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Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximise sales.
Both goods or 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.
When the giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail, the visual display of goods became necessary to attract the general consumers. The store windows were often used to attractively display the store's merchandise. Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls.
In the beginning of twenty first century visual merchandising is forming as a sсience. Now a days, Visual Merchandising became one of the major tool of business promotion which is widely used to attract customers and increase sales.
The purpose of visual merchandising is to:
- Make it easier for the customer to locate the desired category and merchandise.
- Make it easier for the customer to self-select.
- Make it possible for the shopper to co-ordinate and accessorize.
- Recommend, highlight and demonstrate particular products at strategic locations.
- Educate the customer about the product in an effective & creative way.
- Make proper arrangements in such a way to increase the sale of unsought goods.
Visual merchandising builds upon or augments the retail design of a store. It is one of the final stages in setting out a store in a way customers find attractive and appealing.
Many elements can be used by visual merchandisers in creating displays including color, lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as technologies such as digital displays and interactive installations.
A planogram allows visual merchandisers to plan the arrangement of merchandise by style, type, size, price or some other category. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain.
Clothes hangers are used for effective presentation of products in the practice of visual merchandising. The hangers can be divided into the waist and shoulder as well as all the clothes, similar to the names of the bearing surfaces of the human body. The waist hangers imitate lower bearing surface of the human body bounded above by waistline. The shoulder ones simulate an upper seat delimited above by junction lines of torso with neck and upper limbs. Suit hanger is a symbiosis of the shoulder and waist hangers and it is intended for simultaneous posting the shoulder and waist products on the same hanger.
In order to evaluate the product thoroughly it is necessary to deploy the folded product. Besides, it takes time to expand the A 4 format formed product. In addition, there is a psychological fear among customers to release the product as an indication of breaking the order, especially if there is a paper gasket in the folded product.
Window displays can communicate style, content, and price.
Display windows may also be used to advertise seasonal sales or inform passers-by of other current promotions.
WindowsWear is a website that chronographs window displays from major cities around the world.
Restaurants, grocery stores, convenience stores, etc. use visual merchandising as a tool to differentiate themselves in a saturated market.
- "Visual Merchandiser". The Job Guide. Department of Education, Employment and Workplace Relations. Retrieved 5 October 2011.
- "How Much is that Dali in the Window", On This Day in Fashion, Kristine Lloyd, On This Day in Fashion, 16 March 2011, http://onthisdayinfashion.com/?p=12135
- "Andy Warhol, 'Window Display for the Bonwit Teller Deprtment Store', New York, 1960 " Photograph by Mike Kelley, http://www.tate.org.uk/art/artworks/kelley-andy-warhol-window-display-for-the-bonwit-teller-deprtment-store-new-york-1960-l02640
- "Andy Warhol" Gagosian Gallery, retrieved 5 December 2013, http://www.gagosian.com/artists/andy-warhol/
- Dmitry Galun. "Visual Merchandising. Psychological Aspects of the Technical Science".
- Dmitry Galun. "The Collection of Clothing & Its Visual Merchandising".
- Dmitry Galun. "The value of the color spot in the clothes visual presentation".
- Galun Dmitry. "Methods of the Clothes Visual Presentation".
- Dmitry Galun. "Color Combinations in the Clothes Visual Merchandising".
- Dmitry Galun. "The entrance areas in the clothes visual merchandising".
- Dmitry Galun. "The Visual Merchandising. The Hangers for the Clothes Presentation".
- Dmitry Galun. "Shelves in the clothes visual mercandising".
- Levy, Michael; Weitz, Barton A. (1995). Retail Management (3rd ed.). Richard D. Irwin, Inc. ISBN 0-256-13661-0.
- Gianfranco Giacoma-Caire (2011) Visual Merchandising: Mirror and soul of a point of sale (1st ed.) Creative Group. ISBN 9788890475719
- Galun, Dmitry (2012) Visual Merchandising for one-two-three-for-five (1st ed.) Piter. ISBN 978-5-4461-0007-1