Visual Merchandising manual ... in progress

1. Visual
Merchandising
Basics

2. What is a Brand
• Brand identity
– The outward expression of a brand – including its name,
trademark, communications, and visual appearance – is
brand identity
• Visual brand identity
– The recognition and perception of a brand is highly
influenced by its visual presentation. A brand’s visual
identity is the overall look and in retail an extension
towards experience. This integrate logo, color, look,
architecture and presentation.

3. Good Brand
• Delivers the message clearly
• Confirms credibility
• Connects to target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty
• It is the sum total of consumer’s
experiences and perceptions, some of
which you can influence, and some
that you cannot.

4. What is Visual Merchandising
• In simple words VM is the art and tool to create
pleasing and tempting environment for the
customers to shop
• If used properly, it is the best sales and
promotion vehicle for the store and in turn for a
brand on the whole
• It is the key differentiator between different
brands in the market, as it establishes the brand
image and reinforces the brand promise and
value proposition.

5. AIMS of
VISUAL
MERCHANDISING
Attracting new customers
( whom have not shop with us before )
Reflecting the brand image of
the lifestyle concept
Presenting merchandise to influence the
success of every collection
( creating the WOW ! Expression on VM displays )
Improving customer flow
( regulars keep coming back )
Make shopping easy and enjoyable
Stimulating customers to spend time and money
( genuine talk with customers )
Increasing the frequency of purchases of customers

6. DEFINING GOOD VISUAL MERCHANDISING
Its all just about tiny details
Understanding how the customer shops the brand :
Identifying the store’s high exposure area.
The encouragement of multiple sales :
Introduce accessories to match outfits.
Encourage an item which can be matched with multiple choices.
Remember your regular customers’ last purchase.
Fixture which is right for the design and function of the product :
Fixtures are not dead, we must always think of ways to better utilise these
fixtures to it’s fullest.
Correct lighting – what’s the point of creating a wonderful presentation if it’s
poorly lit ? Retail staff must be able to spot and get help to fix blown bulbs
with minimum delay.
Ticketing and signage which enhances the brand and gives you the
information you need about the product.

7. Its ALL about Addressing the
Merchandise Display -
(Neat to see / Easy to shop) -
All lights in working condition -
Staff grooming & appearance -
- Music in the store
- Staff greetings to customers
Odourless environment -
(Fitting rooms / staff body odour) -
Scent -
SEN5SES of
VISUAL MERCHANDISING
- Air-conditioning
- All fixtures & fittings free of dust
- Merchandise not soiled
(Eyes) Sight
Sound (Ears)
(Nose) Smell
Taste (Mouth)
- Fashion trend updates
- Cross selling techniques
- (Product knowledge)
Feel (Hands)

8. So How do we enhance our
sales?
Pay attention and due Respect

9. Basic VM Areas
• Windows
• Store Layout
• Merchandise presentation
• HYGINE & STANDARDS
• VM, Branding and Posters etc.

10. Window
What Are
Windows?

11. Window merchandising objective is to get the consumers to
come into the store to See, Try and Buy the products. By
attracting them at the sidewalk level and acts as our “brand
packaging”.
As windows are the first point of contact with the consumers, we
must always ensure the brand and its concept messages that we
communicate are:
• Focused
• Impactful
• Simple
• Clear
• Balanced

12. Window or series of windows in your retail store should
always communicate a singular consumer-focused the brand
message. This message should live in the windows for a
duration of about 30–60 days.
Within this time period…
• Outfits should be changed weekly. However
the featured concept should remain constant in
all windows.
• Only display the concept indicated on the
marketing calendar — Do not show any other
concepts not on the schedule.

13. Window
How To Create A
Composition?

14. Window
Composition
Window Composition is defined as how the products, POP
and spaces are placed within the display. Always ensure there
is visual balance in the composition of your window.
The most common and effective composition is
triangular in shape. It can be either symmetrical or
asymmetrical.
It can also be in different shapes and have
different center lines.

15. Window
How To
Maintain?

16. Window
Maintenance
• Basic Standards
– Iron the garments used in the window and hide all tags.
– Change the outfits weekly to keep the window fresh.
– Maintain the colour story of the concept for the whole time
period.
– Keep the window clutter free!
– Check the window lighting daily and change any fused bulbs.
– Sweep the floor daily.
– Dust the mannequins/props daily.
– Ensure the window glass is clean and smear free at all times.
– Check the window stickers are neat and fully secure to window.
– OK to sell what is in the window if a consumer wants it. But
always REPLACE the outfit and re-style it.

17. Mannequin
What Are
Mannequins?

18. Mannequin sole purpose is to showcase the products and
communicate the brand image.
Mannequin must always:
• Display key looks
• Provide styling cues
• Communicate the concept of the product
• Reflect our target consumers
• Look natural
Top Tips:
For a “Lived In Look” — lightly spray the outfit with mineral
water directly on product. When dry, it will appear naturally
worn.
For a “Real Worn Look ”— hand wrinkle the clothes in areas
where the clothes would naturally wrinkle (i.e. shirt tails,
elbows
and knees).

19. Mannequin
How To
Position?

21. Understanding Store Layouts
Consumer flow, Slowdown,
Sightlines, Focus Points

22. Store Front & Windows
• express the brand personality.
• are the first points of contact between consumers and the
brand and must communicate the brand message.
• must have visual impact even from a distance to entice
consumers to what is inside the store.
• need to be maintained and updated to keep interest.
The Golden Rule of 5 Seconds. That’s all the time we have to captivate the potential
customers. In this blink of an eye, they must be attracted to our merchandise and stay
interested. As they enter your retail space, it is important that the first four seconds are positive.
Overall, the ambience of the store should stimulate and engage them. They should see and feel
that the brand offers cutting edge products.

23. Slowdown
Unless you stop them at the entrance with a compelling visual
experience, they may turn around and walk out.
How to do it:
• As consumers enter the store, divert flow with
a fixture or a mannequin to encourage movement
to the left or right.
• Attract their attention with an impactful display
presentation, but don’t block the entrance.
• Pull them through the space with strong focal points.

24. Slowdown

25. • are clear directional lines created by walkways within the
store.
• lead consumers to a focal point at the end of the sightlines.
• drive consumers from the front to the rear of the store and
back like the “Pinball” effect.
How to do it:
• On your store, observe where the
sight lines are within your store and ensure you
merchandise accordingly.
• Lead consumers through the space by placing
fixtures from lowest to highest with the lowest fixture
off the walkway and the highest fixture would be
the wall.
Top Tips: Use fixtures to lead the consumers’ eyes front to
back from the shop floor to the sight line.
Sightlines

26. Sightlines
Main
Sightline
Secondary
Sightline

27. • are areas of visual interest located at the end of a sightline.
• are acting like visual signposts.
• are created by effective product merchandising techniques
and
creative visual displays.
• are positioned as the ‘Pinball’ effect to lead consumers
through the store.
CREATING BROWSING AREAS
How to do it:
• Fixture placement should take consumers off
main walkways and towards perimeter walls
stopping them on route.
• Fixtures need to face the consumer flow to ensure
the entire product range is shoppable.
• Random placing and different angles confuse
the consumer.
USING FLOOR FIXTURE
Fixtures should be shopping distance apart by a minimum of
ONE metre all around, ensuring sufficient space for maximum
product exposure.
Top Tips: Never block a focal point with a floor fixture or you
will lose impact.
Focal Points

28. Focal Points

29. The Merchandising Principles

30. What is
Colour?

31. Colour helps the consumers to easily spot the merchandise.
Hence,
understanding the colour story each season is crucial to create
visual impact and increase sales.Thus, it is very important to
display products correctly.

32. Colour
Colourization
Always merchandise colors in order of warm,
cool and neutral.
Always present from left to right, or top to
bottom.
Do not display products in a zig-zag manner or
in the wrong colour order. This will mess up
the display and designated look, thus making
it difficult for consumers to shop.

33. 1 2 3 4 5
Stop Look Check Think Decide
Don’t merchandise
a product until you
are certain as to
where it belongs.
Check out the
product and look for
special features—
innovation, finish,
style, colour, and
fabric.
See if the product
needs special
merchandising
How does the
product look when
merchandised
with the others?
Know the concept
zones on the floor,
and decide how the
product should be
merchandised and
which technique to
use in presenting it.
Show off the
product features!
Merchandising Principles

34. Balance
Product Hanging
Product Hanging adds variety to the overall presentation and
can be used to create focal points.
How should hanging products look?
• Make sure all creases are removed, as these are easily seen.
• Always “dress out” the first hanger. (eg t-shirt, shirt and
jacket combination)
• Ensure the price labels and packaging are tucked away neatly.
• Hang only the right amount of products on 1 hanging rail
Top Tip: All hangers should form a “?” (question mark) on the
hanging bar and product should be hung for a right-handed
person.

35. Balance
Product Hanging
Anatomical Order
Anatomical Order is hanging
products in a logical head to toe
method — like when presenting tops
(jackets, shirts & etc… they should be
followed by bottoms (a complete
stylish outfit). It can also be using
folded products below the hanging
items.

36. Balance
Product Hanging
Side vs Front
Side Facing hanging products on a
single arm promotes a choice of colour,
styles and side details.
Front Facing hanging products on
a single arm promotes a key item or
an outfit in one colour.

37. Stacking
Stacked/Folded ideal max Min
T-Shirt 05 06 03
Shirt 05 06 03
Sweat Regular 05 06 03
Sweat Wide 05 06 03
Jacket Wide Fold 04 05 03
Bottom 1/2 Fold 05 07 04
Bottom Tri Fold 05 06 04

38. Lets adopt
PRE RETAILING STANDARDS

39. Pre-Retailing
Standards
Hanging Standards
• Always “DRESS OUT” the first hanger. (e.g. t-shirt, shirt and
jacket combination)
• Make sure that all creases are removed as these are unsightly.
• Ensure all price labels, tags and packaging are tucked
away neatly.
• Hang only the right amount of products on 1 hanging rail.
Please refer to the product density charts.
• If available, use a branded hanger.

40. Pre-Retailing
Standards
Hanging Standards
Note: All hangers hook should
form a “?” (question mark)
on the hangingbar and the
products
should always be hung for a
right-handed person.

41. Pre-Retailing
Standards
Hanging Standards
Front Hanging
Front Hanging
Front facing hanging promotes a key
item or an outfit in one colour on a
single arm of rail.
Front Hanging
T-Shirt
Shirt
Jacket
Pants
Min Max
04 pcs / 01 lot 06 pcs / 02 lots
Note: Maximum hangers on a Front Hang is 6
Promote layering on the Front hang but only in Khakis

42. Pre-Retailing
Standards
Hanging Standards
Side Hanging
Side Hanging
Side facing hanging promotes a
choice
of colours, styles and side details on
a single arm of rail (i.e. arm/leg
details).
Side Hanging
T-Shirt
Shirt
Jacket
Pants
Excessive layering
should be avoided
Min Max
06 pcs / 03 lots 14 pcs / 05 lots

43. Don’t add too many colours on one
bar/section select them wisely and
display neatly
Colour Blocking
Maximum colour block
on a hanging bar : 3

44. The General Don'ts
These have been observed at many
stores and need to be immediately
rectified and strictly followed always

45. NEVER Display anything on the
shelf below a hanging
Add one extra shelf just below the hanging in the vacant space

46. Never hang just product category
always display co-ordinates
(Tops & Bottoms)
Always display some bottoms with tops or Vice Versa to present a complete
look. Helps in up selling and gives a better outlook and image.
Tip: Use Layering and styling details to further improve the look. Makes it more interesting.

47. S hooks to hold merchandise in a
casual fashion only.
(As if hung on keg in the cupboard/wardrobe)
Never Display the merchandise
using multiple hooks and
showcasing it flat spread. Hang
is very casually ensuring key
detail is highlighted. Avoid using
Photo frames on S hooks.
Never display the merchandise
using hangers on S hooks. Also
avoid putting picture frames or
props in front of casual s hook
hangs. Only promotional
material allowed in front.
Tip: Accessorise the garments with belts, sunglasses etc.

48. Never Display top and bottom
alternatively. Always make a block
of tops and bottoms.
Blocked Alternate
Don’t
Alternate
Tops &
Bottoms
Display
Them in
Blocks
Alternate display looks tacky and takes away the IMPACT. Also it hides the
details / visibility of the merchandise as apparent from photo above

49. Don’t make too many blocks in a
single side hanging series.
Ideally make only 3 blocks/divisions
1 2 3
Making too many blocks / alternative blocks
of shirts and trousers renders the display an
unclean cluttered look.
Tip: Always try to display the side hangs in colour blocks and use an accent colour to break if needed.
Like in the above photo the green is an accent but would be more effective if placed in the middle
thereby dividing blues into two sections.

50. Pre-Retailing Standards
Best Practice

51. Pre-Retailing Standards
Stacking & Hanging
STACKING: Ensure each and
every pile of products are
stacked neatly especially when
folding bottoms of different sizes
HANGING: Ensure the space
between 2 hangers hook should
be around 3 fingers width.

52. Pre-Retailing
Standards
Size Order
• Product must always be merchandised in size order with the
smallest size on top of the pile/front of an arm to the largest on
the bottom of a plie/back of an arm.
• Bottoms must always be merchandised primarily by waist size
and then by length, with the smallest size/shortest leg at the top
of the pile/front of the arm to the largest waist and longest leg
at the bottom of the pile/back of the arm.

53. 28 x 32
XS
32 x 36
S
M
L
XL
29 x 34
30 x 32
31 x 34
XS
S
M
L
XL
28 x 32
29 x 34
XS S M L L XL XS S M L L XL
30 x 32
31 x 34
28 x 32
29 x 34
30 x 32
31 x 34
32 x 36
34 x 36
30 x 32
31 x 34
28 x 32
29 x 34
30 x 32
31 x 34
32 x 36
Stack Size Order

54. 1 2 3 4 5
Section
Layouts
& Gender
Separation
VM & Window
Techniques
Retailing
Standards
VM
Principles
Stock
Rotations
VM should reflect
how customer
shop with similar
things placed
together.
Seasonal window
with hanging
and folding
techniques should
be evident at all
time.
Focal points,
balance and colour
stories should be
evident in each
section.
Products should be
folded, stacked,
sized and stocked
(Product densities).
Newness—
products or
presentations
should be refreshed
regularly to give a
fresh look to the
store.
You need to just
rearrange the
merchandise in the
store.
The Five Step
Approach

55. RETAIL IS DETAIL
Get it Right Every Time

56. TYPES OF
LIGHTINGS
DOWN
DIRECTIONAL LIGHTS LIGHTS
Directional lights are meant to be directed onto the following areas in the store :
1. Font face and side hanging merchandise
2. Image posters on the wall or fixtures
3. Mannequins ( chest area )
4. Still Life / Props Display ( focal points )
5. Freestanding fixtures

57. Free Of Dust
First Impression last!
Windows need to be checked at least twice a day.
All fixtures and fittings must be dust free.
Use the Retail Store Operation Daily Checklist as a guide.
All Lights Working
All spot lights must be focusing onto in-store
mannequins, if any, posters, focal points and
merchandise. And that they must be in good
working conditions.
Merchandise Presentation
All hanging merchandise must be steamed or ironed.
Price tickets neatly tucked inside.
Correct hangers used & facing the customer flow.
Soiled merchandise to be removed from the selling floor.
Outfits on mannequins are available in-store.
HOUSE
KEEPING
NEEDED

58. Checklists
These are the basic checklists that you should follow
everyday to evaluate your stores.

59. Take a fresh look at your store floor.
Walk the floor as though you are the consumer.
Check for the following…
• Windows
– Window campaign is in place according to guidelines.
– Entrance is clean and free of litter.
– Light bulbs are all working.
• Featured Concept on Aisle
– Featured concepts are in the most visible, impactful place on the
floor.
– Aisle presentation draws consumers into the space (placement
of fixtures).
• Zones
– The floor is zoned according to guidelines.
– The focus zone is merchandised with correct products.

60. Product
• Products are folded, stacked and hung to standards.
• Products are sized and contained the recommended
units according to guidelines.
• Presentation is balanced.
Merchandising
• Concepts are merchandised according to guidelines.
• Key outfits are clearly displayed by concept.
Mannequins
• Window mannequins are in correct key outfits.
• Products featured on mannequins is available on
a fixture or shelf nearby.
• Mannequins are accessorized in an appropriate way.
Light
• Lightings are in good working condition.
• Lightings are directed onto key fixtures and products.
Maintenance
• Floor is clean and free of obstructions
• Shelves, fixtures and mirrors are free of dust
• Fitting rooms are clean
And don’t
forget your
5 minimum
standards!!

61. In store Maintenance Checklist
• Thematic Presentation
• Stacking Quality
• Hanging Quality
• Color coordination
• Shade coordination
• Illumination and lighting
• Rotation of garments
• Color wise size coordination
• Music and mood
• Temperature in store
• Enhancing key products and its
information.
• Accessories display
• Signage Quality
• Zipped and buttoned garments
• Availability of Tags
• Size set maintenance
• Hangers availability
• Optimum utilization of space
• Cleanliness
Personal (Staff) Hygiene and cleanliness is paramount
– Dress and individual
– Well Groomed and odor free

62. Window & Exterior Maintenance Checklist
• Cleanliness
• Well ironed garments
• Coordinated apparels and accessories
• Illumination Quality
• Signage Quality
• Optimum Display
• Overall visual appeal
• Weekly change
• Non cluttered look
• Innovation within constraints.
• Façade is Clean
• Signage is clean
• Passage in front of store clean and well lit

63. Staff Checklist
• Uniforms to all staff
• Motivate and enthuse staff on good sale
• Provide a platform for extensive knowledge on products,
about materials and processes gone into making the
product
• Communication ability and adaptability exercise, provide
them knowledge on themes and looks.
• Make them a fashion coordinators.