Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus and in

perspective too. It educates the customers, creates desire and finally augments the selling process.

It sets the context of the merchandise

in an aesthetically pleasing fashion,
presenting them in a way that would
convert the window shoppers into
prospects and ultimately buyers of the
product. A creative and talented
retailer can use this upcoming art to
breathe in new life into his store
products.

A creative and talented retailer can use this

upcoming art to breathe in new life into his
store products.

Passion for design and creativity are essential

to be a good visual merchandiser. A perfect
design process and the ability to create ideas
that are different are required.

Awareness of happenings in fashion world is

needed so as to keep up-to-date with the
dynamics of the market constantly

Visual merchandising includes window

displays, signs, interior displays, cosmetic
promotions and any other special sales
promotions taking place.
 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.

Make merchandise the focal point:

The main goal of display is to showcase the

products within the overall display area.
Customers give three to five seconds of their
attention to window display. The retailers
visual message should be conveyed to the
customer in that short period of time eye.

Right choice of colors

Color is one of the most powerful tools in the

Visual Merchandising segment. It is a visual
perceptual property. Colors can be associated with
emotions, special occasions and gender. It attracts
attention and pulls more customers into the store.
A retailer has to focus on the right choice of color
that would match with the theme of display.
 Display themes to appropriately support the product:

Its essential to have themes for all retail

displays. They can be romantic, wild, or
 
capricious, and capture peoples
imaginations.

A good theme will lure the customer with a

shopping mood into the store. Themes
mainly depend upon the retailers
imagination and creativity. Focusing on the
right theme rather than creating a display
with expensive raw materials is the key to
successful window display

Display should complement the

retailers other strategies:

The content of the display should

complement the in store
environment and other marketing
strategies of the retailer. If the
retailer has a specific logo, the
colors of the display can reflect the
same color of the logo.
 You can’t put a price on originality.
We’re going to try anyway.

Converse is synonymous to popular
youth culture. From peppy college
youth to punk-rock metalheads,
street-smart, hip-hoppers, brooding
grunge lovers to the zestful sports
enthusiasts, everyone is swears by
Converse.
Established in 1908, over the last century, those unique individuals who
have shaped sports, fashion and popular culture the world over have
worn Converse shoes. They are those who lead by inspiring others.
Similarly, Converse has always been a leading innovator – the iconic
Chuck Taylor is the number one shoe sold worldwide. And today, the
company is one of the fastest growing footwear companies in the world

The core target market for Converse

is the “optimistic rebel” who wants
to be different, irreverent, and
creative.”Chucks is the everyman
shoe and it inspires originality. The
shoes have a unique attitude and are
massively simple.

Although black high-tops are the

most popular and original, there are
such styles as gray, black, and pink
plaids low-tops to peace signs high-
tops. Third, they are the shoes that
will match any type of personality
and fit any clothes. Emotional people
can wear black, while happy-go-
lucky groups consider bright colors
and patterns.
Unique Visual merchandising:

As already discussed, the target market for Converse is essentially the youth, the
uncomplicated rebels with creativity and simplicity. The visual merchandising of Converse is in
sync with the sentimentalities of this section.

The VM is focused around the products. It does not use the shock and awe factor, rather the
attractiveness lies in its elegant simplicity.

The main USP of Converse is not the individuality and exclusivity of the products but their easy
funkiness. Therefore, all the merchandise is given equal floor/rack space.

Since the products are affordable, cutting across all economic segments, the ambience of the
store is cozy and relaxed. There is no effort to make it look sophisticated. The use of bright and
glossy colour themes is seldom used in the stores.
Converse showrooms flaunt their lineage and history whenever possible. The merchandise is set in a
very informal way, which gives it a feel of earthy bohemia.
 Converse VM is funky. It oozes raw exuberance and derives heavily from popular
culture, be it the streets , music or sports. It is freaky and it is fun!

ver

Converse is music. This is its main reason for tremendous popularity. It is well displayed in
its VM and promotional activities.

ROCK ‘n ROLL with

CONVERSE
 PUMA, is a major German
multinational company that
produces high-end athletic
shoes, lifestyle footwear and
other sportswear.

Puma symbolizes the

combination of speed, power
and elegance.

Puma has leveraged savvy

urban hipster circles and is
targeted towards a niche
market of upwardly mobile,
seeking an individual
expression.

What makes Puma different from other active

sportswear brand is that it has integrated
fashion and lifestyle features seamlessly.

Puma products have distinctive sleek shapes

and come in eclectic colour combinations that
stand out n the crowd.
 Visual merchandising that sets them apart:

Does not deviate from the central theme:

Puma VM does not deviate

from its central Red and White
theme which creates a lasting
impact upon the customers.
This also relates to its iconic
brand logo, giving it more
visibility and unique
identification.

Swanky interior that has a

squeaky clean image. It is
keeping in mind with its upper-
middle class target group who
are chic and sophisticated.

It does not have a rusty or

earthy feel; it rather dazzles
and mesmerizes the customer.

The ideal rich boy’s

playground.
The other major hallmark of
Puma showrooms is use of
distinctive geometric shapes
like arcs, rectangles etc that
define purpose and clarity.

The showrooms generally also

have plenty of free floor-space
available that gives the
customers freedom to roam,
contrary to many other outlets
which are cramped and stacked
with merchandise.

The stores normally have

bright and clear white
light which compliment
the colour theme.

The stores are very

modern and minimal in
their look, feel and
layout.

Selected merchandise on
display, like a limited
edition or a new line is
given individual focus to
capture the attention of
the customers
 Puma VM is targeted to portray motion, agility and a sense of exhilarating power through its
displays.

The images speak more than words.

Puma is for those who believe in pushing
themselves beyond the edge, who touch
the limits and surpasses them.

Usain Bolt, speed-king; face of

Puma
The extravagance of youth…

Puma lifestyle products are targeted at the youth who have the means to splurge and live an “on-
the- go” and colourful life. The Puma visuals portray the vibrancy of this idea and their products.