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April's
Articles for Giftware News:
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Merchandising By
Color
Merchandising by color is a good way to pull a store together
to give it a cohesive look, as well as locating things that can
be purchased together close to each other:
Customer: "Do you have a scarf that matches that skirt?”
Retailer: "Yes I do, and here it is!"
This is a simple thought, but it is actually not done that frequently.
People prefer to organize by other common denominators rather
than color. However, when I watch my customers, looking at a collection
of tablecloths, for example, I always notice that what first attracts
them is color—that is what they reach for—what they
gaze at—what stimulates them.
It is important that your displays are geared firstly to what
people are attracted to, and secondly, to the needs of that item
(as in the case of our tablecloth—most important is to show
a beautiful color—that is what inspires the customer—then
you must have it available in the right size for her needs.)
When buying, try buying in color themes and build your items around
those themes. If you are buying table linens, you will want to
add tabletop—dishes, vases, candles and candlesticks in colors
that will complement your table linens.
When you combine a color story (say blue and yellow) with a design
theme—say "South of France,"—you can create
a merchandizing message with a lot of power. It creates a picture
for the customer of place and time that helps her to appreciate
the product displayed.
If you think of the South of France, warm yellow sun and bright
blue skies will come to mind, as will rustic handpainted ceramics,
and feasts laid on vivid tables. When we think of France, we think
of good food, and good food means entertaining. In the gift industry,
that conjures up all of the decorating elements that combine to
make summer entertaining so fun. South of France can also mean
lavender fields and lavender soaps, and your colors and displays
can take this direction.
So, think of your themes and colors before buying. Be open to
the influences you see while shopping, but take some time to organize
these ideas at some point during your purchasing under your colors
and themes and it will be easier to round out the balance of your
purchases to fit under your themes.
When you choose your color themes for the season, be sure to allow
some variety in your selection—even though you may make your
major investment in the yellows and blues of Provence, you will
want to be sure you have some other minor color themes to balance
these and to offer some choice for your customers.
If you have cool colors, make sure you also include some warm
colors.
In the wedding season, you will want to have ivories and whites
(and layers of ivories and whites can make a beautiful color story
too).
I will also remember with horror one year more than 25 years ago
when Red and Turquoise and White were heralded to be the colors
of the season. We bought almost everything in red, turquoise and
white. Unfortunately, so did the rest of the world, and we didn't
look special or unique. For a small shop, this wasn't good, and
those 50 percent off signs went up way too soon!
I have never made that mistake again—of blindly following
someone else's fashion dictum.
So remember—your shop, your colors your themes, are also
about what you like and what your customer has told you she likes.
Check back on that as a guideline for the variety of colors that
you offer.
Paint—if your shop needs a facelift—there is nothing
cheaper or more effective than paint to brighten and change your
store.
Closing early a few evenings in February may be all you need to
freshen your cash desk, changing rooms or walls. Plan an annual
refurbishing with color to keep your shop looking up to date and
fitting with your new merchandise. Set yourself a small budget
for paint and painters (you perhaps?) and a tight timeframe, so
that you don't get carried away—and add an element of color
surprise into the store.
Then when your new product arrives, the stage will be set!
Lights, and music please!
April Cornell
Burlington, Vermont |
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