LITERATURE REVIEW

1. ARTICLE -REVITALIZING VISUAL MERCHANDISING

Restoring baan!e to t"e retai en#iron$ent entais engaging a %i#e senses
AUTH&R- Matt"e' L. T($an is )resi*ent an* CE&+ an* ,. Rose Car- is V. o% resear!" o% Mer!"ant Me!"ani!s
o% West Lebanon+ N.H.
S&URCE -"tt)//Sear!".ebs!o"ost.!o$
REVIEW- A!!or*ing to a(t"or in-store $ar-eting an* $er!"an*ising !an be en"an!e* 'it" $ore baan!e* arra0s
o% sensor0 !o$$(ni!ation+ res(ting in signi%i!ant re*(!tions in #is(a iabiit0 an* $a1or i$)ro#e$ents to store
an* bran* )er%or$an!e.
T"e art an* s!ien!e o% retaiing in t"e !o$ing 0ears 'i !onsi*er $(!" $ore t"an '"at is #is(a. Store
en#iron$ents $a0 t"en be %as"ione* as "oisti! sensor0 en#iron$ents !atering to !(sto$ers see-ing re%(ge %ro$
i%e2s #is(a !a!o)"on0.

3. ARTICLE- VISUAL MERCHANDISING AND 4&UR ST&RE2S 5RAND IMAGE
AUTH&R- Larr0 5. 6o"nson+ a #i!e )resi*ent o% Internationa .a!-aging+ .a't(!-t+ R.I.+ is a re!ogni7e* e8)ert
in 1e'eer0 $er!"an*ising.
S&URCE -"tt)//Sear!".ebs!o"ost.!o$
REVIEW- A!!or*ing to a(t"or )resentation o% 1e'eer0 "as a signi%i!ant i$)a!t on a store2s bran* i$age an* "o'
!(sto$ers )er!ei#e t"e $er!"an*ise. A *is)a0 $(st attra!t attention to 1e'eer0+ "e) to !reate interest+ %(e *esire+
en"an!e )er!ei#e* #a(e an* *o so 'it"o(t *ra'ing attention to t"e$se#es. T"ree $a1or #is(a )resentation o%
1e'eer0 i.e. !oo(r+ a))i!abiit0 to t"e $er!"an*ise an* )resentation "a#e a signi%i!ant i$)a!t on a store bran*
i$age an* "o' t"e store *is)a0 s())ort it.
9. ARTICLE- :&R GREAT VISUAL MESSAGES+ ,N&W THE ST&RE
AUTH&R- 5ri*get M!,ine0
S&URCE -"tt)//Sear!".ebs!o"ost.!o$

REVIEW- A!!or*ing to a(t"or Vis(a $er!"an*ising "as ong been !onsi*ere* a )ri$ar0 retaiing too in g(i*ing
t"e !(sto$ers in t"e )(r!"ase )ro!ess. !(sto$ers '"o are ne' to a store or !onsi*ering b(0ing a )ro*(!t or bran*
%or t"e %irst ti$e are $(!" $ore i-e0 to (se #is(a $er!"an*ising !(es;)osters+ *is)a0s+ )as$a s!reens+
bro!"(res+ banners an* *ire!tiona signage;'"ie !(sto$ers '"o %re<(ent to a retai estabis"$ent are $ore i-e0
to $a-e )(r!"ase *e!isions base* on )re#io(s e8)erien!e or to !ons(t saes )ersonne. .ro*(!ts an* ser#i!es
re<(iring "ig"er e#es o% !(sto$er in#o#e$ent in!rease t"e roe o% #is(a $er!"an*ising !o$$(ni!ation in t"e
*e!ision-$a-ing )ro!ess. Vis(a $er!"an*ising ()*ates !an be s(bte an* sti signi%i!ant0 a%%e!t !(sto$er
e8)erien!e an* )er!e)tion o% t"at e8)erien!e.
=. ARTICLE- VISUAL MERCHANDISING->THE CHANGING SCENARI&?
AUTH&R- Ms. S"ar$ia D(a an* Dr. An1ai ,aroia
S&URCE-'''.:abri!3%as"ion.!o$
REVIEW- A!!or*ing to a(t"or t"e store *eri#es as $(!" o% its i*entit0+ !"ara!ter an* gra#it0 %ro$ its )"0si!a
!onto(rs+ as %ro$ t"e )ro*(!ts it "o(ses an* t"e in*i#i*(as '"o $anage t"e transa!tions t"ere in. It in!(*es not
on0 t"e )ro*(!ts on sae b(t aso t"e *e!or+ t"e s"o) %oor an* !eiing+ restroo$s an* tria roo$s+ sta%% (ni%or$s+
i)sti!- !oor o% %e$ae )ersonne an* tie -nots o% $ae )ersonne. It is aso in!(si#e o% t"e attit(*e o% 0o(r
)ersonne '"o intera!t 'it" !(sto$ers. Hen!e e#er0t"ing t"at $a-es an i$)a!t on t"e )ers)e!ti#e !(sto$er is )art
o% #is(a $er!"an*ising. T"e a(t"or sa0s t"at Vis(a Mer!"an*ising is t"e $ost (se%( !reati#e art as %ar as retai
b(siness is !on!erne* be it a *e)art$ent store+ s)e!iat0 store+ "otes or e#en )etro )($)s. It gi#es t"e b(siness an
e*ge o#er !o$)etition. Strategi!a0 (se*+ #is(a $er!"an*ising !an e#en !reate a bran* i*entit0. It estabis"es a
!onne!tion bet'een $er!"an*ise an* %as"ion.
T"e rig"t -in* o% Vis(a Mer!"an*ising boosts t"e saes gra)" rise ()'ar*s. T"is is a!"ie#e* b0 !reating an
en#iron$ent not on0 to attra!t a !(sto$er b(t aso to retain "is/"er interest+ !reate *esire an* %ina0 a(g$ent t"e
seing )ro!ess.
@. ARTICLE- DEVEL&. A STRATEGIC A..R&ACH T& VISUAL MERCHANDISING
AUTH&R A TIM MAL&NE
S&URCE -"tt)//Sear!".ebs!o"ost.!o$
REVIEW- T"e arti!e o%%ers ti)s on "o' to *e#eo) a strategi! a))roa!" to #is(a $er!"an*ising. T"e a(t"or
re!o$$en*s to see!t $er!"an*ise t"at re)resents 0o(r storeBs o%%erings 'it" )ro)er a$orti7e an* *e)re!iate
%i8t(res. T"e a(t"or s(ggests to !reate a !aen*ar 'it" )ro$otiona t"e$es an* %eat(re* )ro*(!ts in or*er to
!o$)ete in t"e b(siness as 'e as )ro$otiona ai*s an* *is)a0 !ases. In a**ition+ it is i$)ortant to !ari%0
ob1e!ti#es in $er!"an*ise ses %or o!ation an* !on%ig(ration.
C. ARTICLE - DEVIANT DIS.LA4S - NEW TREND IN WIND&W :ASHI&N
AUTH&R- S'ati G()ta
S&URCE - '''.:abri!3%as"ion.!o$
REVIEW- A!!or*ing to a(t"or Win*o' *is)a0 is one o% t"e $ost e8iting as)e!ts o% #is(a $er!"an*ising.
Win*o's $a0 !o$$(ni!ate st0e+ !ontent+ an* )ri!e. T"e0 !an be se*(!ti#e+ e8!iting or base* on e$otiona
sti$((s t"ro(g" sti$(ation+ or e#o!ation o% a %i#e senses. T"e best store 'in*o's !an generate great e8!ite$ent
an* are a ta-ing )oint. T"e0 !ontrib(te to t"e s"o))ing e8)erien!e b0 entertaining )e*estrians+ '"ie
si$(taneo(s0 !o$$(ni!ating t"e )ro*(!ts an* ser#i!es on o%%er.
Win*o' *is)a0s are a'a0s !entere* on t"e$es t"at !on#e0 !(rrent $oo* o% t"e season. T"e t"e$es are
genera0 base* on t"e seasons+ !oo(rs+ "oi*a0s or 1(st in%or$ing abo(t ne' )ro*(!t %eat(res. Win*o' *is)a0s
"a#e !on#entiona0 being #er0 )easant+ tra*itiona an* e8a!t in t"eir $essage *ei#er0.
De#iant 'in*o' *is)a0s $a-e a 'on*er%( !"ange in ro(tine *is)a0s+ b(t it s"o(* be !a(tione* t"at t"e0
s"o(* re)resent t"e !(rrent $oo*+ t"e i$age an* t"e $er!"an*ise )resent in t"e store. A!!or*ing to t"e a(t"or an
e%%e!ti#e *e#iant *is)a0 s"o(* "a#e !reati#it0 'it" )ro)er ig"ting an* s(itabe !oo(r see!tion+ )ro)er )a!e$ent
o% )ro)s+ (nbaan!e* *is)a0+ <(i!- !"ange in t"e *is)a0 an* "a#ing !eaniness in t"e *is)a0.
D. ARTICLE- VISUAL MERCHANDISING A A SMART M&DEL
AUTH&R- He$ant" 4
S&URCE - '''.:abri!3%as"ion.!o$
REVIEW- A!!or*ing to a(t"or a goo* #is(a $er!"an*ising an* store )anning 'i )a0 an i$)ortant )art.
Maintaining a store )resentation o% *esirabe )ro*(!ts t"at are !ean+ or*er0+ eas0 to %in*+ an* eas0 to b(0 'i
)ro#i*e a great ser#i!e to t"e )eo)e oo-ing %or so$et"ing s)e!ia. Goo* in-store signage is t"e i$)ortant %ina
ee$ent o% store )resentation an* )ro$otions. Categor0 signage t"at "e)s to g(i*e t"e !(sto$er t"ro(g" a retai
store is essentia. In a**ition+ !reating a )ro%essiona oo-ing gra)"i!s )a!-age t"at *is)a0s )ri!e an* %eat(res an*
bene%its $essages !ear0 !o$$(ni!ates t"e #a(e o% t"e store o%%er.
E. ARTICLE -LI:ELESS MANNEFUINS T& INCARNATE THE RETAIL 5USINESS
S&URCE - '''.:abri!3%as"ion.!o$
REVIEW- In t"is arti!e t"e a(t"or sa0s t"at in t"e !o$)etiti#e retai en#iron$ent+ s"o))ers nee* a strong attra!tion
to $a-e t"e$ !"oose a )arti!(ar retai store o#er t"e ot"ers. An arra0 o% $er!"an*ising $anne<(ins $a-es a
)er%e!t retai 'in*o' *is)a0 to attra!t t"e )assersb0 into t"e store. T"e #ersatiit0 o% !ot"ing o%%ere* b0 a retaier
!an be *is)a0e* b0 a**ing a0ere* !oo(rs an* !ontrast %abri!s. S)e!ia t"e$es !an be (se* to en"an!e t"e *is)a0.
Manne<(ins are t"e $ost )o'er%( %or$ o% #is(a $er!"an*ising as it !reates a 9D i$)ression to t"e s"o))ers. An
attra!ti#e 'in*o' *is)a0 o% $anne<(in 'i be a !riti!a s(!!ess %a!tor in *e!i*ing t"e saes %ig(re o% a retai
%or$at.