dressing our business for success in 2013 and beyond
TRANSCRIPT
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…