This document discusses visual merchandising and its importance in retail. It defines visual merchandising as the physical display of goods in the most appealing manner to increase sales. Key elements of visual merchandising discussed include merchandise, lighting, props, signage, theme, and factors for success. The purpose of visual merchandising is to create eye-catching displays that educate customers and influence their purchasing decisions.

1. VISUAL MERCHANDISING
CREATIVE DISPLAYS

2. INTRODUCTION
Visual Merchandising (VM) is the art of

presentation, which puts the merchandise
in focus.
 A neat, eye-catching window display is an
effective way to stop pedestrian traffic and
entice people to enter your store.
 It educates the customers, creates desire
and finally augments the selling process.

3. Visual merchandising is not a science;

there are no absolute rules.
 It is more like an art in the sense that there
are implicit rules but that these also exist
to be broken for striking effects.
 The main principle of visual merchandising
is that it is intended to increase sales.

4. DEFINITION
 Visualmerchandising is
defined as the physical display
of goods in the most appealing
and attractive manner
possible.

5. ELEMENTS OF VM
Many elements can be used by visual

merchandisers in creating displays,
including color, lighting, space, product
information, sensory inputs such as smell,
touch, and sound as well as technologies
such as digital displays and interactive
installations.

6. Visual merchandising is the

art of implementing effective design ideas to

increase store traffic and sales volume.
an art and science of displaying merchandise to

enable maximum sale.
is a tool to achieve sales and targets, a tool to

enhance merchandise on the floor, and a
mechanism to communicate to a customer and
influence his decision to buy.
uses season based displays to introduce new

arrivals to customers, and thus increase
conversions through a planned and systematic
approach by displaying stocks available.

7. PURPOSE
Retail 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.
Providing information on sizes, colors & prices.

Informing about the latest fashion trends by highlighting

them at strategic locations.
Merchandise presentation refers to most basic ways of

presenting merchandise in an orderly, understandable,
’easy to shop’ and ‘find the product’ format. This easier
format is especially implemented in fast fashion retailers
such as Forever 21 and H&M.

8. TYPES OF WINDOW DISPLAYS
Enclosed windows: have a full background and

sides that completely separate the interior of the
store from the display window.
Ramped windows: floor is higher in back than in

front
Elevated windows: from 1 to 3 feet higher than

sidewalk
Shadowbox windows: small, boxlike display

windows

9. Semi closed windows: have a partial

background that shuts out some of the
store interior from those viewing the
window
 Open Windows: have no background
panel and the entire store is visible to
people walking by
 Island windows: four sided display
windows that stand alone, often in lobbies.

10.  VM helps in:
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.
Enables a successful selling process, from

browsing to buying.
Setting the company apart in an exclusive position.


11. 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.

12. Components of Visual
Merchandising
There are certain things which a retailer

needs to take care while proceeding
with the process of displaying his
products. These components when
combined together in a proper ratio will
make a successful outcome.

13. MERCHANDISE
One category, or line

of goods
Related groupings

Theme groupings

Variety or assortment

groupings: collection
of unrelated items all
sold at the same
store.

14. LIGHTING
Used to direct

customer’s attention to
the display
Use more light for dark

colors, less light for
light colors
Beam spread

Spotlighting: focuses

attention on specific
areas or targeted items
of merchandise
Pinpointing: focuses a

narrow beam of light on
a specific item

15. PROPS
Objects added that support the theme of the

display.
Functional Props: used to physically support the

merchandise. (mannequins, stands, panels, screens,
etc)
Decorative Props: used to establish a mood or an

attractive setting for the merchandise being featured
(ex: mirrors, flowers, seashells, surfboards, etc)
Structural Props: used to support functional and

decorative props and change the physical makeup of
displays. (boxes, rods, stands, stairways, etc)

16. SIGNAGE
Includes individual letters and complete

signs. Often on some kind of holder.
 Can tell a story about the goods.
 Should try to answer customers questions.
 Should be informative and concise.
 Can include prices, sizes, department
location.

17. THEME
Display themes to

appropriately
support the
product & Inform
the customer.

18. Right choice of

colors is vital
Music

Scent


19. SUCCESS FACTORS OF VM
Merchandise

20. CONCLUSION
Tips to grab the attention of a busy person and

lure them into your store to make a purchase,
Grab their attention.

Work with your vendors.

Work with artists.

Show your holiday spirit.

Think outside the window box.

Be a quick change artist.

Don't forget lighting.

Keep those windows clean.


21. There are so many

things we can spend
time on. Do not forget to
allocate time to your
retail window displays
because they can truly
be a huge contributor to
growing revenues and
an expanding customer
base.
Do not let that quot;windowquot;

opportunity pass you
by.

22. THANK YOU