VISUAL MERCHANDISING
Source: Dior Cruise 2019
VISUAL meaning Relating to the sense of sight MERCHANDISING meaning Merchandising is a marketing practice in which the brand or image from one product or service is used to sell another
VISUAL MERCHANDISING ?
▪ Coordination of physical elements in place of business, so that its project the right image to its customers ▪ Change a “passive looker into active buyers” ▪ Responsible for total merchandise ▪Overall business image ▪ Placements of design elements
▪It is the activity and profession of developing the floor plans and three dimensional displays in order to maximize their sales ▪ The display of products which makes them appealing and attractive ▪It utilizes displays, colors, lighting ,smells and sounds
PURPOSE OF VISUAL MERCHANDISING
▪ The purpose is to attract ,engage, motivate the customers towards making a purchase ▪ Both goods and services can be displayed to highlight their features and benefits
PRINCIPLES OF VISUAL MERCHANDISING
▪ Easy for customer to locate the merchandise at their desired category ▪ Easy selection for customer ▪ Make it possible to coordinate and accessorize ▪ Educate about the merchandise in an effective and creative way (unique selling point) ▪ Make proper arrangements in such a way to increase the sale of unsought goods
IMPORTANCE OF VISUAL MERCHANDISING
▪ Purposes are to sell products and promote store image ▪ Should always try to be different, new, and creative ▪ Change a “passive looker” into an “active buyer” ▪ Enhances brand image ▪Generates impulse sales ▪Overall business image
VISUAL MERCHANDISING SUCCESS FACTORS
ERRORS TO AVOID IN VISUAL MERCHANDISING
▪ Too much signage ▪ Confusing traffic patterns ▪ Too much propping ▪Disconnection between exterior window and store contents ▪ Poor lighting ▪No point of view ▪Inconsistency in visual executions
QUESTIONS?
CAN YOU DEFINE ROLES AS VISUAL MERCHANDISER? “ It is your imagination that need to be stimulated. Once that happen, the rest is easy. The merchandise is always the leader. “ (C.Joe, 2011) Provide great experience to customers Engage with the brand identity Create interactive and creative sales floor
OBJECTIVES OF A GOOD STORE DESIGN
Design should: ▪ be consistent with image and strategy ▪ positively influence consumer behavior ▪ consider costs versus value ▪ be flexible ▪recognize the needs of the disabled
OBJECTIVES OF THE STORE ENVIRONMENT
▪ Get customers into the store (store image) ▪ Serves a critical role in the store selection process ▪ Important criteria include cleanliness, labeled prices, accurate and pleasant checkout clerks, and well-stocked shelves ▪ The store itself makes the most significant and last impression ▪ Once they are inside the store, convert them into customers buying merchandise (space productivity) ▪ The more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buy
APPAREL WALL PRESENTATION OF THE MERCHANDISE
INCORRECT
Fashion apparel wall presentation. In the correct example, formal balance is achieved by creating a mirror image of garment on both sides of a center line. This does not occur in the incorrect example
INCORRECT
In this, Informal balance is achieved because an equal amount of space is filled on either side of a centre line. This does not occur in the incorrect example.
MERCHANDISE PRESENTATION
▪ The ways goods are hung, placed on shelves, or otherwise made available to customers ▪ Shoulder-out ▪ Only one side shows ▪ Face-forward ▪ Hanging garment so full front faces viewer
METHODS OF DISPLAY
▪ Shelving ▪ Hanging ▪ Folding ▪ Pegging ▪ Dumping
SHELVING FOLDING HANGING DUMPING PEGGING
▪ Should be current ▪ Represent styles and lines ▪ Should be well stocked ▪ In demand ▪ New (inform customers of what is available) ▪ Encourage additional purchases ▪ Promote current theme ▪ Look good on display DISPLAYED MERCHANDISE
ELEMENTS IN VISUAL MERCHANDISING
ELEMENTS STORE FRONT STORE INTERIOR MERCHANDISE DISPLAY STORE LAYOUT STORE SPACE
1. STORE FRONT The exterior of a business. It includes: 1. Signs 2.Marquee 3.Entrances 4.Window Display
SIGNS ▪ There are four different types of signs are: 1.Promotional Signs 2.Location signs 3.Institutional signs 4.Informational signs
PROMOTIONAL SIGNS ▪ For off-price events or specials.
LOCATION SIGNS ▪ For direction to specific departments
INSTITUTIONAL SIGNS ▪ Signs for the store policies
INFORMATIONAL SIGNS ▪ For product related benefits/ features/ prices etc.
MARQUEE ▪ The sign that is used to display the store name
▪Designed with customer convenience and store security in mind. ▪ There are several types of entrances each portraying a certain image ENTRANCES
▪ Revolving – up scale stores ▪ Push-Pull – full service stores often with fancy handles ▪ Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger. ▪ Climate Controlled – shopping malls. TYPES OF ENTRANCES
▪ The store’s FIRST IMPRESSION with the customer. ▪ Begin the selling process even before the customer enters the store. ▪ Suggests the type of merchandise carried in the store WINDOW DISPLAYS