Business options: Making shop to sell window
By the obvious thoughts about that now, window dressing is likely to be very lucrative, it is easy to come in time, walk according to the pre-evening streets of the capital. Impressive city lights make right frame of mind about the idle revelers as well as concerned consumers, only the oldest representatives of the advertising - showcases - a powerful and quite successfully appeal to their wallets. Does beauty will save the universe once more question, just like that, that it is now likely to save a shop located in the shopping coma, perfectly understandable zastekolnyh Affairs masters as well as co-owner of the company "New look" Julia Devyatovskiy.
Professional designer, Julia came to the nascent Showcase business allowed utter, together with the university's Bench in 2001. "It was the start of trade flourishing business, finally, in this case has become popular and professional look not only trading hall, just as well as its" face "Retail - showcases - she recalls. - In fact, a showcase - it's the same advertisements aimed at certain target room. But as well as back bench is likely to tell about what exactly it announced discounts, sales are going, refreshed range or preparing a holiday? "
Despite so, what version of the deal only showcases lies in the literal and figurative sense, literally in sight (just as likely to be, and because of this), until now it has not occurred to allow competitors to design advice " New windows. At least, Julia says that it is their breath behind him so far away can not hear.
Lucky find
The author of the business options that allowed the design advice to "New look" bite honestly a piece of market pie, a partner, co-founder Julia Dmitry Savelyev, a pre-build what the company had the appropriate market research. In fact, at that time were allowed to fully engage in simple outdoor advertising, the more that now showcases previously were not so much in demand. But in time he realized that it exists a niche in the middle of the interior design as well as directly to outdoor advertising, which is much in demand customers, and are not investigated and almost empty.
- Understand the importance of professional domestic retailers of window dressing formed over the years - said Julia. - Clients have matured by 2002, but immediately the demand reached a peak, make orders even if small shops.
Of course, in accordance with still a lot of entrepreneurs have no desire to spend money on such "nonsense" and prefer to issue showcases our own efforts. A couple coming in, as if the position of the owners of many small grocery stores, although, like Julia said, yet there customers as well as among them. "Among our clients - you will not believe it! - Have been even if the food tents, which were asked to issue entry in order to increase its attractiveness to buyers, "- she admires the growing consciousness of the Russian small merchants.
Incidentally, some design work was added later that, like the Moscow mayor's office ordered the mandatory window dressing well up until the holidays - the full New Year's decoration, they have the right to stay even with the 15 November. It seems that the decree the hell complains about retail, into the hands of design advice? "Do not tell me - does not agree Julia. - With one hand, however. Together with the other - all shopkeepers bethink and start calling us at the same time, with the sigh that now draw they needed to showcase once again yesterday. Of course, in such a rush job physically we are all far from being able to pay interest to everyone. Aware of the impending influx of all, we always warn regular partners in advance. But still, often clients come for 3 days until X hours. "
Make a showcase for 3 days - it would seem that now is likely to be easier? "It would be no way! - Says Yulia. - Development of competent design project takes an average week. It walks on those concepts, which really can live according to his own. In order to create something more serious, you can not no more than three to three and a half weeks together. "
Production process
The adoption of one or the other concept involves a different time with a difficult negotiating process. "For example, most initially require a" large forms ", but does not all bright and big looks in the window is beautiful, - says Yulia. - These forms are reasonably priminyat in certain environments: in particular, at what time a shop lying on a dark street or storefront partially obscured trees. But we all did not profess the principle of "customer is always right" - it's like the time that adventure, at which time the master is more visible. A couple is now in our business requires not only the author's approach, just as well as the ability to individually come to order. Again, another problem is that it is the customer is inclined to add the changes to the draft, at which time production is running already. "
Finally, as if the owner recognizes Design Council, recently went to an advanced customer - wants to acquire as a result of not just a colorful window dressing, only a real increase in sales.
Gradually, some very honestly Julia accumulated capacity of knowledge, is not typical for ordinary designer. "It is clear now imagine that it will attract buyers. Six years of practice, supported by regular reading of the literature according to the marketing, it is very much in order to please "the bull's eye" - she assures me. Besides her companion, Dimitri Savelau, together with the trade mark is not hearsay - personally came from this area, that way that it is a good understanding of people who are sharp on both sides of the glass display case.
In general, the previous years clients have changed noticeably. Owners of even the small shops are constantly visit abroad, to draw more options to design their own institutions. Increasingly, the "New window" book is by no means "something nice", but quite definite. "For example, the businessman watches such necessary parts, like the need to beat, mask design shop equipment, directly adjacent to the display case - said Julia, - besides, most are choosing high-tech minimalism. Increasingly began to meet as well as lovers of creativity. Good example: the glass of course is empty, which trades shop, the same applies associative "amusements", a kind of decorated windows Bosco di Ciliegi in GUM. Allowed at all to put the mountain watering cans, to write on them "sale" - and it will be required creative! Most customers are still asking to perform what-in this case, traditional, and with a zest.
However, the development of the concept - it's half the battle again. After this has to be prepared of the design - light boxes, the system, three-dimensional parts. The bulk are often made that way: originally constructed and welded frame, then clothe him in chopped palistirol. Installation, depending on the degree of complexity is likely to take until a few days. With most shopping complexes have no desire, then that installation took place during working hours. "We tried to give up those options," - said Julia. And also all the same company takes some of these orders, but only in case if the customer is ready to pay overtime or allowed to gather showcase their individual production, in order to spend less time for installation in the shop. So that now, "New look" probably afford that way "throw" customers, like indirect evidence that the vacancies in the market for these services.
Pleasure to!
How should we formalize mart? Julia believes that now is akin to the classic questions like "What is the average temperature according to the hospital?" "Of course, everyone wants to plan a budget - she says. - But the variation in price may be very large and depends on many factors: the square windows, the complexity project as well as the cost of consumables. "In fact, according to the recognition of Julie, this is a very profitable business: any creative work presents one hundred percent return on investment. The design project showcases a small shop probably do 600-1 000, imposing a serious project for a large store would cost as at least twice as expensive. What exactly will result physical embodiment of the flight design ideas, to predict and very difficult: it depends on the customer, his choice of more or better quality, durable materials. "Choice is always there - sure Julia. - The easiest way to economy Variation - to buy a Christmas tree and dress her "classic", at all about all enough for 500 rubles. The next evolutionary level - to order a system from an inexpensive plastic. It is allowed to become priminyat again, but not for long. And in the end, there are expensive composite materials, which allow to solve the problem, for example, New Year's decoration showcases a few years ahead. "Therefore nyneshniya # only variation designers recommend to their clients. However, except for those who sell expensive clothes - they be forbidden to repeat!
Life has the majority of adjustments to pricing principles. For example, in the early 2000's customers were not willing to pay for a design project, not considering it a separate product. "The customer receives sketches and said: I personally and thus can not draw! - Recalls Julia. - So all we are not voicing the cost of the design project, but simply included it in the total. With respect to this morning took a policy decision - to make this # but a separate line item in the estimate, in order to instill clients with cognition, that this particular lesson, which is similar to cost money, as well as decent. Another point is a good concept is worth more than its physical manifestation. "
A curious fact: Notice that now the concept of paid separately, might tempt some customers for a long exhaustive search option, however, as experience shows that most negotiations end with mutual satisfaction of the parties in the third or fourth option.
Demand for taxis!
The first customers of newly-elected council had friends and comrades. Then, all slightly more orders come later became the World chain. Now the share of "virtual" clients have no less than 70% of the total customer base. In it, dozens of companies: sales of toys, baby goods, books, office, shoes, clothes, food. They are very well, and then to just get the state, which increased along with the two continue to twenty individual. Among the clients of the design board is not of course as soon as the world's networks: near them there own units which engaged in the development of window dressing in the same style, so well as in London and in Moscow they look the same. Branches of such companies can not bring nothing new, except for labels, reporting the discounts and sales, as well as trees for the New Year. "But of course there are no rules apart from exceptions, around us there as well as major overseas clients, for example, we all had long been cooperating with the company Walt Disney, - said Julia - in order to fulfill its various tasks, make out the windows as well as section, exhibitions, conduct various marketing activities, as last year even though the Kremlin staged Disney Christmas tree - a Cinderella evening dedicated to the release of a new cartoon. "
In that case, why would not raise the company in order to compensate the growing demand? Perhaps someone in this case thus would have done as well, but Julie believes that now is not yet in a measure to grow rapidly in no way necessary. "Our format presents some benefits - she says. - Around us there is the possibility of captures for any orders and volumes. An especially large orders we are all easy to find subcontractors with more severe production facilities. "
Not no more significant question: why "New look" does not feel competitive? According to Julia, engaging in what is now impressive showcases of companies engaged in far too profitable. Much easier to take almost a whole processing merchant complex, to provide trading facilities necessary equipment interior, leaving the empty display cases at the mercy of tenants. As advertising agencies, which could compete with "New window", prefer to engage in logo design, corporate identity. The exception is when those who engage in a sham because there is production of plaster casts to showcase: cheese, sausage, fruit and other components of the modern "horn of plenty", but they offer only a particle showcase entourage, but by no means a complete concept.
- Shop window niche just yet undervalued by the market, - says Yulia - including as well as due to the fact that that it is among nonspecialists window dressing for some reason so up until now is just barely there is not seasonal work. In fact, every self-respecting company, trading in particular, clothing, definitely changes the display to each season. There are, of course, as well as powerful celebratory bursts, but as well in the breaks among them there than we do. This is a real success - so that now all we have taken this niche of the first: it is possible reliably to strengthen its position at that time, what time, others will follow. My illusion, a company must reach a level to were allowed to choose our customers!
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