Visual merchandising was about communicating product features and prices when customers demanded value and convenience. The trend has rapidly changed to incorporate brand immersion, engagement and education thereby creating a unique experience as customers become aspirational. Experience zones, digital engagement and value addition through communication are the newest trends. Consumers are not buying a product anymore, they are buying a brand and hence Visual merchandising trends have evolved to create the “Brand Experience”
Visual Merchandising has been the key factor driving this transition. Consumers not only want to touch and feel the product but also experience its functionality and visualize the experience it is meant to provide.
Apparel makers are using technology, such as AR and digital displays, to blur the lines between online and offline shopping. Challenges include high costs of tech integration, while opportunities lie in creating more personalized, memorable in-store experiences. The fusion of digital and physical retail is key to staying competitive.
Customers are progressively seeking a personal connection with the brand or product, story-telling helps create that personal connection. It is a common practice for consumers these days to try and select a product at an exclusive store and then use his/her mobile to visit the brand’s website to see the features, colour options and prices. Vice versa, there are instances of customers coming across a product on a website and visiting the store to try it. Several D2C brands are rolling out offline stores, legacy brands are going online. These trends suggest that the consumers want a brand to be available at their disposal conveniently, like quick commerce or through larger-than-life experiences like grand malls. The lines are certainly blurring.
Retail models have changed dramatically over the years, particularly in the premium market. Retail used to be more transactional, with customers picking items off the shelf and mass production of products would fill the market. However, currently there is a move toward models that are more immersive in the luxury segment. In the case of custom bespoke design led tailoring, the goal is to create an experience that lets customers fully immerse themselves in the art and process so they can own their style while being comfortable in their own skin. The atelier is intended to be an extension of this concept; customers visit not only to shop but also to interact with the design, tailoring, and craftsmanship. Customers can pick the design, fabric, buttons, footwear, colour palette and extend their personality into their garments. We also have the karigars den so the customers have complete access to their garment being tailored and created lending authenticity of the highest degree to the process. Our Atelier is dedicated to offering transparency in our production process while showcasing our commitment to the principles of slow fashion.
Adding visual appeal to merchandising is essential to improving the customer experience. It uses design cues, materials, and space to narrate the brand’s story. The tactile experience, along with personalized consultations, elevates the in-store visit from a mere shopping trip to a curated journey.
It’s easy for a space to look beautiful, but it’s harder to ensure that the design resonates with the brand’s ethos and enhances the customer experience. The opportunity lies in storytelling. When every design element is carefully curated to reflect the craftsmanship and vision of the brand, it creates a deeper connection.
In today’s retail landscape, the challenge is creating spaces that feel both luxurious and approachable. The essence lies in creating spaces which are warm yet opulent.
Read the full story that first appeared in Apparel magazine’s Diwali Oct 2024 issue here:
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