The use of graphics and photography in window displays is an effective way of communicating information to the consumer. It can be used to influence the behavior of consumers and evoke different reactions. Window displays can be used to set trends; therefore, window display designers must always be one step ahead of trends and predict future fashion movements. Another valuable tool is a planogram , to determine the visual look of your store's flow. Choosing products that suit the season to display in the window can remind consumers to purchase gifts and provide gift ideas for the particular holiday.
Employers will expect applicants to have experience in design theory and be savvy in retail business practices. A degree in visual merchandising will equip you with the skills required for success on the job. Employers may hire a visual merchandiser without this education, but a visual merchandising degree means you have the most directly-applicable preparation for being a successful visual merchandiser.
Additionally, all courses at LIM College mix class studies with hands-on experience to provide real-life exposure. Visual merchandising calls for a hands-on, creative person. This is an attractive career to many because it unites an eye for design and style with business strategy. In addition to being creative and business-minded, visual merchandisers and visual merchandising managers must also stay aware of current fashion trends and customer preferences.
A love for fashion is only the beginning. Learn about the 5 practical things you should know about having a successful career in the fashion industry. Take the first step and download the free guide. Below are some of the required courses to receive a visual merchandising degree from LIM College:. Interested in starting your journey to becoming a visual merchandiser? LIM College offers a specialized visual merchandising degree program that will give you a competitive edge in the professional world.
You're introduced to the principles, philosophies and technologies of visual merchandising through first-hand exploration and hands-on classroom experimentation. Continue to explore this industry and learn more about your career in the business of fashion. What is Visual Merchandising? Efficient, customer friendly environment makes shopping easier for consumers, which encourages buying and, most importantly, reassures repeat purchasing.
The window design technique is a way of communicating with customers, which uses a combination of lighting, colours, props, text, and graphic design to display goods, attract the attention of the customer, and sustain a brand image. The overall goal of the window display for the retailer is to persuade the customer into the store and motivate purchasing.
In-store visual merchandising can be used to capture the attention of consumers whilst they are in the store, an essential component in the buying decision-making process. To capture the attention of the customer, the retailer must consider the customer's needs during this process.
The layout of a store is a significant factor for the maintenance of a thriving business, which can help advance sales and profitability. An effective store layout encourages consumers to shop the entire store  and view an extensive assortment of merchandise. This is beneficial in the sense that the consumer will come into contact with every product on the shelf. However, this can irritate customers.
Customers may feel that they are being forced to follow a certain path, and can be frustrating when trying to make a quick purchase. This type of layout is more relaxed in its structure, which leaves the customer feeling less rushed. The term "transition zone" was first coined by retail anthropologist Paco Underhill. This is an area where all shoppers pass on entry into store, and is significant as this zone is where consumers can observe the stimuli and sense the general vibe of the store.
Therefore, thoughts and representations a consumer has about the store and the brand depend on this area. When customers enter the transition zone they need time to adjust to the new environment including the lighting, the temperature and other sights and sounds. Colour can be considered as one of the most important variables when it comes to ambiance in retail.
Certain colours that can be considered as highly arousing can encourage customers to make purchases out of impulse. Warm colors such and orange, red, and yellow give consumers a sense of excitement but also provide a sense of anxiety and create a distraction.
Recreational shoppers that enjoy a sense of excitement may prefer these high arousal colors. Van Rompay et al. In general, people prefer cool colours such as green and blue and associate these colours with a sense of calmness and security. Shoppers that are more task oriented are more likely to prefer these cool colours as they bring this calming effect and are also less likely to distract them from the task at hand.
The way the furniture such as shelves and racks and seating are set up is a tangible element is store design. A store layout with a higher regard for space can increase customer pleasure, and a store filled with clutter can have the opposite effect. When It comes to a simple well-spaced layout in a store, task oriented customers find this type of layout to be the most effective, as they can easily locate the items they want without the unnecessary clutter and obstacles in their way.
These simple factors can encourage customers to stay in the store longer and in turn spend more. Mannequins are used by apparel retailers to display their products in-store and in the window display. The mannequins will commonly be styled to match trends as well display the latest products available. This is used to further reinforce the characteristics of their target market. However, consumers found the size of mannequins to be unrealistic but would give a favorable response to the mannequins when they were headless.
This was because the participants in the study found the faces of the mannequins unrealistic and could not relate to them. Merchandise must be visible, easy to access, and there must be a range of merchandise to choose from.
Having visible merchandise is essential for retailers as consumers not only "buy what they see"  but are also able to tangibly engage with the physical product. This creates an emotional connection, which can drive the customer to purchase the product.
The physical positioning of the product also increases visibility. Products at eye level also get more attention. Although having a wide variety of stock and product options is important for consumers, it is also important not to overwhelm the consumer. Over-crowded stores can create a sense of stress and anxiety, which does not encourage the consumer to shop the entire store.
A limited product selection can make the purchasing decision easier. Bundling is promoting objects that work together as a set. It inspires people how to use the products in their lives and also makes complimentary product suggestions. The store has already done work in envisioning the look the items can used to achieve.
Bundling also directs attention to specific products thereby limiting the product selection presented. The atmospherics also have a large influence on the store environment. Atmospherics should all coordinate with each other to create a consistent ambiance and positively influence the consumer's shopping experience and buying decision-making process.
Light can be used in many ways in retail stores, from highlighting an object or area of a store to simply illuminate the entire store. Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more merchandise. Customers become more stimulated when the lighting in the room is considered to be very bright and speeds up the pace at which customers purchase products. Markin recommended that in order to slow the pace customers shop at, the merchandiser should adopt a softer lighting technique which will increase the amount of time customers spend in the store.
The result of this is a possible increase in the amount of merchandise the stores customer's purchase. This shows us that the differing levels of in store lighting can directly affect the amount of time consumers spend in the store. The lighting inside a retail store can be used strategically to highlight products on display or to create a comfortable environment for consumers. It is an important element used alongside music, temperature, fragrance, and layout in retail to create an atmosphere that matches with the brand's personality.
A retail store with a soft ambiance and bright lights highlighting certain products will drive the customer towards these products and motivate them to make a purchase.
The music played within a store can promote a brand's image, and can also aid consumers into making purchase decisions. Music that suits the style of the store and the target audience is an important factor to consider. This leads to more contact with merchandise and increased purchasing. For example, a store with a teenage target market should consider playing pop music, as this is a genre that a younger audience commonly enjoys.
Playing this genre will make their shopping experience more enjoyable, which can result in them staying longer in the store, exposing them to more merchandise, and influencing possible purchasing decisions. Having a unique scent in a store can differentiate the brand from others.
When customers smell that scent outside of the store, this will trigger their senses and remind them of that brand and its products. Distributing scents throughout the store such as vanilla, lavender, thyme, rosemary, grapefruit, and eucalyptus can be advantageous for the retailer.
These scents calm, soothe, and comfort, therefore, stimulating the consumer to loiter in the store, leading to increased merchandise awareness and increased impulse purchasing. Exterior window displays can be used to sell product and entice customers into the store.
An eye-catching, innovative window display can promote the brand image. It can be used to advertise. Windows can give consumers and by-passers understanding as to what goods are sold in store  They are also an effective way of promoting fashion trends and providing useful information to the target audience.
Visual merchandising is a multi-sensory tool used by retailers to catch the attention of customers and attract them into a store to make a purchase. Window displays are used as an initial attraction to bring customers into a store and are also used as a marketing tool to communicate the brand's image to the consumers as well as to distinguish itself from its competitors.
The importance of the window display is that it is a touch point consumers have with the brand. By generating interest or curiosity with the window display, a brand can leave an impression on the consumer and furthermore the consumer can figure out the quality and character of the products the brand has to offer.
An appealing window display can create desire of products from that brand and therefore help with generating sales. A study in Nottingham, England of the pharmacy and beauty retailer Boots, has found that products introduced in a window display increases the sales of those products and even help with increasing the sales of products which have low sales.
Overall, stores who had a window display had a positive increase in sales compared to those who did not. Colour is a powerful tool in exterior displays.
It can aid creativity for exterior window displays and can have a unique effect on the consumer. The use of color can create atmosphere, grab the attention of by-passers, and attract them to the store. For example, blue can trigger a calm response, green and brown can promote restfulness, warm colours such as red, orange and yellow can initiate exciting, cheerful, friendly, vibrant, simulating reactions, purple can give the impression of elegance and sophistication, while grey colours can give off a depressing, dull feel.
For example, using neutral colors such as green and brown when promoting environmentally friendly products is favorable, as they give off an earthy, relaxing effect; therefore, the consumer perceives those products as environmentally friendly.
Visual merchandising placement process; Components of Visual Merchandising; Tips on visual merchandising; Visual elements that compose the retail environment; Visual merchandising is also coined as the Art of Retailing. Related o the world of apparel and fashion visual merchandising has great impact and utmost relation in retailing. While a visual merchandiser may wear multiple hats, the general definition of visual merchandising is a marketing technique that employs the use of floor plans and three-dimensional displays to entice customers, project a positive store image, and maximize sales. Visual merchandising is comprised of many moving parts and can be confusing but it has a huge impact on customer experience in your retail store.