Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus and in

perspective too. It educates the customers, creates desire and finally augments the selling process.

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

A creative and talented retailer can use this upcoming art to breathe in new life into his store products.

Passion for design and creativity are essential to be a good visual merchandiser. A perfect design process and the ability to create ideas that are different are required.

Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly

Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales

Components of Visual Merchandising:

 

There are certain things which a retailer needs to take care while proceeding with the process of displaying his products. These components when combined together in a proper ratio will make a successful outcome.

Make merchandise the focal point:

 

The main goal of display is to showcase the products within the overall display area. Customers give three to five seconds of their attention to window display. The retailers visual message should be conveyed to the customer in that short period of time eye.

Display themes to appropriately support the product:

 

Right choice of colors

Color is one of the most powerful tools in the Visual Merchandising segment. It is a visual perceptual property. Colors can be associated with emotions, special occasions and gender. It attracts attention and pulls more customers into the store. A retailer has to focus on the right choice of color that would match with the theme of display.

Its essential to have themes for all retail displays. They can be romantic, wild, or capricious, and capture peoples imaginations.

A good theme will lure the customer with a shopping mood into the store. Themes mainly depend upon the retailers

Its essential to have themes for all retail displays. They can be romantic, wild, or capricious, and capture peoples imaginations.

A good theme will lure the customer with a shopping mood into the store. Themes mainly depend upon the retailers

Display should complement the retailers other strategies:

 

The content of the display should complement the in store environment and other marketing strategies of the retailer. If the retailer has a specific logo, the colors of the display can reflect the same color of the logo.

You can’t put a price on originality. We’re going to try anyway.

Established in 1908, over the last century, those unique individuals who have shaped sports, fashion and popular culture the world over have worn Converse shoes. They are those who lead by inspiring others. Similarly, Converse has always been a leading innovator – the iconic Chuck Taylor is the number one shoe sold worldwide. And today, the company is one of the fastest growing footwear companies in the world

Converse is synonymous to popular youth culture. From peppy college youth to punk-rock metalheads, street-smart, hip-hoppers, brooding grunge lovers to the zestful sports enthusiasts, everyone is swears by Converse.

The core target market for Converse is the “optimistic rebel” who wants to be different, irreverent, and creative.”Chucks is the everyman shoe and it inspires originality. The shoes have a unique attitude and are massively simple.

Although black high-tops are the most popular and original, there are such styles as gray, black, and pink plaids low-tops to peace signs high-tops. Third, they are the shoes that will match any type of personality and fit any clothes. Emotional people can wear black, while happy-go-lucky groups consider bright colors and patterns.

Unique Visual merchandising:

As already discussed, the target market for Converse is essentially the youth, the uncomplicated rebels with creativity and simplicity. The visual merchandising of Converse is in sync with the sentimentalities of this section.

The VM is focused around the products. It does not use the shock and awe factor, rather the attractiveness lies in its elegant simplicity.

The main USP of Converse is not the individuality and exclusivity of the products but their easy funkiness. Therefore, all the merchandise is given equal floor/rack space.

Since the products are affordable, cutting across all economic segments, the ambience of the store is cozy and relaxed. There is no effort to make it look sophisticated. The use of bright and glossy colour themes is seldom used in the stores.

Converse showrooms flaunt their lineage and history whenever possible. The merchandise is set in a very informal way, which gives it a feel of earthy bohemia.

Converse VM is funky. It oozes raw exuberance and derives heavily from popular culture, be it the streets , music or sports. It is freaky and it is fun!

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Converse is music. This is its main reason for tremendous popularity. It is well displayed in its VM and promotional activities.

ROCK ‘n ROLL with

PUMA, is a major German multinational company that produces high-end athletic shoes, lifestyle footwear and other sportswear.

Puma symbolizes the combination of speed, power and elegance.

Puma has leveraged savvy urban hipster circles and is targeted towards a niche market of upwardly mobile, seeking an individual expression.

What makes Puma different from other active sportswear brand is that it has integrated fashion and lifestyle features seamlessly.

Puma products have distinctive sleek shapes and come in eclectic colour combinations that stand out n the crowd.

Visual merchandising that sets them apart:

Does not deviate from the central theme:

Puma VM does not deviate from its central Red and White theme which creates a lasting impact upon the customers. This also relates to its iconic brand logo, giving it more visibility and unique identification.

Swanky interior that has a squeaky clean image. It is keeping in mind with its upper-middle class target group who are chic and sophisticated.

It does not have a rusty or earthy feel; it rather dazzles and mesmerizes the customer.

The ideal rich boy’s playground.

The other major hallmark of Puma showrooms is use of distinctive geometric shapes like arcs, rectangles etc that define purpose and clarity.

The showrooms generally also have plenty of free floor-space available that gives the customers freedom to roam, contrary to many other outlets which are cramped and stacked with merchandise.

The stores normally have bright and clear white light which compliment the colour theme.

The stores are very modern and minimal in their look, feel and layout.

Selected merchandise on display, like a limited edition or a new line is given individual focus to capture the attention of the customers

Puma VM is targeted to portray motion, agility and a sense of exhilarating power through its displays.

The images speak more than words. Puma is for those who believe in pushing themselves beyond the edge, who touch the limits and surpasses them.

Usain Bolt, speed-king; face of Puma

The extravagance of youth…

Puma lifestyle products are targeted at the youth who have the means to splurge and live an “on- the- go” and colourful life. The Puma visuals portray the vibrancy of this idea and their products.