Visual merchandising - what is it?

Visual merchandising - what is the purpose?

When selling any product, the most important objective is to attract the attention of potential customers. It is necessary to develop a strategy so that the consumer is drawn towards the item. Visual merchandising is a set of marketing tools designed to increase customer interest in an offer and to influence an increase in sales. It also includes solutions for a better organisation of the space in the shop. All activities must be consistent with the brand strategy and reinforce its image. What are the principles of clothing visual merchandising? What is worth knowing about this strategy?

● Appropriate visual merchandising increases customer interest and boosts sales.

● Visual merchandising uses a variety of marketing tools.

● The shop window is the stage that serves to present the shop's ranges. It is often the decisive factor in deciding whether a customer will cross the threshold of a shop.

● Knowing the needs of the target group is one of the basic principles of clothing visual merchandising.

● In-store displays like to change, so it makes sense to adapt them to current trends.

Visual merchandising - what is it anyway?

Visual merchandising (VM) is aims to create a retail space and as part of the strategy intended to attract the attention of customers and encourage them to buy. One of the main objectives is to increase sales. An important part of VM is creating a company's image, increasing the reach of the brand and staying in the minds of consumers.

What does visual merchandising consist of?

Shop windows are the foundation on which visual merchandising is based. What does this mean? They should encourage people to enter your shop. It is the first element with which the customer encounters your shop or with your brand. The shop window can be used as a kind of information board. It informs about seasonal promotions, new collections or current trends, as well as other things.

An important core of VM is the shop's colour scheme. Visual merchandising specialists pay attention to choosing a leading colour that evokes certain emotions. For example, bright interiors in clothing shops are associated with premium standards, meanwhile red is associated with promotional activities.

Lighting is also part of visual merchandising. Lighting ideas can vary, but the basic aspect is to create the right mood in the interior. Lamps should be directed in such a way as to draw the customer's attention to a particular product. The mood will be completed by music and fragrance - these should match the character of your shop.

The layout of the space itself is also important. If the interior feels cluttered, it can put people off visiting your shop. It makes sense to opt for a clear, organised space. Furniture and shelving will help to achieve this. This way, the customer will feel comfortable in the interior and find their way around easily.

Pay special attention to the mannequins. It is not enough to opt for the simplest models. Collections that convey the atmosphere of the shop work better. You can read more about choosing the right model here: What to look for before buying a mannequin? With the help of mannequins, it is possible to create various types of visual installations that catch the attention of potential customers. In the clothing industry, they provide an opportunity to see how the goods available in the shop will look together.

The principles of clothing visual merchandising include the overall design of the shop. In addition to the elements mentioned above, the materials used in the interior design - the style of the floors, walls and other accessories - are important. They too are responsible for the presentation of your brand. External fittings are also important. This includes banners that encourage customers to take advantage of promotions or inform them about a new collection.

Principles of clothing visual merchandising - how do you use them to increase sales?

There are some general principles that guide visual merchandising. By applying certain rules, you can increase sales. The basis is to know the needs of your target group. The offer should be developed in such a way that it reaches the right people. The product range should be grouped into categories and arranged in the shop in such a way that the display remains clear. This is encouraged by keeping the arrangement in the same style as your brand's website and social media.

However, this does not mean that you should stick to a rigid framework. Stagnation in no way fits in with the ethos of visual merchandising. Ideas, new concepts and regular changes to the space are what VM is all about. This is where all kinds of furniture, shelves, displays, stands, tables, decorations, mannequin platforms and the mannequins themselves can help. With their help, you can create displays that encourage people to enter your shop's front doors. It is also worth keeping up to date with current trends.

There is no need to buy new equipment every time - a few models will suffice, which can be mixed and matched according to the needs of the collection. Interactive displays that attract attention from a distance can also be used.

The world is constantly changing - and so do shop displays. That is why we recommend regularly testing what works best. It is worth experimenting, testing reactions and choosing solutions that translate into increased customer interest and increased sales. Whenever a new collection is to appear in the shop - it is good to choose a theme and fit everything together so that it comes together as one.