visual merchandising
ABSTRACT
Visual merchandising is a comparatively new career field that has emerged with the increasing popularity of window displays and window displays. The main area of work for visual merchandisers is creating impossible window displays. They can find employment in fashion boutiques, shopping malls, euphoria, etc. They are also hired as plant managers. They may also work as contract freelancers for window displays at exhibitions, fairs, and other venues. Other career options under this boss are production coordinator, quality control supervisor, fashion retailer, export manager, etc. This article analyzes the importance and potential for visual merchandising professionals.
Content
INTRODUCTION
CRITICAL ISSUES OF VISUAL MERCHANDISING
ROLE OF VISUAL MERCHANDISING
SCOPE FOR CAREER DEVELOPMENT
INTRODUCTION
Selling a product (convenience/shopping/specialty) is incomplete without communicating its image. In order to build long-term brand loyalty, in addition to product quality, a proper image is highly necessary. To achieve this, many companies invest a lot of money in promotions. But many companies neglect the retail front, which is the face of brands. In other words, the way products are displayed on retail shelves, the way salespeople communicate with the consumer, etc. These are some of the problems that, if not handled well, can be a great threat to the image of brands. Visual merchandising is the art of presentation, which focuses the merchant. Educate customers, create desire, and ultimately increase the sales process. This is an area where Indian entrepreneurs lack adequate knowledge and experience. This insufficiency is best reflected in poor presentation/display and communication in the various national and international exhibitions. With the phasing out of quantitative restrictions after the year 2004, the textile industry will have to compete solely on the competitive advantage of the products, and visual merchandising will be helpful in projecting the uniqueness of the products and thus increasing market access and sales. It is high time that the Indian textile and garment industry understands and adopts the scientific and professional system of visual merchandising instead of the traditional practices of product display and communication.
CRITICAL ISSUES OF VISUAL MERCHANDISING
Its retail has transformed the way of doing business and the so-called store inventory disposition merchants. There are many standard ways and procedures to drive sales, increase profits, and maximize company net worth. Visual merchandising helps in this regard. This requires concerted industry efforts to fully assess the importance of quality retail coverage, such as self-integrity in store advertising, price checking, stock rotation, cutting new items, and other related activities. For the retail business to be effective, one must focus on the following critical aspects of visual merchandising.
a) Graphics and Signage – Bold yet clear graphics to visually communicate the brand and these graphics, when compiled with proper signage, become the complete instruction manual for the stalls.
b) Trends and moot boards: This is misinterpreted by many as mere decorations for the position. Branded fonts and mock up boards convey the source, in fact, the underlying need for the product from the consumer to the buyer. A good trend storyboard screen can showcase a thought process for inspirations (research, development of product end use samples).
c) Space management: Most displays focus on floor space management. In order to create a complete desired ambience, sufficient attention should also be paid to the ceiling space. Walls are not elastic, space must be allocated to available products based on customer expectations to deliver the best results. The main problems of space management are:
1. What do we want our ranks to look like?
2. Hanging/storage/customers etc.
3. What stock density do you want to achieve?
In general, the more options/drives you can have for a given amount of space, the higher the potential returns. Space landing systems can be divided into two types.
Numerical and Visual: The numerical planning system simply allows users to take into account the available space and calculate ratios as yields of space. Visual systems allow users to create three-dimensional walk-through models of stores and preview what a store will look like once range decisions have been made.
d) Dresiforms and mannequins: Dresiforms communicate the three-dimensional shape of the product. Along with fit, a good mannequin can also be customized to communicate a character, for example, special children’s mannequins with cartoonish faces convey the playful vibe of the collections.
e) Synergy between the different stalls: The appearance of a stall should also complement the mood of the entire fair. Therefore, some visual elements of the fair, be it a color scheme or some material used, should also be incorporated into the booth.
f) Out-of-the-box thinking: With so many stalls around, sometimes you focus on stock value to capture buyers’ attention. Innovative ideas in the display of mannequins, samples, etc. they can invite many more people to the booth.
g) Merchandising Planning: The first function of merchandising planning is to make a strategic plan, which is normally five years or more and is used to establish the critical success factors for merchandising in terms of sales, margins and stocks. Next, in a channel sales budget to account for the effect of new channels, new stores, closures, and refits. In simple words, merchandising planning is a systematic approach and aims to maximize return on investment, through sales and inventory planning to increase profitability. Think maximizing sales potential and minimizing losses from rebates and stock-outs.
h) Range Planning: Start with the assortment plan. In the assortment plan, the merchandise plan target is divided into specific lines and in such a way that the division results in increasing the overall marginal mix. Then a distribution planning is carried out. The link between the physical space available and the reach realized here is a key determinant of merchandising performance.
ROLE OF VISUAL MERCHANDISING
Visual merchandising is an artistic method of ensuring that merchandise from retailers gets off the shelves faster. It is a tool to appeal to the client’s visual sensory elements. Visual merchandising is an unknown skill that is quickly becoming popular today with the introduction of self-service in retail stores in recent years and the number of changes taking place in supermarket merchandising methods, with increasing emphasis on type of store layout, store construction, fixtures and equipment, color displays, silent communication tools, window display, and ultimately creating opinion through store displays, which has taken over the art of salesmanship. retail top application frames.
The customer expects to spend less time shopping and prefers one-step multi-brand retail formats and therefore the importance of visual merchandising is increasing. According to Hemendra Mathur, Senior Consultant at KSA technopark based on the third annual consumer insights study, the consumer is saving time and time spent on shopping (both grocery and non-groceries) has been reduced. In addition, the study reveals that there is an increase in impulse and unplanned purchases in certain categories. Visual merchandising helps in increasing impulse buying.
The practice of visual merchandising is negligible in durable and home textiles and in clothing and footwear it is 20%. Many people with experience in organized retail are of the opinion that retail merchandising companies are aggressively using innovative applications for effective retail gifting and brand building. Brands like Reebok spent 25% of their advertising on point-of-sale merchandising. Reebok brand managers feel that 80% of shoppers are influenced by the 3ft experience, meaning point-of-sale material and visual merchandising are more effective than displays and outdoor advertising.
Market analysis finds that, unfortunately, most companies do not spend as much time and money as they should on visual POS (point of sale) merchandising as a strategic branding tool, indiscriminately “showing everything rather than selectively and effectively showing it to help the consumer make decisions.”
Visual merchandising helps in:
a) Establish a creative means to present merchandise in a 3D environment, with which a lasting impact and remembered value is generated.
b) Combine the creative, technical and operational aspects of a product and the business.
c) Educate customers about the product/services in an effective and creative or innovative way.
d) Call the customer’s attention to allow him to make purchase decisions in a short space of time and thus enhance the sales process.
SCOPE FOR CAREER DEVELOPMENT
Retail business analysts consider the average spend on point-of-sale and merchandising displays to be RS. 1000 per square foot in full size organized retail is Rs. 14,000 crores of the total (both organized and unorganized is Rs. 11,00,000 crore. Further analysis reveals that multi-brand (hypermarket) retail formats are storing a growth rate of 35% per annum, which is the storage indicator for brilliant and huge reach. For visual merchandising professionals who have experience in designing effective store layouts, color displays, the use of creative silent communication skill tools, creative window displays and escape tie in stores
TO). creative arts.
b). Specific application to retail trade.
against). Techno-commercial planning and execution.
Job-seeking management students may find opportunities in department stores, supermarkets, malls, and hypermarkets as visual displays. Additionally, those with an entrepreneurial streak may look for professional event managers or interior designers.