We’ve all done it. Walking along the street, somewhere to be…oh, now that looks interesting! I’ll just pop in here for a moment to check that out/try it on/BUY IT!
Ah yes, we’ve been seduced, in the nicest possible way! The clever visual merchandiser has created a window display so enticing we’re inside the store before we know it. And if they’ve done the same thing inside the store, we’ll be drawn to exactly what the company wants to sell. It’s as effective as a brilliantly executed advertisement or an expertly crafted piece of packaging.
Good visual merchandising is an art. Its aim is to drive sales, which it does by promoting and enhancing specific goods, creating a buzz around a retail space which can drive return business, and even assisting shoppers by informing them of the latest trends.
As an integral part of the marketing strategy for any retail space, VM has the capacity to transform a small business as it builds and strengthens the brand. Think of companies like T2 Tea and Husk, whose success is almost entirely built around a strong concept & excellent visual merchandising. VM can instantly differentiate you from your competitors, build & extend brand culture & create a stronger emotional connection between the viewer and your brand. Get it right and VM will not only increase sales but will build your customer base as customers are drawn back in anticipation of what comes next.
A great visual merchandiser working in Melbourne at the moment is Aimee McCallum (see images above & below). Her incredible work has graced Melbourne retail spaces - such as T2 Tea , Klein's Perfumery, Safari Living and Husk. To find out more about Aimee & her work visit The Design Files
And remember, like any seduction, VM can be playful, serious, funny, sexy, whimsical … the choice is yours. Here’s some of our faves (and thanks to the lovely Lucy of The Design Files for granting us permission to use these images). Be seduced…then take a good look at your own visual merchandising – does it build and strengthen your brand, does it attract new customers and keep your current customers engaged? That’s the key.
Image Credit: Visual Merchandising by Aimee McCallum. Thanks to the Design Files for granting us permission to use these images
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