Jeans developed from their utilitarian purpose in 1847 to a present day fashion staple. In the late 1970s, the branding of jeans was on the rise, as companies such as Gap, Jordache and Sergio Valente changed the how jeans were marketed and sold. Marketing efforts included aggressive advertisement campaigns, applying the logo to the jean’s back pocket and changes in retail display strategies. Today jeans are displayed at retail stores in ways that reinforce the brand’s image, from appearing on life-like mannequins to being neat, perfectly folded stacks.
Items you will need
- Wall mounts
Select life-sized mannequins to help show the actual fit of the denim, a quality that is lost when the product is suspended from hang rods and wall mounts. Mannequins are used for window and floor displays, and usually reinforce the brand in a lifestyle setting.
U.S.-based denim manufacturer Levis strategically places these life-like figures in its flagship London store to keep the fit of its product uppermost, according to Martin Pegler’s book “Store Presentation & Design No. 2: Branding the Store.” The mannequins reinforce what Pegler refers to as “brand consistency,” by reiterating the brand image and a model of its targeted customer throughout the store.
Mount the jeans on the store’s wall to display the available styles of jean. Fit is a common concern when it comes to the selling of denim, as customers have a bevy of choices, from boot cut to flared. Wall mounts can help manufacturers communicate the attributes of each style in a clear, viewable way.
In Levis and Gap stores, there is often a wall dedicated to demonstrating the differences in the various styles offered, as outlined in the book “Visual Merchandising” by Swati Bhalla, et al. Because of this, there is less inertia when a customer is looking at various products, as she can clearly see which fit would most likely benefit her body type.
Use hang rods to present the merchandise in a clear and precise manner. Hang rods can improve the customer’s shopping experience. Shoppers have the luxury of sifting through merchandise in an organized manner, because the sizes are in order from smallest to largest.
Color-coded or labeled hang rods at denim retailers True Religion or Diesel can also help merchandisers and sales staff to restock the merchandise quickly and efficiently. Additionally, the aesthetics of the rods can support the retail outlet’s brand image, as marketers can choose the hang rod’s styles and finishes to suit a store’s look.
Fold the jeans in a way pleasing to the eye and easy for the customer to sort through. Gap stores are known for stacking denim jeans on tables in addition to hang rods. Since the goal of a store layout is to use retail space effectively, the Gap’s perfect folding strategy can showcase a plethora of goods on the sales floor a very apparent way. Organized folding techniques help table displays seem less crowded and chaotic.
A key tool to this strategy is the labeling of the product. Color coding or designing specific product tags to label the jeans can help minimize any confusion in style as well as shape and size when customers are perusing through the product.
- “The Empire of Fashion: Dressing Modern Democracy”; Gilles Lipovetsky, et al.; 2002
- “Bloomberg”: True Religion’s Flare Jeans May Give Denim Market a Leg Up; Matthew Townsend; March 29, 2011
- “Point of Purchase: How Shopping Changed American Culture”; Sharon Zukin; 2004
- “Visual Merchandising”; Swati Bhalla, et al.; 2010
- “Branding a Store: How to Build Successful Retail Brands in a Changing Marketplace”; Ko Floor; 2006
- “Store Presentation & Design No. 2: Branding the Store”; Martin Pegler, 2007
- Jupiterimages/Comstock/Getty Images