These provide an in-depth analysis of two stores (M&S and Tkmaxx) and how their visual merchandising techniques influence the customers/consumers along with their relationship with competitors and how these techniques can put them apart compared to other stores.
Visual Merchandising Course Work 1
My 2 Business’s:
195 Western Rd, Brighton BN1 2BJ
36-37 North St, Brighton BN1 1EB
, What is Visual Merchandising:
Visual merchandising includes how things in a store are displayed to maximise the ammount of attention
the store receives from customers.
Marks & Spencer:
Marks and Spencer Group plc is a major British multinational retailer with headquarters in London,
England, that specialises in selling clothing, home products and food products, mostly of its own label.
M&S is a leading British retailer bringing quality, great value food, clothing, and homeware to millions of
customers around the world. They are also well known for their brand loyalty and their loyalty towards
their customers. This has been due to them being one of the longest lasting department stores which
people have known for years and therfore this has allowed them to gain the one of the largest amount of
customers for the longest ammount of time.
Display Techniques:
M&S use various different display techniques for example
mannequins busts and forms. They use this both in store
and in the windows. By using them to advertise their
clothing and other garments, they are able to attract
customers attention from the street as this can make more
people inclined to come into the store but not only this is
can also work in the opposite way as when some people
see what they have to offer they may want to avoid going
into the shop because of their first impression. However
due to this display technique mainly being used for clothes,
customers may still want to enter the store even if they don’t see
what they like in the windows. This is due to M&S selling other
products as well such as food, beauty products and homeware and
this is a huge advantage for M&S which makes them very unique to
other stores and therfore this allows them to attract the maximum
ammount of customers possible and this therfore maximises their
profits. They are also extremely useful for customers browsing
their clothing ware within the store as you can see in the bottom
left figure. As they put their key outfits which may be new or on
sale on busts and mannequins, this can attract people’s attention
within the store and can allow them to see different outfits which
may never have come to their attention if it was on a rail. Therfore
this key technique can not only entice customers to come into a
store but to also spend longer browsing which as well may then
lead to them finding more outfits which they like and therfore
spend more.
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