Professor Martin Pegler, a name considered to be one of the world's leading voices in the field of VM and store design graced POP Asia 2005 to conduct a workshop for the Indian POP players. An established guru in this industry with over fifty years of experience and the publication of over sixty books. While lecturing to capacity crowds around the world, he holds down the position of a professor at the famed Fashion Institute of Technology, New York City.
Professor Pegler was recently been honored by Professionals for the Advancement of Visual Education, with a lifetime achievement award for his many contributions to the field of VM and store design. While his other achievements are far too many to mention, it is important to note that he has also been inducted into the Visual Merchandising/Display Industries' Hall of Fame and is an elected member of the Society of Visual Merchandisers. Indiantelevision.com's Sonali Krishna met up with the guru himself for futher insights on VM and VM in the Indian retail market.
Excerpts:
How crucial is VM going to be with consumer awareness on the rise in developing countries? |
||
Coming to the retail stores now, what is the flexibility that a retail outlet should offer considering special offers and discounts during different festive seasons round the year in terms of visuals and designs? |
||
Which markets today in the world use VM to its optimum? |
||
Where does India stand today when one talks of VM? So, today VM is not understood in India. One of the big problems today is that many visual merchandisers are men. And men don't know what to do with colours. I remember being in Korea and saw the most outrageous outfits on the window and I asked the girl on the counter who picked the outfits and she said the manager. So, I said he has no taste and she replied saying but he's the boss. So, that's what it comes down to. |
||
What percentage of VM actually induces walk-in's? |
||
|
||
So, how come it is non-existent in India? |
||
Tell me about the innovations that you have done in this space. |
||
Where do you see the future of VM going? |
||
Could you name me a few stores that have really stood out in terms of clever VM? Harvey Nichols and Liberty in London are excellent in terms of display and VM. |