Visual Merchandising

This month, members of our Trend Team around the globe were asked to weigh in on the visual merchandising of stores in their regions and which of them have been making most impact. From Paris to LA to Brazil and beyond, we list a few that stand out.

Paris
By Sandrine Maggiani, Trend Director – Paris

Forget the shopping clichés of the last decade as a new era of creative and sensorial shopping rushes in. Le Bon Marché, the oldest Parisian department store, has been revamping its image by fusing eye-catching, innovative experiences with the consumers’ new desire for hunting out emerging designers. This popular “national Institution” blurs experience with consumption, made evident by the Eiffel architecture that hosts the LVMH Group’s hybrid boutique. The shop is devoted to fashion, accessories, jewelry, cosmetics and more – including a café. These shop-in-shop areas allow cutting-edge designers to display their merchandise in expressive ways while playing with concepts of luxury, intimacy and experience.

Paris’ Merci, a non-profit boutique, is reinventing shopping culture and acting as a welcome antidote to the global plethora of lifestyle concept stores. The authentic feel of this former factory has revolutionized the shopping experience. Nature meets urban culture in this eye-popping three-floor charity store; it is where the florist and the used book café are next to the perfumer. Buying with a cause has become a multi-sensorial adventure amidst a selection of high-end fashion designers, furniture, art and unique vintage pieces. The ethical concept is to have stores sell their collections for 30% off the retail price and donate the profits to a children’s organization in Madagascar. Merci fuels a guilt-free shopping spree with its inspiring, ever-changing space.

New York
By Andrea Praet, Trend Director – New York

Making a visual statement doesn’t have to be over the top to be effective. Some of the most intriguing merchandising methods are simple and have an unusual twist that can bring an element of fantasy and charm to everyday items. From store windows to in-store displays, retailers continue to infuse merchandising techniques with both surrealistic touches and vintage styling. One area of focus that seems to be getting this imaginative treatment is the accessory market. Accessories have been a successful category due to renewed confidence in spending and standout product at sharp price points. Stores are tactfully and tastefully highlighting these covetable pieces that easily update last season’s looks.

From fashion forward stores like Opening Ceremony to trendy hotspots like Forever 21, articulated wooden hand and foot models are being used to showcase items like footwear, bags and the latest statement necklace or fingerless glove. Positioned on shelves, jutting out of walls or hanging from rope, this humorous approach is sure to catch a shopper’s eye. For a more nostalgic mood, stores are taking a few key items and arranging them in vignettes that create a character and tell a story. J.Crew does an excellent job of capturing the collegiate spirit by placing men’s neckties, hats and a pair of desert boots atop stacks of books. Having the spine of the book facing the wall creates a striped pattern and keeps the focus on the merchandise. At Miu Miu, feminine mystique is suggested as a lacey bra, opera gloves, pumps and handbag are carelessly flung over a plush chair.

Los Angeles
By Amber Prettyman, Trend Director – Los Angeles

While few would correlate winter with Los Angeles, California retailers still find ways to put locals in the mood for bundling up. Winter visual merchandising in Los Angeles was accompanied by ‘snowed in cabin’ and childlike nostalgia scenes. But there were also a few retailers in Los Angeles that made a point to change it up.

Juicy Couture mixed up the winter décor with a wild carnival scene that featured bearded ladies, animal-headed mannequins, plays on proportion and the tagline “Make A Scene.” At first glance playful and sweet, the scene then turns more mad and quirky as freak show icons are contrasted with the joys of candy, popcorn, gambling and the color pink! Juicy, as usual, is not afraid to make their own scene as window shoppers stop and stare at these crazy ladies.

American Rag Cie, on the other hand, strayed away from the warm and cuddly winter vibe, filling their windows with bleak, cold imagery. 2,500 mini toy cars and trucks were painted matte black and then arranged in a way that mimicked a dark terrain. A monotone white winter scene contrasts with a single hanging rack of black jackets. The rugged and outdoorsy display was a collaboration between American Rag and Aether Apparel, promoting a menswear line of outdoor wear that blurs the boundaries between stylish fashion and functional gear.

São Paulo
By Camila Toledo, Trend Director – São Paulo

Graffiti’s ability to blend contemporary art with a strong urban culture has resulted in its capability to infiltrate the art scene along with the fashion scene. While it may take time for some consumers to distinguish vandalism from art, the graffiti movement in Brazil is blooming, forcing the creative world to take notice. Brazil’s particular graffiti movement is well represented by names like Os Gêmeos, Titi Freak, Zezão, Speto, Daniel Melim, Stephan Doitschinoff, Nunca, Onesto and Ramón Martinez. Graffiti’s success continues to grow as the art brings a sense of movement, approachability and the concept of a temporary art that is easy to understand. For all these reasons, retailers in Brazil – from Nike to Ronaldo Fraga – are using graffiti as a way of decorating their windows and facades. In São Paulo there are already places like O Beco and Okuhara Koei where you can see weekly art exhibits for free on the street without the fuss of a museum.

The brand Cavalera launched a project that aims to promote new artists and creative groups from the graffiti scene. For the first edition, five names were assigned, each with its own peculiar style: Speto, Pato, and Samelo to name a few. The creative team developed a series of exclusive prints, inspired by urban themes and the faces of the streetwear brand. Each shirt will receive a special tag with information about the artist's work. The pieces are accompanied by a printed illustration. The project is a limited edition release for now, producing only 300 units of each model, and is currently available in stores.

Bangalore
By Suna Hasan, Trend Director – Bangalore

The Collective is the first international men's lifestyle super premium store in India and prides itself for giving customers the ability to “Expect the Unexpected."

The Collective manifests an element of surprise for their customers through contrast, quirkiness and a humbled, homey feel. Between combining sneakers with classic suits, and rich, colored walls with cozy lounge areas, the store evokes a sense of humor by avoiding the rigid perceptions that are characteristic of many of its high-profile luxury counterparts abroad. Instead, The Collective has consciously created a residential feel within the store, making its guests feel at home.

The atmosphere hits all the right tones, from the Denim Section with its bright, orange walls and whitewashed red oak fixtures to the glossy blue lacquered panels for the designer suit section. Unusual artifacts and found objects are used as props around the store to create additional visual interest. Truly a benchmark for Indian retail, The Collective excites the customer with strong visuals and presentation, yet maintains the brand identity.

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