IMPORTANCE OF WINDOW DISPLAY IN VISUAL MERCHANDISING

Abstract

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the framework of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place. Of all the elements integrated within visual merchandising, window displays are often the most direct in attracting potential new customers. They are usually the rst point of visual contact a consumer has with a store and the preliminary step of the retail experience. Attention-grabbing and appealing window displays can easily be the difference between a consumer coming into the store to view more or walking by. This study attempts to explore the importance of window display in visual merchandising.