Visual Merchandising Analysis

Problem

The COS Florence store reflected the brand’s minimal, timeless aesthetic, yet its merchandising lacked clear product zoning and missed commercial opportunities at impulse areas. The layout and displays were visually balanced but not optimized for engagement or cross-selling.

Goal

To analyze the in-store visual merchandising logic and identify how COS could improve the commercial performance of each display area while maintaining its signature calm, gallery-like identity.

Solution

I conducted a full store audit including floor plan analysis, customer flow observation, and seasonal display review.

Key focus areas:

Evaluate the effectiveness of primary, secondary, and destination zones.

Examine category placement, lighting, and phygital integration.

Propose improvements for impulse areas, seasonal transitions, and in-store services such as COS Restore.

Result

A set of visual and strategic recommendations including:

Redesign of the impulse area to feature bestsellers and scented goods.

Clearer category grouping (e.g., jewelry, accessories).

Improved signage and product storytelling upstairs.

Defined seasonal display rhythm and collaboration showcase plan.

These adjustments enhance both the commercial clarity and experiential calm that define the COS brand.

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