Art and messages of visual merchandising

• Main Author: Nikolić Jelena
• Format: Article
• Language: English
• Published: Union of Textile Engineers and Technicians of Serbia, Belgrade 2019-01-01
• Series: Tekstilna industrija
• Subjects: visual merchandising; the beautiful and ugly shop windows; symbolic messages; "fashion temples"; identity
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0040-2389/2019/0040-23891904052N.pdf

Visual merchandising is actually a technique, ie. mastery of different methods to promote the sale of goods by improving their presentation in the shop window and the object itself. It also includes certain components of ambient design using visual rhetoric and communication, primarily through visual imagery, sending symbolic messages, to arouse a perceptual and emotional response in a potential customer, and finally to influence its behavior in the store by bringing him into the brand identity. In the book Death of Fashion, Harald Gründl studies fashion showcases that appear twice a year, when a new fashion collection arrives in stores, in an atmosphere of beautifully decorated showcases and is out of fashion at the end of the season. The seasonal period of sale, before a new product collection each Spring-Summer and Fall-Winter became the transition phase between the old and the new collection, when the beauty of visual merchandising disfigured.