Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products. Passion for design and creativity are essential to be a good visual merchandiser. A perfect design process and the ability to create ideas that are different are required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly.
Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.
Window displays
Signs
Interior displays
Make merchandise the focal point:
The main goal of display is to showcase the products within the overall display area. Customers give three to five seconds of their attention to window display. The retailers visual message should be conveyed to the customer in that short period of time product and should not suppress them to make it discernable to the eye.
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 accessories.
- 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
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Hermes, Paris
Galleries Lafayette, Paris
Ralph Lauren, Madison Staring Rootstein Mannequins, 2010
Harvey Nichols, Knightsbridge, London, 2011
Harrod's Holiday Windows, 2010
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