It’s fall and although it’s still sweltering in many parts of the country, Labor Day has passed and we’re fully in the fall mindset. We love the romance of a walk through a red-leaved stand of trees, snuggle to fires in our fireplaces, thrill to college football Saturdays, take comfort in our favorite sweater we haven’t seen in half a year, sip a hot tea in a neighborhood coffee house and relish all those sights, scents and sounds that are part of Fall. Sounds nice, doesn’t it?
It happens every year around this time. People are getting ready for the long winter ahead. And it doesn’t matter if you live in the northernmost regions of Minnesota or the moderate climes of California. Everyone’s internal clocks begin to reset to more darkness and more time indoors.
THE REAL WORLD RETAILING TAKEAWAY
While many of us have our summer wardrobes and winter wardrobes, lifestyle magazines such as Domino and IN STYLE are setting the trend that everything should change with the seasons. And retailers are following suit.
Think about your home. Throw pillows and blankets go from bright and cheery to more subdued. The types of food we serve tend to be heavier and we change from white wines and light liquors to darker varieties. Kitchen serving ware goes from the acrylic outdoor variety to heavy pottery. Even sheets and linens take on a darker hue. Table runners, napkin colors and table top accessories including candles all change. Even the type of music we listen to changes.
And that’s just your home. Think about family outings and your needs for those – swimsuits and goggles turn into sturdy boots and [eventually] sleds and mittens. Or your personal style — hair highlights change to lowlights, make-up coloring goes darker. Even the color of your clothing and types of shoes you wear change.
Take advantage of the work that’s being done by magazines and other sources that are shaping how we think about our lives and lifestyles and capitalize on the trends. Retailers need to morph as the seasons change while retaining the integrity of their brand.
Change out visual displays and signage in your stores, change up the merchandise and even move things around in your store. Light a candle with a deep, brooding scent. It’s all about presenting a newer image for the fall and creating that feeling that customers have to have whatever you’re selling that relates to the season.
What are you doing to present a fall image in your store?