Page 118 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

Self Assessment Notes

State whether the following statements are true or false:
20. A variety of retail store displays, fixtures and equipment are available in many different
styles and colours.

21. Market offers every type of retail store fixtures and equipment you need to open your new
retail store or remodel your current one.

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Case Study The Art of Visual Merchandising

isual 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
Vaesthetically 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.

Components of Visual Merchandising
There are certain things which a retailer needs to take care while proceeding with the
process of displaying his products. These components when combined together in a proper
ratio will make a successful outcome.
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. It should
not be like an unsuccessful TV advertisement, where the product is forgotten altogether
and only the concept of the commercial remains in the mind of the viewer. The arrangement
of window display should go with the product and should not suppress them to make it
discernable to the eye.

Right Choice of Colours is Vital
Colour is one of the most powerful tools in the Visual Merchandising segment. It is a
visual perceptual property. Colours can be associated with emotions, special occasions
and gender. It attracts attention and pulls more customers into the store. A retailer has to
focus on the right choice of colour that would match with the theme of display. It is not
possible to satisfy everyone all the time, but it is possible to cultivate the taste of customers
gradually and purposefully. A right choice of colours in the display items can turn walkers
into stoppers and significantly convert them into customers. It is therefore mandatory to
choose the right colour for the right theme of display. A Halloween display would require
black colour in the display theme. Valentines theme should be ruled by red colour
Contd...

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