REAL LIFE CASE STUD­IES: HOW VIS­UAL MER­CHAN­DIS­ING RAKED IN REV­ENUE IN 2018

Business of Fashion - - Innovation Special -

Vis­ual Mer­chan­dis­ing is a store’s vis­it­ing card. Even be­fore a cus­tomer walks in, talks to a sales­per­son, browses leisurely through a store, it is VM that would de­cide whether he will en­ter the store and buy some­thing. Here are some brands that got it right in 2018, re­sult­ing in in­creased foot­falls and sales…

>> RAY­MOND

The tex­tile and ap­parel ma­jor is con­stantly in­no­vat­ing and re-in­no­vat­ing to at­tract more and more con­sumers. Last year, in a stun­ning dis­play of vis­ual mer­chan­dis­ing, Ray­mond cre­ated a “live” dis­play win­dow to show­case a new fab­ric, Techno Stretch, at JK House in Mum­bai.

“We were launch­ing our Techno Stretch fab­ric and needed a vis­ual dis­play that brought to life its key fea­ture – that is stretch. We cre­ated a larger than life back­drop against which we got two artists pos­ing as man­nequins to wear our techno stretch out­fits and break into dance forms that tested the ul­ti­mate stretch of the fab­ric. This act cre­ated a huge talk­ing point at win­dows there by in­creas­ing walk-ins and over­all sales of the of­fer­ing,” says Shradha Ku­rup, Head, VM, Ray­mond Ltd.

>> RAY­MOND KHADI

Through VM, the brand has ef­fec­tively brought to life the key fea­tures of khadi in stores, high­light­ing its fea­tures through win­dow dis­plays, in-store planograms and man­nequin styling. Shradha Ku­rup says, “Khadi - The Story Re­spun is about

show­cas­ing khadi fab­ric in its new trendy avatar whilst re­tain­ing its core propo­si­tion. The Charkha has been show­cased as an ab­stract sculp­ture form, placed in the win­dow against a pure or­ganic back­drop made of can­vas. The sim­plic­ity and el­e­gance of the fab­ric is trans­lated through the use of me­dia that is sim­i­lar in na­ture and hence brings out the fea­tures of this beau­ti­ful fab­ric seam­lessly. In-store, we have cre­ated units that house the charkha as well as medi­ums like can­vas and jute rope to cre­ate back­drops against which we com­mu­ni­cate the fea­tures of de­sign and fab­ric to all cus­tomers.”

>> BE­ING HU­MAN

“We did a cam­paign with Denim Blog­gers, who are cul­tur­ally rich young pro­fes­sion­als and are do­ing dif­fer­ent things in life – not just re­lated to fash­ion. Our mar­ket­ing and pro­mo­tions team col­lab­o­rated with blog­gers who were fash­ion for­ward, food en­thu­si­asts, travel buffs to know what their in­di­vid­ual styles were, rather than just de­sign our own pieces. We then cu­rated these styles and dis­played them in our stores,” says Karan Berry, Cre­ative Head, Be­ing Hu­man.

>> PEPE JEANS

2018 was the year in which the brand’s fo­cus was on its premier cus­tomiza­tion ser­vice – Pepe Jeans Cus­tom Stu­dio.

“To drive aware­ness and cre­ate ex­cite­ment about the in-store ser­vice, we worked on de­vel­op­ing win­dow dis­plays that had fun el­e­ments which cre­atively rep­re­sented this unique cus­tomiza­tion ser­vice. Our ob­jec­tive was to try and com­mu­ni­cate the va­ri­ety of ser­vices that a cus­tomer can ex­plore at the Pepe Jeans cus­tom stu­dio. We de­signed a va­ri­ety of jack­ets and den­ims to show­case the lazer print­ing, rip­ping and stud work which worked per­fectly as it gave po­ten­tial cus­tomers an idea on how to de­sign their den­ims,” says Te­jaswini Nigam, HEAD VM, Pepe Jeans In­dia.

“We also used fun props to high­light this ser­vice such as wooden scis­sors, zip­pers, spools of var­i­ous shades of indigo threads, jars with a col­or­ful as­sort­ment of but­tons, studs, em­broi­dery patches, tassles, and fab­ric colours. This artis­tic dis­play helped us to cre­ate cu­rios­ity among walk-ins and en­cour­age them to ex­plore this unique cus­tomiza­tion ser­vice from Pepe Jeans,” she adds.

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