Window Displays

Apparel industry in India is booming and there is fierce competition among various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting " Central Malls ". Four dimensions of visual merchandising viz. window display, in-store form/ mannequin display, floor merchandising and promotional signage are studied and its impact on impulse buying behavior is found out. The results reveal that certain dimensions of visual merchandising do affect impulse purchase. Hence, visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The full paper is uploaded for the ready reference of the researchers. The copyright of the paper rests with the publishers who have made full paper available on the internet. For the commercial use of this paper permission from the publisher is needed. Number of Pages in PDF File: 7 Abstract http://ssrn.com/abstract=2355742

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of their products. Hence, competition in this category is increasing rapidly. This product category is such that other than technological differentiation there can be little means to differentiate them from competitors. In addition, customers think many factors before purchasing these products like price, brand, etc. This study was undertaken to find out whether visual product display and other display criteria affect the purchase behavior of customers of electronic product category, as it is a high involvement products (HIP). The dimensions of visual display that were taken for study of this topic were window display, store front, merchandise presentation, store layout and organization, shelf display, floor merchandise, wall mount display, experience, signages/ graphics and store environment and it is found that window display and store front have impact on purchase behavior of consumers. Note: The full paper is uploaded for the ready reference of the researchers. The copyright of the paper rests with the publishers who have made full paper available on the online. For the commercial use of this paper permission from the publisher is needed. Number of Pages in PDF File: 12 Abstract http://ssrn.com/abstract=2645518

Τhe present project deals with the incorporation of the digital audiovisual
interactive media into the design of the strategic visual communication of a
store. More precisely, it focuses on the practical processes and the theoretical
framework of the development of a window display. Furthermore, it studies the
formation of the image of a store, which is achieved by the combination of
audiovisual arts and modern technology.

The intense competition existing in trade is constantly imposing new
methods for the effective increase of sales. The presentation and the display of
the product to the customer is the most important way of increasing sales and it
is becoming more and more popular as an advertising tool.4 The exposure
techniques and visual enforcement of the products, both inside the store and on
the shop windows, in the most original and attractive way, which aim at
attracting the customer and at arising interest for buying and selling, are included
in a wider framework of design, communication and selling called "Visual
Merchandising".

Despite the fact that at that sector there are specific rules of design, both
the new technologies available to us and the interest for pictorial originality,
innovation and attraction call for the expansion of its trends.
For this purpose, a composite audiovisual application was designed, in the
form of an interactive video-installation in order to be used on a window display.
The project is called "SPRING Explosion" and it was presented on the 25th of May
2012 at the Mezzo Mezzo boutique, in the town of Corfu, introducing the Mary
Katrantzou Spring/Summer 2012 collection, for the Audiovisual Arts Festival of
the Audiovisual Arts Department of the Ionian University.

Η παρούσα εργασία μελετά την ενσωμάτωση των ψηφιακών οπτικοακουστικών
διαδραστικών μέσων στο σχεδιασμό της στρατηγικής οπτικής επικοινωνίας ενός
καταστήματος και συγκεκριμένα εστιάζει στις πρακτικές διαδικασίες και το
θεωρητικό πλαίσιο ανάπτυξης μιας βιτρίνας. Επίσης, διερευνά τη διαμόρφωση της
εικόνας του προϊόντος και του καταστήματος, που επιτυγχάνεται με το συνδυασμό
οπτικοακουστικών τεχνών και σύγχρονης τεχνολογίας.
Ο έντονος ανταγωνισμός που επικρατεί στο εμπόριο επιβάλλει συνεχώς
νέες μεθόδους για την αποτελεσματική αύξηση των πωλήσεων. Η παρουσίαση και
η έκθεση του προϊόντος στον πελάτη αποτελεί το σημαντικότερο τρόπο αύξησης
των πωλήσεων και αποκτά όλο και μεγαλύτερη αξία ως εργαλείο της διαφήμισης.

Οι τεχνικές προβολής και οπτικής ενδυνάμωσης των προϊόντων στους χώρους του
καταστήματος και των βιτρινών με τον πιο πρωτότυπο και ελκυστικό τρόπο, με
σκοπό την προσέλκυση πελατών, την δημιουργία ενδιαφέροντος για αγορά και
πώληση εντάσσονται σε ένα γενικότερο πλαίσιο σχεδιασμού, επικοινωνίας και
πώλησης που ονομάζεται «Visual Merchandising».

Παρόλο που στον τομέα αυτό υπάρχουν συγκεκριμένοι κανόνες σχεδίασης,
τόσο οι νέες διαθέσιμες τεχνολογίες, όσο και το ενδιαφέρον για εικαστική
πρωτοτυπία, καινοτομία και ελκυστικότητα επιβάλλει τη διερεύνηση των τάσεων
του.Για το σκοπό αυτό σχεδιάστηκε μια σύνθετη οπτικοακουστική εφαρμογή με
τη μορφή διαδραστικής βίντεο-εγκατάστασης για βιτρίνα καταστήματος. Το έργο
ονομάζεται «SPRING Explosion» και παρουσιάστηκε στις 25 Μαΐου 2012 στο
κατάστημα ρούχων Mezzo Mezzo της πόλης της Κέρκυρας για τη συλλογή ρούχων
Άνοιξη/Καλοκαίρι 2012 της Μαίρης Κατράντζου, στα πλαίσια του φεστιβάλ
οπτικοακουστικών τεχνών του Τμήματος Τεχνών Ήχου και Εικόνας του Ιονίου
Πανεπιστημίου.

This research paper is the outcome of a study of Visual Merchandising Elements of an apparel retail store and their impact on behaviour of customers. It is an attempt to identify the most appealing elements of VM. The general purpose of Visual Merchandising is to attract, invite, educate and motivate the customers to purchase merchandise being sold in the store.

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format. The study is aimed to " find out perception of consumers for apparel retail outlet in Ahmedabad ". Seven dimensions of visual merchandising viz. window display is excellent, atmospherics is excellent, product display is attractive, mannequin display is fantastic, fixtures are good, signages are good and props are good are studied and results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study will help store managers to improvise on the dimension a particular store is weak and consequently improve the perceptions of the consumers towards the store. Number of Pages in PDF File: 25

In spite of having very good growth potential, retail in India is passing through turbulent times and therefore, differentiation becomes very essential. There are various players in apparel segment in terms of lifestyle format. These apparel players deliver almost the same thing as their competitors do. Hence, the only means of increasing footfalls and sales of the store is differentiating it in the terms of visual merchandising. The study is aimed to " find out perception of consumers for apparel retail outlet in Ahmedabad ". Results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study will help store managers to improvise on the dimension a particular store is weak and consequently improve the perceptions of the consumers towards the store. Note: The copyright of the paper rests with the publishers who have made full paper available on the internet. For the commercial use of this paper permission from the publisher is needed. Number of Pages in PDF File: 8 Abstract http://ssrn.com/abstract=2472603

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of visual merchandising on the buying behavior of the customers visiting " Central Malls ". Four dimensions of visual merchandising viz. window display, in-store form/mannequin display, floor merchandising and promotional signage are studied and results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study also reveals the dimensions of visual merchandising that are important and increase impulse buying of the consumers visiting the stores.

This paper addresses issues of successful retail lighting schemes to make the reader familiar with the Do’s & Don’ts. It also looks into the details of designing lighting particularly for window displays, external shop signage and outdoor terraces of restaurants. A holistic approach for retail lighting is presented with case studies of ‘good’ and ‘bad’ lighting solutions, mostly from Europe, to underline the impacts of lighting on the retail business in the respective countries.