There’s something so exciting about buying new clothes and walking out of the store feeling like you spent a million dollars on them. Sometimes when you see just the right, cozy sweater or dress in a store window, you feel like it’s really calling your name. Wondering what makes a customer walk through the door and into the fitting room? Fashion marketing, fashion merchandising, or most likely both. Fashion marketing and fashion merchandising are two parts of the same overall strategy that makes people want to buy your clothes, shoes, and/or accessories.
You may already know that fashion marketing is about advertising your products to specific consumers. So what is fashion merchandising? It is the art and science of buying, displaying and visually promoting clothing and it largely depends on the placement of the clothes, price, quantity and time. It all adds up to that magical feeling for shoppers when they find the right thing.
Fashion merchandising involves planning, purchasing and placing the actual products you sell in your store. Read on for a guide to merchandising to give your store a unique feel and delight shoppers.
Collect inspiration
Many women's clothing retailers are influenced by other brands, so it's a good idea to start by looking to them for inspiration.
Established competitors and retailers can be great inspiration when designing or rethinking your store layout, in-store and window displays, website design, and overall online presence. Use what you like, leave what you don’t, and customize according to what makes sense for your business.
You can also draw inspiration from brands you have in your store. Check out these sample product photos from popular fashion brands
Social media and platforms like Pinterest and Instagram are also great sources of fashion trend information and visual inspiration, so you can plan your purchases and display your products more effectively.
Take a strategic approach to fashion marketing and merchandising
Once you have some inspiration and ideas on where to go, it's time to get serious about your fashion marketing and merchandising strategy.
Conduct target group research.
When you imagine the average shopper, think about who they are. Ask yourself questions like: where else do they shop, how do they spend their time, what are their interests and aesthetics, who do they follow on social media, and what spaces do they try to avoid?
Stay up to date with fashion trends, e.g. start following fashion industry influencers.
Schedule your email or social media and promotions around seasons, holidays, and special events.
Anticipate and plan your shopping needs at a women's clothing wholesaler.
Tell a visual story with your merchandise
Before you take on visual merchandising, ask yourself a few questions to ensure a coherent visual story. For starters, how can you best present clothing in your store to engage customers? What style, aesthetic, aspirations can you evoke through your displays? Here are some ideas to try:
Let the mannequins and vendors wear the clothes you sell
Combine accessories with wardrobe items to inspire your outfit choices
Cross-merchandising is one of the most effective techniques for increasing sales. For example, create a seasonal women's look by pairing a dress with a handbag, shoes, jewelry, and a coat or light jacket from the current collection. Refreshing these elements is one of the easiest ways to refresh your visual merchandising scheme and inspire customers to make additional purchases.
Create eye-catching shop windows to attract customers
Your store displays make a first impression on new customers and remind previous customers what they love about your brand. They can also inform passersby about special sales, discounts, and events.
Consider color choices, lighting, and the type of visual identity you want to portray. When designing your storefronts, you’ll want to create a consistent story across online and in-store media, but it’s also a place to experiment and have fun.
With this inspiration in mind, it’s a great time to visit women’s clothing wholesalers and shop new collections that will help you create a more engaging visual story in your store.
