It is a well-known fact that, generally speaking, the process of displaying merchandise in apparel stores can provide the best promotion of the products as long as it is done in an effective way. Most of the times, we need to ensure a good visibility of our products even though we’re selling stuff that every person uses, for which some may say there’s no need for advertising. The free market that exists and the huge amount of merchandise that can be purchased should make us become more aware of the fact that it’s up to us to convince customers choose our products and not others. The strategies that we use in order to lure people inside our store are everything we have in order to capture attention. We open a prolific gate for the customers, if we combine a well-developed imagery, products of good quality and a friendly staff that is always translated into profit.
But what happens if we don’t succeed that much in displaying our products to the public? How do we actually get to know our target customers? How should we improve the visibility of our store? These are questions that can be answered easily if you take some time to research. There is a huge amount of ideas, tips, pieces of advice and tutorials on the internet, and not only, people showing themselves very eager to share their ideas and experiences with their own business.
The Top 6 Common Mistakes
You may say that there isn’t very much time to cover much of these suggestions and information and this is the main reason for which articles like this one actually exist. We’ve gathered here the most frequent mistakes that people do when it comes to displaying merchandise and, of course, some advice to avoid or correct them:
#1. Too much merchandise or too little? The correct amount of merchandise that you want to display is connected with what you want to communicate. If you sell luxury items, bear in mind that the more expensive the item is, the fewer you should display. Crowded displays may suggest cheap merchandise or discounts. Too little merchandise may suggest that you’re going out of business, or you’re not very prosperous. Also, it can be seen as a sign of carelessness; sometimes you can see empty mannequins for days in window displays and people that don’t even bother doing something about that. So be very careful, and don’t exaggerate!
#2. Some stores have their displays crammed with many similar items. This situation might be perceived as aesthetically intriguing to the viewer. It is a violation of the principles of harmony and rhythm, and it’s not advisable under any circumstances. The items that you display shouldn’t render a boring aspect because it won’t attract customers. You definitely don’t want your store to resemble a factory where similar products are disposed in straight shelves.
#3. At the same time, you’re not conveying any message if you display too many different items that tell their own story and should be emphasized on their own. You don’t put into displays each and every type of items that are in the store. Displays are meant to show the best you have. If the best you have is quantity and you intent to show that to the customers, then you should probably make use of many dress forms and / or torsos in the display and apply the principles of harmony and rhythm. Use a creative and simple scheme that won’t make the display look too crowded.
#4. Using too many mini themes in a display is also disorienting. Customers might find it hard to understand what products are actually highlighted, what is the specific of the store and of the merchandise.
#5. Not paying attention to the small details. You need to take a closer look each time you enter the store after e period of not being there. If you have any merchandise suspended from the walls or ceilings, you need to make sure that it’s still there. Things may fall, and you don’t want that to be seen by the customers or to decrease the effectiveness of the display. Errors are seen as a lack of implication and seriousness.
#6. Lack of rhythm: the principle of rhythm is frequently violated when many small items are displayed in a single area with no attempt to keep the eye following a planned pattern. Try to create a display in which all items are visually tied together and visible from different angles. Don’t place important merchandise behind other items, even though the main reason is to create surprise or to attract. Surprises don’t generally work in displays; make use of them inside the store by hinting this in the display or at the entrance through a signage.
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