Patti Carpenter speaks at the Art annual conference in Miami.
Miami – The best merchandising is not about presenting products on the shelves, says the trend forecast Patti Carpenter. It is about combining consumers with brands in an appealing, emotional way that distinguishes a brand from another and builds loyalty.
Carpenter from Carpenter + Co. launched the annual conference of Art with a detailed presentation on how to inspire rooms and inspire consumers on Wednesday afternoon.
“Today's pictures are warmer, organically and deeply calming,” said Carpenter. “They combine creativity with the trade and create an inviting atmosphere that promotes the connection. Mastering this approach is essential for success in modern merchandising.”
According to Carpenter, merchandising displays are no longer static. Digital screens with color, sound and movement are part of the storytelling. Three -dimensional displays have become booklings, and progress in printing and new, flexible materials enable brands to make changes faster and easier and to move displays such as stage sources.
A few merchandising tips:
seduction: Repetition and unity in color draw people in.
Less is more: Clear displays with a limited number of products convey a feeling of scarcity, which in turn makes a product more specific. This can often be seen in the luxury segment.
focus: Convincing ads must have a focus.
balance: Symmetrical ads convey order, asymmetrical promoting interest. Both can be strategic.
Create a sensory experience: Strategic lighting, curated music and characteristic fragrances are all ways to meet the senses of consumers as soon as they enter a business.
Retailers who do it right
Carpenter has highlighted a handful of retailers, of which they believe they are masters of visual merchandising:
Printems in New York: The outpost of the famous French retailer has reopened, is a study in experimental retail, starting with the packages of flower seeds that visit visitors to the front door.
ABC carpet & at home: ABC, a famous NY retailer with a new rental agreement for life, was always known for the fact that he was unique visual merchandising and the mix of religion, spirituality, product and a scattering of “magic” in his representations.
Bergdorf Goodman: The famous window continues to be determined; The retailer can sell fashion in the most subtle visual environments.
Barrack: The walls and the bottom of this London shop consist of recycled plastic pieces that you can see, from old toothbrushes to bottle closures.
Coco & Dash: The owners Teddie and Courtney Garrigan have reproduced the energy and the clear view of his visibility of their new Dalla business in their new wholesale room in Dallas.
Fortnum & Mason: The famous British retailer recently installed a marriage chapel. It is a visual focus and you can actually get married there.