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