iSpyStyle founder and Fashion Exposed Creative Director, Kate Vandermeer discussed the topic of VM during today’s business seminar schedule at Fashion Exposed.
Kate explained that visual merchandising involves more than just how to display clothes on the racks in store, it’s also about creating obstacles via creative pop-ups or visual displays in store to encourage `dwell time’.
We asked Kate post-seminar to define `dwell time’, how to move your staff out of the `safe centre’ of point of sale to interact with customers and make connections, and doing VM on a budget.
Here are Kate’s top 5 VM tips:
1. Do some Spying – walk around a shopping strip/centre and note down what you’re attracted to from outside various shops (including other categories/target markets) and then brainstorm what you could do with your business
2. Try colour blocking – Use colour to tell your window story and to merchandise your stock in store as well as bring life back to dead stock
3. Don’t forget about sales – with sales on 4 times a year (if not more) that’s 33& of your year’s windows, promotions & in store experience. Get creative with how to communicate your sale message and use a sale to attract new customers.
4. Re-iterate your brand message – whether you find a signature or have a printed manifesto in your store, sell your POD.
5. Re-look your layout – try and create some `areas’ and `dwelling’ spots within your store to ensure prolonged customer engagement.
Read our chat with Kate on VM at Fashion Exposed Online.