VISUAL MERCHANDISING TIPS, Study notes of Design

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VISUAL

MERCHANDISING

TIPS

Founded in 2007 based in Dundee

Owned and managed by Lynda Murray and Phill Hill - Specialists in Visual Merchandising , displays and store environments - One Stop Shop – Design, implementation, consultancy and training - Variety of clients from High Street brands to small independents both UK and abroad

Introductions

Successful

Visual

Merchandising

involves; Good

Store

Layouts

Using

the

Right

Merchandising

style

for

the

product

type

Incorporating

appropriate

props

and

displays

to

support

the

product

Adding

the

correct

signage

and

graphics

to

communicate

to

the

customer

What

is

Visual

Merchandising?

Layouts 1. Draw a plan of your store

Mark on all the fixed items

doors, fixtures/fittings etc

Look for the most visual points in the store

• these are where you position your key statements/points of interest. This could be a branded fixture, a display or a graphic/sign We recommend using the North, South, East West principle to get interest throughout the store North South East West

Category

C

Category

B

Category

A

Layouts Cont’d

Decide where your main categories of products are going ensuring the size of the space given is relative to the sales. i.e If you expect to take

of your sales from category

A

you should plan to give it

of the space and so on. Also check that the fixed fittings in that area are appropriate for the product type.

Category

A

Category

C

Category

B

North East South West Your layout planning stage is now complete and has all the components marked on the plan. You can now physically begin to create your layout Layout cont’d

Once you have positioned all your fixtures you are ready to visually merchandise the shop. This requires an understanding of your brand, your customer, your product range and how to segment it and present it to its best advantage to drive sales from your customers

Merchandising

Principles

Once you have divided your products into category ,then sub divide into types of products. This could be by brand, by garment type, by customer profile[age for kids] etc STOCK

HOLDING

Mens Womens Kids Shirts Knitwear^ Trousers Jackets Accessories Brand 1 Brand 2 Outerwear Accessories Baby Toddler Kids Accessories

Merchandising

Principles

Lastly, for each product type decide whether it is best for your store and your customer to present the product by brand, by price, by colour, by size or by finish/fabric etc. Make your decision for the right reasons. Will it sell more? Make it easier to shop? Womenswear Brand

Brand

Outerwear Accessories In co ‐ordinated stories as it is bought to look that way and encourage add on sales In styles because it is a jeans brand and customers like to shop by style

• boot leg, slim etc then by colour/fabric By type/style. E.G. All raincoats together in style [short,long etc] then by colour By colour as customers select their accessories to match outfits and some will be merchandised with the fashion range to encourage add on sales

Merchandising Techniques There are several techniques used to deliver great merchandising solutions; Creating themes/stories Co-ordination Blocking by style/type Using colour [complementary or contrasting] Symmetry and balance Repetition Triangular grouping Over the next set of slides we will show great examples of each method

Co-ordinated Colour Story Note how the hard and softproducts are alternated acrossthe shelves Also note how each shelf hasbeen sub divided into 3 smallerblocks to create interest to thedisplay. This is a valuable visualtechnique Dark shades mix withcomplementary light shades The whole theme worksbecause customers can buy aco-ordinated look

Co-ordinated Colour Story In this story the patterned china isinterspersed with co-ordinating plainglass The setting/fixture in this instance is adining table and bench. The top of thetable has simple cubes set on top togive a variety of heights. Note how the tallest cube is in thecentre, working down to lower cubestowards the front and side. This is calleda triangular grouping which alwaysworks well. Also note how the table and bench aresub divided into small sections to houseeach product type. i.e the bench has 5individual squares of product neatlyoccupying its own square of space. Thisis called blocking.

Product Story This time the theme/story isbased on eggs. The fixtures are a mixture ofold/vintage tables and farmcrates. Note how theconfiguration of fixtures is ina tiered formation – high atthe back, tumbling to low atthe front. Products are blocked withintheir own squares or rows onthe tables/crates Fresh eggs mix with egg/henaccessories to create atheme. Straw is added tosupport the look