VISUAL MEANINGRelating to the sense of sight.

MERCHANDISING MEANINGMerchandising is a marketing practice in which the brand or image from one product or service is used to sell another

VISUAL MERCHANDISING?

• Coordination of physical elements in place of business, so that its project the right image to its customers

• Change a “passive looker into active buyers”

• Responsible for total merchandise

• Overall business image

• Placements of design elements

It is the activity and profession of developing the floor plans and three dimensional displays in order to maximize their sales

The display of products which makes them appealing and attractive

It utilizes displays, colors, lighting ,smells and sounds

Contd……..

PURPOSE OF VISUAL MERCHANDISING

The purpose is to attract ,engage, motivate the customers towards making a purchase

Both goods and services can be displayed to highlight their features and benefits

PRINCIPLES OF VISUAL MERCHANDISING

Make it easier for the customer to locate the desired category and merchandise

Make it easier to self select

Make it possible to coordinate and accessorize

Educate about the product in an effective and creative way

Make proper arrangements in such a way to increase the sale of unsought goods

IMPORTANCE OFVISUAL MERCHANDISING

Purposes are to sell products and promote store image

Should always try to be different, new, and creative

Change a “passive looker” into an “active buyer”

Enhances brand image

Generates impulse sales

Overall business image

VISUAL MERCHANDISINGSUCCESS FACTORS

ERRORS TO AVOID IN VISUAL MERCHANDISING

Too much signageConfusing traffic patternsToo much proppingDisconnection between exterior window and store contentsPoor lightingNo point of viewInconsistency in visual executions

OBJECTIVES OF A GOOD STORE DESIGN

Design should:

be consistent with image and strategypositively influence consumer behaviorconsider costs versus valuebe flexiblerecognize the needs of the disabled – The Americans with Disabilities Act

OBJECTIVES OF THE STORE ENVIRONMENT

Get customers into the store

Serves a critical role in the store selection process

Important criteria include cleanliness, labeled prices, accurate and pleasant checkout clerks, and well-stocked shelves

The store itself makes the most significant and last impression

Once they are inside the store, convert them into customers buying merchandise

The more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buy

APPAREL WALL PRESENTATION

OF THE MERCHANDISE

INCORRECT

Fashion apparel wall presentation. In the correct example, formal balance is achieved by creating a mirror image of garment on both sides of a center line. This does not occur in the incorrect example

INCORRECT

In this, Informal balance is achieved because an equal amount of space is filled on either side of a centre line. This does not occur in the incorrect example.

MERCHANDISE PRESENTATION

The ways goods are hung, placed on shelves, or otherwise made available to customers

Shoulder-outOnly one side shows

Face-forwardHanging garment so full front faces viewer

METHODS OF DISPLAY

Shelving

Hanging

Folding

Pegging

Dumping

SHELVING

FOLDING

HANGING

DUMPING

PEGGING

Should be current Represent styles and lines Should be well stocked In demand New (inform customers of what

is available) Encourage additional purchases Promote current theme Look good on display

Displayed MERCHANDISE

ELEMENTS IN VISUAL MERCHANDISING

ELEMENTS

STORE FRONT

STORE INTERIOR

MERCHANDISE DISPLAY

STORE LAYOUT

STORE SPACE

1. STORE FRONTThe exterior of a business. It includes:

1. Signs2. Marquee3. Entrances4. Window Display

SIGNSThere are four different types of signs are:1.Promotional Signs2.Location signs3.Institutional signs4.Informational signs

PROMOTIONAL SIGNSFor off-price events or specials.

LOCATION SIGNSFor direction to specific departments

INSTITUTIONAL SIGNSSigns for the store policies

INFORMATIONAL SIGNSFor product related benefits/ features/ prices etc.

MARQUEEThe sign that is used to display the store name

Designed with customer convenience and store security in mind.

There are several types of entrances each portraying a certain image

ENTRANCES

Revolving – up scale stores

Push-Pull – full service stores often with fancy handles

Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger.

Climate Controlled – shopping malls.

TYPES OF ENTRANCES

The store’s FIRST IMPRESSION with the customer.

Begin the selling process even before the customer enters the store.

Suggests the type of merchandise carried in the store

WINDOW DISPLAYS

1. Promotional – promote the sale of one or more items by using special lighting and /or props.

Skiwear with fake snow for accents

TYPES OF WINDOW DISPLAYS

2. Institutional – promote store image rather than specific items.

Designed to build customer good will, show that the business is interested in the community

TYPES OF WINDOW DISPLAYS

Affects the store’s imageIncludes items such as:

Floor & wall coveringsLightingColorsFixtures

STORE INTERIOR

It is important to create a relaxing, comfortable place for customers to shopCustomers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines

FLOOR & WALL COVERINGS

LIGHTINGS

Used to direct customer’s attention to the display and creates mood.

-Use more light for dark colors, less light for light colors .

-Beam spread; the diameter of the circle of light.

Flood lightningSpot lightningPinpointing

BEAM SPREAD TECHNIQUES

FLOOD LIGHTING

Ceiling lights to direct lights over an entire wide display area.

SPOT LIGHTINGFocuses attention on specific areas or targeted items of merchandise

PINPOINTINGfocuses a narrow beam of light on a specific item

Color selection should be perfect.Help to make merchandise look more interesting.Color schemes help to create moods.Capture shoppers attention.

COLOURS

Example: in Christmas displays only complementary color scheme i.e. reds and greens are placed next to each other in setting as no other scheme can accomplish this

STORE FIXTURESTo make store’s wall merchandisable, wall usually covered with a skin that is fitted with vertical columns of notches.

Most common types of fixtures: StandsPlatforms and ElevationsRound rackBinT-StandFour way faceout

TYPES OF FIXTURES

Used in a variety or assortment window- from glass line to the back of the display window

STANDS

Platforms or Elevations can be tables and other pieces of furniture that can be used to raise up a mannequin, a form or arrangement of merchandise

PLATFORMS & ELEVATIONS

Circular racks on which garments are hung around the entire circumference

ROUND RACKS

A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement

BIN

Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight Arm and one waterfall

T-STAND

A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around

FOUR -WAY STAND

The way the floor space is used to facilitate and promote sales and best serve the customer

2. STORE LAYOUT

1. Selling Space2. Merchandising Space3. Personnel Space4. Customer Space

TYPES OF FLOOR SPACE

Includes:Interior displaysSales demonstration areasSales transaction areas (wrap desk)

SELLING SPACE

Allocated to items that are kept in inventory

Selling floorStock room area

MERCHANDISE SPACE

PERSONNEL SPACESpace for employees:

break roomslockersrestrooms

CUSTOMER SPACEComfort and convenience of customers:

RestaurantsDressing roomsLoungesRestroomsRecreation area for children

Stores are competing more & more in these areas

Allocating more dollars and space for customer convenience than ever before

Once the floor space has been allocated, management & visual personnel spend a lot of time planning the effective use of the space.

What product are to go where

Agencies – what products should be next to each other

Where to put seasonal merchandise such as coats, swimwear and Christmas items

Traffic patterns

VISUAL DECISIONS

FLOOR LAYOUT

STRAIGHT FLOOR LAYOUT( GRID DESIGN)Best used in retail environments in which majority of customers shop the entire store

Can be confusing and frustrating as it is difficult to see over the fixtures to other merchandise

STRAIGHT FLOOR LAYOUT ( GRID DESIGN)

Forcing customers to back of large store may frustrate and cause them to look elsewhere

Most familiar examples for supermarkets and drugstores

DIAGONAL FLOOR LAYOUTGood store layout for self-service type retail stores

Offers excellent visibility for cashier and customers

Movement and traffic flow in the store is smooth

ANGULAR FLOOR LAYOUT( CURVING/LOOP –RACETRACK DESIGN)Best used for high-end stores

Curves and angles of fixtures and walls makes for more expensive store design

Soft angles create better traffic flow throughout the retail store

GEOMETRIC FLOOR LAYOUT (SPINE DESIGN)

Is a suitable store design for clothing and apparel shops.

Uses racks and fixtures to create interesting and out- of- the – ordinary type of store design without a high cost.

MIXED FLOOR LAYOUT(FREE FLOW DESIGN)Incorporates the straight, diagonal and angular plans

Helps generates the most functional store design

Layout moves traffic towards walls and back of the store

Storage, Receiving, Marketing

Underwear Dressing Rooms

Checkout counter

Clearance Items

Feature Feature

Jean

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Cas

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ear

S

tock

ings Ac

cess

orie

sPa

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Tops

Tops

Skirt

s and

Dre

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Hat

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Han

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Open Display Window Open Display Window

They are part of the general store interior

Displays generate 1 out of 4 sales

They enable the customer to make a selection without personal assistance

3. MERCHANDISE DISPLAYS

1. Closed Displays2. Open Displays3. Architectural Display4. Point-of-Purchase5. Store Decorations

KINDS OF DISPLAYS

Look but don’t touchRequire sales person assistanceExpensive or fragile merchandiseJewellery cases

CLOSED DISPLAYS

Handle merchandise without a salesperson

Self-service

Used for most clothing

OPEN DISPLAY

Actual room setting

Furniture

ARCHITECTURAL DISPLAYS

Promote impulse buying

Items at the registerBatteriesCandyMagazines

POINT-OF-PURCHASE

STORE DECORATIONS

Decorations for holidays such as Christmas, Halloween and Valentine’s Day

Interior displays use fixtures and props to showcase merchandise

Props are generally classified as decorative or functional

PROPSObjects added that support the theme of the display

Functional Props - practical items for holding merchandise such as mannequins and shirt forms

Decorative Props -Only purpose is to enhance merchandise. Items such as trees, tables, cars.

Structural Props -used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)

TYPES OF PROPS

FUNCTIONAL PROPS

DECORATIVE PROPS

STRUCTURAL PROPS

Show the customer what’s newShow customer how to put together a total lookA good display helps create multiple sales

Customers want to look like the displayCustomers want you to show them what to wear

IMPORTANCE OF INTERIOR DISPLAYS

Often convey a common theme through out the store

Animal prints, patriotic themeUsed to tell a color story

INTERIOR DISPLAYS

The large display in a store including the mannequins & wall displays are usually set up by visual department

Small table displays and fixture top displays are usually set up & maintained by the individual department staff

It is important to change departmental displays frequently

Contd……..

Should be chosen to maximize merchandise exposure

Just inside store entranceAt entrances to departmentsNear cash/wrap counterNext to related itemsBy elevators and escalatorsOpen-to-mall areas

INTERIOR DISPLAY LOCATIONS

WHEN TO CHANGE THE DISPLAYS?

When new merchandise comes inJust to change around the pieces of a group that has been on the floor for awhile

Gives the group a new look

The same customers walk through your department every week – you want it to look fresh

You want to give them a reason to buy

WHAT TO USE FOR SUCCESSFUL DISPLAYS?

MannequinsAlternatives to mannequinsFixturesProps

RealisticSemi realisticAbstractSemi-abstractHeadless

TYPES OF MANNEQUINS

REALISTIC MANNEQUINResembles the everyday person rather than a movie star.

SEMI REALISTIC

Is like realistic mannequin,But its makeup is more Decorative & stylized.

ABSTRACT Is concerned with creating an overall effect rather than reproducing natural lines and proportions. Features such as elbows, fingernails are rarely indicated.

SEMI ABSTRACT Is more stylized than the semi-realistic mannequin and its feature may bepainted or suggested rather than defined.

HEADLESS:Has a full-size or Semi-realistic body with Arms and legs but no Head. It offers no personality or image.

ALTERNATIVES TO MANNEQUINSThree quarter forms

Articulated artist’s figuresDress forms and suit formsDrapersHangersLay down techniquesPin up techniquesFlying techniques

THREE-QUARTER FORMS:

Representation of a part of the Human anatomy, such as the Torso, the bust or the area from Shoulder to waist or from hips to ankles.

ARTICULATED ARTIST’S FIGURESbased on small wooden miniatures used by artists and designers to get correct proportions and poses for figure drawing when live model is not available

DRESS FORMS AND SUIT FORMS

INFLATABLES

Are life-sized “balloons” That stimulate parts of The human anatomy. Most resembles the Lower half of the body & is used to show jeans & pants.

DRAPERWas a simple, uncomplicated and often underused alternative to mannequin

HANGERS Simple hanger can be an alternative to the mannequin. Hangers can either be hung by invisible wire from a ceiling grid or it can be hung from a look that extends from a wall or panel.

PINUP TECHNIQUESMakes use of a panel, wall Or some vertical surface onto which a Garment can be pinned, shaped & Dimensional zed.

LAY-DOWN TECHNIQUEInvolves the folding, pleating and placement of garment next To garment or accessories next to featured garment.

FLYING TECHNIQUESmerchandise is pulled, Stretched or pulled the garment into abstract Shapes that present an angular and crisp presentation.

ATMOSPHERICSThe design of an environment via:

visual communicationslightingcolorsoundscent

To stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior

Name, logo and retail identity

Institutional signage

Directional, departmental and category signage

Point-of-Sale (POS) Signage

Lifestyle Graphics

VISUAL COMMUNICATIONS

Coordinate signs and graphics with store’s imageInform the customerUse signs and graphics as propsKeep signs and graphics freshLimit sign copyUse appropriate typefaces on signsCreate theatrical effects

CONTD…..

SoundMusic viewed as valuable marketing toolOften customized to customer demographics - AIE (http://www.aeimusic.com)Can use volume and tempo for crowd control

ScentSmell has a large impact on our emotionsVictoria Secret, The Magic Kingdom, The Knot ShopCan be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures

SOUND AND SCENT

CASE STUDY

Adidas

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

• 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

Visual merchandising is first and foremost strategic activity.Put your best-selling merchandise in your best-selling space.If you only do one thing with your store, make it professional.The storefront, tell the right story about what kind of merchandise is availableInvest proper signage to take your store to the next level.

CONCLUSION

BIBLOGRAPHYwww.textilescommittee.nic.inwww.google.comwww.wikipedia.comwww.visualstore.comwww.slideshare.comFashion: from concept to consumer 1999- frings, gini stephenVisual merchandising and display fifth edition – martin

ANYQUESTIONS?

Hamstech offers Certificate Course in Styling & Visual

Merchandising

Contact for more detailsHamstech Institute of Fashion & Interior Design

II, III & IV Floor, R.K. Plaza, Punjagutta 'X' Road, Punjagutta,Hyderabad - 82 India

Phone :+91-40-66684994, +91-40-66684995eMail : info@hamstech.com

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