Visual merchandising part 1

ANGLED WINDOW DISPLAY* By angling the windows, the display space can be elongated and visual can be seen in more angles and gives more exposure to the viewer... OPEN BACK WINDOW DISPLAY*

VISUAL MERCHANDISING-part 1

Students Handouts, by Sunil Talekar- Faculty SOFT Pune

VISUAL MERCHANDISING

* 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

VISUAL MERCHANDISING

The major role of visual merchandisers is to maintain the good store image through effective graphic designs and attractive

visual arts with the aim of increasing foot traffic to the store and to boost the income.

VISUAL MERCHANDISING

The presentation of the entire store and its merchandise in ways that will attract potential customers and motivate them to make shopping

WHY VISUAL MERCHANDISING????

Visual merchandising;

• Generate faster awareness about current trend

• Decrease mark down

• Create stop point for customer and conversion of stopper to shopper

• Improve business productivity

• Boost sales

ARCADE-STORE FRONT

• Arcade fronts are spacious

• They allow the window merchandise on both the side of main door

• These are more relaxing to the shopper and often are with concave or slanted panes of glass and beautifully decorated windows.

STRAIGHT-STORE FRONT

* This type of fronts parallels the side walk, with its monotony broken by entrances,

* The entrance may be recessed into the main floor area, but all the lines are identical.

ANGLED-STORE FRONT

• Angled front is more similar to straight front, but the monotony is relieved by angles away from the side walk contour.

• The designs of the doors or windows in an angled-front store may be asymmetrical or symmetrical.

CIRCULAR-STORE FRONT

• Circular front is more similar to straight front, but the monotony is on circular line.

• The designs of the doors or windows in an curved front store may be asymmetrical or symmetrical.

CIRCULAR-STORE FRONT

• Interactive/through glass windows

• Islands

WINDOW STRUCTURE & STORE FRONT

ANGLED WINDOW DISPLAY

* By angling the windows, the display space can be elongated and visual can be seen in more angles and gives more exposure to the viewer

PARALLEL TO SIDE WALK WINDOWS

* The window that run parallel to the sidewalk and are generally back closed to separate them from the rest of the store

PARALLEL TO SIDE WALK WINDOWS

CORNER WALK WINDOWS

* Window at the corners provides view rom each of the two converging streets

ENCLOSED WINDOW DISPLAY

* These window have glass on front display to view while walking and back as well two side are with walls

OPEN BACK WINDOW DISPLAY

* These window have glass on front display to view entire store to the customers from the outside

HALF OPEN WINDOWS DISPLAY

* Half open window use partitions or dividers of some kind to separate the display from the store proper, like rail fencing or artificial evergreens

ARCADE WINDOW DISPLAY

* Arcade window display there are set back doors or entrances thereby increasing the size

of display window, stores with limited frontage and whose merchandising philosophy requires

a large window display space get benefited from such a design.

WINDOLESS WINDOW DISPLAY

* In this type store get ample open frontage, the shopper can get the impression of the store’s merchandise and will enter the premises without being enticed by a window

LIVE OR DEMO WINDOW DISPLAY

* Live or demo windows have caused by many shoppers to stop and notice when they suddenly waved or wrinkled at an unsuspecting passerby

LIVE OR DEMO WINDOW

DISPLAY

CIRCULAR WINDOW DISPLAY

* In order to individualize their images, some companies develop window structure that are quite different from the traditional ones which do not provide space for retiling

SHADOW BOX WINDOW DISPLAY

* Stores that features small items such as jewelry require window structure that enable close inspection of the merchandise

SHADOW BOX WINDOW DISPLAY

INTERACTIVE OR THROUGH GALSS WINDOW DISPLAY

* They can literally communicate with shoppers day and night

* Viewers can virtually design their own window displays by calling up brands ad images that interested them from a programmed menu.

ISLAND WINDOW DISPLAY

• It’s a display that can be viewed from all the sides

• Deep angled windows and wide frontage results in an excessive amount of space at the store’s

entrance.

• Some stores wishing to better use the lobby area and gain additional display space build

islands in the center of angled window

CORNER WALK WINDOW

*

LIFESTYLE WINDOW DISPLAY

LIGHT AND WINDOW DISPLAY

* Show merchandise in true and vibrant colours

LIGHT AND WINDOW DISPLAY

* Focus on merchandise which is USP

of the brand

WINDOW DISPLAY PLANNING RULES

• Help the eye in finding the focal point in the display easily

WINDOW DISPLAY PLANNING RULES

WINDOW DISPLAY PLANNING RULES

window.

WINDOW ??????

• To attract customers to the store, and ultimately

convince them to buy the merchandise

• Sell merchandise by show

• Encourage, promote and enhance the sore’s

visual image

• To enhance customer’s shopping experience

• Introduce and explain new arrival

WINDOW DISPLAY FUNCTIONS

• It presents the selection of

the merchandise in a manner that will maximize both space and visibility to customers

WINDOW DISPLAY FUNCTIONS

• To allow store sales associates to interact with

customers more effectively

WINDOW DISPLAY FUNCTIONS

• To enhance the visual

appeal of a product to encourage customer’s interest and subsequent purchase

HOW TO ENHANCE THE DISPLAY

• Create a strong entrance

• Allow front-to-back sightlines

• Take advantages of the highest profile location and place the best selling

merchandise in this area

• Direct and redirect common customer traffic patters, which will encourage them

to zigzag through the store

• Wrap it all up at the cash-wrap stand, to enable the customer to reach that point

after seeing the merchandise

WINDOW TYPES

• Approaches to merchandise presentation way according to the type of display from special, feature,

areas to regular freestanding assortments and wall units

• Special display areas include end of aisle end caps, windows and point of sales

and demo areas

• A display is at its best when it simply show a colour, and item , a collection, or

just and ides

WINDOW TYPES

Types of displays;

• Line at goods display

• Related merchandise display

• Variety or assortment display

• Promotional display

• Institutional display

• Holiday display

ONE ITEM WINDOW DISPLAY

* A one item display is just the showing and advancement of a single garment or any single item It features only one piece of merchandise-designer gown, automobile, piece of jewelry etc.

ONE ITEM WINDOW DISPLAY

LINE A GOOD WINDOW DISPLAY

• It is a kind of display in which only one type of merchandise is shown (all blouses, skirts, jackets) although

they may be in a variety of designs and colours.

• They could be designed by same designer, or created with same fabric or print, or they could all feature a

common theme

LINE A GOOD WINDOW DISPLAY

LIFESTYLES WINDOW DISPLAY

• In any store if delivered message is ‘ I am complete outfit, buy me’ it often choose to feature the outfit or ensemble in a setting by itself.

• The intention is to entice the customer to buy a total package rather than one or two items

VARIETY OR ASSORTMENT WINDOW

DISPLAY

• Potpourris of anything or everything

• It is a collection of unrelated items

that happen to be sold in the same store

• It can be shoes, silk stockings,

shirts, night gowns etc

PROMOTIONAL WINDOW DISPLAY

• Displays which advances concepts, trend, and an item

• It has very low margin of profit and thus needs a lager sales volume to exists

• These display stores generally advertise prices

INSTITUTIONAL WINDOW DISPLAY

• This display promotes an idea and not an item It promotes institutional services.

• This display presents the store as member of the community which helps further in building the image of the

store.

• In this kind of display only incidental mention is made of merchandise, service, special features, or facilities of the

store are featured.

• These displays create customer loyalty and good will.

SEASONAL WINDOW DISPLAY

• Each season brings with it particular merchandise to feature, and nature suggests general settings in which to show it.

• The cold winter, the budding and blooming of flowers in the spring, the warmth of summer,

and the chill of fall each provide a unique opportunity to encourage customers.

* Christmas or Diwali is the major holiday of the year for the majority of the retailing industry in the world, other holidays play a major role in the achievement of the year’s total volume.

HOLIDAY WINDOW DISPLAY

HOLIDAY WINDOW DISPLAY

CREATIVE WINDOW DISPLAY

* While four seasons and major holidays provides a framework for planning merchandise presentation, much of the work visual merchandiser produce does not fall under these categories.

• In the presentation of any display, these are some basic approaches that any visual merchandiser will

make to set the scene for the merchandise or the concept to be sold Those are summed up as under;

REALISTIC

WINDOW

SETTING

• A realistic setting is essentially the depiction of a room, area, or otherwise recognizable locale, reinterpreted in the

allotted display area, either in the window or inside the store.

• A realistic setting requires the careful blending of colour, textures, shapes and the proper

lighting to keep the background at a proper distance.

ENVIRONMENTAL WINDOW SETTING

• This is a merchandise presentation that shows an assortment of various related items in a setting depicting how and

where they may eventually be used.

ENVIRONMENTAL WINDOW SETTING

• In this for of setting the background is actually the foreground because the details that make

up the realistic set are actually the merchandise being promoted in the display

SEMI REALISTIC/VIGNETTE SETTING

* When space and budget do not allow the time or effort for a fully realistic presentation, the display person may opt for the very popular, semi realistic or ‘vignette’ setting

SEMI REALISTIC/VIGNETTE SETTING

* The visual merchandiser presents the essence, and leaves the rest to the active imagination of the shopper

SEMI REALISTIC/VIGNETTE SETTING

* This is a more effective but simpler approach to merchandise settings

FANTASY SETTING

* A fantasy setting can

be as detailed or a suggestive as the display person, budget and time permit

FANTASY SETTING

* It is creative, required thoughts, energy and lots of planning, but it can be very rewarding

FANTASY SETTING

* It can be surrealistic or just completely off-the wall

ABSTRACT WINDOW SETTING

* An abstract setting might seem as if it would be the easiest to do, but it is often the most difficult

ABSTRACT WINDOW SETTING

* The least amount of display often makes the biggest statement In an abstract setting, the merchandise is the dominant feature and the setting supports and

reinforces the message

ABSTRACT WINDOW SETTING

* The abstract setting is predominantly an arrangement of lines and shapes, panels, cubes, cylinders, triangles, curves arcs and circles.

ABSTRACT WINDOW SETTING

* The design does not really represents or look like anything in particular, but it

does evoke certain responses from the viewer.

MERCHANDISE PRESENTATION

DUMPING

MERCHANDISE PRESENTATION

PART 1 FINISHED

THANK YOU