Martin M. Pegler on Retail Innovations

BAZAAR

by Martin M. Pegler

The lure of the bazaar, or an open

marketplace with a mass presentation, can magically cast a spell over any consumer— instantly. Curiosity strikes, heads turn, feet halt as your eyes fix on the insurmountable panorama of merchandise.

FEW & FAR, AUSTRALIA MERCATO CENTRALE, ITALY

By using a portal or entranceway you can visually transport the shopper and “set the stage” for a dynamic shopping excursion. A swaged curtain tied to the side or an authentic doorway as seen here at Few & Far in Australia works its magic.

The riot of color, texture, pattern and types of merchandise is exciting and stimulating, but it takes “know-how” to arrange “clutter.” If you don’t know how, your merchandise will have all the mystery and glamour of a pair of saggy jeans in a thrift store.

(1923 – 2020) Martin M. Pegler was an author,

editor, educator and lecturer, and a professor at the Fashion Institute of Technology in NY for over 30 years. He worked with the IHA Global Innovation Awards (gia) from the beginning of the gia program in 2000 as an Expert Juror, and since 2016 as an honorary member of the gia Expert Jury. Martin passed away in January 2020 at the age of 97.

The presentation of the bazaar—how it looks and feels—may transport you to the East or to North Africa, or to a market day in Mexico. It is a speckle of hidden islands, the Rainbow Mountain of Peru or the valleys of Cairo. It is the noise of banners, streamers and colored lanterns in narrow Hong Kong alleys, and the striped awnings, baskets and floor displays of Latin American fairs. It beckons, it boasts and promises the adventure of a lifetime.

The occasional use of alternative display methods can break merchandising monotony. First, create the atmosphere: a tent, an awning, the aura of the open piazza, or arcade.

Next, collect your small unrelated pieces of merchandise into larger coordinated groups. It is easier to scan a window with three or four major groupings than one with 30 or 40 small pieces scattered randomly all over the place. Build each grouping at a different level and in a different color palette, and then arrange these various elements into a flowing, organized whole.

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TOP & BOTTOM: CACHIVACHES, COLOMBIA

“It beckons, it boasts and promises the adventure of a lifetime.”

A simple strand of carnival lights held up by two natural tree branches creates the mood for a marketplace setting indoors at La Maison Pernoise in France.

Fabric swags across the ceiling creating an awning effect over a hanging fixture. The display resembles a colorful cart of wares with plenty of mix and match possibilities.

Baskets become light fixtures adding ambience to this table display at La Maison Pernoise.

With a bazaar setting there can be baskets tumbling over from the weight of merchandise (cornucopia style). Treasure chests can overflow. Giant brass trays can be suspended at various levels with trinkets dripping down from tray to tray, forcing the eye to follow along.

LA MAISON PERNOISE, FRANCE

MANUFACTUM, GERMANY

KOOKHUYS MAFRANS, BELGIUM

Ancient style earthen jugs or even common red clay planters with a distressed look become containers when set on steps or risers accented by “faux furs” or glowing fabrics (tablecloths or a throw will do). An antique from the local vintage store can be used to enhance a merchandise group, and you can do marvelous things with pillows or poufs.

A bazaar can be a great way to promote a kitchenware sale, home goods, a white sale, a food fair, or a general import event. The word suggests

excitement, exuberance, extravagance, extraordinary

and extra special values, so your display must generate the same. “Adventure to Madagaskar,” “Journey to Bora Bora,” “Explore the mystery of the East,” “Moroccan Love Affair,” “Persian Panorama,” “The end of a magic carpet ride,” “Next stop—Bangkok.” |•