It’s quite staggering how much Visual Merchandising plays a key role in retail without the general public/shoppers realising it. From window changeovers to floor moves & presentation to store promotions/pop-ups, most of this work occurs during the night.
In early March, before the Corona Virus lockdown in Dubai, Creative Download returned to work on a retail project with one of its clients. The Jashanmal store group is a household name within the GCC and operates stores in and across the UAE, Oman, Bahrain and Kuwait.
The project was to re-vamp/re-merchandise two of their stores; The Mall of Emirates and Dubai Mall.
Under the guidance of Creative Download, the In-House VM Team worked several overnight shifts to achieve the project. Fixtures were moved around, merchandise was relocated into zoned areas to give that all important shopping experience to the customer. Slow selling lines were removed from the store to make way for new products. Re-merchandising a store through the night is hard work and can be messy with stock left on the floor until it finds a new location, but so much can be achieved by 8am the following morning.
Retail has been experiencing tough trading conditions for some time, so it is crucial that retail stores look fresh, interesting and exciting to the customer. Visual Merchandising is absolutely paramount to the success of any retailer.
Despite creating a floor plan and strategy for the two stores, it’s all about creating something out of nothing and working with what you have, in the space you have. This certainly puts your Space Planning Skills to the test. Quite often the proposed floor plan does not always work, so you have to think on your feet as that 8am deadline approaches.
Although an element of creativity is needed, any floor moves must be commercially viable. Visual Merchandising doesn’t need big budgets. In this case we utilised the current fixtures as well as pulling fixtures from the warehouse/VM studio.
Currently retail around the world is at a standstill and despite the current situation we are facing, there is still renewed vigour within the retail industry with the people I am in contact with and the articles that I am reading.
In 2007/08 the UK was in recession and business was not in a good place. However, we pulled ourselves out and re-invented ourselves. People will always want to go shopping and there is no getting away from that. So, this is a great opportunity to think positive and long term so that they are ready for when the current situation changes.
Creative Download is currently working on several projects that will commence later in the year. In the meantime, do contact us for further information on how Creative Download can help drive your retail business forward.
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