Fashion Industry &

Visual Merchandising
Raiful Firoz Akib
Section QOE10 Reg. no.
11813983
Roll no. RQOE10A63 Dept.
BBA
 Fashion Industry
• The notion of fashion as solely fulfilling a need is past, as the modern
apparel industry finds its purpose in the conception, production,
promotion, and marketing of style on the basis of desire.
• Fashion industry creates new ways of commercial, cultural values as it
earns profit from the creative skills, workforce and intellectual property
while executing ideas in a commercially profitable way.
What is Visual Merchandising?

Visual Merchandising is the

practice in the retail industry of
optimizing the presentation of
products and services to better
highlight their features and
benefits. The purpose of such
visual merchandising is to attract,
engage, and motivate the customer
towards making a purchase..
Principles of visual merchandising

• Make the merchandise visible.

• Make the merchandise tangible
and accessible.
• Give the shoppers good choice.
Elements of visual
merchandising
•Storefront
•Store layout
•Store interior
•Interior displays
•Advertising
Store front
The exterior of a business.
•Banners
•Sign or logo
•Marquee
•Awnings
•Windows
•Exterior design
•Ambiance
•Landscaping
Projects brand identity and
distinguishes from competition.
Store layout
The ways in which a store uses floor space to
promote sales and serve customers.
Four distinct spaces:
•Selling space
•Storage space
•Personnel space
•Customer space
Store interior
Is includes some major things which can not be ignored.
•Lighting
•Color
•Innovative props
•Interior signage
Lighting
•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.

Color
•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.
Innovative props
Objects added that support the theme of the
display.
Functional Props: mannequins, stands, panels,
screens, etc
Decorative Props: mirrors, flowers, seashells,
surfboards, etc
Structural Props: boxes, rods, stands, stairways,
etc

Interior signage
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.
Interior displays
If done well, interior displays allow
customers to make a selection without
the assistance of a sales clerk.
Five types of interior displays:
•Closed window displays
•Open back window displays
•Architectural displays
•Point-of-purchase displays
•Store decoration
Closed window displays
Allow customers to see, but not handle
merchandise. 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 window
displays
Displays that allow customers to handle and
examine the merchandise without salesperson.
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.
Architectural
displays
Consist of a model room. Allows
customers to see how merchandise might
look in their homes

Point-of-purchase
displays
Designed to promote impulse purchases
Effective at supporting new products

Store decoration
Displays that often coincide with seasons
or holidays.
Banners, signs, and props are used to
create the appropriate atmosphere
Conclusion
• Visual merchandising is first and foremost
strategic activity.
• Put your best-selling merchandise in your
best- selling space.
• If you only do one thing with your store,
make it professional.
• The storefront, tell the right story about what
kind of merchandise is available.
• Invest proper signage to take your store to the
next level.