The Importance of Visual Merchandising

One of the things that Fair JAKE loves is making our set at markets and our studio really reflect our aesthetic, customer and design. We have so much to learn in regards to merchandising, but we know that it is an important part of business and sales. Especially now, with everyone moving faster and basing their impressions and recall off of images, visual merchandising is becoming an increasingly important tool to stand out among the masses. We figured we’d ask someone who is extremely well versed in this topic – our friend Leigha Robinson.

Where did you go to school?

I’m a recent graduate of Blanche Macdonald’s Fashion Merchandising program.  I feel like it’s worth noting that I’m also a student of life, having done lots of globetrotting and exploring global culture.  That has taught me so much about people and fashion.

What do you think is the most overlooked and underestimated element of visual merchandising? 

There are two things, budget and execution time.  Usually businesses spend the least amount of money on window displays and creative objects/layout in a store.  Conversely, the atmosphere and inspiration that the visual merchandising evokes has a huge effect on a buyer’s experience and motivation to purchase. 

A successful store layout and window display is a labour of love, and requires hours of work to accomplish to look flawless.  Business owners and customers alike always see the finished look.  Effective visual merchandising requires both a logical understanding of a plan of action, and creative skill to make it aesthetically pleasing.

Do you think visual merchandising can make or break a business?

Absolutely I do.  Visual merchandising is any method used to support the sale of product, which now includes e-commerce and social media, as well as the more traditional floor plans and window displays.  People react first with their eyes.  Today, especially in a city like Vancouver, there is more than enough of a selection of clothing for people to choose from.  The initial impression that a store or website makes on a customer can heavily influence whether or not they will choose to invest in a particular retailer.

What do you draw your inspiration from when it comes to your next display?

Understanding the identity of the brand and the customer are key for inspiration.  Initially when I began this career, I felt like I had to pull out all the stops and do everything to appease the business and its clients.  Now I can see that there is a story or life that the company lives individually.  When coming up with a window campaign, it’s as easy as knowing what the customer will relate to, and does it provide a good image for the business. 

People visually play the game of identity when viewing the world, what is most familiar to us is what we are drawn to.  I like to incorporate nostalgic and recognizable elements when coming up with my next inspiration.  Whatever I come up with will be original because it is very hard to copy anything exactly, and we all have our own interpretations of what we see.  I like to play on these ideas all the time.

What companies do you admire for their merchandising campaigns?

In terms of a company that continually makes investments into merchandising campaigns, I have been a huge fan of the American brand Anthropologie for years.  They often use up-cycled and reclaimed objects and hardware for their window and in store displays.  There is always a nature element tied into the design concept, with a contemporary edge that seems to make a great balance of a “modern urban” look.

Can you give us two simple visual merchandising tips that could help a small start-up company get their message across to their customer base?

Think both about what inspires you and what your customer would like to see.  You don’t have to reinvent the wheel to have memorable impact on people. 

Be free to experiment and get hands on.  The best projects are ones that have a personal story behind them.

What are you working on next?

I am thrilled to be creating a window at Nicole Bridger for the Breakfast Club of Canada, supporting the Strathcona Community Centre in Vancouver’s East Side.  The program gives children a better start at school by offering a healthy, homemade meal for a $1 donation.   Nicole herself will be raising funds for the entire month of August, for her first triatholon in September.  Anything cause to do with children inspires us all, and I am honoured to be a part of it.

Thanks so much Leigha, for all your fantastic insight and advice! And for everyone else and all the other small business owners out there, hope this provides some inspiration for you!