Unit-5 Cie3

FASHION VISUAL MERCHANDISING
V I S e m e ste r
C. RAJESH KUMAR M Te c h
Assistant Professor
D e p a r t m e n t o f F a s h i o n Te c h n o l o g y
S o n a C o l l e g e o f Te c h n o l o g y
Salem
COURSE CONTENTS
UNIT I Fundamentals of Visual Merchandising

UNIT II Elements of Visual Presentation
UNIT III Mannequins and Fixtures
UNIT IV Store interiors, Points of Display and Display Techniques
UNIT V Store Planning and Execution of a Visual Presentation
SONA FT - FVM - RAJESH KUMAR C

VISUAL MERCHANDISING S O N A C o l l e g e o f Te c h n o l o g y
CONTENTS – UNIT- 5 - STORE PLANNING AND EXECUTION OF A VISUAL
PRESENTATION

PLANOGRAM
Visual Merchandising Tool
A planogram is a visual merchandising tool. Planograms are detailed

drawings of your store layout with special attention on product
placement. Merriam-Webster defines it as such: “a schematic
drawing or plan for displaying merchandise in a store so as to
maximize sales.”

PLANOGRAM
A visual representation
of store’s aisles,
displays, and point-of-
sale, for example, a
planogram will show
you exactly where
specific products are
placed. The information
in a planogram is
thorough; it’ll
demonstrate the exact
shelf an item is kept.

PLANOGRAM
Other terms and abbreviations for a planogram include:
• POG
• Shelf space plan
• Space plan
• Schematics
A planogram is usually a single component to more comprehensive visual

merchandising documentation.
- Maximize Sales -
- Maximize Space Utilization-

PLANOGRAM - PLANNING
While proper planograms are extremely detailed and robust, they can be valuable to many
kinds of retailers. Even if we are not using a “proper” planogram, you can use the
philosophies and strategies behind them to help in planning our store layout and product
displays.
• Hire a Planogrammer - Technically speaking, there are roles out there in the retail world called
“planogrammer.”
• Consult with Planogram Experts - Don’t have enough of a need to warrant a dedicated internal role?
You can also hire third-party experts and leverage their skills to execute our planogram.
• DIY Your Planogram – We can also use planogram templates to take a DIY approach to our visual
merchandising.
• Use Planogram Software - There are tons of planogram software options on the market; it all
really depends on our unique needs and, of course, our budget
PLANOGRAM

PLANOGRAM

PLANOGRAM

WHAT IS STORE DESIGN?
• The use of strategic floor plans and space

management, including furniture, displays,
fixtures, lighting, and signage.
• Website designers and user experience
(UX) researchers use space management
techniques and web design principles to
optimize e-commerce websites.
FLOOR PLANS
Floor plan is a store design for retail store like

clothing and apparel shops. It uses racks and
fixtures to create an interesting and out-of-
the-ordinary type of store design without a
high cost. This plan makes a statement about
the products the store sells and the
customers it wants to attract
FLOOR PLAN

FLOOR PLAN - LOOP STORE LAYOUT- DIRECTION OF FLOW
It is also known as the

“racetrack” layout.
This store layout uses a

path to lead customers
from the entrance of the
store to the checkout
area.

STRAIGHT FLOOR PLAN- DIRECTION OF FLOW
The straight store layout is

efficient, simple to plan,
and capable of creating
individual spaces for the
customer. Plus, a basic
straight design helps pull
customers towards
featured merchandise in
the back of the store.
Merchandise displays and
signage is used to keep
customers moving and
interested.

DIAGONAL STORE LAYOUT AND CUSTOMER FLOW
Just as the name implies, the
diagonal store layout uses
aisles placed at angles to
increase customer sightlines
and expose new merchandise
as customers navigate through
the space. A variation of the
grid layout, the design helps
guide customers to the
checkout area. Small stores
can benefit from this space
management option, and it is
excellent for self-service
retailers because it invites
more movement and better
SONA FT - FVM - RAJESH KUMAR C customer circulation.
ANGULAR FLOOR PLAN - DIRECTION OF FLOW
The name of this design is
deceptive, as the “angular”
store layout relies on curved
walls and corners, rounded
merchandise displays, and
other curved fixtures to
manage the customer flow.
Luxury stores use this layout
effectively because, according
to Herb Sorenson’s research
from Inside the Mind of the
Shopper: The Science of
Retailing, customers notice
free-standing product
displays 100 percent of the
time (end cap displays -
those at the end of aisles -
also get noticed 100 percent
SONA FT - FVM - RAJESH KUMAR C of the time)
GEOMETRIC FLOOR PLAN - DIRECTION OF FLOW
Popular with retailers

targeting trendy millennials
and Generation Z
demographics, a geometric
layout offers artistic
expression and function
when combined with the
appropriate displays and
fixtures. The unique
architecture of some retail
stores, including wall
angles, support columns,
and different ceiling styles
mix well with the uniqueness
of a geometric layout.
MIXED FLOOR PLAN - DIRECTION OF FLOW
The mixed store layout
uses design elements
from multiple layouts to
create a flexible option for
retailers. Department
stores use a compelling
mix of straight, diagonal,
and angular concepts,
among other design
elements, to create a
dynamic flow through a
range of departments
featuring a variety of
SONA FT - FVM - RAJESH KUMAR C merchandise.
FREE FLOW STORE LAYOUT - DIRECTION OF FLOW
A free flow layout rejects

typical design patterns and
styles commonly used to
influence customer behavior. In
a free flow layout, the intent is
not to lead the customer using
predictable design patterns,
displays, or signage.
The free flow store layout is
implemented to allow
customers to shop at their own
pace. The simplicity
encourages comfort in
shopping where customers are
not rushed to move quickly
A STEP-BY-STEP GUIDE TO PLANNING STORE LAYOUTS THAT MAXIMIZE YOUR SPACE
• It is essential to understand your customer flow

and the general patterns of navigation in your
specific retail environment before you can
optimize customer experience and plan a
strategic store layout.
• Retailers, consultants, store planners, interior
designers, and architects all use a variety of retail
floor plans and concepts to influence customer
flow and behavior
STEP ONE: TARGET THE FIRST FLOOR
• Customers prefer to navigate the floor of a retail

store they initially entered.
• Walking up and down stairs or using elevators
and escalators to navigate a store affects
customer flow.
• When possible, planning for a single floor store
design will optimize the customer experience.

STEP TWO: IDENTIFY CUSTOMER FLOW
• Customer flow patterns vary depending on the type of

retailer, the size of the store, and the target customer.
• The retailers to use their observations to discover the
problems and opportunities unique to their environment.
• The next step in maximizing your space for profitability is
identifying your customer flow.
• The most effective method for understanding your
existing customer flow and identifying areas of
opportunity is video recording and heat mapping analysis
STEP THREE: AVOID THE TRANSITION ZONE
• Customers need time, however brief, to adjust to new

lighting, smells, the music, and the visual stimulation in the
store.
• The transition zone area, coined the “decompression zone”,
refers to the space just beyond the entrance to a retail store.
• The average customer needs this space to transition so they
can familiarize with the new environment.
• Nothing of value to the retailer, not high-margin
merchandise, prominent signage, or brand information goes
inside this zone.
STEP FOUR: DESIGN FOR CLOCKWORK NAVIGATION
• The area just outside of the transition zone is where most

retailers make a first impression.
• Customers consistently turn right after entering the store and
continue to navigate the store in a counterclockwise direction.
• This customer behavior repeats itself time and again in
consumer research. Although researchers and design
professionals have different explanations for the reaction, in
general, many recommend displaying high-margin
merchandise and valuable information just to the right of the
entrance
STEP FIVE: REMOVE NARROW AISLES
• Finally, follow the customer flow through the transition zone

and around the retail space in a counterclockwise pattern.
• Search for tight spaces or bottlenecks along aisles or
around fixtures and displays.
• Generally customers value their personal space when
shopping.
• If a customer is touched, bumped, or otherwise interrupted
when interacting with merchandise, they are likely to move
on from the items or exit the store altogether.
MERCHANDISE MIX
Today’s customers require a more diverse product

mix, and smaller volume per production run.

MERCHANDISE MIX

MERCHANDISE MIX

MERCHANDISE MIX

MERCHANDISE MIX

MERCHANDISE MIX

MERCHANDISE MIX

MERCHANDISE MIX

MERCHANDISE MIX

VM DISPLAY CALENDER AND PLANNING A DISPLAY





















BUDGETING
VM Expenses for
• Merchandising solutions needed for specific Month 1500 Sq. ft retail
store in Rs
displays or campaigns
Jan 6320
• Flexible enough to repurpose for a variety of uses Feb 3200
over a long period of time - well-built, reliable March 4800
April 5520
and easy to update May 4880
• By looking up the costs of items needed for June 4400
July 5040
display Aug 5760
• Repeated items - Taking into account Sep 4000
Oct 1600
• It should be reasonable Nov 960
• Owner of the smallest independent boutique Dec 3200
Total Rs. 49680
would be able to manage it SONA FT - FVM - RAJESH KUMAR C
SCHEDULING PROMOTION
• PUSH RETAIL PROMOTION STRATEGY

• To push product info vigorously
• PULL RETAIL PROMOTION STRATEGY

• To pull the customers towards products
• MIXED RETAIL PROMOTION STRATEGY

• Mix of both pull and push
OBJECTIVES OF PROMOTION
1. PUSH RETAIL PROMOTION STRATEGY

2. PULL RETAIL PROMOTION STRATEGY
3. MIXED RETAIL PROMOTION STRATEGY

ELEMENTS OF PROMOTIONAL MIX

TYPES OF ADVERTISING MEDIA
 Newspapers
 Social Medias
 Magazines
 Newspaper inserts / supplements
 Journals
 Radios
 Televisions
 Outdoor displays (posters, signboards)
 Direct mail
 Internet
 Novelties (articles, calendars), etc.
Newspapers
• They provide visual communication
• Low costs – reach & frequency is more
• ‘Space’, ‘Timing’ and ‘Positioning’ are important to
increase the reach.
Magazines
• Fashion magazines – Vogue, Elle, Fashion
• Women’s and Men’s category magazines
• Reach and Impact is more as it can be
aimed at target customers.
Inserts / supplements it is a successful form of
advertising for retailers - cheap
Journals – It is a professional media for
advertising.
Radio – Reach is more - but provides only
audio form of advertising. Therefore impact is
less.
Direct Mail – Target customers can be informed
of new product introductions.
Television & Internet
• Provides both audio and video form of advertising - is
lively
• Timing of advertising is important to have good reach -
good impact,
• The cost is high.
Outdoor displays (posters, signboards) :
• Suitable for mass marketing
• Reach & impact depends on place of display & appeal
PLANNING A RETAIL PROMOTIONAL STRATEGY

SAFETY FACTORS IN VM
Fixtures and display units come in all types and sizes – from slatwalls and shelving units to mobile or
fixed display cases such as counters, gondolas and tables, to free-standing racks, kiosks or sunglass
racks. Displays can also incorporate digital signage units. These products can be constructed of
wood, plastic, wire, metal, cardboard or glass.
The sheer variety of display options adds to the list of potential accidents:
• Improper assembly or overloading your display with too much merchandise can cause it to
collapse
• Uneven loading can also cause a display to tip over or collapse
• Empty endcaps and low-level stacks of merchandise can cause shoppers to trip and fall, since
they’re most likely focused on your products, not the floor
• Display hooks with sharp ends can cut or scratch
• Damaged display components can cause failure or injuries
• Employees can fall as a result of using back room shelving or even lighting fixtures to climb up
or brace themselves when retrieving SONA
merchandise
FT - FVM - RAJESH KUMAR C
SAFETY MEASURES IN VM
Encourage your associates and customers to consciously think about safety
Retail display safety starts with training for all employees. Your training program should cover sales
floor and back room protocols, including
• Proper assembly procedures, always following the manufacturer’s instructions and knowing the
specified weight limit for each unit.
• Correct methods for loading or stacking merchandise on each type of display fixture, taking
special care with units that involve electronics, glass or other more fragile materials.
• Importance of putting tall, heavy or otherwise awkward merchandise on lower shelves, so
customers won’t have to reach overhead or across a display to get a closer look at easily
disturbed or potentially toe crushing merchandise.
• Reminders that endcaps should be kept full or have their empty shelves removed, and that stacks
of bulk merchandise should come up to waist level so they’re easy to see and pick from.
• Regular safety inspections and documentation.
• Never climbing on shelving or other display units in the warehouse or back room, instead use an
appropriate - and far safer - ladder or step stool.
SAFETY FACTORS TO BE ADOPTED IN VM
• Sales Staff Ease-of-Use • Use the right equipment to control

• Carry out holiday-specific safety in-store traffic - Signage, Stanchion
precautions ropes
• Implement crowd management • Invest in loss prevention and anti-
measures if necessary theft devices -
• Create a contingency plan • Cameras
• Evacuation routes • Sensors
• Communication plans • Alarms
• Law enforcement/public official • Merchandising security tools
engagement • Protect your business from internal
• Reunification theft
• Preservation of evidence • Onboard and train the personnel's
properly
SAFETY FACTORS TO BE ADOPTED IN VM
Merchandising security tools / Anti-Theft Devises

SAFETY FACTORS IN VM
Failure to ensure retail display safety can bring you a number of unwanted consequences
• Injured customers could bring legal action against you
• Injured employees could miss work, and your insurance carrier may raise your premium.
But your business reputation is also at stake
• Even a relatively minor mishap can easily spiral out of control if a customer decides to
share a “you’ll never guess what happened to me today!” photo and comment with their
numerous social friends and followers.
It’s simply smart business to focus proactively on retail display safety.

PLANNING SOFTWARES - PLANOGRAM
- ShopShape
- JDA’s Planogram
Generator
- SmartDraw
- Shelf Logic
Adobe Illustrator

PLANOGRAM

PLANOGRAM

INVENTORY MANAGEMENT
Why Your Business Need An ERP Solution?

INVENTORY MANAGEMENT SYSTEM

RECENT TECHNOLOGIES – VIRTUAL MERCHANDISING
It is important to note that visual merchandising is not going away but rather developing in a new manner
and Technologies includes
• Interactive videos
• Mobile integration
• Endless aisles
• QR codes
• Virtual reality (VR) or augmented reality (AR)
Interactive Videos
One of the fastest growing technology trends is the addition
of interactive videos in visual merchandising. For example,
Mac Cosmetics now has a virtual try-on mirror that has
caused waves in the industry because it allows a customer to
test makeup colors on his or her face without even wearing it.
This allows for testing, research, and even customization of
products in your store. Sephora also offers a similar service.

Mobile integration with in-store, visual merchandising can increase
revenue. There are two types of mobile integration: either customer facing
or merchandiser facing. Customer-facing mobile integration pushes
notifications to a mobile phone and has the potential to transform
customer experience. The most standard visual merchandising and mobile
integration trend is pushing coupons via notification. Mobile visual
merchandising software tracks field reps, provides notifications, and
analyzes data.
Endless Aisles
Imagine this - you go to the bookstore to purchase a novel needed for class
and the item is not on the shelf. A customer can go to the service desk, ask
an employee, and get the book delivered to his or her home. The
bookstore gets the sale, but also purchases the novel from the seller at
that time. An endless aisle allows for a customer to purchase an item
which is out of stock in the store (not kept in inventory) and order directly
from the supplier.
Virtual reality (VR) or augmented
reality (AR)
AR uses a real-world setting while

VR is completely virtual. AR users
can control their presence in the
real world; VR users are controlled
by the system. VR requires a
headset device, but AR can be
accessed with a smartphone. AR
enhances both the virtual and real
world while VR only enhances a
fictional reality.
QR Codes
With the integration of a QR code, stores are able to provide extensive information
to customers. A QR code is a two-dimensional barcode, with both horizontal and
vertical markings, that can be read via a mobile phone. In visual merchandising, a
QR code engages customers, can promote feedback, and even allows for detailed
product information.
VIRTUAL STORE CONCEPT
Products are displayed on large touch-screens
which can be viewed in much the same way as
they are in shops. But the items’ barcodes are
scanned via your mobile phone rather than by
a cashier, and added to an online basket which
is then delivered to your home.
The shopper needs to have a relevant mobile
app to scan the QR code on the display, set
time and date of delivery and place order
Benefits
• Considerable reduction in Overhead costs
• Avoiding High Set up costs for store extensions
• Production costs are low
• The simulation has a high degree of flexibility
WHY VIRTUAL SHOPPING
• Better deals, No need for travel, Easy to comparison shop,

Discounts and offers

SOME OF THE RETAIL GIANTS WHO HAVE SUCCESSFULLY IMPLEMENTED ITS
VIRTUAL STORES

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FASHION VISUAL MERCHANDISING

UNIT I Fundamentals of Visual Merchandising

SONA FT - FVM - RAJESH KUMAR C

SONA FT - FVM - RAJESH KUMAR C

Visual Merchandising Tool

A planogram is a visual merchandising tool. Planograms are detailed

SONA FT - FVM - RAJESH KUMAR C

SONA FT - FVM - RAJESH KUMAR C

Other terms and abbreviations for a planogram include:

A planogram is usually a single component to more comprehensive visual

- Maximize Space Utilization-

SONA FT - FVM - RAJESH KUMAR C

SONA FT - FVM - RAJESH KUMAR C

SONA FT - FVM - RAJESH KUMAR C

• The use of strategic floor plans and space

Floor plan is a store design for retail store like

SONA FT - FVM - RAJESH KUMAR C

It is also known as the

This store layout uses a

SONA FT - FVM - RAJESH KUMAR C

The straight store layout is

SONA FT - FVM - RAJESH KUMAR C

Popular with retailers

A free flow layout rejects

• It is essential to understand your customer flow

• Customers prefer to navigate the floor of a retail

SONA FT - FVM - RAJESH KUMAR C

• Customer flow patterns vary depending on the type of

• Customers need time, however brief, to adjust to new

• The area just outside of the transition zone is where most

• Finally, follow the customer flow through the transition zone

Today’s customers require a more diverse product

SONA FT - FVM - RAJESH KUMAR C

SONA FT - FVM - RAJESH KUMAR C

SONA FT - FVM - RAJESH KUMAR C

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• PUSH RETAIL PROMOTION STRATEGY