Art Business Marketing and Visual Merchandising or Fashion Design Portfolio

Visual Merchandising (VM) is the art of using a retailer's products and combining it with other visual elements (props, lighting, materials, artwork,..etc) to create an appealing visual display of the merchandise offered for sale. The main goal of visual merchandising is to maximize sales through artistic display of merchandise.

History of Visual Merchandising

The concept of visual merchandising was starting time introduced to retail in 1883 by Harry Gordon Selfridge, when he was working at Marshall Fields and decided to make products more than attainable to customers by removing counters and using tables for display instead. He was likewise the first to employ windows for merchandise brandish, instead of being merely used for lighting purposes only.

The success of this new concept has invited competitors to do the same, and always since VM has become an essential part of retailing.

Elements of Visual Merchandising

VM uses external and internal elements of the shop to deliver a coherent epitome to the customers

Interior Elements of VM

• Shop Design: The decoration of the store to friction match the theme delivered to the client. This includes the furnishings, carpets, wall paintings, shelves and pictures.
• Store Layout & Planogram: The store plan that assigns specified areas of the shop to different production groups.
• Display Space: Infinite used to brandish the products.
• Signage: Any printed materials that display the store's message to the customers.
• Lighting: Lighting is a very important element in creating the store ambience and in highlighting specific focus areas.
• Materials: Materials used in VM include fixtures, props, frills and marketing materials.
• Colors: Colors play an important role in creating a coherent atmosphere and telling a relevant story to the electric current season.

Exterior Elements of VM

• Window: Designed to attract customers into the store and reflect the electric current theme of the shop's merchandise.
• Store Front: The expanse surrounding the store archway.

Importance of Visual Merchandising

Visual merchandising plays an of import role in conveying the store's message to the customers through product displays and visual elements. Information technology is frequently referred to as the "silent salesperson" due to its office of providing customers with of import information, likewise as suggestive selling.

Retailers who master VM proceeds a competitive advantage over the competition, because the visual brandish is what first draws customers into the store while browsing the mall.

Research has also shown that customers prefer shopping with stores that have a "personality" manifested through the shop design and atmosphere. It has too shown that VM enhances brand recognition and recall.

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Store Atmosphere

Store atmosphere uses visual merchandising, together with other elements to create a special ambience that enhances the customer shopping experience and gives a store its special identity in customers' minds.

Elements of store atmosphere include:

1. Lighting
2. Background Music
3. Color
4. Visual Merchandising

Making certain that all those elements evangelize the same feeling and message is key in creating a special "personality" for the store.

Commercial Visual Merchandising

The term "Commercial VM" has been gaining popularity and focus amongst retailers in the past few years. The main goal of this focus is to ensure that visual displays are planned and created with the main goal of driving sales, and not merely to create a cute picture.

This is because visual merchandisers by nature are very artistic people, so retailers want to make sure that art will get hand in paw with commerciality.

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It is also a strategy aimed at brining visual teams and operations teams together to fulfill the primary goal of the system; i.eastward to deliver sales and profits.

Bottom Line

Visual merchandising is an of import concept in retailing, aimed at using visual elements to drive sales and evangelize a desirable customer shopping feel.

Retailers who employ this concept properly stand to proceeds an advantage in the market place and maintain brand loyalty.

Retailer &  Founder of Retail Dogma, Inc.

Rasha has 14 years of retail & ecommerce feel. She has started an ecommerce business concern in 2008, and later worked at H&Thou, Bath & Body Works,Victoria'south Underground and Landmark Group. She'southward lived in 4 different countries, speaks 3 different languages and holds an MBA in Strategic Management & Marketing.

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Source: https://www.retaildogma.com/visual-merchandising/

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