Boston’s Newbury Street is a nostalgic place for this former New Englander and visual merchandiser to roam and I never pass up a chance to visit. On a recent trip east to spend time with family, I took a day to research what these fashion-forward retailers are doing to attract attention and to find inspiration.
For those who haven’t had the good fortune to visit this area of Boston, the street is lined with brownstones with retailers on street level, below street level and walk ups so the ability to call to passer’s by with good merchandising mojo for many of them is critical to foot traffic.
Below is an assortment of windows and interiors that I found compelling with a few words on why. Elements like color, texture, and mannequin style mixed with a few surprises keep windows the way they are meant to be: Magical and seductive.
Outrageous and on brand: Dolce and Gabbana. Funky and unusual details make a statement and the shoes set in a bed of flowers can’t help but grab attention and create curiosity.
Marc Jacobs seduces pedestrians with a simple color scheme — mannequins wearing the same dress in different colors and just you know, kicking back.
Woolrich is a brand this outdoor retail merchandiser is quite familiar with, and the brand understands how to communicate to the upscale shopper on Newbury Street who expects an experience. Heritage is clear, but the clarity in the merchandising has an eye to style.
Woolrich bays curated displays reflect the merchandise assortment below. I was tempted to try on that blue jacket but had to remind myself this was just about the research!
Hardware stores that have fun with their merchandising are savvy retailers and have the power to pull consumers away from big box competitors with their specialty themes. The gold repeat was an attention getter thanks to the variance of textures and height.
This trip introduced me to Muji and I fell in love with their merchandising style. Here, the travel display spelled out what accessories to consider for a trip and what to expect to find on the wall. No boring signage necessary here!
This image and the one below demonstrate how movement of simple hanging product can call attention to product. Pens above a table set with pens and journals, sneakers floating next to casual wear. The Muji experience was one of exploration and intrigue.
Color repeat in the form of fruit? Why not? The background grabbed attention, added texture and helped the clothing on the mannequin stand out. Alice and Olivia
Mannequins with attitude will always draw attention, especially when one is dashingly dressed in red while the others sport more neutral tones. Chanel