Visual Merchandising and Store Design | VMSD.com

Let creative merchandising seduce customers with these tips.

By Faith Bartrug

Props and decoratives are the starting point for displays that surprise, delight and sell. And they’re far cheaper than, say, an entire store renovation. Some strategies to make the most of your visuals:

• Make visual techniques the new props. Inventively hanging, folding and layering a category of product can become the signature décor element. Denim apparel stores are on the cutting edge of this trend. Levi’s hung denim in rows from the ceiling for a “wow” factor that also adds texture. Barneys built a large scale bear out of denim, and Diesel recently created an entire window display with denim in different folded poses. There are new ways to layer denim on tables, hang it from rods, clip it with anchor bolts, roll it like towels into cubbies…all demonstrating the use of visual technique as the ‘prop’ to romance the product. Using the visual creative process freshens the store and can become a signature differentiator for a retailer.

• Integrate props and decoratives with graphics to craft a work of art. One example that caught my eye was Adidas’s wall display. Different decorative picture frames--some with graphics, some with monitors—combine to form its logo. Another approach would be using a wall appliqué with a silhouette of a girl who is extending a 3-D hand form to display accessories. Installations like these are the results of teamwork between the visual merchandisers and graphic designers. They demonstrate that display is a creative outlet.

• Think “eclectic,” not monotone. Mix nostalgic and artful props and decoratives with everyday objects to create something unexpected. Feel-good storytelling can focus on generations past. So use recycled and vintage objects to connect emotionally with customers. Urban Outfitters displayed sneakers hung on a string and quilts (with retro plaid patterns) stapled on shelves to line them. Barneys formed razor blades into patterns around the jewelry. Diesel featured notebook paper filled with doodles as the backdrop to watches. Juicy Couture displayed shoes and socks on tarnished silver trays, and Forever 21 and FACE Stockholm both have used vintage head forms.

• Play with multi-functional elements. In this economy, props, decoratives and mannequins need to multi-task. More and more retailers are reusing props and repurposing them from season to season. I design families of props in which every element has a dual purpose. A tray can flip over to become a riser and bustforms can hold graphics as well as apparel. This saves retailers time and money. But the key is to make sure that they are being refreshed and that the new uses create the essence of change in the space

Visual merchandising with props tells a story around the product that should educate the customers and do the job of a salesperson. This, in turn, requires less labor and increases ROI.

Sidebar: Payback Time

If you’re wondering just how much impact visual merchandising can have, read on:

Article: Visual Merchandising key to retail
www.FashionUnited.info

Article: Visual Merchandising
(UTALKMARKETING.COM)

Article: How visual merchandising can improve retail fortunes
(UTALKMARKETING.COM)

Article: Visual Merchandising (VM): a makeover or a massacre?
www.retailnu.wordpress.com

Article: The Importance of Visual Merchandising
The Financial Express

Bartrug is a Columbus, Ohio-based visual and design consulant (www.faithbartrugdesign.com)