Basics Of Visual Merchandising

VISUAL MERCHANDISING

VISUAL MERCHANDISING

•The art of presentation , which puts the merchandise in focus

•It educates the customers, creates desire and finally augments the selling process.

•Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.

WHY TO DISPLAY

•To sell by showing and promoting

•To introduce and explain new products.

•To encourage the shopper to enter the store.

•To get the customer to pause and shop the selling.

•We show in order to sell .Display or visual merchandising is showing merchandising and concepts at their very best. With the end purpose of making a sale.

•We may not actually sell the object displayed or the idea promoted, but we do attempt to convince the viewer of the value of the object, the store promoting the object, or the organization behind the object.

VM HELPS IN

•Educating the customers about the product/service in an effective and creative way.

•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.

RULES

•The display person always puts the best face forward , the display person looks to the street to bring the shopper in and at the same time keeps the eye inside the store to be sure that the interior presentation is in keeping with what has been promised on the outside.

•Display should be in three dimensional representation of the merchandise.

•Display is to educate the shopper about the price and also other special features.

•The purpose of VM is to promote the store image to let people know what the store is ,where it stands on fashion trends, what one can expect inside the store ,the price range.

Elements Of Effective Visual Merchandising

•Balance: Asymmetrical rather than symmetrical balance with the display.

•Size of Objects: Place the largest object into display first.

•Colour: Helps set mood and feelings.

•Focal Point: Where product and props/signage and background come together.

•Lighting: Should accent focal point, if possible.

•Simplicity: Less is more so know when to stop and don't add too many items.

•Once the display is finished, add appropriate signage. Take photos of the display and keep record of the product sales during the display's existence. Save your information in a file folder for easy reference. By documenting its success, you can re-create the display next year or if it flops, you can make sure you don't repeat the same mistakes.

Visual Merchandising In India

•Unlike the western countries, where VM receives highest priority in commercial planning of a product, the Indian industry’s understanding and practice of the concept of VM is inadequate.

•The textile industry will have to compete purely on the competitive edge of the products and VM will be a helpful tool in projecting the uniqueness of the products .

•Customers of today are driven by desire and latest trends. Stores have become a lot more glamorous. In the current day and age, VM has become increasingly significant with more and more international design trends entering the Indian market.

•Clusters of product are a definite no-no. On the display window, it is essential only to showcase a few and the rest to be displayed on the counter.

• VM in India is going to be the link between brand communication and the product.

•Presently the understanding of visual merchandising is very low in India. Retailers do not understand how much visual merchandising can actually help them. For many retailers, visual merchandising is just dressing a window, or just an unnecessary expenditure.