Visual Merchandising 1 RW (1)
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Visual Merchandising
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What is Visual Merchandising?
• Visual merchandising is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchases.
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Objectives
• Define visual merchandising and understand its goal.
• Identify different merchandising techniques and themes.
• Identify the major areas of merchandising and display within a store and the purpose of each.
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The Purpose of Visual Merchandising
• The goal of visual merchandising is to set a MOOD that will turn shopper's heads!
• The use of visual effects to increase sales!
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Merchandising Techniques
1. Permanent/Total Environment Merchandising – A permanent store setting that remains
constant throughout the year and enhances the merchandise
Ex: Disney World, Universal Studios, Epcot, the original Banana Republic, Hard Rock Café
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Merchandising Techniques
2. Themes: Semi permanent store settings that change depending on the retailers merchandising philosophy and schedule.
– Usually featured as a Theme
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Merchandising Themes
SEASONAL - Summer (Easter - May), Fall (August), Winter (October-November and January), Spring (mid-February)
HOLIDAYS - Christmas (at least 6 weeks), President's Day, Easter, Parent's Days (Mother's and Father's Day), Valentine's Day (February), Columbus Day (October)
CREATIVE THEMES - merchandise-oriented display that is a result of the ingenuity of the display persons and their inherent creativity (sporting events, grand ballroom festivities)
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Merchandising Themes
INSTITUTIONAL THEMES - themes based on the organization's interests, activities, and image; builds an image of the store in the customer's mind (celebrating the millennium, saluting a charity)
SPECIAL EVENTS AND PROMOTIONS - sets the mood for a particular spectacular (lighting of the Christmas tree in Chicago's grand atrium, Macy's annual Flower Show in NYC)
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Where do retailers use visual merchandising?
Four areas of display in a retail store
• Storefront
• Store Layout
• Store Interior
• Interior Displays
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STOREFRONT Includes:
– Signs
– Marquee
– Entrances
– Window Displays
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STOREFRONTMarquee: sign used to display
store’s name
•Attracts attention
•Location
•Projects initial image
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STOREFRONTEntrance: types of
doors/doorways
• Customer convenience
• Store security
• Image projection
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STOREFRONTWindow displays
―Attract attention
―Suggest merchandise within
―Suggest store atmosphere