My Approach to Display
What is VMD?
VMD stands for "Visual Merchandising," which refers to a system (or the person who implements it) for creating sales floors that make it easy for customers to see and buy products, thereby promoting sales.
Specifically, it refers to creating a store that appeals to customers visually by reviewing the interior design and the placement of mannequins.
What is VP?
VP stands for "Visual Presentation," which is the concept of putting the brand's concept and image at the forefront to create a reason for customers to visit the store.
In VP, particular importance is placed on the displays and show windows
that face the store's aisles.
Besides that, there are also IP and PP, which
almost everyone involved in fashion
knows and keeps in mind when creating a store.
When I was assigned to a shopping mall,
most of the staff were so busy with tasks
that they wouldn't go to talk to customers.
Even when customers approached them,
although they could answer questions,
the conversation wouldn't continue.
"Why don't you go and assist customers?"
"Because if they ask me various things, I won't be able to answer."
They are bad at customer service.
The reason they don't provide service is
because they can't answer customer questions...
I see.
So that's what it is.
I imagine that the store managers of shops
with staff like this
are thinking of doing lots of role-playing to improve their customer service skills.
What I did when I was a store manager
was to align the store layout, displays,
and all presentations with the staff's perspective
when creating the store.
From VP to PP,
from PP to IP.
The products to be put on the main display are ones the staff
likes—'I want to wear this'—
styling using such products.
This blouse, you see.
If you pair it with this skirt,
it creates an elegant image,
so it can be used for commuting,
and if you pair it with denim, it's a clean casual look
that you could wear on your days off.
So then,
what kind of shoes would you want to pair with it?
If it's a slightly cold day, what kind of outer layer should we pair it with?
While listening,
the range of styling expands more and more,
and stylings for various situations
pop out
as ideas from the staff.
While incorporating that into the store layout,
I want to make this blouse stand out, so
I'll place it in the PP.
As for the bottoms you want to pair with it,
I want to show variety, so that's an IP.
A customer stops at the VP and
enters the store.
They pick up a blouse from the PP.
"Now, how should I approach them?"
"If I do that, what kind of products should be on this rack
to make it easier to recommend?"
"How should I recommend it?"
"What would you do if they said
they already have clothes with a similar design?"
Asking the staff questions and
having them think of the answers
Deciding on the product layout
based on those answers
"Can you think of three things you like about this product?"
"What are some things about this product that aren't quite as good?"
Since we share the answers that come from
several staff members in response to the questions,
the sales talk used to explain the products
increases.
Instead of the customer leading,
the staff leads them to the back of the sales floor
"How did it go when you served the customer?"
While checking the customer's movements
and the staff's movements,
and asking how it went
after actually serving the customer
we revise the layout
When you stand in the store
for a long time, like eight hours a day,
the atmosphere in the store can become
a bit heavy due to the difference between staff
who are good at customer service and those who are not.
What can we do to create a store
where everyone feels that customer service
is fun in the same way?
Making it easy for customers to see and buy is,
of course, a major prerequisite,
and if we cannot express the brand's worldview,
it will not lead to customers entering the store.
However,
a store where staff can firmly track products
from their perspective
allows them to take an interest in the products,
and naturally acquire styling skills
and proposal skills.
Even if you say it's because you worked hard on delivery today,
ultimately, serving customers yourself
and having them be happy
leads to the staff's confidence.
I believe a store is
a stage.
The shopping scene that unfolds
between guests and cast members on that stage.
Where should I place the tool known as the product?
What kind of dialogue is needed at that moment?
It is not just about creating a store with products,
but imagining and directing the scenes
that unfold on the stage of the store.
That is my approach to display.
PP stands for Point Presentation, which is the concept of placing recommended or popular products in highly visible areas to create a flow of movement within the store.
The key is to use mannequins or similar displays to capture the customer's interest.
IP stands for Item Presentation, which is the concept of creating an environment where products are easy to pick up.
For example, arranging similar products nearby so they can be compared, or displaying colors and sizes in an orderly fashion, is effective for encouraging purchases.