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 subliminally to the items of clothing.

Mannequins in a shop window in Singapore

Visual Merchandising: Window and In-Store Displays for Retail

A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising. Covering both window dressing and in-store areas, and including a range of stores from fashion emporia to small outlets, the book contains a wealth of practical advice, as well as case studies and hints and tips from established visual merchandisers. It reveals the secrets of their toolkit, such as the use of mannequins, the latest technology and how to construct and source props, and explains the psychology behind shopping and buyer behaviour. Presented through colour photographs, diagrams of floor layouts and store case studies, and including comprehensive information such as a glossary of terms used in the industry, Visual Merchandising is an invaluable handbook for anyone working in and learning about this exciting subject.

"At last a book that covers the essentials of VM and provides a tool from which to learn and educate. Superb examples and visuals, together with an understanding of the authors background and experience make this a must have." JS, London, UK

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Tips

• Pretend to be the customer walking through the store. Why are they here? What are they going to be buy? Can they be persuaded to purchase anything else?
• What is the customers path or flow through the shop?
• What seasonal merchandising strategies are you using?
• What point of sale signs, directional signage, promotional signs, and product labelling are you using?
• Are there too many visual distractions?
• Are the display areas iconic or aspirational? Will people look at the display areas?
• Adjust the layout so that best sellers are easier to buy - for example: sweets at checkout
• Adjust the layout so that essentials/necessities are more difficult to get to
• Adjust the layout so that interesting or desirable or emergency supplies are displayed prominently, causing the customer to wander into the shop
• Can you link sales with other related products?
• Can you offer immediate upgrades to increase the spend

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 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 fixtures, 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-colour 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

• Visual merchandising: 'When a new range is doing well, it is a personal achievement' - article in the Independent career planning section
• Visual merchandising for children's stores - tips from Baby Shop Magazine
• Responsibilities of a store manager
• Visual Merchandizing Tips
• Retail Design - by Jeff Kindleysides
• Visual merchandising jargon

Related Links