Stories have captivated us since time immemorial, from bedtime tales to mythological legends and now more recently, OTT binge fests. When a good story spins its yarn, we are the enthralled audience. But aren’t stories audio-verbal, literary, or cinematic? Is there a common ground between the world of fashion, retail, and the world of imagination?
Some stories stay with us forever, while others engage us in the moment. Both are entertaining in their own ways. As we already know, the charm of a good story lies in the delicate tapestry of an appropriate setting, memorable characters, thematic backdrops, and the complexity of the situation with a powerful finale. It is the emotional facets like excitement, humour, nostalgia, intrigue, and suspense that keep us hooked to it. Emotions are timeless; hence, so is its tale.
Consider also that every good story has a strong thread that binds it together, just like the beads in a garland. Translated into the language of retail fashion, this strong thread is akin to the brand’s ethos or personality, which dictates the emotional facets to be highlighted; this in turn becomes the deciding factor for the setting, characters, theme, et al.
So, let’s dive in and see how narratives are woven.
One of India’s most popular couture designers is, of course, Sabyasachi. The very name evokes a sense of grandeur and old-worldly regality. Lovely embroideries are embellished with Indian culture and heritage; cascade upon cascade of rich red wine silks are coupled with deep burgundies, handcrafted to perfection. How does this masterful storyteller create such a compelling vision even in our imaginations?
Sabyasachi’s work is an ode to Indian art, craft, culture, and quality. This is the thread that binds it all together. He then cocoons it with authentic, luxurious old-worldly charm, evoking the emotional facet of nostalgia combined with a hint of mystery. So, it is no surprise then that he curates his settings with priceless vintage paintings and exquisite intricate carpets from forgotten palaces. Elaborate crystal chandeliers cast a majestic glow over enormous earthen cauldrons; the scent of musk from finely carved attar bottles hangs delicately between the two. His master stroke lies in the deep understanding of human psychology that the audience is happy to drink in sight upon sight of this never-ending story.
The love for art & craft has a fair share of takers; halfway around the world, American women’s wear brand Anthropologie, is also known for its handcrafted creativity and contemporary bohemian-ness. Anthropologie recognises the inherent talent and creativity in each woman and reflects it by creating unique store environments; no two Anthropologie stores are the same, much like individuals. Yet, they are all clearly recognisable through the common thread of textured and rustic bohemian vibes. Their handmade window décor, crafted with sustainable, natural materials in artistic compositions, never fails to surprise and delight!
Image credits: anthropologie.com
While it may seem easy for top-of-the-trade brands to storytell, let’s dive a little deeper and explore the nuances based on our eyes alone.
This lovely analogous colour paletted collection is a continuous tale of visual harmony and symphony. All the mannequins sport solid, warm, summery tones; the backdrop complements it with flat, plain, simple, solid geometric forms. These basic shapes and forms are then layered in front of and behind the merchandise, drawing our attention towards it, emphasising the basic yet stylish silhouettes. Visually coherent, this display keeps our eyes moving from outfit to outfit in a smooth, harmonious manner.
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Image credits: Eris Marasigan on unsplash.com
Compare
that with this image, a leather fashion bags boutique store on one of
the many bylanes in Spain. Has the outside lent the ambience to the
inside, or is it the other way around? Both complement each other so
well!
Glistening
leather bags are beautifully sandwiched between the textured wood
planks and the tall branch arching inwards. The creamy pastel yellow
creates a foreground on the façade and a backdrop for the
merchandise. The props, lighting, visuals, and signs are all in
keeping with the textural feel of leather. The feminine look and feel
is communicated via the slim and rounded forms. The emotional message
the space subtly conveys is: Hey! We’re an outdoorsy, adventurous
bag brand, tough and glamorous at the same time.
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Image credits: Santiago Boada on unsplash.com
So irrespective of whether you are an aspiring couturier or a budding fashion merchandiser who wants to bring in bigger orders for a label, whether you cater to the luxury to mass-market, Stories Sell. And spinning this story is the skill of the storyteller who combines fabrics and silhouettes with surface feels and textures, pays attention to the mood and message, the outside and the inside, to the creator as well as the customer, delighting both!
About the author
Namrata Sachdev Is a retail spatial planner, designer, and visual merchandiser. She is also an educator at XIC, one of the leading mass-media institutes in India. A certified consumer behaviour professional who brings together multiple creative disciplines of design, branding, and space to create memorable brand experiences.
