vm trend
TRANSCRIPT
INTRODUCTION
Visual merchandising is no longer just a matter of making merchandise look attrac-
tive for the customer. It is the actual selling of merchandise through a visual medium. Vis-
ual merchandising is a way for stores to say ‘This is who we are and what we stand for’.
An understanding of basic visual merchandising concept and theory is essential to the ef-
fective presentation of a store and its merchandise to the customer.
Display or visual merchandising is showing merchandise or concept at their very
best, with the end purpose of making a sale. We may not actually sell the object displayed
or the idea promote but we do attempt to convince the viewer of the value of the object, the
store promoting the object or the organization behind the concept. Though a cash register
may not ring because of a particular display, that display should make an impression on the
viewer that will affect future sales.
OBJECTIVE
To define about what the trend on display in today
Describe what the theme, props, lighting, setting, and more at their display.
To know what the principle of design that their used for the display
To know how to use the displays props and material that has some connection to the
merchandise being displayed
To know what the suitable the display with the season
DISPLAY TREND
1.0 DISPLAY CATEGORIES
1.1 Exterior Display
Store Fronts and Window Structures
The design to match the allocated space the store’s merchandising mix and the re-
tailer’s concept of how to best attract shoppers.
Parallel To Sidewalk Windows
The idea arrangement or making the greatest impact on the shopper that configura-
tion. The main entrance to the store is flanked by as many as four large windows
Windowless Store Fronts
This display are replaced by large glass walls that separate the interior from the ex-
terior. The space is so costly and limited in these giant selling environments. The
entrance is often a large glass front through which shoppers may see the entire store
or a portion of it
Pic 1 : ESPRIT – Pavilion K.L
1.2 Image And Identity
The company must have own company and identity about their product to look
different between another company
The company must have our image and identity about their product to look differ-
ent between another company.
The product must have their own identity as their company trademark
1.3 Colour
It is one of the most dominant forces in getting someone’s attention.
A colour wheel is merely the six basic colour of the prism are red, orange, green,
blue and violet.
On popular scheme is monochromatic that is centered on one based colour.
2.0 INSIDE THE STORE
All furnishing of the store should be place to enhance the visual impression each
floor. They should be arranged both to sell the most merchandise and to be pleasing
to the customer.
2.1 Picture 2: Inside Display
2.1.1 Position
Table display – these merchandise more readily than do shelf display because they
are located in front of the stock areas, bringing the goods nearer to the customer and
allowing the customer to touch the merchandise.
2.1.2 Lighting
Fluorescent lights and incandescent can be used, but both should provide light with-
out being part of display, they should be recessed and out of side.
Coloured light must be used with care as they can alter the colour of the merchan-
dise can be displayed.
Pic 2 : ESPRIT – Pavilion K.L
2.2 Picture 3 : Inside Display
2.2.2 Equipment and Props
The equipment and props used by retailers vary from a few simple fixtures to a
wide assortment of props.
The shapes may either be very realistic or somewhat surrealistic. Sometime they
may simple parts of the body such as women’s legs for displaying gloves and jew-
elry.
2.2.3 Design
a) Balance
Both of sides of a display should be in balance.
If in imaginary line were drown down the middle, the element on each side should
be roughly the same size.
b) Rhythm
Rhythm help the customer eyes move throughout the entire display, and prevents
their attention from leaving the display until they have seen it all.
Pic 3 : ESPRIT – Pavilion K.L
2.2.4 Arrangement
Arrangement create an attractive display
Any of the design element or combination of elements in display can be repeated in
a regular or irregular pattern to archive harmony among the item in the display
2.3 Picture 4: Inside Display
2.3.1 Props
Display props include all physical object within the display area that are not consid-
ered salable merchandise namely, floor coverings, walls treatment, background,
mannequins, shelves, steps and other object involved in creating setting for the mer-
chandise.
2.3.2 Shelf or Display Area
Shelves and display areas provide the actual physical framework for the display
The types of merchandise that will be display influence the selection of a display
area.
2.3.3 Lighting – Spotlight
Spotlight ensure that maximum amount of light is focused on the merchandise.
That has clear face, which means that the light is more direct and concentrated than
the dispersed light from floodlight illumination.
Coloured spotlight may change the colour of the merchandise and so low-intensity
coloured spotlight are more often used on background and sign
Pic 4 : ESPRIT – Pavilion K.L
2.4 Picture 4 : Inside Display
2.4.1 Arrangement
a) Pyramid – it is a triangular arrangement that begins with a broad base and rises
toward a point. It is a common device to achieve proportion and
many types of small merchandise can be displayed in this manner.
b) Step - A step arrangement simply a gradation of height
- Merchandise displayed together on pedestal of increasing height give the
effect of being on the steps of a staircase
2.4.2 Variety or Assortment
It is a collection of unrelated items that happen to be sold in the same store.
It can be work shoes, silk stockings, tea kettles, shirts, wicker chairs, red flannel;
nightgowns, and cowboy boots.
Pic 5 : ESPRIT – Pavilion K.L
2.4.3 Semi – Realistic Setting
The display person may option for the very popular, semi – realistic or “vignette”
setting.
The visual merchandiser present the essence, the tip of the iceberg, and leaves the
rest to the active imagination of the shopper.
2.5 Picture 5 : Inside Display
2.5.1 Image On Store
Stores use varied styles and types of display to attract customers.
Customer’s opinion about a store is often based on the store image.
Good interior decoration can generate excitement to the customers.
The store’s merchandising, interior decoration , promotion and customer service de-
velop, maintain, and reflect that image and try to generate excitement about the
merchandise in order to create desire to buy.
2.5.2 Type of Customer
The shoppers who cover themselves with garment branded with a store’s name on
pockets, patches, shoulder and hips
Everyone believe that people who shop in that store are young, smart, sophisticated,
amusing, clever, trendy and fun to be with then a shopper who buy clothes at that
store can also be young , smart sophisticated and more.
Pic 6 : ESPRIT – Pavilion K.L
CONCLUSION
The conclusion is the display or visual merchandising is the presentation of a store
and its merchandise to the customer through the teamwork of the store’s advertising, dis-
play, special events, fashion coordination, and merchandising department in order to sell
goods and service offered by the store. The merchandise sources and therefore carries simi-
lar items. The thing that makes the difference is how the merchandise is presented. In other
word, good visual merchandising gives the merchant gives the merchant an invaluable
competitive edge as well as defining as store’s personality.
The store reinforces hat belief with merchandising display, the type of mannequin
show the manner in which in mannequin are dressed, positioned and lit. In this way, the
store promotes its image and fashion trendiness.
KEMENTERIAN PENGAJIAN TINGGI MALAYSIA
POLITEKNIK JOHOR BAHRUKM. 10, JALAN KONG KONG, 81700 PASIR
GUDANG,JOHOR DARUL TAKZIM
DEPARTMENT OF DESIGN AND VISUAL COMUNICATION
V 3831VISUAL MERCHANDISING
ASSIGNMENT 2:Display Trends
PREPARED BY:
NAME: MOHD ZUKIFLI BIN ISMAILREG. NO: 09DFP05F015
CLASS: DFP 6C
LECTURERPN WAN NORIHAN BT WAN MOHD NOOR