Visual merchandising

Visual Merchandising
Defined:
The physical presentation of products

Visual Merchandising is the art of displaying merchandise in a manner that

is appealing to the eyes of the customer.

Passion for design and creativity are essential to be a good visual

merchandiser. Awareness of happenings in the fashion world is needed in
order to keep up-to-date with the dynamics of the market constantly.

Creating an attractive product display can draw the customer in, promote a
slow-moving item, announce a sale, or welcome a season. If your store front
is fortunate enough to feature one or more windows, then you have one of
the most proven (and least expensive) forms of advertising at your disposal.

Its not just about window displays

Store design, planning, store and department identification, traffic control, store
layout, space/ sales analysis, fixturing, window displays, interior concept/ design, and
display research, signs, POS, sales promotions etc.
Visual presentation has
an advantage over
broadcast and print
advertisements over
60% of all women get
their clothing ideas from
store displays.
Martin Pegler (Author of Visual Merchandising and display. 2006)
 Who uses VM
Retailers:
Make merchandising
desirable
Make merchandise easy to
locate in the store
Introduce and explain new
products
Promotes store image
Entice customers into the
store
Show merchandise
assortment
 the eyes of the store
Window:
The window is also know as the eyes to the interior of the store
Reinforce brand image
Introduce brand/ product line to new or existing customers
Strengthen traffic and sales

Types of windows:

Closed back
Advantage:
Less background distractions
Disadvantage:
Could appear as a barrier, Intimidating
Open back;
Advantage:
Customer can see into the store
Disadvantage:
Distraction from store merchandise
Cant use screens, curtains, banners, plants etc
 VM design elements
Colour
Can immediately create a mood
Lighting: Should accent focal point, if possible

Customers entering a store are greatly influenced by the visual information they gather in
the first split second. One simple visual element, such as colour, can catch a shopper's
attention and also greatly affect their mood. In today's ultra competitive market place it is of
paramount importance that retailers understand the basics of visual merchandising.

A right choice of colours in the display can turn walkers into stoppers and significantly
convert them into customers. It is therefore mandatory to choose the right colour for the right
theme of display.

Texture
Surface treatment or feel
Smooth surfaces appear lighter
Textured surfaces appear darker
Can be suggestive:
Feminine versus masculine
 Line
Vertical:
Strength, height, pride, dignity
Horizontal: Easy going, restful
Curved: Grace, charm, feminine
Diagonal: Action, force, strong

Balance
Symmetrical: Formal
Asymmetrical: Informal/ often more
interesting

Dominance:
By colour, size or position
Attracts the eye first
Usually the merchandise

Contrast:
Show a sharp difference between
objects
Can use colour or texture
 Proportion:
Relationship of size, scale, or weight
Baby shoes next to a huge teddy
bear???
Attracts attention
Promote and idea or look
Fragile versus weak

Rhythm:
Movement from element to element
From dominant object to subordinate
object
Use of line, colour, lighting
Circular
Triangle

Repetition
Colour, line, shape
Creates importance and dominance
Window examples
Case study....
Adidas
 Adidas
Clarity of thought : The window display focuses
on the women wear and accessories specially for
the sports.

Creativity : The tagline being used is quite

motivating for women of this era and would
assure her that anything is possible. The straight
mannequins also suggest forcefulness and
rigidness of the womens attitude. The colour
used in the background is blue signifying the cool
and sporty look.
 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.
Marks & Spencer
 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.
 Marks & Spencer
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.
 Research
Look beyond and read
between the lines
What are artists doing?
Art instillations
Could this be a source of
inspiration.
Competitors
Trends Fashion/ Lifestyle
Fendi Oasis

Burberry Zara
 WGSN...
Top 10 VM trends: A/W 10:

Luxury - it won't go away

The new thrift sits with green and eco-retailing

A return to local values

People looking for meaning in what they buy

Visual merchandising - doing more with less

Visual merchandising - a return to handcrafting

Greater emotional connections with shoppers at all

levels

Don't be global - think local, act local

 WGSN VM trends:
New Nostalgia: Glamorous looks are restrained by wartime austerity as humble
and luxury walk hand in hand.

Highlander: The modern manor breathes new life into dusty

heritage looks

Country Grunge: Traditional country styling is distressed

and destroyed with gothic and grunge overtones.

Earthbound: Natural evolution sees weather-worn, decayed and scarred surfaces

inspire chunky knits and geological print directions

80s Power: Sharply structured dressing makes a powerful statement in the

face of economic downturn

80s Cocktail: Indulgence directs this party wear trend, flying

in the face of economic misery. Shimmering fabrics and dramatic 80s
styling creates a look designed for hard partying.

Biker Body-con: Building on the season's overriding

mood of power and anarchy, the Biker Body-con look draws on punk and
rock influences

Warrior Goddess: The warrior influences span time and space, referencing
gladiators, medieval knights and galactic invaders.