Visual merchandising (VM) is an integral part of retail merchandising and marketing. It influences consumer behavior from the point of entry to the point of sale. And the job of a visual merchandiser is to capture the consumer’s attention. They achieve this through various display techniques, merchandise styling, or in-store lighting. 

All these elements evolved into department stores with in-store displays and window designs. 

Le Bon Marche, in 1852 France, would take the first step towards VM. As the world’s first department store, it boasted a large window space and a variety of products on display. This first gave way to the idea of in-store visual design. 

But it was Harry Gordon Selfridge who brought visual merchandising into the world of retail in 1883. He altered the displays at Marshall Fields to increase merchandise accessibility for customers. He put tables in place of the counters and added window decorations to draw in customers. 

Today, VM is considered an effective marketing tool that sets your brand’s image. Maintaining consistency in the brand image and voice is essential. The visual merchandiser establishes a brand identity through lighting, displays, and layout.

Visual merchandising is not just a tool for decoration but a powerful marketing tool to enhance sales.