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Part of the brand strategy used in visual merchandising is research into the brand's target market to find out what their customers' values and self-images are. These visual elements play a part in building a retail brand and therefore they help a brand differentiate itself from its competitors, create brand loyalty, and allows for a brand to place premium pricing on their products. This includes the in-store environment and brand communications used, such as signage and images displayed in-store. The design of the store should reflect this as part of their retail brand strategy. Visual merchandising contributes to a brand's personality and the characteristics associated with the brand. WindowsWear is a community and database of visual merchandising from around the world.Ĭontribution to retail brand strategy Currently, visual merchandising has become a major tool of business promotion which is widely used to attract customers and increase sales. In the beginning of 21st century, visual merchandising was becoming a science. In the 20th century, well-known artists such as Salvador Dalí and Andy Warhol created window displays.

Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls. Store windows were often used to attractively display the store's merchandise. shifted their business from wholesale to retail, the visual display of goods became necessary to attract consumers.

When giant 19th century dry goods establishments like Marshall Field & Co. Visual merchandising traditionally occurs in brick and mortar stores using a blend of lighting, color combinations, and articles of decor to stimulate an observer and generate interest.

The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase. Visual Merchandising is the practice in the retail industry of optimizing the presentation of products and services to better highlight their features and benefits.