During the Parsons x Teen Vogue course I had an assignment to do some research in retail marketing. I did some reading on effective visual marketing and retail display and then I went to the shopping centre and walked around observing the shop displays.
I paid attention to layout and positioning of racks, tables, mannequins and signs. Some stores categorised their garments or products into size, and others into colours or categories like professional clothing, sportswear, evening wear. casual wear, etc... There were department stores and stores like Topshop which had separate sections for different brands and designers as well as for male and female clothing and accessories.
When I saw a photo of a model wearing a garment or accessory, I often found it more appealing and much more noticeable than if it had been on a mannequin. Stores that engage a number of senses are usually more memorable, however, they can be appealing to some and not to others. What if some people like the music and scent that is used in a store, but other people dislike it? Personally, I find subtle and soft sensory stimuli more engaging than harsh and loud sights, scents and sounds. I think soft light creates a better ambience than fluorescent lighting, even though that is more efficient.
As I was walking around, I realised that what caught my eye was visual merchandising that told stories. The Louis Vuitton display was compelling and appealing to the eye because it used the rule of three and also had a larger mannequin to capture your attention. What really engaged my attention was the planets in the window, the colours and shapes created a feel of playfulness and excitement but contrasting to that, the light created a more mysterious, moody feel.
The display with the solar system of colourful planets in a dark night's sky caught my attention because it sparked my imagination.