Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Visual merchandising & fashion store layout


Published on

Visual merchandising can be simply defined as the physical presentation of products. It is the coordination of all physical elements of a business to project the right image. Visual merchandising has increased tremendously in importance with the growth of self-service retailing. Good to marketing & presenting is merchandising, which attempts to maximize sales and profitability by inducing consumers to buy a company’s products.

Published in: Education
  • Be the first to comment

Visual merchandising & fashion store layout

  1. 1. Md.Azmeri Latif Beg MSc. in Textile Engineering(DIU) VISUAL MERCHANDISING & FASHION STORE LAYOUT
  2. 2. • Fashion designers and manufacturers promote their clothes not only to retailers (such as fashion buyers) but also to the media (fashion journalists) and directly to customers. Once the clothes have been designed and manufactured, they need to be sold. But how are clothes to get from the manufacturer to the customer? The business of buying clothes from manufacturers and selling them to customers is known as retail. Retailers make initial purchases for resale three to six months before the customer is able to buy the clothes in-store. • Fashion marketing is the process of managing the flow of merchandise from the initial selection of designs to be produced to the presentation of products to retail customers, with the goal of maximizing a company’s sales and profitability. Successful fashion marketing depends on understanding consumer desire and responding with appropriate products. In today’s fashion retailing business, Visual Merchandising plays an important role to bring shoppers inside the store and make them a purchase clothes. In this article author has showcased an overview of visual merchandising and built a relation in between visual merchandising and retailing.
  4. 4. What is Visual Merchandising???  Visual merchandising is the art of presentation, which put the merchandise in focus.  It educates the customer and create desire to buy.  Its a presentation of a store.  The objective of a store sale promotion plan.  A team involved- the senior management, architects, merchandising managers, buyers, the visual merchandising director, industrial- designers, and staff is needed.
  5. 5. VISUAL MEANING Relating to the sense of sight. MERCHANDISING MEANING Merchandising is a marketing practice in which the brand or image from one product or service is used to sell another
  6. 6. Definition of Visual Merchandising • Visual merchandising is coined as the Art of Retailing. Related o the world of apparel and fashion visual merchandising has great impact and utmost relation in retailing. There is a saying -“Give the customer a reason to buy”. • Visual merchandising can be simply defined as the physical presentation of products. It is the coordination of all physical elements of a business to project the right image. Visual merchandising has increased tremendously in importance with the growth of self- service retailing.
  7. 7. The History of Visual Merchandising • On 15th march, 1909, Gordon Selfridges became the benchmark of British retailing. • The 1920 s saw an explosion of creativity in the arts of fashion, which spilled over into the arts of window display, once again, its was paris that led the way.
  8. 8. • Selfridge also revolutionized the world of visual merchandising by living window lights on at night, even when the store was closed. So that the public could Still enjoy the presentation While returning from theatre.
  9. 9. The purpose of visual merchandising To make merchandising desirable To make merchandise easy to locate in the store To introduce and explain new products To promote store image To cajole customers into the store To show merchandise assortment
  10. 10. Visual Merchandising Placement Process  Where the products are located and how retailers arrange it around the store can be placed based on shoppers’ buying behavior. For their easy access and reach, the ultimate visual merchandising is liable. A proper visual merchandising can affect on consumer decision to make a buy from prompt to multiple.  Eye level and hand level arrangement  Customer Entrance  Window Displays  Store Layout  Customer Space  Store Interior  Store Decorations  Props
  11. 11. Visual elements that compose the retail environment
  12. 12. Essentials of Visual Merchandising • Interior Floor Design And Display. • Space Design And Signage. • Fixtures And Hardware. • Window Display. • Advertising Materials • Interior Floor Design And Display. • Space Design And Signage. • Fixtures And Hardware. • Window Display • Advertising Materials
  13. 13. – Floor Plan: A drawing showing arrangement of physical space, such as showing the positioning of merchandise groups and customer services for a retail store. – Grid Layout: A retail floor plan that has one of ore primary (main) aisles running through the store, with secondary (smaller) aisles intersecting with them at right angles. – Maze Layout: A free-flowing retail floor plan arrangement with informal balance. – Fixtures: Shelves, tables, rods, counters, stands, easels, forms, and platforms on which merchandise is stocked and displayed for sale
  14. 14. • Merchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores. – Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom. – Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles.
  15. 15. carousels (circular shape) Four-way-rack T-Stand waterfall Dump Tables/bins Retail Fixtures
  16. 16. Individual and notable physical presentation of merchandise.  Displays are intended to:  Stimulate product interest  Provide information  Suggest merchandise coordination  Generate traffic flow  Remind customers of planned purchases  Create additional sales of impulse items  Enhance the store’s visual image
  17. 17.  Locations for interior displays:  Just in the entrance  Entrance to department  Near cash/wrap  Next to related items  Across from elevators and escalators  Ends of aisles
  18. 18.  Merchandise  Lighting  Props  Signage
  19. 19.  The different color suggest an identify different the theme and mood.  Color is one of the most powerful tools in the Visual Merchandising segment.  It attracts attention and pulls more customers into the store.  Example: ▪ A Halloween display would require black color in the display theme. ▪ Valentines theme should be ruled by red color supplemented with pink and white. ▪ A display of baby’s accessories should reflect light shades of pink and blue colors. ▪ A Christmas display should contain colors of red, green, gold and silver.
  20. 20. Emotional Response to Color:
  21. 21. • Natural day light and light used at night reflect the merchandise appearance. • The same product looks different in different light . • Lighting is the most important part of display as it highlights features. • If the display require emphasis on certain product it can be done through light. There are three types of lighting used :  Primary lighting  Store illumination  Atmosphere lighting
  22. 22. Objects added that support the theme of the display.  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)
  23. 23. PROPS
  25. 25.  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.
  26. 26. FLOOR LAYOUT
  27. 27. STRAIGHT FLOOR LAYOUT ( GRID DESIGN) Best used in retail environments in which majority of customers shop the entire store Can be confusing and frustrating as it is difficult to see over the fixtures to other merchandise Forcing customers to back of large store may frustrate and cause them to look elsewhere Most familiar examples for supermarkets and drugstores
  28. 28. DIAGONAL FLOOR LAYOUT Good store layout for self-service type retail stores Offers excellent visibility for cashier and customers Movement and traffic flow in the store is smooth
  29. 29. ANGULAR FLOOR LAYOUT ( CURVING/LOOP –RACETRACK DESIGN) Best used for high-end stores Curves and angles of fixtures and walls makes for more expensive store design Soft angles create better traffic flow throughout the retail store
  30. 30. GEOMETRIC FLOOR LAYOUT (SPINE DESIGN) Is a suitable store design for clothing and apparel shops. Uses racks and fixtures to create interesting and out- of- the – ordinary type of store design without a high cost.
  31. 31. MIXED FLOOR LAYOUT (FREE FLOW DESIGN) Incorporates the straight, diagonal and angular plans Helps generates the most functional store design Layout moves traffic towards walls and back of the store
  32. 32. Storage, Receiving, Marketing Underwear Dressing Rooms Checkout counter Clearance Items Feature Feature JeansCasualWearStockings AccessoriesPants TopsTops SkirtsandDressesHatsandHandbags Open DisplayWindow Open DisplayWindow
  33. 33. WINDOW SIZE AND STYLE Closed windows Open-back windows Closed windows Shadow box window Focal/Angled windows Rack windows No window
  34. 34. WINDOW SIZE AND STYLE • Closed windows:- These are usually Seen in department stores. With a large pane of glass at the front • A solid back wall and two solid walls and a door, these window resemble a room. • Open back windows:- These have no back wall but may have side walls. Many retailers prefer them because they make the interior of the shop visible from outside.
  35. 35. Closed window
  36. 36. Open back window
  37. 37. • No window :- shopping arcades often have good examples of stores with no windows. The whole front of the store is expressed to the public with only grille to separate the store from public in the evening. • Angled windows:- these are angled back to the entry. This type of window is gradually being replaced on the high street. Product should be displayed parallel to the pane of glass.
  38. 38. Related display
  39. 39. Related display
  40. 40. Rack window
  41. 41. • Corner window:- The windows wrap around a corner. In this windows groupings should be dressed towards the centre of the arc. • Arcade/ angle window:- The door is set back from the windows. In this case, part of the display should be facing the pavement to gain the customer’s attention. • Showcase window:- stores that specialize in small items such as jewellary often rely on showcase windows to attract the customer’s attention.
  42. 42. Corner window
  43. 43. Focus window
  44. 44. Showcase window
  45. 45. Importance of visual merchandising • Increase Sales generation • Profit • Expansion of the store • Corporate image • Big share in market
  46. 46. TIPS FOR GOOD VISUAL MERCHANDISING 1. Take It Outside- If the weather's good and you're allowed to do so, set up a display of merchandise outside your store. This can create a sense of excitement and buzz: consider a "Street Faire" environment, with flags and balloons. 2. Identify Everything- Customers are in a hurry. Use signage to identify not only departments but categories -- this will help customers pinpoint what they need and inspire additional purchases. 3. Set The Mood With Windows- Store windows are incredibly valuable merchandising territory: use them to set the mood of the event or sale you're having. This mood should match the mood your customers want to experience after buying from you: do they want excitement, family fun, romance?
  47. 47. 4. Embrace All The Senses:- Great merchandising appeals to more than the eyes. Consider how your store sounds, smells, and even feels are all of these 'messages' you're sending with music, scents, and other environmental factors in keeping with the displays you create? You can evoke senses without addressing them directly. For example, putting a pair of red bowls and spoons with a display of tomato soup can get mouths watering! 5. Show the customers How It Will Look At Home Use your displays to show customers how the merchandise will look in their home: Example:- if you're selling furniture, set up a grouping of chairs. jewelry presented in the gift box, perhaps with some curls of ribbon still clinging to the box...
  48. 48. 6.Group Like With Like/Theme Organize your store logically: customers should be able to find all of one type of merchandise easily. Create 'groupings' within categories, so all the merchandise that is one color, type, price or size is positioned together. 7. Group By Lifestyle Display merchandise from several categories -- that all share the same theme in the appropriate home or workplace setting. For example, in an office supply store, a display could reflect the workplace of a high-tech wizard. 8. Use the Spotlight Lighting attracts customers. Like- Dramatic lighting doesn't have to be expensive: well placed spotlights can draw attention to key pieces of merchandise. Make sure to use spotlights within your store as well as in the windows!
  49. 49. 9. Change the Displays Often- A great display is the first time the customer sees it. But if the customer sees that same display next week, and the week after that? Suddenly the display is not so great. It's boring, the same-old, same-old...and customers don't come back to boring stores! Plan on changing your displays atleast weekly. 10.Don't Be Afraid Of Color- Strong color can have strong results: plan your displays around a central color that pops and captures the customer's attention. Try to have a different color each week: if you've used yellow as your central color this week, go with purple or blue next week -- not red or orange!
  52. 52. INCORRECT
  53. 53. Fashion apparel wall presentation. In the correct example, formal balance is achieved by creating a mirror image of garment on both sides of a center line. This does not occur in the incorrect example
  54. 54. INCORRECT
  55. 55. In this, Informal balance is achieved because an equal amount of space is filled on either side of a centre line. This does not occur in the incorrect example.
  56. 56. Conclusion…….. Sale increases is the main target for a merchandiser, by the combination of mannequin, lighting and props in a window display and a store highlight can further intensify the decision process where the former affects the affective pleasure of consumers and help them determine the suitability of a store’s retail identity to personal preference, the latter intensifies the sensational feeling of consumers and encourage the tendency to try on or purchase which directly relates to the pre-purchase stage. Thus it can be concluded that visual merchandising play one of the important role in customers’ decision making process. Finally we can say good to marketing & presenting is merchandising, which attempts to maximize sales and profitability by inducing consumers to buy a company’s products.
  57. 57. THANK You EVERYBODY… ………….