VMSD - July 2012 - (Page 4)

FE FROM THE EDITOR The “Ah” Moment Tap into the power of visual merchandising to translate emotions into sales. 11262 Cornell Park Drive Cincinnati, OH 45242 P: 513.421.2050 | F: 513.421.5144 vmsd@stmediagroup.com | VMSD.com Call it the equivalent of stopping shoppers in their tracks, but during the judging of VMSD’s 2012 International Visual Competition, there was an “ah” heard around the room when images of this year’s Best in Show project were projected onto the screen. As our distinguished panel of retailers and visual merchandising professionals continued to “ooh” and “ah” over the submissions from around the globe, the comments started to flow: “Beautiful composition.” “The lighting is fantastic.” “I love how it creates a story.” If your in-store merchandising displays and store windows aren’t eliciting the same types of responses from shoppers, then you’re missing the mark – and the sale. “It’s all about the product,” says David Hogrefe, managing director, Fitch (Columbus, Ohio), and one of this year’s judges. “The visual environment enhances the sale.” For inspiration, turn to page 14 for VMSD’s trend report on visual merchandising, followed by our official presentation of this year’s competition winners. You’ll find even more images online at vmsd.com. To create your own jaw-dropping displays, our judges remind retailers and designers to think like a customer to see if your visual strategies are making it easier to shop your stores. They also caution against falling back on your old, pre-recession ways of speaking to them. Ask yourself, is it effective now? Are you overwhelming consumers with too many ideas, or providing them with a fresh, edited assortment of products displayed in an eye-catching manner? After spending a day this past May choosing their top picks, our competition judges sat down for one last round of arm wrestling to pick the Best in Show. Judges felt what stood out in the Nobis Concession project for Harrods (London) was the overThis is VMSD’s 18th year presenting the industry’s all innovation and creonly competition dedicated solely to visual merchandising. Want to get in on the action? Email ativity, from the ice-cave me at anne.dinardo@stmediagroup.com and I’ll make themed environment sure you get details on next year’s competition. and the “melting” floor graphic to the authentic antler detailing on the fixturing. “It introduces the line in a creative, grand way,” says Brent Hodge, owner, Creative Thought (Cincinnati), “but it’s also shoppable.” And that’s the moment when that dress, that new accessory or that pair of shoes goes from a product on the shelf to an item in your customer’s shopping bag. EDITORIAL Editor Anne DiNardo anne.dinardo@stmediagroup.com Senior Art Director Kimberly Pegram kim.pegram@stmediagroup.com Associate Editor Robin Donovan robin.donovan@stmediagroup.com Editor at Large Steve Kaufman steve.kaufman@stmediagroup.com New York Editor Eric Feigenbaum European Editor John Ryan, London SALES Publisher U.S. / Canada Murray Kasmenn murray.kasmenn@stmediagroup.com P: 770.578.2577 Business Development Manager International Patricia Iannelli patricia.iannelli@stmediagroup.com Via G. Rossini 16, 21100 Varese, Italy P: +39.0332.240285 C O R P O R AT E President Tedd Swormstedt Design Group Editorial Director Kristin D. Zeit Audience Development Director Christine Baloga Production Coordinator Keri Harper Book Division Director Mark Kissling Reprint Information 800-925-1110, ext. 399 4 JULY 2012 | vmsd.com WHITN EY HA RROD, CIN CINN ATI SUBSCRIPTION SERVICES P.O. Box 1060 / Skokie, IL 60076 P: (847) 763-4938 / F: (847) 763-9030 VMSD@halldata.com http://www.VMSD.com http://www.vmsd.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - July 2012

VMSD - July 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
The Wow Factor
Brewing at Starbucks
Timeless Elegance
In With the New
Showroom - Mannequins
Showroom - Props & Decs
Ad Index
Checking Out

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