Should have inserted this video in one of the earlier posts.
When I first decided on switching career to a Visual Merchandiser, no one knew exactly what this job title meant. Some asked, "So it's a sales job? Merchandiser is like selling stuff? So you only do the store windows? Fashion design?" It often took me some time explaining to them exactly what this job is about. Not that I hated it. But when I came across this video I felt it was like a life-saver!
So the title of this youtube video is 'I work in fashion merchandising', actually it is the same as a visual merchandiser. The first time I saw this, I was laughing all the way through! And immediately, I sent it to my friend and he was like...Ohhh, and found it as funny as I did.
It explains simply and in a humorous way the pains and perks of a Visual Merchandiser. And even without further endorsement, the comments below will tell you, no matter how tough the job is, even with low wages, the rewards and satisfaction in this job are priceless! Enjoy! And feel free to share!
I must admit, I have not seen that many VM blogs to make such a statement as the one below.
But in order to let us all learn better, we really need to see not only the good but also some not-so-fabulous examples of how not-so-wise displays can affect consumer's decision to enter the store and buy products or even their impressions of the brand.
So yesterday I was at Orchard Road (again!) : the central shopping area for tourists and local alike. The rentals here are probably the highest, with stores opening and closing in rather short periods of time if they don't step up their game (Just go to Ion Orchard and look at their restaurant sections at B3 and you'll understand, and that's not the only area that has gone through revamp since the mall opened in just under 5 years.)
I was passing by Wisma Atria, where Seafolly is located on the 2nd floor. I had taken an interest on this window particularly because the last time around a week ago, I remembered there was a huge gold 'FUN' balloon on display which was already partially deflated and I had no idea why it was still there 'cause it definitely not fun to see something like that for the store manager!
Wow. But look what I saw instead! The window has changed! And I loved it! Even though I have never bought any of their products, it's kinda out of my budget, but I do browse through their stores every once in a while because they do have a range of amazing styles! Okay, I digress.
What I liked:
1. Clear message: Style Mix (Almost idiot-proof really. With the model in the poster donning on a mix and match bikini with bottom) The poster is well done too. I like the beach wave images on the side; it actually helps bring focus to the main image and yet also create the beach chick feel.
2. Mannequins are well positioned with strong standout themes (e.g. colour: neon green and patterns) for the season.
3. Closed back window but still able to peep into the store display. (Note the mannequin at the back strengthens the concept/message as well)
Full House Take 2 is a Korean drama series about a young girl who is taken care of by her granfather who is a Taekwando (a form of martial arts) master after her parents passed away but grows up with a love for fashion instead. She meets one of the guys from a two-piece boy group, Take One, and ends up being forced into taking on the job of their stylist to pay off her debt to the company for infringement of the other guy's privacy.
An earlier episode actually featured her talking to her male mannequin, Billy, after buying "him" home because she felt having a male model pose for her online store was too expensive. That was hilarious!
Anyways, in episode 16 of Full house Take 2 at 20:00, the female stylist is actually sticking pictures of clothing to mix-and-match for her clients (the idols). What a great idea! Shall try it once I'm done with the previous clippings I need to attach in from school!
It's amazing how the tiniest things affects your decision to enter a shop or leave.
This happened to me twice over the weekend. Two made me enter, two made me wonder.
Let's talk about the good ones first - Topshop and Mango. Surprising huh... Mango.
Today I was just shopping around in Isetan, a Japanese departmental store which has a few of these outlets both in central (urban) shopping areas and the heartlands (suburban). I've been to the one in Tampines (heartlands) like just last week but the ones in the central area usually stock a larger variety with more higher end brands. For example, Isetan Scotts just held their Designers' Week and showcased local designers' collections and their collaborations with local illustrators, which was the main reason why I dropped by. After I browsed through those, which I was trying extremely hard to control the urges to buy, I walked around looking at other displays when I heard Bruno Mars's 'If I was your man'. Somehow, my legs just naturally steered towards the direction of the music; towards MANGO. And I went in, found a top I liked and stayed on until the end of the song ---> (Slightly disappointed afterwards 'coz they just played his album instead of a mix. Clearly, they could have put in a lil' more effort?)
Of course, this, you might say, is very much dependent of every individual's music taste. Well, taste in fashion is unique too. How to combine these two to attract the desired customer group is key. Topshop, for example does a fantastic job in this. I was there on Saturday to browse through their in-store Visual Merchandising, and especially see their fixtures and fittings, and also of course, personally see how the stocks here vary from that of London. Then I heard a song I liked. Used track ID and found Smallpools' 'Over & over'. Now I'm in LOVE with Smallpools! See what happens is, I'll be back for more and will walk in every time this song plays!
Look what a great job Topshop has done here!
Thing is, if I'm not wrong, the customer group Topshop targets are 17-25ish students or young adults. So their clothing styles, the models, the sale assistants all display "that" attitude. In addition to strengthen the customer loyalty and attract the right crowd, they made good use of music that these group of customers liked: from Indie bands! that these teens listen to which make them feel unique and different. So Topshop DOES IT WELL, DOES IT RIGHT.
The other two. I don't know really. Leave it for another time.
