I was given the chance to go to a visual merchandising course in Plymouth, lead by Emily who is the regional VM for the south-west.
I had such a brilliant day, learning lots about both window displays and in-store merchandising, things which New Look take very seriously to continue their brand image, encourage customers to enter the store and ensure they can shop eaily when they are inside.
The main points i picked up about each area are:
WINDOW DISPLAYS
- Windows looks must appeal to all customers, of all shapes and sizes and with a wide range of budgets. To ensure this, each mannequin must be different (ie can't all be wearing trousers - instead have one in a skirt, shorts, jeans, dress etc and vary the lengths whilst ensuring a 'flow' so the customers eye follows the length of the window).
- Mannequins are accessorised but not in the most obvious way to inspire new ways for the customer to wear the trend (eg long dresses were pinned at the side with a coursage)
- By accessorising with bags, hats, scarfs and jewellery (evenly spread across the number of mannequins) the customer can buy into the trend without having to spend a fortune and can introduce the pieces into their own wardrobe. This last point is essential as working in-store i have realised that alot of people don't have the confidence to try out new things.
- When there are more than 1 mannequin in the window they should be positioned in a way that they will catch the eye of customers coming from different directions.
- Generally one trend (during the course 'wild', 'eerie' and 'gypsy' had just launched) per window, or per set of mannequins so you can see the different looks clearly. While the window should provoke interest and be exciting, if there is too much going on it will look messy!
MERCHANDISING
- Looks from the windows should be placed just inside the door ('See it, Buy it!') so the customer can easily find what they are after.
- Unless working on an area promoting all the same product - usually basics such as denim and casual jersey - it is encouraged to not have two of the same items next to each other, eg 2 t-shirts. Whilst considering this you must also ensure clothes are blocked in lengths to look neat, as many different outfit combinations are on one side of the wall/gondola, the colours flow and best sellers are at customers eye line.
- New Look also have their own specific guidelines about the construction of shop fittings to represent their brand image and ensure all the shops look consistant.
- Outposting (having a bar amoungst the clothes with accessories on) is really useful in showing different ways to wear. For example next to a cream and coral floral dress i hung a pair of gold sandals and a long, simple chain necklace. However, this is limited to 2 looks per gondola as otherwise there is too much going on for the customer to take in.
- With accessory walls, everything must be clearly grouped according to style, size, trend, colour to make it shoppable.
- Till point areas should be utilised with products under £5 to encourage that quick impulse buy! It is important that items displayed there are universal and will go with any outfit (eg a plain pair of silver earrings, a neutral coursage, a set of bead bracelets).
Below are some pictures of the windows we worked on (unfortunatly i could not take photos of the merchandising instore)....
Denim was introduced to break the looks up as they were previously very dark.
6 looks to reflect the current 'eerie' trend - grey, purple, mink, lots of loose layering and gothic prints
Coral was introduced to the last 3 mannequins to break up the look and add a pop of colour to the 'wild' trend - animal and bird prints, satchels, lots of browns and beiges.
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