GONE WITH THE WINDOW Great Visual Merchandising Ideas

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GONE WITH THE WINDOWGreat Visual Merchandising
Ideas!

Presented byTony DeMasiDeMasi Marketing112
Adrossan CourtDeptford NJ 08096Ph
856/227-6802E-mail tonydem_at_juno.com
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VISUAL MERCHANDISING What is it?

• Promoting the sale of products by producing
  mental images that urge potential customers to
  make purchases.
• "Show and Sell"
• "Silent Selling"
• Provides support for the rest of the stores
  selling effort.

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VISUAL MERCHANDISINGPart of the selling message

• Message -- the store, its interior design and
  selling floor layout, atmospherics, merchandising
  presentation, stores selling services.
• Every see-able, hear-able, smell-able, touch-able
  aspect of a store sends a message .

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VISUAL MERCHANDISINGSupports Selling Efforts

• With fewer sales personnel now available to wait
  on customers . . .
• The attract attention to merchandise
• They hold the customers attention until a sales
  associate is available
• Educates customers about merchandise
• Builds add-on sales by suggesting coordinating
  items
•  

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VISUAL MERCHANDISING WORKING WINDOWS

• Promotional windows feature products that are
  part of an advertising strategy promoting an
  entire line of goods, a single item, or a special
  storewide event
• Sale windows announce the stores major sale
  events and may not feature any merchandise at all
• Drive-by windows exterior store windows viewed
  by people driving on city streets or passing
  through shopping mall parking lots these window
  treatments must be larger in scale to be seen and
  understood from a distance

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VISUAL MERCHANDISING WORKING WINDOWS

•  
• Step One The windows larger-than-life version
  of life-- merchandise that is propped or posed to
  amaze, amuse, and enthuse -- draws window
  shoppers into the store This is the fantasy stage
• Step Two The window merchandise is also inside
  the store that echo the theme of the window
  display, but are now presented in the store
• Step Three In the selling department the window
  merchandise is ready for purchase shoppers can
  finally actually handle the items theyve admired
   

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VISUAL MERCHANDISING STARTING POINT

• Select the merchandise category
• Select the color story
• Select theme
• Select props
• Select mannequins
• Select accessories
• Sketch proposed window presentation
•  

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VISUAL MERCHANDISING A- ATTRACTIVE

• Does the setting attract attention? What
  catches the eye first?
• If the center of attention is a prop make
  adjustments until the eye focuses on the
  merchandise.

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VISUAL MERCHANDISING A- ATTRACTIVE
Visual merchandising starts outside. How inviting
is your stores exterior?
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VISUAL MERCHANDISING A- ATTRACTIVE
What catches the eye first? It should be
merchandise.
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VISUAL MERCHANDISING A- ATTRACTIVE
What catches the eye first? It should be
merchandise.
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VISUAL MERCHANDISING A- ATTRACTIVE
Limit the window to one idea or one holiday.
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VISUAL MERCHANDISING A- ATTRACTIVE
Good use of color and textures gets attention.
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VISUAL MERCHANDISING B- BUY IT NOW!

• Does the setting encourage the viewer to buy the
  merchandise, or to just look and walk away? Signs
  will encourage instant responses.

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VISUAL MERCHANDISINGC- COLOR

• Its the easiest yet most complicated part of the
  setting. Does the color of the background help
  bring attention to the merchandise? Do the
  colors of the merchandise work well together? Is
  there a seasonal or fashion color statement to be
  made?

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VISUAL MERCHANDISINGC- COLOR
Lime green a hot fashion color, but difficult
display color.
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VISUAL MERCHANDISINGC- COLOR
Blue is the most popular color, Blue and white is
a favorite combination But could be boring.
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VISUAL MERCHANDISINGC- COLOR
Jewel colors give a rich, successful aura. They
work well with jewelry, crystal and metals.
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VISUAL MERCHANDISINGC- COLOR
Yellow is the strongest color and best used as an
accent color. It does not blend in with any
color.
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VISUAL MERCHANDISINGC- COLOR
Soft pink is the most calming color. Can have
boring results.
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VISUAL MERCHANDISINGC- COLOR
Monochromatic displays can be difficult to
notice. White needs a dark color contrast to make
it stand out.
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VISUAL MERCHANDISINGC- COLOR
Seasonal colors are perfect for displays.
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VISUAL MERCHANDISINGC- COLOR
Contrast is necessary to have customers look at
merchandise.
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C- COLOR
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VISUAL MERCHANDISINGC- COLOR
Variations of red, white and blue is always a
winning combination.
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VISUAL MERCHANDISINGC-CLEVER
Being too clever can destroy the display. If you
like displays dramatic, do it at home- Not in the
store!
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VISUAL MERCHANDISINGC-CLEVER
Being too clever can destroy the display. If you
like displays dramatic, do it at home- Not in the
store!
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C-CLEVER
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VISUAL MERCHANDISINGD- DIAGRAMS

• Before all else, work out a diagram of what you
  have in mind for the final display. Work on
  balance and combination of forms.

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VISUAL MERCHANDISINGD- DRAMA
One-item windows can be effective IF the item is
not a one-of-a-kind piece. Otherwise you will
sell nothing.
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VISUAL MERCHANDISINGE- EMPTINESS

• Not every inch of the window or display
  surface has to be loaded with merchandise. Leave
  space between products. Crowding the display with
  merchandise makes nothing stand out.

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VISUAL MERCHANDISINGE- EMPTINESS
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VISUAL MERCHANDISINGE- EMPTINESS
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E- EMPTINESS
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VISUAL MERCHANDISINGF- FOCAL POINT

• The setting must have a focal point, or
  points. This can be done with risers, lights,
  colors, or even a mix of product sizes.

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VISUAL MERCHANDISINGF- FOCAL POINT
If the focal point isnt product, you have a
problem.
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VISUAL MERCHANDISINGF- FOCAL POINT
Focal points should not be far from each other.
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VISUAL MERCHANDISINGF- FOCAL POINT
Signs and contrast creates good focal points.
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VISUAL MERCHANDISINGG- GO AWAY!

• Too often a setting is overdone. There is
  usually too much merchandise, too many props,
  etc. When you think the setting is complete, go
  away for a 10 minutes, then look at it again. Be
  critical. Make adjustments.

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VISUAL MERCHANDISINGH- HOT SPOTS

• HOT SPOTS. Use lights, props, signs, or other
  forms to create hot spots in the display. These
  are areas that immediately attract attention.
  There should be one major and two minor areas in
  a setting.

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VISUAL MERCHANDISINGH- HOT SPOTS
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VISUAL MERCHANDISINGH- HOT SPOTS
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VISUAL MERCHANDISINGH- HOT SPOTS
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VISUAL MERCHANDISINGI- IMAGINATION

• IMAGINATION. You have it, its free use it!
  Going with the usual ideas wont set you apart
  from the competition.

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VISUAL MERCHANDISINGI- IMAGINATION

• Theme inspiration can come from
• Products end use
• Popular color palettes -- seasonal traditions,
  designer, or market-driven color choices
• Recent, current, or upcoming events -- fads,
  merchandising and lifestyle trends, new books,
  magazines, recent films, plays, art,
  architecture, entertainment
• Historical perspectives -- well-known symbols,
  recurring or retrospective fashion designs,
  significant anniversaries of events
• Holidays
• Nostalgia -- 1950s, 1960s, 1970s

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VISUAL MERCHANDISINGI- IMAGINATION
Add extra dimension by going outside the usual
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VISUAL MERCHANDISINGI- IMAGINATION
Score with a great display for men's gifts
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VISUAL MERCHANDISINGI- IMAGINATION
Use an unusual twist to get attention.
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I- IMAGINATION
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VISUAL MERCHANDISINGJ- JUNK

• When it comes to visual merchandising, nothing
  is junk. That old chair, paint can, broken flower
  pot, etc., can be used as props. Save them!

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VISUAL MERCHANDISINGJ- JUNK
Old furniture and crates can work wonders.
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VISUAL MERCHANDISINGJ- JUNK
Mailboxes are great props for stationery displays
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VISUAL MERCHANDISINGJ- JUNK
Use your stores bag in the window
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VISUAL MERCHANDISINGJ- JUNK
Paint can turn and old flower pot and tray into
great props.
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VISUAL MERCHANDISINGK-KNOWLEDGE

• Look at other peoples displays. Theyre in
  showrooms, in magazines, in trade show booths.
  Jot down, or photograph, what ideas might work
  for you. Ask how the displays were done. Keep a
  file of this data.

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VISUAL MERCHANDISINGL- LIGHTING

• Its a very important part of every display.
  Experiment with different types of lights from
  different angles, and different colors and
  strengths of bulbs. Ask a representative from
  the electric company to make recommendations on
  lighting components.

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VISUAL MERCHANDISINGL- LIGHTING
Mixing lights can create dramatic results.
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VISUAL MERCHANDISINGL- LIGHTING
Great lighting, great use of space.
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L- LIGHTING
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L- LIGHTING
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VISUAL MERCHANDISINGM- MONEY

• It does not take a lot of money to make a
  wonderful display. But, a budget does help. Set
  a budget before you start the diagram, and stick
  to that amount.

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VISUAL MERCHANDISINGN-NATURE

• NATURE. Nature is a wonderful source of ideas
  and props. Each month has a special natural
  quality. Use them for inspiration.

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VISUAL MERCHANDISINGN-NATURE
Seasonal colors and flora create comfortable
looks.
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VISUAL MERCHANDISINGN-NATURE
Real flowers and grass require a lot of
attention. Use artificial instead.
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VISUAL MERCHANDISINGN-NATURE
Rocks add texture and interest to almost any
setting
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VISUAL MERCHANDISINGN-NAME
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VISUAL MERCHANDISINGO- OVER AND UNDER

• Shoppers come in all heights. The display has to
  be attractive from all eye levels, that is over
  and under your own. Check the display from all
  angles, too. As you build your display, look at
  it from all angles, not just the front.

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VISUAL MERCHANDISINGO- OVER AND UNDER

• The average female is just 5 2 tall
• She should see the display with ease

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VISUAL MERCHANDISINGO- OVER AND UNDER
Pyramid displays have things at every eye level
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VISUAL MERCHANDISINGP- PROPS

• PROPS. Use them sparingly. They should help sell
  the merchandise, not take attention away from it.
  Nothing is ever just a prop. Put a price on
  it. Someone might want to buy it.

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VISUAL MERCHANDISINGP- PROPS
Props must bring attention to the merchandise,
not away from it.
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VISUAL MERCHANDISINGP- PROPS
Props should work in telling the displays story.
Put prices on props that can be easily replaced.
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VISUAL MERCHANDISINGP- PROPS
Props help tell the displays story.
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VISUAL MERCHANDISINGP- PROPS
This red bath tub is probably the worst prop ever!
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VISUAL MERCHANDISINGP- POSTERS
Posters are great display!
Poster make great backdrops. They take up space
and help tell the story of whats in the
window. From a distance, they are the display.
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VISUAL MERCHANDISINGQ- QUESTIONS

• Question yourself throughout the creative
  process. Is that really the message you want to
  convey? Does that item, or prop, really help
  tell the story? Is that sign really easy to read?
  It is better to make changes along the way than
  have regrets later.

?
?
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VISUAL MERCHANDISINGR- REPEAT

• If an idea worked especially well, repeat it in
  another section of the store, or in a few months.
  There is no reason to keep reinventing the
  wheel, but dont keep using the good idea so
  often that it becomes boring.

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VISUAL MERCHANDISINGS- SIGNS

• SIGNS. Signs are very important. Use them
  sparingly to tell the customer something about
  the merchandise. Signs must be easy to read,
  clean and used to help sell the product. Use
  positive language!

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VISUAL MERCHANDISINGS- SIGNS

• Attracts attention
• Subtle details such as type font, case, and copy
  style make a dramatic difference in communicating
• Upper case "shouts"
• Lower case "friendly"

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VISUAL MERCHANDISINGS- SIGNS
Professional signs can be made on any computer,
then enlarged to any size needed.
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VISUAL MERCHANDISINGS- SIGNS
Use brand names official logos in signs.
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VISUAL MERCHANDISINGS- SIGNS
A welcome sign immediately inside the doorway is
a nice touch.
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VISUAL MERCHANDISINGS- SIGNS
Signs can be reminders to customers about
gift-giving occasions.
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VISUAL MERCHANDISINGS- SIGNS
Vertical signs add interestbut must be large and
easy to read.
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VISUAL MERCHANDISINGS- SIGNS
Signs should be easy to read, easy to change.
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VISUAL MERCHANDISINGS- SIGNS
Blackboard signs demand a lot of
attention. Theyre perfect for daily specials, or
back to school displays.
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S- SIGNS
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S- SIGNS
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VISUAL MERCHANDISINGT- TIMING

• How long a display should be kept up? It depends
  on how much repeat traffic your store gets.
  Generally, displays should be changed monthly.

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VISUAL MERCHANDISINGU- UNITE

• Meet display experts at trade show seminars.
  Swap business cards, form friendships. Make
  contacts! You can be each others resources of
  ideas, opinions, etc.

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VISUAL MERCHANDISINGV- VISUALIZING

• You create visual merchandising settings, not
  displays. The eye must focus on the merchandise.
  The overall display is the pretty picture that
  helps draw attention to the merchandise. If
  merchandise is not the most visible part of the
  setting, make the necessary adjustments.

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VISUAL MERCHANDISINGV- VISUALIZING
Good use of colors, contrast, props and signage.
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VISUAL MERCHANDISINGV- VISUALIZING
Good use of colors, natural hay as props, but
large Shamrock in background steals attention.
Signage would have worked better. Sign used gets
lost.
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VISUAL MERCHANDISINGV- VISUALIZING
Good background, contrast and fixture. Pie gets
lost, Hersheys container steals attention.
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VISUAL MERCHANDISINGV- VISUALIZING
Good spring showers sign, use of umbrella, but
brand sign is lost, no contrast in merchandise
colors and yellow boots (prop!) steals
attention.
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VISUAL MERCHANDISINGV- VISUALIZING
Ask a stranger to look at the window display. If
the merchandise isnt seen first, change the
display.
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V- VISUALIZING
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V- VISUALIZING
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V- VISUALIZING
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V- VISUALIZING
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VISUAL MERCHANDISINGW- WASH IT!

• All the merchandise and props must be clean (and
  kept that way). Wash the window from both sides
  before creating the display, then wash it from
  the outside at least once a day.

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VISUAL MERCHANDISINGX- XMAS

• Abbreviations or cute names for holidays and
  special occasions, like Xmas instead of
  Christmas can turn off traditionally minded
  customers.

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VISUAL MERCHANDISINGY- YEAR

• Work on new ideas all year. Keep an idea file
  for each month, and each department. You never
  know when you will come across a great idea.
  Clip it, jot it down, photograph it, or sketch
  it, and keep for use later.

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VISUAL MERCHANDISINGZ-ZERO

• If thats your budget, or amount of time you have
  to create the display, dont panic. You are
  talented. Heres the opportunity to prove it.

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• THANK YOU!