Visual Merchandising ASSGNMNT

8/3/2019 Visual Merchandising ASSGNMNT

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SUBMITTED BY-

RAVIRANJAN KUMAR/20USHA GUPTA/31

SWATI GUPTA/30ZAINAB QUAMAR/32ASHISHKANT RAW/06

FASHION DESIGNSEMESTERV

BATCH-2009-2013NIFT-KOLKATA


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Visual Merchandising Defined:

The physical presentation of products

Visual Merchandising is the art of displaying merchandise in a manner thatis appealing to the eyes of the customer.

Passion for design and creativity are essential to be a good visualmerchandiser. Awareness of happenings in the fashion world is needed inorder to keep up-to-date with the dynamics of the market constantly.

Creating an attractive product display can draw the customer in, promote aslow-moving item, announce a sale, or welcome a season. If your storefront is fortunate enough to feature one or more windows, then you haveone of the most proven (and least expensive) forms of advertising at yourdisposal.

Its not just about window displays Store design, planning, store and department identification, traffic control, store layout,

space/ sales analysis, fixturing, window displays, interior concept/ design, and displayresearch, signs, POS, sales promotions etc.


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Visual presentation has

an advantage overbroadcast and print

advertisements over60% of all women gettheir clothing ideas from

store displays.Martin Pegler (Author of Visual Merchandising and display. 2006)


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Who uses VM

Retailers: Make merchandising

desirable

Make merchandise easy to

locate in the store Introduce and explain new

products

Promotes store image

Entice customers into the store Show merchandise assortment


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the eyes of the store

Window: The window is also know as the eyes to the interior of the store Reinforce brand image Introduce brand/ product line to new or existing customers Strengthen traffic and sales

Types of windows:

Closed back Advantage:

Less background distractions

Disadvantage: Could appear as a barrier, Intimidating

Open back; Advantage:

Customer can see into the store

Disadvantage: Distraction from store merchandise Cant use screens, curtains, banners, plants etc


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Close back window

Open back window


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VM design elements Colour

Can immediately create a mood

Lighting: Should accent focal point, if possible

Customers entering a store are greatly influenced by the visual information they gather in thefirst split second. One simple visual element, such as colour, can catch a shopper's attentionand also greatly affect their mood. In today's ultra competitive market place it is of paramountimportance that retailers understand the basics of visual merchandising.

A right choice of colours in the display can turn walkers into stoppers and significantly convertthem into customers. It is therefore mandatory to choose the right colour for the right themeof display.

Texture Surface treatment or feel Smooth surfaces appear lighter

Textured surfaces appear darker Can be suggestive:

Feminine versus masculine


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Line Vertical:

Strength, height, pride, dignity Horizontal: Easy going, restful

Curved: Grace, charm, feminine Diagonal: Action, force, strong

Balance Symmetrical: Formal Asymmetrical: Informal/ often more

interesting

Dominance: By colour, size or position Attracts the eye first Usually the merchandise

Contrast: Show a sharp difference between

objects Can use colour or texture


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Proportion: Relationship of size, scale, or weight Baby shoes next to a huge teddy

bear??? Attracts attention Promote and idea or look

Fragile versus weak

Rhythm:

Movement from element to element From dominant object to subordinate

object Use of line, colour, lighting Circular Triangle

Repetition Colour, line, shape Creates importance and dominance


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StoreAtmospherics The design of an environment via:

To stimulate customers perceptual and emotional responses and ultimately influence their purchasebehavior

visual communications

Name, logo and retail identity

Signage

Directional, departmental and category signage

Point-of-Sale (POS) Signage

Lifestyle Graphics

Coordinate signs and graphics with stores image

Inform the customer

Use signs and graphics as props

Keep signs and graphics fresh


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SKILL Required for A Merchandiser

Good technical knowledgeof Fabrics and their sourcing (Woven andKnitted etc.)

Good technical knowledge ( Applications etc) of Trims and

Accessories and their sourcing.

Communication skills

Decision Making skill

Managerial skills

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Negotiation skills

Mathematical ability


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Dedication

Enthusiasm

Honesty

Awareness Stamina

Decision making

Mathematical skills

Communication skills

Negotiation skills

Managerial skills

Computer knowledge

Traits and Skills required for

a successful merchandiser


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Case study....

SURVEY OF THE WORK OF A VISUAL MERCHANDISER IN A RETAIL STORE


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Company Description : Big Bazaar is a chain ofhypermarkets in India, with more than 100 storesin operation. It is a subsidiary of Future GroupLimited. Big Bazaar is a complete shoppingexperience for you and your family. Big Bazaaroffers everything from home furnishings, utensils,crockery, cutlery, kids stuff and sports goods tofashion clothing and food. Through their retailbrands, Big Bazaar presents a wide collection ofproducts ranging from apparel, mobiles and

accessories, electronics, home appliances,kitchen appliances, CDs and DVDs, gold anddiamond jewellery, books, car accessories andmore. You get the best quality merchandise at themost affordable rates at Big Bazaar. All productsat Big Bazaar come with manufacturers warranty

and are of the best quality. When you buy onlineat Big Bazaar.FutureBazaar.com, they also offeryou convenient payment options, delivery asguaranteed and an easy return policy. Shipping isalso done free of cost.


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NAME- SAHELI SENGUPTA

AGE- 24SEX- FEMALE

QUALIFICATION BSc(FD) NIFD

DESIGNATION- ZONAL VISUALMERCHANDISER

PRIMARY WORK- to create the look of storeas per thedemand of occasion ,create the communicationbetween customer andproducts

VISIT- Twice/thrice in a month

QUALITY- Designing sense,creativeidea developing sense,technically strong ingraphics and prints.

SALARY not specified but satisfied

JOB PROFILE.

Visual Merchandising ASSGNMNT

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