American Retail Models: Experience, Development and Transfer of Cultural Patterns to Italy (from visual merchandising to experiential marketing)

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The Visual Merchandising draws its force mainly by:  
art -scenography-psychology  
The development of Visual Merchandising in Anglo-Saxon markets 
has been continuous. Spain is the European country that better knows 
how to apply it, while Italy is relatively new in this field.
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Visual merchandising activity  requires, in addition to marketing 
skills,  abilities related to design, semiotics (discipline that studies the 
signs), social psychology and is designed to communicate with 
segments of customers through the exhibition of products.  
Through displaying, merchandisers use the codes of communication 
that must match the codes used by the customer.
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2.4 The external communication: the name, entrance and 
showcase. 
Business sign announces what the shop sells, target of customers to 
whom is addressed, the quality  level  of goods offered, it is also 
influenced by the size, materials, colors and any logos or symbols that 
make recognition the shop in the customers. Entrance is the boundary 
                                                 
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Mills K.H., Paul J.E. (1988), Applied Visual Merchandising, Englewood Cliffs, Prentice-Hall 
Inc.   
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 Ibidem Note 21