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图1位于北京东方新天地的杰尼亚店是该品牌在中国开设的第一家专卖店。经过多年的发展,凭借卓越的品质和讲究的店面陈列,杰尼亚受到国内消费者的青睐。2009年早春,杰尼亚的店内陈列依然是以黑、白、灰为主色调。优雅的色调贯穿店面陈列的始终。店门入口处,没有设置多余的陈列作品。透明的玻璃大门,直接敞开,欢迎顾客的到来。图2陈列讲究曲径通幽,用道具等隔开以制造效果。杰尼亚店铺中采用展示台巧妙地隔开了卖场与休息区,并很好加强了店铺的层次感。舒适性、美观性是陈列的原则。利用各种隔断效果,顾客不会感到视觉疲劳。展示台、沙发、茶几、花瓶是营造隔断效果的经典道具。图3衣柜式的陈列,是杰尼亚常用的手法。目的就是让顾客感觉像在家里挑选自己的衣服,同时也方便展示杰尼亚考究的细节。杰尼亚的西服体现意大利裁剪风格,尽显男士风采。高雅的色彩、精致的原料,再辅以出色的饰品,让顾客酣畅淋漓地感受杰尼亚的优雅大餐。
Figure 1 The Zegna store in Beijing’s Oriental Xintiandi is the brand’s first boutique opened in China. After years of development, Zegna is favored by domestic consumers with its excellent quality and exquisite store display. Early spring of 2009, Zegna’s store display is still based on black, white, gray-based colors. Elegant colors throughout the store display. At the entrance to the shop, there was no unnecessary display of works. Transparent glass door, open directly, welcomes the arrival of customers. Figure 2 show pay attention to the winding path, separated by props to create the effect. The showcase in Zegna’s shop cleverly separates the store and lounge areas and enhances the store’s level of sophistication. Comfort, aesthetics is the principle of display. Using a variety of cut off effect, customers will not feel visual fatigue. Showcase, sofa, coffee table, vase is to create the classic effect of partition props. Figure 3 Wardrobe-style display, is the commonly used method of Zegna. The purpose is to make the customer feel like choosing their own clothes at home, but also easy to show the elegant details of Zegna. Zegna’s suit reflects the Italian cutting style, filling the men’s style. Elegant colors, exquisite raw materials, supplemented by excellent jewelry, so that customers hearty Zegna feel elegant feast.