Fashion Merchandising

A Case on Visual Merchandising

The Silent Salesperson...

Submitted By Farzand
Gargi
Meghna
Sammarth
Suhani
Arlene Millstein
Store Manager
Travis Van Gundy
Merchandising Director
Arlenes Perspective on Visual Merchandising

Arlene thinks the window and interior display are the most effective tools
for promoting the merchandise sold in large quantities.

Items carried in depth for newspaper and catalog advertising also private
labels should form part of the their stores primary window and interior
display.
Traviss Perspective on Visual Merchandising

Travis believes that the window and interiors display should be dramatic and
innovative, designed to catch the consumers eye.

Travis is adamant that his philosophy of display design is correct.

 Arlene finally brings up her concerns about the selected display
merchandise and Travis is not pleased that Arlene does not appreciate his
creative work.

The discussion evolves into a heated debate and they decide to meet Tom
Green and conform to Mr. Greens decision.

I have studied VM, my

Lets display the popular theory is correct.
merchandise.
Travis Van Gundy

Travis is a VM expert.
VM is purely a science of aesthetics.
A walk by shopper can be converted into a walk in shopper by
his techniques.
The items on display must be unique to lure customers.
Arlene Millstein

Stores should be a direct reflection of their core

competencies, i.e no one store is operated the same way.
Aesthetics is the key, customers perceive an object they
observe through their senses, primarily through
ophthalmoception
Integrity must be maintained with regard to what is being
advertised and what is actually being displayed on the store.
Solution
Traviss and Arlenes choices are both to be considered,
Traviss decision about introducing unique products is
important to enhance the store branding and improve
customer sales.
Arlenes choice of improving the sales of the existing products
by promotion and display is essential for large sale volumes.
Both of them should work together and come up with a
display design that maintains the store uniqueness and also
giving importance to their popular and hot selling items.