VISUAL

MERCHANDISING

MALARNILAA R S
Bannari Amman Institute
Of Technology
WHAT IS VISUAL
MERCHANDISING
Visual merchandising is the art of
presenting the products, in a
manner that attracts the customer
Both goods or services can be
displayed to highlight their features
and benefits. The purpose of such
visual merchandising is to attract,
engage and motivate the customer
towards making a purchase.
Visual
presentation has
an advantage
over broadcast
and print
advertisements
over 60% of all
women get their
clothing ideas
from store
displays.
 TYPES OF VISUAL
MERCHANDISING
In-house staffs
Centralized Approach
Free-Lance Trimmers.
 IN-HOUSE STAFFING
Permanent visual
merchandisers are been
employed as full-time
staffs to develop and
execute their visual
merchandising programs.
These teams are fully
responsible for
differentiating their shops
from other shopping
places
Environments of Visual
Merchandising
Visual Merchandisers function in
two separate store environments:
1. WINDOWS
2. INTERIORS
WINDOW DISPLAY
Windows are at the entrance of the
stores that are the first visible point
for a customer to effectively convey
the stores fashion focus and image.
They are also considered as most
dramatic of stores visual status and
also bring the image of the store to
the passes-by and hope that they
will be sufficiently motivated to
come inside for a closer look.
TYPES OF WINDOWS:

Special event window

Fashion message window
Direct selling window
INTERIORS
Interiorsare of two types of
approaches where
(i) Seasonal approach
(ii) Theme based approach.
DISPLAYS : TYPES
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
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
stores 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.
 Merchandise
Presentation
STORE DESIGN
Back Room receiving area, stockroom
Department stores (50%)
Small specialty and convenience stores (10%)
General merchandise stores (15-20%)

Offices and Other Functional Space employee break

room, store offices, cash office, restrooms

Aisles, Service Areas and Other Non-Selling Areas

Moving shoppers through the store, dressing rooms,
layaway areas, service desks, customer service
facilities

Merchandise Space
Floor
Wall
Space Planning
Idea-oriented presentation
Frontage presentation
Color presentation
Tonnage merchandising
Vertical merchandising
Fixtures
Mannequins
Lightings
Space planning
Mannequins
Lighting
SOUND AND SCENT
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
Fixtures
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 businesss exterior
is often part of the place decision.
The location often influences a
stores 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 dcor 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.
Forming teams with creative workers
Proper forecasting of seasons
Periodic scheme changes
Maintenance of Display components
Periodic changes of displays
Periodic rotation of merchandises
Analyzing the market and fashion
trends
Creating periodic work sheets
CONCLUSION:
Visual merchandising is both an art
and a science. Approach it with an
open mind. If something doesnt work
this time, CHANGE IT! Try something
else.
Mind Map to be drawn by Ms. Malarnila
&
Summary to be told to the class
Assessment:

1. What is the importance of VM?

2. What is meant by the term "Fixture"

3. Name 4 important points for a successful VM campaign.