Visual Merchandising is the activity of maximizing the impact of Retail Display space and has become an important element in retailing. Visual Merchandisers create displays using color, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations. The objective of this highly practical program is to ensure that attendees are furnished with the core concepts and skills used in visual merchandising. Hamstech course will enable students to identify, select and pursue their career opportunities in the retail industry. The retail sector is a major employer and requires skilled staff in a range of jobs such as: Shop Floor Planning and Display, Window Display, Sales, Buying, Staff Management and Supervision.
The byproduct of sericulture in different industries.pptx
Visual merchandising
1.
2.
3. VISUAL MEANING
Relating to the sense of sight.
MERCHANDISING MEANING
Merchandising is a marketing
practice in which the brand or
image from one product or
service is used to sell another
5. • 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
6. 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……..
9. 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
11. 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
12. Educate about the product in an effective and
creative way
Make proper arrangements in such a way to
increase the sale of unsought goods
14. 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
18. Too much signage
Confusing traffic patterns
Too much propping
Disconnection between exterior
window and store contents
Poor lighting
No point of view
Inconsistency in visual
executions
20. Design should:
be consistent with image and strategy
positively influence consumer
behavior
consider costs versus value
be flexible
recognize the needs of the disabled –
The Americans with Disabilities Act
22. 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
25. 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
28. 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.
31. The ways goods are hung,
placed on shelves, or
otherwise made available
to customers
Shoulder-out
Only one side shows
Face-forward
Hanging garment so
full front faces viewer
35. 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
45. Designed with customer
convenience and store security in
mind.
There are several types of
entrances each portraying a certain
image
ENTRANCES
46.
47. 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
48. 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
49.
50. 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
51. 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
52. Affects the store’s image
Includes items such as:
Floor & wall coverings
Lighting
Colors
Fixtures
STORE INTERIOR
53. It is important to create a relaxing,
comfortable place for customers to
shop
Customers shop longer & are more
relaxed and spend more when they
are not pressed by crowds, delays &
long lines
56. 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.
61. Color selection
should be perfect.
Help to make
merchandise look more
interesting.
Color schemes help to
create moods.
Capture shoppers
attention.
COLOURS
62. 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
63. STORE FIXTURES
To make store’s wall merchandisable, wall usually
covered with a skin that is fitted with vertical columns of
notches.
64. Most common types of
fixtures:
Stands
Platforms and Elevations
Round rack
Bin
T-Stand
Four way faceout
TYPES OF FIXTURES
65. Used in a variety
or assortment
window- from
glass line to the
back of the display
window
STANDS
66. 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
67. Circular racks on which garments are
hung around the entire circumference
ROUND RACKS
68. 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
69. 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
70. A fixture with four extended arms, that permits
accessibility to hanging merchandise all the way
around
FOUR -WAY STAND
71. The way the floor space is
used to facilitate and promote
sales and best serve the
customer
2. STORE LAYOUT
72. 1. Selling Space
2. Merchandising Space
3. Personnel Space
4. Customer Space
TYPES OF FLOOR SPACE
76. CUSTOMER SPACE
Comfort and convenience of
customers:
Restaurants
Dressing rooms
Lounges
Restrooms
Recreation area for children
Stores are competing more & more in these
areas
Allocating more dollars and space for
customer convenience than ever before
77. Once the floor space has been
allocated, management & visual
personnel spend a lot of time
planning the effective use of the
space.
78. 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
80. 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
81. 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
82.
83.
84. DIAGONAL FLOOR LAYOUT
Good store layout for self-service type
retail stores
Offers excellent visibility for cashier
and customers
Movement and traffic flow in the
store is smooth
85.
86. 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
87.
88.
89. 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.
90.
91.
92. 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
95. 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
96. 1. Closed Displays
2. Open Displays
3. Architectural Display
4. Point-of-Purchase
5. Store Decorations
KINDS OF DISPLAYS
97. Look but don’t touch
Require sales person assistance
Expensive or fragile merchandise
Jewellery cases
CLOSED DISPLAYS
104. 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
108. Show the customer what’s new
Show customer how to put together a
total look
A good display helps create multiple sales
Customers want to look like the
display
Customers want you to show them
what to wear
IMPORTANCE OF
INTERIOR DISPLAYS
109. Often convey a common theme
through out the store
Animal prints, patriotic theme
Used to tell a color story
INTERIOR
DISPLAYS
110. 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……..
111. Should be chosen to maximize
merchandise exposure
Just inside store entrance
At entrances to
departments
Near cash/wrap counter
Next to related items
By elevators and escalators
Open-to-mall areas
INTERIOR DISPLAY LOCATIONS
120. ABSTRACT
Is concerned with creating an overall effect
rather than reproducing natural lines and
proportions. Features such as elbows, fingernails
are rarely indicated.
121. SEMI ABSTRACT
Is more stylized than
the semi-realistic
mannequin and its
feature may be
painted or suggested
rather than defined.
122. HEADLESS:
Has a full-size or Semi-
realistic body with
Arms and legs but no
Head. It offers no
personality or image.
123. ALTERNATIVES TO
MANNEQUINSThree quarter forms
Articulated artist’s figures
Dress forms and suit forms
Drapers
Hangers
Lay down techniques
Pin up techniques
Flying techniques
125. ARTICULATED ARTIST’S FIGURES
based on small wooden miniatures used by
artists and designers to get correct
proportions and poses for figure drawing
when live model is not available
129. 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.
130. PINUP TECHNIQUES
Makes use of a panel, wall
Or some vertical surface onto which a Garment can be
pinned, shaped & Dimensional zed.
131. LAY-DOWN TECHNIQUE
Involves the folding, pleating and placement of garment next
To garment or accessories next to featured garment.
132. FLYING TECHNIQUES
merchandise is pulled, Stretched or pulled
the garment into abstract Shapes that
present an angular and crisp presentation.
133. ATMOSPHERICS
The design of an environment via:
visual communications
lighting
color
sound
scent
To stimulate customers’ perceptual and
emotional responses and ultimately
influence their purchase behavior
134. Name, logo and retail identity
Institutional signage
Directional, departmental and category
signage
Point-of-Sale (POS) Signage
Lifestyle Graphics
VISUAL
COMMUNICATIONS
135. 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
CONTD…..
136. Sound
Music viewed as valuable marketing tool
Often customized to customer demographics - AIE
(http://www.aeimusic.com)
Can use volume and tempo for crowd control
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
SOUND AND SCENT
139. 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.
141. 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
142. • 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
143. 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 available
Invest proper signage to take your store to the
next level.
CONCLUSION
147. Contact for more details
Hamstech Institute of Fashion & Interior Design
II, III & IV Floor, R.K. Plaza, Punjagutta 'X' Road, Punjagutta,
Hyderabad - 82 India
Phone :+91-40-66684994, +91-40-66684995
eMail : info@hamstech.com
www.hamstech.com