For years, visual merchandising was solely the domain of brick-and-mortar stores: and why not? The process of exhibiting a store’s wares has traditionally been used to draw in foot traffic and establish a narrative from piece to piece to give the collection overall cohesion – not to mention promote add-on sales by demonstrating how everything fits together.
However, with sales and strategies becoming increasingly digital, it’s worthwhile to think about how these visual merchandising techniques translate not just to sales, but to the online space. We spoke to designer Whitney Pozgay of Whit NY to get her take on what makes effective visual merchandising, online and off.
- • It’s important to make sure you have a list of five words you want each collection to hit so you have a consistent message. For example: soft, whimsical, and colorful as a starting point. I’ll then try make sure that each item hits at least two of these words. This is a good rule to apply to social media as well.
- • Picking one color palette and sticking with it is key. You shouldn’t have multiple shades of the same color in one collection. Otherwise, it can come off as a mistake.
- • Regardless of whether it’s online or in-person, giving the eyes a place to rest is a must. Make sure that there are some solids to pair with prints and texture.
- • Don’t go too wide. A tight offering that is well-merchandised is better than a larger one that is all over the place. Editing is important.
- • Online, bolder is better. Graphic prints and patterns stand out, while dark solids or subtle textures can read a little flat on screen.
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