Page 34 - DMGT552_VISUAL_MERCHANDISING

Unit 2: World of Visual Merchandising

field, was through creative visual presentations. The challenges that confront these specialists Notes
run the gamut from the display installations in their stores to the development of designs for the
environments. Today, Visual Merchandising has become more sophisticated and more
encompassing than arranging merchandise for easy access to customers. Visual Merchandising
elements are put into practice from designing the floor plan of the store to the beautiful
mannequins that grace the store floor. With the specialty marketing of the 1990s, visual
merchandising is a necessity to the retail industry.

Lab Exercise Go to website http://sarahmarie1.hubpages.com/hub/A-History-of-Visual-
Merchandising-in-Retail-Stores and collect more information on “A History of Visual
Merchandising in Retail Stores”.

2.3.1 Trends in Visual Merchandising in India

Visual merchandising is showing merchandise and concepts at their very best, with the end
purpose of making a sale. Visual merchandising techniques in the market are subtle, aesthetically
appealing yet economical. Identifying the macro trends of visual merchandising that is prevalent
in larger formats like hypermarkets in the market. This covers several categories of products
which are available in a hypermarket and extends a keen eye to the fixtures, displays, lighting,
signage, music, etc. This is based on a study spans over stores like Hypercity, Spencers
Hypermarket, Star Bazaar, Big Bazaar, Shoppers Stop, Lifestyle, Westside, Homestop, Home
Centre, Home Bazaar, Ezone, Tata Croma.

Thus, we try to identify trends by studying stores with comparable categories like Fashion,
Food, Furniture, Fruits and Vegetables, Non-food, Hi-Tech & Appliance & Multimedia, etc.
In categories like fashion, food, non-food, etc. the most common fixture is Gondola which is
used in most categories with modifications. Browsers are used in case of fashion and most
browsers stock merchandise on a slightly higher side in numbers than its actual capacity. Thus,
the common practice is to use capacity fixtures to stock and showcase merchandise. Gondolas
used for food, non-food are mostly of metal make and are top lit. Many fixtures are customised
according to the store type and are combinations of Gonodlas, Browsers and Glass tops.
Displays is a technique of showcasing merchandise by putting them in a fashion which is
aesthetically appealing and at the same time is able to convey a story line. Displays are done
using mannequins and other props. Cross and complimentary merchandising techniques are
used to make the displays attractive yet effective.
The general lighting in most of the stores is a combination of white and creamy yellow which
accentuates merchandise and focal points and enhances visibility of the same. Special lighting
like focus lights are used specially in windows for displays. The windows within the store are
box-type, closed back top lit, while windows at the façade of the store are open back and bottom
lit. These windows typically have themes while doing displays and mostly lifestyle merchandise
is used to do the displays.

Colours and Signage vary according to different categories of products and formats as well.
Signages are mostly varying according to the category it represents. For example in case of
Hi-Tech is of size A-5, on Bins is A-6, in case of Fashion is of A-4, etc. There are also shelf talkers
on shelf strips and wobblers are placed to highlight offers and new merchandise in most stores.
Colours of the store walls are mostly off-white, cream or such light coloured.
Music is played in most stores which keeps the atmosphere of the store lively and relaxed.

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