Iain Kim­mins

What re­ally makes the VM rep­re­sen­ta­tions work for brands and re­tail­ers, glob­ally? Iain Kim­mins thinks that when it comes to cre­ativ­ity and trends, there’s no for­mula. How­ever, he takes us through some trends fol­lowed by world’s largest brands/ re­tail­ers.

VMRD - - Contents -

You Don’t Get A Sec­ond Chance To Make a First Im­pres­sion”. A dictum which is even truer in the case of re­tail shops. So, who makes that first im­pres­sion? The art and sci­ence of Vis­ual Mer­chan­dis­ing that plays a cru­cial role with store mar­ket­ing strat­egy. In New York, Lord & Tay­lor es­ti­mates that a whop­ping 500,000 peo­ple walk past its win­dows each day, while Macy’s has up to 10,000 peo­ple walk­ing past their store per hour. Imag­ine the re­spon­si­bil­ity that VM win­dows shoul­der to grab the mass at­ten­tion to con­vert them into walk-ins.

Not only do at­trac­tive win­dows help bring in new and ex­ist­ing cus­tomers, they al­low re­tail­ers to in­crease foot traf­fic to the store, dis­play new prod­ucts, highlight pro­mo­tions and en­hance its brand im­age. As the face of the stores, I should also add that win­dows are the cheap­est form of ad­ver­tis­ing.

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