Page 231 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Once you have divided your products into category, then sub-divide into types of products. This
could be by brand, by garment type, by customer profile [age for kids], etc.

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Caselet Jane Livingston

ane Livingston is a recent graduate of a prestigious art school. Her aspirations of
becoming a fine artist have diminished with each art gallery’s rejection of her paintings.
JShe would someday like to break into the world of fine art with her creations, but,
with funds at an all-time low, she is considering a career alternative.
Prodded by her friends, Jane is considering a field related to art—visual merchandising.
Everyone feels she can easily make the transition from painting landscapes to creating
attractive visual presentations because of her excellent background in design principles
and colour. Although she possesses the art background, she has never taken a professional
course in display or visual merchandising and doesn’t know where or how to begin.

One of her former professors suggested that a department store would be a perfect
beginning for Jane. As an apprentice she would learn to apply her theoretical knowledge
to on-the-job situations. Another acquaintance feels the chain store would be a wiser
choice. Working for a major specialty chain with several hundred stores would offer a
broad base of experience, he says. Finally, a relative is trying to convince her to take the
freelance route.
“Being your own boss would give you freedom that the other two approaches wouldn’t
offer,” she says. Jane has assembled a portfolio of her artwork to help break into the field
of visual merchandising. She still hasn’t decided, though, which route to take.

Source: http://wps.pearsoncustom.com/wps/media/objects/7617/7800692/MCH140_Ch01.pdf

Example: Stock Holding:
 Men: Shirts, Knitwear, Trousers, Jackets, Accessories, etc.

 Women: Brand 1, Brand 2, Outerwear, Accessories, etc.
 Kids: Baby, Toddler, Accessories, etc.

12.1.2 Colour Presentation

The presentation should be colour specific. Colour should appear to be pleasant to the people so
that they could attract towards the item displayed.

Colour contributes significantly to people’s impression of a display as well as stores overall
appearance. Colour in a display can catch eye and make people pause and look. The colour
combination of ceiling, walls, floor covering and the overall decor can affect the atmosphere of
a store. Changing the colour scheme can change people’s attitudes and perceptions of a store and
can increase or decrease the business. Colour can change the shape and interest to dull room, and
can direct attention toward a specific object or away from problem areas. Warm colours (red,
yellow, orange, etc.) are stimulating and cheery. They make room feel warm and intimate. They
make room look smaller and object inside larger.

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