Visual Merchandising Implementation Techniques

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 brand to attract the customer by the way of display. Here window display is shown in the figure: 1

The objective of Visual Merchandising

Visual merchandising helps our showroom or retail shop look 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 brands and new products in the market.

Tools and Techniques used for Visual Merchandising

There are a lot of tools used for Visual Merchandising. Such as

• Lights
• Mannequins
• Marquees
• Banners
• Sound

1. LIGHTS

Lightings are a powerful tool for visual merchandising between retailers and consumers. Some various types of lights are used in visual merchandising. Spotlight and focus light is used in ceilings. Ceiling height will be varying with different showrooms or shops. In the warehouse or discount mass merchant, the ceiling or mounting height will be at a high level. In department stores or specialty has a medium ceiling height. In boutique and designer showrooms the ceiling height will below. The spotlight ceiling is used to express bright color products. The focus light ceiling is used to expose the light color products as bright. The LED lights are used for display and decorative purposes.

2. MANNEQUINS

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 that doesn’t have any emotions in their face. It is mostly in black and fleshed skin color. These mannequins are used in a 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 that is unique from others. It is made up of glass fiber 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 of desirable poses according to the garment with bendy mannequins.

Leg mannequins

These are mannequins of mid-thigh to foot. This type is used in stockings displays.

Head mannequins

These are mostly used to display wigs and fancy hats.

3. MARQUEES

This is a special type of tool used to display a brand name or store name in the exterior and interior. It helps in the identification of stores or brands.

4. BANNERS

It helps in the background presentation of a product.

5. SOUND

Sound doesn’t come under visual, but it also correlation with visual merchandising. This gives a pleasant environment to a customer while purchasing. Mild music and karaoke are used in retail showrooms and shops.

Visual Merchandising Techniques used in Retail Showrooms

• Creating themes and stories
• Blocking
• Co-ordination
• Triangular formation
• Signage

Creating Themes and Stories

It is a type of technique in visual merchandising, to attract customers and get the best result. The theme or story should be simple and easy to understand. If we are using words to express our theme or stories, too many of words will get bored to a customer.

Blocking

Blocking is a technique of separating the products on shelves. In blocking garments may be in plies or hankering. By blocking technique the customer can easily purchase their desired product easily.

Coordination

In this technique, one main product joined and coordinates some matchable sub-products.     Ex: For displaying casual wear accessories like handbags, shoes are used.

Triangular Formation

It is a technique that seems like a triangle. The main product and low quantity product are in the top and the sub-product of medium quantity is in middle and more quantity in lower.

Signage

Exposing the logo or brand label in a product is signage. By signage, it’s easy to identify brand and size.

Types of Visual Merchandising

There are two types of visual merchandising methods followed in India. These are

1. Product merchandising
2. Departmental merchandising

Product Merchandising

In this, only one product is merchandised. It can be one product showroom. Ex: In a bag, a showroom bag can be only displayed.

Departmental Merchandising

Arrangement in each department is known as departmental merchandising.

Factors Affect Visual Merchandising

• The traffic of products will make confusion in products and irritation.
• A 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 customers and get in them to shop. This draping is done by students of Angel college of Engineering and Technology, Tirupur.

Conclusion

According to visual merchandising, the above is about tools, techniques, and factors that are used to expose the display. Visual merchandising is a visual communication between retailers and consumers to make the purchase. In India Visual merchandising is done according to festivals. And the theme and story are also based on a festival. It will surely help to increases the sales rating in the showroom also increases the visitors of the apparel retail showrooms.

AUTHORS BIOGRAPHY

V.GUNA POORANA JYOTHI

The author is currently an undergraduate student at the Department of Fashion Technology, Angel college of Engineering and Technology, Tirupur, her area of interest is visual merchandising.

Email:[email protected]

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