Use the power of brand recognition to your advantage. At Relish, manufacturers are highlighted in a variety of ways: Items by local designers are displayed with placards; merchandise from larger, recognizable brands are shown with custom fixtures and signage.
Marimekko, the Finnish textile company distinguished by bold patterns and bright colors, undoubtedly has a following. This signage, along with the coffee table book showing the merchandise on display, draws in loyalists. For shoppers new to Marimekko, the display lends credibility and prestige to the items for sale.
Known for its distinctive woven vinyl mats and other textiles, Chilewich, as a brand, is modern, chic and no-fuss. This custom fixture complements the streamlined, muted merchandise and signals to shoppers who recognize the brand. Those unfamiliar with the line can see it all in one place, understand its key features and mix and match items.
Also in this series: "Effective Retail Displays," from Aug. 27 and part 2, "Retail 101" from Sept. 2.