Page 230 - DMGT552_VISUAL_MERCHANDISING

Unit 12: Visual Merchandising – Hands On

Introduction Notes

Goods can be effectively displayed on a variety of styles such as gondolas, tables, cubes,
mannequins, waterfalls and other racks, display cases, and manufacturer point-of-purchase
displays. A fixture should not only complement the merchandise, but also the atmosphere
created in the store. Each fixture should present the merchandise to the public and thereby act as
a silent salesperson. Customers generally look to the centre of gondola sides first, and then to
either the right or left. Additional high profit impulse items should be placed in the centre of
gondola sides and other related merchandise to either the right or left. Larger more expensive
merchandise should be placed to the right.
The high turnover, high-profit items should also be placed at eye level. If possible, remove a
sample from the container to allow the customer to handle and feel the item. Old merchandise
should be cleaned and pulled forward as new merchandise is added to the back. Use a starter gap
in which at least one item is missing, so the customer will not feel like they are messing up a neat
display. Restock the display before it gets down to the last item so customers will not get the
impression that something is wrong with the item. As merchandise begins to have broken sizes
or assortments, the remaining items should be moved to the bottom shelves of the gondola.
There is no rule that specifically states how much merchandise should appear in a display area.
One consideration is the price of the merchandise. The more expensive the item, the fewer
displayed. Caution must be exercised at suitable situation.

In this unit, we will study styling, display calendar, sales tracking, handling the mannequin,
props and lighting. We will also study organising an in-store event, and VM tool kit.

12.1 Styling

When a variety of styles are shown, each style (small to large sizes) should be grouped separately
by colour. Some merchants may use variations of this concept to provide greater contrast in the
display.
Elegantly presented in a well-defined area and with the right fixtures, an opened display provides
an environment where the customer can be around an array of merchandise. It silently extends
an invitation to him/her to see and touch the goods. A theme display, which is based on a season
or an event, is used to promote an appropriate product range. Lifestyle displays are more subtle,
not necessarily aimed at selling a particular product, but an image, which has a corresponding
activity. Coordinated displays, which contain items that are normally used together, are a way
of increasing multiple purchases; besides subtly educating or informing the customer of what
can be coordinated with what. Classification dominant displays, which contain all varieties of
one product, are used to convey the impression of a wide selection. In fashion retailing,
merchandise presentation is very creative and is displayed sometimes in non-standard fixtures
that express the mood and its relevant psychographics to the customer.
12.1.1 Style Item Presentation

The style should be kept in mind, while presenting or displaying the item. The trends and
fashions play an important role in style item presentation.
The basic principles of merchandising start with product segmentation. Product segmentation
brings order and simplicity both to the way stock is bought and the way you present it. In our
example we are using a fashion store but the method works for all product types. Start by
breaking your stockholding into the big categories.

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