Visual Merchandising . Defined:The physical presentation of productsVisual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. Passion for design and creativity are essential to be a good visual merchandiser. Awareness of happenings in the fashion world is needed in order to keep up-to-date with the dynamics of the market constantly.Creating an attractive product display can draw the customer in, promote a slow-moving item, announc25
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1. Visual merchandising
3. “Visual presentation has an advantage over broadcast and print advertisements… over 60% of all women get their clothing ideas from store displays.” Martin Pegler (Author of Visual Merchandising and display. 2006)
4. Who uses VM Retailers:
Make merchandising desirable
Make merchandise easy to locate in the store
Introduce and explain new products
Promotes store image
Entice customers into the store
Show merchandise assortment
5. …‘the eyes of the store’ Window:
The window is also know as the eyes to the interior of the store
Reinforce brand image
Introduce brand/ product line to new or existing customers
Strengthen traffic and sales
Types of windows:
Less background distractions
Could appear as a barrier, Intimidating
Customer can see into the store
Distraction from store merchandise
Cant use screens, curtains, banners, plants etc
6. VM design elements Colour
Can immediately create a mood
Lighting: Should accent focal point, if possible
Customers entering a store are greatly influenced by the visual information they gather in the first split second. One simple visual element, such as colour, can catch a shopper's attention and also greatly affect their mood. In today's ultra competitive market place it is of paramount importance that retailers understand the basics of visual merchandising.
A right choice of colours in the display can turn walkers into stoppers and significantly convert them into customers. It is therefore mandatory to choose the right colour for the right theme of display.
Surface treatment or feel
Smooth surfaces appear lighter
Textured surfaces appear darker
Can be suggestive:
Feminine versus masculine
Strength, height, pride, dignity
Horizontal: Easy going, restful
Curved: Grace, charm, feminine
Diagonal: Action, force, strong
Asymmetrical: Informal/ often more interesting
By colour, size or position
Attracts the eye first
Usually the merchandise
Show a sharp difference between objects
Can use colour or texture
Relationship of size, scale, or weight
Baby shoes next to a huge teddy bear???
Promote and idea or look
Fragile versus weak
Movement from element to element
From dominant object to subordinate object
Use of line, colour, lighting
Colour, line, shape
Creates importance and dominance
9. Window examples…
10. Case study....
12. Adidas Clarity of thought : The window display focuses on the women wear and accessories specially for the sports.
Creativity : The tagline being used is quite motivating for women of this era and would assure her that anything is possible. The straight mannequins also suggest forcefulness and rigidness of the women’s attitude. The colour used in the background is blue signifying the cool and sporty look.
13. Adidas Effectiveness : The display of upside down women signifies the freedom and independency of women which will motivate them to walk in the store.
Why did it work : It forces female customers to ponder what the store holds for them.
14. Marks & Spencer
15. Marks & Spencer Clarity of thought : The window display clearly shows that the sale season is going on for the apparels and accessories offered by the store.
Creativity : The red color is used to indicate sale period which can be discovered from a far distance. Red colour is psychologically attached to the customers; it portrays excitement/ impulse purchase decisions.
16. Marks & Spencer Effectiveness : A customer interested would surely walk-in to avail the discounts as the display is shouting out for the sale season.
Why did it work : The entire display used the red color tints and shades indicating sales period & also providing an opportunity to avail extra reduction. The big banners as well as mannequins wearing similar t-shirts talking about sale are also very helpful.
17. Research Look beyond and read between the lines…
What are artists doing?
Could this be a source of inspiration.
Trends… Fashion/ Lifestyle
21. WGSN VM trends: New Nostalgia: Glamorous looks are restrained by wartime austerity as humble and luxury walk hand in hand.
Highlander: The modern manor breathes new life into dusty
Country Grunge: Traditional country styling is distressed
and destroyed with gothic and grunge overtones.
Earthbound: Natural evolution sees weather-worn, decayed and scarred surfaces inspire chunky knits and geological print directions
80s Power: Sharply structured dressing makes a powerful statement in the
face of economic downturn
80s Cocktail: Indulgence directs this party wear trend, flying
in the face of economic misery. Shimmering fabrics and dramatic 80s
styling creates a look designed for hard partying.
Biker Body-con: Building on the season's overriding
mood of power and anarchy, the Biker Body-con look draws on punk and
Warrior Goddess: The warrior influences span time and space, referencing gladiators, medieval knights and galactic invaders.