Unit 1: Store exteriors & windows
Visual Merchandising notes · PTU syllabus (BSTD 405-20)
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Unit summary
Visual merchandising turns a store into a silent salesperson, starting from the street. This unit covers the meaning and advantages of visual merchandising, store exteriors — signs, marquees and outdoor displays — and types of windows: closed-back, open-back, island and shadow boxes.
After this unit you can
- Define visual merchandising and state its advantages
- Describe exterior elements of a store
- Compare window types
- Plan an effective window display
PTU syllabus topics
- Visual merchandising meaning and advantages
- exterior of store — signs
- marquees
- outdoor display
- types of windows — close back
- open back
- island
- shadow boxes
Closed back
Walled off from the store
Theatre-like scene
Open back
Store visible behind
Invites shoppers in
Island
Glass on all sides
Seen from every angle
Shadow box
Small, deep, close to eye level
Jewellery, accessories
Topic 1
Meaning and advantages of visual merchandising
- Visual merchandising (VM): the art and science of presenting merchandise and the store environment to attract customers, communicate the brand and increase sales.
- Attracts footfall
- Windows draw passers-by
- Increases sales
- Encourages impulse buying and add-ons
- Communicates brand image
- Consistent look and story
- Educates customers
- Shows how to wear and combine products
- Eases shopping
- Logical layout and signage
- Promotes new arrivals and offers
- Seasonal and festive themes
Topic 2
Store exteriors
Signs (fascia)
Identify the store; visible from a distance
Illuminated logo boards
Marquees
Projecting canopy or structure over the entrance, often with lights and name
Cinema-style marquee, mall store canopies
Outdoor displays
Merchandise or props outside
Sale racks, banners, standees
Entrance and facade
First impression; open and inviting
Glass fronts, wide doors
Lighting and landscaping
Visibility at night, ambience
Spotlights, planters
Topic 3
Types of windows
Closed-back window
Enclosed with a back wall; customers see only the display
Dramatic themed displays; protects merchandise
Open-back window
No back wall; view into the store
Shows the store interior; common in malls
Island window
Glass on all sides; viewed from all around
Arcades, mall atriums
Shadow box
Small, deep, closed window at eye level
Jewellery, accessories, watches
Angled and corner windows
Set at an angle to the street
Lead customers toward the entrance
Topic 4
Planning a window display
- 1
Choose a theme or story (season, festival, collection)
- 2
Select merchandise and props
- 3
Plan composition — focal point, balance, rule of three, pyramid arrangement
- 4
Light — key spotlights on the focal point
- 5
Add signage and price or offer message
- 6
Install, check from the street, change every 2–4 weeks
Key terms
- Visual merchandising
- Presentation of products and store to boost sales
- Fascia
- Sign board above the store front
- Marquee
- Projecting canopy over an entrance
- Closed-back window
- Window with a back wall
- Shadow box
- Small eye-level display window
Quick revision
- Meaning and advantages of VM.
- Signs, marquees, outdoor displays, facade, lighting.
- Closed-back, open-back, island, shadow box, corner windows.
- Planning steps; focal point; change frequency.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.Define visual merchandising.
- Q2.State three advantages of VM.
- Q3.What is a marquee?
- Q4.Distinguish closed-back and open-back windows.
- Q5.What is an island window?
- Q6.What merchandise suits a shadow box?
Long-answer questions
- Q1.Explain the meaning and advantages of visual merchandising.
- Q2.Describe the elements of a store exterior.
- Q3.Describe the types of display windows.
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