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随着越来越多的fashion brands入驻中国，设计师品牌集合店这一概念也开始流行。相比于欧洲，美国和香港相对成熟的品牌集合店经营市场，中国大陆市场才刚刚起步。I.T在中国大陆反应良好，10 Corso Como也将于今年秋季在上海开业，北京和上海也开设了如brandnewchina，DongLiangDesign，Triple-Major等品牌集合店，致力于推动中国设计师。
With an increasing number of luxury brands and fast-fashion brands launching retail stores in China, the concept of designer brands is becoming popular. Compared with the developed markets in Europe, USA and HK, there is still a large room for the Chinese market to grow. I.T receives good response in Chinese Mainland. In addition, 10 Corso Como will open new store in Shanghai this winter, and Brand new china, Dong Liang Design, Triple-Major have set their shops in Shanghai and Beijing. With the rapid development of online-retail and fashionable customers’ demands for unique and personalized goods, select stores could meet customers’ demands.

Rationale：

1.中国市场才刚刚起步，而欧洲和美国已发展得相对成熟，值得学习研究。
2. 品牌集合店需要同时陈列几十个品牌，相比于单一品牌专卖店，在陈列上更加讲究。

3. 陈列是无声的推销，具有艺术性。和我大学的专业有密切关系。

1. As a developing market, Chinese market should learn from the experience of European market and Northern American market.
2. Select shops often need to display more than 20 brands at limited space, that need particular and deep research in displaying comparing with those single brand shops.
3. Displaying is the artistic merchandising which is closely related to my undergraduate major.

Overall aim of research:
店内陈列对消费者消费者购买行为consumer buying behavior与购买状态buyer-readiness states的影响。好的陈列会让顾客处于购买状态中，更趋向于购物从而增加销售额，物品位置的不正确则会让消费者处于拒绝购买状态中。为了达到更高效的销售，陈列相当重要。（这里可以举一下apple store例子，营造良好的消费环境）
Shop displaying has significant effects on consumer’s buying behavior and buyer-readiness status.
Good displaying will bring consumers good shopping experience, thus increases sales. Wrong position of displaying will have a negative effect. So displaying is rather important to increase sales.

Program of study
Step1 信息收集与学习
地点：伦敦
数据收集方式：Market analysis 和网上调研
目的：
1.选定几家值得详细调研的风格相近的连锁公司chain corporation，收集相关知识
需要收集的信息：1.品牌店宏观环调查macroenvironment：当地的政治、经济、文化cultural environment　，人口，消费水平等氛围自然环境natural environment
2.了解品牌店形象,identity,市场定位,及其中包含的子品牌特色及背景
需要学习的知识：visual 营销，陈列，(还待补充)

Step1 information selecting and studying
Location: London
Methods of gathering information: Market analysis and online survey
Object: to select several chain corporations with close style and deserves further research, collecting concerning knowledge.
Information needs to be collected:
1 brand shops’ macro-environment researches: the local politics，economic, culture environment, population, consumption level and natural environment
2 brand image, identity, market positioning and sub-brand’s feature and background.
Knowledge needed to learn: visual, Marketing, displaying,

Step2 市场调研与记录
地点：伦敦，巴黎，米兰，上海，北京，香港等目标品牌集合店所在地区。
数据收集方式：记录；手绘；拍照；问卷调查
目的：收集真实及重要数据
需要学习知识：调研方法，有效数据收集方式，问卷调查形式，陈列
调研项目：
1)布局 layout 空间划分，消费路径
2)陈列
a)服装陈列（新货陈列位置，促销promotion陈列方式，各品牌分散或集中陈列，陈列色彩构成，陈列的秩序