Visual Merchandising
Visual merchandising is the artistic display of merchandise and theatrical props used as scene-setting decoration in a store. It is everything a customer sees in a store, possibly including both its exterior and interior. It helps create the store’s positioning, a distinct and
consistent image that sets it apart from the competitors in the target
customer's mind. It also reinforces the store’s advertising
campaigns.
Visual merchandising is a retailer’s primary tool for creating
an image. It communicates the store’s philosophy and
identifies its target market. It also builds the personality or
character of the store, associating itself with a human trait or
characteristic that customers can relate to (e.g., fun,
discriminating, etc.). The marks, signs, lines and colours
used in merchandising become an identity that adds to the
memorability of the store and what it represents.