Store layout.

This post analyses marketing strategies of Stradivarius in terms of their visual merchandising and product displays in physical stores for the Parsons x Teen Vogue course.

Visual marketing is not only intended to tell a brand story, but to optimise the retail store and product displays for maximum revenue. 

When we take a fist step into the Stradivarius store we appear in a relatively empty space, which is called the "decompression zone". This helps the customers to transition into the store and allows them to fully immerse themselves into the shopping experience. 

Our eyes are then greeted with the display of mannequins and tables with cleverly placed items on top. This particular display employs the rule of three, which plays with the allure of asymmetry. When our eyes see a symmetrical, algorithmic pattern, our brain can interpret and understand it almost immediately and we lose interest. However, when faced with a non-symmetrical or complex design our eyes linger on such objects longer in an attempt to decipher it. Therefore this rule ensures that the dislayed garments will be surely noticed. In this example, three mannequins of different poses are displayed. Mannequins showcase the outstanding points of a garment in an entire outfits, suggesting to customers how to wear particular items, which helps customers with their decision-making process and perhaps makes them more likely to purchase the full outfit. 

As 90% of people turn right when they walk into a store, that's where the so-called "power wall" is located, which usually displays high demand products or new arrivals to ensure those will be seen as well.

The store is of a spine layout with aspects of a loop. Beyond the focal front display is a central pathway ( a spine) from which more displays branch out to each side. With changing rooms in the back of the store and checkout on the front left side, customers are in a way forced to walk through the entire store, potentially finding more products that pique their interests, which is a definition of a loop display.

The combination of such marketing practises, makes for a successful shopping experience for both the customers and the brand, as these practises are not aggressive and rather subliminal. After all, the best way to convince somebody to do something for you is for them to not even notice your intention in the fist place. 

See you next time!