Affects the stores image

Includes items such as:

Floor & wall coverings
Lighting
Colors
Fixtures
STORE INTERIOR

It is important to create a relaxing,
comfortable place for customers to shop

Customers shop longer & are more relaxed
and spend more when they are not pressed
by crowds, delays & long lines
FLOOR AND WALL COVERINGS
LIGHTINGS
Used to direct customers attention to the display
and creates mood.

-Use more light for dark colors, less light for light
colors .

-Beam spread; the diameter of the circle of light.
Flood lightning
Spot lightning
Pinpointing
BEAM SPREAD TECHNIQUES
FLOOD LIGHTING


Ceiling lights to direct lights over an entire
wide display area.
SPOT LIGHTING
focuses attention on specific areas or
targeted items of merchandise
PINPOINTING
focuses a narrow beam of light on a
specific item
Color selection should
be perfect.
Help to make
merchandise look
more interesting.
Color schemes help to
create moods.
Capture shoppers
attention.
COLORS
Example; in Christmas displays only
complementary color scheme i.e. reds and greens
are placed next to each other in setting as no other
scheme can accomplish this
STORE FIXTURES
To make stores wall merchandisable, wall usually
covered with a skin that is fitted with vertical
columns of notches.
Most common types
of fixtures:
Stands
Platforms and
Elevations
Round rack
Bin
T-Stand
Four way faceout
TYPES OF FIXTURES
Used in a variety
or assortment
window- from
glass line to the
back of the display
window
STANDS
Platforms or Elevations can be tables and other
pieces of furniture that can be used to raise up a
mannequin, a form or arrangement of
merchandise
PLATFORMS AND ELEVATIONS
Circular racks on which garments are hung
around the entire circumference
ROUND RACKS
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
BIN
Freestanding, two-way stand in the shape of a T,
that holds clothes on hangers, sometimes with one
straight Arm and one waterfall
T-STAND
A fixture with four extended arms, that
permits accessibility to hanging merchandise all
the way around
FOUR -WAY STAND
The way the floor space is used
to facilitate and promote sales and
best serve the customer
2. STORE LAYOUT
1. Selling Space
2. Merchandising Space
3. Personnel Space
4. Customer Space
TYPES OF FLOOR SPACE
Includes:
Interior displays
Sales demonstration areas
Sales transaction areas
(wrap desk)
SELLING SPACE
Allocated to items that are kept in
inventory
Selling floor
Stock room area
MERCHANDISE SPACE
PERSONNEL SPACE
Space for employees:
break rooms
lockers
restrooms
CUSTOMER SPACE
Comfort and convenience of customers:
Restaurants
Dressing rooms
Lounges
Restrooms
Recreation area for children
Stores are competing more & more in these
areas

Allocating more dollars and space for customer
convenience than ever before
Once the floor space has been
allocated, management & visual
personnel spend a lot of time
planning the effective use of the
space.
What product are to go where

Agencies what products should be next
to each other

Where to put seasonal merchandise such
as coats, swimwear and Christmas items

Traffic patterns
VISUAL DECISIONS
FLOOR LAYOUT
STRAIGHT FLOOR LAYOUT
( GRID DESIGN)
Best used in retail environments in which majority of
customers shop the entire store

Can be confusing and frustrating as it is difficult to
see over the fixtures to other merchandise

Forcing customers to back of large store may
frustrate and cause them to look elsewhere

Most familiar examples for supermarkets and
drugstores
DIAGONAL FLOOR LAYOUT
Good store layout for self-service type retail
stores

Offers excellent visibility for cashier and
customers

Movement and traffic flow in the store is
smooth
ANGULAR FLOOR LAYOUT
( CURVING/LOOP RACETRACK DESIGN)

Best used for high-end stores

Curves and angles of fixtures and walls
makes for more expensive store design

Soft angles create better traffic flow
throughout the retail store
GEOMETRIC FLOOR LAYOUT
(SPINE DESIGN)
Is a suitable store design for clothing
and apparel shops.

Uses racks and fixtures to create
interesting and out- of- the ordinary
type of store design without a high cost.
MIXED FLOOR LAYOUT
(FREE FLOW DESIGN)
Incorporates the straight, diagonal
and angular plans

Helps generates the most functional
store design

Layout moves traffic towards walls
and back of the store
Storage, Receiving, Marketing
Underwear
Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
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Open Display Window Open Display Window
They are part of the general store
interior


Displays generate 1 out of 4 sales


They enable the customer to make a
selection without personal assistance
3. MERCHANDISE DISPLAYS
1. Closed Displays
2. Open Displays
3. Architectural Display
4. Point-of-Purchase
5. Store Decorations
KINDS OF DISPLAYS
Look but dont touch

Require sales person assistance

Expensive or fragile merchandise

Jewellery cases
CLOSED DISPLAYS
Handle merchandise without a
salesperson
Self-service
Used for most clothing
OPEN DISPLAY
Actual room setting

Furniture
ARCHITECTURAL DISPLAYS
Promote impulse buying

Items at the register
Batteries
Candy
Magazines
POINT-OF-PURCHASE
STORE DECORATIONS
Decorations for holidays
such as Christmas, Halloween
and Valentines Day
Interior displays use fixtures and
props to showcase merchandise

Props are generally classified as
decorative or functional
PROPS
Objects added that support
the theme of the display
Functional Props - practical items for holding
merchandise such as mannequins and shirt
forms

Decorative Props -Only purpose is to enhance
merchandise. Items such as trees, tables, cars.

Structural Props -used to support functional
and decorative props and change the physical
makeup of displays. (boxes, rods, stands,
stairways, etc)

TYPES OF PROPS
FUNCTIONAL PROPS
DECORATIVE PROPS
STRUCTURAL PROPS
Show the customer whats new
Show customer how to put together a total
look
A good display helps create multiple sales
Customers want to look like the display
Customers want you to show them what to
wear
IMPORTANCE OF
INTERIOR DISPLAYS
Often convey a common theme
through out the store
Animal prints, patriotic theme
Used to tell a color story
INTERIOR DISPLAYS
The large display in a store including the
mannequins & wall displays are usually
set up by visual department

Small table displays and fixture top
displays are usually set up & maintained
by the individual department staff
It is important to change
departmental displays
frequently
Should be chosen to
maximize merchandise
exposure
Just inside store entrance
At entrances to
departments
Near cash/wrap counter
Next to related items
By elevators and
escalators
Open-to-mall areas
INTERIOR DISPLAY LOCATIONS
WHEN TO CHANGE THE
DISPLAYS?

When new merchandise comes in
Just to change around the pieces of a
group that has been on the floor for
awhile
Gives the group a new look
The same customers walk
through your department
every week you want it to
look fresh
You want to give them a
reason to buy
WHAT TO USE FOR
SUCCESSFUL DISPLAYS?
Mannequins
Alternatives to mannequins
Fixtures
Props


Realistic
Semi realistic
Abstract
Semi-abstract
Headless
TYPES OF MANNEQUINS
REALISTIC
MANNEQUIN

Resembles the
everyday person
rather than a
movie star.
SEMI
REALISTIC

Is like realistic
mannequin,
But its makeup
is more
Decorative and
stylized.
ABSTRACT
Is concerned with creating an overall effect rather
than reproducing natural lines and proportions.
Features such as elbows, fingernails are rarely
indicated.
SEMI ABSTRACT
Is more stylized
than the
semi-realistic
mannequin and its
feature may be
painted or
suggested rather
than defined.
HEADLESS:
Has a full-size or
Semi-realistic body
with Arms and legs
but no Head.
It offers no
personality or
image.
ALTERNATIVES TO MANNEQUINS
Three quarter forms
Articulated artists figures
Dress forms and suit forms
Drapers
Hangers
Lay down techniques
Pin up techniques
Flying techniques

THREE-QUARTER
FORMS:

Representation of a
part of the Human
anatomy, such as the
Torso, the bust or the
area from Shoulder
to waist or from hips
to ankles.
ARTICULATED ARTISTS FIGURES
based on small wooden miniatures used by
artists and designers to get correct proportions
and poses for figure drawing when live model is
not available
DRESS FORMS AND SUIT FORMS
INFLATABLES

Are life-sized
balloons
That stimulate
parts of The
human anatomy.
Most resembles the
Lower half of the
body And is used to
show jeans and
pants.
DRAPER
Was a simple,
uncomplicated
and often
underused
alternative to
mannequin
HANGERS
Simple hanger can be an
alternative to the
mannequin. Hangers can
either be hung by invisible
wire from a ceiling grid or
it can be hung from a look
that extends from a wall
or panel.
PINUP TECHNIQUES
Makes use of a panel, wall Or some vertical
surface onto which a Garment can be
pinned, shaped and Dimensional zed.
LAY-DOWN TECHNIQUE
Involves the folding, pleating and placement of
garment next to garment or accessories next to
featured garment.
FLYING TECHNIQUES
merchandise is pulled, Stretched or pulled the
garment into abstract Shapes that present an
angular and crisp presentation.
ATMOSPHERICS
The design of an environment via:
visual communications
lighting
color
sound
scent
To stimulate customers perceptual and emotional
responses and ultimately influence their purchase
behavior
Name, logo and retail identity

Institutional signage

Directional, departmental and category signage

Point-of-Sale (POS) Signage

Lifestyle Graphics
VISUAL COMMUNICATIONS
Coordinate signs and graphics with stores
image
Inform the customer
Use signs and graphics as props
Keep signs and graphics fresh
Limit sign copy
Use appropriate typefaces on signs
Create theatrical effects
CONTD..
Sound
Music viewed as valuable marketing tool
Often customized to customer demographics - AIE
(http://www.aeimusic.com)
Can use volume and tempo for crowd control

Scent
Smell has a large impact on our emotions
Victoria Secret, The Magic Kingdom, The Knot Shop
Can be administered through time release atomizers or
via fragrance-soaked pellets placed on light fixtures
SOUND AND SCENT
CASE STUDY
Adidas
Adidas
Effectiveness : The display of upside down
women signifies the freedom and
independency of women which will motivate
them to walk in the store.

Why did it work : It forces female customers to
ponder what the store holds for them.

Visual merchandising is first and foremost
strategic activity.
Put your best-selling merchandise in your best-
selling space.
If you only do one thing with your store, make
it professional.
The storefront, tell the right story about what
kind of merchandise is available
Invest proper signage to take your store to the
next level.
CONCLUSION
BIBLOGRAPHY
www.textilescommittee.nic.in
www.google.com
www.wikipedia.com
www.visualstore.com
www.slideshare.com
Fashion: from concept to consumer 1999- frings, gini
stephen
Visual merchandising and display fifth edition martin

ANY
QUESTIONS?
SUBMITTED BY:
JASPREET kAUR
L-2010-HSC-09-BFD