What are the Tools of Visual Merchandising?

According to Apurv Satdeve of Rex "Visual Merchandising is about appeal and attracting the customer to all the sensory pleasures" (8). So that can be designed and put to create a unique sensorial experience for the customers should be used.

Broadly these comprise of fixtures, props, lighting, graphics and signage. Fixtures (Fig: 4) include fascia design, interior store design, window and entrance door, flooring & ceiling, display systems, merchandise display systems, stock keeping units (skills) and furniture.

Props (Fig: 5) are items used for display purposes like mannequins, theme based products and accessories. Highly specialized props fabricated from a variety of materials are available/created by experts for VM.

Mannequins are the most widely used props for Visual Merchandising in fashion. Today, one can choose from various types like abstract, articulated, custom, ethnic, headless or junior, to name just a few.

The Indian retail industry is estimated to have a market size of $180 billion accounting for a national GDP of 10%. It is poised to see a growth of 11 -12% per year. India is placed sixth in the global retail development index and it is predicted that there will be 1000 - 1500 stores in each of the metros by next year. The Indian retail business has the capacity to employ over 2 million in new jobs within the next 6 years. About 60% of these are expected to be in the area of fashion and lifestyle, and visual merchandising is one key area for the same.

Lighting (Fig: 6): An often overlooked and underestimated tool available to retailers is store lighting. Studies show that proper lighting can increase merchandise sales by up to 20%. Effective lighting is a key in the sale of merchandise in helping to create that favorable first impression of the merchandise and its surroundings. Good lighting can guide the customer's eyes, reveal the color and cut of the merchandise, show the styling and tailoring details and emphasize the good qualities of the outfit, helping the merchandise to be pre-sold to customer (9).

Signage: (Figs: 7 & 8) Proper signage has been shown to increase the sale of an item by over 40%. As much as 80% of all sales are generated at the point of purchase (POP) by signage, displays and events within the store.

Signage is the "silent salesperson" for the retailer and must reflect the correct brand image.

There are various types of signage. For example:

• promotional signage which informs the customer about off price events or schemes;
• location signage which directs the buyer to specific departments or merchandise;
• institutional signage which gives information on store policies, charitable events etc., and
• informational signage provides product related information like special features, benefits, sizes, price etc (4).

Visual Merchandising in India

With the business of fashion in the country getting more competitive, VM is the only differentiator, especially in a scenario where consumers encounter that the same fashion designs almost uniformly.

The last thing the customer needs is another store just like all the other stores. Boredom, sameness and mediocrity pretty much summarize retail store designs in India today. There is lack of innovation. Too many retailers look at a store chain that is successful and then try to "Knock Off its look.

Indian consumers are turning increasingly global in their outlook having become much more aware of design trends in the business of fashion; and, emphatically or not, are demanding the same levels of design and innovation from store spaces.