Visual Merchandising PPT
Download
Report
Transcript Visual Merchandising PPT
VISUAL MERCHANDISING
AND DISPLAY
Chapter 18
Visual Merchandising
Refers to the organization of all physical
elements in a place of business so that it
projects the right image to its customers.
Display
Refers to the visual and artistic aspects of
presenting a product to a target group of
customers.
Whereas, visual merchandising involves the
visual and artistic aspects of the entire
business environment.
Elements of Visual
Merchandising
Visual merchandising is used to make a store
and its merchandise SO attractive that the
customer will enjoy the shopping experience
and want to return.
This is done through the use of these
elements:
storefront
store layout
store interior
interior displays
Storefront
The total exterior of a business. This includes
the entranceways, display windows, and the
building itself, etc.
A well designed storefront can project an
appropriate image, for example…discount or
expensive, conservative or trendy.
Marquee:
Is the sign that is used to
display the store’s name.
This is one of the first
things customers see, so
it is very important in
attracting customers.
Signs
Entrances : enter/exit
doors
Window Displays
Storefront
Store Layout
Refers to the way store
floor space is distributed
to facilitate sales and serve the customer.
There are 4 different kinds of space….
Store Layout
1. Selling space: assigned for interior
displays, sales demonstrations, and
sales transactions.
2. Merchandise/Storage space:
assigned to items that are kept in
inventory.
Store Layout
3. Personnel space: assigned to store
employees for lockers, lunch breaks, and
restrooms.
4. Customer space: assigned for the
comfort and convenience of the customer.
Ex. Dressing rooms, lounges, etc.
Store Interior
Store interior: involves the selection of such
diverse elements as floor and wall coverings,
lighting, colors, and store fixtures can powerfully
affect the store image.
Color
Lighting
Graphics
Paint
Fixtures
Interior Displays
Can be
point of purchase
interactive kiosks
props
Interior Displays
There are 5 types of interior displays…
1. Closed displays: allow customers to see
merchandise, but not handle it. Ex. Jewelry store.
2. Open displays: allow customers to handle and
examine merchandise without the help of a
salesperson. Ex. Clothing stores.
3. Point-of-Purchase displays: are displays
designed mainly to promote impulse purchases. Ex.
Magazines and gum at the grocery store.
Interior Displays
4. Architectural displays: consist of model
rooms that allow customers to see how
merchandise might look in their homes. Ex.
Furniture store.
5. Store decorations: are displays that
coincide with specific seasons or holidays.
Key steps of creating a display
STEP ONE:
Select
merchandise
STEP FOUR:
Manipulate
Artistic
elements
STEP TWO:
Select display
STEP FIVE:
Evaluate
Completed
display
STEP THREE:
Choose
a setting
Color Wheel
•Complimentary colors
•Adjacent colors
•Triadic colors