Your SlideShare is downloading. ×
Visual merchandising
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Visual merchandising

2,915
views

Published on

Published in: Education, Business

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,915
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
128
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Visual merchandising
  • 2. Visual Merchandising• Defined: – The physical presentation of products• Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer.• Passion for design and creativity are essential to be a good visual merchandiser. Awareness of happenings in the fashion world is needed in order to keep up-to-date with the dynamics of the market constantly.• Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or welcome a season. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal.• Its not just about window displays – Store design, planning, store and department identification, traffic control, store layout, space/ sales analysis, fixturing, window displays, interior concept/ design, and display research, signs, POS, sales promotions etc.
  • 3. “Visual presentation has an advantage over broadcast and print advertisements… over 60% of all women gettheir clothing ideas from store displays.”Martin Pegler (Author of Visual Merchandising and display. 2006)
  • 4. Who uses VM• Retailers: – Make merchandising desirable – Make merchandise easy to locate in the store – Introduce and explain new products – Promotes store image – Entice customers into the store – Show merchandise assortment
  • 5. …‘the eyes of the store’• Window: – The window is also know as the eyes to the interior of the store – Reinforce brand image – Introduce brand/ product line to new or existing customers – Strengthen traffic and sales – Types of windows: Closed back • Advantage: – Less background distractions • Disadvantage: – Could appear as a barrier, Intimidating Open back; • Advantage: – Customer can see into the store • Disadvantage: – Distraction from store merchandise – Cant use screens, curtains, banners, plants etc
  • 6. VM design elements• Colour – Can immediately create a mood – Lighting: Should accent focal point, if possible – Customers entering a store are greatly influenced by the visual information they gather in the first split second. One simple visual element, such as colour, can catch a shoppers attention and also greatly affect their mood. In todays ultra competitive market place it is of paramount importance that retailers understand the basics of visual merchandising. – A right choice of colours in the display can turn walkers into stoppers and significantly convert them into customers. It is therefore mandatory to choose the right colour for the right theme of display.• Texture – Surface treatment or feel – Smooth surfaces appear lighter – Textured surfaces appear darker – Can be suggestive: • Feminine versus masculine
  • 7. • Line – Vertical: Strength, height, pride, dignity – Horizontal: Easy going, restful – Curved: Grace, charm, feminine – Diagonal: Action, force, strong• Balance – Symmetrical: Formal – Asymmetrical: Informal/ often more interesting• Dominance: – By colour, size or position – Attracts the eye first – Usually the merchandise• Contrast: – Show a sharp difference between objects – Can use colour or texture
  • 8. • Proportion: – Relationship of size, scale, or weight – Baby shoes next to a huge teddy bear??? – Attracts attention – Promote and idea or look • Fragile versus weak• Rhythm: – Movement from element to element – From dominant object to subordinate object – Use of line, colour, lighting – Circular – Triangle• Repetition – Colour, line, shape – Creates importance and dominance
  • 9. Window examples…
  • 10. Case study....
  • 11. Adidas
  • 12. Adidas• Clarity of thought : The window display focuses on the women wear and accessories specially for the sports.• Creativity : The tagline being used is quite motivating for women of this era and would assure her that anything is possible. The straight mannequins also suggest forcefulness and rigidness of the women’s attitude. The colour used in the background is blue signifying the cool and sporty look.
  • 13. Adidas• Effectiveness : The display of upside down women signifies the freedom and independency of women which will motivate them to walk in the store.• Why did it work : It forces female customers to ponder what the store holds for them.
  • 14. Marks & Spencer
  • 15. Marks & Spencer• Clarity of thought : The window display clearly shows that the sale season is going on for the apparels and accessories offered by the store.• Creativity : The red color is used to indicate sale period which can be discovered from a far distance. Red colour is psychologically attached to the customers; it portrays excitement/ impulse purchase decisions.
  • 16. Marks & Spencer• Effectiveness : A customer interested would surely walk-in to avail the discounts as the display is shouting out for the sale season.• Why did it work : The entire display used the red color tints and shades indicating sales period & also providing an opportunity to avail extra reduction. The big banners as well as mannequins wearing similar t-shirts talking about sale are also very helpful.
  • 17. Research• Look beyond and read between the lines…• What are artists doing? – Art instillations… Could this be a source of inspiration. – Competitors… – Trends… Fashion/ Lifestyle
  • 18. Fendi OasisBurberry Zara