VISUAL MERCHANDISING: An Integrative Review

Reshaping has become a key phenomenon in all the spheres of business. The market, marketing strategies and market structure were simple to understand. With growing complexity, variety and emergence of new techniques at very short intervals resulted to increase the vibrancy in the overall business environment. Shopping by an individual at one time was need-based and also was mainly product-centric. The customer was mainly focusing on the price and other attributes of a product. With the increased range of products and developed customer attitude, proper display of the product holds the attention of the sellers. Eventually, they started putting more money and efforts on the display of the product in order to fetch the attention of the customers. The concept of VM ( Visual Merchandise) holds its roots way back to the days of barter system. Gradually with the emergence of the organized retail system in India, the emergence of Visual Merchandise has also got its mark. The present research paper is an attempt to understand the concept of Retailing, Marketing in general and Visual Merchandising in specific. Further, the critical reviews have been narrated so as to have a deep insight of the concept. Secondary data has been gathered for the purpose and the Library research and descriptive research is being used.