For the fashion merchandising course of my Parsons x Teen Vogue class, I explored Retail Marketing and how it works. In this assignment, I visited my local Urban Outfitters and analyzed some of their visual merchandising strategies.
On the main floor were beauty/skincare products and smaller accessories, which were positioned by the registers, presumably to prompt last-minute impulse buys. The ground floor also had some shoes and women's clothes, especially the newer styles. The second floor up had lingerie, home decor/books, and menswear, as well as other tech accessories. The changing rooms were also on the second floor. I infer that they are placed upstairs so that customers will have to walk through more merchandise that could possible catch their eyed increase the amount of items being purchased. The sale racks were located by the stairs.
The marketing at Urban Outfitters began with the ambience that they created in their store. The store had lots of exposed wood (giving it a cool, homey feel), warm lighting, and popular music playing. They employed the technique of pairing 'like with like' by displaying similar fall sweaters on the same rack. They also used the strategy of 'show, don't tell' in their Calvin Klein section. They showed customers how activewear from the brand could be incorporated into streetwear and casual outfits by using mannequins as examples.
One particularly compelling display that I encountered was right at the front of the store. The display used popular fabrics such as velvet and interesting jewel tones. I like this display because I could easily visualize many different outfits using just the items used in the display. For example, the fuzzy knit sweater could also be worn with the second blue top or even the pink crushed velvet dress. The display is effective because it will make consumers want to buy more items in order to pair them up in the ways that they imagine looking at the arrangement in the store.
Hopefully you enjoy hearing about a few of my assignments...more to come!