Saturday, 20 June 2009

Visual Merchandising in America

There was so much to take photos of in America - there was huge variety but it's clear that most of the shops here knew what they're doing when it came to visual merchandising. However, as in every country in the world, there was the odd one who had a very long way to go!  

I thought the rainbow effect created by this curving rail and different coloured tops was very effective.  The odd mannequin displaying the said tops emphasises the colourful collection.
    
This photo is of an in-store display in Macy's in New York.  The theme is 'Summer of Love' and the collective use of graphics, the peace sign props, a mannequin and plinths displaying accessories all (just about) tie in together through colours.  I like how the models peace necklaces in the photo tie in with the large peace props.

This display is in Macy's - I like the femininity it's portraying which matches the clothes.  The fragile looking lamp shade, the writing on the wall saying things like 'Your hearts desires' along with the black and white photos and white embellished photo frames all help achieve this look.  

This is the worst display I saw in America.  It was all way too much.  I don't even know where to start...! 

I thought this was so simple but really effective for the type of shop it was - a top end children's clothes store.  The white picket fence and tipped over bucket with white starfish hints at summer and completely goes with the cute clothes on display.  Store above take note - sometimes less is more!  

The next five photos are from a store called Forever 21. The first three are from the one in Los Angeles and the last two are from the one in New York.  The windows were good but I thought the in-store displays were great.  

The first photo is of the accessories area.  I loved the circular ornate tables, the candelabra, the black and white floor and the accessories displayed in glass bowls - the products weren't high end but these elements added a bit of class and created a lovely shopping atmosphere.   

 
I like the different positions of these mannequins especially the one in the pink dress as it's facing the door and it's in the brightest colour so could catch the eye of passers by.  I also like how the circular plinth reflects the circular light fitting above.

 I loved how these floral heads matched the floral tops below them.   

 
This display looks fun and very in season with the oversize flowers and insects mixed with the colourful wigs.  I like the simple use of the colourful hanging material on the second display - again looks perfect for the summer season.

 
The white walls and floor and clear perspex boxes create an airy and clean feel - a perfect base for the bold floral rugs and colourful clothes on the sunglasses wearing mannequins.   


I think this display is an effective way to create interest for customers going up the stairs to the upper level.  It's clear that the mixture of clothes and accessories have been well thought out as the pinks and reds work perfectly together. 

American Apparel's carefully placed rows of multiple mannequins effectively demonstrates their range of colours and product. 

I loved this in-store design in Abercrombie and Fitch in New York.  The mural and statue create a men's gym/macho feel - they definitely define the men's department! 

I wasn't sure about this display - I don't feel like the glittery umbrella or phone enhanced the clothes in anyway and I'm not sure what message I was meant to get from it.  

Saks department store definitely had a pink colour theme in their display!  Each window was painted completely the same pink as each other and then had slight variations of flamingos projected onto the wall.  Each window has a different designer and the mannequin dressed in their clothes was either all in pink or had pink somewhere in the outfit.

I love these plastic bubbles - there's a lot of potential with these and maybe this window could have used them even better.  Possibly a different background - one that looks more like the outdoors to create a more summery feel.

The following six photos are from a store in New York called Anthropologie.  I just loved the displays - it is clear that they have been very well thought through and that this effort had paid off.  They sell bohemian, vintage-inspired and well crafted clothes and homeware and this is reflected in the worn, soft colours and textures used and the quirkiness of their displays. 

 



This display was found on Melrose Avenue in Los Angeles.  I know it's not everyone's cup of tea but I think the coloured pipes that dominate this display suit the clothes that are being displayed down to a t.  They also create depth and give the mannequins access to different levels.


I liked this LA boutique because of it's quirky blue mannequins which stand out against the white walls.  I also like the words 'Courageous', 'Outrageous' and 'Contagious' written across the wall in varying letters and the silhouette portraits in the background.  This, plus the well spaced clothing racks, all adds up to a interesting and welcoming store. 


The falling white paper bells highlight the white textured dress at the forefront of this very effective J.Crew display.


I noticed two stores that used the same concept - transparent blue transfer to create a sea.  
These were Ralph Lauren Children (immediately below) and Juicy Couture (the following two photos).  

I think that Ralph Lauren was the more effective as you can clearly see a story - children fishing and a couple of them snorkling.  Also the fish look really effective, the variety of them add interest and they create a lovely background for the Ralph Lauren sign.  

The sea area and the area above are less defined in Juicy Couture.  Also, there is one mermaid and the other mannequins are normal but are standing on the sea bed and sitting in shells so it all looks a bit confusing. 

I liked this garden themed display - especially the wall of colourful seed packets.

Ralph Lauren has come up trumps again with these two summery displays - sailing rope, surf boards and sand all with well dressed mannequins displayed at differing levels.


Probably the craziest display I saw on my travels!  Not to everyone's taste but it definitely does its job and catches the passers-by eye!

This New York Lulu Guinness store was charming.  You can see another but very different example of a way to use a silhouette portrait - this looks more classic which is essentially the look of the whole shop.  I especially think the lip clutches displayed on the pretty white table really work as a focal point.


1 comment:

NEHA said...

I like these windows, they are very different from the Indian market !!

-neha duseja
VM