Visual
merchandising
A good visual
merchandiser has an eye
on details.
Visual merchandising is the
silent salesperson.
Visual Merchandising is everything
the customer sees, both exterior and
interior, that creates a positive
image of a business and results in
attention, interest, desire and action
on the part of the customer.
VISUAL MERCHANDISING
SUCCESS FACTORS
ELEMENT OF DISPLAY
Color:-
– The different color suggest an identify different the theme
and mood.
– Color is one of the most powerful tools in the Visual
Merchandising segment.
– It attracts attention and pulls more customers into the
store.
– Example:
• A Halloween display would require black color in the
display theme.
• Valentines theme should be ruled by red color
supplemented with pink and white.
• A display of baby’s accessories should reflect
light shades of pink and blue colors.
• A Christmas display should contain
colors of rer, green, gold and
silver.
ELEMENT OF DISPLAY
Lighting:-
• Natural day light and light used at night
reflect the merchandise appearance.
• The same product looks different in
different light .
• Lighting is the most important part of
display as it highlights features.
• If the display require emphasis on
certain product it can be done through
light.
Elements
Merchandise:- of display
Product itself
Functional Block:- Mannequins, Dress forms, Hangers, All-pins.
Decorative props:- These are used to display the background or
a theme for enhancing the merchandise put on display.
Structural props:- these props support functional props and
decorative props. They are architectural and are used as per the
shape of window
Background:- The back side of the wall in window display
provide as the frame work on which the product are
demonstrate.
Fixtures:- Shelves, tables, rods, counters, stands, easels,
forms, and platforms on which merchandise is stocked and
displayed for sale.
SHAPE
• When area enclosed by lines
• Is 2D(dimensional) object
Geometric: made by humans e.g. triangle)
Organic: it is natural and asymmetrical
TEXTURE
Surface object feel
• Implied: only see
you can not feel
e.g. picture, photo
and drawing
• Actual(tectile): you can feel and
touch
FORM
It is 3D( length, width
and depth)
triangle-cone
Circle-sphere
Form take space in implied
or actual
Light and shadow(dark)
effect use create
illusion Made by color,
textile…
ELEMENTS IN
VISUAL
MERCHANDISING
ELEMENT
S
Store
STORE STORE MERCHANDI
front INTERIO SE
FRON R DISPLAY
T
STORE STORE
LAYO SPACE
UT
1. STORE
FRONT
The exterior
includes:
of a business. It
1. Signs
2. Marquee
3. Entrances
4. Window Display
•SIGNS
There are four different types of signs are:
1.Promotional Signs 2.Location signs
3.Institutional signs 4.Informational
signs
PROMOTIONAL
SIGNS
For off-price events or specials.
LOCATION SIGNS
For direction to specific departments
INSTITUTIONAL
SIGNS
Signs for the store policies
INFORMATIONAL
SIGNS
For product related
benefits/ features/ prices
etc.
MARQUEE
The sign that is used to display the store name
ENTRANCE
DesignedS
with customer
convenience and store security
in mind.
There are several types of
entrances each portraying a
certain image
METHODS OF
DISPLAY
Shelving
Hanging
Folding
Pegging
SHELVIN HANGIN
G G
PEGGIN
G
FOLDIN DUMPIN
G G
TYPES OF
1 Window
display
DISPLAY
2 Interior
display
3 Isolated
display
4 Open display
5Theme display
6-Window
1- Life style Window display has traditionally been a major of promotion for many store-
display
Display: based retailers. The main feature of window display are visual appeal rele-
vance and interest value. The visual appeal of a display directly affects the
ability of the display again.
2- Interior Display inside the store should relate to the display seen in the window.
Display: Good display effects should continue inside the store to move customer
traffic through the store.
3- Isolated Isolated display are less frequently used now than in the past, because
Display: they require too much time and expensive props such as mannequins.
4- Open The open display gives the shopper free easy access to the products. The
Display: display seeks to gain shopper attention and involvement by allowing products
to be easy touched or sample.
5- Theme A theme display is aimed at a connection between an event, activity, season
Display: or other feature and shopper.
6- Life Style Display: Lifestyle display seek to present products that fit the way the shopper
lives, plummer (1974), describe the shoppers activities, interests or
opinions.
PR
OPS
A prop is something used with a product in a display that clarifies the function of the
merchandise being sold or the story being told.
TYPES OF PROPS
1- Functional Props: Practical items for holding merchandise such as mannequins, tables
&shirt forms.
2- Decorative Props: Only purpose is to enhance merchandise. Items such as trees, tables &
cars.
3- Structural Prop: Used to support functional and decorative props and change the
physical makeup of display. (boxes, rods, stands & stairways, etc)
FIXTU
RES
To make stores’s wall merchandisable, wall usually covered with a skin that is fitted with
vertical columns and notches.
TYPES OF FIXTURES
1- Stand: Used in a variety or assortment window - form glass line to the back of the display
window.
2- Platforms and 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.
3- Round Racks: Circular racks on which garments are hung around the entire
circumference.
4- Bin: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially
in discount operation; it has no formal arrangement.
5- 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.
6- Four -Way Stand: A fixture with four extended arms, that permits accessibility to
hanging merchandise all the way around.
Store interior
Lightening
• Lighting is essential
in calling attention to
merchandise
in a display
• A shopper’s eye is
drawn automatically to
the brightest item or
area
BEAM SPREAD TECHNIQUES
Flood lightning
Spot lightning
Pinpointing
FLOOD
LIGHTING
Ceiling lights to direct lights over
an entire wide display area.
SPOT LIGHTING
focuses attention on specific areas or
targeted items of merchandise
PINPOINTING
focuses a narrow beam of light on
a specific item
2. STORE
LA YOUT
The way the floor space is
used to facilitate and
promote sales and best
serve the customer
TYPES OF FLOOR
SP ACE Space
1. Selling
2. Merchandising
Space
3. Personnel Space
4. Customer Space
SELLING SPACE
Includes:
Interior displays
Sales demonstration areas
Sales transaction areas
(wrap desk)
MERCHANDISE SPACE
Allocated to items that are kept in
inventory
Selling floor
Stock room area
PERSONNEL SPACE
Space for employees:
break rooms
lockers
restrooms
CUSTOMER SPACE
Comfort and convenience of customers:
Restaurants
Dressing rooms
Lounges
Restrooms
Recreation area for children
Stores are competing more & more in these
areas
Allocating more dollars and space for customer
convenience than ever before
FLOOR
LAYOUT
STRAIGHT FLOOR LAYOUT
( GRID DESIGN)
Best used in retail environments in which majority of
customers shop the entire store
Can be confusing and frustrating as it is difficult to
see over the fixtures to other merchandise
Forcing customers to back of large store may
frustrate and cause them to look elsewhere
Most familiar examples for supermarkets and
drugstores
DIAGONAL FLOOR
LAYOUT
Good store layout for self-service type
retail stores
Offers excellent visibility for cashier
and customers
Movement and traffic flow in
the store is smooth
ANGULAR FLOOR LAYOUT
( CURVING/LOOP –
RACETRACK DESIGN)
Best used for high-end
stores
Curves and angles of fixtures and walls
makes for more expensive store
design
GEOMETRIC FLOOR
LAYOUT (SPINE
DESIGN)
Is a suitable store design for clothing
and apparel shops.
Uses racks and fixtures to create
interesting and out- of- the – ordinary
type of store design without a high cost.
MIXED FLOOR LAYOUT
(FREE FLOW DESIGN)
Incorporates the straight, diagonal
and angular plans
Helps generates the most functional
store design
Layout moves traffic towards walls
and back of the store
TYPES
OF
MANNEQUIN
Realisti
S
c
Semi realistic
Abstract
Semi-abstract
REALISTIC
MANNEQUIN
Resembles the
everyday person
rather than a movie
star.
SEMI REALISTIC
Is like
realistic
mannequin,
But its makeup
is more
ABSTRACT
Is concerned with creating an overall effect
rather than reproducing natural lines and
proportions. Features such as elbows,
fingernails are rarely indicated.
SEMI ABSTRACT
Is more stylized
than the
semi-realistic
mannequin and its
feature may be painted
or suggested rather
than defined.
HEADLESS:
Has a full-size or
Semi-realistic body
with Arms and
legs but no Head.
It offers no
personality or
image.
ALTERNATIVES TO MANNEQUINS
Three quarter forms
Articulated artist’s figures
Dress forms and suit forms
Drapers
Hangers
Lay down techniques
Pin up techniques
Flying techniques
THREE-
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.
ARTICULATED ARTIST’S 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
DRESS FORMS AND SUIT
FORMS
INFLATABLES
Are life-sized
“balloons” That
stimulate parts of The
human anatomy.
Most resembles the
Lower half of the body
& is used to show
jeans & pants.
DRAPER
Was a simple,
uncomplicate
d and often
underused
alternative to
mannequin
HANGER
SSimple 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.
PINUP
Makes use of a panel, wall
TECHNIQUES
Or some vertical surface onto which a Garment can
be pinned, shaped & Dimensional zed.
