Fashion Retail & Visual

Merchandising
UNIT - V
by
Dr. D. Anita Rachel
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 DEFINITION
 Visual merchandising is a purely aesthetic science, and
it is the backbone of the retail industry.
 Visual merchandising plays an important role in the
retail industry. However, the merchandise hardly sells
in retails where identical merchandise is flooded in the
market.

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  Visual merchandising is a silent selling technique that
helps to reduce the employee mix and increase per
square feet returns and can further help in reducing
marketing budgets.
 Visual merchandising of developing the floor plans
and three-dimensional displays in order to maximize
sales

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  Both goods and services can be displayed to highlight
their features and benefits.

 The purpose of such visual merchandising is to attract,

engage, and motivate the customer towards making a
purchase.

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 Visual Merchandising
Visual Merchandising: The physical display of
goods in the most attractive and appealing ways.

 Store Layout: the interior arrangement of retail

facilities.
 Selling areas: where merchandise is displayed and
customers interact with sales personnel. (75-80% of the
total space)
 Sales support areas: devoted to customer services,
merchandise receiving and distribution, management
offices and staff activities.
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 Visual Merchandising
 Floor Plan: A drawing showing arrangement of physical
space, such as showing the positioning of merchandise
groups and customer services for a retail store.
 Grid Layout: A retail floor plan that has one of ore
primary (main) aisles running through the store, with
secondary (smaller) aisles intersecting with them at right
angles.
 Maze Layout: A free-flowing retail floor plan
arrangement with informal balance.
 Fixtures: Shelves, tables, rods, counters, stands, easels,
forms, and platforms on which merchandise is stocked
and displayed for sale.
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 Merchandise Presentation
 Merchandise presentation includes the ways that goods
are hung, placed on shelves, or otherwise made
available for sale in retail stores.
Shoulder-out presentation: The way most garments are
hung in home closets with only one side showing from
shoulder to bottom.
Face-forward presentation (face-out presentation):
Hanging of clothing with the front fully facing the
viewer. This should always be done at entrances and
aisles.

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 Retail Fixtures
Carousels: Circular racks that turn.
- a large machine that turns arround
Example: A continuous moving strip on which
passenger’s bags are put for collection.

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 Retail Fixtures
Dump tables/bins: A rimmed table or bin used to hold
sale or special merchandise on the sales floor,
especially in discount operations; it has no formal
arrangement.

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 Retail Fixtures
Four-way rack: A fixture with four extended arms,
that permits accessibility to hanging merchandise all
the way around

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 Retail Fixtures
Rounders: Circular racks on which garments are hung
around the entire circumference

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 Retail Fixtures
T-stand: Freestanding, two-way stand in the shape of a
T, that holds clothes on hangers, sometimes with one
straight arm and one waterfall.

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 Retail Fixtures
Waterfall: A fixtures with an arm that slants
downward, that contains knobs to hole face-forward
hangers with clothing at various levels.

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 Materials
for
VISUAL MERCHANDISE

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 TEMPORARY DISPLAYS :
— Temporary displays are designed for short-term
use (for 4-8 weeks).
— Materials generally include: cardboard, printed
sheets, chipboard, and plastic.

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 2. SEMI PERMANENT DISPLAY
Semi-permanent displays are usually constructed
out of more durable materials and have a lifespan
of 12-52 weeks or more.
— Semi Permanent Display uses some of the same
materials, but usually with paperboard and
containerboard.

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 3. PERMANENT DISPLAYS :
— Permanent Displays are by far the most
complex and expensive displays to design, and is
the most profitable display
Permanent Displays are produced using strong and
rigid materials such as wood, metal, acrylic, wire

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 MOSTLY USEDMATERIALS
1. Wood
Wood is Extremely common, Easily
available,Durable, May be expensive or cheap
— It has attractive decorative properties with or
without painting.

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 2. MDF = Medium Density Fiberboard
— Produced from the thinning of sustainable
softwood forests well suited to carcasses.
— Light in weight
— Cheap
— Reasonably strong

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 3. PLASTIC
— Most plastics are relatively cheap
— Do not require finishing.
However if exposed to sunlight they may degrade
over time and translucency will be

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 4. ACRYLIC:
— Acrylic is a plastic when polished offers a gloss
finish.
— It can be crystal clear or pigmented in a wide
variety of colors.
— Easy to machine
— cheap and reasonably strong but is also brittle
and can be scratched.
— It can be bonded with adhesives

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 5.STYRENE
— Styrene sheet comes with a gloss side and
a matt side and it cannot be polished.
— Styrene is cheap
— comes in multiple colors
— It is less brittle than acrylic and more flexible.

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 6. PETG = Polyethylene Terephthalate Glycol
— It is a clear sheet and has excellent
transparency.
— It is easy to thermoform.
— It is not brittle.
— Resistant to chemicals such as cleaning
materials.

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 7METAL
Metals are used for some permanent POP
applications where strength and durability are
important. Metal are being used in varity of props
and fixtures.

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 8. VINYL STICKERS

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 DIGITAL PRINTS

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 Displays
Displays: individual and notable physical
presentation of merchandise.
Displays are intended to:
Stimulate product interest
Provide information
Suggest merchandise coordination
Generate traffic flow
Remind customers of planned purchases
Create additional sales of impulse items
Enhance the store’s visual image

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 Interior Displays
Locations for interior displays:
Just in the entrance
Entrance to department
Near cash/wrap
Next to related items
Across from elevators and escalators
Ends of aisles

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 Components of Displays
Merchandise
Lighting
Props
Signage

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 Merchandise
More interesting if in odd numbers
 Groups:

 One-category, or line-of-goods

 Related groupings: go together or reinforce each other

 Theme groupings: event, holiday, etc.

 Variety or assortment groupings: collection of unrelated

items all sold at the same store.

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 Lighting
Used to directcustomer’s attention to the display
Use more light for dark colors, less light for light
colors
Beamspread; the diameter of the circle of light
Beamspread techniques:
Floodlighting: recessed ceiling lights to direct
light over an entire wide display area
Spotlighting: focuses attention on specific
areas or targeted items of merchandise
Pinpointing: focuses a narrow beam of light on
a specific item
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 Props
Objects added that support the theme of the
display.
Functional Props: used to physically support the
merchandise. (mannequins, stands, panels, screens, etc)
Decorative Props: used to establish a mood or an
attractive setting for the merchandise being featured (ex:
mirrors, flowers, seashells, surfboards, etc)
Structural Props: used to support functional and
decorative props and change the physical makeup of
displays. (boxes, rods, stands, stairways, etc)

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 Signage
 It is the design or use of signs and symbols to
communicate a message to a specific group,
usually the purpose of marketing or a kind of
advocacy.
Includes individual letters and complete signs.
Often on some kind of holder.
Can tell a story about the goods.
Should try to answer customers questions.
Should be informative and concise.
Can include prices, sizes, department location.

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 Window Displays
 Seen from outside of the store.
 First contact with the customer.
 Can have a series of windows.
Advantages of Window Displays:
Establish and maintain an image
Arouse curiosity
Disadvantages of Window Displays:
Expensive to design and maintain
Requires space
Merchandise can get ruined (sun ,etc)
Glare

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 Types of Window Displays
 Enclosed windows: have a full background and sides

that completely separate the interior of the store from the

display window.
 Ramped windows: floor is higher in back than in front

 Elevated windows: from 1 to 3 feet higher than

sidewalk
 Shadowbox windows: small, boxlike display windows

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 Types of Window Displays
Semi-closed windows: have a partial background
that shuts out some of the store interior from those
viewing the window
Open Windows: have no background panel and
the entire store is visible to people walking by
Island windows: four-sided display windows that
stand alone, often in lobbies.

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 THANK YOU

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