The document outlines the significance of visual merchandising, including its role in enhancing product display and promoting store image. It discusses key elements of store layout, merchandise presentation, and types of displays, detailing various display methods and their purposes. Additionally, it emphasizes the evaluation of displays and the impact of window displays on customer engagement.

1. S.SUGANTHI M.Sc., M.Phil.
ASSISTANT PROFESSOR
DEPARTMENT OF FASHION
TECHNOLOGY
BON SCOURS COLLEGE FOR WOMEN
THANJAVU

2. OBJECTIVES
 Explain the importance of visual
merchandising
 Describe the two main areas of store layout
 Summarize the aspects of merchandise
presentation
 Describe the components of in-store
displays
 List the advantages, disadvantages, and
types of window displays

3. The Importance of Visual
Merchandising
 Visual merchandising is
the physical display of
products in the most
attractive and appealing
ways
 Purposes are to sell
products and promote
store image
 Should always try to be
different, new, and
creative

4. Store Layout
• Selling areas (75%-80%)
– Where merchandise is
displayed and customers
interact with salespeople
• Sales support areas
– Customer services and
all other operations
• Grid layout
– One or more main aisles
with secondary aisles
intersecting
• Maze layout
– Free-flowing,
unbalanced placement
of fixtures; allows
shoppers to weave
through displayed
merchandise

5. Merchandise Presentation
 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

6. Types of Fixtures
 Most common types
of fixtures
 Bins
 C-rack or half-circle
 Four-way, quad, or
four-arm
 Rounder
 Showcase
 T-stand, two-arm, or
two-way
 Wall-standards and
brackets
Showcase

7. Wall Arrangements
 Should draw
customers farther into
the store or
department
 Reinforce store image
 Divide large areas into
smaller sections
 Color groupings
 Same garment
groupings

8. Interior Displays
 Displays should:
 Stimulate product interest
 Provide information
 Suggest merchandise
coordination
 Generate traffic flow
 Remind customers of
planned purchases
 Create impulse sales
 Enhance the store’s
visual image

9. Interior Display Locations
 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
 At ends of aisles
 Open-to-mall areas

10. Displayed Merchandise
 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

11. Grouping Displays
 One-category
groupings
 Line-of-goods displays
 May be different sizes or
colors
 Related groupings
 Ensembles or
coordinates
 Theme groupings
 Variety or assortment
 Unrelated items all sold in
the store

12. Props
 Functional props physically
support or hold
merchandise
 Mannequins, stands,
pedestals, screens, panels,
or forms
 Decorative props
 Used for mood or attractive
setting
 Structural props support
and change displays
 Boxes, cylinders (usually
hidden)
Decorative and
functional prop

13. Signage
 Variety of signs may be
used to inform
customers
 Counter signs
 Posters
 Hanging signs
 Banners
 Flags
 Elevator cards
 Easels
 Might include prices,
sizes, styles, features,
store logo, etc.

14. Display Evaluation
 Effective sales appeal?
 Coordinated with store
ads?
 Help to locate goods?
 Signage legible and easy
to understand?
 Signage gives best selling
points?
 Draw customer through
store?
 Clean and neat?
 Changed frequently?

15. Window Displays
 First contact customer
has with store
 Can stimulate
curiosity
 More opportunities to
sell merchandise
 Can be expensive to
design, set up, and
maintain; need props,
staff, and space
 Another problem can
be glare of glass

16. Types of Display Windows
 Enclosed
 Full background
 Ramped, elevated, or
shadowbox
 Semi-enclosed
 Partial background
 Open
 No background, open to
store interior
 Island
 4-sided glass, often in
lobbies
Enclosed window;
full background