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  Chief Editor Anuraag S | Editor Swati Bhalla | Powered by GigaSoft™ Sep, 2011



 
 
 

Dear Readers,

Hope you enjoyed last month issue. We would appreciate if people can contribute more of their work and innovations in retail field.

In this issue we are covering ‘How to display Jewellery’ as there are hardly any content available on this subject. The respective article was found published in ‘Retail Jeweller’ early this year. In-case you have any article to submit on any particular display field, please share with THINKtank readers.

This month we also saw some New Arrivals window display, right after the SALE season was over. Below is Planet Sports window display done at Ambience Mall, Vasant Kunj, New Delhi. Again, if you have done a great display for your store, please do post us.

Happy Displaying!!!

 
 
 
 
Visual Merchandisers: Saloni Mehrotra, Anamika Gupta, Shruti Shambhavi & Anuraag S
Vendor/Suppliers: PR Solutions & GH Graphics
 


 

Years ago, the Jewellery industry used to use jewel tone colors in silk, as a backdrop to display jewelry. The dark tones tend to show off the jewelry. Also, the rough texture of silk is a good contrast to the smooth texture usually found in the shiny smoothness of the jewelry.

Then "market research" showed that female shoppers like the pale and pastel colors for the backdrop of jewelry displays. Sometimes the dark colors were intimidating, or sometimes the jewel tone colored silk could be considered garish, if it was slightly off in tone. The pale neutral colors give the impression that the jewelry is expensive, but still delightfully approachable.

So neutral colors became the jewelry display norm and a Champagne color seems to show off both gold and silver well. Now day's blocks, risers, etc are usually made from some sort of fake suede. But many jewelers still prefer the rough texture of a silk or linen. If it is costume jewelry; massing it all out is a benefit and a challenge. The benefit is that the larger amounts of silver against the backdrop will show up better. The challenge is how to contain it. If it is in a showcase placing like items together in patterns and grouping will work, using risers to give definition to the categories or themes. If it is on a wall or counter top most big chains use counter top chrome fixtures. If your store has a certain theme, or image identity, you can use colors and materials that will fit in with your look.

 
 
 
Acrylic Risers & blocks; There are many vendors in markets like Karol Bagh, New Delhi etc that are willing to explore new materials like leather (with embossed logo, etc).
 
 
Chrome is the worst for showing off silver jewelry. Many people use it because fixtures or components are easily available, and in stock. Refer the fashion jewelry snap below; so well color co-ordinate. For some, so much of jewelry stocks works on their walls and looks great too. It purely depends on the buying strategy of the merchandisers. But then look at J Crew, you will see wonderful neutral textures showing off a few beautiful pieces of jewelry.
 
   
Fashion Accessories Display-Colored blocked
 

Also, as mentioned by Jeanne Holbrook, Store Planning Designer at Leegin, Spinners are the evil of the jewelry business. They are ugly. They also sell tons and tons of jewelry. It is possible to design a beautiful spinner but it generally turns out to be very expensive thus Indian retailers end up buying whatever spinner is available to stock up the maximum number of SKU's.

A lot of Spinners are made of hard surfaces (chrome, acrylic, or laminate). That is the worst way to show off jewelry. It is possible to have back panels that are a different texture, but it is all about working with your store's identity, image and budget.

Also, you can place jewelry on all kinds of things as part of a display theme or sales promotion. In many boutiques, Jewelry is often displayed on natural elements. So there are many things you can "display" jewelry on. Tiffany's new collection used Coral and colored glass vases. Moreover, one also has to consider the culture of your vicinity or location and what kind of Jewellery you want to present to your 'which' kind of customer. Doing the unexpected can grab on lookers, more footfalls means better sales!

 
 
 
 
 
Tiffany Co. Jewellery display on Corals
 
 

However, lighting plays a vital role in Jewellery displays. In one of her book on lighting, Janet Turner* says, 'the correct source of lighting is essential for good color rendition, and this can be made more effective by using a combination of light source: metal halide for coolness, and tungsten for warmth.' The choice of fitting should never be based solely on its outward appearance: in many cases, the type of lamp and reflector will be more important to the effect of the light.

Professional thinks the first consideration of display lighting is color temperature. Not many think so. Color temperature is important to photography, but is a secondary consideration to Jewellery displays. Its advised to always use several small point sources of light it will sparkle and come to life. This is because each point source will create a reflection. The more points of light, the more sparkles. Of course there is a practical limit, too many point sources will start to merge and have the reverse effect. Color temperature of 3000°K is too warm. But 4500°-5000°K is optimal as it approaches daylight illumination at its best. Anything higher may look gold greenish, and anything lower won't render blues, purples, etc. If you are using LED, 5000°K is best for Jewellery displays.**

In modern retail, where employee productivity is critical for profitability of a business, visual merchandising is the most effective way to improve productivity. A great visual merchandiser using lots of color, signage's, visual breaks creates oasis of merchandise to attract customers, hold their attention to specific merchandise, throw critical information at them and aid he process of selling. Visual Merchandising is the key function and a retailer involves this function from the start of store design, to execution and continuous innovation in the store. With modern retail ready to explode in retail, we see tremendous opportunity for the creation of a new set of young, energetic & most importantly creative bunch of people calling themselves proudly as “Visual Merchandisers”.

*Designing With Light - Retail Spaces Lighting Solutions for Shops, Malls and Markets, Janet Turner, Watson-Guptill, 1998; **Anil Khatri-Concept Head at Shunya Design - Diverse Exposure in Design Field.

 
     

   
 
 
 
 

FRUTTI SOAPY GARDEN

These are not fruits, BTW but the new soaps. These are being produced with real soap (vegetable raw material) content and other material that can be harmful for human health aren’t included, of course.

The display of these soaps in the ‘Fruit Basket’ concept is really eye-catching; with the green base of the Gondola as its giving very refreshing look-and-feel to the display.

This was spotted at Select CITYWALK Sakek, Delhi.

 
 
 

 
 

Chinese artist Wang Qingsong sits in the shop window of Selfridges in Central London. Wang has created an installation across the entire run of Selfridges front shop windows entitled ‘Follow Me’, which employs motifs and symbols of popular culture inspired by the global appetite shopping.

 

We are re-starting our ASK ME section, where you can ask any question, issue, problem, pertaining to Visual Merchandising or Displays and experts from the industry will advise you with the best possible solution.

You may write to us at: thinktank@studioatomium.com

 

 

Great to read the VM newsletter...
Hope visual merchandising gains a prominent role in Indian Retail.
Your newsletter will be instrumental to make this happen.
Keep going...

Cheers!!!

O S Balaj

 
 
 
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Who should opt for the online course?

If attending a University program or an institute has become tough for you due to a full-time job and other commitments, then online course can help you immensely. An online course offered is a good and legitimate as compared to a traditional one. The good thing about online course is that you can organize your study on the basis of your schedule.

With online course, you decide your own timetable. Even better, it’s totally uop to you where you want to study. In some cases, classroom environment can intimidate some students. These kinds of students prefer studying in their own room in peace rather than in the presence of thirty odd other students and teachers.

 
       
 
TATA McGraw Hill Education has published India’s first Indigenous book on Visual Merchandising by Swati Bhalla & Anuraag S. An inspirational read containing over 250 pages of photographic examples, case studies & simple instructions on how you can create most profitable displays in your store. To order, write to us at:
mail@anuraags.com
 
Learn to create “Visual Appeal” in your retail store. Studio Atomium offer an online course for every aspirant and budding VM, to assist retailers of all shapes & sizes in understanding the importance of managing their shop, maximizing their space and in turn increasing their profitability. To know more, log on to:
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