Here’re the top practices of visual fashion merchandising you can apply to your retail merchandising process:
1. Create a display strategy
Visual display is vital for apparel stores, as it gets the first impression from customers. Therefore, you should think strategically about your product displays. It applies to both physical and online stores. For brick-and-mortar shops, it is how you arrange the items on the shelves into categories, which items to put next to each other, the quantity for each type of product, and many more.
Similarly, in your website or marketplace, you should showcase your products logically and attractively with filter options like best sellers, new arrivals, and the ability to sort them out based on price, size, color, etc. You can choose to highlight your trendy items on the homepage for on-site interactions, and utilize the AI recommendation engine to suggest relevant items that a customer may like to create a personalized experience for them.
2. Interactive displays
One of the best visual fashion merchandising tactics is an interactive display. It is a popular solution to engage buyers who may walk across your products by giving people an idea of what your product looks and feels like before they decide to buy.
To set up interactive displays, arrange your displays so that customers can easily envision your items in multiple ways. For example, you can use mannequins to wear your products or let your sales staff dress in similar clothing to what you’re selling. In this way, customers can be easily attracted by the clothes and want to try them on, creating a sales opportunity.
3. Checkout displays
Checkout display is a powerful tool to encourage impulse buying. It can be effective if you want to upsell small items like bracelets and hair accessories that match well with the clothes you sell. You can set up a small sector at the customer-facing display screen to show relevant items that customers can quickly pick up and add to their cart. A proper checkout display will drive more impulse purchases and add up to your revenue with only a little effort.
4. Window displays
Window display is where customers have the first impression of your store and products when they pass your store. A proper window display serves as a good approach to visual merchandising for fashion that can lead more guests into your store. It is a fantastic opportunity to promote your offers and special sales of your items.
Some factors to note are color scheme and lighting which can help create the right ambiance and vibe for your window display. Make sure your window display also reflects your brand story and personality.
5. Cross merchandising
Cross-merchandising is beneficial and can boost sales tremendously if done correctly. It is the art of fashion visual merchandising where you place complementary items next to each other to generate cross-sale chances. A typical example for boutiques is placing shoes next to bags, jewelry purses next to jewelry, etc. There are many ways of cross-merchandising, you just need to look at your products and think about what customers will need together when they buy this item.
6. Utilize promotions to encourage customers
Prices are crucial when customers make their buying decision. By utilizing promotions, you can give customers a little incentive to buy at a better price. Sales and discounts are the reason that drives people to your shop and increases web traffic. All you need to do is choose the right type of promotion.
Discounts affect your brand equity and margin. If you’re having too frequent sales, customers will perceive your brand as low-valued and low-quality. To keep your culture and brand positioning, you must ensure your promotions are offered at the right occasion and with the right amount of discount. For example, you can have birthday gifts, seasonal special sales for some selected items, or when customers purchased value exceeds a certain amount.
7. Improve the personalized product discovery
Most shoppers prefer a brand that allows them a personalized shopping experience. Therefore, if you can provide them with customized products and features in their discovery process, you’re one step ahead of your competitors. There are many ideas to implement this approach, such as product recommendations, product layout pages, and search results.
Personalization usually attracts potential customers to look for more items and purchase more merchandise. You can also use the product recommendation feature to get shoppers’ attention to relevant items aligning with their preferences.
8. Consider the data
Consumer demand is the center of retail fashion merchandising. To understand your customers, you need the right data to help you make accurate merchandise decisions for customers. You can implement a POS solution for boutique stores to acquire data, analyze customers’ behaviors, and assist you in predicting fashion trends.
For example, you can organize and tag your products based on their attributes and customer segments, so that you can track their sales performance and discover insights. You’ll get an alert if a shirt is running low on stock, and check whether the items with a particular design are also selling out. It allows you to study deeper into the patterns, anticipate your customers’ demands, and forecast future trends. Data analytics also supports you with proper planning for inventory, manufacturing, and distribution.