1. Role of Visual Merchandise
1.1. Visual Merchandise Manager •To manage a team •To communicate with brands
1.2. Dresser Visual Merchandise •To maintain retail standards • To be aware of fashion trend
2. Visual Merchandising In Retailing
2.1. Multiple Chain Stores
2.1.1. • Many high-street multiple chain stores have creative team to design, plan and organize their windows displays • High-street chains will have a similar visual merchandising structure to that of a department store • One visual merchandiser or a team of visual merchandiser may travel from store to store in a chain
2.2. Department Store
2.2.1. • One visual merchandiser or a team of visual merchandisers may travel from store to store in a chain, covering specific areas of the country. • For any major promotions, such as Hari Raya and sales, visual merchandisers will make the plan on visual merchandising of all chain stores.
2.3. Small Retail Outlets
2.3.1. • Smaller independent stores may enlist the help of self-employed visual merchandiser to help promote their merchandise • Freelancer can change the look and atmosphere of a store in a matter of hours
3. Elements Of Visual Merchandising
3.1. The Merchandise
3.1.1. show the new arrival items or promotional items and combine nicely the merchandise together to attract customers.
3.2. Materials and props
3.2.1. Anything can be a props ; a basket of bread, photo of kids on the beach, dried flowers, a chair, garden tools and many more
3.3. Mannequins
3.3.1. • Are used by apparel retailers to display their products. • Tools used to show customers what their product look like on a person • Displays have to grab shoppers attention
3.4. Lighting
3.4.1. • Can be used to enhance window display • Can be used in many ways in retail stores • Natural day light used at night reflect the merchandise appearance
3.5. Colour
3.5.1. • Different colour suggest and identify different theme and mood • Color is one of the most powerful tools in the visual merchandising segment • It attracts attention and pulls more customers into the store
3.6. Signage and graphics
3.6.1. • Can vary in in form and sizes based on location • It will be the first impression that many customers have • Should be neat and bright and show the brands and standards of the store
4. Definition
4.1. Merchandise
4.1.1. Marketing practise where the brand/image from one product/service is used to sell another
4.2. Visual
4.2.1. Sense of look/sight
5. History of Visual Merchandise
5.1. Mitsukoshi,Tokyo
5.1.1. • Introduced on 1673s • Established earlier than Harrods (1849) • Leading the department stores • Its innovation concept was based on custom • The aim was to bringing customer into the store rather than selling door to door • Aristide Boucicaut had the idea of setting up this kind of store
5.2. Le Bon Marche
5.2.1. • Boucicaut opened the world’s first department store (Paris) on1852 • The concept of the store spreaded to United States • Offered an impressive shopping experience through the grandeur of its architechture
5.3. Harrods
5.3.1. • Opened in London at 1849s • A small retail store selling groceries, perfumes and stationeries • Grew and became the renowned department store it is today
5.4. Gordon Selfridge
5.4.1. • On 15 March 1909,Selfridge became the benchmark of British retailing • Selfridge also included innovation in his store for his customer • By 1928, Selfridge had doubled the size of his stores as we now know
6. The Principles Of Design
6.1. Balance
6.1.1. • Equal distribution of objects • Different elements are equal
6.1.1.1. i. Symmetrical (identical on both sides) ii. Asymmetrical iii. Radial
6.2. Emphasis
6.2.1. Emphasis by Contrast
6.2.2. • Emphasis by Placement
6.2.3. • Emphasis by Isolation
6.3. Proportion
6.3.1. • Refers to the relative size and scale of the various element in design • It is the relationship between the elements used in a design. • Relationship of size, scale or weight.
6.4. Rhythm
6.4.1. • Line direction, eye movement • Movement from element to element • From dominant object to subordinate object • Use of line, color and lighting
6.5. Harmony
6.5.1. • Pleasing effect of combinations • It means all part of the visual image relate to and complement each other