Magazines Archives - 2008 December

Shop-fitting & Visual Merchandising - The silent seller is worth the investment
Story 4 - Focus

As the flurry of the Christmas season sets in, Malaysian retailers are decking their stores with
displays to attract shoppers. They know that the way merchandise is displayed has a role in boosting
sales anytime of the year, especially during festive periods, says Eu Hooi Khaw.

At TANGS Pavilion in Kuala Lumpur, Malaysia, visual merchandising manager Jonon Chou and his team have staged a “breathtaking display” of their store’s new look for the year-end festive season.

James Loke, TANGS’ vice-president for Malaysia, says that the store, which has a Middle Eastern theme, complete with a “blue river” of lighting running under opaque panels strategically
placed between escalators to serve as a backdrop for the merchandise, has gone surreal.

The surreal theme is carried through in the store window, anchored by a giant 10ft-tall Victorian bed chair and sequinned bird forms, along with “enlarged crystal earrings as ornaments”, Loke says. “The graphic this year is tartan”, as seen on the mannequin’s dress and the shelving.

And, in keeping with the Christmas mood, decorative trims are sold in the Bintang Circle atrium.

Like many retailers in Malaysia, TANGS knows the value of visual merchandising. Called the “silent seller”, the approach is subjective, requiring constant re-invention and the desire to create a personality, an attitude and a product focus for the brand.

“We have a team of merchandisers who sit down with Chou, together with top merchandisers from Singapore, to look at the latest world trends for spring, summer, autumn and winter.

“We consider ourselves a trendsetter, bringing the latest to the locals,” Loke maintains.

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