NEW 'Specialty Shop Retailing' Book

the 4th edition of the book Specialty Shop Retailing released last month,

with this revised and expanded edition offering an in-depth education for any retailer.

aimed at stores offering a specific product mix to a targeted niche demographic, 

the wealth of information within the pages will be of help to every retailer - 

from those who've grown up to take over a venerable family business 

to the entrepreneurial generation striking out to make their own mark.

whether you've been at it for years, or are just starting out, 

this book WILL help you - so get your hands on it and read it cover to cover!

I've spent a lifetime providing visual merchandising services to specialty retailers large and small - 

wineries, hotel gift shops, scrapbooking stores, local yarn shops, and finally,

the highly niche-dependent Walt Disney Corporation.

as i have learned through hands-on experience and through success and failure,

this kind of retail is not the same as 'we offer it all' department or big box stores, 

and this book provides an educational resource for attaining success in your specialty niche.

I highly recommend it!

author Carol Schroeder and I have been speakers at the same retail industry events for decades.

we have concurrently contributed to many of the same retail resources, 

including a killer visual merchandising Pinterest board ;) 

I am honored that she asked for a contribution from me for this book...

Carol included this photo of one of my displays for a winery on page 171,

in the 'Visual Merchandising: Displays That Sell' chapter:

I agree with Carol that this display works well as an example of cross-merchandising,

from the juxtaposition of products, textures, and shapes to the 'lifestyle' presentation style.

a 'vignette' of furniture and decorative accessories - linens, pottery, and floral elements - 

adds visual interest to the massed shelving of product (wine) accessible to shoppers,

and inspires customers to buy more than just wine...

which is the main reason to use this style of display:

offer more than expected to entice customers to increase their purchases.

click to see more of my winery displays in my portfolio

the book is available through major retailers - but let's go with the spirit of it,

and order/purchase from small specialty retailers!
Carol sells the book at her own store, Orange Tree Imports, 

and online at IndieBound.org and SpecialtyShopRetailing.com 

Published: A Pro Tip from Deb!

*NOTE: please read 'UPDATE 2020' below this post for important info about links *

I was contacted this week (June 2016) by Allan from Fit Small Business.com - 

an online resource for small businesses.

I'd never heard of them (Sorry!) but after he proposed a collaboration, 

I went to the site to check them out.

TWO HOURS LATER.....

Seriously, they have an abundance of resources and materials

featuring educational information for the many varied facets of owning a small business!
I am very impressed - including with the comprehensive coverage of topics.
The articles & posts (this encompasses a website AND blog) are well-written
on a plethora of subjects that apply to many kinds of businesses - including retail.

...and there's SO much more...

Allan had come across my past blog posts on cash wraps (find them here and here)
and wanted to ask if I would consider adding the Fit Small Biz post about cash wraps to mine.
After reading their article, I was already leaning to 'YES!'...

Then Allan offered to insert content from me into one of their top-ranking articles!

Excellently written by Jason Rueger, their post is on the subject of store planning & design - 

and my recently published article in Gift Shop Magazine also focuses on retail space planning, 

so the concept of Zone Design was a perfect fit.
I pulled some information together, sent it off to Allan, 

and just a few hours later he emailed to tell me it's live. ALREADY!
I'm even MORE impressed now...

After reading his email, I went to their site to check out the article (and grab a few screen shots)...

They've chosen to add me in as a 'Pro Tip', with a link to my website.

I immediately clicked over here and added the Fit Small Business link 

to both of my own cash wrap blog posts, 

as well as their blog link in the 'Resources' sidebar section.
And I'm giving them a shout-out in a dedicated post because honestly,
anyone who can do business in a manner that is beneficial to both parties

and that benefits a LOT of readers deserves a spotlight.

I highly recommend them - so head over to Fit Small Business.com right now,

and plan to spend a couple of hours perusing their content.
Including the store planning post that features my Pro Tip!
You're going to learn a LOT.

the article appears at http://fitsmallbusiness.com/planning-your-store-layout/
see update 2020 below.

Thank you again, Allan, for the opportunity to collaborate with you on this.
I look forward to working with you again!

UPDATE 2020
Fit Small Business contacted me in a flurry of emails last week
to 'ask' me to remove ALL of my links to their site.
on January 2, 2020, the original article penned by Jason Rueger was edited (AND re-attributed),
with the content of MANY small business contributors deleted. Mine included.
So all of us who provided our expertise and insight in content to FSB,
with no pay and with agreement in good faith for a live link to our own sites, were erased.
Even my COMMENT on the article was erased.

I have deleted the live links to the FSB site from every location on my blog.
The link to the article that this post refers to has been changed to a typed reference rather than live link.
The photo above shows how my content appeared originally.
If you visit that article on their site now, you will see it is missing.

It doesn't escape my attention that the re-write of the article contains NEW 'tips' with live links 
that lead to very large corporations selling products and services. 
FSB claims they support small biz, but they only promote giant corporations instead of the small business owners who have given of their time & talent to support THEM.

I can no longer support or recommend FitSmallBusiness as a resource for small business owners.

Published: Gift Shop Magazine Spring 2016

The new Spring issue of Gift Shop Magazine arrived in my mailbox today, 

with my most recent article running on pages 120 - 124.
The subject this time is the efficient and effective use of space in a small store...

something I hear about ALL the time when I speak at trade shows and conferences.

It's a great read, with some inspiring images, 

and I hope you will visit the Gift Shop Magazine website + social media pages 

to see more of the content I provided for this issue!

In the article, I present my Top 5 Tips for Small Store Success:

* Utilize the principle of zone design for overall layout

* Learn how fixtures can help or hinder your capacity

* See how to use vertical space for displays + stock storage 

* Understand the effective use of color

*Find ideas for presenting merchandise in ways that maximize selection and sales.

  

Focusing on those five areas will get you on the path toward success...  

one step at a time! 

This issue of Gift Shop Magazine is available online in digital format!

Vintage Booth Design Tips

So many of you who read my blog are vintage/antique vendors,

selling your goods in mall booths and at shows...
I spent six years selling on the vintage show circuit and I know the challenges you face!
My goal is to provide information and inspiration to help you

present your merchandise in the most creative and effective way possible...

In case you haven't seen it over there on my sidebar >>>
I have a post about the mechanics of setting up a show booth called
The 411 of Vintage Booth Display
that shows you step-by-step how I designed and styled a booth

for my friend and client Rita Reade of Mammabellarte
at her show The Vintage Marketplace at the Oaks in Rainbow, CA.
(a photo of her booth is shown above)
You'll find TONS of helpful tips in that post that you can use!

Click 'Read More' for more resources... 

Published: Gift Shop Magazine

I am honored to have an article in the Winter 2016 issue of Gift Shop Magazine, 

a resource for retailers that is published four times per year.

Every issue is packed full of ideas, inspiration, information and solutions

that help retailers of gift products build successful businesses.

My 5-page article beginning on Page 162

is filled with suggestions, images, and tips
for how to evoke the feel of California, the Golden State,

in your own store's displays.

You'll find a focus on capturing the beauty of the regional differences 

of this vast stretch of land along the Pacific,

along with a glimpse at how to build displays with Hollywood glamour and Disney Magic!
( c'mon, this is ME.... there's gonna' be Disney Magic somewhere in there! )

Bringing the environment surrounding your store inside
 is an effective display practice no matter where you are located,

but is especially successful if you are in a tourist destination.
You'll find this article helpful even if you aren't located in California...
From sea to shining sea, the same principles apply!

No matter what the landscape is like outside your doors,

you'll find inspiration in my article that will help you 

take your customers on an adventure when they walk inside your store!

Click 'Read More' to continue...

The Art of Display

My most popular published article ever,
'The Art of Display',
is available for reading online at Smartretailer magazine...
(link lower in post)

Visual Merchandising is an ART - and a science.

“The image is the most complete form of communicating,”
said Artist Claes Oldenburg, describing art as a technique of communication.

His words are also an apt description of the practice of retail display:

Visual images convey information, mood and ideas to the customer,

compelling them to purchase what you offer. 

For new store owners and seasoned veterans alike, 

visual merchandising is a vital component of retailing -

one that must be planned and updated continuously to obtain the best results. 

You don’t need to be a professional artist to understand how art works, 

as harnessing the power of art to communicate creatively with customers 

begins with the basics.

To understand the basic principles of how art relates to visual merchandising, 

think about how product displays are viewed by a customer 

just as they view art in a museum.

Read this article in its entirety on the SMARTretailer website HERE.

This content is mine, and originally appeared in Country Business Magazine in 2005,

and on their website in 2006. They re-branded as SMARTretailer in 2008.

.

Published: BROADWAY+THRESHER Magazine

Broadway+Thresher Magazine July/August 2013
I am pleased to have contributed editorial content to this brand new lifestyle publication.

My story 'To Plant A City' features award-winning independent filmmaker Tyler Faires,

as he documents the growing Locavore food movement in Northern California.

You can view the story and my interview with Tyler here

 BROADWAY+THRESHER GIVEAWAY:
The magazine is giving away two copies of Tyler's award-winning film 'To Plant a City', provided by Tyler - ENTER HERE   Visit BROADWAY+THRESHER here
Order a print copy of Issue I here
Subscribe here

 

Five Things You Can Do to Improve Your Visual Impact

 A few years back, I shared information with design*sponge website readers  

on the subject of how to maximize  the visual impact of your business - 

no matter what your business is.

Maximum Visual Impact:

 ‘Tell Your Own Story’ in all visual communications. 

Make your brand an expression of your business’ individual mission, purpose, style, and products or services – and then leverage that brand by using it in every visual medium at your disposal. This is the main opportunity for you to show your potential customers why YOU are different than others - be proud of your individuality and build on it.

1. Be Consistent

When a potential customer sees your ad, finds your blog online, or is handed your business card, what is the next step for them? Probably to check out your web site and get more info on you. Then they’ll come to your place of business. Will they see the same business image in all of those mediums? Does your brand image engender confidence?

Plan the components of your design and utilize them across all mediums. From your business card to your web site to your store or office, the same visual elements should appear - color, logos, fonts, taglines, etc. should all flow seamlessly. There should be no question that they all reflect the best things about your business.

Working with clients to build their brand image visually, I help them choose elements that can be used in many mediums and materials to express a consistent image. We create a ‘brand palette’ that incorporates all of those elements to use in their brand expression. From the paint on the walls to the fixtures holding merchandise to the sign outside, it all plays off of their logo and business attributes. It’s experiential marketing because it immerses the customer into the brand – quite literally: When they walk into your place of business, your brand image surrounds them.

To read four MORE things you can do, go here...

content of this post copyright DWK 2009-2016; all rights reserved

no reproduction permitted - used by permision on design*sponge March 2009

['Tell Your Own Story' is a DWK tagline]

Deb In Print: Entrepreneur Magazine online

I was recently interviewed by writer Jane Porter 

for an article in Entrepreneur Magazine 

'Five Retail Design Myths Debunked'  

also includes input from other retail design experts - and it's great advice!

The article released today on the Entrepreneur.com website - 

click here to read

Included in Jane's article is Sarah Parker, 

owner of 'Wild Fibers' yarn shop in Mount Vernon, Washington.

I met dynamic young business owner Sarah at the Yarn Market News Conference in 2010, 

when I presented a seminar on retail store design and visual merchandising. 

Sarah hired me to help her with some details in her store...

and the girl did EVERYTHING I had suggested in my seminar

and my consultation with her. EVERYTHING!

I am really happy that Jane asked me for an example 
of how retailers can smash design myths successfully, 
and that Sarah received this 'nod' in print for all her hard work.

Read about what we did in Sarah's store in these posts in my blog archives.

Thanks for reading!

Published

  FOLK Magazine Holiday 2012

includes my feature article on independent retailer 

Down Home Country Antiques in Orange, California

owned by Peggy and Don Arbenz

Photos by Deb Kennedy and Down Home Country Antiques

Published

FOLK Magazine has released their Fall 2012 Issue

FOLK is available in independent shops across the country, 

Barnes & Noble Booksellers, and on Amazon

my profile of American artisan  

Janet Sears of ReStitched USA 

appears on page 53

please visit Janet's etsy store , blog, and facebook page 

for more information about her products

Published: Supplier Global Resource Magazine

I was recently interviewed along with three other design professionals,

 on the topic of the design of wholesale showrooms.

Writer Ty Yu combined it all into

'Shape Up Your Showroom'

for Supplier Global Resource Magazine's May/June Issue.

You can find the article on pages 49-51 of their free digital publication.

Page 50 includes a tip list from me:

'What Every Showroom Needs'

To read more about showroom design, check out this post from my archives.

New Resource for Women in Business

 Launch Your Creativity

is a new web resource for creative women entrepreneurs.

Visit their web site to find info on a gathering of inspiring women in business,

coming in April in Orange, California!

I am honored to have been featured on their blog today, 

to share a bit about what my business is, how I chose it, 

(or, rather, how IT chose ME)

and how I can help others succeed in creating their own businesses.

Please click here to visit the blog post...

Thank you so much for the opportunity to be featured, Sharon!

'Retail Display Challenge' Article, Part 3

The third of three segments of my recent article 'Retail Display Challenge'  is appearing in the OneCoast Advisor Newsletter and web site today. You can access it here, and links are provided to access the first two segments in the OneCoast archives.   


You'll find great information and inspiration for your store displays in these three articles, as I review three stylist's designs using the same product lines. All three of them offer excellent merchandising & sales techniques that you can learn from.

I originally wrote this article for Country Business Magazine, where it appeared earlier this fall. Thank you, OneCoast and Country Business Magazine, for sharing this information with more retail readers! For more information about OneCoast, and to sign up to receive this free newsletter filled with helpful retailer resources, visit their web site at www.onecoast.com.