Introduction to
visual merchandising
2010
Mary’s Magic
Its all about the children
Look
different, feel
special
Its all about
the Volunteers
Ambition
Unrelenting
standards
The
numbers
matter
Product is
king
Community
reach
Old Orpington
Before the re-fit
Some of the competition
Save the children has………
• Decided to be different from the rest
• Succeeded with the help of Mary Portas and
Conran Design in Orpington
• And now it needs your commitment to take it
forward to create a more vibrant, relevant and
exciting model of shopping to deliver a new
customer expectation
• We need your support to make this change
happen
• Remember – it’s all for the children
The new leader of the pack
The new look for the future of save the children
But
Please remember
•
•
•
•
•
•
•
•
Why we are changing
We now have company VM standards
These will make us different from the rest
You may think it cannot be done
You may not understand why
You may think why should I bother?
You might say I will do anything for…
Save the children
MERCHANDISING
THE
ORPINGTON
WAY
Is that space I see around the different zones – is this really a charity store?
New Orpington
Close the door
The wardrobe zone
VM tables
Is this a before or after re-fit window?
balance
• You need balance in everything you do
• Windows, interior displays, VM tables, wall
areas, floor fixtures, with stock levels and
colour…colour…colour
• When you go back to your stores see if
you have the right balance in the areas
mentioned above
• Look again as a customer, is it balanced?
Balance is one of the hardest rules to learn. First rule do not fill your window.
less in the window is ok
Male story on wall display
If you have an outfit as strong as this dress then take a
bust out of the window to show it off better.
Before and after
Bad balance - too much stock in this
window and the company statement is
hidden
Good balance - now you can see
the stock and the company
statement
Try to tell a story with the stock
Bad colour balance - too
much stock used
Try to leave a little breathing space
Make it easy on the eye
The VM way is to make it easier for the customer to see as much as possible
This stock is just hung and has not
been displayed
Could we do better with this area…?
Does black on black work…?
Pegboard not used as it should be because of stock selection
Could we do more with this wall display to make it stand out more?
Balance of stock
We have rearranged the wall to
make it brighter and more
balanced
If you can, try to make a story
with the stock
You can layer the hanger
displays
You must keep checking
all the wall displays
One customer can mess up
the store
Protect the brand
Could we do more with the pegboard displays and VM in this area?
What can the customer see?
Remember - clear zones let more
customers get around your store
safely
Remember always think - is my store safe to shop around in?
Onwards and upwards
For
Save the children
A few more stores to look at
• I have been in retail for a long time and to
see how the volunteers work so hard to
make money for the charity is great, but if
we are to move forward then we have to
create in all the stores the same:
– Standards
– Visual merchandising
– Health and safety
– Protect your brand
The stores you will see all have the potential for change
Close that door
Turn the stock round to face the door
Is this a health &
safety issue?
Adjacencies
As you walk up the hill this is the window you see first – could we VM it better?
Close that door
Adjacencies
Need to get some
space in this wall
Remember to look round your store as a customer
Remember to check all
signeage
Protect the brand - no
hand-written signs
Cards in 4 areas
Bric-a-brac in 2 areas
Keep it simple
Protect the brand
Look at your stores again as a customer and as a VM person
The wardrobe zone
Focal point
Poor retail zone
This fixture wall is now called the wardrobe zone
Middle zone
Prime zone
We are working on a VM standard to bring the stock forward to the front of all the
stores if possible. First the wardrobe zone then single and double fixture banking
Wardrobe zone
Themed shelf for display of products, pictures, etc, etc, etc
Clothes rails
merchandise
As a VM standard we now want you to set up a wardrobe zone on a wall at the
front of your store or as near as possible to the front with womenswear.
If you have enough menswear then set up another wardrobe zone the same.
The size of the wardrobe zone depends on your stock level – Orpington has
5 bays and York has 3.
Wall bays
Double bay Single bay Double bay Single bay
After you have set up the wardrobe zone at the front of your store then follow
on with single and double wall bays if you have the space.
The combination of your wall bays always depends on what stock you
receive. If you have any front facing bars then use them in the single bays.
This area is too dark
VM guidelines
Shelf gap too big
Take knitwear down to
create breathing space
Create more floor space by putting the bust in the window
Focal point
In such a small store you still need space to breath
Take tables away
This is not a stock fixture.
It is a taster for what is in
the store (like a cake) so
please try and make sure
the ingredients go
together
VM ideas
Swap books and bric-a-brac around
Too many levels in the bric-a-brac area
Take down shades to protect the brand
Do we need the glass tower on the shop floor…is it a visual barrier?
Save the Children
You can do it!