The fashion world is riddled with everything from designer dog collars to designer diapers, things that my dad would not-so-delicately refer to as “a waste of money.” Yet, these products must draw in some significant wad of cash or else they would no longer be on any store shelves. So, how do these supposedly extravagant products find their way into shopping bags across the country? Two words: visual merchandising. That’s right; something as simple as the way products (any product, not just the ones that seem to be a waste) are placed in a store makes people more likely to buy them. So, naturally, I decided to check this out…
…and it totally holds up. Just look at this picture:
The way the mannequins are set up, the way the racks of clothing frame them, heck, even the garments chosen to be on those exact racks were all strategically executed. Stores want people to buy as much as possible so they organize products in ways that mirror real life and make picking up another piece easy. These mannequins are posed like a real picture, making them relatable to a passing customer so that the customer can picture herself wearing their clothes to make her want to buy them. The racks that frame the mannequins contain some of the clothes that they’re wearing mixed in with others not on the mannequins. It’s only logical that garments are placed on racks near the mannequins that are wearing them. However, this also makes people more likely to buy the other clothes as they would see how well they match what’s already on the mannequins.
I also believe, putting some of the mannequins’ clothes on other racks would be an effective merchandising strategy. It would draw people further into the store and make them see even more clothing not on the mannequins.
The next time you hit up your favorite boutique, or even the next time you stop at a gas station, pay attention to where products are placed. You may be surprised by the trends you see.