The purpose of a retail display is to accurately showcase your products in a way that provides customers with an opportunity to see how the product might appear when purchased.
Let us take the example of a retail clothing store. Typically, displays implement mannequins, hangers, and other items which provide the customer with a look at the product in a setting that is not "on a rack". While this may seem pretty simple, an effective store display must take into account the season, the intended use of the item, the demographics of the customer base, and more.
An effective retail store display is the product of much effort, combining the talents of architects, interior designers, and visual marketers. When put all together, these professionals create a symphony in which your products are highlighted and accented to ensure maximum sales potential.
One question to consider is the intended use of the item. Is it formal wear, active wear, or business casual? A display should take these types of things into consideration, as not only does the display of the items themselves sell the product, but the accents to the display help create an appropriate setting. The posture of the mannequins should reflect a representative posture of a person who would wear the clothing; for instance, a soccer uniform would warrant a running pose, whereas a tuxedo may warrant an upright, more dignified stance.
The season should also be taken into account, especially in the determination of display accents. For example, a display featuring spring active wear might include a kite or picnic gear, summer bathing suits might include rafts or flotation devices, fall casuals might include leaves or pumpkins, and winter sweaters might include holiday decor. The idea is to bring the customer into a place and time with which they are familiar, making the purchase of the product a less risky venture for the customer.
Finally demographics should be considered. It is self evident that children's displays will be quite different from a display geared toward a young professional male, which in turn would be easily distinguishable from a display in a lingerie store.
About the Author: Ron Maier is the Vice President of S & L Store Fixtures, a leading provider of mannequins, retail store displays, garment racks and more. For more information, please visit http://www.slstoredisplays.com.
Ron Maier graduated from the University of Florida in 1987 with a bachelors in business administration. Mr. Maier is currently the vice president of S & L Store Fixtures, based in Miami, Florida. For more information please visit retail store displays, hangers, and kids hangers.
