VISUAL MERCHANDISING AND DISPLAY MANAGEMENT

 It is a tool used by retailers to attract and engage customers in store

 The main objective of this tool is to increase sales.
 This practice include presentation of products, window display, interior, exteriors,
lightening , scent etc.
 Earlier this practice was used in traditional stores but now this is also being used in
online stores.

TOMMY HILFIGER

HISTORY
 Tommy Hilfiger is a world’s leading life style brand.
 It was founded in 1985.
 Headquarters Amsterdam , Neatherlands .

VISUAL MERCHANDISING AND DISPLAY MANAGEMENT OF TOMMY

HILFIGER
 Tommy Hilfiger has a separate team who looks for visual merchandising and display
management.
 That team looks for store display, product presentation, runways etc.
 The team is responsible for store’s window display and creative installation.
 Tommy Hilfiger divides their stores in 4 categories REGULAR, SPECIALITY, ANCHOR
AND FLAGSHIP.
 Visual merchandising team work according to the store like speciality store is
displayed more elaborately , Team visit every 3rd or 4th week to flagship stores etc.
 TECHNIQUES
WINDOW DISPLAY:

 It is a window on the entrance of the store it basically used to display mannequins ,

offer, theme etc.
 TOMMY HILFIGER keep their window updated according to the nation, festivals ,
offers, culture, seasons etc.

IN STORE DISPLAY

 This is a practice done by store retailers to display and to present products in such a
manner so that the targeted customers can easily check out the products which will
ultimately lead to sales.
 Tommy Hilfiger display their products by dividing them into sections of men,
women, kids, accessories( wallets, belts, handbags, perfumes, bagpacks ) and
footwear so that the shopping experience of customers will be easy, systemized and
convenient.

PROMOTIONAL DISPLAY

 It is a display which tells the customers about the offering of the stores .
 Tommy Hilfiger always practice promotional display as it is one of the major thing to
increase sales, the examples of this practice are like ( 30%off on 1 product, 40% off
on 2 product and on the purchase of 4 product flat 50% off and a wallet free).

MUSIC, LIGHTS AND COLOUR

 Music, light colour and odour are the few more things which attracts the customers
to stay in store, more presence of customers in store might lead to sale.
 Scent marketing is also a part of V.M
 Light has one more significance, that is the colour of every product should display
well
 UNITED COLORS OF BENETTON

HISTORY
 U.C.B is a fashion brand who serves worldwide.
 It was found in 1965 in Italy.
 Headquarters are in Ponzano Veneto, Italy.

VISUAL MERCHANDISING AND DISPLAY MANAGEMENT OF

UNITED COLORS OF BENETTON (U.C.B)
 U.C.B focus on few objectives when it comes to visual merchandising, these
objectives are like – how to make departments of different merchandise, best
products display techniques, an alternative store out let etc.
 Sore designing is a consistent retailer’s strategy to meet the need of targeted
customers and build competitive.

TECHNIQUES
WELL DESIGNED STORE

 U.C.B’S entrance offers promises and creat expectation in the mind of customers,
which will create positive impact on the mind of one who is entering store.
 After entering the store customer will find well presented products in different
department which will make his/her shopping experience easy.
 The pleasant music, light and odour will give customer an exotic feeling.

FLEXIBILITY

 UCB makes stores with maximum adaptability and flexibility so that they can make
changes according to the expectations of consumer, culture, nation,seasons etc.
 Hassel- free changes in products needs a flexible store.
LAYOUT

 Store layout is a very basic thing which is designed to meet the strategies of retailer
and consumers.
 UCB makes signs and direction for different section so that customers can easily
approach the department of particular merchandise.
 A well layout store helps customers to explore more and extend their presence
which might lead to sales.
 UCB follow free-form layout in which fixtures, aisles are kept in a systematic
manner.
 G.A.P

HISTORY
 It is a lifestyle brand.
 GAP was founded in 1969.
 Headquarters of GAP is in San Francisco, California.

VISUAL MERCHANDISING AND DISPLAY MANAGEMENT OF G.A.P

 Window displayed by denims and loose T-shirts which attract more targeted
customers, which Is majorly youth
 Merchandise are positioned in the manner that customers can easily choose the
merchandise according to taste and preference.
 GAP deals in casuals and the targeted consumer is youth the music are quite funky ,
abstract wallpapers bright lights for well display of products etc.

TECHNIQUES
WINDOW DISPLAY

 It is a window on the entrance of the store it basically used to display mannequins,

offer, theme etc.
 GAP display on window according to the taste and preference of their customers.

LAYOUT

 Layout of GAP is very well structured, they make full use of aisles, fixtures, gondolas
etc.
 They make boards of directions and signs so that is will make the experience of
customers easy
FLEXIBILITY

 GAP is very flexible when it comes to make changes in merchandise according to the
seasons, nation and festivals
 They are highly adaptable to new changes that’s why they desing store in such a
manner so they can modify stores accordingly.