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Visual Merchandising

The team at Charles Fish enlisted the help of Metamorphosis to develop a multi-media campaign for the summer. The theme of ‘Beautifully British’ allowed the jewellers to show off some of the innovative and exciting British brands that are available within. The campaign ran across all media channels, with a

focus on stunning window displays to bring everything together.

across all marketing channels, the campaign was spearheaded by beautiful window displays and digital posters, along with point of sale and bag tags to accentuate the theme. The campaign seems to have had a positive response from customers, as Samantha Hansard, Buying Director at Charles Fish explains; “We have seen a definite increase in sales of our featured brands at Canary Wharf and High Wycombe. The feature window in the main walkway of Canary Wharf has had a huge impact.” Onlookers have positively responded to the campaign, and Hansard believes the displays have been the driving force behind impressive sales; “We have had new customers coming into the shop and making purchases as a result ­ it is literally stopping people in their tracks, which is no mean feat in that environment!” Visual Merchandising is about more than just creating an eye­catching window display, although this is essential to attracting customers into store. It is important that any visual merchandising campaigns are carried on throughout a store interior. Further to this, Michael McVey, Director of The Maxim Creative Group, believes that a store layout should reflect the products on sale by mirroring


the intensity of the products on sale. For example, a video game retailer would need a completely different interior feel to a florist. In McVey’s example, a football club’s

retail store, he believes that all touch points for a fan should be as exciting as the high energy of a football game. In his opinion, a football retail experience should incorporate the very latest in retail design so that the store visit becomes as exciting as being at the stadium. “Football clubs need to be incorporating

digital and experiential touch points into their retail stores to offer a complete interactive experience for fans,” explains McVey. “The design also needs to be bold and impactful so it creates an immediate impression. New ways to display product should be explored and technology should be maximised to provide digital POS and signage.” McVey believes that all retail platforms,

including those for football, should be adapting a more innovative store design in order to create a better retail experience for customers; “It should not just be the fashion sector that delivers innovative retail solutions, football clubs need to take some of the developments within the fashion arena and adapt them

to work within their own retail environments to take their stores to the next level.” As technology changes, the potential of visual merchandising is evolving. Interactive digital media is changing the way that retailers attract attention to products. Charles Kessler of Kesslers International believes that digital media is a whole new platform to be explored by visual merchandisers to make retail spaces more exciting. “This particular technology aids brands in connecting with consumers on an individual level through the use of ‘tailored’ visuals. In turn, consumers are receiving a better retail experience, which is the main goal of Visual Merchandising,” explains Kessler. This kind of technology is seeing a real surge in popularity, especially in new retail sites where the technology can be tested on the public. Given that digital media has the potential to increase consumer awareness considerably, it’s no wonder that retailers are adopting this new form of visual merchandising. “The new Westfield shopping centre in

Stratford City is the perfect place for brands to exhibit the latest technological innovations, as millions of spectators pass through the Olympic gateway for this once

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