This months blog was a hard one. After lots of research and keeping up to date on industry news, we have decided that we don’t need to add to the noise. While there is nothing to report this month we’ll return as soon as there is relevant opinions and views.
The retail landscape is changing and we are yet to see the full effects this changes will have to our industry. At this time our full support is extended to friends and colleagues facing the difficult prospect of redundancies. It is a time to be flexible in our ways of working and thinking. If there is anything we can do; support with CV’s, review portfolios or just to have a chat, we are here. We share that common ground, redundancy sucks, it hurts the purse but if you are coming from a business where the Visual team have been your family, it hurts emotionally. “Remember the role was made redundant, not you” and in the words of Tom Hanks, “This too shall pass.” .
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THE WORLD OF VISUAL - JUNE 2020Building a creative community with the ambition for a future of sustainable presentation. The world has started to open back up, our leisure and social activities have reconvened and we have pivoted to new ways of enjoying old habits. Markdowns and margins are the key drivers to pushing though on back orders of stock, overflowing distribution centres and the need to see profits. Stores are not looking particularly appealing with low levels of product, spaced out fixturing, sale set ups and blacked out windows with posters screaming reductions. Large and small companies have reopened with head office visual teams still on furlough and more and more of the visual community facing the prospect of redundancy. If you are one of those, or know of anyone that finds themselves out of work, we are here. We will openly support you in reviewing your CV, portfolio or just have a general chit chat about how you are feeling and what the future could hold, no charge. We have all been in the same position and can empathise. Remember you didn’t get made redundant, your role did. Footfall remains tough. Last week, Bath’s footfall count was -71% on last year. What we do need to do is make sure that those visiting the town centres are getting an incredible experience. Visually and tailored to each customer, make the customer your best advocate. In support of local trading, last month, Monstera Visual partnered with the ‘Bounce Back Bath’ campaign with an introductory offer for a half a day’s support for independent retailers. Since trade remains difficult we have extended the offer throughout the summer. Markdowns and MarginsMarkdown approach will vary from business to business. With lots of old inventory, the question will be how can you heavily discount without drawing crowds? Smaller businesses could stock hold product but this will result in paying for storage and decreasing margins. The risk to storage until next year is that the fibres in white products turning yellow. An alternative is to amend the current merchandise; cut jeans to shorts, turn dungarees into playsuits, blouses into tank tops etc. The sight of sale product prominent in stores could be around a while due to the anticipated lag in production due to factories being shut globally during the height of the pandemic. A largely discussed question is, “Will brands even go ahead with fall and holiday collections when the climate for sales can’t be predicted amongst the fears of a second wave of Covid?” This week, Paris confirmed they are gearing up to go ahead with the Spring/Summer 2021 show in September 2020. With the talk of digital fashion weeks and virtual shows, could it be the last ever fashion show? Another question that no one can answer is “Could Covid steal Christmas?” Now would normally be the time that fashion retailers would be placing orders for the holiday season. Financial fear for future sales and lack of the money right now could mean orders are placed much later with the risk of items being made and shipped closer to the time and missing the season completely. Many buyers and merchandisers will be working with a blindfold on, switching the approach between the ‘educated guess’ on stockpiling sure winners in their collections / inventory, based on research and previous sales history, and the ‘wait and see’ approach where brands will have to rush the production stage as a trend emerges. TIPS FOR RETAILERSSharing best practices with a community is more important than ever. We pulled together some easy to follow VM principles to deliver an alluring visual environment for the shopper:
2. Layouts should be driven from commercial data and consumer behaviour. React to the customers’ comments and purchases.
3. Signage - remind the customer you are in this with them, you have been through this too, communicate your story while being informative and talk safety.
4. Focal areas entice and tempt the consumer to enter your store and browse your product. Make the lure of your best visual display appeal to their desires and convert to additional sales.
5. Trends emerge and evolve, the customer will be keen to mark milestones.
6. Opening times can be amended to support foot traffic in certain markets. Consider shortening your opening times or open later in the evenings to make the most of the warmer, lighter evenings as your customers will be too.
7. Q management will be a new contender for many with limited capacity in stores. Keeping the customer engaged will be essential.
8. Renovations will have been actioned during closure. Stores will be looking clean with the updates of paint works and wash downs but it doesn’t need to end there.
9. Safety should be the first impression a brand provides their customer. There will be no second chances to make that impression and boost the confidence and loyalty towards a brand.
10. Regulations - have you completed the COVID regulations and displayed a copy in your window? A useful link for all you need to know on public safety: www.gov.uk/guidance/working-safely-during-coronavirus-covid-19/shops-and-branches https://brc.org.uk/news/corporate-affairs/social-distancing-in-retail-stores-and-warehouses/ BUILDING THE COMMUNITYThis month we have had the pleasure to join the British Display Society. We are privileged that Michelle, our Founder, was asked to be a member.
The British Display Society was created to encourage and promote the highest standards of Visual Merchandising, Design and Display, Retail Windows & Interiors, Point-of-Sale Display, Exhibitions and Museum Displays. They are the Visual Merchandising / Educational organisation that ensures VM remains a recognised profession that is alive and kicking in a modern retail world. The Society has increased their publication of the ‘VM Spotlight magazine’ to 6 times a year, meaning they have more space for writers to join their work and build their VM community. We are looking forward to featuring in the September issue. THE WORLD OF VISUAL - May 2020 Building a creative community with the ambition for a future of sustainable presentation. With so many webinars and Zoom calls to attend, it can be confusing to know where to go for advice, predictions and feedback. We decided to change the blog this month - rather than provide advice, we turn to some of our friends and clients to see how they are approaching the return of retail in physical space stores. We have a diverse panel from the retail arena. From a multi channel, global fashion business contending with multi state regulations, to creative master minds juggling large brand demand with a smaller team, to small local businesses that can be nimble and agile in their response. Everyone is talking about the ‘new’ normal, but how about we call it the ‘now’ normal, since whatever we do now will continue to evolve and we’ll navigate the repercussions of COVID for a while. The ReTURN FOR RETAILERSIf you have read anything about retail in the past few weeks, you’ll have heard about the ‘the great reset’. The expectations from supply chain as to when or if the catwalk shows should resume, AI and RIFD to the technology changes that will need to be made to the retail industry. Mary Portas (Queen of Shops) recently coined the phrase ‘relationshop’. It describes the retailer’s connection and how they will be doing their best to understand their role to physically service an existing local community and emotively create a new community online via social media platforms allowing them to directly communicate to their customers.
Safety should be the first impression a brand provides their customer. There will be no second chances to make that impression and boost the confidence and loyalty towards a brand. Consumer confidence towards hygiene safety will be a key factor, second to that it will be customer service and how personal that feels to each individual. The emotional layer of engagement should be infused with the safety message. There is an opportunity to look at fun ways to communicate with people. Pringles has installed floor stickers in supermarkets that also act as a marketing tool. Who knew that 6 tubs of Pringles equates to 2 metres?! Children will start to shop with their parents / guardians, so businesses should think about how to make the ‘now normal’ a fun and less daunting experience. Could the floor stickers be lily pads? Or could you create a game of ‘don’t touch the lava’. The ideas are endless if we apply a little creativity. Safety should be the first impression a brand provides their customer. There will be no second chances to make that impression and boost the confidence and loyalty towards a brand. As stores reopen, business owners will start to rework the space, initially for necessity of replacement for summer stock, expanding walkways and adding hygiene apparatus. But it won’t take them long to realise that the changes could be turned to their advantage. Once their business model has successfully migrated to reflect lower footfall, the use of space will become more attractive, more purposeful and enhance the customer experience. One area we are intrigued to watch is the transition of footfall on the high street. With all the focus on changes to in-store, what will the foot traffic look like outside?
Local councils and businesses will need to pull together and use resources, namely staff, to manage crowd control outside as well and inside their stores. After all the speculation that could be made, it is a case of watch and see, there is no pattern to follow for this one. One thing is for sure, those businesses that get it right will have focused on giving the customer what they can’t get online - inspiration, discovery, curation, community and experience. We heard one story of how a customer pulled up in a parking lot, opened the trunk of the car ready for the sales associate to bring out their collection and the sales associate moonwalked to the car. These little celebratory moments will be what brands are remembered for. Q&AAs stores prepare to open, with so many unknowns, we asked friends and clients to participate in a Q&A session. Each of the panel are playing a part of ‘now normal’. Those that are already trading stores, those that adapted and remained open throughout lockdown and suppliers that are following up on new and existing demands. Each of our panel bestowed a common thread - they are all facing the challenges with optimism. Gemma Bidaudville Accounts Director Millington Associates - Integrated design and production studio, 30 years experience in creative design, production and implementation. 1. What trends are you seeing in window display ideas post lockdown? Simply – a much less ostentatious approach. The overriding message we are seeing is community and familiarity. Brands don’t want to scream ‘we are open’ out of respect, the colour palettes are joyful– the rainbow is clearly a big influence. The language has changed – we aren’t dreaming of the exotic, of far off climes and an escape from our norm, we are focussing on home, new priorities, family, and those increasingly important silver linings. 2. With queues’s expected on the high st and in the mall, especially for department stores, are you considering how to entertain the customer while they queue? Can we expect to see more variety being shown in windows? Windows are a great story teller but the question is once you have seen them, do you look a second time? We think windows will focus on interactivity that potentially changes through the course of the campaign, and tell a story that takes the visitor on a journey through the space available. Movement can create intrigue, and easter egg moments raise a smile. I think you will see a lot of little surprises in the queue on days with heavy footfall, Harrods are always amazing when it comes to their post Xmas sales, they entertain the crowds with performers and treats, so they are definitely a bench mark for this subject. Xmas will be the big test – how are we going to work with large on street queues in poor weather without interrupting the neighbours? I’ll get back to you on this one! 3. How are you adapting the safety messaging for safety in the window? I think safety messaging needs to remain functional, clean, reassuring – it doesn’t need to be overthought or complicated, we all just want to know where we stand, when we can enter, and that the appropriate safety measures are in place inside. Bombarding visitors with a window design that incorporates the safety message, I think, feels overwhelming. We are saturated with the news from every angle, it’s important to maintain the fantasy that windows bring. Keep it simple. 4. With so many brands reviewing budgets and expecting to have less to spend on creative, how do you envision them engaging the customer to their brand? MA. is nearly 35 years old so we have seen similar (not quite as catastrophic!) situations in the market place on a few occasions, the financial crash of 2008 threatened and affected the ‘creative budget’, and the continuous onslaught of online retail has made a huge impact. In a recent webinar via Vogue, Pierre Yves Roussel- CEO at Tory Burch, commented that shopping is a social interaction, (one that right now we would all treasure eh!) much like going to a restaurant – why do we do that when we can cook from home? Physical retail has a place so it’s important this isn’t forgotten in the big budget debate. No experience = reduced footfall = reduced sales – a vicious circle! We think the hot topic regarding the fashion seasons has the ability to slow the industry down so the spend is more considered, and this is key - with more time, you can value engineer, making better use of the budget available. The market was frantic for a while, sometimes campaigns had 1 week deadlines and whilst we at MA are completely capable of delivering this pace, the need for a more methodical approach to protect clients and customers will be the driving force. Less campaigns, delivered with excellence should drive up exclusivity, increasing demand. Looks like Gucci are already leading the way! 5. With sustainability at the forefront of people minds, are brands considering materials they create more versatile props with, props that can be remodelled and reused? Definitely, this has of course been a huge conversation for some time and the current situation, we think, will only accelerate it. Recycled or recyclable materials are not yet as low cost as perhaps budgets would hope due to the process behind them and they aren’t as widely available as you may expect. The slowing down of seasons will play into this, short timelines and a yearly budget split across 8 campaigns instead of 4 doesn’t help the sustainability issue, having the time and budget to explore options is key. From a design perspective it’s important to have this conversation from the outset as it could completely dictate the functionality. We strive to make key displays / props that last to encourage the conversation, and we always ask in pre-production phase, and upon de rig what the brand would like to keep, facilitating storage and repair if required. Many of our clients re use sites and commission us to create a campaign focussed overlay, we work with both Charlotte Tilbury and Guerlain in this way. It’s a great use of budget and less wasteful than creating from scratch. 6. Will the creative budget shift more to in store experience over windows? It’s been shifting that way since the rise in e-commerce but I think there needs to be a fine balance. Physical retail is tangible and that’s important particularly for luxury brands where products are an investment and more exclusive. Bricks and mortar retail already provides consumers with an experience that isn’t available online and windows are often key to this because they are the introduction to what lies in store. Just walk down Bond Street and you will see a battle between the big names, vying to be the forefront of creative, much like they do on the catwalk! For department stores, windows are hugely important to introduce customers to departments they aren’t familiar with, drawing passers-by in and showcasing a snapshot of the vendors who invest in their stores. Shifting budget (that could now be limited) on a big experience could isolate certain consumers within their walls, focussing on their usual window campaigns and 2 or 3 key campaigns a year that spill into experiences in store makes sense? The genius for me, in a department store, is that brands are in such obvious and direct competition with their neighbour that department stores become exciting destinations because the brands themselves have to offer something different, the store facilitates it. Selfridges beauty hall is a prime example of this, rotating pop ups every week and encouraging take-aways, and exclusive products. Emma Taylor Reiss - Vice President of North America - Retail multi channel, global store 1. With the USA stores reopening ahead of the UK. In your opinion, how do you think consumer habits have changed since reopening? There’s a fundamental change to how we all now live our lives so this trickles into how we will now choose to spend our time and ultimately money. We are a generation of people who valued experience, these then built who we were as individuals. Travel, eating out, meeting friends – all experiences that have now been changed in this new normal. Our focus has now shifted to function – how do we work a home, what are the essential things we need to survive. Our consumer habits shifted with this change in behaviour and we will now have to react quickly to make this consumer feel comfortable as they start to edge out of this change – some will react quicker than others so a true understanding of what your consumer now needs is critical. 2. Managing so many different state regulations and staggered openings, how are you working with local stores in the various markets? We ultimately built a new normal operating process with our teams. The main objective was making them feel comfortable and supported coming back into their store. Different states have varied approaches around wearing masks as an example – so ensuring our teams felt comfortable with their own safety and how to approach varied situations they could be presented with was my main priority. Each week we have opened a handful of stores – we host a group video call to go over the details and reopening training, this call also then includes some of the managers now running stores that have already reopened to support with any questions or fears the new teams may be experiencing about reopening their market. They have our ongoing support with anything they need as we navigate this new way of operating. And how are you keeping the brand message consistent with all the variables to consider? We have had incredible communication both within the Brand and customer facing. Throughout COVID we have communicated our support to the frontline workers and now we are starting to reopen our customers are being told exactly how we will be operating to ensure they feel comfortable shopping with us again. We focused our internal conversation on behind the scenes coverage – videos of new safety practices in the warehouse, regular communications from the Directors and our Executive team discussing key business objectives to survive the crisis. We’ve also placed a huge focus on wellbeing to ensure our teams manage their own health and wellbeing throughout this period so they come back to work engaged with how we came back from this – Better, Faster, Stronger. 3. What VM principles have you had to reconsider to reopen your stores? Our main approach has been around store capacity and fixture placement to allow proper social distancing to be upheld in each location. We have also reviewed the way we pull our collections together – what does the customer want to buy from us now they don’t have to work in a formal office or attend a wedding, if they have made the effort to come to a store, let’s ensure they can actually see something that is relevant to their new life. From a signage approach we have branded messages throughout the store supporting our new way of operating – from hand sanitisers at the door, register and fitting rooms to social distancing reminders throughout the store, we want the environment to feel safe while still being premium and relevant for our brand. We have kept a large volume of stock off the floor in it’s original packaging to ensure we touch items as few times as possible, maintaining display items on the floor then bringing customers any requested styles so they can feel comfortable knowing it hasn’t been touched or tried on many times before them. 4. What has been the largest influence on your decisions on the process of how to reopen stores?Comfort & Understanding – if our teams and customers understand the measures we have gone to building a safe environment for them to be in they will feel comfortable being part of it. 5. Have you seen a difference in the customers behaviour in the department store environment vs the stand alone stores? We haven’t had any standalones open yet so unsure how this will go – the first phase for our standalone stores will be curbside pickup so we have added video appointments to our current client service program so we can fully deliver the Reiss Experience despite the customer not being able to come into the store. Items purchased can then be collected or couriered to their home address. 6. There is so much talk about how retail is changing, there will have been things you did successfully previously that worked well, what elements will you keep the same? The biggest factor that will remain impacted coming out of this will be footfall. Without commuters, tourists or even in some cities locals, stores will have to be amazing at driving sales through an existing group of clients. This type of VIP service needs to feel curated and premium in its approach and will be a big focus for all brands going forward. FUTURE IDEASEveryone will be curating a new lens on how they adjust. An example we heard this week was that the beauty industry is favouring the natural look - the pendulum has swung from make-up to skincare. Where previously, difficult times saw the raise of the lipstick, this health pandemic is focusing on self care and wellbeing. People’s skincare is at the forefront, accelerated by people staying at home. This is an example of how any business should use creative problem solving and pivot to their strengths. While stores will have limited opening hours, a small number of people entering a store at a time, regular cleaning regimes, smaller teams, staff wearing face masks and closed changing rooms, we need to think of more innovative ways to serve the customer:
Not all future ideas need to have big investments and technology updates. Smaller changes could be made to your current displays:
With all the talking, discussions, webinars to attend and articles to read, there appears to be a general theme to the focus of the ‘great reset’: COMMUNITY COLLABORATION AUTHENTICITY INNOVATION PERSONALISATION Create an EXPERIENCE SUSTAINABILITY The next few weeks will be key in the pattern of retail survival, but for now, we figure the best thing we can do is be patient, kind and lend the customer a smile as, let’s be honest, we have all missed the connection to people more than anything else. Give them some magic……or a moonwalk! Visit us at https://www.monsteravisual.com/ Contact at michelle@monsteravisual.com Follow us at monstera_visual on Instagram and Facebook We are all finding these times strange, regardless of industry, but I’m sure we’ll find it even stranger again when we go back to the ‘new normal’ and navigate all the changes to public policy and etiquette. In the last few weeks I have witnessed how some of the long-established VM principles that we are so well rehearsed in, have been challenged. This is evident in supermarkets because they are the only stores open to visit! One of they key examples I have used when training people in VM principles in regards to a store layout is, “You don’t put your bread and milk at the front of the store”. Meaning that most supermarkets position these essential items at different locations to encourage the shopper to navigate through different aisles to pick these up, hoping that along the way they will find other items to add to their basket. This is the principle of ‘add-on sales’ where a customer purchases things they were not originally intending to buy. This translates well as a metaphor to stores outside the supermarket and grocery industry.
Results of these kinds of measures would see repercussions. The consumer will become more loyal to one brand or store, choosing to shop in a familiar environment where they know the product layout and can navigate with ease - imagine visiting various stores and having no idea where to find the Marmite! With people less free to browse and having to follow set routes this makes me question the validity of my original proposed principle of splitting up the essential items. For those quick visits and to avoid customer frustration, should the essentials all be grouped together? Should there be cash registers just for ‘essentials’? One thing to consider is how these principles will apply to our homeware, fashion and cosmetic stores if they are reopened with similar restrictions. It is going to take some careful thought and practise to fine tune and ensure this can still offer the customer a credible shopping experience. Businesses will rely on the sharing of best practice within the visual community. Some topics to consider would be:
The retailers that pivot to make the changes will be those that succeed in providing consumers confidence in shopping in physical space stores once again. The consumers’ and employees’ well-being will have to be at the core of their presentation. I have one last thing to think about, it bewildered me the first time it happened - paper receipts. We have screens up at cash registers where the items can be seen through the acrylic, yet the cashier then hands us a paper receipt for a loaf of bread………. Save the paper, save a little bit more of the planet. There is little point in making big gestures if we don’t review the small ones to make up the full picture……… Need help in reviewing your merchandise? We entered this pandemic in the early spring, before Easter, before the sun appeared with its glorious temperatures and before social distancing was even an expression. We will reopen in a new season, in warmer temperatures and with a whole new approach as to how we spend money and time. Monstera Visual is here to help, to share our expertise of predicting trends and consumer behaviour. We support small businesses in managing their space to drive maximum sales potential and to reduce the need of markdown, especially at a time when every penny counts.
THE WORLD OF VISUAL - March 2020 Building a creative community with the ambition for a future of sustainable presentation. Even as we write this post, the world and our ways are changing daily by COVID-19 aka the coronavirus. Day by day, more and more retailers are closing their doors for the foreseeable future, for the greater health of our people, our nation, our world. When all this is over, the need to shop local, shop with friends and family (without the request of a discount) will be more necessary than ever. Field teams and creatives are the first to be axed by many retailers under normal circumstances, but this week we have seen an unprecedented number of freelancers, field VMs and stylists be let go. Once consumers have exhausted the spend online over the coming weeks, here at Monstera, we feel mildly optimistic and hopeful that people will appreciate the need for physical space stores and how they play their part in the social needs of our communities, towns and cities. We are looking at ways to link up with our colleagues and competitors to provide a safety net for the industry we all know. The larger companies will need the talent and skills of VMs to get the customer back in their stores, to keep the merchandise fresh and to support the brand profiling of their businesses. What if the world stopped to breathe for 14 days…………What if……………all the big corporations took the time (while working from home) to:
Is it necessary to work over and above? Or can the workload fit into a paid average 40- hour week? So much of what we do could be deemed as non-productive. It poses the question, why do we all skip to the drum of a 9am-5pm working day? This generates a pool of pollution and stress at peak times, so what is the reason for it? While globally, if you can work from home and you are already doing so, you are taking the advice of governments and congress. We know people who work from home are more productive; they aren’t tired, stressed and out-of-pocket for paying for the transport of a multiple-hour commute. Instead they could be rewarded with more time with family, to exercise or to learn a new skill. A little trust in flexible working hours will go a long way.
Is this is the wake-up call that the big corporations have needed to move into less dense parts of the country, employing locals and enhancing communities? Imagine being able to allow the space for people to be creative in nature, to be able to go for a meeting outdoors while walking, gardening or sat on a bench in the fresh air with inspiring surroundings? We are witnessing first-hand how to use technology at the rate it’s available to us. Having been a user of ‘Zoom’ since its birth in early 2013, having worked with international, multi-time zones, we are an advocate. This week we’ve seen more people and a wider generation start to migrate to the portals of video calls. The future of remote training and virtual conferences is a step closer. A sure way to save time, money and our environment. If we learnt a few lessons from this, what a pleasant, productive and positive workforce larger corporations would have. TECH INTERCONNECTEDNESSSo much of our purchases rely on social interactions, when we lose that privilege, we have the time to reflect on its value. Especially in fashion clothing stores, the knock-on effect of delayed deliveries impacts the production of AW20 and SS21 designs. Inventive solutions will have to made you manage markdown to drive through on current inventory to make way for the influx of ‘last season’s’ merchandise / product. Who knows how and which retailers will recover from this pandemic? Friends and colleagues are seeing the next phases of display installs being cancelled before production, the ripple moves fast. We are adapting and creative solutions are being forged; some of the first examples on a global scale being: Louis Vuitton manufacturing hand sanitizer at all its perfume and cosmetics facilities to donate to French health authorities. The ‘Girlboss’ Rally in Los Angeles is just one event going digital, offering free online streaming to a global audience. Attendees who had already purchased a ticket (which ranged from $375 to $725) for the event on the 25th April will receive refunds. And just like that, it’s Spring. The season of full transformation, regrowth, defined by the Earth’s tilt towards the sun.
THE WORLD OF VISUAL - Feb 2020Building a creative community with the ambition for a future of sustainable presentation. We set out for 2020 to commit to an inspiration trip once a week. Whether it is combined with a supplier or client visit, an exhibition, a trip to the coast or a new city, we aim to open up our creative consciousness. The only requirement is to spend time observing the surroundings and collecting information. It is about feeding our personal, visual archive of memories, thoughts and ideas, since all creativity starts with an observation. Something as ordinary as a tree during a particular season, a shadow or a bird can evoke extraordinary ideas in the future. February saw visits to the Gower, Swansea for some fresh air and some ocean waste collection, where we couldn’t help but be inspired by the colours washed up by the sea.
EUROSHOPThis is the world’s largest trade fair for retail and the most relevant platform for the global retail community when it comes to trends, inspirations and networking. Many exhibitors presented retail solutions with a sense of responsibility. Sustainability was a hot topic. We had the pleasure of meeting a number of new suppliers:
Bonami Mannequins used the event to preview their new ‘future mannequin’ that promises to be 100% recyclable and sustainable. Handsboot Mannequins provided an interactive space with their team dressed in white lab coats, on hand for conversations. They have successfully experimented with materials such as bio-sourced resin and renewable PE, aiming for 100% biodegradable PVA prototypes. 100% certified factories and materials. 100% recycled packaging. They have introduced end-of-life and second-life programmes for mannequins to be re-used in museums and educational institutions. By far the best stall exhibited was by ‘Proceeds Chenel’ with their paper-crafted jungle. Monstera leaves where part of the over-riding design and our captivation. We caught a conversation with Philipp Beck, CEO of Atelier 522, a creative agency of architects, interior designers, product designers, graphic designers and photographers. He highlighted that the agency is hearing brands expressing the need for flexible concepts that can be reconfigured, be it bricks and mortar stores, pop-up spaces or exhibition installations. He spoke of how the customer is increasingly educated on the cradle to cradle journey of their purchase. The consumer wants to go to a store to learn something; they are keen to understand how the product is made. As the presenter, can we show the customer the story? How do we get them to feel part of the creation? All in all, a successful trip with the exception of the low proportion of visual merchandising and creative business-generating ideas. There was also a lack of women guest speakers on the agenda throughout the halls. There’s always next year………. EXHIBITIONSWe all collect a visual archive differently. We each build, over time, a process that suits us individually. Often people sketch or write down the idea or use a cork board to easily have visibility to their thoughts. Personally, I started with magazines, hundreds of magazines torn and meshed into scrapbooks until I started to live a nomadic life, moving across countries / states of USA every few years and had to rethink my methods. The digital age has brought us the luxury of taking photos of things that spark joy and we have numerous opportunities to create our own libraries, be it Pinterest, apps, a hard drive or simply in our camera roll. It was a delight to see the scrapbooks of Tim Walker at the V&M exhibition; the magazine tears, combined into mood boards that start as an idea, evolve and becomes relevant in future projects. The exhibition itself is curated by set designer Shona Heath. It captures the bewitching, fantastical, fairytale, magical world of the inventive photographer. The exhibition itself is curated by set designer Shona Heath. It captures the bewitching, fantastical, fairytale, magical world of the inventive photographer. PUBLICATIONSWhile many department stores and fashion retailers desperately search for ways to appeal to customers, bookstores are somehow attracting large troops with little effort. We are actively seeing bookstores come back to life with sensational designs and a focus on the environment. Many stores are incorporating comfortable seating areas or opening coffee shops within the space, building on the customer experience and brand endorsement. This pays leverage to the age old testament about keeping your customer in store longer; the longer they spend in store, the more they are likely to spend. Trigger the emotional response ahead of the conscious, rational part of the brain becomes aware of what is needed vs what is liked. Quite simply, books provide us with less stress so it’s no surprise that the number of independent bookshops on UK high streets has grown for the second year running.
THE WORLD OF VISUAL - Jan 2020 Building the creative community with the ambition for a future of sustainable presentation
COLOURColour joy is often a hashtag personally referenced and used when the team has posted an image on social media. A description that sparks joy and warmth in the moment a particular object is observed. Most often in street art, the combination of certain colours applied to a ‘non soft’ texture does something to the creative energy. Each of us is unique in our likes and dislikes and there is never a comparison when it comes to creative output. A mood-board is often our first ‘go to’ when working with clients, whether it is for a product launch, rebranding or a seasonal update. Everyday items make their way into our creative hive, the combination of colours, textures and shapes all contribute to the presentation. Next time you feel that spark of joy when observing something, look beyond it and see what connects the feeling? What’s the experience in that moment? Document it. It might not be useful to you now but it could be an idea that evolves and becomes relevant in later projects. ROMANCING WITH WORDSROMANCING WITH WORDS Whether it is the amount of reading we did over the holidays or just it is just the time of year, we have been having a moment of romancing with words at Monstera HQ. It has become a game of name a word and play with it, with the aim to evoke our sensory cylinders. One of the most recent is Ethereal. WORDS: Magical / Haunting / Calm / Energised / Shadows / Moist Laden / Fragile / Dainty OBJECTS: Woodlands / Moonlight / Ferns / Fairies / Tree Trunks / Bark / Birds COLOURS: Lush Green / Iridescent / Ocean Green / Hickory Brown / Lunar / Peacock Blue / Azure / Emerald Play the game. Recognise the colours, objects and emotions the words below form within your imagination. Drop us a comment or message and we’ll look to create mood-board with your visions. Other words that evoke emotion……… Ephemeral WORDS: Regenerative / Seasonal / Positive / In Motion / Circular Transparency WORDS: Honest / Raw / Pearl / Reflective / Liquidity / Clouds / Exposure Elemental WORDS: Primary / Fundamental / Roots / Radical / Progressive Vision, Sound, Touch and Smell can all be imagined with the impact of the right words. All of these create the basis of a brand profile, a visual strategy and marketing profile. Evidence shows, improvement in customers’ emotions increases loyalty. A significant customer engagement is the sure fire way to keep customers returning. COMMUNITYWith a focus on promoting ‘shop locally’ we have been engaging and connecting businesses in the wellbeing sector. We have had the pleasure to be a soundboard for creative ideas on re-branding, discussions around multiple progressive business opportunities and promotional content with a number of businesses - from those concerned with food and nutrition to exercise and mental health. SOUL SPA - Madeline Blackburn has created a dedicated space for meditation and mind-body therapies in the centre of Bath, UK. The mission is to give people the tools to manage their thoughts, mind, emotions and behaviours for optimal mental, physical and spiritual well-being. WEBSITE: www.thesoulspa.co.uk FACEBOOK: https://www.facebook.com/thesoulspa.co.uk INSTAGRAM: @soulspa.uk RUN BATH - Angela McAusland provides a range of running programmes, weekly group runs and personal run coaching for all levels. Based in the heritage city of Bath the running group is suitable for all abilities with the emphasis on having fun while running. WEBSITE: http://www.runbath.co.uk/ INSTAGRAM: @run_bath_uk FACEBOOK: https://www.facebook.com/RunBath/ SAPLING COGNITIVE BEHAVIOURAL THERAPY: Hannah Byrne offers specialist child and adolescent CBT, treating a range of anxiety and mood disorders. She has a specialist interest in Tourette’s syndrome and developmental trauma. What is unique, about her is that she offers therapy in the setting a client feels most comfortable in, this can be their home, school or one of the clinics. Hannah holds weekly clinics in South Bristol, Bath and Chew Valley. Call 07969593184 to arrange a consultation. Contact details: https://www.psychologytoday.com/profile/708769 WEBSITE: www.saplingcbt.co.uk FACEBOOK: https://www.facebook.com/Saplingcbt/ INSTAGRAM: @CbtSapling LINKED IN: http://linkedin.com/in/hannah-byrne-a6628bb2 It has been our focus to ‘bring back art’ within communities, providing accessible, welcoming spaces that allow children and adults to simply “create”.
We have found some organisations that focus on sustainability, that provide scrap materials for charitable donations. This is a step in the right direction for the future of reusable resourcing in the visual presentation we hope to achieve. THE WORLD OF VISUAL - Dec 2019 Building the creative community with the ambition for a future of sustainable presentation Inspired creativityWe have featured some of our favourite windows and displays during the last couple of weeks on our Instagram stories and will continue to do so. Who doesn’t love a bit of daily inspiration? Dior - a personal fav - the laser cut intricate design in white, gold and blue really captured the brand’s interpretation of Christmas. Saks - light and musical show is a crowd puller every year. The show, on rotation every 10 mins, stops the traffic for herds of people - all with phones out watching and videoing the spectacular. The windows this year are inspired by Frozen 2. The Conservatory, Hudson Yard, New York - the over use of candles and wax in a vibrant rainbow of colours formed the lead-in fixtures whilst also hanging from the conservatory-shaped entrance. Forty five ten, Hudson Yard, New York - has a small nod to Christmas, but with a shop fit so well executed it doesn’t need additional ‘fuss’ to ensure it is a stand out for concept evolution. With differential fixturing used for each product type and alluring chill-out areas to ponder your purchases, this store is a well thought-out experience, which many department store retailers could look to for inspiration. Anthropology – their use of wool and yarn for pompoms and wrapping wool around words in large scale hints to childlike, authentic and homemade winter decorations. Nordstrom, Womenswear, New York - opened in October 2019 with much anticipation. Knowing colleagues that have worked on the project for a length of time, it was great to physically visit to see all their hard work. The store was a buzz of activity. With some well-know brands such as Nike and Burberry carving out their own space for shop-in-shop experience and providing social-media worthy content. This is proof that store concepts are the new art. Louis Vuitton, Greene St, Soho, New York - we can’t talk about stores becoming art pieces without mentioning this newly designed store by Peter Marino to resemble an art gallery. While the flagship stores of the world see (literally) an explosion of colour across their store fronts, this one has been redeveloped with a reflection of the 2054 collection. Creative Spaces with a sustainability focus
Networking with the future of Retail
While in New York we also met with Director and Founder, Ben Needham of Bespoke Retail Solutions based in the UK. As well as putting the world of retail to rights, we also discussed how visual merchandising techniques have had to change to ensure bricks and mortar stores are the place for generation z to find their stress relief from technology. All good content as we enter a new decade. 2020 is set to be a strong year of partnerships and progression and we are excited to say, we are just getting started!
Thank you for you investment in 2019. Stick with us as there is plenty more to come. Wishing you all a kind and calm start to the new year. THE WORLD OF VISUAL - Nov 2019 Building the creative community with the ambition for a future of sustainable presentation
Recap - Autumn Winter 2019Spent time on the past month’s Instagram stories reflecting on the round up of Visual Merchandising trends and techniques of AW19 seen in New York City and London during our inspiration trips this season: Windows - Bold / Juxtaposition / Branding only / Personalised to location / Repeat messages of the storytelling from marketing campaigns Theatrical Entrances - Broad consumer appeal / Connection to emotions / Digital Innovation - Space / Mannequin size variation / Gender neutral styling & merchandising / Videography on tables & bases / Tech over paper resources for POS materials / Art installations Navigation - Multifunctional space / Product positioning / Wall merchandising only / Space Interactive - Inclusive / Photographic / Evoke senses / Technology Personalisation - Monogram in the moment / Localisation in use of language / Alterations Engagement - Lounge space / Lifestyle / Marketing connection Merchandising - Modern luxe / Camping inspired / Lifestyle tables Styling - Twinning / Print mania / Tonal story / Colour balance / See it, Buy it / Silhouette Concept - Stairwell as centre point / Raw materials / Layout & zoning Photos are available in the highlights on our Instagram page @monstera_visual Review of the BusinessIn the 6 weeks since launch we have managed to secure an Instagram following of 100, not much in the grand scheme of things but enough for us to be grateful for all those that have invested in our journey so far. A heart felt thank you. Please continue to share our social media - it inspires us to create more interesting content.
We’ve made a little time to review our brand values this month with the support of an accountability partner. We’re always looking to evolve and grow from our key learns. We would be lying if the marketing part hasn’t been the toughest learn - still not feeling we are completely comfortable with it, but also know the day we are cool with it, is the day we need to up our game. The steps we have made to really hone in on our brand’s values that speaks to our clients and support our freelance community that join us, have really reminded us of who we are and why we do what we do. Check out the new focuses on the ethos page of www.monsteravisual.com Reconnect - Sustainability NetworkingWe’ve connected with fantastic brands over the last few weeks. Check out the ever-growing community driving business with a focus on ecological balance without compromising the visual experience of the consumer.
Frond is in the early stages of plans to launch in early 2020. Founder Joe Allam is creating enriched environments for plants and people through beautifully designed and meticulously crafted, easy-to-use products that encourage and inspire the relationship with nature. Look out for a Monstera x Froud collaboration in the near future. Richard Potts of www.firesidesummit.com shared some key learns of combining technology with sustainability. Following the success of 2019’s festival he is preparing to launch the tickets on 1st Dec for the next festival in Sept 2020. Instagram, Facebook & Twitter: firesidesummit B8ta has launched Shop Forum on Melrose Ave in LA as a store stocking sustainable brands. The mannequins have been sources from Italy as biodegradable; such is the attention to detail, even the cleaning products have a respect for the planet. The team are super passionate about the future of the brand, it’s certainly one to watch… Instagram: shopatforum ‘Tis the Season
The World of Visual - Oct 2019building the creative community with the ambition for a future of sustainable presentation Retail InnovationThat same week we saw the relaunch of Levi’s Trucker jackets with Jacquard powered by Google, retail innovation at its finest. Is this the start of merging fashion and devices……..? How amazing to be able to gesture with a swish of an arm or a tap of your wrist to answer a call, change the music or send a text. The visuals for the launch were simple, a takeover of 17x13 square foot at the front of the Regents St, London store. Neon symbols we all know and recognize in an instant, campaign imagery and a brand specialist wearing the jacket to talk through the demo in 3 easy steps. The merchandise was like a shadow to the presentation with only 30 physical jackets on show in the space. There are 500 jackets and devices available in the UK, retailing at £175, the most affordable combination of tech meets fashion to date, creating the buzz for a must-have item. Could this be the curve of change as we head into 2020? With the company set to move technology into our everyday items in the coming months, will we all wish to purchase one to look crazy as we talk and gesture to ourselves as we walk the dog, step off the subway or do a dance as we order our morning coffee from the cute barista? Combining Tech, VM with SustainabilityLooking at VM of the future, I visited the offices of Far Fetch to understand how ‘online’ market places are optimizing the need for VM and how its transferable skills cross into multi-channel business. This relatively small company has on-point values and speaks ‘positively’ with policies focused on: positively cleaner, positively conscious, positively circular and positively changing. As a non-inventory business they are only selling to demand with no waste in production or transportation. Sustainable NetworkingEach of the panel of speakers shared the same desire to be sustainable. Sophie Rae, founder of ‘Ripple’, an ethical lifestyle store spoke with passion for paving the way for the future of zero waste.
Lauren Saunders of ‘Wild thing’ Cardiff, a plant-based cafe with social goals, shared the highs and challenges of social media marketing and customer feedback, and the impact Instagram has on her business growth. Many words stuck with me from the night, but the most simple and relevant were: “Where can I get it cheaper” when really we should ask, if we want to protect our world, why do we question the expense on our purse? So many do focus on expense, especially when attempting to reach customers through attractive POS and rotating displays. This is one to consider as we move into holiday season with Halloween, Thanksgiving and Christmas all approaching. Do you really need ‘new’? Could we get creative and refashion last season’s props? And how can technology play its part in the future to save your purse and the planet at the same time?! |
Michelle Clark
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