Displaying Clothing Effectively

Displaying clothing seems so easy. After all, you’ve been managing your own closet all your life. Making clothing “pop” in a store shouldn’t be too hard, right?

Wrong.

Effectively merchandising clothing in a retail environment can be a challenge. Depending on your unique store space, there are lot of things to consider. To start, you have to think about your store entry. And where your cash wrap is. And your aisle space. And your ceiling height. And your dressing rooms. And your mannequins – or lack of them. And so, so much more.

[tweetmeme]To help review your existing space or in an effort to plan for a future space, there are some key points to consider.

1. Wall space, plain and simple.Shelves, wall racks, murals with hanging pegs and open cubicles are great ways to utilize wall space. The key is to not make your wall space so clustered and crammed that customers can’t shop it. For that matter, think about how high you merchandise inventory. Customers should easily be able to reach the products they want to look at it. If you have high space that is valuable, consider double exposing products here (with the same product displayed somewhere more accessible) or simply using this space for decor purposes.

2. Add texture to your displays by using a variey of merchandising options. Floor racks, tables and non-traditional display items all offer variations in how you merchandise your clothes. Assuming you keep things clean, easy to see and approachable, customers will appreciate the depth and variety in a store that has a lot to offer in both their product inventory and display options .

3. Double expose popular items as well as items you are trying to clear out of your inventory. If customers see something more than once, they may get the impression they like it more. Of if they miss it in one spot, they still have a chance to see it another. It’s a win-win.

4. Offer outfit options through your displays and on mannequins. Putting an outfit together may come easily to you… but for some people this is a dreaded chore. If you provide great visual displays of outfits, it makes shopping easier for your customers and hopefully your cash register heavier as well.

5. Avoid overfilling any display case, shelve or fixture. Jamming clothes together NEVER looks good. Let me repeat – jamming clothes together NEVER looks good. Don’t do it.

Part of the appeal of a store is its’ merchandising… not just its’ product assortment. How does your merchandising effect your business and customer impressions? If it’s time for a face lift, consider the points above to get you started. Already accomplished successful clothing merchandising displays? Let us know! Share your tips below.

 

Merchandising Details You Can’t Ignore

The 1-2-3′s of merchandising use to be so easy. Dress some mannequins, add some decorations to your window displays, keep things folded nicely and call it a day. Unfortunately, the competition just doesn’t allow for such an easy merchandising pattern anymore. Standing out in the marketplace means more than just offering fabulous product, it means offering your customers an enticing place to shop. To help support your ever evolving list of retail responsibilities is a checklist to help you plan your merchandising efforts.

[tweetmeme]1. Seeing Double. Whether you have a hot item you know will sell or you are looking to push some goods that haven’t been moving, double – or even triple -  merchandising your products can help make an impact on your customer’s impression of that product. Don’t get double exposed happy, though. Not everything deserves more space than their single product display. Pick and choose what will best suit your store and constantly re-evaluate this.

2. Speaking Through Words. Store signage is a must, but on plain white paper? No, no and NO! Too often the “easy” approach is used to get things done – such as make a sign for a recently arrived item in a store – but in the case of signage, take your time. Use card-stock that doesn’t bend too easily. Use a color that stands out from the rest of your decor. And use a nice sign holder to showcase whatever it is your sign says. Professionally printed signs are even better, but on a whim there is no reason you can’t do this yourself. It’s a great way to save costs, as well, but compromising style is not an option here.

3. Keeping It Eye Level. The reality is not everyone is tall. For that matter, not everyone is short. Just because you are one or the other and merchandise your store accordingly doesn’t mean this will accommodate your broad consumer audience. Instead, focus on a variety of eye levels that comfortably engage most heights. If products are displayed within eye level, consumers are more likely to reach out and touch those products. The next step would be for them to buy those products, so don’t overlook this step. If you have merchandising opportunities that are too high or too low to be considered eye level, use the double exposing method (Point 1) to ensure it won’t get missed.

4. Staying Clean. Yes, I said it. Clean. Not dirty. No one likes to admit it, but too often dusting, vacuuming and all the other not-so-fun responsibilities of running a store get dismissed. Hire a cleaning service or do it yourself. No exceptions. Customers don’t respond well to dusty shelves and even worse, dusty products. Stay on top of this one.

5. Incorporating Change. Change will be different for each unique store, but for the most part you want to consider change in how often you merchandise your store. It’s so important to get window displays fresh and in store displays new, as well. While it may seem like a lot of work to get them in tip-top shape, it’s not over after that. A good merchandising plan keeps store windows rotating every 2 to 4 weeks and in store displays on a weekly basis. With that said, what are you waiting for? It’s time to get started!

The Invariant Right – How People Move Around Stores

It is a fact that the majority of people will walk to their right when they walk into a store. This is known as being the “invariant right” and is a result of most people being right-handed. Smart retailers keep this in mind when executing their merchandising strategies. By knowing the majority of the people walking through their doors will head towards the right, they are able to maximize this valuable floor space.

[tweetmeme]Suggested ways to help entice your right-handed, right-minded customers include the following:

1. Show off your “must see” products to the right of the store. This may include new arrivals, must have markdowns and great marketing pieces.

2. Offer baskets or other containers that customers can quickly pick up to start their shopping. If your store is filled with many smaller items, this is a must have. If your items won’t fit appropriately in a container, no worries. Just make sure to let your customers know you are there to help keep their hands open (and shopping!) if they should get filled. Start a dressing room, put items on the cash wrap – you get the idea.

3. Avoid having your cash wrap display directly to the right of your store entrance. Customers will immediately walk towards you and instinctively, many will feel overwhelmed by the “in your face” approach since associates usually are standing by this area. Instead, position your cash wrap in the middle or back center of the store so you can see your store more clearly and most importantly, your customers can shop more comfortably.

4. Keep the traffic flow comfortable. If customers bear to the right when they first walk into a store, make sure there is room for them to do so. Allow for your floor plan to easily flow with a customer’s natural walking path. Aisles should be clear and flowing so that customers will not have to wonder how to get from one place to the next. Let them just glide through the store so that they will enjoy their shopping experience longer – giving them more opportunities to buy!

5. Use strong visual displays that immediately captivate your audience. Sloppy shelves, unorganized hang bars and other lazy merchandising efforts will immediately leave an impression on customers if this is the first thing they see. Go out of your way to make sure this area always looks great.

If you are aware of how your customer shops, then you are more aware of how to help them. Watch how the customers move in and out of your store and see if there is a way to improve their time spent with you. Ask yourself if displays may be limiting their experience by preventing them to walk  the store more comfortably. Determine if your customers are struggling with where to turn and what to do next in their shopping experience. Look beyond the right space in your store and analyze their entire experience. You just may be surprised at how a few changes can make a big difference!

Merchandising Your Vendor Table

If  you are a vendor of any sort – whether a crafter, wholesaler, designer or manufacturer – there will be a time when you need to set up a table and reach out to an audience. From trade shows to expos to local craft fairs and so much more, a little table can go a long way when merchandised effectively.

Some key things to consider when highlighting your product and business services include not just the table, but the space around it. To plan for this, find out in advance what your vendor “booth” area will consist of.

Dividers

Will you have a divider of any sort between you and the next vendor? If so, does this divider allow for merchandising opportunities, such as posters, banners or shelves? Leaving these bare won’t allow you to maximize your space and ultimately, you business. You could put press clips or enlarged photos of your product on these dividers, as well.

Tables

How big is the table you will be provided? Is there more than one available? If so, you could make a U-shape out of three tables and maximize your allocated space. Or work with two to add more opportunity for product exposure than just one would allow. Make sure you have table clothes to cover your tables to add more visual appeal. Fabric cut to size works great for this, as well.

Height

Are you tall? Short? We are all different and view things differently, so cater to every eye level. This also creates visual appeal that will lead any one’s eye directions up or down – allowing for them to see more than just a flat showcase of product. Use cake stands, pedestals, boxes and other height altering pieces to add depth and level to your display. Use your table clothes to cover these so they seem seamless with your overall display. Be creative here – the opportunities are endless.

Floor

Want to add some color to your display? Add a throw rug! This is a great way to add some fun with color and design while also identifying your vendor space from the rest. It’s likely you will be among the only tables to have thought to add some visual appeal to the ground – so expect more foot traffic as a result since it will make you stand out!

Color

Does your vendor table blend in or stand out? Be bold in your color choices in an effort to “pop” from the rest. You can still be sophisticated, sassy or whatever your style is while using color. Whether tan or pink, if you stay consistent and use color effectively, it will make a difference in your overall vendor table appeal.

Finally, think outside the box as to how your unique business can maximize a vendor table space. Remember to showcase your product first and foremost, but also make your table enticing enough so people want to approach it. Keep it clean and easy to understand so that “shopping” your table isn’t a challenge. And take notes so that next time, you can do it even better!

Have ideas on how you have created a great vendor table space? Let us know!

Managing Your Stockroom

As if merchandising your store wasn’t keeping you busy enough, the reality is you should be maintaining your stockroom, as well. By keeping your stockroom neatly organized, your store will be more productive in replenishing merchandise, locating products in the back while customers are waiting and keeping products from getting misplaced or damaged. The goal should be to have a clear, visible home for all categories of merchandise as well as store accessories that include hangers, holiday decor, receipt rolls and much more.

There are a few key things you can do that will impact the efficiency of your inventory and overall stockroom organization. These include:

1. Bins & Bin Labels - Using bins to identify various things is  a clean, organized way of keeping your stockroom from getting cluttered. By identifying these bins with labels, you help control the chaos of inventory just piling up without a place to go. For example, you could have a bin labeled “returns” for items that need to be re-stocked or put back onto the floor. Other bin suggestions include ”damaged items”, “return to vendor”, “store decor”, “promotional giveaways” and “hangers”. The list is endless based on your store’s unique needs.

2. Shelving – Take advantage of the height your stockroom offers and have shelves available for use. These shelves should be neatly organized with categories of product that are easily recognized by signs and clear, clutter free organization. Identify the category areas with visible signage that all associates can easily read.

3. Desk Space- Even if you primarily work in the front of your store, there is bound to be a time when you or an associate need to sit down in your stockroom area. This may be to complete some work details or to have a lunch break. Either way, make an area designated to support these types of situations so that areas not meant for this are kept tidy. Include drawers or shelving to hold excess paper, pens and other office  supplies that your store needs.

4. Mini Fridge- A miniature refrigerator is a great addition to any retail stockroom. You may choose to stock it with drinks for your customers and employees or simply use it to hold employees lunches and leftovers. Either way, it’s a nice addition to have. The catch is to make sure it stays clean and food does not rot away inside of it. Have a 2 day rule to keep it clean and smelling fresh.

5. Work Table – If you have the space, include a work table that can be  used for organizing inventory. It will be great to use when new deliveries come in as well as to prep product that is ready for the sales floor, such as for folding or ticketing. Keep this work table clean and clear of anything after each project is complete so that it’s ready for the next project without having to push things aside and create the start of a mess.

6. Bulletin Board- Store annoucements, schedules and pictures need to go somewhere. A bulletin board is a great solution for this. You may need more than one to support your store needs, but at least one is suggested. Having these by the desk are suggested since this is where most people will sit down for a bit and have the time to look at what is on the bulletin board. It also may be beneficial to have a large bulletin board towards the stockroom exit that announce daily sales goals and other important store news.

7. Hanging Racks – Not everything will be suited for shelves or bins. Having hanging racks in the stockroom area can allow you to prep product accordingly. In addition, it can offer a designated space for employee coats.

8. Shipping Area – There will be a time when you need to send something to a vendor, customer or just because. Have a specific area with all your shipping supplies in one place so that you save time looking for everything and the process can be as quick and efficient as possible. Have packing tape, boxes, envelopes and packaging materials neatly organized in bins or drawers that are clearly labeled.

9. Employee Lockers – So maybe lockers aren’t your thing, but giving employees their own personal space is suggested. This is ideal for their purses, gym bags and everything else they bring to work. By identifying where their space is, they can be held responsible when they have loose things around the stockroom that contribute to it being a mess. Lockers are also ideal since there is some security involved here.

10. Character – That’s right, character. Add some life to your stockroom with paint and color. Color coordinate bins or use different labels for different things. You will spend a lot of time in the stockroom, so make it a place you want to be. This will also help everyone keep it organized and  clean.

One Day Merchandisng Makeovers

Does your store need a face lift but you don’t have the budget? No problem. With a few quick solutions, you can transform your store environment from shabby to chic in just one day.

There are ten key elements to consider when doing a one day makeover.

1. Find a focal point. Whether it’s our cash wrap area or mannequins centrally located with your store, determine what your focal point will be. You will want to highlight this focal point by really playing off it’s details and maximizing it’s merchandising opportunities. The goal should be that customers will naturally be drawn to this focal point when they walk through your doors.

2. Use art to enhance your merchandising.By using trios, pairs and groupings of art throughout your store, you will create character within your store that will enhance the products ou are selling.

3. Lights, light and more lights. It may not be in your budget to pull out the ceiling lighting and re-do the dressing room lights, but you can add to these details with lamps and dimmers. Make sure no part of your store goes unnoticed due to a shortage of light or bad lighting. This will pay a huge effect on how your product looks in your space.

4. Think of the floor as a wall. Use rugs and paint to build depth to what you already have going on. Frame out a seating area with a rug – or if you are really on a budget, use paint (super inexpensive) to add some fun to your floor while defining different areas.

5 . Add color and texture.Without overdoing it, you want to add color and texture to your space with the use of pillows, throws and other accessories that will create a fun, inviting space to shop. Chairs by the dressing room area with fun throw pillows can really bring to life an otherwise boring area. Use a wicker stool to display items. Be creative to how color and texture can not just add depth to your store ambience, but also serve a purpose in your store displays.

6. Don’t ignore surfaces.Any shelf, ledge, end table or cash wrap station provides an opportunity to showcase your products. Re-arrange what you already have within your store without ignoring these valuable display areas.

7. Mirror, mirror on the wall…. Who has the best store of them all? You will if you make sure your merchandising is top notch! Mirrors offer light and open up small spaces. Use decorative mirrors that are large in frame to not only add character, but also bring in light and make a small space look bigger.

8. Bring nature indoors.Flowers die, but plants can last years when taken care of accordingly. These are a great way to bring character into your store. Do  your research as to what kinds of plants will be best suited for where you want to put them  in your store. For example, will they have low light or bright light? If it’s in a high traffic area and you think the leaves will be brushed against, look for plants with more durable, rubber like leaves, as well. Avoid fake plants! This just looks tacky and gives the sense of cheap and lazy. After all, you don’t have to take care of a fake plant but a real one takes some TLC.

9. Keep wandering eyes wandering – in your store only.Make sure every level of your store has something to offer your customers. While it may not be product in every corner they see as the scan through your store, it should be a comfortable shopping environment that keeps them there longer. From the floor to the ceiling, don’t ignore anything. The goal should not be to clutter your environment but to compliment what it has to offer so that your products shine in their displays.

10. Be flexible.New product will arrive soon and you may need to switch things up to accommodate this. Merchandise your store environment so that when you have to change things it is easy. Mirrors don’t all have to be permanently located on a wall and rugs can be used in various areas. Don’t be forced to use all your decor and display pieces at once, either. Having somethings in your backroom – space provided – will make you feel like your store is constantly becoming “new” to your customers as your re-decorate throughout the seasons. 

As you are planning your makeover, look at your store from left to right and then up and down. Ask yourself if the lighting enhances or hurts your displays. Determine if it’s comfortable to walk through your store, if aisles are too tight or table are too close. Take notes and then draft out your suggested changes. You can do this all in a day – or in a night when the store is closed. This is no time at all for the difference it can make on your business. If you can, try to enjoy the process along the way. You may rediscover your store as a whole new space that you didn’t realize you had.

Point of Purchase Display Ideas

Are you making the most of your point of purchase (POP) display? Often overlooked in merchandising, this is a great area to add value not only to your store merchandising, but to your store sales.

Ranging from informative displays to gift cards for purchase to products for sale, POP displays are an effective way to communicate messages to your customers, ring in additional sales and highlight product you want noticed. A few pointers to help enhance your POP area include:

1. Use a variety of levels to attract customers to your POP display area. Pedestal stands are a great way to add height while also using the surface area of your check out space to showcase product. Be creative in using display products to showcase merchandise.

2. Make your displays approachable and easy to access through touching. While not every product should be left for customers to freely reach, most should be accessible to touch at your POP area. High ticket items can be locked away for security purchases, but in general you want your customers to be able to reach and grab and touch the items in this merchandising area. As they are waiting to be checked out, they just may reach for one more thing they want to add on to their purchase - which is, of course, the goal.

3. Avoid clutteirng your check out space. It is tempting to use every little inch to showcase product or informative details about your business, but you want to make sure the overall appearance of this area  is visually appealing while easy to shop, as well.

4. Take advantage of the opportunity to “speak” to your customers here. Through the use of displays, you can communicate messages to your customers. Let them know about an upcoming sale, special event, your loyalty program and more. Clean, simply signage is very effective in speaking to your customers. No need to make things to complicated here – keep it simple (but large enough in an easy to read font that it’s not a challenge to read).

5. Promote your gift cards at your POP area. Selling gift cards not only bring additional revenue to your store, but potentially new customers. You should definitely have a sign letting your customers know you sell gift cards at our POP area rather then them having to ask. This also is a reminder to customers who didn’t even have gift cards on their mind that they may need one.

Remember that your POP area that should be re-merchandised periodically to bring new visual appeal to your customers. While space may be limited, even changing the color of your signage can be effective. Don’t neglect this important area and in return, your sales will thank you.

Merchandising In Small Spaces

Not every retail store is open and spacious, and most all stores have a small corner or space that can be challenging to merchandise. The key to maximizing these spaces are to recognize the challenges involved so that you can overcome them. Some suggested merchandising methods to help do this include the following:

1. Make use of both vertical and horizontal space. Do not ignore the opportunities to display items below or above eye level. If your customers can see it, it’s still worth utilizing in displays. Just make sure you can reach the items you are displaying easily – even with some aide – if you have products displayed that are out of reach for the consumer to grab themselves.

2. Layer your displays with texture, add on accessories and other contrasts to create more interest. By offering more in your display, you will draw more attention to that particular area. Don’t mistake this merchandising method for cluttering up a space, though. You still want your display to look visually appealing.

3. Utilize effective lighting to highlight your small space. Too many retailers ignore this crucial element. Don’t overlook this step and instead, maximize it. The right lighting can highlight your small space and displayed items, drawing attention to this possibly overlooked area otherwise.

4. Use color and excitement. Whatever excitement may mean to your store, challenge yourself to use it in small spaces. Enhance this with color. Combined, this will draw interest to your small space and customers will be visually drawn to it, as well.

5. Focus on a theme, collection or focal point. Concentrating on one dedicated product or general assortment of products can make your small space appear cohesive and meant to be. Try and use the space in a dedicated fashion towards one purpose to give your customers a better understanding of this space.

Finally, make sure to re-merchandise your small space often in an effort to bring new interest to it while also giving the items there new life in another space in your store. Remember that the key to all merchandising is to do it routinely for it to impact sales effectively, so don’t just get your small spaces done and settle in for too long. Repeat your actions with new products and new displays often for the best results.

Maximizing Add On Sales At Check Out

Too often retailers ignore their opportunity to gain an increase in sales by adding on additional products at the time of check out. For customers, the decision to purchase something has  already been made. Their wallets are ready to be opened and a transaction is guaranteed at this point. Adding onto this transaction is  up to you now.

The best time to add on additional skus to the purchase is when both you and your customer are physically at the point of check out. Your cash wrap station is an ideal spot to merchandise products that customers can easily add on to the products they have already decided they want. The key to making this happen is simply making your products affordable, small and appealing to a broad audience.

Point 1 – Make Your Check Out Items Affordable

Depending on your store, “affordable” will mean a few different things based on your overall assortment. From a general perspective, though, items merchandised at the point of check out should be obtainable to the majority of your customers. Keeping items less than $10 is best, and when possible, just a couple dollars or less is ideal. Again, depending on your business, the details will matter here. But items as simple as a cute set of magnets, a paif of cheap earrings, stationary, travel size shampoo and more are all ideas on what types of products should be included in your check out assortment. Even a pack of gum adds up in sales if every customer of every day buys one, so don’t dismiss what even a dollar can add to your overall sales.

Point 2 – Make Your Items Small In Size

Size shouldn’t matter, but it does when it comes to add on sales. Customers want to believe they aren’t “really” spending much more by throwing an extra something into their assortment of products to buy. But if that extra something is larger in size, it will stand out among the rest. If it blends in or disappears, it doesn’t phase them as much. These items can range from candy to hair accessories to note-cards or hand sanitizer. Whatever the extra something is, make it  easy to grab for your customers so they can just toss it onto their pile of goods to buy. It’s amazing how easy it will blend in, all while you end up getting a few extra dollars in your cash register.

Point 3 – Make Your Items Appeal To A Broad Audience

Whether you have guys or gals shopping in your store, you want to make sure all of your consumers can respond to the product assortment displayed at your point of check out. It’s important that there is something for everyone offered, even if it means brainstorming just a little longer on what that something may be. If you do have a broad audience of a consumers versus a more narrowed target market, allow space to accommodate everyone instead of missing add on sale opportunities.

Making sure that you display these products in a clean, concise yet appealing fashion at your point of check out is also essential. In addition, you want to encourage your sales team and those ringing up transactions to verbally recognize your point of sale products so that customers are reminded of them once again – not just visually on their own. Finally, set goals for your store and each team member to help drive  add on sales through your point of sale check out procedures. This extra push can help increase the momentum and value of this opportunity.

One dollar on each sale made can add up, so don’t overlook this important chance to make more money for your retail business!

Holiday Visual Displays – Making An Impact

Nothing brings the holidays to life like a great visual display. Whether it is for Halloween, Thanksgiving, Valentine’s Day or Christmas, visual displays help bring excitement to stores and products leading up to each particular holiday. The catch is that you want to make sure your displays are appropriately planned so that you can support the holiday season with products being sold into it for your particular business. There is a reason Valentine’s Day products start to be merchandised just past the New Year… it’s the next big “holiday” to get consumers excited for. By getting them excited, you are also getting them in the thought process of what they want, what they need and what they simply can’t live without. Your displays help paint these pictures in their minds, so making sure your displays are powerful and leaving strong impressions are essential in gaining sales during the holidays.

Promoting Through Display

While it’s fun to create displays that are whimsical and appropriately designed for the holiday, it’s also great to incorporate products into your display that consumers can actually purchase. Identify some key products that you purchased to sell during a particular holiday season and see how you can include some of these products in your visual displays to help entice the customer while also giving them the feeling of the holiday season. This isn’t always easy… wrapping boxes with your store logo on them and placing them under a Christmas tree can be easier, of course, but how is this spotlighting what you have to offer them from your store assortment?

Remember to do the following in your displays to be more effective in having your displays support your sales:

1. Use product that is available for purchase within your displays, specifically highlighting product that accommodates the particular holiday season.

2. Use additional display product that is not part of your store assortment as accent pieces to help promote what they can actually purchase.

3. Use these three general rules of merchandising as your basis for a visually pleasing display - which are BALANCE, COLOR and HEIGHT. Balance refers to making sure your entire display coordinates from all angles. Color references both the wow factor it brings to your audience and the combination of how you use color to create that wow. Height refers to making sure key products are eye level to ensure they are visually seen versus having them in the corner, on the bottom of the display or anywhere else within the display that may be overlooked.

By incorporating these points together and combining your store product and display product together, the opportunities are endless for an amazing display.

Theme It

Tis’ the season for some great shout outs to holiday classics. Whether it’s referring to your favorite Halloween custome or referencing a Christmas movie classic, consumers respond to their own memories when drawn in by displays that capture them. Consider using a theme to embrace your entire holiday visual plans that carry through from the store front window to inside displays to promotional events. Make sure it’s an obvious theme that most consumers can relate to so that you don’t have a void in grabbing the attention of a lot of your consumers.

Switch It Up 

Many retailers create wonderful displays for the holidays that stay put for almost two months before getting a face lift. The work they put into the display is certainly worthy of a long run without interruption, but unfortunately this doesn’t always capture all of your customers. Why not consider doing smaller displays each week that help promote the holiday season versus one huge display to last all season? By switching it up, your regular customers will have a new reason to come into your store and potential customers are more inclined to walk in each time you offer something new in your display. You can make it even more fun by taking pictures of your displays and having customers vote on their favorite at the end of the season.

Whatever you decide works best for your store, just remember the opportunities that are being missed or taken by each display being made! The goal should be more than just a great visual masterpeice – it should be a support to the sales you are trying to make for your store.

Have holiday display ideas of your own? We’d love to hear from you! Comment below.

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