AV Consulting

Amazing show 20/6 Vietnam international fashion week
Singapore designer Mr Frederick Lee

Today’s share:
One of my former trainees sent me a VM display photo and asked for my feedback. To clarify, it wasn’t her work—just a display she came across and wanted my opinion on.
When reviewing merchandising, I always look at it step by step through both a visual and commercial lens. However, every evaluation must start with the brand’s DNA, positioning, and customer.
What works for one brand may not work for another. Good visual merchandising is not just about making products look nice—it’s about supporting the brand story while driving sales.
What I see positively:
• The display is clean, neat, and consistently folded.
• The color blocking creates a tidy presentation.
• The products are easy to shop for, and the wall feels organized.
Where I would challenge the ex*****on:
• If the intention is to create a strong Polo Wall, the story is not coming through clearly.
• Product depth feels light, which reduces visual impact from a distance.
• The color story could be stronger and more intentional.
• There is a lot of unused space that could work harder commercially.
What I would consider:
• Increase product density with 4–5 stacks per section where possible.
• Create a clearer color flow, whether light-to-dark or grouped by color family.
• Add stronger POSM or category messaging to reinforce the Polo story.
• Use the wall to create a stronger focal point and improve customer navigation.
Overall, the ex*****on is neat and organized, but I would look for a stronger connection between product presentation, storytelling, and commercial performance