Merchandising in a clothing store is not just about the opportunity to acquire new items in exchange for old ones, but also about the emotions derived from the shopping process, including browsing, trying on, and searching. But how can we direct the customer to the desired display? This is where "visual merchandising" comes into play.

By visual merchandising, we mean the following principle: "To guide the customer through the store in such a way that they leave with the items we need to sell."

Visual merchandising in a clothing store can be divided into 6 groups:

1. Space zoning
2. Creating external and internal interiors
3. Creating assortments and collections
4. Creating a unique style for shelves
5. Creating an atmosphere through the fitting and shopping process
6. Creating an atmosphere through music.

Let's take a closer look at each point.

Space zoning in a clothing store

Space zoning in a clothing store is similar to zoning in a grocery store, with a few exceptions:

1. Entrance point: In the case of a clothing store, it is necessary to create an entrance point to set the right mood for the shopper and guide them in the correct direction. Usually, a small area is designated for this purpose.
2. Golden triangle: In a clothing store, it is determined based on three parameters: "Entrance point" - "Main collection" - "Checkout area."
3. Obstacles: It is important to subtly guide the shopper to change their trajectory and line of sight frequently, without being intrusive. This ensures that their attention falls on a larger number of offerings without becoming tiresome.
4. Hot and cold zones also exist in a clothing store, but this can be elegantly addressed by creating fitting rooms in the "cold zones."

Creating external and internal interiors in a clothing store

Creating external and internal interiors in a clothing store encompasses two aspects:

1) Facade design
2) Interior design and lighting

In both cases, the interior should reflect the target customer category you are catering to. If it's a youthful audience, bright and futuristic colors with unexpected design elements are suitable. However, if you are targeting more reserved bank employees, the interior should be formal and in a business style.

Facade design aims to attract customers to the store, and there are various ways to achieve this through storefront displays:

1) Showcase your products: This type of display is created to show how your clothing looks and how it complements mannequins.
2) Tell a story: "Thematic" displays are among the most complex and expensive to produce. It requires finding or creating emotions that make customers want to experience that story by entering the store and purchasing products or brands associated with it.
3) Decorative displays: These displays are designed to attract attention through uniqueness or to emphasize the aesthetic of the sales space.

Under interior design, we primarily understand two points:

1) Spacing between displays
2) Lighting
The spacing between displays is proportional. The higher the price segment of the store, the wider the spacing between assortments.

There are also two types of lighting:

1) General lighting. Uniform lighting throughout the entire sales floor.
2) Accent lighting. The focus is on the details of the displays to showcase the value in terms of 'price-quality' ratio

In the context of curating collections, pay attention to the most important aspect: creating 2-3 different combinations whose elements can complement each other. This is done to allow customers to mix and match options for their own personal style based on the combinations you provide.

The style for the shelves is determined solely by the focus of your store. If you are eco-friendly, then using natural materials for the shelves would be suitable. If it's a designer boutique, the shelves should reflect the essence and philosophy of the brand or collection you are promoting.

When it comes to creating an atmosphere during the fitting process, several details should be taken into account:

1) Placement of fitting rooms: It is best to position them in "cool" zones, allowing other assortments to be placed in areas where there is a higher chance of selling. Additionally, fitting rooms should not be small or dirty.

2) Lighting: Playing with light allows you to present clothing on the person during the fitting process in a more favorable perspective for both the customer and you. If someone doesn't like how an item looks on them during the fitting, they are less likely to purchase it.

3) Mirrors: Slightly tilting the mirrors can create the illusion that the person is slimmer than they actually are, providing a more flattering reflection.

Note: It's important to approach these details with ethical considerations and ensure that customers have a positive and honest experience during the fitting process.

The choice of music should align with the target audience of your store. For example, it would be inappropriate to play contemporary music for teenagers in a high-end business attire store. In addition, it is not advisable to play radio stations as they frequently interrupt with advertisements, which can distract customers from the atmosphere you have created.

The main rules of merchandising in a clothing store can be summarized into several points:

1. Create a story that resonates with your customers.
2. Develop your own design and differentiate yourself from competitors in a favorable way.
3. Don't be afraid to experiment with combining collections.\
4. Do not skimp on fitting rooms, as they are the final barrier between the customer and their desire to purchase a product from you.
5. Don't forget about the main flow of your customers.

These guidelines can help create a successful merchandising strategy that attracts customers, enhances their shopping experience, and maximizes sales potential.