PAUL J. RUSSELL

VISUAL MERCHANDISING CONSULTANT

Globally, today’s retailers are at war with each other, and to be competitive, a great deal of attention is given to creating a unique in-store environment that connects a brand to its target consumers.

I have a passion for the art and science of visual merchandising strategies, and before the development process, I like to learn as much as I can about the DNA of a brand, including a brand’s background, genesis, product, target consumers, and other components that distinguish the brand from one that sells similar products.

This process provides me with invaluable information that I use to bring together multiple consumer-focused visual merchandising strategies that I have developed throughout my career. The battle is in the mind of the consumer, and visual merchandising is the secret sauce to winning the war at retail.

If you have a project and want to engage your target consumers and develop a stimulating shopping experience, please review my work and reach out to me on my contact page.

MY EXPERTISE

I offer a comprehensive background in developing consumer-focused visual merchandising strategies from concept to implementation. I specialize in window and interior presentations, mannequin styling and storytelling, store layouts and visual directives, merchandising standards, training, and graphic design solutions.

WINDOW & INTERIOR PRESENTATIONS

Your window displays are the eyes of your store. They communicate a wide range of messages and entice your customers to enter and take a closer look at your merchandise. Well coordinated interior presentation combined with the right fixturing, lighting, signage and graphics draws the customer to your merchandise and tell your product story.

MANNEQUIN STYLING & STORYTELLING

Storytelling in visual merchandising is a nonverbal way of communicating your brand story to your customers. It's all about directing your shoppers to your product presentation and stimulating their senses by mixing patterns, colors, and layering outfits to stimulate sales. Dressing and styling your mannequins gives your customers an idea of how your merchandise is coordinated in an outfit and how it will look when they wear it.

STORE LAYOUTS & VISUAL DIRECTIVES

To eliminate the confusion associated with providing instructions on implementing visual strategies in one or numerous locations. Store layouts and visual merchandising directives give clear directions that can be executed and maintained by your store management team.

MERCHANDISING STANDARDS & TRAINING

A critical success factor in executing a visual merchandising strategy is the development of merchandising standards. Customers today need easy access to the products they want. They expect to locate the appropriate size, be it folded or hung, without aimlessly walking throughout a store to find a sales associate.

With that in mind, I make it a practice to ensure that every item in the store has a merchandising standard and every employee is trained on maintaining these presentation standards at all times. These standards are communicated through a comprehensive training program consisting of manuals, videos, and online training.

RETAIL GRAPHIC DESIGN SOLUTIONS

In-store communications through signage and graphics give you the power to build, identify, and brand your retail environment. The right mix of graphics can help you tell your brand and product story and make the shopping experience exciting and fulfilling for your customers.

My graphic designs enhance the customer’s experience and are developed to coordinate with your visual presentations and tell your brand and product story.