VISUAL MERCHANDISINGVISUAL MERCHANDISINGCREATIVE DISPLAYSCREATIVE DISPLAYS

INTRODUCTIONINTRODUCTION

Visual Merchandising (VM)Visual Merchandising (VM) is the art of is the art of presentation, which puts the merchandise presentation, which puts the merchandise in focus.  in focus. 

A neat, eye-catching window display is an A neat, eye-catching window display is an effective way to stop pedestrian traffic and effective way to stop pedestrian traffic and entice people to enter your store. entice people to enter your store.

It educates the customers, creates desire It educates the customers, creates desire and finally augments the selling process.  and finally augments the selling process.  

Visual merchandising is not a science; Visual merchandising is not a science; there are no absolute rules. there are no absolute rules.

It is more like an art in the sense that there It is more like an art in the sense that there are implicit rules but that these also exist are implicit rules but that these also exist to be broken for striking effects. to be broken for striking effects.

The main principle of visual merchandising The main principle of visual merchandising is that it is intended to increase sales.is that it is intended to increase sales.

DEFINITIONDEFINITION

Visual merchandising is Visual merchandising is defined as the physical display defined as the physical display of goods in the most appealing of goods in the most appealing and attractive manner and attractive manner possible. possible.

ELEMENTS OF VMELEMENTS OF VM

Many elements can be used by visual Many elements can be used by visual merchandisers in creating displays, merchandisers in creating displays, including color, lighting, space, product including color, lighting, space, product information, sensory inputs such as smell, information, sensory inputs such as smell, touch, and sound as well as technologies touch, and sound as well as technologies such as digital displays and interactive such as digital displays and interactive installations.installations.

Visual merchandising is the Visual merchandising is the art of implementing effective design ideas to art of implementing effective design ideas to

increase store traffic and sales volume. increase store traffic and sales volume. an art and science of displaying merchandise to an art and science of displaying merchandise to

enable maximum sale. enable maximum sale. is a tool to achieve sales and targets, a tool to is a tool to achieve sales and targets, a tool to

enhance merchandise on the floor, and a enhance merchandise on the floor, and a mechanism to communicate to a customer and mechanism to communicate to a customer and influence his decision to buy. influence his decision to buy.

uses season based displays to introduce new uses season based displays to introduce new arrivals to customers, and thus increase arrivals to customers, and thus increase conversions through a planned and systematic conversions through a planned and systematic approach by displaying stocks available.approach by displaying stocks available.

PURPOSEPURPOSE Retail professionals display to make the shopping Retail professionals display to make the shopping

experience more comfortable, convenient and experience more comfortable, convenient and customer friendly by:customer friendly by: Making it easier for the shopper to locate the desired Making it easier for the shopper to locate the desired

category and merchandise.category and merchandise. Making it easier for the shopper to self-select.Making it easier for the shopper to self-select. Making it possible for the shopper to co-ordinate & Making it possible for the shopper to co-ordinate &

accessorize.accessorize. Providing information on sizes, colors & prices.Providing information on sizes, colors & prices. Informing about the latest fashion trends by highlighting Informing about the latest fashion trends by highlighting

them at strategic locations.them at strategic locations. Merchandise presentation refers to most basic ways of Merchandise presentation refers to most basic ways of

presenting merchandise in an orderly, understandable, presenting merchandise in an orderly, understandable, ’easy to shop’ and ‘find the product’ format. This easier ’easy to shop’ and ‘find the product’ format. This easier format is especially implemented in fast fashion retailers format is especially implemented in fast fashion retailers such as Forever 21 and H&M.such as Forever 21 and H&M.

TYPES OF WINDOW DISPLAYS

Enclosed windows: have a full background and sides that completely separate the interior of the store from the display window.

Ramped windows: floor is higher in back than in front

Elevated windows: from 1 to 3 feet higher than sidewalk

Shadowbox windows: small, boxlike display windows

Semi closed windows: have a partial background that shuts out some of the store interior from those viewing the window

Open Windows: have no background panel and the entire store is visible to people walking by

Island windows: four sided display windows that stand alone, often in lobbies.

VM helps in:VM helps in: Educating the customers about the Educating the customers about the

product/service in an effective and creative way.product/service in an effective and creative way. Establishing a creative medium to present Establishing a creative medium to present

merchandise in 3D environment, thereby enabling merchandise in 3D environment, thereby enabling long lasting impact and recall value.long lasting impact and recall value.

Enables a successful selling process, from Enables a successful selling process, from browsing to buying. browsing to buying.

Setting the company apart in an exclusive Setting the company apart in an exclusive position.position.

Establishing linkage between fashion, Establishing linkage between fashion, product design and marketing by keeping product design and marketing by keeping the product in prime focus.the product in prime focus.

Combining the creative, technical and Combining the creative, technical and operational aspects of a product and the operational aspects of a product and the business.business.

Drawing the attention of the customer to Drawing the attention of the customer to enable him to take purchase decision enable him to take purchase decision within shortest possible time, and thus within shortest possible time, and thus augmenting the selling process.augmenting the selling process.

Components of Visual Components of Visual MerchandisingMerchandising

  There are certain things which a retailer There are certain things which a retailer

needs to take care while proceeding needs to take care while proceeding with the process of displaying his with the process of displaying his products. These components when products. These components when combined together in a proper ratio will combined together in a proper ratio will make a successful outcome.make a successful outcome.

MERCHANDISE

One category, or line of goods

Related groupings Theme groupings Variety or

assortment groupings: collection of unrelated items all sold at the same store.

LIGHTING Used to direct

customer’s attention to the display

Use more light for dark colors, less light for light colors

Beam spread Spotlighting: focuses

attention on specific areas or targeted items of merchandise

Pinpointing: focuses a narrow beam of light on a specific item

PROPS

Objects added that support the theme of thedisplay.

Functional Props: used to physically support the merchandise. (mannequins, stands, panels, screens, etc)

Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc)

Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)

SIGNAGE

Includes individual letters and complete signs. Often on some kind of holder.

Can tell a story about the goods.Should try to answer customers questions.Should be informative and concise.Can include prices, sizes, department

location.

THEMETHEME

Display themes to Display themes to appropriately appropriately support the support the product & Inform product & Inform the customer.the customer.

Right choice of Right choice of colors is vitalcolors is vital

MusicMusic ScentScent

SUCCESS FACTORS OF VMSUCCESS FACTORS OF VM

Merchandise

CONCLUSIONCONCLUSION

Tips to grab the attention of a busy person and Tips to grab the attention of a busy person and lure them into your store to make a purchase, lure them into your store to make a purchase, Grab their attention.Grab their attention. Work with your vendors.Work with your vendors. Work with artists.Work with artists. Show your holiday spirit.Show your holiday spirit. Think outside the window box.Think outside the window box. Be a quick change artist.Be a quick change artist. Don't forget lighting. Don't forget lighting. Keep those windows clean.Keep those windows clean.

There are so many There are so many

things we can spend things we can spend time on. Do not forget time on. Do not forget to allocate time to your to allocate time to your retail window displays retail window displays because they can truly because they can truly be a huge contributor to be a huge contributor to growing revenues and growing revenues and an expanding customer an expanding customer base. base.

Do not let that Do not let that "window" opportunity "window" opportunity pass you by.pass you by.

THANK YOUTHANK YOU