WITH THE NEW YEAR HAVING BEGUN, MUMBAI’S MALLS STILL WEAR A FESTIVE LOOK, AS THE VISUAL MERCHANDISERS BRING THEM ALIVE TO ATTRACT THE CROWDS

SHILPA SACHDEV

Before you can take note of the changing season, the malls are the first ones to convey the message to you. That's what the visual merchandising team is busy doing all year around, whipping up different themes and ideas to make the mall visually appealing in an increasingly competitive environment. Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus. It sets the context 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. It also educates the customers, creates desire and finally augments the selling process. A creative and talented retailer can use this upcoming art to breathe in new life into his store products. So its cottons in summer, woollens in winter and the monsoon gear does the rounds from July to September and not to forget the end-of-season sale... everything is planned in advance to get the desired look at the right time. Visual merchandising acts as the mouthpiece for the store to communicate what's new on the shelves.

Colours and themes are some of the powerful tools used in visual merchandising to achieve the targetetted objectives.

In fact most outlets have their individual VM people who do up the store on dayto-day basis to break the monotony.

For example, red and white is a common combination one gets to see as Christmas approaches. This is further accentuated with a huge Christmas tree with colourful lights and dozens of gifts strewn across. And of course the fat old man dressed as Santa Claus only adds to the fervour of experiencing an authentic Christmas feel while you shop.

Nitu Sharma, Deputy Buyer for Shopper's Stop says, "Visual merchandising aims to attract customers by dishing across some promotional offers, bringing out good colour combinations and creating a mood for every season.

“As the New Year begins, retail outlets through visual merchandising can display what's in store in the New Year, from the latest in apparel and accessories to footwear and electronics. The way you display makes a huge visual impact on the buyer and works as an 'invite' for the window shopper."

Ravindra Jadhav, Mall Executive, Raghuleela Mall says, "These window dressings can be called as the first impression and plays a great role in encouraging walk-ins to the store."

Moiz Don, Store Incharge, Pantaloons Retail (India) Limited says, "These window displays are a great help in attracting customers. We have different themes for different seasons."

"Visual merchandising is an integral part of any retail outfit and also has an annual budget dedicated to itself," says Amaan Fakih, M Square Mall Marketing and Management that handles VM activities for Mega Mall.

"Visual merchandising is necessary to make the entire proposition of the mall exciting to the customer. Advertising, events and VM together can create a large impact on actual sales. For example now its the New Year spirit and if your mall speaks a different language, then the customers will feel the disconnect.

“However with the recent terror attacks, the decorations would be low-key and subdued to keep sync with the mood of the customer," he adds. focal point A creative and talented retailer can use visual merchandising to breathe in new life into his store products

Colours and themes are some of the powerful tools used in visual merchandising

Advertising, events and visual merchandising can create a large impact