What Exactly Does Visual Merchandising Do?

Visual Merchandising is an important support for fashion retail operations. It gives the business an edge over competition. Strategically used, visual merchandising can even create a brand identity. It establishes a connection between merchandise and fashion.

The right kind of Visual Merchandising boosts the sales graph rise upwards. This is achieved by creating an environment not only to attract a customer but also to retain his/her interest, create desire and finally augment the selling process. Generally, the store makes use of a publication generated by them called the VM guidelines. These guidelines discuss in detail how the store is set up ranging from what type of fixtures to use in each area, use of store logo to distance of shelves from each other and many more.

These guidelines are based on a Visual Plan (Fig: 1). The visual plan is an actual photograph, a hand drawn illustration or graphic presentation of a display. It is also known as a plan-o-gram.

A plan-o-gram is nothing more than a picture of how various fixtures, shelves and walls will present your merchandise. It is a simple but a very powerful concept because it takes into consideration research on buying habits of consumers.

Creating a plan-o-gram forces the retailer to carefully evaluate which products go where and how many will be displayed (7). Of course, it also includes building and designing a store space that understands the theme, functionality and commercial viability of the fashion retailer. An effective store design can in many cases bring about much more sales than a substantial expenditure on an advertisement campaign (5).

How Exactly Does Visual Merchandising Work?

As it is said, "You never get a second chance to make a first impression". In order to make VM work, the retailer needs to utilize VM to develop a powerful store-image effectively. Image can be described as the overall look of a store and the series of mental pictures it evokes within the beholder.

Everything you do in the store must fit into the image you chose to create. Creation of a recognizable image that will be applied and communicated effectively through multiple media to gain customer recognition and loyalty. "Image is everything" (Fig: 2).

Studies indicate that a retailer has roughly seven seconds to capture the attention of a passing customer. The following elements combine to from a distinctive image that not only reaches out and grabs the customer's attention, but also makes a positive impression within those precious seconds. The image makers are: an identifiable store name, a powerful visual trademark, an unmistakable storefront, an inviting entrance and a consistent and compelling store look and hook (3).

The entire store experience would be said to have an effectively working visual merchandising if each of the above would be consistent in reinforcing the brand image.

For example: an inviting entrance is crucial in stopping the customer and establishing a positive first impression, (Fig: 3) but all is lost if the inside of the store does not reinforce this message instead create feelings of confusion. This signals to the customer that exterior image will not be fulfilled the inside. Truly impressive stores consistent in all efforts from the store front through to the stock room.

If the above constitutes a powerful visual look, visual hooks are a call to action that diverts a customer's attention to your store with a "Stop - there's thing here for you". An exciting entrance presentation, an effectively promotional offering, a powerful interior display, in-store animation events all serve as magnets to draw customer in.