The gondola rack, such as this one from Opto,
is fundamental to a floor display.

By Jeff Grant

If variety is the spice of life, it’s the cayenne pepper of clothing display. Monotonous, uninspired presentation leads to flat sales and flatter profits. Mixed fixturing, different display heights and varied presentation is the key to apparel and accessory merchandising.

There are two general types of clothing display: Floor displays and wall merchandisers. Let’s discuss each:

Floor displays should involve a combination of two-way racks, four-way racks, and nesting tables (for folded clothing). In addition, cross merchandising presentation displays such as slatwall H-Units, pinwheels, and towers can provide a great platform for both clothing and accessories.

Standard two-way and four-way clothing racks are the backbone of apparel floor display, When working with clothing racks you generally want to display clothing “face-out” (that is, with the front of the product facing forward for a full view) as opposed to “shoulder out” (what you typically see in a circular rack with only the shoulder showing). This ensures that all the details of the product will be seen. Only display “shoulder out” when space is at an absolute premium or if you are not very deep in a particular line. One of the basic tenets of merchandising—always keep the store looking full—applies here as well. Stock face-out displays as fast as they empty—migrate stock from shoulder-outs if need be. An empty store provides an impression of either very high end merchandise (think Armani boutique) or a store going out of business. One note on traffic flow: Try to allow forty inches between floor displays—any closer, and customers will have a hard time negotiating the aisles.

Stock face-out displays as fast as they empty—migrate stock from shoulder-outs if need be.

Keep in mind that a sea of racks is not particularly interesting and, in fact, can discourage traffic flow. You’ll want to combine racks with nesting tables to create visual texture in the store. Tables are great for folded shirts and sweaters especially when combined with a body form placed on top of the table. Most tables are set at 24″H for the low table and 30-36″H for the top table. Round tables look good but are harder to merchandise. Square and rectangular tables are often the best bet. Sizes vary and can be customized. One thing you have to keep in mind is that nothing will kill your table display faster than product in disarray. Fold and re-fold often. (One current display trend sees jeans being displayed hung by their belt loops to highlight the design, and cater to the ever-widening fixation with labels.)

Wall displays include outriggers, armoires, glass bins, slatwall panels, recessed standards, puckwall, and more. We encourage our clients to mix the displays to once again create wall texture that is more compelling then a long slatwall covered with faced out t-shirts. You have to mix things up. Try creating merchandising areas in 4′W x 8′H story sections. Use selected fixtures to tell a story that may include:

Two-way racks can be combined with
tables to create an effective presentation.

Clothing displayed face out
Clothing side hung
Folded clothing
Accessories on a shelf
A life style photo or brand graphic.

The story might be about T’s, travel, men’s women’s, trunks, dresses, suits, etc. The message will vary as will the product but the type of fixtures chosen and the presentation will be what captures the attention of your customer.

Large graphics should be incorporated into the layout, especially if yours is a lifestyle store. Use vendor graphics or go with a royalty free site such as Shutterstock.com to acquire relevant images that can make your clothing presentation sing. Don’t inundate the store with images, simply use them to add punch to the stores merchandising. It’s hard to trade clothing display space for graphics but sometimes less is more and your customers will appreciate the negative space when shopping.

A word on mannequins: They are essential to clothing merchandising—even more so if you are displaying much of your product shoulder-out. Use them liberally to showcase items and add dimension to your presentation. If your mannequin is in the middle of the store, consider putting it on a platform to highlight it and protect it from harm. (For many, many more words on mannequins, read our comprehensive Mannequin Primer.)

One final thought: Reinvent your displays weekly. Move the racks and tables around, change the displays and the wall graphics, bring in the occasional prop to add drama, have fun with the displays, and your clients will notice the difference.