Fashion merchandising has the ability to create and transform a retail store’s environment. Whether it’s selecting light wood furniture for an airy, beachy vibe or going with a darker wood to convey a more serious tone, small details set the store’s scene and invite customers to explore. It’s an extension of the design of the garment on display. What is the environment you envision that garment in?
It’s important to lay store merchandise out in a way that’s going to guide the customer around the store. Rather than having potential customers come in, see the first rack of things and leave, merchandising encourages the customers to stay. In the fashion business, you want customers to end up at the back of the store so they then have to make a circle through the store to view all of your merchandise.
Merchandising ties in fashion education and has a creative, theatrical flair that draws attention. When someone stops in front of your store’s window and takes a picture, you’ve already captured the interest of that person who’s now a future potential customer. Writing on the windows and displaying your Instagram QR code means people can scan it and easily go to your Instagram.
From there, a customer can get an online fashion education of sorts on the store, view the store’s Instagram highlights, learn more about the founders and their story, and find out what’s in store and what’s coming soon. All of these tactics are interactive for the client. We want to provide them with ways to interact with the brand and the store before they even step inside. This is something that’s really important in today’s digital age where consumers want to be more educated and conscious about where they shop.
