Cat Walks, Runways and Mixing It Up A Bit

When the going gets tough in the retail business, it’s time for retailers to toughen up… just like my dad

As a kid I remember hearing stories about my father growing up in the coalfields of West Virginia. How he had to fight to get to school everyday, and then later, during his adventure in the U.S. Navy, found it necessary to “mix it up a bit” now and then. In other words, my dad fought his way through Europe the old fashion way: With his fists.

Lately, I’m reminded of his stories by retailers who are fighting for the attention of potential customers. I think they too have a need to “mix it up a bit.”

During New York’s 2010 Fashion Week, Versace placed 10-foot-tall, high-definition video walls inside its Fifth Avenue windows. The video walls served as backdrops for live models wearing the season’s latest looks.

Smart move. I think that every retailer is challenged now to create a store that shows the shopper, at a glance, all the options that are available to her. Shower her how to mix and match with confidence, much the same way that The Limited did back in the 1980s when big hair reigned supreme. By the way, with a new cash infusion form Sun Capital, Limited is mixing it up a bit again with a new store design and seems to be back on the comeback trail again.

Since most independent retailers don’t have a “Sugar Daddy” like Sun Capital in their back pockets, and video walls are out of reach for most, here are a few ideas for mixing it up without breaking the bank.

• If space allows, having live models walking in your windows isn’t a bad idea. The idea, in video form, was certainly good enough for Versace to grab people’s attention. And if you can’t swing live or video models, call your local over-size print specialist and have a larger-than-life  photo of one of the models blown up as a backdrop.
• Rent a red carpet, roll  it out down the middle of your store, and flank it with movie theater velvet ropes. Stagger all the mannequins from your windows down the middle and create your own catwalk. On a good day, throw open your doors and let that red carpet roll out onto the sidewalk: You’ll be sure to get people checking out your store.
• Recycled mannequins can be found in re-sale shops, online and in the back rooms of department stores for next to nothing. A can of spray paint can transform this mix-and-match lot into a fashion color crew ready for the latest trends.
• Set the stage further by scouting out old brass chandeliers, then spray paint them black and hang multiple shapes and sizes down the red carpet for a little Moulin Rouge vibe.

The key is to keep the mix fresh. Get up everyday and ask yourself, “how am I going to do it differently today?” Then, just like my Dad, put up your dukes and get to work!

Connie Post Benotn, CEO of Connie Post Global Media, has designed over 19 million square feet of retail space all around the world offering Affordable Design Solutions. She is the author of  “A Beautiful Room Will Change Your Life” and a frequent speaker at industry retail seminars. conniepost@conniepost.com