Shelves to lift up store image

Inadequate shelving space creates overcrowding and makes things difficult to find, also too much shelving can lead to wastage of space. It is very important to have the right amount of shelving space for the amount of product you have. The type of shelves you use also creates atmosphere for your store.

Observations have shown that majority of people turn to the right when entering a store; one should use this to their advantage. “Shelving is one of the most important aspects in a retail store. All our products are divided in different segments since we are into groom wear, corporate wear and accessories,” says Sudhir Diwan, MD, Diwan Saheb. Higher priced items can be placed to the right with lower priced items to the left. If there are goods in abundance, then display should be on the right side of the store. Research also shows that people tend to look more at eye level than up above or down below. High top shelves and low bottom shelves can be used to neatly organise overstock. Main product supply should be kept where it is visible to the customer. The process of selecting retail shelving is simple. Decide on the features that are the most important for the store. Although some feel that maximum space availability is important, others may feel that quick installation and assembly are important in stores where products change as the seasons change.

Shelves should be at equal heights, although they may be spread out to create a different look. Shelving can be done in various ways from price, fabric, colour, new arrivals to discounts or sales, etc.  Highlighting the uses of shelving in stores, Saurabh Jain, Vice President, Ozel Clothing, says, “At Ozel, we do our shelving according to the different brands that we house.  A separate shelf space is given to all our brands from clothing to accessories so the customers can choose the preference brand wise.  We have given a different design and look to the shelves according to the brands. For instance, elaborate and stylish shelving for our brands.” 

THE ART UNFOLD

 The most important rule to remember when creating shelf display is to use your space wisely.  Shelving plays a very important role in terms of attracting the customers since it is very important for displaying the right product at the right place and the right time. The conventional sizing of a shelf for a retailer is 6ft. and the adjustable that he prefers is 5 to 12 inches. A good retailer knows this and will not allow things to be displayed in an absurd manner. Top brands need to be given a special shelf which enhances its visibility and accentuates the brand’s image. “For instance an elaborate shelf will not gel with a brand that is reasonable or moderately priced. Similarly a Luxury or Top brand should not be shelved with lower price brands or moderate quality shelves. Also for the top brands we take special care while shelving them. This care extends to ironing, overall cleanliness, making sure they are nicely put on the hangers, the routine check for any quality damage, etc,” Jain adds. Now, the products tend to look good on one type of shelving for brands and not so good for the other. It is imperative to gauge the viability of shelving, keeping in mind the brand in particular. Amol Dhillon, Vice President, Strategy & Planning, Woodland, says “Retailers must make sure that the lighting set of their store is in accordance with the store and shelving design. Lighting is intrinsically linked with shelving inside stores as they make the products look more attractive, which results in higher customer catchment.”

THE VARIETIES

Some very preferred types of shelving for a fashion brand are:

Gondola shelving: These are the ones with all the little holes, between the shelves that hook on, and ensure no fuss retail shelving that can have almost anything placed on it and will not look out of place.  The other good thing about them is that it is one of the most reasonably priced types of store fixtures on the market.  It’s strong, long lasting, easy to fit and easily movable.

Slatwall display: These are a different type of display that has grooves built in, to which one can attach accessories and display all sorts of products. These are easy to use when it comes to arranging different widths and depths of the shelving itself. Hanging objects or the products from the slatwall displays is a very eye catching way of putting your clothing on show and can be used in very inventive methods. Faceout hooks, which face outwards, are excellent for clothing and jewellery. The most preferred mode of shelving for fashion brands in India, as per our analysis, is the mixture of Slatwall and Gondola, which many agree that they provides sense of cleanliness in terms of design as well aesthetic look that fashion brands prefer.

HOW CRUCIAL IT IS

Store display fixtures, display shelving and other related factors should be considered carefully, as is the case with stocking of goods. First impressions are always important, especially when it comes to someone walking into a shop.  A retailer will never want the customer walking out of the store even before entering inside.