The document is a presentation by Mohammed Farooq Azam on visual merchandising, which focuses on creating appealing product displays to attract customers. It details the principles, importance, and elements of visual merchandising, highlighting various techniques and factors that contribute to successful store layouts and presentations. Key objectives include enhancing customer experience, increasing sales, and promoting store image through effective use of design elements.

1. S HARNBAS VA UNIVE RS IT Y KALABURAGI
FACULT Y OF BUS INE S S S T UDIE S
AP PAIE T M BA CO - E du
VISUAL MERCHANDISING
Presented by – Mohammed Farooq Azam
Presented to – Prof. Anil Nilangi

2. Visual Merchandising ?
Visual merchandising is presenting
or displaying products in a way that
makes them visually appealing and
desirable.
T h i n g s l i k e t h e m e d w i n d o w d i s p l a y s
D r e s s e d m a n n e q u i n s , t h e a r r a n g e m e n t o f
r u n n i n g s h o e s o n a w a l l a n d f r e s h f r u i t s
o r g a n i z e d b y c o l o u r a r e a l l e x a m p l e o f V M

3. Farooq Azam can you tell us
WHAT IS VISUAL MERCHANDISING IN SIMPLE TERMS
OR IN ONE WORD ?
3
Visual Merchandising in simple term is ____________

4. Take this slide for a Litter moments
WHO NEEDS A
SUPER HERO
WHEN YOU ARE
VISUAL
MERCHANDISER
12/5/2019
ADD A FOOTER
 Photo of 2017

7. 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

8. VISUAL MERCHANDISING?

9. • 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

10. Itis the activity and profession of developing the floor plans
and three dimensional displays in order to maximize their
sales
Thedisplay of products which makes them appealing and
attractive
Itutilizes displays, colors, lighting ,smells and sounds
Contd……..

12. PURPOSE OF VISUAL MERCHANDISING

13. Thepurpose is to attract ,engage, motivate the
customers towards making a purchase
Bothgoods and services can be displayed to highlight their
features and benefits

14. PRINCIPLES OF VISUAL MERCHANDISING

15. Makeit easier for the customerto
locate the desired category and merchandise
Makeit easier to selfselect
Makeit possible to coordinate andaccessorize

16.  Educateabout the product in an effective and creative way
Makeproper arrangements in such a way to increase the sale
of unsought goods

17. IMPORTANCE OF VISUAL MERCHANDISING

18. Purposes are to sell products and promote store
image
Shouldalways try to be different, new, and
creative
Changea “passive looker” into an “active buyer”
Enhances brand image
Generatesimpulse sales
Overallbusiness image

19. VISUAL MERCHANDISING SUCCESS FACTORS

21. ERRORS TO AVOID IN VISUAL MERCHANDISING

22. Toomuchsignage
Confusing traffic patterns
Toomuchpropping
Disconnection between exterior window
and store contents
Poor lighting
Nopoint of view
Inconsistency in visual
executions

23. OBJECTIVES OF A GOOD STORE DESIGN

24. Design should:
be consistent with image and strategy
positively influence consumer behavior
consider costs versus value
beflexible
recognize the needs of the disabled – The
Americans with Disabilities Act

25. OBJECTIVES OF THE STORE ENVIRONMENT

26.  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

27. APPAREL WALL
PRESENTATION
OF THE MERCHANDISE

28. INCORRECT

29. 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

31. INCORRECT

32. 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.

34. MERCHANDISE PRESENTATION

35. Theways goods are hung, placed
on shelves, or otherwise made
available to customers
Shoulder-out
Onlyone sideshows
Face-forward
Hanginggarment so full front
faces viewer

36. METHODS OF DISPLAY

37. Shelving
Hanging
Folding
Pegging
Dumping

38. SHELVING
FOLDING
HANGING
DUMPING
PEGGING

39. 







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

40. ELEMENTS IN VISUAL MERCHANDISING

41. ELEMENTS
STORE
FRONT
STORE
INTERIOR
MERCHANDISE
DISPLAY
STORE
LAYOUT
STORE
SPACE

42. 1. STORE FRONT
The exterior of a business. It includes:
1. Signs
2. Marquee
3. Entrances
4. Window Display

43. SIGNS
There are four different types of signs are:
1.Promotional Signs 2.Location signs
3.Institutional signs 4.Informational signs

44. PROMOTIONAL SIGNS
Foroff-price events orspecials.

45. LOCATION SIGNS
Fordirection to specificdepartments

46. INSTITUTIONAL SIGNS
Signsfor the store policies

47. INFORMATIONAL SIGNS
For product related benefits/
features/ prices etc.

48. MARQUEE
Thesign that is used to display the storename

49. Designed with customer convenience and
store security in mind.
Thereare several types of entrances each
portraying a certain image
ENTRANCES

51. Push-Pull – full service stores often with fancy
handles
Electronic – Self-serve stores, with carts such as Wal-
Mart, Meijer, Kroger.
ClimateControlled – shopping malls.
TYPES OF ENTRANCES
Revolving – up scale stores

52. Thestore’s FIRST IMPRESSION with the
customer.
Beginthe selling process even before the
customer enters the store.
Suggeststhe type of merchandise carried in
the store
WINDOW DISPLAYS

54. 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

55. 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

56. Affectsthe store’s image
Includes items such as:
Floor& wall coverings
Lighting
Colors
Fixtures
STORE INTERIOR

57. 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

58. FLOOR & WALL COVERINGS

59. LIGHTINGS

60. 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.

61. Flood lightning
Spot lightning
Pinpointing
BEAM SPREAD TECHNIQUES

62. FLOOD LIGHTING
Ceiling lights to direct lights over an entire
wide display area.

63. SPOT LIGHTING
Focuses attention on specific areas or targeted
items of merchandise

64. PINPOINTING
focuses a narrow beam of light on a specific
item

65. more
Color selection should
be perfect. Help to
make merchandise look
interesting.
Color schemes help to create
moods.
Capture shoppers
attention.
COLOURS

66. 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

67. STORE FIXTURES
Tomake store’s wall merchandisable, wall usually covered with a skin that
is fitted with vertical columns of
notches.

68. Most common types of
fixtures:
Stands
Platforms and Elevations
Round rack
Bin
T-Stand
Fourwayfaceout
TYPES OF FIXTURES

69. Usedin a variety or
assortment window-
from glass line to the
back of the display
window
STANDS

70. PLATFORMS & ELEVATIONS
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

71. Circular racks on which garments are hung
around the entire circumference
ROUND RACKS

72. Arimmed table or bin used to hold sale or special merchandise on the
sales floor, especially in discount operations; it has no formal
arrangement
BIN

73. 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

74. FOUR -WAY STAND
Afixture with four extended arms, that permits accessibility to
hanging merchandise all the way around

75. Hope I have made you people understand what is Visual
Merchandising and Elements of Visual Merchandising
75

76. Any Questions ?
76
12/5/2019
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77. P r e s e n t e d t o – P r o f . A n i l N i l a n g i
Thank you!
Presented by - Mohammed Farooq Azam
Sharnabasva University
Kalaburagi
Faculty Of Business
Studies
Topic covered –
Visual Merchandising