Lighting is another technique, which can be used to enhance window displays. This is certainly helps to boost-up your sell, especially when you called a discount on the specific products.
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. Colour is a significant tool used in visual merchandising. It can be used to influence the behavior of consumers and evoke different reactions.
For example, red is seen as a color of luck and good fortune in many Asian countries while it represents danger and excitement in Western countries. The use of graphics and photography in window displays is an effective way of communicating information to the consumer. The most common form of communication in window displays is through text and signage, especially when advertising a sale or a special.
Colorful, bold text and graphics are used to grasp the attention of these consumers. Visually, signage should be appealing to the eye and easy to read.
One effective way of using signage in windows is using a self-adhesive vinyl cutout to the window; small signs in the window can also be used to communicate the price of a good or the discount. Lighting is another technique, which can be used to enhance window displays. Lighting can be used to highlight certain products, and create dimension and set the mood for the window display.
The brightness and colours of lighting can be adjusted to suit the mood of the display. Once again, different colours trigger different emotions and therefore create different moods. Adjusting window displays based on seasonal events, calendar dates, and consumerism-based holidays such as Christmas, Valentine's Day, and Father's Day can be a useful approach to encourage consumer purchasing.
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. 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.
The merchandise must be able to direct these trends to the target audience, and be able to communicate them in a way so the audience is able to understand. A floor map helps visual merchandisers to find the best place for garments, according to the color stories of clothes and footwear in the shop.
Another valuable tool is a planogram , to determine the visual look of your store's flow. Window displays are often used by stores to entice customers into the store.
There are jobs in large towns and cities throughout the UK. There are no specific requirements to begin this career, but most employers look for candidates with relevant qualifications.
There are a number of full and part-time courses, from Level 1 to degree level. Some people start though Apprenticeships. There is no maximum age to begin this career, and previous experience in design or retail is an advantage.
Training can combine on-the-job training with long or short courses. It may be possible to work towards work-related qualifications. Depending on the size of the employer's business there may be opportunities to progress to supervisor, head designer or merchandiser, or department manager.
People working for multinational companies may have the opportunity to work overseas. A display designer aims to promote their client's products, brand and image by creating an eye-catching display using visual and graphic elements.
Depending on their client's business, the display may be taken to a wide range of locations, from trade exhibitions to shopping malls. Producing a display usually involves working with printers, exhibition contractors, plastics manufacturers and metal fabricators. The job could also involve arranging for the display to be transported to and from exhibitions, installed, dismantled and stored when not in use.
Designers may liaise with suppliers of lighting, furniture, flower arrangements and other accessories. Visual merchandisers create imaginative, eye-catching displays of goods in retail stores.
They aim to attract the attention of customers and encourage them to buy. Their tasks can include:. Display designers and visual merchandisers usually work between 35 and 40 hours a week. Additional hours may be required as deadlines approach. Part-time work may be available, and freelance work is common.
They could be based in design studios, at company head offices or design departments or in retail stores. Travel to other branches of the company, suppliers' premises, exhibition halls and conference centres may be necessary so a driving licence will be useful and, in some cases, essential. These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.
Employers include the design departments of large organisations, design consultancies, display companies, printers, exhibition contractors and retailers. Freelance work is common. Vacancies may be advertised in Jobcentre Plus offices, in specialist publications such as Design Week , The Designer , Draper's Record , The Grocer , local and national newspapers, on general retail job websites such as www.
See the Design Council's website for links to organisations that may employ display designers and visual merchandisers. There are no specific qualifications to begin this career, but most employers look for a qualification in an art and design-related subject. The requirements for other courses vary, and candidates are advised to contact course providers for full details. To find out which one is most appropriate log onto www. It is important to bear in mind that pay rates for Apprenticeships do vary from area to area and between industry sectors.
There is no maximum age to begin this career. Previous experience in design or retail will be an advantage. Full or part-time Access courses may available for candidates who do not have the qualifications for degree courses. Training depends on the employer and can combine on-the-job training with long or short internal or external courses. The Chartered Society of Designers offers a Continuing Professional Development scheme to help members keep their knowledge and skills up to date.
Freelance display designers or visual merchandisers have to fund their own training and development. Promotion opportunities depend on the size of the employer's business, but there may be opportunities to progress to supervisor, head designer or merchandiser, and sometimes to department manager. Experienced display designers and visual merchandisers may become self-employed by moving into freelance work or setting up their own business.
They progress by increasing their client base and building their businesses. Exhibition designers are responsible for the design and layout of shows and exhibitions.
Essentially, your retail space has to be your most productive and most efficient salesperson, and visual merchandising employs the art of optimizing your retail store and . In today’s fashion retailing business, Visual Merchandising plays an important role to bring shoppers inside the store and make them a purchase fabulousdown4allb7.cf this article author has showcased an overview of visual merchandising and built a relation in between visual merchandising and retailing. To say that fashion is your interest would be an understatement. You know all the trends and have a great eye for presenting our collections in an inspiring and commercial way.