Wednesday, December 24, 2008

Feliz Navidad!


How do they celebrate the Holidays in the Southwest???

Santa and his elves do a line-dance to a disco version of Jose Feliciano's "Feliz Navidad" song on a busy streetcorner, of course!

(The other version is that this is an 'ancient Native snow dance' - but since we left the snow behind in Seattle, we are hoping for nothing but warm sunshine in San Antonio!) Wishing you all a most Happy, Healthy, and Successful Holiday...

Wednesday, December 17, 2008

Counting Down...


It's a week before Christmas.... and all through the store, it's time to freshen and rotate your displays galore!

Take the ornaments off of the decorated trees and put them in baskets, bowls, and on platters to make shopping easier. Leave one or two main trees decorated for effect, but focus on making product accessible.

Restyle some displays by simply removing the holiday merchandise & props. The scene shown above has hot red silk fabric swags and glass ornaments in it. As shown below, taking them out makes the look crisp, clean, and ready for the New Year.
Consolidate lines that have sold down - combine them in a cross-merchandised display according to color, use, or style. And always always give your customers inspiring ideas to recreate at home: Only have six or seven of those glass ball ornaments left? Take them off the slatwall and heap them in a glass bowl on a tabletop. Just one handmade Santa left? Group him with a small tree and a heaping helping of stockings - maybe even display some great candles with them as a suggestion of a last-minute Hostess gift.

Start your markdowns on Holiday-specific merchandise. Decor, gift wrap, cards should all be on sale now to help nudge customers to buy. If you have a huge overstock of an item - a certain ornament, or card pack - you may want to consider giving away one free with a minimum purchase: "Receive a Free Gift with any twenty dollar purchase" works wonders to motivate! Just be sure the gift is commensurate with the minimum purchase requirement. And make sure you start promoting any after-Christmas sales now, so your customers can plan on coming in for them.

And one last thing: clear a space and create a display of NEW product near your entrance. Whether it's a classic line, a new design, something for Spring or home organization items (always hot after the New year!), you want to provide brand spanking new merchandise for your customers to buy with their gift certificates & cards. Don't offer them leftovers!
Photo Credits: Faded Elegance & retreat

Sunday, December 14, 2008

Columbia Winery Project (or, 'Wine & Margaritas'!)

What have I been up to lately?

I've just completed the design for the Columbia Winery remodel project. It's been a few months in process, and there is always a cheer and a sigh of relief when I reach the end of a project.

When I design for a client, I create visual concepts...which means, all of the ideas and materials and specifications that are included in the design illustrate what the final product will look like. Drawings, floorplans, perspective views, detail close-ups, color swatches, style sheets, et al combine to present my vision.


I based it on the brand image of the winery, as I do all of my clients, and I also call upon my knowledge of how the staff and guests need to be able to use the facility on a day to day basis. Any other designer could draw up a floorplan or cabinet face, but since I've been working with Columbia for five years developing their brand image through visual persentation, and watching the staff activities each day, I have an advantage that Columbia is benefitting from.
There's a saying that goes 'Form Follows Function' - have you heard that one? It means that design for design's sake isn't always successful. You have to start with the purpose, and move on to the appearance. How much room do they need over here? How many ways can we use that space? Lighting has to be on dimmers for the many ways the rooms are used. It's not just picking a fabric for the chairs (which can take heavy use and hide dirt, like the carpets) and paint for the walls (which is an expression of the colors on the wine labels)!
From the design specs, an architect will develop the floorplan according to codes and such, a contractor will build that into reality, and then the painters and woodworkers and furniture makers and electricians and carpet guys will converge to add the details. And when all is said and done, I'll probably be going in to help arrange the furniture and lamps and flower arrangements and merchandise displays. I love that moment when the drawings spring to life and I can stand in the space in 3-D, and the reality is exactly what I've seen in my head for months.

That point of time is a way off, but for now, I'm done - I hand the binder filled with info and stack of catalogs over tomorrow. Then I can focus on getting ready for a trip to see my new grandson and enjoy Christmas holding sweet baby, and sippin' margaritas on the RiverWalk in San Antonio! (Not at the same time!)

ALL images Copyright 2008/9 DWK, all other use prohibited.