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• Draws the attention of the customers and help them match their needs with the
visually merchandised product.
Who uses Visual
Merchandising :
Retailers:
– Make merchandise desirable
– Make merchandise easy to locate in the store
– Introduce and explain new products
– Promote store image
– Entice customers into the store
– Show merchandise assortment, fashion
leadership, brands
Manufacturers:
– Showrooms
– Marts
– Trade shows – rooms or booths
– Develop display aids for retailers
Museums, historical societies, trade associations,
educational institutions
– Enhance costume knowledge, scholarship information,
fashion details and trend information.
Store Management
Once they are inside the store, convert them into customers
buying merchandise (space productivity)
The more merchandise customers are exposed to that is presented in an
orderly manner, the more they tend to buy
Retailers focusing more attention on in-store marketing – marketing dollars
spent in the store, in the form of store design, merchandise presentation,
visual displays, and in-store promotions, should lead to greater sales and
profits (bottom line: it is easier to get a consumer in your store to buy more
merchandise than planned than to get a new consumer to come into your
store)
Objectives of Good Store Design
Design should:
Merchandise Space
Floor
Wall
Store Layout (and Traffic Flow)
Conflicting objectives:
Tops
square feet) in which
customers wish to
browse
Checkout counter
Casual Wear
Tops
Pants
Hanging
Pegging – small rods inserted into gondolas or wall systems – can be labor
intensive to display/maintain but gives neat/orderly appearance
Folding – for softlines can be folded and stacked on shelves or tables - creates
high fashion image
Theme-setting display
Ensemble display
Rack display
Case display
Cut case
Dump bin
StoreFront Design
Storefronts must:
Clearly identify the name and general nature of
the store
Give some hint as to the merchandise inside
Includes all exterior signage
In many cases includes store windows – an
advertising medium for the store – window
displays should be changed often, be fun/exciting,
and reflect merchandise offered inside
Creating a Store Environment
Visual
Communicati
on
Color Lighting
Store Atmosphere
Scent Music
Atmospherics
The design of an environment via:
visual communications
lighting
color
sound
scent
Institutional signage
Lifestyle Graphics
Visual Communications
Coordinate signs and graphics with store’s
image
Inform the customer
Use signs and graphics as props
Keep signs and graphics fresh
Limit sign copy
Use appropriate typefaces on signs
Create theatrical effects
Lighting
Important but often overlooked element in successful store
design
Highlight merchandise
Capture a mood
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
Conclusion :
The store derives as much of its identity, character and gravity from its physical
contours, as from the products it houses and the individuals who manage the
transactions there in. It includes not only the products on sale but also the decor, the
shop floor and ceiling, restrooms and trial rooms, staff uniforms, lipstick color of
female personnel and tie knots of male personnel. It is also inclusive of the attitude of
your personnel who interact with customers. Hence everything that makes an impact
on the perspective customer is part of visual merchandising.