SUMMARY
Visual merchandising is a relatively new career field in which he emerged with the growing popularity of window and floor displays. Visual merchandisers main area of work is impossible to create a storefront. They can find a job with fashion boutiques, shopping malls, euphoria, etc. Also participated as a shop under the mangers. They can also do freelancing on contract basis for Windows displays in the exhibition, price, and other places. Other career options in this section are: production coordinator, quality control supervisor, fashion retailer, export manger, etc. This paper discusses the importance and potential for visual merchandising professionals.
Contents
INTRODUCTION
critical merchandising issues FINE
THE ROLE OF FINE merchandising
scope for career development
INTRODUCTION
sells the product (handsome / shopping / specialty) is incomplete without communicating his image. How to build long term brand loyalty, in addition to product quality, the image on the right is very necessary. To achieve this, many companies are investing huge money promotions. However, many companies ignore the bit in front of the face of the brand. In other words, the way in which products are displayed in retail shelves, the way people communicate sales to consumers and so are some questions, which if not treated and can be a big threat to the brand image. Visual merchandising is the art of presentation, which puts the retailer in focus. It educates the customers, creates desire and finally increases the sales process. This is an area where Indian business people lack adequate knowledge and expertise. This inadequacy is best reflected in poor presentation / display and communication to various national and international exhibitions with the abolition of quantitative restrictions after the year 2004, the textile industry will have to compete solely on the competitiveness of products and visual merchandising will be useful in designing unique products and thus increases access market and sales. It is high time that the Indian textile and garment industry should understand and adopt a scientific and professional visual merchandising system instead of the traditional practices of display products and communications.
critical merchandising issues FINE
Retail them has transformed the way business is done and so merchandisers disposal store inventory. There are many methods and standard procedures to encourage sales, increase profits and increase your net worth business. Visual merchandising helps in this regard. It requires a concerted industry effort to roughly value the importance of quality retail coverage, such as self-integrity in trade advertising, price verification, stock rotation, a new point-cut and other related activities. In order to effectively retail one is to focus on the following key issues of visual merchandising.
), graphics and labels: attention grabbing graphics are clear way to visually communicate brand and the graphics when compiled with the right signage become stable complete instructions for use
.b) Trends and contentious community: This is misunderstood by many as a mere decoration for pasture. Brand Source and moot community to convey the source, in fact only be the product for the consumer tobuyer . good trend story board display can exhibit a thought process of care for inspiration (research, development pattern of the final use of the product.
c) space management: Most of the shows focus on the management of the floor space. In order to create the desired ambience complete ceiling space should be given enough attention. The walls are not elastic space should be allocated to the available products by customer expectations to deliver the best results. major issues in the management area are as follows:
1 How we want our moves look like?
2 Hanging / stocked / buyers, etc.
3 What stocks you want to achieve the density?
In general, the more options / units can be kept for a certain amount of space, higher potential returns. Landing area systems can be divided into two types
Numerical and pictures: Numerical planning system to allow users to easily account the space available and to calculate ratios such as returns to the place. The visual system allows users to create three-dimensional models to walk in the stores and shops look to review a range of decisions made.
d) Dresiforms and dolls: dresiforms communicate 3 dimensional shape of a product. With a good fit doll can be customized to communicate the character, for example, especially the children carry dolls with caricatured faces convey a playful mood collections.
e) synergies between the various stalls: a stable appearance should compliment the mood of the whole show too. So some visual elements of the fair, whether it's color scheme or any material that is used should be embedded in the barn.
f) of the box thinking: With so many stalls around, sometimes the focus of some value stocks to grab customers' attention. Innovative ideas in the presentation of dolls, patterns, etc. can invite more people to pasture.
g) Merchandise Planning: The first function of merchandising planning is a strategic plan, which is normal for five or more years and used to set critical success factors for merchandising in terms of sales, margins and inventories. Next in the budget sales channel to take into account the effect of new channels, new stores, closures and refits. In simple words, merchandising planning and a systematic approach aimed at maximizing the return on investment, through planning sales and inventory to maximize profitability. It is not thought to maximize sales potential and minimizing losses and marked down the shares decreases.
h) Range Planning: Begin with an assortment plan. The range plan, the goal of the goods of the plan are divided into specific lines and such a way that the division results in an increase in the total mix limit. Then, distribution planning done. relationship between the physical space available in a range has done here is a key determinant of performance merchandising.
THE ROLE OF FINE merchandising
Visual merchandising is the artistic manner in order to ensure that sellers of goods moving off the shelves faster. It is a tool to appeal to the visual sensory elements of the customer. Visual merchandising is unknown skill fastly becoming popular nowadays with the introduction of self service in retail sales in recent years and the number of changes taking place in the super market merchandising methods, there is a greater emphasis on the type of store layout, store building, fixtures and equipment, color display , silent communication tools, window display and the final opinion of the building through the displays at the store that has taken the art of retail multiple applications frameworks.
The buyer expects to spend less time shopping and prefers one-step multi-brand store formats, and thus the importance of visual merchandising is on the increase. As per the opinion Hemendra Mathur, senior consultant KSA Technopark based on the third annual consumer outlook survey that the consumer gets the time saved and time spent on shoppin (both trade and non trade) it came down. Further studies revealed that the increase in impulse and unplanned purchases in certain categories. Visual merchandising helps to increase impulse buying.
The practice of visual merchandising is negligible in the durable goods and home textiles and apparel in and footwear, which is 20%. Many people experience in organized retailing are of the opinion that innovative application of an effective retail and brand building company used aggressive retail goods. Brands such as Reebok spent 25% of its advertising spending to the point of sale merchandising. Reebok brand managers believe that 80% of customers affected by 3 feet experience, ie, point of sale materials and visual merchandising are more effective than external display and advertising.
Analysis of the market believe that most companies, unfortunately, did not spend so much time and money as they should on the POS (point of sales), visual merchandising as a strategic tool for building brand, randomly, displaying all but the selective display and efficiently in order to assist consumers in making decisions.
Visual merchandising helps:
a) Establishing a creative medium to present merchandise in 3 D environment, with which long-lasting impact and recall value.
b) Combining the creative, technical and operational aspects of products and operations.
c) To educate customers about the product / service in an efficient and creative and innovative manner.
d) drawing the attention of the customer to enable him to purchase decisions in a short time and extending the sales process.
scope for career development
retail analysts believe that the average spending on POS and merchandising displays the RS. 1000 per square meter in the entire retail organization size RS. 14 000 crores of the total (both organized and unorganized is Rs. 11,00,000 crore. Further analysis showed that the multi-brand store formats (hypermarkets), save 35% growth rate per annum which is an indicator for storing a wide range of light and.. for visual merchandising professionals who have experience in designing an effective store layout, color display, use creative tools, silent communication skills, creative window display, trade shows and in the curriculum generally includes visual merchandising in the following areas:
). Creative Arts.
b). Special applications in retail.
c). Techno commercial planning and execution.
management students seeking employment opportunities can be found in department stores, super markets, malls, hyper markets and as a visual vendors. Furthermore, those who have entrepreneurial streak can ask event managers or professional interior designers.
