Page 227 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Always keep merchandise as per size sets.
 A Visual Merchandiser tries his best to put the given colours as per the VIBGYOR.
 Promotional Display is a kind of display that advances concept, trend and an item.
 Institutional Display is a kind of display that promotes an idea and not an item.

11.7 Keywords

Display Window: A display window is a window in a shop displaying items for sale or otherwise
designed to attract customers to the store.
Exclusive Windows: Windows are exclusive when they have an absolutely closed backdrop. The
store windows follow the theme and seasonal motif.
Institutional Display: Institutional Display is a kind of display that promotes an idea and not an
item.
Open Windows: Open window do not have any backdrop, and the passing customer can see the
interior of the store through the displays.
Promotional Display: Promotional Display is a kind of display that advances concept, trend
and an item.

Realistic Setting: A realistic setting is essentially the depiction of a room, area, or otherwise
recognisable locale, reinterpreted in the allotted display area, either in the windows or inside
the store.

Window Display: Window display is the fine art of displaying store merchandise in the store
window.
Window Dressing: Putting a window display of merchandise in a store’s window is called
window dressing.

11.8 Review Questions

1. What is window display? What is display window?
2. What is window dressing?

3. Is there any difference, do you observe between window display and display window?
4. “Window display is emerging as the new mantra in retail and is fast changing from a dull,
uninteresting exhibition of wares in the store window to a dynamic form of advertising”.
Elucidate.
5. “Retailers are recognising the importance of window display as the first point of contact
between the store and the customer and a chance to create the most critical first impression
on the customer”. Justify.

6. “Developed countries look at window display as a critical tool of marketing; however, in
India, it is still an emerging concept”. Discuss.
7. What are open windows?

8. What are exclusive windows?
9. Discuss the importance of window display.
10. Discuss the essentials of an effective window display.

222 LOVELY PROFESSIONAL UNIVERSITY