Visual merchandising is more than just an art form in the retail industry; it’s a powerful tool that tells a brand’s story in a captivating way, driving commercial success. From simple trader displays to elaborate in-store layouts, visual merchandising has a rich history of evolution. Let’s take a journey through time to explore how this creative practice has transformed and influenced retail.
Early Traders
The Dawn of Visual Merchandising Imagine bustling ancient markets, where traders displayed their finest goods to catch the eye of passersby. This was the earliest form of visual merchandising. Whether it was fruits, grains, or fabrics, traders knew that presenting their best products prominently could draw customers in. The concept was simple: attract attention, spark interest, and make a sale.
Historians have characterised the mid-Victorian era, (1850–1870) as Britain’s ‘Golden Years.
In pre-1800s retail shops, the idea of visual merchandising was virtually non-existent. Goods were stored out of sight, fetched only when a customer inquired. These shops were purely functional, marked only by bold signage indicating their name.
Visual Merchandising in the Early 19th Century
Factory Outlets and the Industrial Revolution The 1800s saw the rise of factory outlets—open, utilitarian spaces where damaged or imperfect products were sold. There was little emphasis on display or aesthetics. However, the end of the Industrial Revolution in 1840 brought technological innovations that would change retail forever. Iron, glass, and new lighting transformed shopping into a more visually engaging experience.
The Birth of the Department Store
Pioneers of Visual Merchandising In 1883, Harry Gordon Selfridge, working at Marshall Fields, revolutionised retail by making products more accessible. Replacing counters with tables for display, he also pioneered the use of window displays, turning passersby into window shoppers. Around the same time, Aristide Boucicaut introduced the world’s first department store, Le Bon Marché in Paris, cementing visual merchandising as a key aspect of retail.
Transformative Displays Department stores of the late 19th century redefined visual merchandising in three significant ways:
● Everyday shopping became an experience with thoughtfully curated displays.
● Luxurious interiors made these stores competitive with the most lavish shops.
● To convey an abundance of stock, goods were often displayed in grand, unorganised piles.
Visual Merchandising in the 20th Century
A Century of Innovation The 20th century saw small retailers emulating the big department stores, recognizing that attractive displays could drive sales. This era marked the true birth of visual merchandising as we know it today.
Window Displays and Thematic Decor Large shop windows and innovative lighting made products irresistible to passersby. Themes told a story about the store and brand, leaving a lasting impression on customers. Stands, shelves, racks, and mannequins organised stock attractively, while signage communicated new arrivals and discounts.
Visual Merchandising in the Modern Era
Sensory Engagement Today, visual merchandising is about more than just visuals. It engages all the senses to entice customers. It has become a full-fledged industry with sophisticated techniques used across various retail sectors.
Experiential Retail “Experiential Retail” is the new mantra. Interactive displays and signage grab attention and encourage customers to explore products. With the average non-purchasing customer spending 2.5 minutes in a store and purchasing customers spending around 11 minutes, engaging displays are crucial. Remarkably, 60-70% of purchases are impulse buys, underscoring the power of effective visual merchandising.
Technological Integration Modern tools like CAD for store planning and virtual technology, along with Photoshop and Illustrator for signage, have revolutionised visual merchandising. Digital and interactive touch screens create immersive shopping experiences, drawing more footfall and boosting conversions.
The evolution of visual merchandising is a testament to the importance of understanding and engaging customers. From ancient markets to high-tech modern stores, the principles remain the same: attract, engage, and inspire. Learning from the history of visual merchandising not only highlights its transformative journey but also offers insights for future innovation. In retail, recognizing customer needs and creatively engaging them is key to growth and success. Visual merchandising does that and so much more.