Page 29 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Introduction

Visual merchandising is concerned with presenting products to customers within the retail
space. It is a term sometimes used as an alternative to merchandise display, but these days is
generally understood to have a wider definition encompassing all activities concerned with the
presentation of the product within the retail outlet, including the choice of store layout, the
method of product presentation, the choice of fixture and fittings, the construction of displays,
and the use of point-of-sale material. It also has a very close connection with the allocation of
space within the outlet. Visual merchandising is more important in some retail sectors than
others. For example, fashion and home furnishing retailers have always devoted considerable
resources to displaying products in a visually appealing way, whilst discount grocery retailers
are much more concerned with space efficiency. However, the need to adapt to style-conscious
twenty-first-century customers is as relevant to the way products are presented as the way a
store environment is designed.
The implementation of a visual merchandising strategy within a retail business is not standardised
across the industry. Lea-Greenwood (1998) found that visual merchandising could be the
responsibility of directors of corporate communications, promotion or marketing, whilst some
retailers gave the function the status of a specific directorship. Often a multiple retailer will
employ a team of regional visual merchandisers who rotate through a number of stores in a
given area. The creative aspect of the visual merchandiser’s role attracts people with a design
training or background, although specific training for visual merchandising is becoming more
common. One of the advantages of using a centralised team is that the retail brand identity can
be controlled across all outlets, and visual merchandising can tie in with other corporate
communication themes and messages. There is, however, a danger that the centralised approach
may prevent the retailer from adapting to local themes, preferences and competition in the
visual merchandising activity.
In this unit, we will study about Visual merchandising: definition and functions, history.
We will also go through understanding retail in India

2.1 Visual Merchandising: Definition, Meaning and Functions

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the
eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion,
presenting them in a way that would convert the window shoppers into prospects and ultimately
buyers of the product. A creative and talented retailer can use this upcoming art to breathe in
new life into his store products. Passion for design and creativity are essential to be a good
visual merchandiser. A perfect design process and the ability to create ideas that are different are
required.

!
Caution Awareness of happenings in fashion world is needed so as to keep up-to-date with
the dynamics of the market constantly.

2.1.1 Definition and Meaning of Visual Merchandising

“Visual Merchandising is the means to communicate a store’s fashion, value, products, and
quality message to prospective customers so as to entice them to buy from the store on a
sustainable basis.”
—Gini Frings

24 LOVELY PROFESSIONAL UNIVERSITY