What is Visual Merchandising?
Visual merchandising is a concept of presenting your retail space in an elegant way. It’s a channel for the retail house to create their own distinctive identity to develop a sense of their product’s character and define the themes of their range from its physical contours redefined by visual merchandising.
In a simple way, the retailer needs to create a warm, friendly and an approachable retail space to attract consumers.The visual displays is an imperative element of branding of any store. If the stock is presentable, it is bound to appeal to the shoppers. If the shoppers appreciate the store layout and product, they are likely to spend more time in the store, and in return reward the store with sales. Along with the products for sales, the staff, the décor, the store interiors, the trial rooms arrangement, the lightings and music also form an inclusive elements boosting store sales. (fibre2fashion, 2008)
5.1 The elements of visual merchandising
The elements of visual merchandising should comprise the artistic bend that should completely define the orderliness of the store. Every optical dispensary of the store should benefit from these elements from good visual merchandising. The store should develop an imitable ‘visual sense’ through these elements.
A few elements that could define visual merchandising as whole a pointed below:
• Attraction The display space becomes a stage using color, composition, movement and lighting
• Interest Good presentation is also another important factor
• Desire the display should create an impression of desirable to the customer, promoting the product & its brand.
• Action the action is when the customer enters the shop with an intention to buy.
• Balance to ach...
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... concept is inadequate. The concept according to majority of retailers is just dressing a window, or just an unnecessary expenditure. The competitors’ today have an astonishing retail design stock and will have to compete purely on master merchandising and the technological edge.
Here, visual merchandising will be a beneficial tool in defining the exclusive identity of the brand and thereby increasing the sales and their market value. It is the appropriate time that the Indian retail industry understands and adopts the beneficial traits visual merchandising rather than the traditional practices of display of products and communication via sales personnel. The customers are trends aware and the stores on the other hand have managed to up the glamour quotient. Only a link of brand communication between the brand products and shoppers remains missing. (Pundir, 2007)
Companies foster these strategies to achieve goals in marketing and to profit from shoppers drive. I think that people shop more and more with retailers expanding their business everywhere. As Gladwell article “The Science of Shopping” comment on shoppers behaviors the moment they enter the store they start browsing, also comment on shoppers being right handed simply because they go to right after walking in. shoppers spend abundance of time in store focusing on detail what to buy and to get out of best shopping journey they could have. During the time I spend reading and targeting on The Power of Habit why we do what we do in life and business, a realization come to light that we are control by habits and we as a shoppers get to try a new things and to have the finest shopping experience businesses encouraging shoppers what to do as leaving Stater
The company is also offering a Visual Manager position to spice up the in-store experience of buyers. They should possess a creative mind to get the customer’s attention and increase sales. Consequently, turning window shoppers into real profitable customers.
When a person is shopping they typically are drawn to something eye catching that is either in or on the storefront. Some storefronts appeal to a very specific customer group whereas others are very general. One storefront that does a good job of pulling the attention of a fairly specific customer group is H&M. The front of this store is very modern, with clean lines that make it appear very sleek and elegant. Something else that this store does that helps them is that almost the entire storefront is made of huge floor to ceiling windows which not only go along to the sleek, modern design but it also allows the customers to see completely into the store. The front of this store helps them to attract the customer group that they are targeting because it gives off a very professional and sophisticated vibe that goes with the type of people that shop there. The floor to ceiling glass windows also help the store attract customers because it
Sephora department store are well – known for is distinctive store layout and delivers high – end beauty care to customer. Sephora’s open – sell retail philosophy offer customer the freedom to mix and match from a vast range of product offer in store. Customers also “look forward to an exciting experience with entertaining animation events and trendsetting service.” (The LVHM Annual Report, 2013, pg. 101)
In times of overconsumption shopping is considered today to be a stressful, exhausting and time consuming situation to the postmodern consumer. In order to bring back the interest of the postmodern consumer to visit the store, retail has surrender to Internet by providing all the necessary information on the new trends in social platforms such as Facebook, Instagram, Twitter and main Websites that gives us the opportunity to participate in the new means of consumption by giving us voice as society became dominated by the power of digital information, also allowing us to shop online. The disadvantage of a postmodern society to brands and capitalists is that consumers can now dictate their own methods of consumption therefore opting to avoid a physical shop visit and instead it can be possible to do it at their homes. By understanding the story of branding spaces and its cultural impact I intend to share my ideas on the current social and political situation of retail by using local examples such as the extravagant yet powerful Selfridges flagship store in London by describing their methodologies used for a effective costumer experience in comparison to its competitors, their ethos towards the environment and how it relevant it became for the British economy. In this essay I will also share my opinion (as a costumer) on what could be done for an improvement within brands and how does it affects society moralities and the cultural impact.It can be understood by statement above the importance of an environment that stores should provide to its costumers. Without any excitement factors within the space there will not be any other reason for costumers to spend their money in stores. As well as product quality and set prices, the more ex...
Is the store layout, design and visual merchandising techniques used consistent with the exterior of the store and the location? What does it say about the type of store this is and the market it is trying to attract? Yes, the store layout, design and visual merchandising techniques used consistent with the exterior of the store and the location. The store has fully showed it is a young but classy type of accessories shop as it played well with the colours.
A further study concludes that interior elements of retail shop, the design element have a strongest impact on patronage behavior which helps when the rivals’ shops have same prices and other features while defining the design elements, few scholars divide them in to 6 categories that are space, line, form, texture, light and color. These are they major elements which are kept in mind while designing a particular retail store (Allen &Jones, 2004).
In case of Langham Place, it was positioned as trendy landmark in Hong Kong. There are different themes for different area, such as beauty, causal wear, food court and restaurants. Each area groups shops with the same characteristics. Theming of Langham Place, on one hand, provides convenience to customers who have clear target on what they want to buy. On the other hand, the classification of different shops could build up a unique atmos...
Similarly, Postrel (1999) argued that aesthetic expectations have increased among consumers and that investing in aesthetics can mean the difference between survival and bankruptcy. However, Bloch et al. (2003) suggested that consumers essentially varied in the degree to which visual product aesthetics are important. These differences are apprehended in the idea of centrality of visual product aesthetics (CVPA), defined as "the overall level of significance that visual aesthetics hold for a particular consumer in his/her relationships with products" (Bloch et al., 2003). They identified three underlying dimensions of CVPA. One facet is the “personal and social value” of visual product aesthetics. This dimension refers to perceived value associated with superior product designs that improves the quality of life both at personal and at societal levels. The individual’s affective reaction to a product design is identified as the “response” dimension of product aesthetics. The third dimension of visual product aesthetics is that of “acumen”. It reflects an individual’s ability for analyzing and assessing product designs. CVPA reflects an enduring concern with the aesthetic benefits provided by a product. Some consumers are expected to have more than average concerns for visual aesthetics independent of product category or setting. Visual aesthetics may be significant in their purchase decision and their inclination for brands and products mostly fulfill their aesthetic needs. Consumer traits, such as centrality of visual product aesthetics (CVPA) can explain the difference in sensitivity towards product design (Bunnak, 2009). In addition, Bloch et al. (2003) showed that CVPA moderated the impact of product design on attitude towards product and purchase
The storefront is the most important architectural feature of all commercial buildings. It plays a very large role in the store’s advertising and merchandise that draws customers and increase business. The storefront is the most commonly altered feature of a building for this reason. These changes can completely change the building’s architectural features that make up its historical features.
This is the Summary of literature published in the field of visual merchandising specially to understand its theoretical aspects. It tries to explain how Visual Merchandising position and distinguishes the firm from the competitors and works towards customer satisfaction by meeting their aesthetic needs The review of literature includes research papers, professional journal articles, views of different visual merchandisers and views of different authors. It also deals with Role of visual merchandiser. It also covers important elements of visual merchandising which position and distinguishes the firm from the competitors
The sign of moving products promptly from a designer’s table to the retail sales floor has swayed the whole global retail commerce and enticed rivalry. Customers value a “new look” that can be worn for this instant and assess the goods as a monetary fortune; not something that you will keep
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
The nature of the business of retailing puts retailers at a assumed risk of incurring costs because products are bought with the assumption that consumers will purchase. Additionally there are external factors that may also pose risks such as natural disasters, theft, spoilage and fire. In other circumstances retailers also extends financial credit to customers in the form of credit sales which facilitates the smooth transition from retailers to the marketplace. Retailers are in constant contact with customers which gives them the opportunity to research and study buyer’s behaviour. This involves collecting information about changes in customer preferences, perception and shifts in the demand curve. Through advertising within their stores retailers are able to exhibit and introduce existing and new products to the marketplace. Ultimately retailers are in the business of selling products to customers to achieve their goals of generating
People are always going to go shopping. A lot of our effort is just: 'How do we make the retail experience a great one? '” - Philip Green