“You Don’t Get A Second Chance To Make a First Impression”. A dictum which is even truer in the case of retail shops. So, who makes that first impression? The art and science of Visual Merchandising that plays a crucial role with store marketing strategy. In New York, Lord & Taylor estimates that a whopping 500,000 people walk past its windows each day, while Macy’s has up to 10,000 people walking past their store per hour. Imagine the responsibility that VM windows shoulder to grab the mass attention to convert them into walk-ins.

Not only do attractive windows help bring in new and existing customers, they allow retailers to increase foot traffic to the store, display new products, highlight promotions and enhance its brand image. As the face of the stores, I should also add that windows are the cheapest form of advertising.

The Store & The Story

The biggest trend that I saw with the leading global retailers is that their windows always end up telling a story! They are fun, quirky, eye catching and most importantly, they do not necessarily have to promote the Brand. It is very much like the phrase “Made You Look, Made You Stare”.

Story is the operative word. An effective window display or in-store presentation is not only about showcasing the products that a store sells, but also about weaving together various elements, from products to props to lights, fixtures and colour to create an overall theme in such a creative and cohesive manner, so that it compels customers to stop, look and buy.

Pretty May Not Equal To Good Sale

With regard to in-store presentation, “Block Merchandising” seems to be really popular. This means strong focal points/displays around the store and arranging the merchandises that are often bought together. These areas need to be shoppable but also creative. Remember, making these areas too creative or pretty may not get the best interactive side of the shopper and shoppers may choose to stay away from even touching the product.

Most stores try to avoid congestion in their window displays and in-store presentation. Window schemes worldwide don’t necessarily need to push the Brand. In the case of Selfridges in Oxford Street, London, this is a Destination Store and this reflects in their windows and in-store merchandising. It’s about creating retail theatre and making that shopping experience memorable to customers.

The Victory Of Clean Lines

In my experience, I have seen that Asian culture enjoys modern/contemporary interiors and stores. This combines simple design blending culture with design. Beautiful elements from across Asian cultures are turned into graceful elegant ways.

Clean and uncomplicated doesn’t necessarily cut down on effectiveness. The Japanese Brand Muji is renowned for its simplicity, clean lines and uncomplicated merchandising. The brands, which has a widespread global presence, retains their cultural value and have been able to attract western shoppers as well.

Tangs, a home store, went on to offer a little more drama with purpose0built lacquer fixtures dressed with Asian home merchandise like oriental screens, lanterns etc.

The Pop-Up VM

Around the world, small pop-up or concepts stores are emerging. They offer the customer fashion and home/gift items that are not usually seen in our department stores.

This concept store Aida in Shoreditch, London is a great concept store featuring home, women’s and men’s fashion. With an added advantage of having a coffee shop within the store, it is a great way to meet friends and check out the latest trends. Shoreditch is a very cosmopolitan area of East London which is popular with the millennials.

Sameness Or Difference - What Stands Out?

Luxury Brands such as Gucci, Louis Vuitton and Prada design their window concepts so that all their stores throughout the world have the same window display.  However, with the luxury brand Hermes, no two store windows look the same. Their window concepts, exclusive to one store each, are always beautifully designed and executed to a very high standard.

About lain Kimmins

lain Kimmins shares his 20 years of industry experience as visual merchandiser, store stylist, VM trainer and guest speaker. His career covers working for some of the largest retailers like Harrods, Selfridges, Tangs etc across places like New York, Dubai, Saudi Arabia, Switzerland, Shanghai and Singapore. He is also a director and fellow member of British Display Society.