Through a special arrangement, presented here for discussion is an excerpt of a current article from In-Store News, a U.K.-based online news portal specializing in retail marketing and design stories.
Visual merchandising can be the make or break between drawing idle passers by into the store to spend money, but visual merchandising budgets are often the first to go says one supplier to the industry.
The challenge facing retailers is how to continue producing impressive displays with a diminishing budget.
"The current climate requires a 'less is more' approach to props to create a fun display to launch the new season and product on a small budget," said Karen Taylor, visual merchandising manager at Cath Kidston, a housewares, fabrics and clothing chain in the U.K.
"Whilst the principles of visual merchandising should never fundamentally change, during more difficult times the focus becomes much more on value for money," she said. "When times are tougher, irrespective of who it will have impacted on, the public are less likely to want to see stores spending money on expensive and lavish window displays and are more likely to applaud good use of recycling or the use of every day items."
The latest Cath Kidston window displays being installed this week incorporate inexpensive everyday items such as brooms and buckets to display a range of homeware items, which Ms. Taylor says is no less impactful than a more expensive display would be.
The retailer has also kept costs of its displays down by reusing props that had been in storage instead of investing in new items.
"By keeping the display simple and cost effective, we manage to show an awareness of the economic climate without compromising on visual impact," she said.
Dorothy Perkins, a U.K.-based women's fashion chain, changes its window visuals once a month while it tries to refresh mannequin outfits every two weeks. Because the chain has stores on every high street, it needs to continuously revitalize the displays because it's dull for shoppers to pass the same display time and again.
"Passers by want to see some change, not the same window for a month," said Dorothy Perkins creative director Jacquie Gray.
Dorothy Perkins is seeing a different kind of customer coming into stores in recent months as shoppers react to the credit crunch. As shopping habits change, the task of visual merchandising is to portray what the brand stands for and emphasize the affordability of the products.
Its window displays currently feature a range of outfits, all accessorized with the same pair of shoes. While it is a longstanding policy of Dorothy Perkins not to put too many different shoes on mannequins because it overbalances the displays, at the moment it appeals to the credit crunch mentality.
"People are spending less but still shopping. We're seeing an influx of upmarket shoppers who are looking for more affordable fashion and trading down. We're looking at how we can make ourselves more appealing," said Mr. Gray.
Discussion Question: How should visual merchandising techniques change during difficult times? Does visual merchandising become more or less important during downturns?