Page 120 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

display can reflect the same colour of the logo. For example, McDonalds display, the Notes
clown is of the same colour, red and yellow as in their logo.
Cleanliness

Neat and clean arrangement is the foundation of an inviting a successful visual display.
A beautiful display can be ruined by a cracked sign holder or an unclean display
environment. Effective cleaning schedule of showcases and display fixtures is required.
Change the Display Settings in Frequent Intervals
Changing the arrangement of the displays in regular intervals will initiate new interest
about the products in the minds of the customer. By designing a planogram and activating
changes frequently one can thus be a proactive retailer.
With globalisation and the retail boom, visual merchandising is growing in leaps and
bounds. It is not simply concerned about decorating a store beautifully; but must also
symbolise the brand keeping the target audience in mind.

Questions
1. Analyse the case and interpret it.
2. Write down the case facts.
3. What do you conclude about display themes from the given discussion?

Source: http://www.fibre2fashion.com/industry-article/6/547/the-art-of-visual-merchandising2.asp

5.7 Summary

 Merchandise display is the arrangement and organisation of display materials and
merchandise to produce a stimulus that leads to the sale of merchandise and services.
 Merchandise displays serve to promote product offerings, inform customers, and contribute
to the retailer’s image. Successful visual merchandising excites customers and captures
their attention.
 The purpose of Display in a store is to attract customers to the store, and ultimately
convince them to buy the merchandise.
 Merchandise displays serve to promote product offerings, inform customers, and contribute
to the retailer’s image. Successful visual merchandising excites customers and captures
their attention.

 A temporary exhibit is usually the presentation of an item or items that are on loan for a
limited time.
 Trade shows are commercial ventures wherein a manufacturer or distributor will show a
line of merchandise, introduce a new product or an improvement on an existing one, or
exhibit for the sake of “goodwill” or company image.
 A travelling exhibit is a broad, all-inclusive term for movable or portable displays.

 There are few attributes, which contribute to the display process in a store. These attributes
are known as the “elements of display”.
 Display elements are theme, merchandise, shelf or display area, props, lighting, and copy
cards (show cards).

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