Visual merchandising.

VISUALMERCHANDISING

BY:- Tina dhingra ( [email protected])The technical Insitute of Textile and Sciences (M.tech FAE)

What is Visual Merchandising???

Visual merchandising is the art of presentation, which put the merchandise in focus.

It educates the customer and create desire to buy. Its a presentation of a store. The objective of a store sale promotion plan. A team involved- the senior management, architects,

merchandising managers, buyers, the visual merchandising director, industrial- designers, and staff is needed.

The History of Visual Merchandising

• On 15th march, 1909, Gordon Selfridges became the benchmark of British retailing.

• The 1920 s saw an explosion of creativity in the arts of fashion, which spilled over into the arts of window display, once again, its was paris that led the way.

• Selfridge also revolutionized the world of visual merchandising by living window lights on at night, even when the store was closed. So that the public could Still enjoy the presentation While returning from theatre.

IT INVOLVES…….

SkillsCreativityLightingPropsBackgroundInteriorsFlooring

ELEMENT OF DISPLAY Color:-

– The different color suggest an identify different the theme and mood.

– Color is one of the most powerful tools in the Visual Merchandising segment.

– It attracts attention and pulls more customers into the store.

– Example:• A Halloween display would require black color

in the display theme. • Valentines theme should be ruled by red color

supplemented with pink and white. • A display of baby’s accessories should reflect

light shades of pink and blue colors. • A Christmas display should contain colors of rer,

green, gold and silver.

ELEMENT OF DISPLAY Lighting:-

• Natural day light and light used at night reflect the merchandise appearance. • The same product looks different in

different light .• Lighting is the most important part of

display as it highlights features.• If the display require emphasis on

certain product it can be done through light.

Elements of display Merchandise:- Product itself Functional Block:- Mannequins, Dress forms, Hangers, All-pins. Decorative props:- These are used to display the background or

a theme for enhancing the merchandise put on display. Structural props:- these props support functional props and

decorative props. They are architectural and are used as per the shape of window

Background:- The back side of the wall in window display provide as the frame work on which the product are demonstrate.

Fixtures:- Shelves, tables, rods, counters, stands, easels, forms, and platforms on which merchandise is stocked and displayed for sale.

carousels (circular shape)

Four-way-rackT-Stand

waterfall

Dump Tables/bins

Retail Fixtures

ACCESSORIES USED

ACCESSORIES USED

WINDOW SIZE AND STYLE

Closed windowsOpen-back windowsClosed windowsShadow box windowFocal/Angled windowsRack windowsNo window

WINDOW SIZE AND STYLE

• Closed windows:- These are usually Seen in department stores. With a large pane of glass at the front

• A solid back wall and two solid walls and a door, these window resemble a room.

• Open back windows:- These have no back wall but may have side walls. Many retailers prefer them because they make the interior of the shop visible from outside.

Closed window

Open back window

• No window :- shopping arcades often have good examples of stores with no windows. The whole front of the store is expressed to the public with only grille to separate the store from public in the evening.

• Angled windows:- these are angled back to the entry. This type of window is gradually being replaced on the high street. Product should be displayed parallel to the pane of glass.

Related display

Related display

Rack window

• Corner window:- The windows wrap around a corner. In this windows groupings should be dressed towards the centre of the arc.

• Arcade/ angle window:- The door is set back from the windows. In this case, part of the display should be facing the pavement to gain the customer’s attention.

• Showcase window:- stores that specialize in small items such as jewellary often rely on showcase windows to attract the customer’s attention.

Corner window

Focus window

Showcase window

Importance of visual merchandising

• Increase Sales generation• Profit• Expansion of the store• Corporate image• Big share in market

TIPS FOR GOOD VISUAL MERCHANDISING

1. Take It Outside- If the weather's good and you're allowed to do so, set up a display of merchandise outside your store. This can create a sense of excitement and buzz: consider a "Street Faire" environment, with flags and balloons.

2. Identify Everything- Customers are in a hurry. Use signage to identify not only departments but categories -- this will help customers pinpoint what they need and inspire additional purchases.

3. Set The Mood With Your Windows- Store windows are incredibly valuable merchandising territory: use them to set the mood of the event or sale you're having. This mood should match the mood your customers want to experience after buying from you: do they want excitement, family fun, romance?

4. Embrace All The Senses:- Great merchandising appeals to more than the eyes. Consider how your store sounds, smells, and even feels are all of these 'messages' you're sending with music, scents, and other environmental factors in keeping with the displays you create? You can evoke senses without addressing them directly. For example, putting a pair of red bowls and spoons with a display of tomato soup can get mouths watering!

5. Show Them How It Will Look At Home Use your displays to show customers how the merchandise will look in

their home: Example:- if you're selling furniture, set up a grouping of chairs. jewelry presented in the gift box, perhaps with some curls of ribbon still clinging to the box...

6.Group Like With Like/ThemeOrganize your store logically: customers should be able to find all of one typeof merchandise easily. Create 'groupings' within categories, so all themerchandise that is one color, type, price or size is positioned together.

7. Group By LifestyleDisplay merchandise from several categories -- that all share the same theme

in the appropriate home or workplace setting. For example, in an officesupply store, a display could reflect the workplace of a high-tech wizard.

8. Use the SpotlightLighting attracts customers.Like- Dramatic lighting doesn't have to be expensive: well placed spotlights can draw attention to key pieces of merchandise. Make sure to use spotlights within your store as well as in the windows!

9. Change Your Displays Often-A great display is the first time the customer sees it. But ifthe customer sees that same display next week, and the week after that?Suddenly the display is not so great. It's boring, the same-old, same-

old...andcustomers don't come back to boring stores! Plan on changing your displays atleast weekly.

10.Don't Be Afraid Of Color-Strong color can have strong results: plan your displays around a central

colorthat pops and captures the customer's attention. Try to have a different

coloreach week: if you've used yellow as your central color this week, go withpurple or blue next week -- not red or orange!

WINDOW DISPLAY

WINDOW DISPLAY

Conclusion……..

• Visual merchandising is the art of presentation, which put the merchandise in focus.

• Skills,Creativity,Lighting,Props,Background,• Interiors, Flooring.• Closed windows, Open-back windows, Closed

windows, Shadow box window, Focal/Angled windows, Rack windows, No window

REFERENCES1) VISUAL MERCHANDISING AND DISPLAY ( BY MARTIN M. PEGLER) 5TH EDITION2) VISUAL MERCHANDISING ( WINDOW AND IN STORE DISPLAYS FOR

RETAIL) BY TONY MORGAN

THANKU..