Visual merchandising

1. VISUAL
MERCHANDISING
BY:- Tina dhingra ( tinadhingra22@gmail.com)
The technical Insitute of Textile and Sciences (M.tech FAE)

2. 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.

3. 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.

4. • 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.

5. IT INVOLVES…….
Skills
Creativity
Lighting
Props
Background
Interiors
Flooring

6. ELEMENT OF DISPLAY
 Color:-
– 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
rer, green, gold and silver.

7. ELEMENT OF DISPLAY
 Lighting:-
•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.

8. Elements of display
 Merchandise:- Product itself
 Functional Block:- Mannequins, Dress forms, Hangers, All-pins.
 Decorative props:- These are used to display the background or
a theme for enhancing the merchandise put on display.
 Structural props:- these props support functional props and
decorative props. They are architectural and are used as per the
shape of window
 Background:- The back side of the wall in window display
provide as the frame work on which the product are
demonstrate.
 Fixtures:- Shelves, tables, rods, counters, stands, easels, forms,
and platforms on which merchandise is stocked and displayed
for sale.

9. carousels
(circular
shape)
Four-way-rack
T-Stand
waterfall
Dump
Tables/bins
Retail Fixtures

10. ACCESSORIES
USED

11. ACCESSORIES

12. WINDOW SIZE AND STYLE
Closed windows
Open-back windows
Closed windows
Shadow box window
Focal/Angled windows
Rack windows
No window

14. 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.

15. Closed window

16. Open back window

17. • 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.

18. Related display

19. Related display

20. Rack window

21. • 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.

22. Corner window

23. Focus window

24. Showcase window

25. Importance of visual
merchandising
• Increase Sales generation
• Profit
• Expansion of the store
• Corporate image
• Big share in market

26. 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 Your 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?

27. 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 Them 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...

28. 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!

29. 9. Change Your 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!

32. WINDOW DISPLAY

33. WINDOW DISPLAY

34. Conclusion……..
• Visual merchandising is the art of
presentation, which put the merchandise in
focus.
• Skills,Creativity,Lighting,Props,Background,
• Interiors, Flooring.
• Closed windows, Open-back windows, Closed
windows, Shadow box window, Focal/Angled
windows, Rack windows, No window

35. REFERENCES
1) VISUAL MERCHANDISING AND DISPLAY
( BY MARTIN M. PEGLER) 5TH EDITION
2) VISUAL MERCHANDISING
( WINDOW AND IN STORE DISPLAYS FOR
RETAIL) BY TONY MORGAN

36. THANKU..