Retail stores all across the world depend upon the expertise and creativity of visual merchandisers for their success with attracting and keeping potential customers – from grocery to fashion stores. The role of fashion merchandising is not merely limited to designing extravagant window displays, as some would consider. Here are different aspects to consider (window displays included) for successful fashion merchandising.
#1 Paying close attention to the decompression zone
The area at the front of a fashion store used to attract potential customers is known as the decompression zone. It is also the area wherein a customer familiarises themselves with the store. When it comes to designing this area, the golden rule is, the more comfortable a customer feels in the store, the longer they are likely to stay. Besides eye-catching aesthetics, this area should also be easy for customers to navigate in and out with their trolleys, etc. Keep this in mind – first impressions count, especially when it comes to non-routine activities such as fashion shopping.
#2 Considering the merchandising placement
A customer, when they enter into a fashion store, needs a proper path – one that is easy to navigate and exposes them to more related merchandise that they would consider purchasing. The best way to do this is to carefully consider the placement of merchandise throughout the store. Meaning, the arrangement of the store’s trial rooms, items, display areas, etc. must be so strategic that hot spots are created, and a shopper considers making additional unplanned purchases.
#3 Igniting imagination
When it comes to letting your customers’ imagination do the work, there is much to be gained by product grouping. It’s easier to bring about unity in the store when products are grouped together based on their common use, price, size, colour, type, and more. For instance – fashion merchandisers can group together a heavy winter jacket with winter-friendly thick denim, a pair of boots, a beanie, and a sledge. This will guarantee that customers look twice (and even purchase more than what they came for!).
#4 Creating a multi-sensory customer experience
Yes, it’s visual merchandising; but instead of merely focusing on visual aesthetics, fashion merchandisers can engage their customers’ every sense – sight, smell, auditory, and touch. This overall effect your store has on the customer will determine their interest and your profits. For example – soothing music, proper lighting and colour balance, allowing customers to touch and feel textures, using mild yet mood-enhancing scents, etc. can go a long way in helping you engage your customers better.
#5 Supporting with signage
Proper signage is not just important for motorists on the road. Even for your customers, signage will play a key role in giving vital information – this could either mean informing them about sales and promotional offers or directing them to different areas of the store. However, remember to keep the signs short and to-the-point. Also, try to incorporate signage that sits well with the colour theme of the rest of the store.
For aspirants who wish to pursue a successful career in the field of fashion merchandising, another aspect to consider is formal learning – from a globally-revered institution such as the Pearl Academy. Their industry-oriented, comprehensive learning model in fashion merchandising and business marketing trains students to become established professionals and entrepreneurs in the vast field.
