Visual merchandising can be simply defined as the physical presentation of products. It is the coordination of all physical elements of a business to project the right image. Visual merchandising has increased tremendously in importance with the growth of self-service retailing. Good to marketing & presenting is merchandising, which attempts to maximize sales and profitability by inducing consumers to buy a company’s products.

1. Md.Azmeri Latif Beg
MSc. in Textile Engineering(DIU)
VISUAL MERCHANDISING
& FASHION STORE
LAYOUT

2. • Fashion designers and manufacturers promote their clothes not only
to retailers (such as fashion buyers) but also to the media (fashion
journalists) and directly to customers. Once the clothes have been
designed and manufactured, they need to be sold. But how are
clothes to get from the manufacturer to the customer? The business
of buying clothes from manufacturers and selling them to customers
is known as retail. Retailers make initial purchases for resale three to
six months before the customer is able to buy the clothes in-store.
• Fashion marketing is the process of managing the flow of
merchandise from the initial selection of designs to be produced to
the presentation of products to retail customers, with the goal of
maximizing a company’s sales and profitability. Successful fashion
marketing depends on understanding consumer desire and
responding with appropriate products. In today’s fashion retailing
business, Visual Merchandising plays an important role to bring
shoppers inside the store and make them a purchase clothes. In this
article author has showcased an overview of visual merchandising
and built a relation in between visual merchandising and retailing.

3. VISUAL
MERCHANDISING

4. What is Visual Merchandising???
 Visual merchandising is the art of presentation,
which put the merchandise in focus.
 It educates the customer and create desire to
buy.
 Its a presentation of a store.
 The objective of a store sale promotion plan.
 A team involved- the senior management,
architects, merchandising managers, buyers,
the visual merchandising director, industrial-
designers, and staff is needed.

5. 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

6. Definition of Visual Merchandising
• Visual merchandising is coined as the Art of Retailing.
Related o the world of apparel and fashion visual
merchandising has great impact and utmost relation in
retailing.
There is a saying -“Give the customer a reason to buy”.
• Visual merchandising can be simply defined as the
physical presentation of products. It is the coordination
of all physical elements of a business to project the
right image. Visual merchandising has increased
tremendously in importance with the growth of self-
service retailing.

7. The History of Visual Merchandising
• On 15th march, 1909, Gordon Selfridges became the
benchmark of British retailing.
• The 1920 s saw an explosion of creativity in the arts of
fashion, which spilled over into the arts of window display,
once again, its was paris that led the way.

8. • Selfridge also revolutionized the world of visual
merchandising by living window lights on at night, even when
the store was closed. So that the public could Still enjoy the
presentation While returning from theatre.

9. The purpose of visual merchandising
To make merchandising desirable
To make merchandise easy to locate in the
store
To introduce and explain new products
To promote store image
To cajole customers into the store
To show merchandise assortment

10. Visual Merchandising Placement
Process
 Where the products are located and how retailers arrange it around the
store can be placed based on shoppers’ buying behavior. For their easy
access and reach, the ultimate visual merchandising is liable. A proper
visual merchandising can affect on consumer decision to make a buy from
prompt to multiple.
 Eye level and hand level arrangement
 Customer Entrance
 Window Displays
 Store Layout
 Customer Space
 Store Interior
 Store Decorations
 Props

11. Visual elements that compose the
retail environment

12. Essentials of Visual Merchandising
• Interior Floor Design And Display.
• Space Design And Signage.
• Fixtures And Hardware.
• Window Display.
• Advertising Materials
• Interior Floor Design And Display.
• Space Design And Signage.
• Fixtures And Hardware.
• Window Display
• Advertising Materials

13. – Floor Plan: A drawing showing arrangement of physical
space, such as showing the positioning of merchandise
groups and customer services for a retail store.
– Grid Layout: A retail floor plan that has one of ore
primary (main) aisles running through the store, with
secondary (smaller) aisles intersecting with them at right
angles.
– Maze Layout: A free-flowing retail floor plan
arrangement with informal balance.
– Fixtures: Shelves, tables, rods, counters, stands, easels,
forms, and platforms on which merchandise is stocked
and displayed for sale

14. • Merchandise presentation includes the ways
that goods are hung, placed on shelves, or
otherwise made available for sale in retail
stores.
– Shoulder-out presentation: The way most
garments are hung in home closets with only one
side showing from shoulder to bottom.
– Face-forward presentation (face-out
presentation): Hanging of clothing with the front
fully facing the viewer. This should always be
done at entrances and aisles.

15. carousels
(circular shape)
Four-way-rack
T-Stand
waterfall
Dump
Tables/bins
Retail Fixtures

16. Individual and notable physical presentation of merchandise.
 Displays are intended to:
 Stimulate product interest
 Provide information
 Suggest merchandise coordination
 Generate traffic flow
 Remind customers of planned purchases
 Create additional sales of impulse items
 Enhance the store’s visual image

17.  Locations for interior displays:
 Just in the entrance
 Entrance to department
 Near cash/wrap
 Next to related items
 Across from elevators and escalators
 Ends of aisles

18.  Merchandise
 Lighting
 Props
 Signage

19.  The different color suggest an identify different the theme
and mood.
 Color is one of the most powerful tools in the Visual
Merchandising segment.
 It attracts attention and pulls more customers into the
store.
 Example:
▪ A Halloween display would require black color in the
display theme.
▪ Valentines theme should be ruled by red color
supplemented with pink and white.
▪ A display of baby’s accessories should reflect light
shades of pink and blue colors.
▪ A Christmas display should contain colors of red,
green, gold and silver.

20. Emotional Response to Color:

21. • Natural day light and light used at night reflect the merchandise
appearance.
• The same product looks different in different light .
• Lighting is the most important part of display as it highlights
features.
• If the display require emphasis on certain product it can be done
through light.
There are three types of lighting used :
 Primary lighting
 Store illumination
 Atmosphere lighting

23. Objects added that support the theme of the display.
 Functional Props: used to physically support the merchandise.
(mannequins, stands, panels, screens, etc)
 Decorative Props: used to establish a mood or an attractive
setting for the merchandise being featured (ex: mirrors, flowers,
seashells, surfboards, etc)
 Structural Props: used to support functional and decorative
props and change the physical makeup of displays. (boxes, rods,
stands, stairways, etc)

25. PROPS

26. ACCESSORIES USED

27.  Includes individual letters and complete signs.
Often on some kind of holder.
 Can tell a story about the goods.
 Should try to answer customers questions.
 Should be informative and concise.
 Can include prices, sizes, department location.

28. FLOOR LAYOUT

29. 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
Forcing customers to back of large store may
frustrate and cause them to look elsewhere
Most familiar examples for supermarkets and
drugstores

32. 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

34. 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

37. 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.

40. 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

42. Storage, Receiving, Marketing
Underwear
Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
JeansCasualWearStockings
AccessoriesPants
TopsTops
SkirtsandDressesHatsandHandbags
Open DisplayWindow Open DisplayWindow

43. WINDOW SIZE AND STYLE
Closed windows
Open-back windows
Closed windows
Shadow box window
Focal/Angled windows
Rack windows
No window

45. WINDOW SIZE AND STYLE
• Closed windows:- These are usually Seen in department stores.
With a large pane of glass at the front
• A solid back wall and two solid walls and a door, these window
resemble a room.
• Open back windows:- These have no back wall but may have side
walls. Many retailers prefer them because they make the interior of
the shop visible from outside.

46. Closed window

47. Open back window

48. • No window :- shopping arcades often have
good examples of stores with no windows. The
whole front of the store is expressed to the public
with only grille to separate the store from public
in the evening.
• Angled windows:- these are angled back to
the entry. This type of window is gradually being
replaced on the high street. Product should be
displayed parallel to the pane of glass.

49. Related display

50. Related display

51. Rack window

52. • Corner window:- The windows wrap around a
corner. In this windows groupings should be
dressed towards the centre of the arc.
• Arcade/ angle window:- The door is set
back from the windows. In this case, part of the
display should be facing the pavement to gain the
customer’s attention.
• Showcase window:- stores that specialize in
small items such as jewellary often rely on
showcase windows to attract the customer’s
attention.

53. Corner window

54. Focus window

55. Showcase window

56. Importance of visual
merchandising
• Increase Sales generation
• Profit
• Expansion of the store
• Corporate image
• Big share in market

57. TIPS FOR GOOD VISUAL
MERCHANDISING
1. Take It Outside- If the weather's good and you're allowed to do so, set up a display
of merchandise outside your store. This can create a sense of excitement and
buzz: consider a "Street Faire" environment, with flags and balloons.
2. Identify Everything- Customers are in a hurry. Use signage to identify not only
departments but categories -- this will help customers pinpoint what they need
and inspire additional purchases.
3. Set The Mood With Windows- Store windows are incredibly valuable
merchandising territory: use them to set the mood of the event or sale you're
having. This mood should match the mood your customers want to experience
after buying from you: do they want excitement, family fun, romance?

58. 4. Embrace All The Senses:- Great merchandising appeals to more than the eyes.
Consider how your store sounds, smells, and even feels are all of these
'messages' you're sending with music, scents, and other environmental factors in
keeping with the displays you create? You can evoke senses without addressing
them directly. For example, putting a pair of red bowls and spoons with a display of
tomato soup can get mouths watering!
5. Show the customers How It Will Look At Home
Use your displays to show customers how the merchandise will look in their home:
Example:-
if you're selling furniture, set up a grouping of chairs.
jewelry presented in the gift box, perhaps with some curls
of ribbon still clinging to the box...

59. 6.Group Like With Like/Theme
Organize your store logically: customers should be able to find all of one type
of merchandise easily. Create 'groupings' within categories, so all the
merchandise that is one color, type, price or size is positioned together.
7. Group By Lifestyle
Display merchandise from several categories -- that all share the same theme
in the appropriate home or workplace setting. For example, in an office
supply store, a display could reflect the workplace of a high-tech wizard.
8. Use the Spotlight
Lighting attracts customers.
Like- Dramatic lighting doesn't have to be expensive:
well placed spotlights can draw attention to key pieces of merchandise.
Make sure to use spotlights within your store as well as in the windows!

60. 9. Change the Displays Often-
A great display is the first time the customer sees it. But if
the customer sees that same display next week, and the week after that?
Suddenly the display is not so great. It's boring, the same-old, same-old...and
customers don't come back to boring stores!
Plan on changing your displays atleast weekly.
10.Don't Be Afraid Of Color-
Strong color can have strong results: plan your displays around a central color
that pops and captures the customer's attention. Try to have a different color
each week: if you've used yellow as your central color this week, go with
purple or blue next week -- not red or orange!

62. WINDOW DISPLAY

63. APPAREL WALL
PRESENTATION
OF THE
MERCHANDISE

64. INCORRECT

65. 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

67. INCORRECT

68. 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.

71. Conclusion……..
Sale increases is the main target for a merchandiser, by
the combination of mannequin, lighting and props in a
window display and a store highlight can further
intensify the decision process where the former affects
the affective pleasure of consumers and help them
determine the suitability of a store’s retail identity to
personal preference, the latter intensifies the
sensational feeling of consumers and encourage the
tendency to try on or purchase which directly relates to
the pre-purchase stage. Thus it can be concluded that
visual merchandising play one of the important role in
customers’ decision making process. Finally we can say
good to marketing & presenting is merchandising,
which attempts to maximize sales and profitability by
inducing consumers to buy a company’s products.

72. THANK You
EVERYBODY…
………….