VISUAL MERCHANDISING: HISTORY, METHODOLOGY, FUNCTIONS - ECONOMY - 2025

The merchandising visual or vitrinismo consists of a number of techniques to apply a store in order to place products available to the consumer. These techniques have to be attractive to the customer and convince him to purchase the merchandise; It is a completely visual type of marketing applied in shop windows or showcases.

Visual merchandising is also defined as a "silent seller", since it is a type of marketing that seeks to seduce customers or buyers without the need to resort to store personnel. Consequently, the shop window seeks to sell the product on its own through certain aesthetic methodologies that are attractive to the consumer.

The shop window or visual merchandising is also called "silent seller". Source: pixabay.com

Currently, showcases and shop windows appeal for simplicity, although they must stand out for their creativity to stand out from the competition's products. Experts assure that the showcase works as "a blank canvas", where the merchant or designer expresses his creativity considering basic notions of color, line, composition and lighting.

History

The vitrinismo, visual merchandising or window dressing was born in the nineteenth century as a consequence of the development of department stores and the increase of industries under the capitalist system.

According to some sources, its first appearance was in France and was intended to encourage people to buy the products that were offered in stores.

Origins in Babylon and evolution in the Roman Empire

However, product display is one of the oldest techniques in marketing; there are even data that this was practiced before the Christian era, in the ancient city of Babylon (1792 - 539 BC).

Likewise, the Arab markets have also been known to handle marketing and marketing wisely since ancient times.

Within the West, the Roman market that was created during the mandate of Trajan (98 AD) stood out, where the first organization of stores following certain patterns was imposed, which is currently known as a commercial center.

The Romans decided to classify stores according to product categories, which concentrated those interested in certain types of establishments.

Au bon marché

As for the etymology of the word "showcase", it comes from French and is a term derived from the word vitre, which means "glass." The showcase or showcase began to be used in Paris in department stores; The first of these to use this technique was the renowned Au Bon Marché store, founded in 1852.

In general terms, the showcase is a projection or extension from the inside of the store to the outside created to mainly satisfy the socioeconomic phenomenon caused by the Second Industrial Revolution.

Thanks to this phenomenon, not only did the purchasing power of the middle class increase, but also technological advances were developed that allowed for architectural improvements.

In fact, thanks to this architectural development, materials such as structural steel and glass began to be worked on. This made possible the establishment of current urban aesthetics and allowed the emergence of large commercial locations that stand out for their large showcases.

Methodology

The shop window follows some techniques or schemes to be able to achieve its commercial objective. Likewise, there are some elements that make up a showcase or showcase, along with a category that differentiates some showcases from others. These characteristics are as follows.

-Elements of a showcase

- The perception of aesthetics and psychology.

- The creativity of the designer or merchant.

- The lighting.

- The color.

- The elements within the composition or aesthetic proposal.

-Types or categories of showcases

Closed showcase

This type of showcase is characterized by the fact that the product to be sold is in a closed container. This means that the rest of the store cannot be seen through the window.

Open showcase

Open display cabinets are those in which the product is displayed in an open container or shelf, allowing those interested to contemplate the rest of the store together with the employees.

Outdoor display case

The objective of this type of display case is to attract the attention of the passerby so that he is encouraged to enter the store. The outdoor display case is the best known due to its importance in visual merchandising.

Interior display case

In this type of showcase, the product is displayed inside the store, so it will only be observed by the customer if he decides to enter the premises. Interior display cabinets are very common in the tables where the payment boxes are placed.

-Essential techniques or methodologies to build a showcase

Focus

Every successful display case has a focus designed to attract the attention of the customer or potential buyer. The spotlights are defined as optical centers to which the gaze of the passerby will be directed.

Generally these centers are usually the logo of the store or a sign where you can quickly view an offer or discount.

The topic

Showcases usually follow a specific aesthetic approach or theme; This is fundamental within the methodology of vitrinismo, since it gives cohesion and complexity to the window.

For example, a topic widely used today is ecology, so that in the display case you could find products decorated with plants or messages that encourage the preservation of the planet. There is also the vintage aesthetic, widely used in avant-garde franchises.

The montage

The assembly consists of the entire composition of the showcase, and is related to the placement of the objects in a specific space along with the rest of the logos and messages that you wish to include.

Features

One of the main functions of visual merchandising is that it seeks to sell specific products through heterogeneity; that is to say, the vitrinismo breaks with the homogenization of the images, so it uses color, variety and different aesthetic proposals.

In addition, another function of this type of commercial system is to make the exhibition the main seller of the store, so the product must sell itself without the need for an intermediary.

In the same way, the shop window has the function of being the right space for a constant reinvention in order to attract as many customers as possible by appealing to their interest in novelty.

References

1. Cedeño, M. (2015) The display in showcases as a visual marketing strategy. Retrieved on June 24, 2019 from Research Gate: researchgate.net
2. SA (2015) What is visual merchandising or shop windows? Retrieved on June 24, 2019 from Markting and finance: marketingyfinanzas.net
3. SA (2016) Vitrinismo and visual merchandising. Retrieved on June 24, 2019 from Fashion and Retail: fashionandretail43042219.wordpress.com
4. SA (2018) 5 functions of visual merchandising for a store. Retrieved on June 24, 2019 from Retail Analytics: analiticaderetail.com
5. SA (2019) Vitrinismo, tools to display and sell. Retrieved on June 24, 2019 from Universidad Javeriana: javeriana.edu.co