visual merchandising

Visual Merchandising

Prepared by : Rajesh Sharma, Design Deptt, IIFT Shimla

For educational purpose for the students studying fashion &

retail.

Visual

Merchandising

Prepared by : Rajesh Sharma,

Design Deptt, IIFT Shimla

What is Visual Merchandising

•It is the activity of promoting the sale of

goods, especially by their presentation in

retail outlets

Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

Historical Background - VM

•Marshall Field & Co. – started retailing in 19th century

• to attract the customer store windows were made attractive by displaying merchandise.

•Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls.

•In the twentieth century, well-known artists such as Salvador Dalí and Andy Warhol created window displays. It is also common practice for retail venues to display original art for visual merchandising purposes.

Prepared by : Rajesh Sharma, Design Deptt, IIFT Shimla

The importance of window displays as a

merchandising device in the

early years of the twentieth century is

reflected in the growth of Field‟s

display department, from seven people in

1895 to twenty in 1900. The

investment in 12-foot–high by 14-foot–

wide plate glass windows,

purchased from Europe and installed at

street level in the 1902-1907

edition of the Field‟s store, also indicated

the power given to, and the value

of, the show window.



Show window

By Artist – Arthur Fraser – 1897



By – Arthur Fraser for

Marshall Field, 1912


Deptt, IIFT Shimla

Arthur Fraser Window Display

for Marshall Field & Co., 1922



Visual merchandising

•It is the activity of promoting the sale of goods, especially by their presentation in retail outlets.

•Visual merchandising includes combining products, environments, and spaces into a invigorating and gripping display to encourage and improve the sale of a product or service.

• VM has become an essential element in retailing that a team effort involving the senior management, architects, merchandising managers, buyers, the visual merchandising director, designers, and staff is required.



Purpose of VMRetail professionals display to make the shopping experience more comfortable, convenient and customer friendly by:

•Making it easier for the shopper to locate the desired category and merchandise.

•Making it easier for the shopper to self-select.

•Making it possible for the shopper to co-ordinate & accessorize.

•Informing about the latest fashion trends by highlighting them at strategic locations.

•The purpose of presentation involves making sales in an orderly, understandable, ‟easy to shop‟ and „find the product‟ format. This easier format is especially implemented in fast fashion retailers.


Deptt, IIFT Shimla

How VM Helps

•Educating the customers about the product/service in an effective and creative way.

•Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.

•Setting the company apart in an exclusive position.


Deptt, IIFT Shimla

•Establishing linkage between fashion, product design and marketing by keeping the product in prime focus.

•Combining the creative, technical and operational aspects of a product and the business.

•Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.


Deptt, IIFT Shimla

Design Elements

•Use the art of design

•Makes shopper‟s perception positive

•Need of creative visual images

•Design elements are components

•Design principles are guidelines for

organizing these elements


Deptt, IIFT Shimla

Light

• Makes visibility

• Vitalize and dramatize a scene

• In retail light has several purposes:

•To attract the customer‟s attention

•Create appropriate mood for the

merchandise

•Contribute to a positive visual image of the

merchandise

•Allow care inspection of the merchandisePrepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

Lighting at Louis Vuitton


Deptt, IIFT Shimla

Lighting – Van Heusen


Deptt, IIFT Shimla

• Acts on retina of the eye to make

objects visible

• White light – breaks into spectrum of

different wave lengths

• Violet on the short end wavelength

• Red on the longest wavelength


Deptt, IIFT Shimla

Color spectrum


Deptt, IIFT Shimla

Illuminance levels

•Lighting for display should be brighter than of the other areas to attract the customer‟s attention

•According to IES, North America – ratio between illuminance of display and the illuminance of the areas where customer appraises the merchandise should be 3:1

•Greater difference of two areas make difficult for customer‟s eyes to adjust quickly


Deptt, IIFT Shimla

•Light sources radiate different wavelengths, influencing the appearance of the objects and producing warm or cool renditions.

•Cool lights are good for general lighting to guide the customers through the store’s aisle.

•Warm lights are more energizing near the merchandise as well as more flattering to customer’s skin tones.

•Light source controls the appearance of colors in the merchandise and other objects.

•This phenomenon is referred to as ‘color rendition’


Deptt, IIFT Shimla

Color

Wheel Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

•To enhance a color in merchandise, the light source must have the wavelength of the color within it.

•If a light source does not contain the wavelength of the color being viewed, the color will appear grayed or dulled.

•For customer to select fashion good, it is desirable to use lighting that show the merchandise under the same type of light as that in which it will be used

•For instance, swimsuits will be used primarily in sunlight, whereas evening wear will be used with lighting closer to night or candlelights.


Deptt, IIFT Shimla

• By using a light source that approximates the light of the occasion of merchandise use, the retailer can avoid the color appearing different to the customer when it is used and thus avoid a dissatisfied customer.

• The buyer/manager needs to understand lighting well enough to evaluate its effectiveness in presenting the merchandise. If major changes in lighting are needed, a lighting engineer can be consulted.

• Representative for the lighting fixture often provide assistance in lighting selection, provide brochure with useful lighting information.


Deptt, IIFT Shimla

Color

•First element we see when looking at an object or scene.

•Effects physically and psychologically

•One of the most important elements in creating response, especially display

•Being in a space painted red can speed up the rate of the heartbeat, whereas blue space can lower the rate of the heartbeat dull, drab color has a depressing effect on people, and a bright color such as orange seems to elevate one‟s mood.

•Color is the single most important design element in the fashion field because of its tremendous impact on the viewer.


Deptt, IIFT Shimla

•Color is an inexpensive, versatile means of crating mood and drama in the presentation of the fashion merchandise. Much of the color comes form fashion merchandise itself

•Research shows that the proper choice of color in store windows and store interiors has significant drawing power. Warm color (red, orange and yellows) physically attracts customers to shop.

•Cool colors (blue, greens and violet) are more appropriate for areas where customers will be deliberating over a big-ticket purchase such fur coat.

•Color used properly can attract the eye of the potential customer, create the desired mood, and stimulate the viewer to make a purchase decision.


Deptt, IIFT Shimla

Color

Wheel

Warm

Colors

Primary

colors

Secondary

Colors

Tertiary

Colors

Cool

Colors


Deptt, IIFT Shimla

•For skillfully using color one must have good understanding of its three dimensions –

•Hue

•Value

•Intensity

•Hue is the color family name - red , blue or yellow

Hue indicates the color position in the spectrum, its arrangement in the order of wavelengths.

Spectrum is produced by refraction of white light passing through prism, rainbow is a familiar example.


Deptt, IIFT Shimla

•Value – indicates the lightness or darkness of a color. Value can be in a scale of grays ranging from white to black. For example, the hue blue can vary from baby blue to navy blue.

•Light values referred as tints

•Dark values referred as shades

•Value as well as hue contributes to mood

•Light values have airy, fresh, feminine qualities, whereas dark value have serious, sophisticated qualities.

•A color scheme composed of contrasting values (light & dark), it can create a mood of drama and excitement.


Deptt, IIFT Shimla

•Intensity – is the brightness, purity or saturation of color. High or full-intensity colors are clear and bright. Intense colors catch eye and stop the customer long enough for him/her to notice the merchandise.

•High-intensity colors are active and stimulating. Scarlet is typical

•Low-intensity colors are grayed or dull in appearance, dull or low-intensity colors tend to create a calm and restful mood. For example maroon or dull red.


Deptt, IIFT Shimla

Color Schemes

•Colors often occurs in various combinations, referred as Color Schemes. Although there are no laws for combining colors, there are some formalized methods for producing harmonious colors schemes that can be helpful.

•Two major categories in terms of Hue are related & contrasting •First category is related because this type of color scheme utilizes one or more hues in common, that is colors are adjacent on color wheel. Related color schemes tend to produce a stable feeling and allow the mood of the hue of the color scheme to be expressed clearly.

•Second category is contrasting because there are no common hues in these color schemes. Contrasting color schemes are often bold and dramatic.


Deptt, IIFT Shimla

Related Color Schemes

•Principal types are:

Monochromatic

Analogous

•Monochromatic uses only one hue in various values from almost black to almost white and intensities from brilliantly saturated to very gray. This mixing of black, white and grays can be used in all schemes because it includes neutrals, which are not considered colors. If texture is a selling point, a monochromatic color scheme may be a good choice for highlighting textures, which would be more apparent when the colors are all the same or similar


Deptt, IIFT Shimla

•Analogous color schemes comprises three colors that

are adjacent on the color wheel, contain a common hue.

For example yellow-orange, yellow and yellow-green. This

color scheme offers variety in colors than a monochromatic

scheme and avoids the possibility of clashing colors since

there is a common hue to provide harmony


Deptt, IIFT Shimla

Contrasting Color Schemes

•Complementary

•Double-complementary

•Split-complementary

•Triad

•Tetrad


Deptt, IIFT Shimla

Texture

Texture is the quality of the surface on an object or material

It has visual and tactile aspects

Texture is the result of light being reflected or absorbed by the surface of the object

Satin reflects light, velveteen absorbs light

As a tactile element, it is essentially the “feel” of material as a person touches it.

Texture draws the customer to the merchandise for close examination

Texture is more subtle than color, but is important in gaining a positive response from the customer


Deptt, IIFT Shimla

•Texture of the merchandise helps determine the

particular mood in a display or presentation

•One texture or type of texture could dominate a

display so that there is sense of harmony without

confusion..

•Sometimes unexpected combination of texture is

most effective in capturing shopper‟s attention. For

example, satin with denim or linen with tweeds


Deptt, IIFT Shimla

Line

•Line directs the eye

•Two basic types of line – straight or curved

•Curved Lines convey a feeling of grace, leisure, and

softness and are often associated with feminity

•Straight lines usually communicate strength and

stability and associated with masculinity

•Because of this – the dominant lines in women‟s

advertisements are often curved, and dominant line in

men‟s advertisement are usually straight


Deptt, IIFT Shimla

The direction of the lines is also expressive.

A diagonal line conveys action and excitement.

Sportswear and children‟s advertising and

departmental interiors often use diagonals to

generate the feeling of dynamic activity


Deptt, IIFT Shimla

Line

Vertical lines create an impression of diginity and stability and can be used well in prestige ads of higher-priced goods.

Classic styles in men‟s and women‟s merchandise often can be featured to advantage when vertical lines are employed

Horizontal lines create a mood of tranquility and repose and are effective in ads as well as displays for loungewear and lingerie


Deptt, IIFT Shimla

FORM

•When lines connect they create form, which is the shape of the object.

•Straight lines produce angular form and curved line create circular forms.

•Forms express moods similar to the lines that define them. In ads and displays the merchandise and props are the forms and should be chosen for appropriateness of their shape for the particular promotion

•Display forms come in different size and can be arranged in a variety of positions.


Deptt, IIFT Shimla

Courtesy – Maxmara And Lord

& Taylor


Deptt, IIFT Shimla

Space

•Space is the distance between forms

•It is the expanse between objects, that is , the background upon which a figure is placed.

•The amount of space given to background helps to create mood and emphasis.

• blank background in an ad is termed as “White Space”.

•In terms of a store, space is the expanse between fixtures and in aisles. The size of the forms or fixtures has an impact on customer, but so does the space in between.

•Open space has a calming effect because there is a little visual stimulation from objects.


Deptt, IIFT Shimla

Space

•This calmness is highly desirable in an area that contains high-

priced merchandise that requires careful deliberation before a

purchase is made.

• fur and designer clothes are two such fashion departments

•Empty space allows the eye to be attracted to the few forms that

do appear in the space, giving them important focus


Deptt, IIFT Shimla

Space

•Abundant space can be an exclamation point to a fashion statement.

•Using space extravagantly ads to a store‟s prestige image.

•This is true of space in a department layout as well as advertising design

•When fixtures are very close together or merchandise is very crowded on the fixture, the customer becomes overloaded with negative visual stimulation

•The result can be customer confusion, disgust and fatigue.


Deptt, IIFT Shimla

Space

•Edward Twitchell Hall, Jr. (May 16, 1914 – July 20, 2009) was an anthropologist was an anthropologist and cross-cultural researcher. He is remembered for developing the concept of Proxemics was an anthropologist and cross-cultural researcher. He is remembered for developing the concept of Proxemics, a description of people behave and react in different types of personal space.

•Edward T. Hall observed that people prefer to maintain a personal distance of 1.5 to 4 feet.

•Friends may come close to this zone but do not penetrate it often. If customers are pressed into closer proximity than this while shopping, they will not find it pleasurable and will cease to shop.

•The controlled use of white space or crowded space is valuable tool in projecting the character of a prestige store or a bargain discounter


Deptt, IIFT Shimla

http://en.wikipedia.org/wiki/Anthropology

http://en.wikipedia.org/wiki/Proxemics

http://en.wikipedia.org/wiki/Personal_space

Design Principles

•The principles guide the organization of the

design elements for an effective visual

impression.

•These help the display person decide

where to place the merchandise in the

display area.

•Following principles to be considered :

•Unity, variety, emphasis, rhythm, balance

and proportionPrepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

Unity

•Unity is the arrangement of parts to produce a single, harmonious whole.

•Unity is the overriding master design principle.

•Is the compatibility of elements with each other and with the composition as a whole; it is sometime referred to as harmony

•The first element in achieving unity is to have a central idea or theme.

•The elements are then combined to reinforce a central idea or theme

•Unit is achieved through repetition of elements.


Deptt, IIFT Shimla

•Unity in light produces harmony in mood, for example, soft light for tender moments.

•Unity in texture can reinforce the central theme, such as using leather and twee for Derby Day.

•Repetition of diagonal lines in the face-out fixture and the mannequins are very effective in holding the young men‟s department together in a harmonious whole.


Deptt, IIFT Shimla

•The obvious repetition of several mannequins

dressed in the same garment practically

guarantees unity as well heightens the customer‟s

awareness of the item.

•The impact and success of this method has

contributed to its wide use Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

Variety

•Variety means introducing a different aspect of an element for the purpose of creating interest.

•Unity limits novelty while variety produces contrast and interest

•Two principles are linked, but unity must prevail if composition is to work whole

•Unity must be balanced by some variety or the visual image will be too dull to move the customer to action.

•Contrast in the elements creates a tension that can make the composition lively.

•Contrast, especially if it is novel, is often the attention getter.


Deptt, IIFT Shimla

Unity and variety in shapes

and sizes make an

interesting &

pleasant

arrangement

of merchandise

Variety


Deptt, IIFT Shimla

Variety

•The contrasting size and shapes help prevent

boredom

•The designer‟s name and a partial form focus the

passing shopper‟s eyes on the center of the

department

•The skillful use of contrast in shape and size in a

newspaper advertisement can draw the reader‟s

attention to the headline, text and illustration.

•Variety in voice and delivery style in a radio advt. can

spark the interest of the listener


Deptt, IIFT Shimla

Emphasis

•Involves the dominance and subordination of elements to create a

center of attention.

•It arrests the eye at the most important part of the design and holds it

there for a longer period of the time than at any other part of the design.

•The eye looks for place to rest

•If it does not fine a center of attention, it moves from the search and

looks away.

•At that point the retailer has lost the opportunity to communicate the

message

•Emphasis can be achieved in a number of ways. A frequently used

method is the repetition of an element.

• a display created totally in purple would be difficult to ignore. The

shoppers eye is attracted by the sheer amount of the color.


Deptt, IIFT Shimla

•Size is an obvious means of creating focal point. The largest figure

in an advt. will draw attention and hold it longer than small figures

•Contrast of any type can create emphasis, intensifying visual

perception.

•By contrast, an area devoid of pattern directs the eye to the object

•This is the reason an advt with a large amount of white space

captures the eye and focuses it on the figure

•The concept of space providing emphasis works equally well in a

display

•Less merchandise in a window means more emphasis on the few

items that are there.

•Generally a composition needs one major point of emphasis that

holds the viewer‟s visual attention longer than any other point.

•This is achieved in part by subordinating all other elements to the

major one.


Deptt, IIFT Shimla

Advertisement showing

emphasis on large figure

Baker‟s Pride


Deptt, IIFT Shimla

Rhythm•Is the regular organization of movement that carries the eye through

the design.

•Emphasis focuses the eye on point from which it begins its movement

throughout the design

•Rhythm provides continuity in a design by smoothly leading the eye

from one piece of merchandise to another until are seen.

•Visual rhythm is achieved by means of repetition, progression and

radiation

•Repetition gives a regularity to the movement of the eye, as if it

knows what is coming next.

•Produces an impression of constancy and stability, helpful in

promoting classic styles of clothing, especially for professional wear

•Progression is more dynamic means of achieving eye movement

than is repetition, it employs the sequential evolution of an element for

example, using light, medium and dark colors sequentially in a design. Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

•Radiation is another way to create rhythm ,

that is use of circular arrangement that

guides the eye from a central point around

the parts of the design.


Deptt, IIFT Shimla

•Designs that employ radial rhythm or

movement are often dramatic. This method

of creative rhythm offers less variety than

the other two methods.


Deptt, IIFT Shimla

Balance

•It is a sense of equilibrium that provides a

feeling of stability

•People have an uneasy feeling with

unbalanced things

•Balance has with relationship of elements

within the composition

•Is of two type – symmetrical and

asymmetrical


Deptt, IIFT Shimla

•Symmetrical Balance :- visual weights works like physical

weight to produce a sense of balance.

•Balance achieved through the use of identical objects or

very similar objects on either side of the center is know as

symmetrical or formal balance

•S. b. is effective in promoting classic good for important

occasions

•Asymmetrical Balance :- can be achieved by using unlike

objects.

•Incase of objects of different weight, the heavier one could

be moved closer to the center to achieve balance.

•A.b. generates a sense of active informality. This type of

balance is is preferred in advertising display over formal

balance because it is more stimulating to the eye.


Deptt, IIFT Shimla

•

•It offers more variety in the arrangement of

merchandise.

•The sense of action can carry over to

customers and move them to purchase

decisions more quickly than formality of

symmetrical arrangements.


Deptt, IIFT Shimla

Proportion•Proportion involves ratios, the quantitative

comparisons of parts of a design to each other and to

the whole. These ratios apply to size, to amounts of

color used, to spaces, to forms and to texture.

•Incorporating objects that are disproportional to the

merchandise can attract attention.

•Props that are out of scale with merchandise bring a fresh

approach to otherwise routine displays.

•This technique is especially effective with small accessory

items.

•Using a giant handbag or shoe draw the eye to another

diffuse array of small items.


Deptt, IIFT Shimla

Plans

and

Schedule



Deptt, IIFT Shimla

Seasons•Four season of the year – spring, summer, fall and

winter determine the calendar for developing themes

for visual presentation.

•The weather patterns of the region where store is

located also help to determine the type of displays.

For example winter in Delhi is not the same as in

Srinagar or Florida

•The major themes of the store revolve around these

regional seasons. The exception is Christmas, a

definite display period that lasts four to eight weeks

•the greatest amount of money is spent for

Christmas presentation because of the volume of

retail sales and the excitement.Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

Seasons

Spring & Summer – spring merchandise, often

combined with spring flowers, creates a refreshing feeling

in a store.

The meaning of spring is a new growth and rebirth of

nature, the trims are often flowers either real or artificial the

flowers commonly reflect a current color trend to blend with

apparel and to create a joyous impact. Multicolor flowers

can be used to create a feeling

Many large store take a rental service for plants and

flowers to arrange and maintain

If imitation flowers are used, they should be kept at

distance to create illusion of .

As anything false can have a negative impression of the

mind of people.


Deptt, IIFT Shimla


Deptt, IIFT Shimla

Fall & Winter

•time of high sales volume in stores and the

display budget is larger than for spring

•Fall trim relies on the perception of the changing

colors of nature.

•Colors orange and brown with deep reds and

yellows are associated with the leaves and fall

fruits of apples, pumpkin, gourds, and nuts and

influence the trims used.

•Fabrics such as plaids, corduroy and flannel as

well as skeins of yarns can be used for artistic

display.Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla


Deptt, IIFT Shimla

Holiday PromotionsFor regular-price and sale-price, opportunities are:

Valentine‟s day

Easter

Mother‟s day

Memorial day

Father‟s day

Independence day

Labor day

Halloween day

Thanksgiving

Christmas

Dusshera

Diwali

Holi etc.Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla

Special Sales

New Year‟s

Founder day

Lincoln‟s day , Gandhi Day


Deptt, IIFT Shimla

Types of Displays

•Window displays

•Closed-back window

•Open-back window

•Partially open window

•Island window

•Shadow box


Deptt, IIFT Shimla

Island window

Closed back window

Open-back window

Shadow box


Deptt, IIFT Shimla

Partially open window Island window


Deptt, IIFT Shimla

•Interior displays

•Aisles

•Walls

•Shelf

•Counter

•Ledge

•Case


Deptt, IIFT Shimla

Isolated display

•The trend away form isolated displays


Deptt, IIFT Shimla

Elements of display

oMerchandise

oMannequins and forms

oProps

oSignage

olighting


Deptt, IIFT Shimla

Merchandising Presentation

(Tools & Techniques)•Techniques

•Total Look

•Colorizing

•Self selection by customer


Deptt, IIFT Shimla

Merchandising Presentation

(Tools & Techniques)

•The Backdrop

Back walls

Side walls

Ledges and the tops of shelves


Deptt, IIFT Shimla

Forms

Mannequins

Partial forms

Body forms

Mannequins alternatives


Deptt, IIFT Shimla

Mannequins

Body forms

Partial forms

Mannequins alternatives


Deptt, IIFT Shimla

Fixtures

•Hanging fixtures

•bars, stands and racks

•T-Stands

•Quad-Racks or Four Ways

•Six ways

•Multifeature fixture

•Round Racks

•Straight racks


Deptt, IIFT Shimla

•T-Stands

•Four-way Racks with water fall arms

•Adjustable six-way rack

•Round rack

•Double-rail free standing straight rack

•Counters

•Modular units


Deptt, IIFT Shimla

Non-hanging Fixtures

•Tables

•Counters

•Bins & Shelves

•Gondolas

•Transparent Display Units

•Modular units


Deptt, IIFT Shimla


Deptt, IIFT Shimla

The “Shop Concept”

•The best ways to create a unique fashion image for a store or

department is to choose a specific areas of merchandising and

emphasize it strongly.

•It creates an appealing “shop concept” within the confines of an

existing department or store

•It provides a magnet for browsing customers by providing a touch of

something unique.

•This shop concept can be established in the mind of customers by

locating one type of merchandise, such as designer brands in a small

area set aside from the rest of the department.

•Often dividers such as clear lucite partitions are brought in to indicate

the ship‟s boundaries an to set the stage for the merchandise.

•T-stands, four-ways are used to show instead of rounds or racks,

which are designed to hold large quantities.


Deptt, IIFT Shimla

Shop concept


Deptt, IIFT Shimla

Timing of Merchandise

Rearrangement•Merchandise on the floor is best rearranged on fixtures as soon

as new articles arrive in the store

•To utilize fresh merchandise to the fullest, it should be placed

near the front of the department or a high-traffic area.

•New items should be brought into visual harmony with related

older merchandise

•In order not to create a jumbled effect or confusing impact on

customers, display persons and salespeople should keep in

mind that customers appreciate seeing merchandise in families

•When a new merchandise arrives, often it is necessary to

rearrange an entire department , this occurs when there is a

seasonal change.


Deptt, IIFT Shimla

•

•Sometimes necessary to move an entire department or

category when a large shipment of autumn colors and

autumn weight sweaters arrive

•Another occasion for complete rearrangement occurs

when it is necessary to develop a competitive response to

another store.

•Salespeople should be alerted to be aware of

competitor‟s activities

•They should be encouraged to provide input about

competitors in the same market and bring in fresh ideas

from other cities – even other countries.


Deptt, IIFT Shimla

Merchandising Special Types of Goods

•Special Purchases

•Advertised Items

•Markdowns


Deptt, IIFT Shimla

Special Purchases

•To build and maintain customer traffic, buyers may find occasional

special purchases – not in broken lots or seconds but in fully

balanced supplies of size and of standard quality.

•These kinds of merchandise offerings often can be bought at a

good value and sold for a low, customer-appealing price, even

while achieving a normal or near-normal markup for the store.

•Buyers who sue this technique will benefit from media backing

•Special can be effectively displayed in the second or third rows of

fixtures

•For great impact they should be on separate fixture and colorized

and sized like all other new fashion goods

•The displayed needs to be conspicuous, not completely “out front”


Deptt, IIFT Shimla

•before arranging it should be certain that there is an acceptable

quantity of the special items

•However if the item is sold out, an effective display of that item can

create more ill will than good one between customers and store

•In planning with VM personnel, it is important to emphasize that

„signing‟ should be unusual, perhaps of a varied color combination

and larger size than regular one

•When the special sale of the merchandise has run its course,

these over-size, overcolorful signs should come down immediately.

•If there is small amount of the merchandise remaining, it can be

moved to smaller fixtures and ultimately merged with the markdown

merchandise


Deptt, IIFT Shimla

Advertised Items

•It is important for salespeople to have a regular incoming flow of

information about advertised items

•Ads can entice a customer into the store, the sales force must then

take over, provide further information , exert selling skills, and close

the sale.

•Various media choices, provide a wide spectrum of advertising

messages to the public

•When the media has been wisely chosen, the selected target

market will be responsive


Deptt, IIFT Shimla

•The principal rules for buyers to follow so that money is well

spent an produces the greatest profit for the store are the

following:

•Buy advertising space and time when there is enough merchandise to

cover the customer response. When possible have alternate merchandise

of a satisfactory style and quality that can be moved into the department if

the advertised item sell out

•Inform the salespeople of the advertising schedule. It is advantageous to

let them know the cost of the ads. This motivates them to respect the effort

necessary to bring customers into their own department/shop

•While ad is running, make sure that the advertised merchandise is in a

conspicuous location easily accessible to customers. It is advisable to

place the fashion advertised items at the front of the store

•Use signs, props, display tools and mannequins as effectively as possible,

to provide quick identification between the advertisment and the item

•T-stands and four-ways

•Mannequins dressed in the advertised items

•Signs with advertised items and prices are essential


Deptt, IIFT Shimla

Markdowns •Marketability of broken lot, soiled, and slightly outdated merchandise

•Effective solution is to mark down the selling price and arrange the left

over items is as attractive a way as possible

•A key to attractive arrangement is often an awareness of color.

•These color arrangements should be well-organized and maintain

quality appeal for customers

•This visual appeal is also quite aesthetic and does not offer a

“clearance sale” atmosphere, even the when items are being cleared

from the department

•Frequently fashion items that are out-dated can be presented

attractively when fanned out in analogous color formations

•During major clearance events, such as after Christmas, Diwali,

displaying marked-down merchandise in the second and third rows

has proven effective

•Despite the value of selling merchandise at markdown Prepared by : Rajesh Sharma, Design

Deptt, IIFT Shimla


Planning


Deptt, IIFT Shimla

•Importance of display calendar

•Events in the display calendar

•Steps in the display planning and

installation process


Deptt, IIFT Shimla

•A good display is result of planning,

coordination and cooperation.


Deptt, IIFT Shimla

visual merchandising

Education

design deptt

rajesh sharma

iift shimla

product design

art of design

design aesthetic

components design principles

overall interior store