editor's letter
MERCHANDISING magic
Stephanie K. De Long
| WHAT THEY SAID… |
|---|
| Here are just a few of the many merchandising morsels from past issues of Eyecare Business. OCTOBER 2003 “You have to know who you want to be and create an environment that supports and plays into that.” — Steve Kaufman, editor of VM+SD Magazine JUNE 2004“People are moving away from modular. They want more individuality in their spaces.” — Justine Kish, Ennco Displays “Do something loud or high contrast or extremely sexy.” — Nancy Jenson, freelance visual merchandiser “Popular props include picture frames, trays, cake stands, vintage mannequin heads, large bowls, bell jars, and super graphics.” —Joanna Felder, Chute Gerdeman Retail AUGUST 2010“We definitely see a spike in sales on the days following a new window display. There is no doubt that fresh displays pay for themselves.” — Tom Benthien, OD, Eyelines |
That was the title of a sold-out course at last month's Vision Expo East that I had the pleasure of moderating. If you weren't one of the lucky folks to hear the three very talented speakers, here are a few tips from the visual merchandising experts—David Duralde, vice president of creative development, Kenmark Optical; Travis Reed, director of creative marketing, International Academy of Design and Technology; and Eric Feigenbaum, chairman of visual merchandising, LIM College.
ERIC FEIGENBAUM
■ “Think vertical, not just horizontal; and think perimeter.”
■ “Eighty percent of customers turn to the right when they enter your store; place something important there.”
DAVID DURALDE
■ “Take photos of good displays and determine what can be replicated in your space.”
■ “Don't over-accessorize; less is more.”
TRAVIS REED
■ “Separate colors vertically—light to dark, warm to cool—and alternate solids with patterns.”
■ “Use [wallpaper] to add interest to walls, shadow boxes, windows.”
DOROTHY DOES WINDOWS
Professor Feigenbaum shared a fascinating story with attendees: More than a century ago, “Wizard of Oz” author L. Frank Baum wasn't just penning prose about red shoes; he was writing for Show Window Magazine. His advice is still applicable today: “Suggest possibilities of color and sumptuous display that would delight the heart. Bring the goods out in a blaze of glory. Make them look like jewels.”
Hope these morsels help add some magic to your merchandising.
Stephanie K. De Long
Editor-in-Chief
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