Three Main Trends in Visual Merchandising Based on Events

Today, fashion stores are trying to adapt under the pressure of marketplaces. This is happening not only in Russia, but all over the world, because marketplaces are capturing an ever-increasing share of the market in different countries. There is a battle for the buyer, so offline retailers are using additional tools. Viktor Malygin, an expert in visual merchandising (VM) and retail design at Fashion Consulting Group, believes that the main thing a retailer can and should do to attract customers to their store is to create an event. The idea of ​​​​eventfulness should run like a red thread through the entire work of an offline store today. The expert talks about three main VM trends, which are based on eventfulness.

Victor Malygin - expert in visual merchandising and retail design at Fashion Consulting Group.

The retail space of the store is transformed into an event space to be very different from what happens online. Most of the events that happen (or are created artificially) at the brand are related to its own goods, collections, collaborations. Event ideas should be embedded in the retail space at the initial stage.

Let's look at the main trends in visual merchandising in this eventful context.

1.Pop-up projects – creation of infodynamics and a way to differentiate from the online.

A physical store is subject to certain brand standards and is usually unchangeable. It exists within the established standards and must follow certain rules.

A pop-up store, in the global sense, is a temporary trading platform created for experiments, attracting a new audience and generating excitement around itself to increase sales. Pop-up stores are usually organized on the occasion of a certain event. They are designed to stimulate the buyer to immediately purchase the product. As a rule, pop-up stores present special limited collections available for purchase only at offline points.

Pop-up stores are distinguished by a creative approach that allows you to deviate from the established rules of corporate style. For example, you can paint the store in bright colors, although this is not provided for by the brand standards. This allows you to attract additional attention from customers. However, it is worth considering that organizing a pop-up requires significant investment. These costs can affect the price of the goods and the desire of customers to purchase the collection.

For the Russian market, a mix is ​​possible: instead of a full-fledged pop-up site, you can create a shop-in-shop, allocating a special area inside the store for part of the collection. Designing sales areas with the possibility of transforming them into spaces for events is becoming a trend. Creating event spaces in stores helps strengthen customer loyalty to the brand. There can be a mobile zone inside the store, which becomes the focus during event periods.

In the near future, the allocation of such event space will also become commonplace. If everything in your sales area has been planned, this means that all your marketing takes into account the task of planning information occasions, and the space itself will stimulate the event marketing of the event. This will allow you to create “touchpoints” with loyal customers and strengthen your customers’ loyalty to the brand.

3.Use of shop facade design.

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Many brands are now trying to design their facades more vividly, to make them memorable, especially considering that the younger generation, which has already become solvent, is used to constantly scrolling through the news feed, and it has become much more difficult to hold the attention of the young. Retailers use bright colors and tools to attract customers to the store and cause them to have a "wow" effect. This does not necessarily mean expensive facade design, it is important to achieve an impressive effect.

Seasonal sales make their own adjustments to the presentation of goods and the design of the store's retail space.

Rules for placing goods during sales:

1. Sale items are never mixed with items from the current collection during presentation.

2. On each element of the retail equipment, when placing goods participating in the sale, POS materials are placed indicating the sale/discount percentage or indicating the cost “from ...”.

3. When using discount gradation, the products participating in the sale must be grouped by discount percentage.

4. To increase the capacity of the sales area, it is permissible to change the configuration of wall-mounted retail equipment into two tiers.

5. Basic principles of product presentation during sales:

• by product categories;
• from light to dark;
• by the thickness of the product (from thin to thick);
• Focus dummies are not used.