Visual Merchandising Techniques

Visual Merchandising Techniques

Visual Merchandising Techniques

In this video, we explore how merchandisers convey a narrative about their brand and about the customers through their displays. The narrative describes the values of the brand that make it unique, so that customers understand why they should shop there. Retailers also use themes – short stories that unite visual merchandising displays throughout the store for a brief period of time. These themes keep displays interesting for customers, and entice them to keep coming back to shop. We look at dress forms and mannequins that help display clothing, and finally, we explore expert techniques that merchandisers use.

Module Description Step
1 The Narrative Conveys the Brand Message in Visual Merchandising 1-9
2 Using Themes in Visual Merchandising 1-13
3 Color Techniques for Visual Displays 1-9
4 Mannequins, Body Forms, and Dressmaker’s Forms 1-21
5 Special techniques in Visual Merchandising 1-17
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MODULE 1 • The Narrative Conveys the Brand Message in Visual Merchandising

Step Description
1 Once you have viewed all of the lessons in this visual merchandising series, you have made great leaps in understanding the important concepts in creating successful and professional visual merchandising displays on walls, tabletops, and windows.  This lesson builds on what you have learned.  We are moving on to the secrets of visual merchandising – specific techniques that the best visual merchandisers use.
2 Every retailer tells a story through its visual merchandising.  We call that story a narrative.  The narrative is unique to each brand, because it conveys the brand’s values – the principles that the brand believes in.  Customers need to feel like the narrative is about them, too, so that they can feel an emotional connection with the brand.  For Anthropologie, the narrative is about surprising and delighting customers with unexpected, distinctive finds for themselves and their home.  This window definitely tells that story.
3 I always think visual merchandising is part science – the science of color and composition.  But to a large extent, it’s really art.  Visual merchandising is the art of the elements that are put together in the display, and how they are put together.  And when the display is surprising and captivating, customers connect with it emotionally.  When that happens, they are in the mood to buy, and they actually try to find something to buy.  For example,  Anthropologie is famous for using creative materials in very large displays in windows, and throughout the store itself.  Anthropologie customers are familiar with the narrative, and they love the store.  They know that they will fall in love with products they didn’t expect, and they are ready to buy whatever that is!

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