Visual Merchandising

12/11/15

Major Siva

SSMPC

VISUAL MEANING
Relating to the sense of
sight.
MERCHANDISING
MEANING
Merchandising is a
marketing
practice in which the
brand or
image from one
product or
service is used to sell
another

12/11/15

Major Siva

SSMPC

WHAT IS VISUAL MERCHANDISING ?

1) Coordination of physical elements in place of business, so

that its project the right image to its customers
2) Change a passive looker into active buyers
3) Responsible for total merchandise
4) Overall business image
5) Placements of design elements
6) Visual Merchandising is the activity of promoting the sale
of goods, especially by their presentation in retail outlets.
- (Oxford Dictionary)
7) Visual Merchandising is the art of displaying merchandise
in a manner that is appealing to the eyes of the customer.
12/11/15

Major Siva

SSMPC

Contd..
It is the activity and profession of
developing the floor plans and three
dimensional displays in order to
maximize their sales
The display of products which makes
them appealing and attractive
It utilizes displays, colors, lighting
,smells and sounds
12/11/15

Major Siva

SSMPC

PURPOSE OF
VISUAL MERCHANDISING

The purpose is to attract ,engage,

motivate the customers towards
making a purchase
Both goods and services can be
displayed to highlight their features
and benefits

12/11/15

Major Siva

SSMPC

PRINCIPLES OF
VISUAL MERCHANDISING

Make it easier for the customer to

locate the desired category and
merchandise
Make it easier to self select
Make it possible to coordinate and
accessorize
Educate about the product in an
effective and creative way
Make proper arrangements in such a
way to increase the sale of unsought
12/11/15

Major Siva

SSMPC

IMPORTANCE OF
VISUAL MERCHANDISING

Purposes are to sell products and

promote store image
Should always try to be different, new,
and creative
Change a passive looker into an
active buyer
Enhances brand image
Generates impulse sales
Overall business image
12/11/15

Major Siva

SSMPC

VISUAL MERCHANDISING
SUCCESS FACTORS

12/11/15

Major Siva

SSMPC

ERRORS TO AVOID IN
VISUAL MERCHANDISING
Too much signage
Confusing traffic patterns
Too much propping
Disconnection between exterior
window and store contents
Poor lighting
No point of view
Inconsistency in visual executions
12/11/15

Major Siva

SSMPC

10

ELEMENTS IN
VISUAL MERCHANDISING

ELEMENT
S
STORE
FRONT

STORE MERCHAND
INTERIO
ISE
R
DISPLAY

STORE
LAYOUT
12/11/15

Major Siva

SSMPC

STOR
E
SPAC
E

12

1. STORE FRONT
The exterior of a business.
It includes:
1.Signs
2.Marquee
3.Entrances
4.Window Display
12/11/15

Major Siva

SSMPC

13

1. SIGNS
There are four different types of signs are:

1.Promotional Signs

2.Location signs

3.Institutional signs

4.Informational signs
2.MARQUEE
The sign that is used to display the store name
3.ENTRANCES
Designed with customer convenience and store
security in mind.
There are several types of entrances each portraying
a certain image
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Major Siva

SSMPC

14

3.1 .TYPES OF
ENTRANCES
Revolving up scale
stores
Push-Pull full
service stores often
with fancy handles
Electronic Selfserve stores, with
carts such as WalMart, Meijer, Kroger.
Climate Controlled
shopping malls.
12/11/15

Major Siva

SSMPC

15

METHODS OF DISPLAY
Shelving, Hanging,folding,Pegging &
Dumping
The ways goods are
hung, placed on
shelves, or otherwise
made available to
customers
Shoulder-out
Only one side shows
Face-forward
Hanging garment so
full front faces viewer

HANGIN
G

SHELVING

PEGGIN
G
FOLDING

12/11/15

Major Siva

SSMPC

DUMPI

17

DISPLAYED MERCHANDISE
Should be current
Represent styles and
lines
Should be well stocked
In demand
New (inform customers
of what is available)
Encourage additional
purchases
Promote current theme
Look good on display
12/11/15

Major Siva

SSMPC

18

MERCHANDISE DISPLAYS
They are part of the general
store interior
Displays generate 1 out of 4
sales
They enable the customer
to make a selection without
personal assistance

12/11/15

Major Siva

SSMPC

19

KINDS OF DISPLAYS
1. Closed Displays
Look but dont touch
Require sales person assistance
Expensive or fragile merchandise
Jewelers cases

3.Architectural
Display
Actual room setting
Furniture

4.Point-ofPurchase

2.Open Displays

Handle merchandise without a

salesperson
Self-service
Used for most clothing

Promote impulse buying

Items at the register
Batteries
Candy
Magazines

5.Store
Decorations

12/11/15

Major Siva

SSMPC

20

Displays
Displays: individual and notable physical
presentation of merchandise.
Displays are intended to:

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Stimulate product interest

Provide information
Suggest merchandise coordination
Generate traffic flow
Remind customers of planned purchases
Create additional sales of impulse items
Enhance the stores visual image
Major Siva

SSMPC

21

Interior Displays
Locations for interior displays:
Just in the entrance
Entrance to department
Near cash/wrap
Next to related items
Across from elevators and escalators
Ends of aisles

12/11/15

Major Siva

SSMPC

22

Merchandise Displays
More interesting if in odd numbers
Groups:
One-category, or line-of-goods
Related groupings: go together or reinforce
each other
Theme groupings: event, holiday, etc.
Variety or assortment groupings: collection
of unrelated items all sold at the same store.

12/11/15

Major Siva

SSMPC

23

Lighting
Lighting Used to direct customers
attention to the display
Use more light for dark colors, less light
for light colors
Beamspread; the diameter of the circle
of light
Beamspread techniques:
Floodlighting: recessed ceiling lights to direct
light over an entire wide display area
Spotlighting: focuses attention on specific
areas or targeted items of merchandise
Pinpointing: focuses a narrow beam of light on
a specific item

12/11/15

Major Siva

SSMPC

24

Props (Properties)
Objects added that support the theme of the
display.
Functional Props: used to physically support the
merchandise. (mannequins, stands, panels,
screens, etc)
Decorative Props: used to establish a mood or an
attractive setting for the merchandise being
featured (ex: mirrors, flowers, seashells,
surfboards, etc)
Structural Props: used to support functional and
decorative props and change the physical
makeup of displays. (boxes, rods, stands,
stairways, etc)
12/11/15

Major Siva

SSMPC

25

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.

12/11/15

Major Siva

SSMPC

26

Types of Window Displays

Semi-closed windows: have a partial
background that shuts out some of the
store interior from those viewing the
window
Open Windows: have no background
panel and the entire store is visible to
people walking by
Island windows: four-sided display
windows that stand alone, often in lobbies.

12/11/15

Major Siva

SSMPC

27

Window Displays

Seen from outside of the store.

First contact with the customer.
Can have a series of windows.
Advantages of Window Displays:
Establish and maintain an image
Arouse curiosity
Disadvantages of Window Displays:
Expensive to design and maintain
Requires space
Merchandise can get ruined
(sun ,etc) Major Siva SSMPC
12/11/15

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Types of Window Displays

Enclosed windows: have a full
background and sides that
completely separate the interior of
the store from the display window.
Ramped windows: floor is higher in
back than in front
Elevated windows: from 1 to 3 feet
higher than sidewalk
Shadowbox windows: small, boxlike
display windows
12/11/15

Major Siva

SSMPC

29

4. WINDOW DISPLAYS
The stores FIRST IMPRESSION with the customer.
Begin the selling process even before the
customer enters the store.
Suggests the type of merchandise carried in the
store
TYPES OF WINDOW DISPLAYS
1. Promotional promote the sale of one or more
items by using special lighting and /or props.
Skiwear with fake snow for accents
2.

Institutional promote store image rather

than specific items.
Designed to build
customer good will, show that the business is
interested in the community

12/11/15

Major Siva

SSMPC

30

TYPES OF MANNEQUINS

Realistic
Semi realistic
Abstract
Semi-abstract
Headless

12/11/15

Major Siva

SSMPC

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1. REALISTIC
MANNEQUIN
Resembles the
everyday person
rather than a
movie star.

12/11/15

Major Siva

SSMPC

32

2. SEMI
REALISTIC
Is like realistic
mannequin,
But its makeup is
more
Decorative and
stylized.

12/11/15

Major Siva

SSMPC

33

The abstract mannequins feature a more vague design and not designed to be
realistic presentation of human details, which flaunt futuristic charm and
classy appearance.
There are display mannequins with realistic, detailed bodies and egg-headed
faceless tops, mannequins that only vaguely resemble humans (having two
upper limbs, two lower limbs and maybe a knob or swirl for a head) and
manikins that do no look like any person.
Is concerned with creating an overall effect rather than reproducing natural
lines and proportions.Features such as elbows, fingernails are rarely indicated.

12/11/15

Major Siva

SSMPC

34

4. SEMI ABSTRACT
Is more stylized than the
semi-realistic mannequin and its feature may be
painted or suggested rather than defined.

12/11/15

Major Siva

SSMPC

35

Chrome

Mannequin

Chrome mmannequins flaunts futuristic charm with

metallic finish. Smart metallic finish connotes a sense of
motion. So please do not hesitate to choose this type of
mannequins if want to attracts customers attention.

12/11/15

Major Siva

SSMPC

36

5. HEADLESS:
Has a full-size or Semi-realistic body
with Arms and legs but no Head.
It offers no personality or image.
Featured here are series of headless
mannequins including female and
male mannequins. Commonly, fullbody mannequins can be made in
headless styles, and their positions and
designs can be almost the same.
Formal and casual clothes can be
elegantly showcase on these headless
mannequins. They boasts urban
elegance with their finely crafted
silhouette.

12/11/15

Major Siva

SSMPC

37

ALTERNATIVES TO MANNEQUINS
i. Three quarter forms
ii. Articulated artists figures
iii. Dress forms and suit forms
iv. Drapers
v. Hangers
vi. Lay down techniques
vii. Pin up techniques
viii. Flying techniques
12/11/15

Major Siva

SSMPC

38

QUARTER
FORMS:
Representation
of a part of the
Human
anatomy, such
as the Torso,
the bust or the
area
from
Shoulder
to
waist or from
hips to ankles.
12/11/15

Major Siva

SSMPC

39

II.ARTICULATED ARTISTS FIGURES

based on small wooden miniatures used by
artists and designers to get correct
proportions and poses for figure drawing
when live model is not available

12/11/15

Major Siva

SSMPC

40

III.DRESS FORMS AND SUIT FORMS

12/11/15

Major Siva

SSMPC

41

IV.INFLATABLES
Are life-sized
balloons
That stimulate
parts of The
human anatomy.
Most resembles
the
Lower half of the
body And is used
to show jeans and
pants.

12/11/15

Major Siva

SSMPC

42

V.DRAPER
Was a simple, uncomplicated and often
underused alternative to mannequin

12/11/15

Major Siva

SSMPC

43

Simple hanger
can be an
alternative to the
mannequin.
Hangers can
either be hung by
invisible wire from
a ceiling grid or it
can be hung from
a look that
extends from a
wall or panel.
12/11/15

Major Siva

SSMPC

44

VII.PINUP TECHNIQUES
Makes use of a panel, wall Or some
vertical surface onto which a Garment can
be pinned, shaped and Dimensionalised.

12/11/15

Major Siva

SSMPC

45

VIII.LAY-DOWN TECHNIQUE
Involves the folding, pleating and
placement of garment next to garment or
accessories next to featured garment.

12/11/15

Major Siva

SSMPC

46

IX.FLYING TECHNIQUES
merchandise is pulled, Stretched or pulled
the garment into abstract Shapes that
present an
angular and crisp presentation.

12/11/15

Major Siva

SSMPC

47

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Major Siva

SSMPC

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Fashion apparel wall presentation.

In the correct example, formal
balance is achieved by creating a
mirror image of garment on both
sides of a center line. This does
not occur in the incorrect
example
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Major Siva

SSMPC

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Major Siva

SSMPC

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INCORRECT

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Major Siva

SSMPC

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In this, Informal balance is

achieved because an equal
amount of space is filled on either
side of a centre line.
This does not occur in the
incorrect example.

12/11/15

Major Siva

SSMPC

52

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Major Siva

SSMPC

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STORE FIXTURES
To make stores wall merchandisable,
wall usually covered with a skin that is
fitted with vertical columns of notches.

12/11/15

Major Siva

SSMPC

54

TYPES OF FIXTURES
Most common types of
fixtures:
1. Stands
2. Platforms and Elevations
3. Round rack
4. Bin
5. T-Stand
6. Four way faceout

12/11/15

Major Siva

SSMPC

55

STANDS
Used in a
variety or
assortment
window- from
glass line to
the back of
the display
window
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Major Siva

SSMPC

56

PLATFORMS & ELEVATIONS

Platforms or Elevations can be tables and other pieces of
furniture that can be used to raise up a mannequin, a form or
arrangement of merchandise

12/11/15

Major Siva

SSMPC

57

ROUND RACKS
Circular racks on which garments are
hung around the entire circumference

12/11/15

Major Siva

SSMPC

58

BIN
A rimmed table or bin used to hold sale
or special merchandise on the sales
floor, especially in discount operations; it
has no formal arrangement

12/11/15

Major Siva

SSMPC

59

T-STAND
Freestanding, two-way stand in the
shape of a T, that holds clothes on
hangers, sometimes with one straight
Arm and one waterfall

12/11/15

Major Siva

SSMPC

60

FOUR -WAY STAND

A fixture with four extended arms,
that permits accessibility to hanging
merchandise all the way around

12/11/15

Major Siva

SSMPC

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