Essay
*NEW*Unit 16 Visual Merchandising D1 ( (*Distinction Graded)
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D1: Evaluate the extent to which different visual merchandising and display techniques contribute to the success of two contrasting businesses
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In this assignment, I will evaluate how Prada and Sony use visual merchandising techniques anddetermine whether the visual merchandising approaches used contribute to their success.
Prada and Sony are both successful retailers, with differing visual merchandising and display
approaches playing a key role in their success. Prada and Sony recognise the importance of
visual merchandising in meeting objectives and increasing sales, which leads to increased
profits. As a result, both firms exercise caution when selecting display styles, taking into
account the product range sold and the kind of merchant. These various merchants require
diverse visual merchandising methods.
Prada
Prada is an Italian luxury fashion firm founded in
1913. The firm has expanded in popularity on
social media and has become a well-known brand
in the general public for fashion trends. Leather
purses, travel items, shoes, ready-to-wear,
fragrances, and other fashion accessories are
among the company's specialties. Prada uses
various different visual merchandising techniques which contribute to their success. To a
certain extent I believe that Prada use of its visual merchandising approaches has contributed
to its success. This is through the effective use window display that enables the enticing of
potential customers into their business in buying their products. Prada's usage of effective
window displays contributes to their success. Prada window displays allow customers to fully
appreciate the astounding premium scenery of their outlet, while the interior colours used,
which are white and black contrast and give this pleasing view of their store with the matching
white and black tiles used to give this shiny and luxurious sensation to individuals walking past
the store, eventually becoming a pull point in enticing them into their outlet to make potential
purchases. Prada's window display thoroughly exhibits their product range in the front aisle;
handbags are typically exhibited at the window display on top of these transparent shelves to
draw customers into their establishment... The skilful and creative use of signage is another
visual merchandising technique that has contributed to their success. Prada signage has
allowed them to accomplish successful retail merchandising, which can directly enhance sales
and generate attendance by expanding their customer reach. Furthermore, the employment of
Parade fixtures such as shelving is a highly efficient way of visually making their shop stand out
and become more enticing in the eyes of consumers. To make their items stand out more, the
handbags are exhibited within shelves that are covered by a shiny glass frame with a white
background. Moreover, Prada also employs decorations and mannequins to bring their entire
store to life. The mannequins used provide shoppers and potential purchasers an idea of how
, the product would look if they wore it themselves. Prada employs mannequins to emphasise
the store's distinctive offerings. Mannequins are used by Prada to exhibit the current fashion
apparel trends and to persuade shoppers to purchase certain products.in their outlet
Mannequins are used extremely efficiently
by Prada to attract clients' attention,
highlight their products, and drive purchases.
This has allowed Prada to entice consumers
into the store, increasing sales and profit and
therefore contributing to their success.
However, I feel that Prada's employment of
visual marketing tactics has not entirely
contributed to their success; this is due
primarily to the fact that, like many of its prominent competitors in the market, such as Gucci,
Louis Vuitton, Versace, among others. These businesses have mastered visual merchandising
approaches and have nearly perfected their implementation into their outlets. The most
noticeable difference is that Gucci and Louis Vuitton have significantly more well-planned and
sophisticated interior shop design. Prada primarily aims for flamboyant aesthetics, which is fine,
but it does not cater to a larger customer base as Gucci and Louis Vetting do. Louis and Gucci
both have stores that convey this domestic and welcomed feeling via using stylized bricks and
accoya wood, among other wood kinds, to make the store seem more visually friendly,
appealing and inviting. Unlike Prada, which predominantly employs black and white, has been
viewed as a typical authentic, boring, and bland colour that is frequently used in every fashion
apparel store, and so does not provide Prada with a distinct store portfolio. Unlike Prada, Louis
Vuitton employs several types of wood gradient, as opposed to all other fashion apparel
businesses that use glossy material, allowing Louis Vuitton to develop a USP. As a result, this is
a limitation, hampering Prada's ability to obtain higher consumer engagement and retention
than its competitors, making it more difficult to get a larger market share in the luxury goods
industry, consequently negatively affecting their profitability.
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