Visual merchandise is the accepted broad term used for the function of showing goods. The older and more limited term display is often used to refer to an individual visual presentation of goods. Visual merchandising can encompass all aspects of the total visual impact of the store and its merchandise. Generally, visual merchandising is the more expansive term and can encompass window displays and interior displays.

The purpose of visual merchandising is to promote the sale of merchandise while reflecting the store image. The displays are meant for selling specific kind of merchandise. A display can also be followed through an ad. It should attract attention and stimulate the customer to lead to a purchase decision. The displays are often used to introduce a new product, a fashion trend, or a new look or an idea. Effective displays educate the consumer as to how the new item can be worn and it can be accessorize. A web-planned display should say something special to the shopper about the merchandise, the store, and the management thus, reinforcing and enhancing the store’s image
Merchandising through visual merchandising is the most dynamic route to sales. It is a powerful form of show- and- tells, even if not a single word is spoken. From the design of the store’s exterior and interior layout to its window and point- of- sale displays, the retailer employs visual merchandising, to communicate with the customer. Visual merchandising communicates the store’s image, reinforces the stores advertising efforts and prompts the need to buy impulse.
Visual presentation or display of merchandise communicates store image and fashion ideas to the consumer. Retailers have been placing greater emphasis on the presentation of merchandise. Stores in modern shopping malls, however may have few or no windows, but rather a wide entrance that gains the entering customer’s a sweeping view of the selling area.
Displays are planned many months in advance in conjunction with other store promotions. Buyers complete for window space on the basis of how well their merchandise fits the particular promotional theme.The physical surroundings are an important element in visual merchandising. Visual merchandising must reflect and address the largest customers need and desires. This area can be decorated or designed in a unique way with the help of some materials like props, mannequins, flowers and different decorative items.
To attract the customer, a visual merchandiser must be imaginative and creative for effective for effective presentation of merchandise. Display or visual merchandising is “showing merchandise” concept at its very best, with the end purpose of making a sale .Based on the above theory Mark Allen has listed three goals of display:
To inform the customer of the goods one offers and the current fashion trend.
To entertain the customer in a way that sets the store apart from other retailers in the area that may carry the same stock.
To use the display to lie in with major sales promotions or important trends.

WINDOW DISPLAY

Window displays are art forms created with merchandise and props, just as garment design is art created with fabric. In planning windows, buyers choose garments that carry out the promotional theme and image of the store.
The object of the window is to motivate one towards a closer look at the merchandise and to plant the yearning to buy. Some of the treatments that may be used include: -

* A single mannequin against seamless paper.
* A theoretical setting, an injection of fantasy and drama.
* Animation, as in holiday windows that draws crowds of viewers.
* Use of sculptures, fine painting reproduction or art objects. Windows are planned to integrate with their entire surroundings. * * * There are several kinds of windows:

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   1. Closed Back Windows: -This is a typical window with a large – area of plate glass and walls enclosing the remaining three sides. The advantages of closed windows are many. The merchandise is protected from shoppers who could touch and disrupt it. The closed in an area makes it possible to present any seasonable fashion or mood within the display. Closed windows have several disadvantages. They take up valuable floor space that could be used for selling.
   2. Open – Back Windows: – This window does not have a back wall, thus presenting a view into the selling area beyond extra effort is required to keep the selling arc in the background from distracting the viewer. This type of window stimulates and invites passer by to come in and look around. Using the display to co-ordinate with the merchandise behind the windows will enhance the merchandise being presented and create a less confusing display. Open windows take less space less money to construct.
   3. Partially – open window: – These windows are very similar to open windows except they use version of separation. These serve the window serve the window space from the selling floor yet do not block the entire views to the store. The partial divider makes it less likely that customer and small children will disturb the display area. Such a display does not use too much space and it is not an expensive as others.
   4. Island window: – This window has a glass on all four sides so that merchandise can be viewed from all directions. Island windows are usually at cascade fronts and are isolated for the best of the building. Lighting is a problem in an Island window. Since light will be visible from every direction. Direct the to the merchandise and avoid the glass as much as possible because the light can hit the eye of the passer by if not carefully placed.

    

   Shadow Box: - These windows are on side streets and may have been full size windows. Shadow boxes are used for smaller items such as folded skirts with ties & sweaters, accessories such as jewellery, handbag &shoes; because the space is small and shallow, strong color, contrasts and dramatic effects are necessary to attract attention. So, A window designer creates a “whole” rather than a fragment talking into consideration the building façade, the street and its people and the relationships of perspective, color harmonies, lighting and viewing angle. Even the design of the windows themselves influences how they are treated and the visual merchandising and role they play.

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