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Industry: Visual Merchandising


Visualise the difference “M


Visual merchandiser Sue Storer offers the trade some tips on how to maximise the visual appeal of outdoor products.


y work in visual


merchandising, from window display, in-store


merchandising design and consultancy, has spanned over 20 years, specialising in the outdoor industry. Names I have worked for include The North Face, Ellis Brigham, Lowe Alpine, Haglöfs, Sprayway and Mountain Equipment to name a few, and also many outdoor independent stores throughout the UK.


“I work on design projects for trade stands for ISPO and OutDoor and create window promotions and design, and offer in-store training and consultation.


“The outdoor industry is a great sector to work within. I don’t think there is another one like it, and I thoroughly enjoy the creative and great people I work with. I feel privileged to have worked alongside people who have seen the industry grow from humble beginnings to what it is today.


“My role as a merchandiser is to create the best possible window displays for the retailers and to help and execute well merchandised in-store interiors. Visual merchandising has become more and more important as the retail trade in general has grown, bringing with it more competition to survive.


“The fashion sector particularly has led the way in high-quality visual design, paving the way for higher customer expectation. Shop presentation has become vital to attract the customer.


“Although we are now seeing some great outdoor stores, some outdoor retailers are still stuck in the past and many have got away with fairly disorganised interiors and bad window displays.


“Good outdoor gear is not cheap and bad merchandising devalues the goods. Brands invest a lot of time in the design and colour of a range and this gets totally lost when packed onto old rails with no thought of colour merchandising and brand awareness. Branded areas in stores work best as the technical themes and colour stories become much more eye catching and informative. And we all know there is huge brand awareness when it comes to buying gear. “I have also learnt in my career that it is colour the customer is subconsciously attracted to in the first instance, so great importance must be given to it. When colour is considered and themed in store and in the window display, it has enormous impact, encouraging sales.


“Years ago investing in shop design and merchandising was often seen as an indulgence rather than a necessity. Investing and creating good up to date visual store layouts results in stronger footfall and sales.


“I always use Woolworths as a good example of not moving forward, contributing towards its demise. We can all remember these big stores that frequented the high-street. Their products were fine, but the interiors became so hideously outdated, devaluing the goods, leaving us cold and uninspired to buy.


“In today’s financial climate, it is becoming more and more important to think outside the box, make changes and keep moving forward; no matter how small a budget changes can be made.


“Shoppers today have a broad choice to choose from and will be attracted by a nicely presented store. Well executed windows provide the first point of attraction to the passer by. There is literally a few seconds to attract, so the window should be colour themed, attractive, simple and informative. The window should serve a purpose of simply attracting and not be an extension of


10 www.sgboutdoor.co.uk


shop stock. Overfilling the window clutters the mind, so keep it simple. “Another


mistake is badly dressed


mannequins. Well designed, technical


clothing totally devalues if poorly dressed on a mannequin. It is wise to invest in good up-to-date mannequins that are easy to dress if you do not have a merchandiser. Try and avoid the bendy mannequins that I see creep into people’s windows, unless you want to create the ‘had too much the night before look’.


“My advice is to look at other stores in all aspects of retail, especially the flagship stores and see what’s happening in design and retail experience. Elements and inspiration can be applied even if you are a small retailer. If you can, employ a professional visual merchandiser. Of course budgets are minimal, but by changing your store layout, even a lick of paint, great results can be achieved.


“Outdoor apparel and hardwear has never been so well designed and colourful. It’s an exciting and passionate trade, employing some great personalities. This needs to continue to reflect in the stores today, so keep moving forward and be creative.”


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