VISUALMERCHANDISINGBY:- Tina dhingra ( firstname.lastname@example.org)The technical Insitute of Textile and Sciences (M.tech FAE)
What is VisualMerchandising??? Visual merchandising is the art of presentation, which put themerchandise 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 merchandisingdirector, industrial- designers, and staff is needed.
The History of VisualMerchandising• On 15th march, 1909, Gordon Selfridges became thebenchmark of British retailing.• The 1920 s saw an explosion of creativity in the arts offashion, which spilled over into the arts of windowdisplay, once again, its was paris that led the way.
• Selfridge also revolutionized the world of visualmerchandising by living window lights on at night, even whenthe store was closed. So that the public could Still enjoy thepresentation While returning from theatre.
ELEMENT OF DISPLAY Color:-– The different color suggest an identify different thetheme and mood.– Color is one of the most powerful tools in the VisualMerchandising segment.– It attracts attention and pulls more customers intothe store.– Example:• A Halloween display would require black colorin the display theme.• Valentines theme should be ruled by red colorsupplemented with pink and white.• A display of baby’s accessories should reflectlight shades of pink and blue colors.• A Christmas display should contain colors ofrer, green, gold and silver.
ELEMENT OF DISPLAY Lighting:-•Natural day light and light used at nightreflect the merchandise appearance.•The same product looks different indifferent light .•Lighting is the most important part ofdisplay as it highlights features.• If the display require emphasis oncertain product it can be done throughlight.
Elements of display Merchandise:- Product itself Functional Block:- Mannequins, Dress forms, Hangers, All-pins. Decorative props:- These are used to display the background ora theme for enhancing the merchandise put on display. Structural props:- these props support functional props anddecorative props. They are architectural and are used as per theshape of window Background:- The back side of the wall in window displayprovide as the frame work on which the product aredemonstrate. Fixtures:- Shelves, tables, rods, counters, stands, easels, forms,and platforms on which merchandise is stocked and displayedfor sale.
WINDOW SIZE AND STYLE• Closed windows:- These are usually Seen in departmentstores. With a large pane of glass at the front• A solid back wall and two solid walls and a door, thesewindow resemble a room.• Open back windows:- These have no back wall but may haveside walls. Many retailers prefer them because they make theinterior of the shop visible from outside.
• No window :- shopping arcades often havegood examples of stores with no windows. Thewhole front of the store is expressed to the publicwith only grille to separate the store from publicin the evening.• Angled windows:- these are angled back tothe entry. This type of window is gradually beingreplaced on the high street. Product should bedisplayed parallel to the pane of glass.
• Corner window:- The windows wrap around acorner. In this windows groupings should bedressed towards the centre of the arc.• Arcade/ angle window:- The door is setback from the windows. In this case, part of thedisplay should be facing the pavement to gain thecustomer’s attention.• Showcase window:- stores that specialize insmall items such as jewellary often rely onshowcase windows to attract the customer’sattention.
Importance of visualmerchandising• Increase Sales generation• Profit• Expansion of the store• Corporate image• Big share in market
TIPS FOR GOOD VISUALMERCHANDISING1. Take It Outside- If the weathers good and youre allowed to do so, set up adisplay of merchandise outside your store. This can create a sense ofexcitement and buzz: consider a "Street Faire" environment, with flagsand balloons.2. Identify Everything- Customers are in a hurry. Use signage to identify notonly departments but categories -- this will help customers pinpointwhat they need and inspire additional purchases.3. Set The Mood With Your Windows- Store windows are incredibly valuablemerchandising territory: use them to set the mood of the event or saleyoure having. This mood should match the mood your customerswant to experience after buying from you: do they want excitement,family fun, romance?
4. Embrace All The Senses:- Great merchandising appeals to more than theeyes. Consider how your store sounds, smells, and even feels are all ofthese messages youre sending with music, scents, and otherenvironmental factors in keeping with the displays you create? You canevoke senses without addressing them directly. For example, putting a pairof red bowls and spoons with a display of tomato soup can get mouthswatering!5. Show Them How It Will Look At HomeUse your displays to show customers how the merchandise will look intheir home:Example:-if youre selling furniture, set up a grouping of chairs.jewelry presented in the gift box, perhaps with some curlsof ribbon still clinging to the box...
6.Group Like With Like/ThemeOrganize your store logically: customers should be able to find all of one typeof merchandise easily. Create groupings within categories, so all themerchandise that is one color, type, price or size is positioned together.7. Group By LifestyleDisplay merchandise from several categories -- that all share the same themein the appropriate home or workplace setting. For example, in an officesupply store, a display could reflect the workplace of a high-tech wizard.8. Use the SpotlightLighting attracts customers.Like- Dramatic lighting doesnt 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!
9. Change Your Displays Often-A great display is the first time the customer sees it. But ifthe customer sees that same display next week, and the week after that?Suddenly the display is not so great. Its boring, the same-old, same-old...andcustomers dont come back to boring stores!Plan on changing your displays atleast weekly.10.Dont Be Afraid Of Color-Strong color can have strong results: plan your displays around a central colorthat pops and captures the customers attention. Try to have a different coloreach week: if youve used yellow as your central color this week, go withpurple or blue next week -- not red or orange!
Conclusion……..• Visual merchandising is the art ofpresentation, which put the merchandise infocus.• Skills,Creativity,Lighting,Props,Background,• Interiors, Flooring.• Closed windows, Open-back windows, Closedwindows, Shadow box window, Focal/Angledwindows, Rack windows, No window
REFERENCES1) VISUAL MERCHANDISING AND DISPLAY( BY MARTIN M. PEGLER) 5TH EDITION2) VISUAL MERCHANDISING( WINDOW AND IN STORE DISPLAYS FORRETAIL) BY TONY MORGAN