PowerPoint Presentation
VISUAL MERCHANDISING-part 1
Students Handouts, by Sunil Talekar- Faculty SOFT Pune
VISUAL MERCHANDISING* Visual Merchandising is the art of
displaying merchandise in a manner that is appealing to the eyes of
the customer.
* It sets the context of the merchandise in an aesthetically
pleasing fashion, presenting them in a way that would convert the
window shoppers into prospects and ultimately buyers of the
product.
VISUAL MERCHANDISINGThe major role of visual merchandisers is to
maintain the good store image through effective graphic designs and
attractive visual arts with the aim of increasing foot traffic to
the store and to boost the income.VISUAL MERCHANDISINGThe
presentation of the entire store and its merchandise in ways that
will attract potential customers and motivate them to make
shopping
WHY VISUAL MERCHANDISING????
Visual merchandising;Generate faster awareness about current
trendDecrease mark down Create stop point for customer and
conversion of stopper to shopperImprove business productivityBoost
sales
STORE DESIGNThe main and important functional aspects of
exterior design are customers visibility, store security and
potential efficiency to fulfill customer requirement.The key
elements which are important in any store is marquee, entrance
area, windows, danglers, banners, canopies and lightsStore
front;
Arcade
Straight
Angled
CircledSTORE FRONT
ARCADE-STORE FRONTArcade fronts are spaciousThey allow the
window merchandise on both the side of main doorThese are more
relaxing to the shopper and often are with concave or slanted panes
of glass and beautifully decorated windows.
STRAIGHT-STORE FRONT* This type of fronts parallels the side
walk, with its monotony broken by entrances,* The entrance may be
recessed into the main floor area, but all the lines are
identical.
ANGLED-STORE FRONTAngled front is more similar to straight
front, but the monotony is relieved by angles away from the side
walk contour.The designs of the doors or windows in an angled-front
store may be asymmetrical or symmetrical.
CIRCULAR-STORE FRONTCircular front is more similar to straight
front, but the monotony is on circular line.The designs of the
doors or windows in an curved front store may be asymmetrical or
symmetrical.
CIRCULAR-STORE FRONT
Angled windowsParallel to side walk windowsCorner
windowsEnclosed windowsOpen back windowsArcadesWindowless
windowsLive or demo windowsCircular windowsShadow box
windowsInteractive/through glass windowsIslands WINDOW STRUCTURE
& STORE FRONT
ANGLED WINDOW DISPLAY* By angling the windows, the display space
can be elongated and visual can be seen in more angles and gives
more exposure to the viewer.PARALLEL TO SIDE WALK WINDOWS
* The window that run parallel to the sidewalk and are generally
back closed to separate them from the rest of the storePARALLEL TO
SIDE WALK WINDOWS
CORNER WALK WINDOWS* Window at the corners provides view rom
each of the two converging streets.ENCLOSED WINDOW DISPLAY * These
window have glass on front display to view while walking and back
as well two side are with walls.
OPEN BACK WINDOW DISPLAY* These window have glass on front
display to view entire store to the customers from the outside.
HALF OPEN WINDOWS DISPLAY
* Half open window use partitions or dividers of some kind to
separate the display from the store proper, like rail fencing or
artificial evergreensARCADE WINDOW DISPLAY
* Arcade window display there are set back doors or entrances
thereby increasing the size of display window, stores with limited
frontage and whose merchandising philosophy requires a large window
display space get benefited from such a design.WINDOLESS WINDOW
DISPLAY * In this type store get ample open frontage, the shopper
can get the impression of the stores merchandise and will enter the
premises without being enticed by a window.
LIVE OR DEMO WINDOW DISPLAY* Live or demo windows have caused by
many shoppers to stop and notice when they suddenly waved or
wrinkled at an unsuspecting passerby.
LIVE OR DEMO WINDOW DISPLAY
CIRCULAR WINDOW DISPLAY* In order to individualize their images,
some companies develop window structure that are quite different
from the traditional ones which do not provide space for
retiling.
SHADOW BOX WINDOW DISPLAY* Stores that features small items such
as jewelry require window structure that enable close inspection of
the merchandise.SHADOW BOX WINDOW DISPLAY
INTERACTIVE OR THROUGH GALSS WINDOW DISPLAY* They can literally
communicate with shoppers day and night. * Viewers can virtually
design their own window displays by calling up brands ad images
that interested them from a programmed menu.
ISLAND WINDOW DISPLAYIts a display that can be viewed from all
the sides. Deep angled windows and wide frontage results in an
excessive amount of space at the stores entrance.Some stores
wishing to better use the lobby area and gain additional display
space build islands in the center of angled window
CORNER WALK WINDOW*
LIFESTYLE WINDOW DISPLAY
LIGHT AND WINDOW DISPLAY* Show merchandise in true and vibrant
colours
LIGHT AND WINDOW DISPLAY* Focus on merchandise which is USP of
the brand.
VISUAL MERCHANDISINGStore merchandise is comprised of
following;
Store image
Storefront area
Store interior design
Store location
Store layout
Inner display
WINDOW DISPLAY PLANNING RULESHelp the eye in finding the focal
point in the display easilyLimit the number of competing elements
in the displayGive the display one dominant theme.
WINDOW DISPLAY PLANNING RULES
Use contrast and rhythm to add life to the colours and
proportionSelect display props and material having some connection
with the exhibited product.
WINDOW DISPLAY PLANNING RULESDo not allow the display props and
materials to take up most of the best space in the window.Avoid
anything that conflicts with the sales messageUse colour
appropriate to the season.Do not mix the styles.
WINDOW ??????To attract customers to the store, and ultimately
convince them to buy the merchandise.
Sell merchandise by show
Encourage, promote and enhance the sores visual image.
To enhance customers shopping experience
Introduce and explain new arrival
WINDOW DISPLAY FUNCTIONSIt presents the selection of the
merchandise in a manner that will maximize both space and
visibility to customers.
WINDOW DISPLAY FUNCTIONSTo allow store sales associates to
interact with customers more effectively.
WINDOW DISPLAY FUNCTIONSTo enhance the visual appeal of a
product to encourage customers interest and subsequent purchase
HOW TO ENHANCE THE DISPLAYCreate a strong entrance
Allow front-to-back sightlines.
Take advantages of the highest profile location and place the
best selling merchandise in this area.
Direct and redirect common customer traffic patters, which will
encourage them to zigzag through the store.
Wrap it all up at the cash-wrap stand, to enable the customer to
reach that point after seeing the merchandise.WINDOW
TYPESApproaches to merchandise presentation way according to the
type of display from special, feature, areas to regular
freestanding assortments and wall units.
Special display areas include end of aisle end caps, windows and
point of sales and demo areas.
A display is at its best when it simply show a colour, and item
, a collection, or just and ides.WINDOW TYPESTypes of displays;One
item displayLine at goods displayRelated merchandise displayVariety
or assortment displayPromotional displayInstitutional
displaySeasonal displayHoliday display
ONE ITEM WINDOW DISPLAY* A one item display is just the showing
and advancement of a single garment or any single item. It features
only one piece of merchandise-designer gown, automobile, piece of
jewelry etc.
ONE ITEM WINDOW DISPLAY
LINE A GOOD WINDOW DISPLAYIt is a kind of display in which only
one type of merchandise is shown (all blouses, skirts, jackets)
although they may be in a variety of designs and colours.They could
be designed by same designer, or created with same fabric or print,
or they could all feature a common theme
LINE A GOOD WINDOW DISPLAY
LINE A GOOD WINDOW DISPLAY*
49 LIFESTYLES WINDOW DISPLAYIn any store if delivered message is
I am complete outfit, buy me it often choose to feature the outfit
or ensemble in a setting by itself.The intention is to entice the
customer to buy a total package rather than one or two items
VARIETY OR ASSORTMENT WINDOW DISPLAYPotpourris of anything or
everythingIt is a collection of unrelated items that happen to be
sold in the same storeIt can be shoes, silk stockings, shirts,
night gowns etc.
PROMOTIONAL WINDOW DISPLAYDisplays which advances concepts,
trend, and an item.It has very low margin of profit and thus needs
a lager sales volume to existsThese display stores generally
advertise prices.
INSTITUTIONAL WINDOW DISPLAYThis display promotes an idea and
not an item. It promotes institutional services.This display
presents the store as member of the community which helps further
in building the image of the store.In this kind of display only
incidental mention is made of merchandise, service, special
features, or facilities of the store are featured.These displays
create customer loyalty and good will.
SEASONAL WINDOW DISPLAYEach season brings with it particular
merchandise to feature, and nature suggests general settings in
which to show it.The cold winter, the budding and blooming of
flowers in the spring, the warmth of summer, and the chill of fall
each provide a unique opportunity to encourage customers.
* Christmas or Diwali is the major holiday of the year for the
majority of the retailing industry in the world, other holidays
play a major role in the achievement of the years total
volume.HOLIDAY WINDOW DISPLAY
HOLIDAY WINDOW DISPLAY
CREATIVE WINDOW DISPLAY* While four seasons and major holidays
provides a framework for planning merchandise presentation, much of
the work visual merchandiser produce does not fall under these
categories.
In the presentation of any display, these are some basic
approaches that any visual merchandiser will make to set the scene
for the merchandise or the concept to be sold. Those are summed up
as under;Realistic settingEnvironmental settingSemi realistic
settingFantasy settingAbstract settingWINDOW DISPLAY
SETTINGSREALISTIC WINDOW SETTING
A realistic setting is essentially the depiction of a room,
area, or otherwise recognizable locale, reinterpreted in the
allotted display area, either in the window or inside the store.A
realistic setting requires the careful blending of colour,
textures, shapes and the proper lighting to keep the background at
a proper distance.ENVIRONMENTAL WINDOW SETTINGThis is a merchandise
presentation that shows an assortment of various related items in a
setting depicting how and where they may eventually be used.
ENVIRONMENTAL WINDOW SETTINGIn this for of setting the
background is actually the foreground because the details that make
up the realistic set are actually the merchandise being promoted in
the display
SEMI REALISTIC/VIGNETTE SETTING* When space and budget do not
allow the time or effort for a fully realistic presentation, the
display person may opt for the very popular, semi realistic or
vignette setting.
SEMI REALISTIC/VIGNETTE SETTING* The visual merchandiser
presents the essence, and leaves the rest to the active imagination
of the shopper.
SEMI REALISTIC/VIGNETTE SETTING* This is a more effective but
simpler approach to merchandise settings.
FANTASY SETTING* A fantasy setting can be as detailed or a
suggestive as the display person, budget and time permit.
FANTASY SETTING* It is creative, required thoughts, energy and
lots of planning, but it can be very rewarding.
FANTASY SETTING* It can be surrealistic or just completely
off-the wall
ABSTRACT WINDOW SETTING* An abstract setting might seem as if it
would be the easiest to do, but it is often the most difficult.
ABSTRACT WINDOW SETTING* The least amount of display often makes
the biggest statement. In an abstract setting, the merchandise is
the dominant feature and the setting supports and reinforces the
message
ABSTRACT WINDOW SETTING* The abstract setting is predominantly
an arrangement of lines and shapes, panels, cubes, cylinders,
triangles, curves arcs and circles.
ABSTRACT WINDOW SETTING* The design does not really represents
or look like anything in particular, but it does evoke certain
responses from the viewer.
Shelving
Hanging
Pegging
Folding
Stacking
dumping
MERCHANDISE PRESENTATION SHELVINGMERCHANDISE PRESENTATION
MERCHANDISE PRESENTATION HANGING
MERCHANDISE PRESENTATION HANGING
MERCHANDISE PRESENTATION PEGGING
MERCHANDISE PRESENTATION PEGGING
MERCHANDISE PRESENTATION FOLDING
MERCHANDISE PRESENTATION STACKING
MERCHANDISE PRESENTATION DUMPING
MERCHANDISE PRESENTATION DUMPING
MERCHANDISE PRESENTATIONPART 1 FINISHEDTHANK YOU
