vm trend

INTRODUCTION

Visual merchandising is no longer just a matter of making merchandise look attrac-

tive for the customer. It is the actual selling of merchandise through a visual medium. Vis-

ual merchandising is a way for stores to say ‘This is who we are and what we stand for’.

An understanding of basic visual merchandising concept and theory is essential to the ef-

fective presentation of a store and its merchandise to the customer.

Display or visual merchandising is showing merchandise or concept at their very

best, with the end purpose of making a sale. We may not actually sell the object displayed

or the idea promote but we do attempt to convince the viewer of the value of the object, the

store promoting the object or the organization behind the concept. Though a cash register

may not ring because of a particular display, that display should make an impression on the

viewer that will affect future sales.

OBJECTIVE

To define about what the trend on display in today

Describe what the theme, props, lighting, setting, and more at their display.

To know what the principle of design that their used for the display

To know how to use the displays props and material that has some connection to the

merchandise being displayed

To know what the suitable the display with the season

DISPLAY TREND

1.0 DISPLAY CATEGORIES

1.1 Exterior Display

Store Fronts and Window Structures

The design to match the allocated space the store’s merchandising mix and the re-

tailer’s concept of how to best attract shoppers.

Parallel To Sidewalk Windows

The idea arrangement or making the greatest impact on the shopper that configura-

tion. The main entrance to the store is flanked by as many as four large windows

Windowless Store Fronts

This display are replaced by large glass walls that separate the interior from the ex-

terior. The space is so costly and limited in these giant selling environments. The

entrance is often a large glass front through which shoppers may see the entire store

or a portion of it

Pic 1 : ESPRIT – Pavilion K.L

1.2 Image And Identity

The company must have own company and identity about their product to look

different between another company

The company must have our image and identity about their product to look differ-

ent between another company.

The product must have their own identity as their company trademark

1.3 Colour

It is one of the most dominant forces in getting someone’s attention.

A colour wheel is merely the six basic colour of the prism are red, orange, green,

blue and violet.

On popular scheme is monochromatic that is centered on one based colour.

2.0 INSIDE THE STORE

All furnishing of the store should be place to enhance the visual impression each

floor. They should be arranged both to sell the most merchandise and to be pleasing

to the customer.

2.1 Picture 2: Inside Display

2.1.1 Position

Table display – these merchandise more readily than do shelf display because they

are located in front of the stock areas, bringing the goods nearer to the customer and

allowing the customer to touch the merchandise.

2.1.2 Lighting

Fluorescent lights and incandescent can be used, but both should provide light with-

out being part of display, they should be recessed and out of side.

Coloured light must be used with care as they can alter the colour of the merchan-

dise can be displayed.

Pic 2 : ESPRIT – Pavilion K.L

2.2 Picture 3 : Inside Display

2.2.2 Equipment and Props

The equipment and props used by retailers vary from a few simple fixtures to a

wide assortment of props.

The shapes may either be very realistic or somewhat surrealistic. Sometime they

may simple parts of the body such as women’s legs for displaying gloves and jew-

elry.

2.2.3 Design

a) Balance

Both of sides of a display should be in balance.

If in imaginary line were drown down the middle, the element on each side should

be roughly the same size.

b) Rhythm

Rhythm help the customer eyes move throughout the entire display, and prevents

their attention from leaving the display until they have seen it all.

Pic 3 : ESPRIT – Pavilion K.L

2.2.4 Arrangement

Arrangement create an attractive display

Any of the design element or combination of elements in display can be repeated in

a regular or irregular pattern to archive harmony among the item in the display

2.3 Picture 4: Inside Display

2.3.1 Props

Display props include all physical object within the display area that are not consid-

ered salable merchandise namely, floor coverings, walls treatment, background,

mannequins, shelves, steps and other object involved in creating setting for the mer-

chandise.

2.3.2 Shelf or Display Area

Shelves and display areas provide the actual physical framework for the display

The types of merchandise that will be display influence the selection of a display

area.

2.3.3 Lighting – Spotlight

Spotlight ensure that maximum amount of light is focused on the merchandise.

That has clear face, which means that the light is more direct and concentrated than

the dispersed light from floodlight illumination.

Coloured spotlight may change the colour of the merchandise and so low-intensity

coloured spotlight are more often used on background and sign

Pic 4 : ESPRIT – Pavilion K.L

2.4 Picture 4 : Inside Display

2.4.1 Arrangement

a) Pyramid – it is a triangular arrangement that begins with a broad base and rises

toward a point. It is a common device to achieve proportion and

many types of small merchandise can be displayed in this manner.

b) Step - A step arrangement simply a gradation of height

- Merchandise displayed together on pedestal of increasing height give the

effect of being on the steps of a staircase

2.4.2 Variety or Assortment

It is a collection of unrelated items that happen to be sold in the same store.

It can be work shoes, silk stockings, tea kettles, shirts, wicker chairs, red flannel;

nightgowns, and cowboy boots.

Pic 5 : ESPRIT – Pavilion K.L

2.4.3 Semi – Realistic Setting

The display person may option for the very popular, semi – realistic or “vignette”

setting.

The visual merchandiser present the essence, the tip of the iceberg, and leaves the

rest to the active imagination of the shopper.

2.5 Picture 5 : Inside Display

2.5.1 Image On Store

Stores use varied styles and types of display to attract customers.

Customer’s opinion about a store is often based on the store image.

Good interior decoration can generate excitement to the customers.

The store’s merchandising, interior decoration , promotion and customer service de-

velop, maintain, and reflect that image and try to generate excitement about the

merchandise in order to create desire to buy.

2.5.2 Type of Customer

The shoppers who cover themselves with garment branded with a store’s name on

pockets, patches, shoulder and hips

Everyone believe that people who shop in that store are young, smart, sophisticated,

amusing, clever, trendy and fun to be with then a shopper who buy clothes at that

store can also be young , smart sophisticated and more.

Pic 6 : ESPRIT – Pavilion K.L

CONCLUSION

The conclusion is the display or visual merchandising is the presentation of a store

and its merchandise to the customer through the teamwork of the store’s advertising, dis-

play, special events, fashion coordination, and merchandising department in order to sell

goods and service offered by the store. The merchandise sources and therefore carries simi-

lar items. The thing that makes the difference is how the merchandise is presented. In other

word, good visual merchandising gives the merchant gives the merchant an invaluable

competitive edge as well as defining as store’s personality.

The store reinforces hat belief with merchandising display, the type of mannequin

show the manner in which in mannequin are dressed, positioned and lit. In this way, the

store promotes its image and fashion trendiness.

KEMENTERIAN PENGAJIAN TINGGI MALAYSIA

POLITEKNIK JOHOR BAHRUKM. 10, JALAN KONG KONG, 81700 PASIR

GUDANG,JOHOR DARUL TAKZIM

DEPARTMENT OF DESIGN AND VISUAL COMUNICATION

V 3831VISUAL MERCHANDISING

ASSIGNMENT 2:Display Trends

PREPARED BY:

NAME: MOHD ZUKIFLI BIN ISMAILREG. NO: 09DFP05F015

CLASS: DFP 6C

LECTURERPN WAN NORIHAN BT WAN MOHD NOOR