SlideShare una empresa de Scribd logo
1 de 30
Visual Merchandising




       A Passion for design and cr
Retail In India
 India’s annual retail market, estimated to hover
 between $450 billion and $500 billion.

 AT Kearney has also conducted a different study
 which says that organised retailers should follow
 hypermarket concept to penetrate through India’s
 US$ 435 billion industry

 The Rs 18,673 billion (US$ 401 billion) Indian
 retail market entails only 6 per cent of itself as
 organised retail segment as of 2010, according to
 Booz and Co (India) Pvt Ltd. Hence, there is a
 great potential to be explored by domestic and
 international players.
Retail In India




The Business Monitor International (BMI) India
Retail Report for the fourth-quarter of 2011 forecasts
that the total retail sales will grow from US$ 411.28
billion in 2011 to US$ 804.06 billion by 2015. The
report has underlined factors like economic growth,
population expansion, increasing wealth of
individuals and rapid construction of organised
retail infrastructure as major drivers for the
optimistic forecast figures
Retail In India
    According to a research report named ‘Retail
    Sector in India’ by Research and Markets, Indian
    retail sector accounts for 22 per cent of the
    country's gross domestic product (GDP) and
    contributes to 8 per cent of the total employment.
    The report further highlighted that hypermarkets
    (currently accounting for 14 per cent of mall
    space) will witness immense progress in the
    Indian landscape.
                                                    Source Indian Brand Equity




 We need greater competition and therefore, need to take a firm view on opening
 up of the retail trade. – Manmohan Singh, Prime Minister of India
Retail Sector poised for phenomenal growth



  The Indian
Retail Sector,
currently the
Fifth largest
in the world,
 is poised for
 phenomenal
growth in the
coming years




                  ORGANISED RETAIL EXPECTED TO GROW 35-40% CAGR
Looking back FDI Policy in Retail Sector

 • Globalisation and liberalisation have immensely influenced the Indian
 economy and have gone a long way in making it a lucrative consumer market.

 • The total retail spend is estimated to double in the next five years, of which
 organised retail growing at a CAGR of 22 percent is estimated to be c. 21
 percent
FDI Policy in Retail Sector
Facts & figures
Visual Merchandising Communication
Visual Merchandising Communication
Global Retail Scenario
 In developed markets, retailing is one of the most prominent industries. In
 2008, the US retail sector contributed 31% to the GDP at current market prices.
 In developed economies, organized retail has a 75-80% share in total retail as
 compared with developing economies, where unorganized retail has a
 dominant share.




 Global retail sales was estimated to be around US$ 12 trillion in 20072;
Visual Merchandising Communication
Visual merchandising and communication

Visual Merchandising Communication (VMC) is
one of the quickest and most cost effective ways to
improve retail profits. Every store space has a cost;
misuse of that space eats into profit. , Visual
Merchandising & Communication helps improving
the conversion of visitors to purchasers and
increasing transaction values by encouraging multiple
sales.
Purpose of Visual merchandising & Comm.
The purpose of visual merchandising is to attract customers to the merchandise
for closer examination. Success in VMC involves the use of design.
The elements of design include:
     1. Color               4. Texture
     2. Line                5. Light
     3. Shape               6. Motion
The principles of design
The principles of design are:
    1. Emphasis
    2. Movement
    3. Balance
    4. Proportion

Emphasis is drawing the attention of the viewer to the most important part of a
display.
Movement refers to the way the design guides the viewers’ eyes over an item or
display.
Balance refers to the way items are placed around an imaginary centerline.
Proportion refers to the size and space relationship of all items in a display.
Role of Store Design in Retail Environment
• Store design is an extension of integrated retail communications
• It is a powerful communication weapon
• It communicates store image (store image versus customer self-concept)
• Provides dual role of attracting customers, and inducing customer’s
purchase decision.
Nature of store Design

•   Design for visual appearance (see it)
•   Design for a feel of environment (smell it)
•   Design for self-concept, store perception and reputation (status, and esteem)
•   Design for merchandise touch (physical appearance)
•   Design for image and reputation of a store.
•   Design for controversy (making people talk about it)
Objectives of Designing Store Environment

• To provide a pleasant shopping environment
• To provide a conducive environment for making shopping decisions and
choice
• To create an attractive atmosphere for shoppers
• To create alternative choice dimensions for consumers with shopping
experience
• To provide consumers with varied judgement of value.
Store Design Motives
 •   To keep up with market competition
 •   To introduce store concept to consumers
 •   To upgrade the store relative to competitors
 •   To improve customer satisfaction rate
 •   To comply with environmental regulations.
Total visual merchandising process
 Store environment       Merchandise            In-store customer     Consumer senses
 design                  presentation           communications        appeal

 Store facade            Major trends           Signs                 Sight
 Decor                   Store layout           Tickets
 Walls                   Presentation methods   Product information   Hearing
 Floors                  Assortment             Graphics
 Ceilings                organsiation           Sound                 Smell
 Lighting                Category co-
 Atmosphere              ordination             Textures              Taste
 Design Integrity        Sample displays        Entertainment
 Fixtures                                       Education             Touch
 Communications
 Heating & ventilation   Featuring              Active promotions     Concept
 Services                Lighting               Personal services     -ideas
 Interior partitioning   Colours                Cash points           -images
 Modular systems         Window displays        Interactive kiosks




     Source: Management Horizons (UK) Ltd (McGoldrick, p456)
Display Techniques
    Open displays
    create involvement
    opportunity to touch/feel

    Theme displays
     local/national festivals (Cricket or Wimbledon)

     Life-style displays
     includes pictures & other ‘display props’

    Names or concessions
    Collections of products linked to a brand

.   Window displays
    major attraction
    announce sales
    announce prices

     Category dominance displays
     display range & width using every size, colour etc.

    Power aisles
     Large quantity of a few items displayed
Factors supporting to an effective VMC
• Materials: VMC is used to target groups of consumers. The messages sent out
by different materials can help in this process.




• Atmosphere: Formation of a subliminal message by the creation of an aura or
atmosphere, which is interpreted favourably by the customer and results in higher
sales.




•   Lightening: Contributes to atmosphere, and overall design
Factors supporting to an effective VMC

• Signage: When visual cues are not sufficient, then other type of messages can
be used for location and guidance purposes, to communicate corporate policy
related to merchandise (brands, prices, sizes) & related to promotional activity




• The Corporate Image: The outlet and its environment play a large part in the
formation and maintenance of a corporate image. A favourable corporate image is
vital to retain loyal customers. Updating and refurbishing stores tells the customer
the retailer is in touch with their needs




• The Exterior Design: Communicates to customer who retailer is and what they
stand for (Fascianame, logo, corporate graphics and colours) Store entrance open
semi-open funnel / recessed / lobby standard door Window Location
Factors supporting to an effective VMC
   Color: Color is often the most dramatic and noticeable design element. Colors
   grab attention, create a mood, or affect how someone feels.
   Warm colors increase blood pressure, respiratory rate and other physiological
   responses – attract customers and gain attention but can also be distracting
   Cool colors are relaxing, peaceful, calm and pleasant – effective for retailers
   selling anxiety-causing products
Visual Merchandising



Visual Merchandising is the art of
displaying merchandise in a manner
that is appealing to the eyes of the
customer. It sets the context of the
merchandise in an aesthetically
pleasing fashion, presenting them in a
way that would convert the window
shoppers into prospects and ultimately
buyers of the product. A creative and
talented retailer can use this upcoming
art to breathe in new life into his store
products.
Visual merchandising Requirement & info..

 Visual merchandising and
 display basics
 •Why display
 •Colour and texture
 •Line and compensation
 •Light and lighting
 •Types of display and display settings




                                          Where to display
                                          Exterior of the store
                                          Display window
                                          construction
                                          Store interior
Visual merchandising Requirement & info..


  Successful display
  Mannequins
  Alternatives to the Mannequin
  Dressing the three dimensional form
  Fixture
  Visual merchandising dressing fixtures
  Modular fixtures
  Modular fixtures and systems on store planning
  Furniture as prop


                                               Visual merchandising and display
                                               techniques
                                               Attention-getting devices
                                               Colour plates
                                               Familiar symbols
                                               Making and proscenia
                                               Sale ideas
                                               Fashion accessories
                                               Graphics and signage
Promotion and the Promotion Mix of VMC



              Sales                Public
              Promotion            Relations and
                                   Publicity


                          Promotional
                             Mix



             Personal              Advertising
             Selling
Promotional Mix of VMC

•sales promotion: In any form of communication a business uses to inform,
persuade, or remind people about its products or to enhance its image

public relations: A promotional technique that uses any form of communication
to create a positive image for a business and non-paid message that
communicates information about a company’s merchandise, services, and
activities to the customers.

Advertising: The purpose of advertising is to inform, remind, and persuade. An
advertisement is designed to attract attention, develop interest, create desire, and
produce action.
Visual Merchandising Communication

Más contenido relacionado

La actualidad más candente

Visual merchandise ppt
Visual merchandise   pptVisual merchandise   ppt
Visual merchandise pptVikas Mishra
 
Visual merchandising.
Visual merchandising.Visual merchandising.
Visual merchandising.Tina Dhingra
 
Visual Merchandising
Visual Merchandising Visual Merchandising
Visual Merchandising Anchal kumari
 
Visual merchandising guidelines by moslem hilali
Visual merchandising guidelines by moslem hilaliVisual merchandising guidelines by moslem hilali
Visual merchandising guidelines by moslem hilaliMoslem HILALI
 
Toolkit visual merchandising
Toolkit visual merchandisingToolkit visual merchandising
Toolkit visual merchandisingArman Raju
 
Visual Merchandising 2020
Visual Merchandising 2020Visual Merchandising 2020
Visual Merchandising 2020Jonathan Baker
 
visual merchandising portfolio
visual merchandising portfoliovisual merchandising portfolio
visual merchandising portfolioAehshan Srivastav
 
Visual merchandising
Visual merchandisingVisual merchandising
Visual merchandisingKudaar
 
Merchandise presentation manual : Apparel Category
Merchandise presentation manual :  Apparel Category Merchandise presentation manual :  Apparel Category
Merchandise presentation manual : Apparel Category PESHWA ACHARYA
 
Visual Merchandising Presentation
Visual Merchandising PresentationVisual Merchandising Presentation
Visual Merchandising PresentationMarketing Success
 
Visual Merchandising Docket
Visual Merchandising DocketVisual Merchandising Docket
Visual Merchandising DocketAiswarya Kutty
 
Mood board and inspiration board
Mood board and inspiration boardMood board and inspiration board
Mood board and inspiration boardIIGJ Mumbai
 
Visual merchandising
Visual merchandisingVisual merchandising
Visual merchandisingTabib Ahmed
 

La actualidad más candente (20)

Mannequin
MannequinMannequin
Mannequin
 
Visual merchandise ppt
Visual merchandise   pptVisual merchandise   ppt
Visual merchandise ppt
 
Signage in vm
Signage in vmSignage in vm
Signage in vm
 
Visual merchandise
Visual merchandiseVisual merchandise
Visual merchandise
 
Visual merchandising.
Visual merchandising.Visual merchandising.
Visual merchandising.
 
Visual Merchandising
Visual Merchandising Visual Merchandising
Visual Merchandising
 
Visual merchandising
Visual merchandisingVisual merchandising
Visual merchandising
 
Visual Merchandising
Visual MerchandisingVisual Merchandising
Visual Merchandising
 
Visual merchandising guidelines by moslem hilali
Visual merchandising guidelines by moslem hilaliVisual merchandising guidelines by moslem hilali
Visual merchandising guidelines by moslem hilali
 
Toolkit visual merchandising
Toolkit visual merchandisingToolkit visual merchandising
Toolkit visual merchandising
 
Visual Merchandising 2020
Visual Merchandising 2020Visual Merchandising 2020
Visual Merchandising 2020
 
visual merchandising portfolio
visual merchandising portfoliovisual merchandising portfolio
visual merchandising portfolio
 
Visual merchandising
Visual merchandisingVisual merchandising
Visual merchandising
 
Merchandise presentation manual : Apparel Category
Merchandise presentation manual :  Apparel Category Merchandise presentation manual :  Apparel Category
Merchandise presentation manual : Apparel Category
 
Types of Denim Washing
Types of Denim WashingTypes of Denim Washing
Types of Denim Washing
 
Visual Merchandising Presentation
Visual Merchandising PresentationVisual Merchandising Presentation
Visual Merchandising Presentation
 
Visual Merchandising Docket
Visual Merchandising DocketVisual Merchandising Docket
Visual Merchandising Docket
 
Mood board and inspiration board
Mood board and inspiration boardMood board and inspiration board
Mood board and inspiration board
 
Visual merchandising
Visual merchandisingVisual merchandising
Visual merchandising
 
care labelling
care labellingcare labelling
care labelling
 

Similar a Visual Merchandising Communication

Consumer Behavior Final
Consumer Behavior FinalConsumer Behavior Final
Consumer Behavior Finalcaseyhuth
 
Vm iae 1 answer key
Vm iae 1 answer keyVm iae 1 answer key
Vm iae 1 answer keyJana Muthu
 
Dress Visual Merchandising Display
Dress Visual Merchandising DisplayDress Visual Merchandising Display
Dress Visual Merchandising DisplayIntrocanvas
 
Mpra paper 30365
Mpra paper 30365Mpra paper 30365
Mpra paper 30365Jaya Sp
 
Emerging Trends in Visual Merchandising - Marketing ppt
Emerging Trends in Visual Merchandising - Marketing pptEmerging Trends in Visual Merchandising - Marketing ppt
Emerging Trends in Visual Merchandising - Marketing pptAnushaAgarwal15
 
A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT...
A STUDY ON  CONSUMER BEHAVIOR ON THE BASIS OF         VISUAL MERCHANDISING AT...A STUDY ON  CONSUMER BEHAVIOR ON THE BASIS OF         VISUAL MERCHANDISING AT...
A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT...Gagan Gouda
 
Shopworks presentation 2016
Shopworks presentation 2016Shopworks presentation 2016
Shopworks presentation 2016João Barbosa
 
Crestive Display
Crestive DisplayCrestive Display
Crestive Displaysathve
 
Retail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & MetricsRetail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & Metricsretailmediainsights
 
Chapter 18 visual merchandising
Chapter 18 visual merchandisingChapter 18 visual merchandising
Chapter 18 visual merchandisingjohn3092
 
Visual Merchandising In Retail
Visual Merchandising In RetailVisual Merchandising In Retail
Visual Merchandising In RetailMary Stevenson
 
Week 17 promotion in retailing 1 2010
Week 17 promotion in retailing 1 2010Week 17 promotion in retailing 1 2010
Week 17 promotion in retailing 1 2010SueLayton
 
Visual Merchandising Practices used by Apparel Retail Stores
Visual Merchandising Practices used by Apparel Retail StoresVisual Merchandising Practices used by Apparel Retail Stores
Visual Merchandising Practices used by Apparel Retail Storesijtsrd
 
Retail Business
Retail BusinessRetail Business
Retail BusinessAnkit Sha
 
DOMESTIC AND GLOBAL MERCHANDISING.pptx
DOMESTIC AND GLOBAL MERCHANDISING.pptxDOMESTIC AND GLOBAL MERCHANDISING.pptx
DOMESTIC AND GLOBAL MERCHANDISING.pptxSathyaKavish
 
Marketing Management Session 3 & 4
Marketing Management Session 3 & 4Marketing Management Session 3 & 4
Marketing Management Session 3 & 4Harish Lunani
 

Similar a Visual Merchandising Communication (20)

Consumer Behavior Final
Consumer Behavior FinalConsumer Behavior Final
Consumer Behavior Final
 
Vm iae 1 answer key
Vm iae 1 answer keyVm iae 1 answer key
Vm iae 1 answer key
 
Visual Merchandising Case Study of Reliance Trends | Ankita | DSIFD Indore
Visual Merchandising Case Study of Reliance Trends | Ankita | DSIFD IndoreVisual Merchandising Case Study of Reliance Trends | Ankita | DSIFD Indore
Visual Merchandising Case Study of Reliance Trends | Ankita | DSIFD Indore
 
Visual merchendising
Visual merchendisingVisual merchendising
Visual merchendising
 
Dress Visual Merchandising Display
Dress Visual Merchandising DisplayDress Visual Merchandising Display
Dress Visual Merchandising Display
 
Mpra paper 30365
Mpra paper 30365Mpra paper 30365
Mpra paper 30365
 
Emerging Trends in Visual Merchandising - Marketing ppt
Emerging Trends in Visual Merchandising - Marketing pptEmerging Trends in Visual Merchandising - Marketing ppt
Emerging Trends in Visual Merchandising - Marketing ppt
 
A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT...
A STUDY ON  CONSUMER BEHAVIOR ON THE BASIS OF         VISUAL MERCHANDISING AT...A STUDY ON  CONSUMER BEHAVIOR ON THE BASIS OF         VISUAL MERCHANDISING AT...
A STUDY ON CONSUMER BEHAVIOR ON THE BASIS OF VISUAL MERCHANDISING AT...
 
Shopworks presentation 2016
Shopworks presentation 2016Shopworks presentation 2016
Shopworks presentation 2016
 
Crestive Display
Crestive DisplayCrestive Display
Crestive Display
 
Retail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & MetricsRetail Media Insights - Digital Retail Media Measurement & Metrics
Retail Media Insights - Digital Retail Media Measurement & Metrics
 
Chapter 18 visual merchandising
Chapter 18 visual merchandisingChapter 18 visual merchandising
Chapter 18 visual merchandising
 
Visual Merchandising In Retail
Visual Merchandising In RetailVisual Merchandising In Retail
Visual Merchandising In Retail
 
Week 17 promotion in retailing 1 2010
Week 17 promotion in retailing 1 2010Week 17 promotion in retailing 1 2010
Week 17 promotion in retailing 1 2010
 
Visual Merchandising Practices used by Apparel Retail Stores
Visual Merchandising Practices used by Apparel Retail StoresVisual Merchandising Practices used by Apparel Retail Stores
Visual Merchandising Practices used by Apparel Retail Stores
 
Marketing Management
Marketing ManagementMarketing Management
Marketing Management
 
Retail Business
Retail BusinessRetail Business
Retail Business
 
Design Management Project
Design Management ProjectDesign Management Project
Design Management Project
 
DOMESTIC AND GLOBAL MERCHANDISING.pptx
DOMESTIC AND GLOBAL MERCHANDISING.pptxDOMESTIC AND GLOBAL MERCHANDISING.pptx
DOMESTIC AND GLOBAL MERCHANDISING.pptx
 
Marketing Management Session 3 & 4
Marketing Management Session 3 & 4Marketing Management Session 3 & 4
Marketing Management Session 3 & 4
 

Último

Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 

Último (20)

Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 

Visual Merchandising Communication

  • 1. Visual Merchandising A Passion for design and cr
  • 2. Retail In India India’s annual retail market, estimated to hover between $450 billion and $500 billion. AT Kearney has also conducted a different study which says that organised retailers should follow hypermarket concept to penetrate through India’s US$ 435 billion industry The Rs 18,673 billion (US$ 401 billion) Indian retail market entails only 6 per cent of itself as organised retail segment as of 2010, according to Booz and Co (India) Pvt Ltd. Hence, there is a great potential to be explored by domestic and international players.
  • 3. Retail In India The Business Monitor International (BMI) India Retail Report for the fourth-quarter of 2011 forecasts that the total retail sales will grow from US$ 411.28 billion in 2011 to US$ 804.06 billion by 2015. The report has underlined factors like economic growth, population expansion, increasing wealth of individuals and rapid construction of organised retail infrastructure as major drivers for the optimistic forecast figures
  • 4. Retail In India According to a research report named ‘Retail Sector in India’ by Research and Markets, Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP) and contributes to 8 per cent of the total employment. The report further highlighted that hypermarkets (currently accounting for 14 per cent of mall space) will witness immense progress in the Indian landscape. Source Indian Brand Equity We need greater competition and therefore, need to take a firm view on opening up of the retail trade. – Manmohan Singh, Prime Minister of India
  • 5. Retail Sector poised for phenomenal growth The Indian Retail Sector, currently the Fifth largest in the world, is poised for phenomenal growth in the coming years ORGANISED RETAIL EXPECTED TO GROW 35-40% CAGR
  • 6. Looking back FDI Policy in Retail Sector • Globalisation and liberalisation have immensely influenced the Indian economy and have gone a long way in making it a lucrative consumer market. • The total retail spend is estimated to double in the next five years, of which organised retail growing at a CAGR of 22 percent is estimated to be c. 21 percent
  • 7. FDI Policy in Retail Sector
  • 11. Global Retail Scenario In developed markets, retailing is one of the most prominent industries. In 2008, the US retail sector contributed 31% to the GDP at current market prices. In developed economies, organized retail has a 75-80% share in total retail as compared with developing economies, where unorganized retail has a dominant share. Global retail sales was estimated to be around US$ 12 trillion in 20072;
  • 13. Visual merchandising and communication Visual Merchandising Communication (VMC) is one of the quickest and most cost effective ways to improve retail profits. Every store space has a cost; misuse of that space eats into profit. , Visual Merchandising & Communication helps improving the conversion of visitors to purchasers and increasing transaction values by encouraging multiple sales.
  • 14. Purpose of Visual merchandising & Comm. The purpose of visual merchandising is to attract customers to the merchandise for closer examination. Success in VMC involves the use of design. The elements of design include: 1. Color 4. Texture 2. Line 5. Light 3. Shape 6. Motion
  • 15. The principles of design The principles of design are: 1. Emphasis 2. Movement 3. Balance 4. Proportion Emphasis is drawing the attention of the viewer to the most important part of a display. Movement refers to the way the design guides the viewers’ eyes over an item or display. Balance refers to the way items are placed around an imaginary centerline. Proportion refers to the size and space relationship of all items in a display.
  • 16. Role of Store Design in Retail Environment • Store design is an extension of integrated retail communications • It is a powerful communication weapon • It communicates store image (store image versus customer self-concept) • Provides dual role of attracting customers, and inducing customer’s purchase decision.
  • 17. Nature of store Design • Design for visual appearance (see it) • Design for a feel of environment (smell it) • Design for self-concept, store perception and reputation (status, and esteem) • Design for merchandise touch (physical appearance) • Design for image and reputation of a store. • Design for controversy (making people talk about it)
  • 18. Objectives of Designing Store Environment • To provide a pleasant shopping environment • To provide a conducive environment for making shopping decisions and choice • To create an attractive atmosphere for shoppers • To create alternative choice dimensions for consumers with shopping experience • To provide consumers with varied judgement of value.
  • 19. Store Design Motives • To keep up with market competition • To introduce store concept to consumers • To upgrade the store relative to competitors • To improve customer satisfaction rate • To comply with environmental regulations.
  • 20. Total visual merchandising process Store environment Merchandise In-store customer Consumer senses design presentation communications appeal Store facade Major trends Signs Sight Decor Store layout Tickets Walls Presentation methods Product information Hearing Floors Assortment Graphics Ceilings organsiation Sound Smell Lighting Category co- Atmosphere ordination Textures Taste Design Integrity Sample displays Entertainment Fixtures Education Touch Communications Heating & ventilation Featuring Active promotions Concept Services Lighting Personal services -ideas Interior partitioning Colours Cash points -images Modular systems Window displays Interactive kiosks Source: Management Horizons (UK) Ltd (McGoldrick, p456)
  • 21. Display Techniques Open displays create involvement opportunity to touch/feel Theme displays local/national festivals (Cricket or Wimbledon) Life-style displays includes pictures & other ‘display props’ Names or concessions Collections of products linked to a brand . Window displays major attraction announce sales announce prices Category dominance displays display range & width using every size, colour etc. Power aisles Large quantity of a few items displayed
  • 22. Factors supporting to an effective VMC • Materials: VMC is used to target groups of consumers. The messages sent out by different materials can help in this process. • Atmosphere: Formation of a subliminal message by the creation of an aura or atmosphere, which is interpreted favourably by the customer and results in higher sales. • Lightening: Contributes to atmosphere, and overall design
  • 23. Factors supporting to an effective VMC • Signage: When visual cues are not sufficient, then other type of messages can be used for location and guidance purposes, to communicate corporate policy related to merchandise (brands, prices, sizes) & related to promotional activity • The Corporate Image: The outlet and its environment play a large part in the formation and maintenance of a corporate image. A favourable corporate image is vital to retain loyal customers. Updating and refurbishing stores tells the customer the retailer is in touch with their needs • The Exterior Design: Communicates to customer who retailer is and what they stand for (Fascianame, logo, corporate graphics and colours) Store entrance open semi-open funnel / recessed / lobby standard door Window Location
  • 24. Factors supporting to an effective VMC Color: Color is often the most dramatic and noticeable design element. Colors grab attention, create a mood, or affect how someone feels. Warm colors increase blood pressure, respiratory rate and other physiological responses – attract customers and gain attention but can also be distracting Cool colors are relaxing, peaceful, calm and pleasant – effective for retailers selling anxiety-causing products
  • 25. Visual Merchandising Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products.
  • 26. Visual merchandising Requirement & info.. Visual merchandising and display basics •Why display •Colour and texture •Line and compensation •Light and lighting •Types of display and display settings Where to display Exterior of the store Display window construction Store interior
  • 27. Visual merchandising Requirement & info.. Successful display Mannequins Alternatives to the Mannequin Dressing the three dimensional form Fixture Visual merchandising dressing fixtures Modular fixtures Modular fixtures and systems on store planning Furniture as prop Visual merchandising and display techniques Attention-getting devices Colour plates Familiar symbols Making and proscenia Sale ideas Fashion accessories Graphics and signage
  • 28. Promotion and the Promotion Mix of VMC Sales Public Promotion Relations and Publicity Promotional Mix Personal Advertising Selling
  • 29. Promotional Mix of VMC •sales promotion: In any form of communication a business uses to inform, persuade, or remind people about its products or to enhance its image public relations: A promotional technique that uses any form of communication to create a positive image for a business and non-paid message that communicates information about a company’s merchandise, services, and activities to the customers. Advertising: The purpose of advertising is to inform, remind, and persuade. An advertisement is designed to attract attention, develop interest, create desire, and produce action.