Visual Merchandising and

Store Management UNIT 3 ELEMENTS OF VISUAL

MERCHANDISING- II
Structure
3.0 Objectives
3.1 Introduction
3.2 Displays
3.3 Types of Display
3.4 Types of Display Setting
3.5 Common Errors in Display
3.6 Essentials of Good Display
3.7 Props
3.8 Mannequins
3.9 Let us Sum Up
3.10 Key Words
3.11 Answers to Check Your Progress
3.12 Terminal Questions

3.0 OBJECTIVES
After studying this unit, you should be able to:
● explain the concept of displays;
● classify different types of displays;
● identify the errors in displays;
● discuss the essentials of good display;
● describe the importance of props in retail store; and
● discuss about mannequin and its types

3.1 INTRODUCTION
In India, it has been observed that stores are of comparatively small size and are located
in a Mall where they lack windows. But retailers should understand that within the
store, there may be several points to place the beautiful displays. They should understand
the layout sense and making use of proper place. Display is the arrangement of
merchandise and supporting props in a manner to attract the attention of a prospective
customer. The main purpose of display is to attract attention to the merchandise, arouse
interest and desire as well as to inform the customer about the latest fashion trends,
price, etc. In this unit, you will learn about the concept of displays, different types of
displays, and errors in displays. You will further learn about props, importance of props
and types of mannequins.

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 Elements of Visual
3.2 DISPLAYS Merchandising- II

Before starting to plan a display, one needs to arrive at a theme or an idea that will not
only stimulate sales, but also stimulates the display person to create an exciting, eye-
catching display based on that theme/idea. Themes are the easiest way to approach a
display. Display plays a very important role in introducing and familiarizing a new product
launched to the customer. Displays can be broadly divided into: a) Window Displays and
b) In-store Displays. Let us learn about them in detail.
Window Displays: Window is the most significant aspect of a store. It communicates
style, content and price-point pertaining to the store merchandise. Window displays act
as an introduction to the inside store. Given the fact that a pedestrian takes only a few
seconds to consider a store window, a window display should be well planned to make
the most impact. The main intension of the retailers should be to capture the attention of
the passersby. Figure 3.1 describes about the different types of windows which are
discussed below:
i) Closed back windows: They are windows with a glass panel in the front facing
the aisle or street with a wall at the back and at the sides with a door to enter into
the window area. They are usually large in size and are seen in large department
stores. These windows are preferred by some visual merchandisers as they have
to concentrate on the merchandise being displayed. They do not have to worry
about the interior of the store interfering with the display like in open back windows.
ii) Corner Windows: The corner window faces to street that is perpendicular to
each other. When the store occupies a corner location, it should take advantage of
the fact that the passersby will cover two sides of the store.
iii) Open back Windows: Retailers who prefer that their store to be visible from the
outside use this style of window as these windows do not have a back wall. For
this reason it is important that the store interiors be maintained at all time. Caution
needs to be taken that the window display looks presentable from all sides. It has
been noticed that this kind of window tend to invite shoppers (especially children)
to touch the merchandise, which makes it unfit to display expensive merchandise.
i) Windowless Stores: Some stores do not feel the need to have a conventional
window. The thought behind this style is that the store interior and merchandise
should be impressive enough to attract customers inside. This style of windows is
usually seen in malls.
ii) Showcase Windows: They are small elevated enclosures used to display small
items like jewelery, watches, and sunglasses. They are raised to make viewing
easier.
iii) Arcade Windows: When the door of the store is recessed inside to extend the
size of the windows is called arcade window.

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Visual Merchandising and
Store Management

Figure3.1 Types of windows

In-store Displays: In-store displays should be in line with the window display in terms
of theme and props. Let us see figure 3.2 which describes about the different types of
in-store displays which are as follow:
i) High points: When a display is placed above the eye level to be viewed from a
distance is called a high point. They are usually on the top shelf of the walls fixtures
featuring the merchandise stacked/hung on that wall. They are used to demonstrate
the use of this merchandise and inspire the fashion trends.
ii) Focal points: Focal points are dedicated areas within the store for displays. They
display the merchandise stacked around that area which may be from different
departments. They are good source to encourage cross merchandising.
38
iii) Island displays: An island displays allow the merchandise presentation to be viewed Elements of Visual
Merchandising- II
from all sides. Hence it is very important that the display should be well thought of
and presentable from all 360 degrees.

Shoppers Stop, Andheri

High Points.

Figure 3.2 Types of In-store displays

3.3 TYPES OF DISPLAY

You have already seen how a display should help promote sale. Let us now study the
different types of displays:
i) One item display: In this display only one item or merchandise is displayed usually
of very high value and one of a kind design. It is usually used for high end fashion
boutiques, one of a kind jewelery, automobiles etc.
ii) Line of goods display: When only a single type of merchandise is displayed like
all denim pants, all saris, all skirts, it is referred to as line of goods display. Care
should be taken to show some connection between the merchandise displays like
they all could made from the same material, of represent the same theme/ color or
may be designed be the same designer. If not done properly the display would not
look relevant.
iii) Related merchandise display: This is the most common type of display.
Merchandise that are meant to be used together or can be cross merchandised
base on their color, theme, and design etc. are displayed together. Example: a dress
can be displayed with matching accessories like bag, shoes, hat, jewelry etc. or
dinner plates are displayed with matching table mats, cutlery, glasses and center
pieces etc.
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Visual Merchandising and iv) Assortment display: A variety of merchandise that is sold in the same store,
Store Management
when displayed together it is called assortment display. These items may or may
not be related to each other.
v) Promotional display: When display is done to emphasize particular merchandise
while promoting a particular concept and theme is called promotional display.
Example: Provogue promotional campaign of “Be the change” to promote their
new brand ambassador and new trendy collection or Platinum Guild India (PGI)
promotion of “Platinum Day of Love” to promote wedding bands and engagements
rings.

vi) Institutional display: These displays do not promote a particular merchandise or

item. They are general in a way that they promote an idea or theme that projects
an image of the store. Example: Diwali displays, Christmas displays or displays
base to support and national event or a social cause like breast cancer etc.
Check your Progress A
1. What is meant by window display?
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2. What do you mean in-store display?
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3. What is Island display?
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4. What do you understand by one item display?
...................................................................................................................
...................................................................................................................
...................................................................................................................
5. Differentiate between assortment display and promotional display.
...................................................................................................................
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40 ...................................................................................................................
 Elements of Visual
3.4 TYPES OF DISPLAY SETTING Merchandising- II

Creating an attractive product display setting can draw the customer in, promote a
slow-moving item, announce a sale, or welcome a season. Figure 3.3 shows about
different types of display settings which are:
i) Realistic setting: A realistic atmosphere is presented to display merchandise.
The setting resembles a drama/ theater stage, to resemble a living room, a bed
room, a garden as the case may be depending on the theme and merchandise to be
displayed. This setting relates the perfect drama when used in closed windows.
Example: A realistic beach environment created to display summer/ beach wear
collection.
ii) Semi realistic setting: When a display gives just a hint of the scenario without
the minute details of a stage setup, it is called semi realistic setting. This type of
setting is usually used when the budget or time does not permit an elaborate stage
like setup. They are used more commonly and are equally effective in conveying
the idea. Example: Provogue “This Summer Feel the Heat” window display. Simple
palm leaves, coconuts and a surf board conveyed the idea of a fun beach setting.
iii) Environmental setting: In this type of setting the merchandises are depicted the
way they will be used. Everything on display in this setting is for sale in the store.
Example: Home store displays for dining tables with dinner settings and center
pieces, glassware, table mats, etc.
iv) Fantasy setting: It is an unrealistic setting where a designer can let loose its
imagination to what he things will attract the most attention. It can be any theme,
any idea. It can be based on a fairy tale like Snow white or Alice in wonder land, it
can be larger than life props, or mannequins hanging upside down from the ceiling.
It could be as detailed or as minimal as budget and timeline may allow.
v) Abstract setting: The display revolves around the merchandise itself and the
visuals and props are kept to the very least just to support the overall message. The
visual and props are usually general graphic shapes and forms with no particular
message yet supporting the overall idea of the display. Example: Platinum Guild
India exhibition window display was minimal with props used in the form of twigs
to depict their organic designs.

Figure3.3 Types of display settings

3.5 COMMON ERRORS IN DISPLAY

Display is a planned and organized activity and should not be left to be thought at the last
moment. Every inch of the display area should be thought of and considered while
planning a display. However while planning a display one should try and avoid some of
the common errors that are seen in displays. Different types of errors which may occur
in displays are: 41
Visual Merchandising and i) Overflowing displays: It is very important that the display does not look
Store Management
overcrowded neither with prop nor with merchandise. Too many props will steal
the focus away from the merchandise, which will not only defeat the purpose the
display but also topple the display budget. Similarly too many merchandise will
dilute the message of the display unless the message to show discount sale or
clearance sale. It is important to note the cost of the merchandise should be taken
into account while deciding how many products are to be displayed. High value
merchandise if displayed in crowd will lose its credibility.
ii) Vacant displays: Contrast to an overflowing display, a vacant display will give an
impression to the customers that the store is going out of business or is about to
close down. It might suggest that the store does not have enough merchandise for
sale. A right mix of props and merchandise makes a world of a difference.
iii) Inappropriate use/placement of props: Using props that do not relate to the
merchandise or the theme of the displays can look poorly planned. Likewise the
props should be place and used correctly to direct the attention of the customers to
the desired merchandise.
iv) Display life: A proper and predefined VM calendar is a very important for the
proper functioning of the visual merchandising department. Manufacturing display
props is a cost and its life should be well thought over. Not changing the display at
regularly creates monotone and gives a message that the store does not have
enough merchandise to display.
v) Cleanliness: The display area should be kept clean at all times. If the props,
mannequins, display area and merchandise start gathering dust it reflects very
poorly on the store.
vi) Lack of underlining theme: If the theme for the display is not properly thought
through it will be reflected in the display. The idea of a display is to give a clear
message to the buyers. Just placing the merchandise with so random motives do
not solve the purpose.

3.6 ESSENTIALS OF GOOD DISPLAY

If you are feeling lonely at work, then it’s time to do something to increase foot traffic to
your retail store and walk-in business. No matter what your retail store sells, there are
many things you can do to attract more customers. You need to first devote time and
energy to sprucing up your retail store. Take a look at your window displays. Do they
tell a compelling story about what’s inside? Eye-catching displays are the best way to
entice people to step inside your store. A good display has five steps to its success:
i) Attract attention: This is the first step towards sale. A display should attract and
hold the attention of the buyer. Diverting attention of the rushing pedestrians is not
an easy task, let alone stopping them in their tack or even diverting them from their
path. A visual merchandiser can use color, lighting, props, text, etc. to do so.
ii) Arouse interest: Once the attention a captured the display should guide the
customer’s attention towards the desired object or merchandise. In doing so the
display should hold the attention of the customer long enough to evoke interest
about the merchandise.
iii) Create desire: The properties of the merchandise should stand out in the display.
Its advantages and benefits should be projected. The use of the product should be
clearly demonstrated. The main idea behind doing a display is not for it to just look
pretty. The desired outcome of the efforts put in doing a display is to evoke a sale
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 transaction. For doing so a display should excite the customer, tell him why he Elements of Visual
Merchandising- II
must have the merchandise.
iv) Win confidence: The display should create a feeling of reliability and trust in the
product and the store. And prestige for the customer in owing the merchandise.
However care should be taken that the display does not show the merchandise in
false light.
v) Cause a buying decision: The first four steps should be so impressive that buying
should seem like the only obvious decision. The display should thus aid the customers
buying decision.

3.7 PROPS
You have already learnt about displays, types of display settings, common errors in
displays and essentials of good display. Figure 3.4 elaborates about props. Let us now
learn about it.
Anything that assists a display is known as a prop. Props are special elements which
help to communicate the concept of a store’s image and add an accent to the environment
that is being created. Many Hollywood or Bollywood films depend on the use of props
to project a feeling of reality on the screen. As in motion pictures, a retailer has the
option to fill display sets with props that can help maximize sales as well as merchandise
flavour. For instance, the ‘Fall’ theme can be promoted by bringing in a rake, dried
leaves and a wheelbarrow as props for store merchandise. The famous fashion designer
Ralph Lauren used saddles and stirrups to merchandise belts. Waterworks, the store,
promoted its bath products using an old bathtub, filled with clear Christmas ornaments
as a backdrop. Similarly, towels, sun-tan lotion, sunglass and a beach umbrella-as the
backdrop for summer merchandise on display. Equally important is awareness about the
local festivities and events in the area. In other words, if there is a music festival in the
town and if the store merchandise has no connection with music- the props in the store
can still reflect the event through select musical instruments propped as background
accents in its display. The best recommendation to find or gather props is to look no
further than the storage area at a friend/relative’s place. Start with people who have an
established reputation for bargain hunting and collecting, and recruit them as your prop
supplier. Unusual items like wire baskets, old-fashioned fruit scales, funny hats, picture
frames, cycles and automobile parts, antiques and artificial flowers, etc. often serve as
great props. A quick dash of spray paint on some of the items may give new life to the
not-so-new products. Since props are usually used to enhance the products, it is best to
display the merchandise in front of the props. There should always be interaction between
the props and the product. A good display is always based on a good idea and does not
have to depend on big budgets. Bespoken props usually demand an investment but can
create a great impact. However a good impact can also be created by using simple and
cheap props and materials (even in the form of everyday items) in an artistic and creative
way. To do so a visual merchandiser should be proactive and well aware of the market
availabilities, as to what new materials can be used in the displays. Regular visits to the
local wholesale markets are a must for a visual merchandiser to gather information on
the latest availabilities. Care should be taken that the props do not overshadow the
merchandise. Remember that a prop is to support the merchandise and the theme of the
display. There is no predefined formula for the ratio of props to merchandise but it is
best to remember that the merchandise should always be the hero of the display.
Recycling props is not an uncommon concept, especially if the props are expensive.
They can be refurbished or repainted to be used again with a new look. However a
visual merchandiser should give a good long interval between the use and reuse of the 43
Visual Merchandising and props or they will create monotony in the display. Recycling is a good way to cut cost
Store Management
but it should not cut into the customer expectations.

Figure 3.4 Props

3.8 MANNEQUINS
Mannequins have been used to display and sell merchandise for decades now and are
still the most favored prop of visual merchandisers. They are the silent sellers of the
merchandise. They should be utilized and handled properly. Maintaining the mannequins
is very important as a broken or chipped mannequin can look very shabby and ruin the
entire effect and drama required for an effective display.

Types of Mannequins
There are a variety of mannequins available in the market. It is important to choose a
style of mannequin that suits the image of the brand. Different types of mannequin are
as follow:
i) Realistic mannequin: They are made to look as close to the humans body as
possible, in terms of features, proportions, color, hair and posture. They have clearly
defined facial features, eyelashes, perfectly applied make-up and can wear a wig.
Realistic mannequins are like supermodels – they are beautiful and a little high
maintenance, but their striking presence causes people to notice them. The hair is
usually a wig with soft hair with natural texture which can be groomed and stylized
to suite the theme. The face has a hint of makeup with subtle colors.
ii) Semi-realistic mannequin: There are more or less like realistic mannequins with
some significant changes. Either the color could be any other color that the natural
human color, or their features could a little over embellished, or their posture could
be unrealistic, etc
iii) Headless mannequin: Realistic or semi realistic mannequins with arms and legs
but without the head are called headless mannequins.
iv) Abstract mannequin: They are usually dramatized mannequins with elaborate
features, makeup or proportions. The main intension is to add dram to the space.
They can be mannequins with really long arms and legs, or exaggerated features,
etc.
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 Elements of Visual
Merchandising- II

Types of Other Display Forms

Apart from the traditional mannequins there are other forms of displays shown in figure
3.5 and are as follow:
i) Bust forms: They are also called tailor mannequins. Usually used in high end
boutiques they do not have a head or limps and do not have the details like in a
realistic mannequin. It is a basic structure displayed on a rod stand. As the rod is
attached to the center of the form it cannot be used to display trousers and pants.
ii) Torso: Just like the bust form they are the mid portion of the human figure. However
they have details of a realistic mannequin. They are usually used in in-store display,
on nested table and high points.
iii) 3/4 torso: They are the mid portions of a human figure along with the arms and a
portion of the legs. Since the rod is attached on one of the leg trouser can be
displayed.
iv) Head forms: They are a portion of the neck and the head. They can be either
detailed or abstract. They are used to display accessories and jewelry
v) Leg forms: They can be used to display hosiery, shoes and socks.
vi) Flexible mannequins: They can be reshaped to any posture to suite the display
theme. However due to their lack of features they are not used as often.

Check Your Progress B

1. Differentiate between realistic setting and fantasy setting.
...................................................................................................................
...................................................................................................................
...................................................................................................................
45
Visual Merchandising and
Store Management 2. Enumerate four essentials of good displays?
...................................................................................................................
...................................................................................................................
...................................................................................................................
3. Enumerate three common errors that may take place while planning to display
the merchandise.
...................................................................................................................
...................................................................................................................
...................................................................................................................
4. What do you mean by props?
...................................................................................................................
...................................................................................................................
...................................................................................................................

5. State whether the following statements are true or false.

i) Everything on display in environmental setting is not meant for sale.
ii) A good display is always based on a good idea and does not have to depend
on big budgets.
iii) Flexible mannequins can be reshaped to any posture to suite the display theme.
iv) Attracting the attention of the customers is the first step towards sale.
v) Mannequins without arms and legs and head are called headless mannequins.

46
Figure 3.5 Forms of display
 Elements of Visual
3.9 LET US SUM UP Merchandising- II

Display is the arrangement of merchandise and supporting props in a manner to attract

the attention of a prospective customer. The main purpose of display is to attract attention
to the merchandise, arouse interest and desire as well as to inform the customer about
the latest fashion trends, price, etc. Display plays a very important role in introducing
and familiarizing a new product launched to the customer. Displays can be broadly
divided into: a) Window Displays: Windows may be of different types such as: Closed
back windows, open back window, corner window, showcase window, and arcade window
b) In-store Displays: In-store displays should be in line with the window display in
terms of theme and props. Different types of in-store displays are as follow: High points,
focal points and Island displays. We have already seen how a display should help promote
sale and what is window display and in-store displays, we should now study the different
types of displays which are: One item display, line of goods display, Related merchandise
display, assortment display, promotional display, and institutional display. Creating an
attractive product display setting can draw the customer in, promote a slow-moving
item, announce a sale, or welcome a season. Different types of display settings are:
Realistic setting, semi-realistic setting, environmental setting, fantasy setting, and abstract
setting. Display is a planned and organized activity and should not be left to be thought
at the last moment. Every inch of the display area should be thought of and considered
while planning a display. However while planning a display one should try and avoid
some of the common errors that are seen in displays. Different types of errors occur in
displays are: Overflowing displays, vacant displays, inappropriate use/placement of props,
display life, cleanliness, and Lack of underlining theme. Props are special elements
which help to communicate the concept of a store’s image and add an accent to the
environment that is being created. Anything that assists a display is known as a prop.
Since props are usually used to enhance the products, it is best to display the merchandise
in front of the props. There should always be interaction between the props and the
product. Care should be taken that the props do not overshadow the merchandise.
Remember that a prop is to support the merchandise and the theme of the display.
There is no predefined formula for the ratio of props to merchandise but it is best to
remember that the merchandise should always be the hero of the display. Mannequins
have been used to display and sell merchandise for decades now and are still the most
favored prop of visual merchandisers. They are the silent sellers of the merchandise.
Maintaining the mannequins is very important as a broken or chipped mannequin can
look very shabby and ruin the entire effect and drama required for an effective display.
There are a variety of mannequins available in the market. It is import to choose a style
of mannequin that beat suits the image of the brand. Different types of mannequin are
as follow: Realistic mannequin, semi-realistic mannequin, headless mannequin, and
abstract mannequin

3.10 KEY WORDS

Assortment Display
Abstract Setting
Arcade windows
: It refers to an open or closed display in which a retailer
exhibits a wide range of merchandise for the retail traffic.
: In this setting the display revolves around the
merchandise itself and the visuals and props are kept to
the very least just to support the overall message.
: When the door of the store is recessed inside to extend
the size of the windows its called arcade window.
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Visual Merchandising and Island Displays
Store Management
Mannequin
Props
Torso
Vacant Displays
: An island displays allows the merchandise presentation
to be viewed from all sides.
: Also called a dummy, lay figure or dress form is an often
articulated doll used by artists, tailors, dressmakers, and
others especially to display or fit clothing.
: Props is commonly used with the prepositional phrase
“to (someone)”. As a stylish way to acknowledge
someone’s skill or achievement, props has become quite
common in modern text and email conversations.
: It is the upper part of the human body excluding the
head and arms.
: Contrast to an overflowing display, a vacant display will
give an impression to the customers that the store is
going out of business or is about to close down.

3.11 ANSWERS TO CHECK YOUR PROGRESS

i) False ii) True iii) True iv) True v) False

3.12 TERMINAL QUESTIONS

1. What do you mean by window displays? What are its different types? Discuss in
detail.
2. What is meant by In-store displays? Explain the different types of in-store displays.
3. Discuss in detail the different types of displays.
4. Describe the different types of errors that may generally occur while planning to
display the merchandise in a retail store.
5. Explain the essentials of a good display.
6. What do you mean by mannequins? Discuss its different types in detail.
7. Write short notes on the following:
a. Semi-realistic setting
b. Environmental setting
c. Fantasy setting
d. Abstract setting

Activity: Visit a mall in your near by area and list out the different types of displays
setting being followed by the stores.

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