Page 217 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 10. A ............................ setting can be as detailed or as suggestive as the display person, budget,
and time permit.
11. An ............................ setting might seem as if it would be the easiest to do, but it is often the
most difficult.
12. The visual merchandiser presents the essence, and leaves the rest to the active
............................ of the shopper.

11.4 Promotional Display vs Institutional Display

Window displays are more successful when a dominate theme is carried throughout the display,
regardless of whether the featured products are fashion-oriented, institutional or promotional
in nature. Suggested window treatments that have proven successful include:
 A single object against seamless paper.

 Merchandise displayed as it would be utilised in a realistic setting.
 A theatrical setting using fantasy and drama.
 Straight merchandise glamorised with props.
 Animation, such as in holiday windows that draws crowds of shoppers.

 The use of sculpture, paintings or art objects for a touch of class.
 Media tie-ins, with current area activities, films, stars or best selling books.
Window displays should be in harmony with the entire surroundings; a whole is being created
rather than a fragment. When planning a window display consider the building facade, street,
people and their perceptions, colour harmony, lighting and viewing angle.
Promotional Display is a kind of display that advances concept, trend and an item. The basis of
this kind of display is often the sales. It has a very low margin of profit and thus needs a large
sales volume to exist. These display stores generally advertise prices. They usually feature
several items of merchandise, backed up by lighting, signs, props and traditional display
techniques.

Institutional Display is a kind of display that promotes an idea and not an item. It promotes the
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 goodwill. They do not produce direct sales of
merchandise.



Caselet Can Displays Improve Your Business?

r. X ought to know the basics of window display. With more than 30 years
experience as a display artist and literally thousands of displays under his belt,
MMr. X probably qualifies more than anyone as an authority on the subject. He
has taught people how to do it, delivered seminars and workshops, written articles and
even a manual on the subject.
Contd...

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