The Brief: Visit some of our stores and who you think might be the competition. Give us your thoughts through a SWOT... and some “blue sky” thoughts on Visual Merchandising. in your opinion & experience.
Visual Merchandising A few thoughts on Fashion retail stores and Landmarks’ Store, from the point of view of visual merchandising & customer perspective.
by Tyron Joseph
ntent Co SWOT
• • Stores Visited • VM • Signage • Volume Statements • Hotspot • Mannequins • Footwear & Acc • Collections • Sum up • Overseas Inspiration
SWOT STRENGTHS • One of a kind value fashion department store in the mall • Strong bulk-out fixtures & basics representation • World class Flatscreen display screen (Mirdiff CC) • Bright colour point of sale in kidswear • A lot of width of range to work with • Strong front of store hotspot (Mirdif CC) • Logic followed of collections on walls & volume statements on floor fixtures • Good selection of fixture options: tables, rails, gondola etc. • Denim shop - fixtures & display
WEAKNESS • Hotspots or key focal areas could be co-ordinated better • Fashion trends / looks are not coming through strongly enough. On closer look, the fashion items are availble in the store. But they are not being pulled together well to tell the story. The use of props & visual images along with the mannequins & accessories well styled will immediately resolve this. • Not clearly separating the different collections on the walls • Footwear & ladies accessories is cramped and crammed with stock & doesn’t invite a pleasureable shopping experience • Merchandising standards are not consistent throughout store & across different stores eg: colour flow, no. of options on an arm or table pile etc. • Lack of communication boards to help highlight product & range features
THREATS • Value/basics area could start to look stale when compared to some competitors like H&M who have a strong basics business which in stores looks “cool” instead of “boring basic” through their VM • Value price point call outs & bundle offer call outs on the fixtures lack excitement or punch. Customers will either not notice them or not be enticed by them. Can lose the sale to a competitor. • Windows not always perfect! Less than 10 seconds to capture a potential customers attention before they walk on past!
OPPORTUNITIES • More lifestyre visuals, backdrops & props • Bust clusters on tables • Stronger co-ordination of the actual fashion hit • Decals used as communication and excitment in the windows and in-store. Adds personality & information to drive sales. • Dividers to seperate the fashion areas • Promote fashion & offers via the flat screens, dont only have run way video on loop • Make basics merchandising and fixtures more exciting, add bust forms or visuals, decals etc. • Value & offer sigange could be more exciting (looks too budget) • Ladies accessories & footwear could be better co-ordinated with the collections displays through appropriate style co-ordination to enhance the theme rather than simply matching a colour for example • ladies accessories could have more floor space & a celeb closet environment created rather than a “rack em stack em” approach.
Mall’s Visited • Oasis Mall • Mall of the Emirates •�Dubai Mall • Mirdif CC • IBN Battuta • Ma’eism CC
Stores Visited • Max (focussed on Mirdif Store) • Forever 21 •�H&M • Tati • Matalan • RedTag • Gap • River Island • Aldo • Centre Point (Splash) • LC Waikiki
Understanding the role of VM The role of VM is to visually style the store from window throughout, in a creative way that excites & entices the customer, is easy to shop & delivers a total shopping experience - not simply a transactional relationship. When this is achieved, and the product & prices are right then the sales follow!
Cu stomer
CEO’s Strategy
Visual merchandising is based on a combination of creativity, a strong understanding of both retail principlles & standards. This allows for optimized trading densities & stock turn.
Trend Direction
To have world class stores and a world class brand it’s important to understand the businesses strategy driven from the CEO, Merchant teams and Marketing which all must align to one single brand message.
Merchant team’s (buying & Planning)
The overall Season’s point of view Marketing
Operations & Stores
as one r e h t e g o t • Working rt is the a t s e h t team from key!
Visual Team
The Execution of the Strategy
Customer
SIGNAGE
Market Comparison - Visual signage
e” lifestyle m e th “ e v ti a re C • s visual backdrop d. emphasise tren rice point & • Clear value p Call Out” bundle offers “
Market Comparison - Visual signage
• Strong Lifestyle images illustrate and show off how the product can be worn • Showing off the “Look”
Market Comparison - Visual signage Light box highlight and grab customers attention
each o t o f n I l Directiona ment depart
Pros • Lig•htxxxxxxxxx Box Draw attention • Fr•am ing the collection can xxxxxxxxx help get the cu stomer to bu • xxxxxxxxx y into the complete “look” • Take advantage of wall space to communcate throug h creative ways
Framing the assortment
Store- Visual signage s of the store Bright Colours in area artments or rock!! helps divide dep important highlight something
• Value and price could be called out in a more exciting way. • Age Call out is great for kids •The light box, sells the emotion and the happy look the child has..
Store- Visual signage ication n u m com n e e r c s liant l i r b • flat a his is t , t a e r is g feature more w o h s ity to n u t r oop) o l p n p o O y • unwa s r t s u j (not item y e k t u o • call sting adverts xi • run e
VOLUME STATEMENTS
Market Comparison - Volume Statement Trend e m u Vol Great allout item c
Clear Promo and volume statement. (but a little messy)
e to look Basics mad like fashion • Basic volume and value items can be merchandised to look more exciting • bulk out fixtures with bust forms to show customers how to wear it are valuable fixtures
Store - Bulk out Statements “Volume” The Point of sale and promo price could be a little more exciting The font and layout of the poster is not perfect Great Dress statement with acc & Shoes
Bulk out and volume drivers are key in a value fashion chain. The right promo signage and communciation is important. • Max has a strong statement arround the store of VTI’s • Keeping colours and styles fresh is key vates the e l e y l l a e r uin the print The Manneq l l a ” p u s k “brea product and
e of these Bu st forms showing off som sales graphic tees would elevate
Store - Bulk out Statements “Volume & Value”
p e e k o t t n a t It’s impor & h s e r f g n i k this loo s e l y t s e h t f i n e v e l coo are RPL.
r visual o s m r o f bu st • Adding ing the cu stomer ow h poster sh r basic items wit ea how to w ece. pi a fashion
HOTSPOT
Market Comparison - Hotspot Statement statement in u q e n n a Great M atpacked l f s m e it e sy with all th aking it ea m e l b a t on the oer to shop t s u c e h t r o f
Clear theme an d trend call out
• Hotspots are extremely relavant in fashion value stores at the entrance of the store and the leading areas of the departments. • Easy to find the outfit. • Statement of product. • clear trend direction or fashion story
Market Comparison - Hotspot Statement
• Including the right footwear and accessoirtes is key • Having a promo linked will help move more stock during key periods (buy two get the third item free)
Store - Hotspots
• Max store lacked mannequins in some areas or other ways to elevate the flatpacks • Mens polo shirts was overwhelm ing, needed a bust form or signage. • Ladies chino pants looked good, as an outfit solution with the tees
MANNEQUINS
& WINDOWS
Market Comparison - Mannequin & Window Powerful theme call out with mannequin s and visual backdrop
• Windows are extremly important to fashion stores. • Drawing the customer in through trends, a value message, promo or new seasonal launch is vital. • Windows are the most valuable real estate in the store. If done well, window items sell out fast. • Mannequin stament is key
Market Comparison - Mannequin & Window The u se of props can help draw attention and look different
gn for i s e d r e post ale Graphic faces and fem h e re ed areas w ls are monitor mode rment e v o g y b
Market Comparison - Mannequin & Window
Whether its bright colour block, illu stration or lifestyle photography window visuals are important to create attention with the customer and emphasise the theme instore
Store - Mannequin & Window
ment Mannequin state ind in the with product beh ax store was M e th of ce n a tr en aligned very strong and the trend theme!
ring “fresh” Great Summer sp ot feel to this hotsp
e window Mannequins in th think lacked a were good, but I poster or prop.
FOOTWEAR / ACCESSORIES
Market Comparison - Footwear & Accessories
• Forever21 have made such a strong statement display. • Coordination and colour statement on exciting tables, still keeping alot of stock on the showroom floor • Feels like being inside a celebrity closet
Market Comparison - Footwear & Accessories
• Back wall statement of Acc is also key • Using posters can help elevate the items • table assortments of acc & footwear always looks strong
Store - Footwear & Accessories
• I think a table or different fixture unit between all the hang sale items in the Max store would make the shopping experince nicer. • Footwear and accessories was crammed a bit and had alot of amazing items that got lost amoungst the total quantiteis
COLLECTION
Market Comparison - Coordination / Fashion Collection
• Fashion collections that have a lim ited time on the shop floor are so important to merchandise correctly • Coordinated with acc & footwear to get the most sales,and demonstrate the overall look
•colour, silhouete, pattern and outfit drive these collections, showing the customer how to dress
Market Comparison - Coordination / Fashion Collection
Dress up the collection with acc & footwear as well as the visual posters
Framing the collection with a boarder can help control the customers eye and focus
Store - Coordination / Fashion Collection
This wall space was not merchandised to the best potential. Looked a bit messy & lacked focus. Great VM coordination with backwall and table infront of it. Lifestyle poster draws focus of the range (but visual did not match the collection below)
Ladies backwall was merchandised well. I would have a mirror or blank backwall bay dividing the diffrent departments or collections to help seperate the collections from one another
Store - Coordination / Fashion Collection
This fixture is great
Strong statement, a few small VM standards would eluvate the look.
Store - Coordination - Denim
• Great Denim shop. • Authentic • well merchandised with a combination of flatpack and hanging. • Lacks branding
Store - Coordination - Swim
• Swim shop upfront as you enter the store is great for summer. • Fresh colourful feel • Opportunity for a poster
Sum-up of Max • Overall the Max layout of the store makes sense. • Opportunity for more bust forms in clusters, and full body mannequins • Some of the stores could use more visual lifestyle posters & backdrops • Value areas can be made to look a little more exciting & current • Max’s endorced celebrity Mohammed Assaf could be used more in the store (not just the back wall at the cash desk) • Clearly defining the collections on the back wall (mainly ladies) might help focus the customers attention more • Kids area is bright and fun with exciting font and coloured walls, really draws attention • Denim shop is a strong VM department, • Men’s volume tables (polo shirts & Tee’s) lack a bust form • The Flat screen as you enter the store is amazing, but we could communicate more info on it • Max hotspot as you enter the store is strong (Mirdif) • Footwear and acc are quite overwhelming • With the huge sports / active trend internationally, there’s opportunity to highlight this department more • Flatpack standards are good • Stock densities appear to be right / optimal • Finding your size (from a spot check) was successful • Communication with the customer through information posters or boards about the departments and also about new trends and items is an opportunity • Store window can be much stronger
Visual Merchandising (NYC - LONDON - LA)
Inspiration Images from Previous Travel
Fresh summer swim statement
Bright colour blocking and colour statement
Great Communication and information for the cu stomer
Inspiration Images from Prevoius Travel
Bright Decals on blocks creating focus
NEW Active trend merged with lifestyle
Layering items
Inspiration Images from Previous Travel
Bu st form Cluster emphasisng trend or theme
“TEE ZONE” using real Tee’s
Props help with effect
Inspiration Images from Previous Travel
Basic’s Statement
Inspiration Images from Previous Travel
Shirt Statements
Educate the cu stomer
Interact with customer through social media (instagram)
Theme Window
Inspiration Images from Previous Travel
Get the look without the mannequin
Basic Visual Standards
Inspiration Images from Previous Travel
Decal the floor with call outs
Denim Statement
Back wall Bust cluster
Inspiration Images from Previous Travel Backwall Decals
Event call out for the season
Hotspot
Inspiration Images from Previous Travel Interesting window signage
Align swingtag to VM instore
Fun product tables
Collection coordination
Props to elevate the range
Inspiration Images from Previous Travel
Great product statement
Power Promo signage
Inspiration Images from Previous Travel
Strong swim shop
T-shirt wall
Inspiration Images from Previous Travel
Interest in basic Polo’s
Sandal statement
Inspiration Images from Previous Travel
Great colour statement and visual support
mannequin statement
Props creating the theme
Inspiration Images from Previous Travel
Basic Statement
Colour and print statement
Inspiration Images from Previous Travel
VTI Call-outs
Visual Merchandising
Primark VM
Flatpack statements
Backwall Visuals
Standards
Primark VM
Hotspots setting the look
Primark VM
Price & Visual Posters
Clear Call outs
Accessories Statement
Primark VM
“Youthful” Edgy!!
Primark VM
Creating interest
Direction Info
Fun on trend Marketing Shots
Primark VM Direction Info
Brand building and Style Call Out
Primark VM Massive TV Screens
Primark VM
Cu stomer Interaction
Flatpack and Fit Statement
Creating the relationship
Primark VM
Wild Back Wall Statements
Window Props
Price Call out
Primark VM
Primark VM
Season Change... Relevant (instagram
/ pintrest)
Window Decals
Store & Window Props
Volume Trend Items