In the broader sense this American term applies to the whole range of arrangements in the sales area. In a narrower sense, as stipulated by retail branding, Visual Merchandising is the art of presenting assortments according to profitability criteria and based upon multi-sensory aspects. The rules of VM differ and depend on type of retail and the according product pressure. Based upon this these rules retail branding develops and documents project-specific VM-guidelines for a profitable presentation of assortments.
