Visual Merchandising Implementation Techniques and Its Importance in Retail Apparel Showrooms
This is the article about visual merchandising implementation techniques and importance of the visual merchandising in apparel retail showrooms. Through implementing these techniques you can increase the sales rate and increase the visitors. Visual merchandising is a process of enhancing and embellishing of a product or brands to attract the customer by the way of display. Here window display is shown in the figure: 1
Objective of Visual Merchandising
By visual merchandising it helps our showroom or retail shop looks tidy and neat. It avoids the time taken for product searching and confusion of products for customers. It also increases the customer visit to the shops and showrooms. Also promote new brand and new product in market.
Tools and Techniques used for Visual Merchandising
There are lot of tools used for Visual merchandising. Such as
Lighting’s are a powerful tool of visual merchandising between retailer and consumer. Some various types of lights are used in visual merchandising. Spot light and focus light is used in ceilings. Ceiling height will be varying with different showrooms or shops. In warehouse or discount mass merchant the ceiling or mounting height will be in high level. In department stores or specialty have the medium ceiling height .In boutique and designer showrooms the ceiling height will be low. The spot light ceiling is used to express the bright color products. The focus light ceiling is used to expose light color product as bright. The LED lights are used for display and decorative purpose.
There are several types of mannequins used in retail shops and showrooms.
- Natural mannequins
- Faceless mannequins
- Headless mannequins
- Abstract mannequins
- Bendy mannequins
- Leg mannequins
- Head mannequins
Natural mannequins: These type of mannequins looks like a real human being. It poses like human beings. These types of mannequins are mostly made up of wax.
Faceless mannequins: It is a type of mannequin which is like faceless. They have a blank face doesn’t have any emotions in their face. It is mostly in black and fleshed skin colour. These mannequins are used in display of ladies lingerie like brassieres etc.
Headless mannequins: This is one type of mannequins which doesn’t have the head. it is mostly used to display wigs, clothes, bags, shoes…etc.
Abstract mannequins: It’s a type of mannequins which is unique from others. It is made up of glass fibre material.
Bendy mannequins: It is very flexible mannequins with adjustable body parts and it is easy to dislocate parts to wear the garment. We can make different type desirable poses according to garment with bendy mannequins.
Leg mannequins: These are mannequins of mid –thigh to foot. This type is used in stockings display.
Head mannequins: These are mostly used to display wigs and fancy hats.
This is a special type of tool used to display brand name or store name in exterior and interior. It helps in identification of store or brand.
It helps in background presentation of a product.
Sound doesn’t comes under visual, but it also correlation with visual merchandising. This gives pleasant environment to customer while purchasing. Mild music and karoke are used in retail showrooms and shops.
Visual Merchandising Techniques used in Retail Showrooms
- Creating themes and stories
- Triangular formation
Creating Themes and Stories
It is a type of technique in visual merchandising, to attract customers and get a best result. Theme or story should be simple and easy to understand. If we are using words to express our theme or stories, too much of words will get bored to customer.
Blocking is a technique of separating the products in shelves. In blocking garments may be in plies or hankering. By blocking technique the customer can easily purchase their desirable product easily.
In this technique one main product joined and coordinates some match able sub-products. Ex: For displaying casual wear accessories like hand –bags, shoes are used.
It is technique which seems like triangle. The main product and low quantity product is in top and sub product of medium quantity is in middle and more quantity in lower.
Exposing the logo or brand label in product is signage. By signage it’s easy to identify brand and size.
Types of Visual Merchandising
There are two types of visual merchandising method followed in India. These are
- Product merchandising
- Departmental merchandising
In this, only one product is merchandised. It can be one product showroom. Ex: In a bag showroom bag can be only displayed.
Arrangement in each department is known as departmental merchandising.
Factors Affect Visual Merchandising
- Traffic of products will make confusion in products and irritation.
- Same and repetitive display will bore the customer.
- Unpleasant smell and uncomforted aisle will affect the neat display
Some Eco Friendly Visual Merchandising
Here the draping done by using papers and tree leaves for attracting customer and get in them to shop. This draping done by students of Angel college of Engineering and Technology, Tirupur.
According to visual merchandising, the above is about tools, techniques, and factors are used to expose the display. Visual merchandising is a visual communication between retailer and consumer to make them purchase. In India Visual merchandising is done according to festivals. And the theme and story is also based on festival. It will surely help to increases the sales rating in showroom also increases the visitors of the apparel retail showrooms.
V.GUNA POORANA JYOTHI
The author is currently an undergraduate student at the Department of Fashion Technology, Angel college of Engineering and Technology, Tirupur.
HerArea of interest is visual merchandising.
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