Mystery Window in Manhattan

Mystery Window


Saw this on another blog but love this quirky story of a man who did his windows just to see who would respond!
Visual Merchandising on a personal level.

(click the above link to see more)

Madewell is looking well!

Madewell's windows and interiors have caught our eye recently. From their use of vintage seed packets folded into paper flowers in their Soho store window to the carefully curated interiors, their brand is on it's way to becoming iconic.

Madewell which was a uniform company started in 1937 and revitalized by Mickey Drexler of J. Crew, does a good job of adding authenticity through the careful use of antique props to tell their story.

The vintage props such as luggage, radios, metal locker baskets and wooden bobbins are used to merchandise their product and create a narrative throughout the store environment.

We think they are getting it right and if J. Crew's success is any indication, we suspect we'll see lots more from them!

Ideas that travel....

This one is worth revisiting. It is a window that Moschino did back in the fall of 2009 and it's meant to give the viewer the sense that clothing and fashion are fleeting and on the move.

The gypsy wagon, an iconic symbol of 'the wanderer' has many references but done here in a spare, modern way, it is the perfect wardrobe on wheels for the woman on the go.

The bright colors, the cohesion with the marketing image and the layout of the window make this one a winner worth noting.

Up Up and Away!

Here's a cute and simple window idea. We have all seen these foil helium balloons - but in gold, spelling out the brand's name and tied with eye catching ribbon - they become something a lot more elevated and less pedestrian.

And with the candy dots background and some cleaver groupings - this was worth a stop and look last week on 5th Avenue.

5 things we LOVE about Visual Merchandising

1. It can tell a story
Good visuals can help a retailer sell the image of their brand. It’s best when visuals tie back to product but as long as the message is clear and the window is effective, we can learn a lot about a brand or store from their windows.

2. It can promote a good cause
Often retailers get involved in collaborating with charities or doing marketing tie ins. Using their store windows to communicate this is a great way to capture pedestrians attention and let them know what is important to their company.

3. It can show me who cares

When retailers take the time to think about the presentation of their store environment, it sets a tone. Good windows, clean selling floors and details like props in display vitrines add interest for the consumer and show that the brand cares what you think.

4. It helps me keep time

Seasonal enhancements and decoratives that reflect the time of year, help consumers know when and what to celebrate. Especially in the busy fall and winter season from Halloween to Easter stores help set the pace when there is one holiday after another.

5. It entertains me

As they say in PR, "bad news is still news" and even when a store window is unattractive, it can get people talking. Often I will pull over to look at a bad window and wonder where they were going with the idea -its like when you watch a bad movie with good actors and ask yourself "didn't any of them know while it was being made"?

10 Things to consider when planning an appealing window

With so much competition, how do you "cut through the clutter" and make your windows stand out? Think of these 10 things when planning your window and you are sure to hit on a winner.

1. Keep an inspiration guide to help you generate ideas. Whether its tear sheets, postcards, photos, books - have a place to log visual references. Always be seeking inspiration.
2. Keep a record of your past windows. Look back on past work by year, month or season–you don’t want to repeat but you do want to know what worked so you can re-use a concept.
3. Speak to your stores marketing team to know what products to highlight – its best if you can plan by the year or at least the quarter. Stores should have a consistent message throughout.
4. Focus window design on what products you are selling. Good VM should tie back to merchandise – find a thread to link props to product.
5. Hold brainstorming sessions with team members from various departments; sales, PR, VM, etc to get different points of view and fresh ideas.
6. Speak to your store or brand audience. Tailor your windows to appeal to your customers. Controversial window designs are maybe not the right choice for stores with an older, traditional clientele.
7. Fully design your window(s) layout and be clear of objective before you begin. Think how it will be viewed and will it convey the message you are aiming for?
8. Set a budget and timeline and determine how you will get all items to store by install date – leave time for accidents, delivery mistakes and problems.
9. Add props and enhancements that will make pedestrians stop and note, or customers take a second look within the store. Be bold – people love to be wowed!
10. After you have installed the windows or store sets, walk around and check work. Stand outside and listen to people talk – they may give you things to think about for next time.

And finally remember to be flexible. Sometimes the best ideas are not carried out with perfection and can muddle the message. You may need to change your idea midstream but don’t get stuck – your goal should always be about the end result – a great window or floor set. And remember, sometimes - less is more (and sometimes it’s not).

Words to live by...

and the word is - say something. Sometimes consumers need a little direction and in this case retailers step up to guide their customers this holiday season.