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Visual merchandising refers to the practice of presenting merchandise, store space, displays, fixtures, colours, lighting, graphics and other visual elements in an attractive and organised manner to influence customers’ buying decisions. It is an important part of retailing and merchandising because customers often form their first impression of a store and its products through what they see. Visual merchandising aims to make the shopping environment appealing, communicate the store’s image, highlight important products and encourage customers to enter the store, explore different sections and finally make purchases. Visual merchandising is not limited to decorating a store. It involves systematic planning of how products should be displayed so that customers can easily understand the merchandise and its benefits. A good visual merchandising strategy combines product presentation with the principles of colour, space, balance, proportion, lighting, signage and customer movement. In Buying and Merchandising-I, visual merchandising is particularly important because the success of merchandise depends not only on selecting the right products but also on presenting them effectively to the target customer. The categories of merchandise can be classified for better presentation according to product type, customer needs, usage, price, size, colour, style and purchasing behaviour. Proper classification helps retailers create logical product groupings and makes shopping easier for customers. The major categories used for effective store presentation are as follows. 1. Staple or Basic Merchandise Staple merchandise consists of products that customers purchase regularly and that generally have a continuous demand. These products form an important part of the retailer’s regular assortment. Examples include basic garments, innerwear, school uniforms, socks, basic household products and other everyday necessities. Such merchandise should be displayed in an organised and easily accessible manner. Products can be arranged according to size, colour, brand or price. Since customers usually know what they are looking for, the display should make product identification quick and convenient. Clear signage and proper categorisation are especially useful for staple merchandise. 2. Fashion Merchandise Fashion merchandise includes products whose demand is influenced strongly by changing fashion trends, styles, colours, designs and consumer preferences. Apparel, footwear, accessories and fashion products are common examples. __________ ___ ___ ________ ____ ____.
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