How to transfer the brand codes in term of style and communication into a retail space?The drivers or tools that can be used to work on retail identity management are:

  1. Location makes the positioning. Exclusive, selective, high traffic, mainstream, etc.
  2. The windows, first contact with the customers. The layout, such as free-flow, circular, etc.


3. The visual merchandising
Today the most successful retail brands understand the advantage and value of having a consistent visual merchandising standard for their stores. Advantages include:

  • a consistent brand experience. When shopping your brand, consumers feel great and inspired, no matter which store location they are in
  • all merchandise is presented in a planned, well thought out and in a positive manner across stores
  • makes it easier for customers to shop and engage and motivates them to purchase
  • showcases products in attractive ways that targets specific consumers. Tells a seasonal, product and brand stories visually
  • drives sales of merchandise that are strategic to the brand or that need to be moved



Stores without proper visual merchandising guidelines are:

  • messy
  • have inconsistent and unpredictable sales
  • not focusing the right product to the right consumer
  • a marginal shopping experience
  • have sales unpredictable and products are hard to find
  • a browsing mood, not buying

Stores with visual merchandising guidelines are:

  • clean, well planned and consistent
  • a great shopping experience
  • able to focus consumers to specific merchandise and highlight particular products
  • seasonal and campaign driven initiatives are easily implemented
  • all the stores implement the plans and guidelines exactly how they should, driving consistency, so that the consumer gets the same great experience wherever they shop. Making the store feel inspirational
  • better sales results

In visual merchandising the Product is the Hero



4. The furniture, fixtures, tables, mannequins etc.



5. The staff, how they are managed, how they are dressed (their) uniforms, the kind of services, the way they interact with the customer, etc.

6. Animation through technology





In a omnichannel prospective the retail identity has to be built in a consistent way across distribution channels: retail, wholesale, and online