CREATING A STYLE
EB’s monthly look at tips and trends to build business and your image
Editor: Stephanie K. De Long
AUGUST 2015 |
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Welcome to the August issue of The LOOK. This month we offer tips on how to create your own personal style...plus we offer a glance of some of today’s top merchandising trends.
TALK TO US Send us pix of problem areas, solutions you’re proud of, and questions about your visual merchandising challenges. We’ll be happy to ask the experts to address those challenges. You can reach me on Facebook or email. Let us know how we can help. |
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 Merge art and merchandising |
| INTEGRATING THE EXPERIENCE |
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Traditionally, the burden of fulfillment has been on the consumer; they did all the work. • FULFILLMENT. Today, that burden of fulfillment is on the shoulders of the retailer. • INFORMATION. Consumers used to get fashion information from one another. With smartphones, they have stores in their back pockets. • ENHANCEMENT. How do you make sure they don’t come to you to “kick the tires” and then order online? By enhancing the environment. Ample space and enhanced lighting are imperative, but also try “retail” concepts like interactive mirrors. • AESTHETICS. Take the experience to the next level and always consider aesthetics and art in commerce. As the photo above shows, enhance the shopping experience by integrating art into the environment and into your displays. • BALANCE. It’s all about balance and integration. The right balance will create a recognizable and memorable branded environment that will bring customers back into your store.
— Eric Feigenbaum, |
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| HOT TRENDS | |
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1. More is in. In the ‘80s displays were riddled with products. In the ‘90s they were overly clean. Today retailers are leaning toward more props and more merchandise. 2. Focus on luxury. Add an upscale display. Even consumers who don’t often buy luxury are making the occasional purchase if benefits are explained. 3. Share on social media. Use Pinterest, Twitter, Instagram, and Vine to show your displays. Try video. It grabs attention over images. 4. Paint the town red (or blue). Pantone’s color of the year is Marsala, a terracotta red, but blues are hot, too. Use them as accents or add a section of trend frames. 5. Faux show. Faux textures are huge. Show and tell customers about the trend. They’ll love the look AND your insight. 6. What budget? Visual merchandising compels a buyer into your space. It inspires them to buy. It paints a lifestyle image. That’s why more retailers are assigning a monthly budget for merchandising and saving for a remodel. — Travis J. Reed, Creative Visionary |
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 Points of customization |
SILHOUETTE SOLUTIONS “Our six points of customization allow you to create a bespoke experience. It's Silhouette's aspiration to be as UNIQUE as our wearers. The Style Center features an array of product with different lens shapes, frame styles, and sizes for endless customization and fitting nearly anyone--all in a small, profitable footprint. Differentiate yourself with your very own styling. ”— Kristen McLaughlin, Silhouette Optical, Ltd. READER Q and A QI recently moved my practice to a new location in an upscale area of suburban Nashville. It is an end-cap at a busy intersection in a business park. I hope to maximize visibility to both street and foot traffic. — Allan Ballard, O.D. Brentwood, Tenn. AStart by determining the ratio of foot traffic to drivers and how far both are from the windows. Then combine two types of displays—one with supersized graphics and text and one for actual display purposes. They need a platform behind them to set merchandise on. You might want to look into a hanging retail display system (with vertical tension cables) to help elevate frames. Avoid printed signs. Vinyl decals are best. Outside, include brand logos, a clever catch phrase, and practice information. Inside it can be used to draw attention or make a large display smaller. And, always keep windows lit after closing! — Travis Reed |
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