visual merchandising

Topics: Retailing, Retail design, Shopping mall Pages: 24 (7898 words) Published: February 3, 2014
Store Design and Visual Merchandizing

Group No. 11
Swaroop Sabnis
Manaswi Deshmukh
Yogesh Bhagchandani
Pratyasha Rana Patgiri
Drashti Shah
Rohit Tiwari

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 commonly occurs in retail spaces such as retail stores and trade shows. 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 general consumers. The store windows were often used to attractively display the store's merchandise. Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls. In the twentieth century, well-known artists such as Salvador Dalí and Andy Warhol created window displays. Methodology

The purpose of visual merchandising is to:
Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select.
Make it possible for the shopper to co-ordinate and accessorise. Recommend, highlight and demonstrate particular products at strategic locations. Educate the customer about the product in an effective & creative way. Make proper arrangements in such a way to increase the sale of unsought goods. Techniques

Visual merchandising builds upon or augments the retail design of a store. It is one of the final stages in setting out a store in a way customers find attractive and appealing. Many elements can be used by visual merchandisers in creating displays including color, lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as technologies such as digital displays and interactive installations. Tools

A planogram allows visual merchandisers to plan the arrangement of merchandise by style, type, size, price or some other category. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain. Window displays

Window displays can communicate style, content, and price.
Display windows may also be used to advertise seasonal sales or inform passers-by of other current promotions. A display window, most commonly called shop window or store window , is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop. Such windows were invented about 1780. Display windows at boutiques usually have dressed-up mannequins in them. Putting a window display of merchandise in a store's window is called "window dressing", which is also used to describe the items displayed themselves. As a figure of speech, "window dressing" means something done to make a better impression, and sometimes implies something dishonest or deceptive. Window dressers arrange displays of goods in shop windows or within a shop itself. They may work for design companies contracted to work for clients or for department stores, independent retailers, airport or hotel shops. Alone or in consultation with product manufacturers or shop managers they artistically design and arrange the displays and may put clothes on mannequins and display the prices on the products. They may hire joiners and lighting engineers to augment their displays. When new displays are required they have to dismantle the existing ones, and they may have to maintain displays during their lifetimes. Some window dressers hold formal display design...

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