Absolutely Fabulous
Visual Merchandising Finalist
Kathy Krassner -- Gifts and Dec, 8/21/2010 4:42:29 AM
Absolutely Fabulous in Huntington Beach, CA, lives up to its name when it comes to creating absolutely fabulous windows and in-store displays. "Visual merchandising is a large part of our marketing budget," shares owner Diane Silverstein, noting that, "So much of our non-word-of-mouth foot traffic is a direct result of our window displays."
The store's designer Brett Richardson mixes fun with classy to reflect the unique personality of Absolutely Fabulous. "The aesthetic is very different than other stores in our area, much like the product we carry," states Silverstein, who describes her store as "eclectic." Candles and gift items share space with barware, home décor, lighting, fine art, clothing and wooden dolls - with eyecatching results.
"The depth of product means repeat customers can shop for long periods of time, yet it is easy to cater to ‘quick shoppers' because single items are grouped this way," says Silverstein.
"The main challenge we face with merchandising at Absolutely Fabulous is how to get lots of product onto the floor without crowding it, "says Silverstein. The store has many repeat customers who like to take their time browsing, so it's important to retain their interest. "We also do not want to make it difficult for them to find specific goods, so it's always a balancing act," between display and organization, she adds. 
Richardson overcomes this challenge by creating displays that feature one item, but are tied together with a thematic and color-driven presentation. Selected vignettes inside the store are matched thematically with window displays. For example, a predominantly red, romantic-themed window for Valentine's Day was accompanied by an in-store vignette that featured a variety of different products, but utilized the same strong red color and love-related theme.
When a large order of bridal related merchandise arrived, a display window featuring a mannequindressed in a wedding gown and surrounded by bridal accessories was created to match a bridal section inside the store. Both areas featured white f lowers and lots of crystal, adding elegance. This bridal section remains in the store today," just with newer stuff!" says Silverstein. 
Absolutely Fabulous did not experience one lagging quarter in 2009despite the recession. While a recent expansion can take credit for a huge rise in sales last summer, the store's visual-merchandising strategy has remained constant, and Silverstein believes it's a big reason why every quarter, not just post-construction, was higher than the year before.
"It is not rare to see people stop their cars to look at our windows, "states Silverstein. Kermit the Frog makes an appearance in every one. Says Richardson: "My displays are inspired by smiling. The more the smiles, the better it makes me feel." And the bigger the sales!
- Kathy Krassner
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