Visual Merchanding 101 by Contemporary Handmade Alliance

Visual Merchandising

101

A guide to making your craft market stall standout from the rest Series by Elizabeth {insert last name} from Walk Among the Birds for the Contemporary Handmade Alliance.

Introduction As a crafter, sewer or artisan, you work hard to create original and inspiring designs and products. So come market

“IF YOU DON’T SHOW IT SOME LOVE, YOU WILL NEVER SELL IT”.

day, that hard work and tenacity needs

Now, odds are you already love your

to extend a little further (past the early

product and you have put tireless hours

wake up call and long day) and stem all

into

the way out across your market stall.

business, but you have to let that love

creating

and

branding

your

show come market day and adopt some For myself, as a lover of all things

simple

creative, the stalls that I find most

creating a fabulous stall and attracting

intriguing are the ones that push the

the sales that you deserve.

strategies

assist

you

limit a little, show a point of difference and can pique an interest in the most

Over the next few weeks I will be

fussiest

feet

providing you with some guidelines you

towards your table. This is something

can adopt for your next market to

that as a stallholder you should always

engage

keep striving for.

current ones and hopefully put oodles of

eyebrows

and

turn

new

customers,

keep

your

dollars in your pocket!

Enter your friend – Visual Merchandising! AKA, the silent salesperson. Isn’t it great to have an extra set of hands?

Elizabeth

In the early days of my love affair with VM and design a mentor said to me,

Part 1: Grouping & Repetition

When grouping objects that are on

Grouping

(never an even number) as having an

This is as simple as collating similar objects together. Keeping items with coordinating colours, patterns, textures or functions together will help to streamline and balance the overall look of your stall. For example: group girls’ shorts, boys’ tops etc.

It’s not only maintaining

order, it’s also making it easier for your customer to identify additional items that may interest them, which can add to an increase in sales.

display, say for example dolls, vases or artwork – keep them in groups of 3 or 5 odd

amount

aesthetically

pleasing to the eye.

Repetition Choose one feature item and repeat! This is a striking, clean design approach that

sure

grab

some

attention. Think cleverly about the items that you use when doing a repetitive display;

they

need

eye-

catcher. And make sure you use the ‘3s or 5s Rule’ to maintain the balance. Image used with permission from Quill and Ink Handmade

Part 2: Order & Balance

Balance things out

These are the main principles you should be striving to achieve when it comes to VM and yet they are the most simple.

Think of a set of scales and how they look when they are not even – not great! Now, I’m not saying things should be entirely symmetrical, but look at your stall and critique it.

Order Keep your stall orderly, neat and tidy Don’t clutter the customers’ perspective. Even if it is an eclectic and busy look

Ask yourself: - Is one area a bit heavier or more laden with stock than the other? - A bit sparse and empty someplace else?

maintain a sense of order. Ever heard of

Remember to maintain the balance and order and your stall will have a great look to build on.

the phrase, “organised chaos”?

Image used with permission by TillyTom

that you are going for, you can always

Part 3: Colour Blocking

Part 4: Tell a story

Even the op shops are doing this! People will always be attracted to their favourite colours and letâ&#x20AC;&#x2122;s not forget the emotional

impact

that

colours

give

us. So, entice customers into your stall by showering them with some colour and trigger the receptors in their brain. If working with a large range of colours, blocking should be carried out from light to dark and left to right to ensure balance is maintained. If your product range is neutral or you have a limited colour in your range, choose colours that

If your item has a purpose - other than

harmonise well with each other and

being beautiful - show it!

balance the display that way. Image used with permission from Bibs for Dummies

If you sell clothing, a mannequin is a great addition to your stall. It gives your items form and adds a new dimension to your product â&#x20AC;&#x201C; just how photo frames look far more attractive with a photo in them. Show the customer how the item would look in their home or in action; it takes the guesswork away and will hopefully lead to more sales! Image with permission by Banana J

Part 5: Focal Point

Think about your stall - what is it that

Depending on the style or size of your

that you are displaying here in your focal

display, you should have at least one

point and make sure they are a strong

main focal point in your stall.

representation of your brand or the

will catch their eye? Think of the item/s

theme that you wish to convey. In the market arena itâ&#x20AC;&#x2122;s easy for a customer to mosey on by, 1 or 2 meters

When making a display with a strong

away from your table, and keep on

focal point, donâ&#x20AC;&#x2122;t forget to keep balance

walking with having made any emotional

and order in mind; they are your

attachment.

friends!! Image with permission from One Little Sparrow Taken at Lollipop Markets

Part 6: Height

If you are going to use this option,

If you can add some height to your

stepped display (again, the rule of 3 is

market setup – go for it!

applied!).

ensure balance by creating a pyramid or

This is an area that is often forgotten as many stallholders opt to display their products simply on a table. Think back

Image with permission from Memories by Mel Taken at Mummy Tree Markets Stall – Swinging Tales

to your focal point – you want to catch the customers’ eye, and where is the customers’ eye? Up high!

Part 7: Be Different!

products. Old suitcases and crates are

We all know that most retailers cater to

look. Books are fantastic to add some

the masses.

height here and there, or try some small

gorgeous

To be frank, it’s really

boring and it’s just one of the reasons

you

have

vintage

shelves out for size.

why markets are so great. Hone in on all the senses: play some Have a think about something that will

music, burn a candle, have a bunch of

make

fresh flowers, artificial grass and a white

you

stand

out

from

the

competition. Think about your brand,

picket

the theme of your range, or the mood

creative.

fence…whatever

–

just

you are trying to encapsulate and go from there.

Don’t be afraid to mix it up a little and stand out. People will remember you for

Props play a great part here: think of a

it.

unique way to store and display your

Part 8: Lighting & Safety

Then there is our good friend safety. If you are hanging something, make sure

Lighting

its sturdy.

If you are using some

Believe it or not, I’ve been to some

flooring like a rug, ensure the corners

twilight markets that are actually in the

won’t curl up. And if you’re thinking

dark. Couldn’t even see the product, let

about putting baskets on the floor in

alone the name of the stall and that’s a

front of your table, try to limit them to

real disappointment.

the sides – people are unpredictable and

Invest in some

good lighting if you are doing a night

they will trip and fall!

market. Yes fairy lights are pretty and LEDs are great, but do they actually

Image used with permission by Billycart Markets. Photograph by Essence Images

throw off any light? Test them out at home beforehand and your customers will thank you for it!!

Your VM Toolkit

Always do a trial run at home before you

When you are packing your car to pack

head off to market. Take time to fiddle

your emergency

around with it and ensure you are

toolkit.

This

essential and should contain at least:

happy.

Then – take a photo!!

Come

 Tape - sticky & heavy duty

market time, your set up will be done in

 Rubber bands

a flash and you can enjoy reaping the

 Stapler

fruits of all your hard labour.

 String/ribbon  Fishing line

Once you are all set up, take some more

 Scissors

photos for use in the future and enjoy

 Pins/Safety Pins

the day engaging with your customers

 Bluetac

and making sales!

 Hole punch  Pens/ Texta/Marker

For some more inspiration go to our Pinterest "To Market To Market" board.

You never know when you might have to whip up a new display! Lastly

remember

Practice

makes

We hope you enjoyed our series on craft market visual merchandising.

perfect! Each market you attend will be in a different

setting

with

different

clientele. You can easily have a base display that you work off and tweak it for the big day.

About The Contemporary Handmade Alliance

The CHA mission is to provide the Australian contemporary crafting community a space through which is shared high quality information, to assist and support members in their crafting endeavours; including the design, development, manufacturing, marketing, packaging and selling of their products, as well as the use of social media, online tools and industry networking. www.contemporaryhandmadealliance.blogspot.com www.facebook.com/contemporaryhandmadealliance

About the Author As a design addict and lover of all things artistic and crafty, Elizabeth can't get enough unique handmade goodness on her life! When she's not working, playing Mum, Wife, re-styling her house or planning the next renovation, Elizabeth is wandering the markets, hunting for vintage goodies, reading blogs and watching Grand Designs. Preferably whilst drinking a strong espresso. Elizabeth sells vintage craft and sewing supplies on Craftumi and feeds pinning addictions here and her Instagram addiction here (username @walkamongthebirds) and lets not forget facebook. http://www.craftumi.com.au/walkamoungthebirds