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VISUAL MEANING
Relating to the sense of sight.
MERCHANDISING MEANING
Merchandising is a marketing
practice in which the br...
VISUAL
MERCHANDISING?
• Coordination of physical elements
in place of business, so that its project the right
image to its customers
• Change a ...
It is the activity and profession of developing
the floor plans and three dimensional displays
in order to maximize their...
PURPOSE OF
VISUAL MERCHANDISING
The purpose is to attract ,engage,
motivate the customers towards making a
purchase
Both goods and services can be displ...
PRINCIPLES OF
VISUAL MERCHANDISING
Make it easier for the customer to
locate the desired category and merchandise
Make it easier to self select
Make it po...
Educate about the product in an effective and
creative way
Make proper arrangements in such a way to
increase the sale o...
IMPORTANCE OF
VISUAL MERCHANDISING
Purposes are to sell products and
promote store image
Should always try to be different,
new, and creative
Change a “pa...
VISUAL MERCHANDISING
SUCCESS FACTORS
ERRORS TO AVOID IN
VISUAL MERCHANDISING
Too much signage
Confusing traffic patterns
Too much propping
Disconnection between exterior
window and store contents...
OBJECTIVES OF A
GOOD STORE DESIGN
Design should:
be consistent with image and strategy
positively influence consumer
behavior
consider costs versus value...
OBJECTIVES OF THE
STORE ENVIRONMENT
 Get customers into the store
 Serves a critical role in the store
selection process
 Important criteria include cleanl...
APPAREL WALL
PRESENTATION
OF THE MERCHANDISE
INCORRECT
Fashion apparel wall presentation. In the
correct example, formal balance is achieved
by creating a mirror image of garmen...
INCORRECT
In this, Informal balance is achieved because
an equal amount of space is filled on either
side of a centre line. This doe...
MERCHANDISE PRESENTATION
The ways goods are hung,
placed on shelves, or
otherwise made available
to customers
Shoulder-out
Only one side shows
...
METHODS OF DISPLAY
Shelving
Hanging
Folding
Pegging
Dumping
SHELVING
FOLDING
HANGING
DUMPING
PEGGING
 Should be current
 Represent styles and lines
 Should be well stocked
 In demand
 New (inform customers of what
is a...
ELEMENTS IN
VISUAL MERCHANDISING
ELEMENTS
STORE
FRONT
STORE
INTERIOR
MERCHANDISE
DISPLAY
STORE
LAYOUT
STORE
SPACE
1. STORE FRONT
The exterior of a business. It includes:
1. Signs
2. Marquee
3. Entrances
4. Window Display
SIGNS
There are four different types of
signs are:
1.Promotional Signs
2.Location signs
3.Institutional signs
4.Informatio...
PROMOTIONAL SIGNS
For off-price events or specials.
LOCATION SIGNS
For direction to specific departments
INSTITUTIONAL SIGNS
Signs for the store policies
INFORMATIONAL SIGNS
For product related benefits/
features/ prices etc.
MARQUEE
The sign that is used to display the store name
Designed with customer
convenience and store security in
mind.
There are several types of
entrances each portraying a ce...
Revolving – up scale stores
Push-Pull – full service stores often with
fancy handles
Electronic – Self-serve stores, wi...
The store’s FIRST IMPRESSION with
the customer.
Begin the selling process even before
the customer enters the store.
Su...
1. Promotional – promote the sale of
one or more items by using special
lighting and /or props.
Skiwear with fake snow for...
2. Institutional – promote store
image rather than specific items.
Designed to build customer good
will, show that the bus...
Affects the store’s image
Includes items such as:
Floor & wall coverings
Lighting
Colors
Fixtures
STORE INTERIOR
It is important to create a relaxing,
comfortable place for customers to
shop
Customers shop longer & are more
relaxed a...
FLOOR & WALL COVERINGS
LIGHTINGS
Used to direct customer’s attention
to the display and creates mood.
-Use more light for dark colors, less light for ligh...
Flood lightning
Spot lightning
Pinpointing
BEAM SPREAD TECHNIQUES
FLOOD LIGHTING
Ceiling lights to direct lights over an
entire wide display area.
SPOT LIGHTING
Focuses attention on specific areas
or targeted items of merchandise
PINPOINTING
focuses a narrow beam of light on
a specific item
Color selection
should be perfect.
Help to make
merchandise look more
interesting.
Color schemes help to
create moods.
Cap...
Example: in Christmas displays only
complementary color scheme i.e. reds and
greens are placed next to each other in setti...
STORE FIXTURES
To make store’s wall merchandisable, wall usually
covered with a skin that is fitted with vertical columns...
 Most common types of
fixtures:
 Stands
Platforms and Elevations
Round rack
Bin
T-Stand
Four way faceout
TYPES OF F...
Used in a variety
or assortment
window- from
glass line to the
back of the display
window
STANDS
Platforms or Elevations can be tables and other
pieces of furniture that can be used to raise up a
mannequin, a form or a...
Circular racks on which garments are
hung around the entire circumference
ROUND RACKS
A rimmed table or bin used to hold sale or special
merchandise on the sales floor, especially in discount
operations; it ...
Freestanding, two-way stand in the shape of
a T, that holds clothes on hangers, sometimes
with one straight Arm and one w...
A fixture with four extended arms, that permits
accessibility to hanging merchandise all the way
around
FOUR -WAY STAND
 The way the floor space is
used to facilitate and promote
sales and best serve the
customer
2. STORE LAYOUT
1. Selling Space
2. Merchandising Space
3. Personnel Space
4. Customer Space
TYPES OF FLOOR SPACE
Includes:
Interior displays
Sales demonstration areas
Sales transaction areas
(wrap desk)
SELLING SPACE
Allocated to items that are kept
in inventory
Selling floor
Stock room area
MERCHANDISE SPACE
PERSONNEL
SPACESpace for employees:
break rooms
lockers
restrooms
CUSTOMER SPACE
Comfort and convenience of
customers:
Restaurants
Dressing rooms
Lounges
Restrooms
Recreation area fo...
 Once the floor space has been
allocated, management & visual
personnel spend a lot of time
planning the effective use of...
What product are to go where
Agencies – what products should be next
to each other
Where to put seasonal merchandise su...
FLOOR LAYOUT
STRAIGHT FLOOR
LAYOUT
( GRID DESIGN)Best used in retail environments in
which majority of customers shop the
entire store...
STRAIGHT FLOOR
LAYOUT ( GRID DESIGN)
Forcing customers to back of large store
may frustrate and cause them to look
elsewhe...
DIAGONAL FLOOR LAYOUT
Good store layout for self-service type
retail stores
Offers excellent visibility for cashier
and ...
ANGULAR FLOOR LAYOUT
( CURVING/LOOP –
RACETRACK DESIGN)
Best used for high-end stores
Curves and angles of fixtures and ...
GEOMETRIC FLOOR
LAYOUT (SPINE DESIGN)
Is a suitable store design for clothing and
apparel shops.
Uses racks and fixtures...
MIXED FLOOR
LAYOUT
(FREE FLOW DESIGN)
Incorporates the straight, diagonal
and angular plans
Helps generates the most fun...
Storage, Receiving, Marketing
Underwear
Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
JeansCasualWearSto...
They are part of the general store interior
Displays generate 1 out of 4 sales
They enable the customer to make a selec...
1. Closed Displays
2. Open Displays
3. Architectural Display
4. Point-of-Purchase
5. Store Decorations
KINDS OF DISPLAYS
Look but don’t touch
Require sales person assistance
Expensive or fragile merchandise
Jewellery cases
CLOSED DISPLAYS
Handle merchandise without a
salesperson
Self-service
Used for most clothing
OPEN DISPLAY
Actual room setting
Furniture
ARCHITECTURAL
DISPLAYS
Promote impulse buying
Items at the register
Batteries
Candy
Magazines
POINT-OF-PURCHASE
STORE
DECORATIONS
 Decorations for holidays such as
Christmas, Halloween and
Valentine’s Day
Interior displays use fixtures
and props to showcase
merchandise
Props are generally
classified as decorative or
functio...
PROPS
Objects added that
support the theme
of the display
Functional Props - practical items for holding
merchandise such as mannequins and shirt
forms
Decorative Props -Only pur...
FUNCTIONAL PROPS
DECORATIVE PROPS
STRUCTURAL PROPS
Show the customer what’s new
Show customer how to put together a
total look
A good display helps create multiple sales
...
Often convey a common theme
through out the store
Animal prints, patriotic theme
Used to tell a color story
INTERIOR
DI...
The large display in a store including the
mannequins & wall displays are usually
set up by visual department
Small tabl...
Should be chosen to maximize
merchandise exposure
Just inside store entrance
At entrances to
departments
Near cash/wra...
WHEN TO CHANGE THE
DISPLAYS?
When new merchandise comes in
Just to change around the pieces of a
group that has been on the floor for
awhile
Gives t...
The same customers walk through
your department every week – you
want it to look fresh
You want to give them a reason to...
WHAT TO USE FOR
SUCCESSFUL DISPLAYS?
Mannequins
Alternatives to mannequins
Fixtures
Props
Realistic
Semi realistic
Abstract
Semi-abstract
Headless
TYPES OF
MANNEQUINS
REALISTIC
MANNEQUIN
Resembles the
everyday person
rather than a movie
star.
SEMI REALISTIC
Is like realistic
mannequin,
But its makeup is
more Decorative
& stylized.
ABSTRACT
Is concerned with creating an overall effect
rather than reproducing natural lines and
proportions. Features such...
SEMI ABSTRACT
Is more stylized than
the semi-realistic
mannequin and its
feature may be
painted or suggested
rather than d...
HEADLESS:
Has a full-size or Semi-
realistic body with
Arms and legs but no
Head. It offers no
personality or image.
ALTERNATIVES TO
MANNEQUINSThree quarter forms
Articulated artist’s figures
Dress forms and suit forms
Drapers
Hangers...
THREE-QUARTER
FORMS:
Representation of a
part of the Human
anatomy, such as the
Torso, the bust or the
area from Shoulder
...
ARTICULATED ARTIST’S FIGURES
based on small wooden miniatures used by
artists and designers to get correct
proportions and...
DRESS FORMS AND SUIT FORMS
INFLATABLES
Are life-sized “balloons”
That stimulate parts of
The human anatomy.
Most resembles the
Lower half of the body...
DRAPER
Was a simple,
uncomplicated
and often
underused
alternative to
mannequin
HANGERS
Simple hanger can be an
alternative to the mannequin.
Hangers can either be hung by
invisible wire from a ceiling ...
PINUP TECHNIQUES
Makes use of a panel, wall
Or some vertical surface onto which a Garment can be
pinned, shaped & Dimensio...
LAY-DOWN TECHNIQUE
Involves the folding, pleating and placement of garment next
To garment or accessories next to featured...
FLYING TECHNIQUES
merchandise is pulled, Stretched or pulled
the garment into abstract Shapes that
present an angular and ...
ATMOSPHERICS
The design of an environment via:
visual communications
lighting
color
sound
scent
To stimulate custom...
Name, logo and retail identity
Institutional signage
Directional, departmental and category
signage
Point-of-Sale (POS...
Coordinate signs and graphics
with store’s image
Inform the customer
Use signs and graphics as props
Keep signs and gr...
Sound
Music viewed as valuable marketing tool
Often customized to customer demographics - AIE
(http://www.aeimusic.com)...
CASE STUDY
Adidas
Adidas
• Effectiveness : The display of upside down
women signifies the freedom and
independency of women which will motiv...
Marks & Spencer
Marks & Spencer
• Clarity of thought : The window display clearly
shows that the sale season is going on for the
apparels ...
• Effectiveness : A customer interested would surely
walk-in to avail the discounts as the display is
shouting out for the...
Visual merchandising is first and foremost
strategic activity.
Put your best-selling merchandise in your best-
selling s...
BIBLOGRAPHY
www.textilescommittee.nic.in
www.google.com
www.wikipedia.com
www.visualstore.com
www.slideshare.com
Fas...
ANY
QUESTIONS?
Hamstech offers Certificate
Course in Styling & Visual
Merchandising
Contact for more details
Hamstech Institute of Fashion & Interior Design
II, III & IV Floor, R.K. Plaza, Punjagutta 'X' Ro...
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
Visual merchandising
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Visual merchandising

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Visual Merchandising is the activity of maximizing the impact of Retail Display space and has become an important element in retailing. Visual Merchandisers create displays using color, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations. The objective of this highly practical program is to ensure that attendees are furnished with the core concepts and skills used in visual merchandising. Hamstech course will enable students to identify, select and pursue their career opportunities in the retail industry. The retail sector is a major employer and requires skilled staff in a range of jobs such as: Shop Floor Planning and Display, Window Display, Sales, Buying, Staff Management and Supervision.

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Visual merchandising

  1. 1. 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
  2. 2. VISUAL MERCHANDISING?
  3. 3. • Coordination of physical elements in place of business, so that its project the right image to its customers • Change a “passive looker into active buyers” • Responsible for total merchandise • Overall business image • Placements of design elements
  4. 4. It is the activity and profession of developing the floor plans and three dimensional displays in order to maximize their sales The display of products which makes them appealing and attractive It utilizes displays, colors, lighting ,smells and sounds Contd……..
  5. 5. PURPOSE OF VISUAL MERCHANDISING
  6. 6. The purpose is to attract ,engage, motivate the customers towards making a purchase Both goods and services can be displayed to highlight their features and benefits
  7. 7. PRINCIPLES OF VISUAL MERCHANDISING
  8. 8. Make it easier for the customer to locate the desired category and merchandise Make it easier to self select Make it possible to coordinate and accessorize
  9. 9. Educate about the product in an effective and creative way Make proper arrangements in such a way to increase the sale of unsought goods
  10. 10. IMPORTANCE OF VISUAL MERCHANDISING
  11. 11. Purposes are to sell products and promote store image Should always try to be different, new, and creative Change a “passive looker” into an “active buyer” Enhances brand image Generates impulse sales Overall business image
  12. 12. VISUAL MERCHANDISING SUCCESS FACTORS
  13. 13. ERRORS TO AVOID IN VISUAL MERCHANDISING
  14. 14. Too much signage Confusing traffic patterns Too much propping Disconnection between exterior window and store contents Poor lighting No point of view Inconsistency in visual executions
  15. 15. OBJECTIVES OF A GOOD STORE DESIGN
  16. 16. Design should: be consistent with image and strategy positively influence consumer behavior consider costs versus value be flexible recognize the needs of the disabled – The Americans with Disabilities Act
  17. 17. OBJECTIVES OF THE STORE ENVIRONMENT
  18. 18.  Get customers into the store  Serves a critical role in the store selection process  Important criteria include cleanliness, labeled prices, accurate and pleasant checkout clerks, and well- stocked shelves  The store itself makes the most significant and last impression  Once they are inside the store, convert them into customers buying merchandise  The more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buy
  19. 19. APPAREL WALL PRESENTATION OF THE MERCHANDISE
  20. 20. INCORRECT
  21. 21. 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
  22. 22. INCORRECT
  23. 23. 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.
  24. 24. MERCHANDISE PRESENTATION
  25. 25. The ways goods are hung, placed on shelves, or otherwise made available to customers Shoulder-out Only one side shows Face-forward Hanging garment so full front faces viewer
  26. 26. METHODS OF DISPLAY
  27. 27. Shelving Hanging Folding Pegging Dumping
  28. 28. SHELVING FOLDING HANGING DUMPING PEGGING
  29. 29.  Should be current  Represent styles and lines  Should be well stocked  In demand  New (inform customers of what is available)  Encourage additional purchases  Promote current theme  Look good on display Displayed MERCHANDISE
  30. 30. ELEMENTS IN VISUAL MERCHANDISING
  31. 31. ELEMENTS STORE FRONT STORE INTERIOR MERCHANDISE DISPLAY STORE LAYOUT STORE SPACE
  32. 32. 1. STORE FRONT The exterior of a business. It includes: 1. Signs 2. Marquee 3. Entrances 4. Window Display
  33. 33. SIGNS There are four different types of signs are: 1.Promotional Signs 2.Location signs 3.Institutional signs 4.Informational signs
  34. 34. PROMOTIONAL SIGNS For off-price events or specials.
  35. 35. LOCATION SIGNS For direction to specific departments
  36. 36. INSTITUTIONAL SIGNS Signs for the store policies
  37. 37. INFORMATIONAL SIGNS For product related benefits/ features/ prices etc.
  38. 38. MARQUEE The sign that is used to display the store name
  39. 39. Designed with customer convenience and store security in mind. There are several types of entrances each portraying a certain image ENTRANCES
  40. 40. Revolving – up scale stores Push-Pull – full service stores often with fancy handles Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger. Climate Controlled – shopping malls. TYPES OF ENTRANCES
  41. 41. The store’s FIRST IMPRESSION with the customer. Begin the selling process even before the customer enters the store. Suggests the type of merchandise carried in the store WINDOW DISPLAYS
  42. 42. 1. Promotional – promote the sale of one or more items by using special lighting and /or props. Skiwear with fake snow for accents TYPES OF WINDOW DISPLAYS
  43. 43. 2. Institutional – promote store image rather than specific items. Designed to build customer good will, show that the business is interested in the community TYPES OF WINDOW DISPLAYS
  44. 44. Affects the store’s image Includes items such as: Floor & wall coverings Lighting Colors Fixtures STORE INTERIOR
  45. 45. It is important to create a relaxing, comfortable place for customers to shop Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines
  46. 46. FLOOR & WALL COVERINGS
  47. 47. LIGHTINGS
  48. 48. Used to direct customer’s attention to the display and creates mood. -Use more light for dark colors, less light for light colors . -Beam spread; the diameter of the circle of light.
  49. 49. Flood lightning Spot lightning Pinpointing BEAM SPREAD TECHNIQUES
  50. 50. FLOOD LIGHTING Ceiling lights to direct lights over an entire wide display area.
  51. 51. SPOT LIGHTING Focuses attention on specific areas or targeted items of merchandise
  52. 52. PINPOINTING focuses a narrow beam of light on a specific item
  53. 53. Color selection should be perfect. Help to make merchandise look more interesting. Color schemes help to create moods. Capture shoppers attention. COLOURS
  54. 54. Example: in Christmas displays only complementary color scheme i.e. reds and greens are placed next to each other in setting as no other scheme can accomplish this
  55. 55. STORE FIXTURES To make store’s wall merchandisable, wall usually covered with a skin that is fitted with vertical columns of notches.
  56. 56.  Most common types of fixtures:  Stands Platforms and Elevations Round rack Bin T-Stand Four way faceout TYPES OF FIXTURES
  57. 57. Used in a variety or assortment window- from glass line to the back of the display window STANDS
  58. 58. Platforms or Elevations can be tables and other pieces of furniture that can be used to raise up a mannequin, a form or arrangement of merchandise PLATFORMS & ELEVATIONS
  59. 59. Circular racks on which garments are hung around the entire circumference ROUND RACKS
  60. 60. A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement BIN
  61. 61. Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight Arm and one waterfall T-STAND
  62. 62. A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around FOUR -WAY STAND
  63. 63.  The way the floor space is used to facilitate and promote sales and best serve the customer 2. STORE LAYOUT
  64. 64. 1. Selling Space 2. Merchandising Space 3. Personnel Space 4. Customer Space TYPES OF FLOOR SPACE
  65. 65. Includes: Interior displays Sales demonstration areas Sales transaction areas (wrap desk) SELLING SPACE
  66. 66. Allocated to items that are kept in inventory Selling floor Stock room area MERCHANDISE SPACE
  67. 67. PERSONNEL SPACESpace for employees: break rooms lockers restrooms
  68. 68. CUSTOMER SPACE Comfort and convenience of customers: Restaurants Dressing rooms Lounges Restrooms Recreation area for children Stores are competing more & more in these areas Allocating more dollars and space for customer convenience than ever before
  69. 69.  Once the floor space has been allocated, management & visual personnel spend a lot of time planning the effective use of the space.
  70. 70. What product are to go where Agencies – what products should be next to each other Where to put seasonal merchandise such as coats, swimwear and Christmas items Traffic patterns VISUAL DECISIONS
  71. 71. FLOOR LAYOUT
  72. 72. 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
  73. 73. STRAIGHT FLOOR LAYOUT ( GRID DESIGN) Forcing customers to back of large store may frustrate and cause them to look elsewhere Most familiar examples for supermarkets and drugstores
  74. 74. 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
  75. 75. 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
  76. 76. 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.
  77. 77. 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
  78. 78. Storage, Receiving, Marketing Underwear Dressing Rooms Checkout counter Clearance Items Feature Feature JeansCasualWearStockings AccessoriesPants TopsTops SkirtsandDressesHatsandHandbags Open Display Window Open Display Window
  79. 79. They are part of the general store interior Displays generate 1 out of 4 sales They enable the customer to make a selection without personal assistance 3. MERCHANDISE DISPLAYS
  80. 80. 1. Closed Displays 2. Open Displays 3. Architectural Display 4. Point-of-Purchase 5. Store Decorations KINDS OF DISPLAYS
  81. 81. Look but don’t touch Require sales person assistance Expensive or fragile merchandise Jewellery cases CLOSED DISPLAYS
  82. 82. Handle merchandise without a salesperson Self-service Used for most clothing OPEN DISPLAY
  83. 83. Actual room setting Furniture ARCHITECTURAL DISPLAYS
  84. 84. Promote impulse buying Items at the register Batteries Candy Magazines POINT-OF-PURCHASE
  85. 85. STORE DECORATIONS  Decorations for holidays such as Christmas, Halloween and Valentine’s Day
  86. 86. Interior displays use fixtures and props to showcase merchandise Props are generally classified as decorative or functional
  87. 87. PROPS Objects added that support the theme of the display
  88. 88. Functional Props - practical items for holding merchandise such as mannequins and shirt forms Decorative Props -Only purpose is to enhance merchandise. Items such as trees, tables, cars. Structural Props -used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc) TYPES OF PROPS
  89. 89. FUNCTIONAL PROPS
  90. 90. DECORATIVE PROPS
  91. 91. STRUCTURAL PROPS
  92. 92. Show the customer what’s new Show customer how to put together a total look A good display helps create multiple sales Customers want to look like the display Customers want you to show them what to wear IMPORTANCE OF INTERIOR DISPLAYS
  93. 93. Often convey a common theme through out the store Animal prints, patriotic theme Used to tell a color story INTERIOR DISPLAYS
  94. 94. The large display in a store including the mannequins & wall displays are usually set up by visual department Small table displays and fixture top displays are usually set up & maintained by the individual department staff  It is important to change departmental displays frequently Contd……..
  95. 95. Should be chosen to maximize merchandise exposure Just inside store entrance At entrances to departments Near cash/wrap counter Next to related items By elevators and escalators Open-to-mall areas INTERIOR DISPLAY LOCATIONS
  96. 96. WHEN TO CHANGE THE DISPLAYS?
  97. 97. When new merchandise comes in Just to change around the pieces of a group that has been on the floor for awhile Gives the group a new look
  98. 98. The same customers walk through your department every week – you want it to look fresh You want to give them a reason to buy
  99. 99. WHAT TO USE FOR SUCCESSFUL DISPLAYS?
  100. 100. Mannequins Alternatives to mannequins Fixtures Props
  101. 101. Realistic Semi realistic Abstract Semi-abstract Headless TYPES OF MANNEQUINS
  102. 102. REALISTIC MANNEQUIN Resembles the everyday person rather than a movie star.
  103. 103. SEMI REALISTIC Is like realistic mannequin, But its makeup is more Decorative & stylized.
  104. 104. ABSTRACT Is concerned with creating an overall effect rather than reproducing natural lines and proportions. Features such as elbows, fingernails are rarely indicated.
  105. 105. SEMI ABSTRACT Is more stylized than the semi-realistic mannequin and its feature may be painted or suggested rather than defined.
  106. 106. HEADLESS: Has a full-size or Semi- realistic body with Arms and legs but no Head. It offers no personality or image.
  107. 107. ALTERNATIVES TO MANNEQUINSThree quarter forms Articulated artist’s figures Dress forms and suit forms Drapers Hangers Lay down techniques Pin up techniques Flying techniques
  108. 108. THREE-QUARTER FORMS: Representation of a part of the Human anatomy, such as the Torso, the bust or the area from Shoulder to waist or from hips to ankles.
  109. 109. ARTICULATED ARTIST’S FIGURES based on small wooden miniatures used by artists and designers to get correct proportions and poses for figure drawing when live model is not available
  110. 110. DRESS FORMS AND SUIT FORMS
  111. 111. INFLATABLES Are life-sized “balloons” That stimulate parts of The human anatomy. Most resembles the Lower half of the body & is used to show jeans & pants.
  112. 112. DRAPER Was a simple, uncomplicated and often underused alternative to mannequin
  113. 113. HANGERS Simple hanger can be an alternative to the mannequin. Hangers can either be hung by invisible wire from a ceiling grid or it can be hung from a look that extends from a wall or panel.
  114. 114. PINUP TECHNIQUES Makes use of a panel, wall Or some vertical surface onto which a Garment can be pinned, shaped & Dimensional zed.
  115. 115. LAY-DOWN TECHNIQUE Involves the folding, pleating and placement of garment next To garment or accessories next to featured garment.
  116. 116. FLYING TECHNIQUES merchandise is pulled, Stretched or pulled the garment into abstract Shapes that present an angular and crisp presentation.
  117. 117. ATMOSPHERICS The design of an environment via: visual communications lighting color sound scent To stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior
  118. 118. Name, logo and retail identity Institutional signage Directional, departmental and category signage Point-of-Sale (POS) Signage Lifestyle Graphics VISUAL COMMUNICATIONS
  119. 119. Coordinate signs and graphics with store’s image Inform the customer Use signs and graphics as props Keep signs and graphics fresh Limit sign copy Use appropriate typefaces on signs Create theatrical effects CONTD…..
  120. 120. Sound Music viewed as valuable marketing tool Often customized to customer demographics - AIE (http://www.aeimusic.com) Can use volume and tempo for crowd control Scent Smell has a large impact on our emotions Victoria Secret, The Magic Kingdom, The Knot Shop Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures SOUND AND SCENT
  121. 121. CASE STUDY
  122. 122. Adidas
  123. 123. 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.
  124. 124. Marks & Spencer
  125. 125. 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
  126. 126. • 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
  127. 127. Visual merchandising is first and foremost strategic activity. Put your best-selling merchandise in your best- selling space. If you only do one thing with your store, make it professional. The storefront, tell the right story about what kind of merchandise is available Invest proper signage to take your store to the next level. CONCLUSION
  128. 128. BIBLOGRAPHY www.textilescommittee.nic.in www.google.com www.wikipedia.com www.visualstore.com www.slideshare.com Fashion: from concept to consumer 1999- frings, gini stephen Visual merchandising and display fifth edition – martin
  129. 129. ANY QUESTIONS?
  130. 130. Hamstech offers Certificate Course in Styling & Visual Merchandising
  131. 131. Contact for more details Hamstech Institute of Fashion & Interior Design II, III & IV Floor, R.K. Plaza, Punjagutta 'X' Road, Punjagutta, Hyderabad - 82 India Phone :+91-40-66684994, +91-40-66684995 eMail : info@hamstech.com www.hamstech.com

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