Visual merchandising 1
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Visual merchandising 1 Visual merchandising 1 Presentation Transcript

  • VISUAL MERCHANDISINGpart 1 Students Handouts, by Sunil Talekar- Faculty SOFT Pune
  • VISUAL MERCHANDISING * Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. * It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product.
  • VISUAL MERCHANDISIN G The major role of visual merchandisers is to maintain the good store image through effective graphic designs and attractive visual arts with the aim of increasing foot traffic to the store and to boost the income.
  • VISUAL MERCHANDISING The presentation of the entire store and its merchandise in ways that will attract potential customers and motivate them to make shopping
  • WHY VISUAL MERCHANDISING???? Visual merchandising; • Generate faster awareness about current trend • Decrease mark down • Create stop point for customer and conversion of stopper to shopper • Improve business productivity • Boost sales
  • STORE DESIGN The main and important functional aspects of exterior design are customers visibility, store security and potential efficiency to fulfill customer requirement. The key elements which are important in any store is marquee, entrance area, windows, danglers, banners, canopies and lights
  • STORE FRONT Store front; • Arcade • Straight • Angled • Circled
  • ARCADE-STORE FRONT • Arcade fronts are spacious • They allow the window merchandise on both the side of main door • These are more relaxing to the shopper and often are with concave or slanted panes of glass and beautifully decorated windows.
  • STRAIGHT-STORE FRONT * This type of fronts parallels the side walk, with its monotony broken by entrances, * The entrance may be recessed into the main floor area, but all the lines are identical.
  • ANGLED-STORE FRONT • Angled front is more similar to straight front, but the monotony is relieved by angles away from the side walk contour. • The designs of the doors or windows in an angled-front store may be asymmetrical or symmetrical.
  • CIRCULAR-STORE FRONT • Circular front is more similar to straight front, but the monotony is on circular line. • The designs of the doors or windows in an curved front store may be asymmetrical or symmetrical.
  • WINDOW STRUCTURE & STORE FRONT • Angled windows • Parallel to side walk windows • Corner windows • Enclosed windows • Open back windows • Arcades • Windowless windows • Live or demo windows • Circular windows • Shadow box windows • Interactive/through glass windows
  • ANGLED WINDOW DISPLAY * By angling the windows, the display space can be elongated and visual can be seen in more angles and gives more exposure to the viewer.
  • PARALLEL TO SIDE WALK WINDOWS * The window that run parallel to the sidewalk and are generally back closed to separate them from the rest of the store
  • CORNER WALK WINDOWS * Window at the corners provides view rom each of the two converging streets.
  • ENCLOSED WINDOW DISPLAY * These window have glass on front display to view while walking and back as well two side are with walls.
  • OPEN BACK WINDOW DISPLAY * These window have glass on front display to view entire store to the customers from the outside.
  • HALF OPEN WINDOWS DISPLAY * Half open window use partitions or dividers of some kind to separate the display from the store proper, like rail fencing or artificial evergreens
  • ARCADE WINDOW DISPLAY * Arcade window display there are set back doors or entrances thereby increasing the size of display window, stores with limited frontage and whose merchandising philosophy requires a large window display space get benefited from such a design.
  • WINDOLESS WINDOW DISPLAY * In this type store get ample open frontage, the shopper can get the impression of the store’s merchandise and will enter the premises without being enticed by a window.
  • LIVE OR DEMO WINDOW DISPLAY * Live or demo windows have caused by many shoppers to stop and notice when they suddenly waved or wrinkled at an unsuspecting passerby.
  • CIRCULAR WINDOW DISPLAY * In order to individualize their images, some companies develop window structure that are quite different from the traditional ones which do not provide space for retiling.
  • SHADOW BOX WINDOW DISPLAY * Stores that features small items such as jewelry require window structure that enable close inspection of the merchandise.
  • INTERACTIVE OR THROUGH GALSS WINDOW DISPLAY * They can literally communicate with shoppers day and night. * Viewers can virtually design their own window displays by calling up brands ad images that interested them from a programmed menu.
  • ISLAND WINDOW DISPLAY • • • It’s a display that can be viewed from all the sides. Deep angled windows and wide frontage results in an excessive amount of space at the store’s entrance. Some stores wishing to better use the lobby area and gain additional display space build islands in the center of angled
  • LIGHT AND WINDOW DISPLAY * Show merchandise in true and vibrant colours
  • LIGHT AND WINDOW DISPLAY * Focus on merchandise which is USP of the brand.
  • VISUAL MERCHANDISING Store merchandise is comprised of following; • Store image • Storefront area • Store interior design • Store location • Store layout • Inner display
  • WINDOW DISPLAY PLANNING RULES • • • Help the eye in finding the focal point in the display easily Limit the number of competing elements in the display Give the display one dominant theme.
  • WINDOW DISPLAY PLANNING RULES • • Use contrast and rhythm to add life to the colours and proportion Select display props and material having some connection with the exhibited product.
  • WINDOW DISPLAY PLANNING RULES • • • • Do not allow the display props and materials to take up most of the best space in the window. Avoid anything that conflicts with the sales message Use colour appropriate to the season. Do not mix the styles.
  • WINDOW ?????? • To attract customers to the store, and ultimately convince them to buy the merchandise. • Sell merchandise by show • Encourage, promote and enhance the sore’s visual image. • To enhance customer’s shopping experience • Introduce and explain new
  • WINDOW DISPLAY FUNCTIONS • It presents the selection of the merchandise in a manner that will maximize both space and visibility to customers.
  • WINDOW DISPLAY FUNCTIONS • To allow store sales associates to interact with customers more effectively.
  • WINDOW DISPLAY FUNCTIONS • To enhance the visual appeal of a product to encourage customer’s interest and subsequent purchase
  • HOW TO ENHANCE THE DISPLAY • Create a strong entrance • Allow front-to-back sightlines. • Take advantages of the highest profile location and place the best selling merchandise in this area. • Direct and redirect common customer traffic patters, which will encourage them to zigzag through the store. • Wrap it all up at the cash-wrap stand, to enable the customer to reach that point after seeing the merchandise.
  • WINDOW TYPES • Approaches to merchandise presentation way according to the type of display from special, feature, areas to regular freestanding assortments and wall units. • Special display areas include end of aisle end caps, windows and point of sales and demo areas. • A display is at its best when it simply show a colour, and item , a collection, or just and ides.
  • WINDOW TYPES Types of displays; • One item display • Line at goods display • Related merchandise display • Variety or assortment display • Promotional display • Institutional display • Seasonal display • Holiday display
  • ONE ITEM WINDOW DISPLAY * A one item display is just the showing and advancement of a single garment or any single item. It features only one piece of merchandise-designer gown, automobile, piece of jewelry etc.
  • LINE A GOOD WINDOW DISPLAY • • It is a kind of display in which only one type of merchandise is shown (all blouses, skirts, jackets) although they may be in a variety of designs and colours. They could be designed by same designer, or created with same fabric or print, or they could all feature a common theme
  • LIFESTYLES WINDOW DISPLAY • • In any store if delivered message is ‘ I am complete outfit, buy me’ it often choose to feature the outfit or ensemble in a setting by itself. The intention is to entice the customer to buy a total package rather than one or two items
  • VARIETY OR ASSORTMENT WINDOW DISPLAY • Potpourris of anything or everything • It is a collection of unrelated items that happen to be sold in the same store • It can be shoes, silk stockings, shirts, night gowns etc.
  • PROMOTIONAL WINDOW DISPLAY • Displays which advances concepts, trend, and an item. • It has very low margin of profit and thus needs a lager sales volume to exists • These display stores generally advertise prices.
  • INSTITUTIONAL WINDOW DISPLAY • • • • This display promotes an idea and not an item. It promotes institutional services. This display presents the store as member of the community which helps further in building the image of the store. In this kind of display only incidental mention is made of merchandise, service, special features, or facilities of the store are featured. These displays create customer loyalty and good will.
  • SEASONAL WINDOW DISPLAY • • Each season brings with it particular merchandise to feature, and nature suggests general settings in which to show it. The cold winter, the budding and blooming of flowers in the spring, the warmth of summer, and the chill of fall each provide a unique opportunity to encourage customers.
  • HOLIDAY WINDOW DISPLAY * Christmas or Diwali is the major holiday of the year for the majority of the retailing industry in the world, other holidays play a major role in the achievement of the year’s total volume.
  • CREATIVE WINDOW DISPLAY * While four seasons and major holidays provides a framework for planning merchandise presentation, much of the work visual merchandiser produce does not fall under these categories.
  • WINDOW DISPLAY SETTINGS • In the presentation of any display, these are some basic approaches that any visual merchandiser will make to set the scene for the merchandise or the concept to be sold. Those are summed up as under; • Realistic setting • Environmental setting • Semi realistic setting • Fantasy setting • Abstract setting
  • REALISTIC WINDOW SETTING • • A realistic setting is essentially the depiction of a room, area, or otherwise recognizable locale, reinterpreted in the allotted display area, either in the window or inside the store. A realistic setting requires the careful blending of colour, textures, shapes and the proper lighting to keep the background at a proper distance.
  • ENVIRONMENTAL WINDOW SETTING • This is a merchandise presentation that shows an assortment of various related items in a setting depicting how and where they may eventually be used.
  • ENVIRONMENTAL WINDOW SETTING • In this for of setting the background is actually the foreground because the details that make up the realistic set are actually the merchandise being promoted in the display
  • SEMI REALISTIC/VIGNETTE SETTING * When space and budget do not allow the time or effort for a fully realistic presentation, the display person may opt for the very popular, semi realistic or ‘vignette’ setting.
  • SEMI REALISTIC/VIGNETTE SETTING * The visual merchandiser presents the essence, and leaves the rest to the active imagination of the shopper.
  • SEMI REALISTIC/VIGNETTE SETTING * This is a more effective but simpler approach to merchandise settings.
  • FANTASY SETTING * A fantasy setting can be as detailed or a suggestive as the display person, budget and time permit.
  • FANTASY SETTING * It is creative, required thoughts, energy and lots of planning, but it can be very rewarding.
  • FANTASY SETTING * It can be surrealistic or just completely off-the wall
  • ABSTRACT WINDOW SETTING * An abstract setting might seem as if it would be the easiest to do, but it is often the most difficult.
  • ABSTRACT WINDOW SETTING * The least amount of display often makes the biggest statement. In an abstract setting, the merchandise is the dominant feature and the setting supports and reinforces the message
  • ABSTRACT WINDOW SETTING * The abstract setting is predominantly an arrangement of lines and shapes, panels, cubes, cylinders, triangles, curves arcs and circles.
  • ABSTRACT WINDOW SETTING * The design does not really represents or look like anything in particular, but it does evoke certain responses from the viewer.
  • MERCHANDISE • Shelving PRESENTATION • Hangin g • Peggin g • Folding • Stackin g