To show the brand identity, value and differences in their products, to attract customers to the point of sale and to induce the purchase. These are some of visual merchandisinggoals, marketing strategy used for a particular brand be able to increase its sales. Grupo Ornatus, the chains of accessories Morana and Balonè Fashion Bijoux has specialized professionals in the area and responsible for visual merchandising of all operations.

Karine Costa is responsible for Morana's visual merchandising in Brazil and abroad. Her work routine is divided into strategic and operational parts, and is based on switching campaigns. Every month the team changes the disclosure material at the point of sale (POS) in accordance with new products and collections. "When there is a change of trend within the campaign, summer or winter, for example, we follow the fashion movement. There is always the main product and, from it, we chose parts that complement and match with the trend," she says.

In addition to the fitting of storefronts and exhibition of products, there is constant monitoring to ensure that all stores follow the pattern of VM. "As Morana has more than 300 units and do not all have the same products, we build the showcase of a pilot shop and weekly we send all guidelines, tips and combination of parts. We are always in contact with franchisees and sales teams to ensure the same quality standard".

Karine also monitors the operations of Morana in Portugal, Spain and in the USA. "I make weekly contacts with the staff of Portugal. The sellers build a showcase, send pictures to look at and give feedback that needs to be changed or not." In Málaga, Spain, the exposure of the products will be flat and will have the standard furniture of El Corte Inglés, where is the brand store. "We want to turn the parts more valued. For this we were inspired by how the jewelry expose their products, bringing the flat exposure for Morana, generating a enhancing of the brand," she explains.

In the USA, with the opening of a store in Orlando, Morana won an architectural project redesigned and developed exclusively to meet the profile of the American consumer. "We went to the store to understand the project and receive the briefing team from the USA. It is the basis on which we are producing a guide to visual merchandising and adapting as the rules allow." Karine says that the cross merchandising was done, that is, the exposure that consists on cross the products on the POS. “The necklace is the main product, but there is the earring and the bracelet matching, then we put the parts together, suggesting a matching to the consumer". After assembling the store, the VM team prepared a photography report that will be a guide to the sellers and to the next units that will be opened.