Page 43 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  The retailers’ visual message should be conveyed to the customer in that short period of
time.

 A good theme will lure the customer with a shopping mood into the store.
 Themes mainly depend upon the retailers’ imagination and creativity.
 Focusing on the right theme rather than creating a display with expensive raw materials
is the key to successful window display.

 A shoe store theme can be a group of elves buying shoes.
 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 non-food sector, segments comprising apparel, accessories, fashion, and lifestyle felt
the significant change with the emergence of new stores formats like convenience stores,
mini marts, mini supermarkets, large supermarkets, and hyper marts.
 Food retailing has become an important retail business in the national arena, with large
format retail stores, establishing stores all over India.

2.6 Keywords

Display: Display 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.

General Lighting: The general lighting is a combination of white and creamy yellow which
accentuates merchandise and focal points and enhances visibility of the same.
Shoe Store Theme: A shoe store theme can be a group of elves buying shoes.

Special Lighting: Special lighting like focus lights are used specially in windows for displays.
Theme: A theme is a display of sale items of similar categories.
Theme for Display of Casual Wears: A theme for display of casual wears can be a group of
mannequins sitting casually at a get together in different poses.
Visual Merchandiser: Visual Merchandiser is the person who performs different related functions
to merchandising.

Visual Merchandising: Visual Merchandising is the art of displaying merchandise in a manner
that is appealing to the eyes of the customer.

2.7 Review Questions

1. Define the term visual merchandising.

2. Who is a visual merchandiser? What are the functions of a visual merchandiser?
3. Discuss the history of visual merchandising.
4. Who is a creative and talented retailer?

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