Visual Merchandising

What is Visual Merchandising?

Definition

Visual merchandising is creating visual displays and arranging merchandise assortments within a store to improve the layout and presentation and to increase traffic and sales.

Use a retail mannequin to promote main products

An example of visual merchandising is using retail mannequins to promote products such as clothing or accessories. The attention of passers-by is first drawn to the mannequin and secondly and subliminaly to the items of clothing.

Mannequins in a shop window in Singapore

Using fonts and colours to create subliminal messages

Another example is using bright colours and large fonts to subliminally encourage shoppers to notice or "see through" the graphics and/or text to the underlying message.
Large "Stop Sign" font/colours used in high-street window (Oxford Street)

Complementary products

Another way of improving sales is to carry complementary range of products and services. This triggers impulse purchase and the buyer spends more at the store. This is known as cross-merchandising.

Cross-mixing

Cross-mixing is displaying a variety of seemingly unrelated products together to create a comprehensive visual story. This is often used by a shop-keeper to justify the prices charged for more expensive items. This is technique is often used in designer shops where seemingly unrelated items are placed in close proximity.

Related Links

• Definition of Visual Merchandising 

Visual Merchandising Jobs

The role of "Visual Merchandiser" is one of extreme importance to a high-street shop.

Example of Job

"Market leader requires Visual Merchandise Manager. The successful applicant will be responsible for delivering sales, profit & visual displays within agreed timescales & budgets, through effective planning. By working effectively with trading, merchandising, operations & buying teams and providing leadership for the visual merchandising team you will manage range changes & implementation.

Visual Merchandiser Responsibilities

• Advise categories and team on visual merchandising best practice.
• Optimise shelf capacity based on required stock holding.
• Plan and monitor visual merchandising resources

Related Links

• UKLug Jobs for Visual Merchandisers  - listing 2000+ jobs for visual merchandising in the UK

Example of Window Display from the 50's

Visual Merchandising Books

These books include examples of point-of-purchase displays, windows, signage and graphics, innovative fixturing, and other elements that really accentuate the merchandise on sale.

Contemporary Visual Merchandising and Environmental Design

Visual Merchandising: volume 5 (Hardcover)

Best Selling Visual Merchandising Books

Covers European retail fashion buying and merchandising. Provides a unique insight into best practice across the fashion industry. Covers design, marketing, sourcing, negotiation, range planning, supply chain and stock management.

Mastering Fashion Buying and Merchandising Management

Inspired Retail Space: Attract Customers, Build Branding, Increase Volume

Store Window Design Books

Store Window Design	For all the popularity of e-commerce, store windows are still the most effective way of selling new product to consumers. Window displays connect the reality of the street to the fantasy of the shop and also have a huge influence on the distribution of space within the store itself. This copiously illustrated book analyses current trends in window design and highlights examples marked by extraordinary creativity and visual inventiveness. Helpful captions accompany each photograph to explain the way lighting, props, and graphics contribute to successful displays.
Store Windows No. 15	The latest and most innovative promotional, seasonal, and advertising ideas are presented in "Store Windows No. 15". The world's best window display artists show that it isn't a question of budget, it's how clever, imaginative, and ingenious the designer is. Inexpensive, easy-to-find, and recycled materials most often make up the most successful ideas. More than 225 full-color photos put the spotlight on these exciting window displays, creating a resource book filled with inspiring ideas for the novice or seasoned design professional. This is number 15 in a range of store window books  - fantastic for inspiration and ideas.

External Links

• Responsibilities of a store manager
• Visual Merchandizing Tips
• Use mannequins like these for visual merchandising
• SkillsMart Retail Visual Merchandising Competition - winner was M&S in 2008 - see competition entry pack (PDF)
• Retail Design - by Jeff Kindleysides

Related Links

Mannequin Examples

• Page 172 - Ideas for mannequins
• Page 173 - Female Mannequin wearing a white coat
• Page 174 - Mannequin in stripes
• Page 175 - Mannequin in red dress
• Page 176 - Red Football Mannequin

Shop Mannequins

• Page 177 - Mannequin Retail
• Page 178 - Dressforms
• Page 179 - Magical mannequin example
• Page 180 - Mannequin Products
• Page 181 - Mannequin auctions
• Page 182 - Visual Merchandising
• Page 183 - Jewellery Mannequin Displays
• Page 184 - Mannequin Jewellery Hand
• Page 185 - Window Mannequins

Mannequin Art

• Page 186 - Toy mannequin figurines
• Page 187 - Mannequin Posters and Art
• Page 188 - Art Manikins

Mannequin videos and information

• Page 189 - Hand for mannequin
• Page 190 - Mannequin DVD (1987)
• Page 191 - Mannequins spelling
• Page 192 - Mannequins on skateboards
• Page 193 - Mannequins dancing