Anthropoloie: Visual Merchandising Technique

“Visual merchandising takes your consumer from the retail display to the cash register” (Milly 1). Since 19th century, visual merchandising has been a big part of every retail store; it brings more colorful and visual for the brand. Visual display also helps the consumer memorize the layout of the store; and from that memory, the store and the customer can communicate easier. So how Anthropologie attracts the consumer by only using visual merchandising technique, without advertising? Anthropologie is a young fashion brand with fresh outlook has planned their exclusive talent to be showcased. Anthropologie has a creative visual merchandising that they use the window display to communicate with the customer, bring music to allure the shopper and create an emotion for the customer with the scents.

The reason why is “they focus so much on the physical details of the store is because they want to create a fantasy universe shoppers can get lost in” (Chavie). For instance, the store’s window of Anthropologie on Market street, San Francisco was decorated by the cactus with differences size, and between the cactus are the mannequin display with winter outfit. Significantly, Anthropologie used the contrast technique that appeared between the outfit on the mannequin and the objects around the window; the visual merchandiser team matched the winter clothing like cardigan, long sleeves shirt and jacket with the desert life background. The special point of this brand is they don't like simplicity or basic technique; they like to over do everything. Looking at the window display of Anthropologie, the customer will realize the brand in a second; and this is how Anthropologie communicate with their customer in physical and creative