Visual merchandising is changing its focus
Props, decorations and mannequins are making way for splashy graphics,
banners and signs in retail window and in-store displays.
A survey by Display & Design Ideasmagazine found 90.4% of
responding retailers planned to use heavy graphics in their 1999 visual
merchandising strategies. Many respondents said they would use graphics
for holiday and seasonal displays, especially for spring, autumn and other
Conversely, use of display props and adornments has decreased steadily
over the past five years, according to the survey. Once a favorite of retailers
(71.5% of survey respondents ranked it at the top in 1995), props were on
the list for only 26.9% of respondents this year, while planned use of decoratives
and trim declined from 58.3% in 1996 to 18.3% this year.
While most retailers clearly favored the two-dimensional trend, a few
suggested mannequins are returning to favor.
Another noteworthy finding from the study: Now that software and computers
are easier and less expensive to own and use, more companies (52.4%) produce
their own signs and graphics in-house, according to the magazine.
by Stacey King
Copyright © 1999 by Bond Communications.