dressing our business for success in 2013 and beyond

DRESSING OUR BUSINESS FOR

SUCCESS IN 2013 AND BEYOND

STYLE THE CITY

Joe Carlin• Visual Merchandiser

• Events Producer

• VM Mentor for STYLE THE CITY

• General Man about Town.

WELCOME

83% SIGHT11% HEARING

3.5%SMELL

1.5% TOUCH

1% TASTE

THE VISUAL IMPACT

10 secondsThe FIRST impression is

formed within this tiny frame of time. Customers

remember the bad more vividly than the good…

NO PRESSURE…

DRESS TO IMPRESS

THE BORING PART…

VM: THE BASICS

Using colour

Creating themes/stories

Co-ordination

Blocking by style/type

Symmetry and balance

Repetition

MERCHANDISING:

COLOUR SELLS

BLOCKED!

GRAPHICS

•Corporate signs•Promotional signage• Information signage

•Product signs

SIGNAGE

Research carried out recently in USA showed that during the same sale period, if 100 items were sold with no signage:

170 were sold with handwritten signs

265 were sold with professionally produced signage!!!

FACT TIME:

• Identify advertised lines

• Explain hidden benefits…

WHY THE ABCS AND 123’S?

They have great signage

IDENTIFY VALUE &

PRICE

SORRY JESSIE…

IT’S ALL ABOUT THE MONEY

Your VIP product!

Give them their own space with their own signage, make a fuss

ONLY IF THEY ARE IN STOCK. MAKE SURE

THEY ARE IN STOCK!!!

BEST SELLERS

IMPULSE PURCHASES

•HOTSPOTS•COLDSPOTS

WHAT ARE YOU AND WHERE?

A WELL PLANNED HOTSPOT CAN INCREASE

SALES BY 229%

FACT TIME:

NO PRODUCT SHOULD EVER HAVE A BIRTHDAY IN YOUR BUSINESS

Completely empty and clean window first.

Keep playing with the undressed layout until you know it is right. It’s harder to change it once you have dressed it. (i.e.

Bake a good cake before you ice it!!)

Don’t try to tell too many stories in one window.

Only select pristine items and ensure garments/fabrics are steamed or ironed.

Dress a bit then go outside and assess it from the street – that’s the view

the customers get.

5 TIPS FOR WINDOWS:

Angle lighting to your finished display

Clear away mess and tidy/clean

Watch how customers react to your work. If they stop and seem interested, you have what I like to call “a success!”

THE END IS HERE…