Page 37 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes One might argue that healthier customers will also contribute to the bottom line, but it’s
a hard stretch to fit this into a conventional business profitability model. Whatever, the
sustainability benefits of less saturated fats, sugars and additives, is real enough, and
Wal-Mart’s efforts in this regard clearly will accelerate an already growing shift in consumer
attitudes toward healthier food products and lifestyle choices.
Other retailers have acted in this regard, most notably Pepsi and Kraft, and ultimately
many competing retail giants will also benefit from the heavy lifting being done by Wal-
Mart.

Source: http://www.globe-net.com/articles/2011/february/3/wal-mart-changing-the-face-of-retail.aspx
2.3.3 Status of Visual Merchandising in India

Unlike the western countries, where VM receives highest priority in commercial planning of a
product, the Indian industry understanding and practice of the concept of VM is inadequate.
With phasing out of quantitative restrictions after the year 2004, the textile industry will have to
compete purely on the competitive edge of the products and VM will be a helpful tool in
projecting the uniqueness of the products and thereby increasing the market access and sales.
It is high time that the Indian textile and clothing industry, therefore, understands and adopts
the scientific and professional system of VM rather than the traditional practices of display of
products and communication.

2.3.4 Current Status of Visual Merchandising

The essence of retail is defined by the ability to compel the prospective customer to stop, to look,
and to buy. Today’s customers look beyond simple commodities and basic merchandise, to that
which satisfies their wants, needs, and desires. This informed consumer demands selection and
quality. To fulfil these expectations, successful retailers place a great emphasis on compelling
life-style presentations of merchandise. Retail is naturally the showplace for new ideas, new
concepts and new products. The store environment serves as the selling stage for the latest
merchandise offerings of the day. Today, retailers have discovered the power of attractive
displays to bring people into their stores, to interest customers in their merchandise, and to
create a desire for the items displayed. Through displays, especially in their store windows, they
tell you what they have that is new and different and suggest ways to make you and your home
more attractive. All stores, large and small, use displays to catch the attention of passersby and
help sell merchandise. The best displays are designed to make you think, to appeal to your
emotions, and to persuade you to buy.

Visual display in the 1990s will continue to reflect the social, political, environmental and
economic issues of the day. Demographics are changing and effective displays will have to
mirror company image and direction while appealing to a specific market niche.

Did u know? Display has now become a profession, an integral part of the promotion and
sale of merchandise. Today, there are many groups of resourceful and imaginative men
and women working against deadlines that would defeat less inventive designers. They
combine artistic understanding some, even genius with the profit motive and pragmatism
of the merchandiser.

Our society looks upon them with respect and admiration, and they are amply rewarded,
financially and otherwise, for their efforts. Display personnel maintain a weekly level of
excellence that would be hard to equal in other fields, their windows having an aesthetic

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