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  Chief Editor Anuraag S | Editor Swati Bhalla | Powered by GigaSoft™  
 

HISTORY OF VISUAL MERCHANDISING

Every shopkeeper and merchant's primary objective is to sell merchandise. When the giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail the visual display of goods became necessary to attract the retail customer. The store windows no longer simply allowed natural light to shine in the building or act as storage space for stock; they became important venues to attractively display the store's merchandise. Gradually, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually displacing the importance windows altogether in suburban malls.

Museums and department stores in America have a shared history of displaying their products, both having come of age in the last quarter of the nineteenth century. Like world's fairs, department stores and museums crowded everything together on shelves or in display cases. Today displays in museums are referred to as exhibitions, while displays in stores are referred to as "visual merchandising. Essentially, visual merchandising is the selling of a store's goods through visual means, incorporating advertising, window displays, and interior sales floor design and display. Throughout the twentieth century, well-known artists such as Salvador Dali and Andy Warhol created window displays, while other artists who are lesser known were commissioned to design unique objects specifically for visual merchandising purposes. The "Art of Selling, is a historical exploration of these display practices, including a look at several window display artists, interior display methods, and some of the unique art created for visual displays, especially the mannequin.

Above we show a moving photo of shoppers looking at window display of Brown's Drug Store, advertising "Digestit," a stomach relief patent medicine; product is being endorsed by a pianist, "Mr. Thomas," who has been playing in the store window non-stop for 60 hours and 45 minutes; Mr. W.L. Brown in standing behind Mr. Thomas. It was made in 1915.

 

Marshal Fields & Co.
Late 18th Century

 
India is full of surprises. The practice of Visual Merchandising in India is common with every retailer, but unconsciously.
Submit your entries at thinktank@studioatomium.com
 
 


A sweet/candies shop at Jammu. Picture is not very clear still you can see how they have been segregated. Usually these are stored in glass jars; here, since they are in open, you really feel grabbing them and pick each one of ‘em.

  A BHANG shop. Anything is possible in this vast country. This shop is at Jaisalmer, Rajasthan. 2 main sign’s with ‘Govt. Authorised’ as highlight!!!
 
Another unusual shop on your way to Vaishno Devi, Katra, Jammu & Kashmir. The man reading newspaper is an artist and makes shapes and name-plates with these colorful wires in no time. Price range starting from Rs.5 (for one alphabet)
Submit your entries at thinktank@studioatomium.com
 
Apple iPhone window display; Good use of icons and logos on the window glass, to highlight the features of the products.
  Window Display of G-Star. No mannequins, good use of image and props.

TRUE OR FALSE?

Q. Incandescent light has a truer color?

A. FALSE. There is no “true” color of light, but mid-day natural light is often considered a standard because it has all the wavelengths of color in more or less equal amounts. Incandescent sources are rich in warm tones but weak in cool tones. This is flattering to skin tones but poor in revealing colors for many products, especially those containing blues and greens. New “tri-phosphor” technology has resulted in fluorescent sources with superior color rendering in a wide variety of color appearances and lamp types.

Q. Low-voltage lamps use less energy than standard voltage lamps?

A. FALSE. A 50 watt 12-volt lamp uses the same amount of power as a 50 watt, 120 volt lamp or 50 watt 277 volt lamp. However, low-voltage lamps have smaller filaments, which enables tighter focus of the beam. Thus, low voltage may be the most energy-effective choice for accent lighting.

Q. More light is better?

A. FALSE. Lighting for retail is all about contrast and focus. Too much accent lighting means no contrast and no focus. The greatest lighting value is achieved by balancing ambient and accent lighting.

 
 
 

We have compiled a list of online resources of mannequin manufacturers for visual merchandisers. Mannequins have come a long way through the years. The current trend is very realistic and oozing with personality. With the new development in makeup, skin tone and color finish, these new mannequins are closer and closer to becoming real.

Hans Boodt Mannequins
http://www.hansboodt.nl/
Check out their Sizzle, Sensitive, Scandalous, and Senseless Collections. They are truly a work of art.

Manichini
http://abcitalia.com/
Ema and Kelly are the collection to see at this site.

Almax Mannequins
http://www.almaxspa.com/site.html
The Sheila Realistic collection features relaxed and natural positions with realistic ethnic heads, makeup and wigs.

Patina-V
http://www.patinav.com
Three collections that top the list are Swoon, Fashionista, and there new "Standout" Collections which is characterized by their up-front, assertive attitude.

Hindsgaul Mannequins
http://www.hindsgaul.com/
This company has been around since 1913 and they are one of the leading producers of mannequins.

Rootstein
http://www.rootstein.com/
The "Erin & Anne Collection" exemplify sophistication, elegance, and fresh youthfulness.

 
 

Source: Fifth Avenue - New York; Checkout the mannequin expressions!

 

Source: www.about.com
The final window of Bloomingdale's Holiday Window displays shows Rapunzel drapping her long locks down from her prison.

 
 

 

When customers call on the phone, we are provided with a tremendous opportunity to reinforce and grow the relationship. It makes good (economic) sense to take the extra time and effort to make these calls as meaningful and service oriented as possible. Attention to customer service will go a long way in helping you to satisfy your customers and make them feel as if they are truly special.

1. Always tell your customer what you CAN do for them. Don't begin your conversation by telling them what you CAN'T do.

2. Allow irate customers to vent. Do not interrupt them or start to speak until they have finished having their say.

3. Diffuse anger by saying "I'm sorry or "I apologize."

4. Use your customer's name at different points in the call.

5. Make certain that your "solution" to the customer's problem is acceptable to them. Get their approval and agreement.

6. Always conclude each call with a "Thank you" or a verbal message of appreciation for their business.

7. Make certain that your tone of voice is in sync with your words. Remember, your tone of voice can completely contradict your message.

8. Listen attentively! There is nothing worse than asking an irate or troubled customer to REPEAT what they have just said.

9. Go the extra step by following up on your solution. Re-contact the customer to make certain that everything has been handled in a satisfactory manner, and they are pleased with the outcome.

10. Remember to ask if there is anything else that you can do for your customer. Taking the time to ask the question often results in increased business and a more committed customer.

 

 



 
 
  Course Description:
This 20 week (5 month) course has been designed for those wishing to begin a career in the visual merchandising or those who hold positions as visual merchandisers in the retail industry.
     
  Aims & Objectives:
Upon completion of this course, students will have an understanding of the Visual Merchandising industry including: principles & elements of display, development & design of language for the purpose of product presentation, design &
construction of props, and working to an industry brief
     
  Entry requirements:
Satisfactory completion of graduation or its equivalent from any recognised university, or some art/ design experience and/or a demonstrated capacity and motivation for this field. Applicants may attach a folio of their art, craft, design work or photographs of display and merchandise presentation with the application form.
     
  How to apply:
Just fill in the application form and send it accross to us. You can download the application form from the e-vm section of our website. or CLICK HERE to download the form.
     
  Call: +91 98107 80149
Mail: swati@studioatomium.com
Web: www.studioatomium.com
     

*Conditions Apply.
 

 

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