Is visual merchandising just creative or do we need to keep an eye on the clients bottom line?
Whilst we are all in the throes of late Summer (yes, still) and even starting Christmas window visual merchandising displays I took a look at this article in this weeks Retail Design World Magazine. It highlights the progression of visual merchandising from merely making the shop windows looking pretty and entertaining to the added value to the bottom line of a successful visual merchandising campaign.
This means that visual merchandisers are now expected to have creative and commercial expertise for their role.
Speaking at the Retail Design Expo, Aoife Blicher of Magasin du Nord said:
"The best visual merchandisers will come to regard their role as an increasingly financially-minded one, according to Aoife Blicher, head of VM retail at Magasin du Nord – the Danish chain of department stores.
Speaking to attendees at Retail Design Expo Blicher – who has 25 years’ experience in VM – said: “VM is, and rightly so, moving from a creative to a commercial role.”
Of course, visual merchandisers will always have a set budget to work with which means they must also be creative in achieving the most bang for their buck. The money spent on visual merchandising must be seen to be visually attractive to customers but also add to the bottom line by portraying the brand the customer wants to be associated with.
In our experience, Visual Merchandisers want to do something different and bring their ideas to life, we love helping to do that. There is also a need for new creative ideas as some stores are changing their windows every 3 months with the seasons and for some installations we are involved in the display may only be there for a month. So providing VM products that can be used sustainably time and again is cost effective and good for the environment.
What we have been up to this week..
Amber Summer Shimmerwall sequin wall built for the Summer 2017 season, installed in time for the Amber Summer Charity Fashion Show starting off the Monacco Grand Prix events on Friday.
Sequin Wall Amber Summer Beach Club being built for 2017 Season Le Meridien Monaco
This entry was posted on May 22, 2017 by Shimmerwalls.
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