Visual merchandising

by
Emmanuel Ediau
emmanuelediau@gmail.com
+256 772354188, +256 702354188
www.facebook.com/ediau
www.twitter.com/ediauemma
 AFTER STUDYING THIS UNIT, YOU SHOULD
BE ABLE TO:
LEARNING

1. Define Visual Merchandising.

2. Describe who uses Visual
Merchandising
3. Articulate the various Visual
Merchandising Design Elements.
OBJECTIVES

1–2
Unit 1:
Visual Merchandising: An
Introduction

1–3
 Visual Merchandising
• Defined:
– The physical presentation of products

• Visual Merchandising is the art of displaying merchandise in a manner that

is appealing to the eyes of the customer.

• Passion for design and creativity are essential to be a good visual

merchandiser. Awareness of happenings in the fashion world is needed in
order to keep up-to-date with the dynamics of the market constantly.

• Creating an attractive product display can draw the customer in, promote a
slow-moving item, announce a sale, or welcome a season. If your store front
is fortunate enough to feature one or more windows, then you have one of
the most proven (and least expensive) forms of advertising at your disposal.

• Its not just about window displays

– Store design, planning, store and department identification, traffic control, store
layout, space/ sales analysis, fixturing, window displays, interior concept/ design, and
display research, signs, POS, sales promotions etc.
“Visual presentation has
an advantage over
broadcast and print
advertisements… over
60% of all women get
their clothing ideas from
store displays.”
Martin Pegler (Author of Visual Merchandising and display. 2006)
 Who uses VM
• Retailers:
– Make merchandising
desirable
– Make merchandise easy to
locate in the store
– Introduce and explain new
products
– Promotes store image
– Entice customers into the store
– Show merchandise assortment
 …‘the eyes of the store’
• Window:
– The window is also know as the eyes to the interior of the store
– Reinforce brand image
– Introduce brand/ product line to new or existing customers
– Strengthen traffic and sales

– Types of windows:

Closed back
• Advantage:
– Less background distractions
• Disadvantage:
– Could appear as a barrier, Intimidating
Open back;
• Advantage:
– Customer can see into the store
• Disadvantage:
– Distraction from store merchandise
– Cant use screens, curtains, banners, plants etc
 VM design elements
• Colour
– Can immediately create a mood
– Lighting: Should accent focal point, if possible

– Customers entering a store are greatly influenced by the visual information they gather in
the first split second. One simple visual element, such as colour, can catch a shopper's
attention and also greatly affect their mood.
– In today's ultra competitive market place it is of paramount importance that retailers
understand the basics of visual merchandising.

– A right choice of colours in the display can turn walkers into stoppers and significantly
convert them into customers. It is therefore mandatory to choose the right colour for the right
theme of display.

• Texture
– Surface treatment or feel
– Smooth surfaces appear lighter
– Textured surfaces appear darker
– Can be suggestive:
• Feminine versus masculine
• Line
– Vertical:
Strength, height, pride, dignity
– Horizontal: Easy going, restful
– Curved: Grace, charm, feminine
– Diagonal: Action, force, strong

• Balance
– Symmetrical: Formal
– Asymmetrical: Informal/ often more
interesting

• Dominance:
– By colour, size or position
– Attracts the eye first
– Usually the merchandise

• Contrast:
– Show a sharp difference between objects
– Can use colour or texture
• Proportion:
– Relationship of size, scale, or weight
– Baby shoes next to a huge teddy
bear???
– Attracts attention
– Promote and idea or look
• Fragile versus weak

• Rhythm:
– Movement from element to element
– From dominant object to subordinate
object
– Use of line, colour, lighting
– Circular
– Triangle

• Repetition
– Colour, line, shape
– Creates importance and dominance
Window examples…
Case study....
Adidas
 Adidas
• Clarity of thought : The window display focuses
on the women wear and accessories specially
for the sports.

• Creativity : The tagline being used is quite

motivating for women of this era and would
assure her that anything is possible. The straight
mannequins also suggest forcefulness and
rigidness of the women’s attitude. The colour
used in the background is blue signifying the
cool and sporty look.
 Adidas
• Effectiveness : The display of upside down
women signifies the freedom and
independency of women which will
motivate them to walk in the store.

• Why did it work : It forces female

customers to ponder what the store holds
for them.
Marks & Spencer
 Marks & Spencer
• Clarity of thought : The window display clearly
shows that the sale season is going on for the
apparels and accessories offered by the store.

• Creativity : The red color is used to indicate sale

period which can be discovered from a far
distance. Red colour is psychologically attached
to the customers; it portrays excitement/ impulse
purchase decisions.
 Marks & Spencer
• Effectiveness : A customer interested would
surely walk-in to avail the discounts as the
display is shouting out for the sale season.

• Why did it work : The entire display used the red

color tints and shades indicating sales period &
also providing an opportunity to avail extra
reduction. The big banners as well as
mannequins wearing similar t-shirts talking about
sale are also very helpful.
 Research
• Look beyond and read
between the lines…
• What are artists doing?
– Art instillations…
Could this be a source of
inspiration.
– Competitors…
– Trends… Fashion/ Lifestyle
Fendi Oasis

Burberry Zara
 WGSN...
Top 10 VM trends: A/W 10:

•Luxury - it won't go away

•The new thrift sits with green and eco-retailing

•A return to local values

•People looking for meaning in what they buy

•Visual merchandising - doing more with less

•Visual merchandising - a return to handcrafting

•Greater emotional connections with shoppers at all

levels

•Don't be global - think local, act local

 WGSN VM trends:
• New Nostalgia: Glamorous looks are restrained by wartime austerity as humble and
luxury walk hand in hand.

• Highlander: The modern manor breathes new life into dusty

• heritage looks

• Country Grunge: Traditional country styling is distressed

• and destroyed with gothic and grunge overtones.

• Earthbound: Natural evolution sees weather-worn, decayed and scarred surfaces

inspire chunky knits and geological print directions

• 80s Power: Sharply structured dressing makes a powerful statement in the

• face of economic downturn

• 80s Cocktail: Indulgence directs this party wear trend, flying

• in the face of economic misery. Shimmering fabrics and dramatic 80s
• styling creates a look designed for hard partying.

• Biker Body-con: Building on the season's overriding

• mood of power and anarchy, the Biker Body-con look draws on punk and
• rock influences

• Warrior Goddess: The warrior influences span time and space, referencing
gladiators, medieval knights and galactic invaders.
*END*