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Displays On the Retail Floor
By: Mari Davis Photos by FW Photos taken: July 1997 - November 1997
No one really knows when it all started, but making the products more attractive by showing off its best side had been around since the time of the Pharoahs. In both history and in legends, there is always the shopkeeper minding the store. So, what is the relevance of all of this? Floor displays is much older than store window displays. It was only during the latter half of the 1800s that store windows were "invented." In fact, the manufacture of the 4 X 8 pane glass gave rise to the store windows. Today, visual merchandising on the sales floor is given more attention than visual merchandising in store windows. The reason: the sales floor is where you make a sale! The store window is to entice customers to come in. Once they are in, you want them to buy.
This in-store display attracts the customer in two-ways. The giant factices and giant boxes say..."I am here. Look at me", making it hard for passersby to miss them. The live merchandise display makes it easy for the customer to pick up the item and purchase the product. One of the beautiful aspects of this in-store display is the fan-shaped screen decorated with bigger than life photographs of the model, evoking femininity and sophistication at the same time.
A floor display which is the exact replica of the window for impact, this display was placed in the entrance of the store to create excitement and inform the customers that the product is available. A tester for the product is there, plus blotter cards. During store hours, a promo-person stands there to give blotter cards to customers coming in the store.
Calvin Klein other than being a very talented designer is a marketing genius. With the success of CK one and CK be which were both targeted for a unisex audience, he followed it with Contradiction, dubbed as a "A New Fragrance for Women." This display follows the advertising campaign for Contradiction. Call it brand spiraling, call it an ingenious way for customers to recognize the product. Kristy Turlington is bigger than life in her photograph. Add that to the barrage of print and TV advertising, brand recognition is strong. This is a good example of Visual Merchandisers following the strict parameters of a company.
Poeme by Lancome, the latest perfume by this cosmetics company. The launch of Poeme was also the introduction of their new model, after Isabella Rossellini lost her contract. The display is typical of fragrance instore displays. The models face reproduced bigger than life, the mass merchandising of the product and the name of the perfume repeatedly mentioned for easy recognition. Predominant color is yellow because that is what the color they want to project- young, happy, vibrant. Poeme is light compared to the heavy scent of Tresor. But the trademark mystique is there. All and all, the presentation says Lancome, with a twist. It says...We have a new model and a new image...
A relaunch of the perfume organza, a mannequin was used as a focal point instead of the advertising campaign materials. With a 'tester' available, passers by can easily test the product and buy it if they like it.
Liquor companies are becoming fashionable. Following the advertising trend of the 90's which is heavily based on lifestyle concept, liquor and wines are launched the same way. A good example is the worldwide launch of Jazz de Camus, a new cognac by Camus. This is an "in-store" presentation, located in a high profile, high traffic area of the store, which in this case is the store entrance. A 12'X 9' wall was decked by huge photographs, the biggest, being a shot of lovers in Paris (the Eiffel Tower serves as the landmark), a 6'x 2' sign announcing the name of the product and blow-up photographs of Jazz de Camus. Cylindrical aluminum risers were used to show the actual product. The name Jazz de Camus were also shown prominently on the risers. The whole thing echoes the sleek design of the bottle and packaging - modern yet elegant, affordable yet expensive looking. This presentation is a good example of a strong presentation using only a few elements. Everything was based on the packaging of Jazz. The lifestyle photograph showing Paris subliminally suggests two things - a celebration of life, and that it is a French product. Strong, sleek and slim - 90's lifestyle is embodied in this whole presentation. |
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5th Avenue
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GUAM, Nov 14, 1997/ FW/ --- Believe it or not, the whole concept of visual merchandising was based on 'arranging the merchandise' to attract buyers.
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