌原廠確認，確保在地執行與品牌方向及視覺標準一致。Submit the plan to the overseas brand headquarters for approval, so local execution stays consistent with the brand's direction and visual standards.

4. 04

   各店鋪 GuidelineStore-specific guidelines

   確認後整理成完整的各店鋪 guideline，標示陳列位置、商品數量、製作物規格與換檔時程。Once approved, compile a complete guideline for each store, specifying placements, product quantities, material specs and changeover dates.

5. 05

   製作物發包與店鋪溝通Production & store briefing

   依 guideline 統籌製作物發包，與外部廠商確認尺寸、材質與交期；同步向各店說明陳列方式與執行重點。Based on the guideline, manage production with external vendors — sizes, materials and lead times — while briefing each store on how to set up and what to prioritise.

6. 06

   分配與上架Allocation & setup

   依各店需求數量分配製作物與陳列商品，由門市依 guideline 執行，或由我到現場完成佈置。Allocate materials and display stock by each store's required quantities; stores set up from the guideline, or I install on site.

7. 07

   上線追蹤與優化Monitoring & optimisation

   活動上線後追蹤陳列狀況與銷售表現，依現場反應即時調整，使行銷與陳列共同推升業績，達到效益最大化。After launch, monitor display condition and sales performance and adjust in response, so marketing and merchandising work together to maximise results.

※ 品牌指引屬保密文件，流程以示意圖說明，不公開品牌內部資料。 Brand guidelines are confidential, so the workflow is shown as diagrams rather than internal documents.

• 焦點先行Focal point first

  先決定顧客第一眼要看到什麼，再將主視覺與主力商品放在最容易被看見的位置。Decide what shoppers should see first, then place the key visual and hero products where they are most visible.

• 三角構圖Pyramid build

  高低錯落的三角構圖引導視線由上而下移動，商品不互相遮擋，也更有層次。A tiered, triangular build guides the eye from top to bottom, keeps every product visible and adds depth.

• 黃金視線帶Eye-level zone

  主力與高單價商品置於腰部至視線之間，最容易被看見，也最常被拿起。Hero and higher-value items sit between waist and eye level, where they are seen and picked up most often.

• 色彩分區Colour blocking

  同系列、同色系集中陳列，遠看整齊而有記憶點，近看也便於選購。Grouping by range and colour reads clean and memorable from a distance, and makes products easy to find up close.

• 面向動線Face the flow

  主視覺朝向入口與主要人潮；雙向動線則採正反雙面設計。Key visuals face the entrance and main traffic; two-way traffic calls for a double-sided display.

• 數量即飽滿度Quantity = fullness

  為每個品項設定陳列數量，使畫面飽滿、補貨有所依據，同時避免積壓庫存。Set a display quantity for each item, so the display looks full, restocking follows a rule, and stock is not tied up.

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