Page 91 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 3. To enhance the visual appeal of a product to encourage customer’s interest and subsequent
purchase.

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Caselet Store Display

et too often, small retailers create windows that are boring, cluttered or poorly lit.
“If you just put some thought in it, it doesn’t cost much,” says Noelle Nicks, who
Yoversees visual merchandising for Cole Hardware’s four stores in San Francisco.
Although she has never spent more than $100 on a single design, her windows rarely fail
to get attention. Her displays have included a farmers market with light bulb carrots and
radishes and a beach setting complete with real sand.
One Valentine’s Day, she chose the theme, “how to mend a broken heart,” painting a black
jagged line down a giant plywood heart and attaching hinges, chains and other hardware.
For Halloween, she hung more than a dozen types of brooms against an orange backdrop
with the words, “Which broom?” across the glass beneath them. The display not only
played on the traditional witch-on-a-broomstick theme, but it also showcased the store’s
large broom selection.

Source: Adapted from http://www.entrepreneur.com/article/223677

5.1.5 Types of Display

Approaches to merchandise presentation vary according to the type of display – from special, or
feature, areas to regular freestanding assortments and wall units. Special display areas include
end-of-aisle end caps, windows and point-of-sale and demo areas.
The primary purposes of displays are to present and to promote. A display is at its best when it
simply shows a colour, an item, a collection, or just an idea. Types of displays include the
following:

One Item Display: A one-item display is just the showing and advancement of a single garment
or any single item. It features only one piece of merchandise-designer gown, automobile, piece
of jewellery, etc.
Line-at-goods Display: It is a kind of display in which only one type of merchandise is shown,
(viz.; all blouses, all skirts, pots, etc.) although they may be in a variety of designs and colours.
They could be designed by the same designer, or created with the same fabric or print, or they
could all feature a common theme. However, for more effective presentation, and for better
comprehension and acceptance by the shopper, there should be some connection or relevance
indicated.

Notes Related Merchandise Display

In this kind of a display, separates, accessories, or any other item that “goes together” are
displayed because they are meant to be used together, because they share an idea or
theme. For example:
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