presentation on visual merchandising

Topics: Retail design, Graphic design, Brand Pages: 6 (1657 words) Published: February 27, 2014

Visual Merchandising
The Importance of Visual Merchandising

What is it
Visual merchandising is the physical display of products in the most attractive and appealing ways Purposes are to sell products and promote store image
Should always try to be different, new, and creative
Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximise sales. Both goods or services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase. Visual merchandising as a serious concept first started in the fashion and homewares industries but take away the glamour and the concept is the same for any retailer.This is because customers have several universal expectations when they shop a store.They want a hassle free and enjoyable experience; they want a clean and well merchandised store; they want visible signage that directs them to the products they wish to purchase; and they expect to find this product quickly and easily, with an accurate price.

Visual Merchandising is commonly accepted as a merchandising technique that uses the visual elements effectively. Visual element refers to lighting, colors and signage. In short, they are the visual communications in the designing of an environment. The key elements of visual merchandising are the elements of window display at the same time. First of all, I will explore the importance of windows display, and then other basic elements.

“The display window is accepted as the most important part of the store design because it is the first meeting place the customer has with a brand and it gives passerby a quick impression of the store.

Window displays are crucial whether a store is situated in a mall or in a busy street. They are mix of art, fashion, design and marketing. They must compel customers to enter a store by defining a brand’s image. Today, retailers are recognizing the importance of window display as the first point of contact between the store and the customer.

Window displays play an important part in visual merchandising and some of the objectives of window displays, is to create:
1. Impact
2. Image
3. Theme
4. Composition

Color is accepted as the biggest motivation for shopping. Pegler (2006: 7) suggests that people buy color before they buy, size, fit, or price. Colors says something about the kind of merchandise and merchandiser.

Lighting is another elements of visual merchandising. The choice of the right lighting in fashion stores should be well considered. There are numerous products that offer many choices for shopping environment. Lighting deals with create an ambiance and make environments visually pleasing. The right utilization of light is highly important for shopping environments.

Signage is not a new concept and is used for promotional purposes by merchants. Initially, the purpose was to provide basic information. Today, it is considered as an integral part of the retail environment because it plays a growing role in creating the unique image and atmosphere.

Businesses operates in a highly competitive environment. They must communicate with customers quickly and effectively by introducing themselves and their products or services. SHOP INTERIOR
Shop interior is a significant part of merchandising because designing a modern retail store can affect the profit and image of the brands. Designing a shop interior is the art of planning because it is a creative process. It is the art of drawing, composing and selecting colors, materials, furnishings and accessories to enrich the design of a store interior. The main purpose is to create an attractive shopping environment and to enhance the presentation of merchandise....

References: Books:
Idea to open a own retail store
Visual Merchandising
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