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Visual Merchandising in Retail Stores- its Time for Christmas Andnewyear Celebration


Affiliations
1 Department of Fashion Technology, Punjab University, Chandigarh, U.T., India
     

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The study aims to find out how and to what extent retail apparel outlets incorporate visual merchandising during Christmas and New Year. The survey method was followed to conduct the study and data were collected through Interview schedule and convenient sampling. Goa was selected as locale of the study. The major findings showed that almost all the stores employed visual merchandisers who used their creativity to enhance the aesthetic appeal of window displays, store designs, walkwaysand in-store displays by increasing sales and capitalizing on human tendency to window shops. It is also understood that displays are frequently changed to promote new product launches and reflect festive or season themes such as Christmas, New Year, Spring or Summer. All the stores allocate specific budget for their window displays, lighting fixtures, signage and graphics. The output of the study unfolds that merchandiser's main focus on festive season is to maximize sale and revenue by using a different point of sale merchandising products such as mannequins, holiday and event displays, sale signs, display boards, props, balls and baubles, different fixtures, window themes, colorizing, lighting, music, room sprays, Santa in stores etc. to convert potential customers into real customers.

Keywords

Visual Merchandising (V.M.), Window Displays, Lighting, Store Design
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Abstract Views: 280

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  • Visual Merchandising in Retail Stores- its Time for Christmas Andnewyear Celebration

Abstract Views: 280  |  PDF Views: 1

Authors

Ramandeep Sodhi
Department of Fashion Technology, Punjab University, Chandigarh, U.T., India
Rita Kant
Department of Fashion Technology, Punjab University, Chandigarh, U.T., India

Abstract


The study aims to find out how and to what extent retail apparel outlets incorporate visual merchandising during Christmas and New Year. The survey method was followed to conduct the study and data were collected through Interview schedule and convenient sampling. Goa was selected as locale of the study. The major findings showed that almost all the stores employed visual merchandisers who used their creativity to enhance the aesthetic appeal of window displays, store designs, walkwaysand in-store displays by increasing sales and capitalizing on human tendency to window shops. It is also understood that displays are frequently changed to promote new product launches and reflect festive or season themes such as Christmas, New Year, Spring or Summer. All the stores allocate specific budget for their window displays, lighting fixtures, signage and graphics. The output of the study unfolds that merchandiser's main focus on festive season is to maximize sale and revenue by using a different point of sale merchandising products such as mannequins, holiday and event displays, sale signs, display boards, props, balls and baubles, different fixtures, window themes, colorizing, lighting, music, room sprays, Santa in stores etc. to convert potential customers into real customers.

Keywords


Visual Merchandising (V.M.), Window Displays, Lighting, Store Design

References