Let's Talk about STUDIO Zeynep Develi PART 3 VISUAL MERCHANDISING

I define being a visual merchandiser as being the "ghost of the stores." No one sees you, but everyone sees what you do. Therefore, visual merchandising has both a physical and a metaphysical aspect. It is felt but cannot be named or fully defined. As a result, when someone asks us what our profession is, we often find it difficult to describe it precisely.

While describing the job as partly metaphysical and partly physical, there are two things I always say in a business language:

1. Visual merchandising is strategic.

It starts with the idea, “strategy”. In the context of visual merchandising, strategy can be somehow considered as the metaphysical part. Visual merchandising makes the customer feel the brand strategy also beyond physical means. It is this feeling of " I like the vibe" even if you are not there to shop but you still shop :)

2. Visual merchandising is operational.

This is where the strategy comes to life in physical world. Visual merchandising is a full operation that is measured by its budget, human resources performance, retail calender, design and procurement processes, and planning efficiency. It is in coordination with other operational units within the structure and in line with the company’s overall strategy.

These two elements are fundamental when I approach my work and provide services.

With in this framework, the way I work is operational and process development-oriented, with a focus on implementation/execution. I create solutions based on the needs of a store or brand on a project basis. I identify the issue within the structure and approach it from a 360-degree perspective.

For a certain period, I join the team, working as if I were a member of the team, and manage the project. I am kind of a trouble shooter here.

This is because the teams within companies, due to their workloads and daily responsibilities, may not be able to focus on certain areas. Or, they may need additional support, human resources, or consultancy for a specific period for the issue they want to focus on. This is where I step in.

For example, if a visual merchandising guidelines booklet customized to the brand is needed for store teams, this is quite a substantial task. It requires full attention. However, the team may not be able to provide that because of their daily operational hustle.

I integrate into the system, gather the necessary information within the brand dynamics, and prepare the booklet. Then, I exit the system.

Or, it might be necessary to focus on a specific location to improve the performance of a store where a fresh and unbiased perspective is needed. At this point, I dedicate considerable time for instore observation, get involved in all processes, and come up with alternatives on how to tackle with the obstacles and shortcomings in the team's execution of visual standards, starting from product presentation. Since the store team is busy with sales and customer service, they may not be able to focus on this sufficiently. Also, being constantly in the store may lead to a myopic bias. And, that is where I step in. I work on process development and then exit the system.

Another example would be a store concept update project. Throughout this process, we will be collaborating with design companies or designers. As someone who has managed and implemented such projects, I provide external support throughout the process both in terms of consultancy and as a control mechanism. Again, this is because the brand's team and operational structure may not allow for full focus on this.

Concept design and implementation processes are very complicated, demanding and costly. It is crucial to follow them continuously from different angles.

It is possible to broaden such examples. I help brands and stores create solutions according to their needs, budget, human resources, or time constraints, and I provide support in implementation when necessary.

For more detailed information about my visual merchandising and retail support services, you can contact me via email at [email protected].

Sincerely,

STUDIO Zeynep Develi