Visual Merchandising

LEARNING OBJECTIVES
• Understand the contribution that visual merchandising
(VM) makes to Retail Product Management process by
presenting the product to its best advantage
• Explore the scope of VM within a variety of retail
contexts
• Understand the supporting role VM plays within a
positioning strategy
• Appreciate how VM and store design work together to
create a stimulating environment
• Understand how creativity in VM and display can
enhance product appeal
 What is Visual
Merchandising?
• Visual merchandising is the
physical presentation of merchandise
and the design of a place of business
for the purpose of increasing sales.
 What is Visual
Merchandising?
• Visual merchandising is often
referred to as the silent salesperson.
• The purpose of visual merchandising
is to attract customers to the
merchandise for closer examination.
 THE SCOPE OF VISUAL
MERCHANDISING
• “It makes the market place innovative,
exciting and stimulating by creating product-
led stories supported by merchandising
solutions”
– choice of fixtures
– method of product presentation
– construction of displays (including window)
– choice of layout
– use of point of sale/purchase material
 Store Image
• The store image is the idea of a
store in people’s minds.
• Store image is created by visual
merchandisers through the design
and décor of the store.
 Store Image
• How do these people know what
image to develop for a store?
– Who are our customers?
– What kinds of new customers do we
want to attract?
– What kind of merchandise do we sell?
– What is the image of our location?
– What image does our main competitor
have?
– What image do we want to project?
Store Image: Store Exterior
• The store exterior is often called the
storefront, and it includes the store
sign, display windows, entrances,
outdoor lighting, landscaping, and
the building itself.
• The design of a business’s exterior is
often part of the place decision.
• The location often influences a
store’s image.
 Store Exterior
• The store sign is a major element of a
store exterior. Many businesses
develop a unique way of writing the
company name, often with design
elements.
• The display windows show a selection
of merchandise available in the store.
 Store Interior
• A store interior is usually divided into
two sections: the selling area and the
sales support area.
• The selling area is where
the merchandise is
presented to the customer.
– Area includes shelves, racks holding
merchandise, displays, cash registers, etc.
 Store Interior
• The sales support area contains
amenities for customers, such as
restrooms, lounges, and cafes.
– Also includes staff areas and space for
merchandise receiving and storage.
 Store Interior: Store Layout
• A store layout is a plan that shows
how the space in the store will be
used.
• The selling and sales support areas are
indicated, as well as the permanent
fixtures, such as shelving, racks, counters,
light fixtures, and other furnishings.
• The placement of these items will have a
major effect on store image.
 Store Interior: Store Decor
• Store décor refers to the way the store is
decorated.
– More permanent items, such as floor and wall
coverings, lighting and store fixtures, and seasonal
items (banners, signs, props)
• The term fixture refers to an item designed to
hold merchandise for display and sale.
Merchandise Presentation

• Merchandise presentation is the

way merchandise is displayed for
sales in a store.
 Merchandise Presentation
• In self-service presentation, all of
the merchandise is on the selling
floor.
• Customers can find the merchandise
on their own, select the items they
want, and then bring them to the
cashier.
 Merchandise Presentation
• In full-service presentation, none
of the items for sale are on the floor.
Select items may be on display, but
you must ask a sales associate to get
the item you wish to purchase.
 Merchandise Presentation
• Large retail stores often have a
combination of self-service and full-
service.
• Some upscale stores offer luxury full-
service. The sales associate asks
what you are interested in and bring
it to you.
 Displays
• A display is an arrangement of
merchandise designed to get
attention and thus promote sales.
• The major purpose of displays is to
excite customer interest in the
merchandise.
• Displays can also provide
information about the products, show
customers how to use or accessorize
products, and add to the store image.
Displays: Types of Displays
 Displays: Types of Displays
• A window display appears in store
windows that face the street or the
walkways of a mall.
• Window displays are usually designed to
capture customer interest and draw
customers to the store.
• Window displays often
have dramatic colors
and lighting.
Displays: Types of Displays
• An interior display is
located inside a store. They
are strategically placed to
catch a customer’s eye and
to generate traffic flow within
the store.
• Interior displays often
provide information, such as
how to wear new styles or
coordinate accessories.
Displays: Types of Displays
• There are three types of interior
displays: open, closed, and
point-of-purchase.
• In an open display, the
merchandise is arranged so that
the shoppers can handle it.
• In a closed display, the
merchandise is enclosed in a
display case so that the
shopper cannot touch it.
Displays: Types of Displays
• A point-of-purchase display is
designed to provoke impulse
purchases as the customer is waiting
to pay for his or her purchases.
• They are designed by the
manufacturer and usually found near
a cash register.
 Display Development
• The following steps will help you plan a
display:
• 1. Determine the goal of the display.
– Ex. – promote new merchandise? Show how
to wear new style?
• 2. Choose the merchandise.
– Should be eye-catching or notable, or subject
of current promotional campaign.
 Display Development
• 3.Choose a theme.
– Artistic: color, Theme: beach,
holiday, back-to-school
• 4. Select props.
– Props are objects used in a
display to support the theme or
to physically support the
merchandise.
• 5. Arrange the
merchandise and props.
 Display Development
• 6. Develop signs.
– Signs should give info, like price.
– Signs should be brief and easy to read.
• 7. Design the lighting.
– Lighting should provide enough light to
see merchandise and read signs.
– Spotlights can be used to focus on
specific items.
– Lighting should minimize glare and
shadows.
 Display Maintenance
• Dirty, messy displays can ruin a store’s
image.
• To maintain a good image, a display must
be kept clean and orderly.
• Some guidelines for good display
maintenance are to check display at least
once a day, clean regularly, replaces
damaged goods, replace moved items, and
replace lights as necessary.
 Display Evaluation
• The purpose of displays is to promote store
image and sell products.
• Visual merchandisers usually evaluate
each display to determine whether it is
meeting these goals.
– Does the display fit our store image?
– Does it grab customers’ attention?
– Is focus on merchandise?
– Are signs clear and easy to read?
– Is there enough light?
– Is the display neat and clean?
Design and Visual Merchandising

• Success in visual merchandising

involves the use of design.
• Design is the purposeful arrangement
of materials so that a certain effect is
produced.
• Design is involved in many areas,
including advertising, product
development, and visual
merchandising.
Design and Visual Merchandising

• The elements of design include:

– 1. Color 4. Texture
– 2. Line 5. Light
– 3. Shape 6. Motion
– The elements of design are building
blocks that can be manipulated to
create an effect.
Design and Visual Merchandising

• The principles of design are

guidelines that can help you use the
elements effectively.
• The principles of design are:
– 1. Emphasis
– 2. Movement
– 3. Balance
– 4. Proportion
 Color

• Color is often the

most dramatic
and noticeable
design element.
• Colors grab
attention, create
a mood, or affect
how someone
feels.
 Line, Shape, Texture, and
Light
• Line refers to a one-dimensional mark
that looks as if it were drawn by a pen.
– Can be an actual line drawn by a pen
– Can be a boundary, such as where 2 walls
meet or a seems joins 2 pieces of fabric
– Can be straight, curved, or jagged
– A line also has direction (horizontal, vertical,
or diagonal)
 Line, Shape, Texture, and
Light
• Shape refers to the
shapes used in design.
– Shapes can be two-
dimensional or three-
dimensional.
– Shape also refers to the
overall outline of an item
or display, which is often
called the silhouette.
 Line, Shape, Texture, and
Light
• Texture refers to the
surface quality of materials.
– rough, smooth, fuzzy,
shaggy, soft, hard, etc.
• Light is necessary in a
window or display so that
the viewer can see what is
being shown.
 Motion
• Motion can be an additional element
of design.
• Mechanical devices are often used to
move products in the display.
• The most common is a rotating
platform.
 Principles of Design
• Emphasis is drawing the attention of
the viewer to the most important
part of a display.
• Movement refers to the way the
design guides the viewers’ eyes over
an item or display.
 Principles of Design
• Balance refers to the way items are
placed around an imaginary
centerline.
• Formal balance means that you have
an object on one side of the line, and
another object of equal size the same
distance from the line on the other
side.
 Principles of Design
• Informal design means that you have
a large object on one side of the line,
but the other side you have two
smaller objects that are about the
same size as the larger object.
• Informal balance also occurs when
you have a large pale object on one
side, and a smaller but very bright
object on the other side.
 Principles of Design
• Proportion refers to the size and
space relationship of all items in a
display.
• Proportion can also be applied to a
single item, for which you consider
the size and space relationships of all
the parts of the item to the whole
item.