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Purpose
Retail professionals display to make the shopping experience more comfortable, convenient and customer friendly by:
Making it easier for the shopper to locate the desired category and merchandise.
Making it easier for the shopper to self-select.
Making it possible for the shopper to co-ordinate & accessorize.
Providing information on sizes, colours & prices.
Informing about the latest fashion trends by highlighting them at strategic locations.
Merchandise presentation refers to most basic ways of presenting merchandise in an orderly, understandable, asy to shop and ind the product format. This easier format is especially implemented in fast fashion retailers
VM helps in:
educating the customers about the product/service in an effective and creative way.
establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.
setting the company apart in an exclusive position.
establishing linkage between fashion, product design and marketing by keeping the product in prime focus.
combining the creative, technical and operational aspects of a product and the business.
drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.
History
Every shopkeeper and merchant's primary objective is to sell merchandise. When the giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail the visual display of goods became necessary to attract the retail customer. The store windows no longer simply allowed natural light to shine in the building or act as storage space for stock; they became important venues to attractively display the store's merchandise. Gradually, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually displacing the importance windows altogether in suburban malls.
Museums and department stores in America have a shared history of displaying their products, both having come of age in the last quarter of the nineteenth century. Like world's fairs, department stores and museums crowded everything together on shelves or in display cases. Today displays in museums are referred to as exhibitions, while displays in stores are referred to as "Visual Merchandising. Essentially, visual merchandising is the selling of a store's goods through visual means, incorporating advertising, and window displays, and interior sales floor design and display. Throughout the twentieth century, well-known artists such as Salvador Dal and Andy Warhol created window displays, while other artists who are lesser known were commissioned to design unique objects specifically for visual merchandising purposes.
1. Sell by showing and promoting the product. 2. Create an emotional connect beween the viewer and the display. 3. Encourage the shopper to enter the store. 4. Get the customer to pause and hop the selling floor. 5. Establish, promote, and enhance the store visual image. 6. Entertain customers and enhance their shopping experience. 7. Introduce and explain new products.
Variances
Planogram
A Planogram allows planning of the arrangement of merchandise on a given fixture configuration to support sales through proper placement of merchandise by Style, Option, Size, Price points, etc. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain.
The main purpose is to support ease of applicability to the merchandiser while also increasing selection & enhancing the merchandise display in a neat and organized manner.
Window Displays
A retailer's window is the most controllable element in relation to image and must match their merchandise's target demographic. Windows may communicate style, content, and price point. They can be seductive, exciting or based on emotional stimulus through stimulation, or evocation of all five senses. Another direction taken by retailers who rely on volume sold is price-based selling. These clearly emphasize value for money with easy and obvious ticketing.
The best store windows can generate great excitement and are a talking point. They contribute to the environment by entertaining pedestrians, while simultaneously communicating the products and services on offer.
For a retailer willing to exploit the full potential that a window gives, the image-building process can be exciting and have enormous potential. A fashion retailer, for instance, will often change a window weekly to show the latest items on offer. A glance into a shop's window by a passerby establishes the time of the year and, very likely, a timely contemporary event. It might combine seasonal and festive points of the year such as Back-to-school, Spring, Summer, Easter, Christmas, New Year approaching, Diwali, Valentine's Day, Mother's Day etc. At other times the propping may be based on color schemes, materials or cultural themes.
Related Pages
Fashion design
Retail design
Planogram
Window dressing
For many, visual merchandising is the key to making money in a store. It is about making things look pretty and getting creativity flowing. The following websites can be used for added information: http://vmsd.com/
See also
Retailing
3D Visual merchandising online
Categories: Branding | Consumer behaviour | Interior design | Sales promotionHidden categories: Articles needing cleanup from June 2008 | All pages needing cleanup | Articles with a promotional tone from July 2008 | All articles with a promotional tone | Articles that may contain original research from July 2008 | All articles that may contain original research | Articles lacking sources from July 2008 | All articles lacking sources
