For Autumn West, the art of visual merchandising is a way of giving consumers new ways to dress and show personality through clothing. As with her styling and photography, where she shows off clothes in everyday situations with an urban twist, her merchandising is about more than showing the latest trends – it’s a chance to show alternative ways of styling and planning outfits and new experiences and new connections with the brand. Technology is an important tool for West – not just for online experiences, but through enhanced instore interaction, to bring bricks and mortar stores back to the top of customer agendas.
“I find it interesting how consumers need specific technology or layout designs in order to persuade them to buy products or into specific brands. This is what I want to look at now and in the future. How far can we go within pushing the boundaries for consumers and giving them the experience of a lifetime?”
West’s work allows consumers to interact and visually see what brands and companies have to offer while giving them a chance to explore different technological aspects and designs. This is as wide ranging as designing store layouts, developing interactive experiences or even giving consumers the chance to display their own style on mannequins. West wants to push existing boundaries to give consumers the ultimate connection with the brands they desire.