Inspiration. Visual Merchandising: From Concept To Creation
The Art of Lifestyle and Trend Presentation
Visual Merchandising is commonly referred to as the art of lifestyle and trend presentation. It is a merchandising technique which effectively uses the design of an environment via visual communications, lighting, colors, music and scent to tell a relatable story for shoppers. In stimulating customers’ perceptions and emotional response, the ultimate goal is to positively affect their purchase behavior.
From Concept To Creation:
Who Is This Girl?
As a Visual Merchandiser, my job is to create a presentation specifically geared towards the retailer’s target customer and her many personas. With that being said, it’s important to know the merchandise, as well as the season’s latest trends.
What Is My Inspiration?
In determining a concept or theme for a presentation, I gain inspiration through people watching, bookmarking images and trends in my favorite fashion magazines and through shopping the current merchandise in the store.
Once I have determined the personality of the girl I am trying to attract, I imagine how I would dress her if I was her stylist. I pull together different elements from throughout the store; like colored denim, silk chiffon high-low button-down blouses, grandpa cardigans, denim vests, etc. right down to the shoes and accessories.
To complete my visual presentation I draw several ideas for building the perfect wall set up. By envisioning what this particular girls closet would look like I am able to construct an adequate display. Using a full size range of each product, I merchandise as though each item can be pulled together to make the perfect ensemble.
Are you a Visual Merchandiser? What inspires your visual presentation?
