Page 31 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 2.1.2 Functions of Visual Merchandising

Following are the major functions of visual merchandising:
1. It is a tool which help in getting sales and targets.
2. It is a tool which enhance merchandise on the floor.

3. It is a mechanism to communicate to customer and influence customer desires to buy.
4. It uses season based display to introduce new arrivals to customers.
5. It educate the about product/service in the efficient and effective way.
6. It increases conversion through a planned and systematic approach by display available
stands.
7. It establishes creative medium to present merchandise in 3D environment, thereby enabling
long lasting impacts and recall value.
8. It establish the organisation in an exclusive mode.
9. It establish link among fashion, product design and keep the product in prime focus.
10. It associates the creative, technical and operational aspects of a product as well as business.

Self Assessment

Fill in the blanks:

1. ………………… is the art of displaying merchandise in a manner that is appealing to the
eyes of the customer.
2. Visual Merchandising sets the context of the merchandise in an ………………… pleasing
fashion, presenting them in a way that would convert the window shoppers into prospects
and ultimately buyers of the product.
3. A creative and talented retailer can use an ………………… art to breathe in new life into
his store products.

4. ………………… for design and creativity are essential to be a good visual merchandiser.
5. A perfect design process and the ability to create ………………… that are different are
required.

6. Awareness of happenings in fashion world is needed so as to keep ………………… with
the dynamics of the market constantly.

2.2 Components of Visual Merchandising

There are certain things which a retailer needs to take care while proceeding with the process of
displaying his products. These components when combined together in a proper ratio will
make a successful outcome.

2.2.1 Make Merchandise the Focal Point

The main goal of display is to showcase the products within the overall display area. Customers
give three to five seconds of their attention to window display. The retailers’ visual message
should be conveyed to the customer in that short period of time. It should not be like an

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