Presentation on theme: "Created by: Kris Caldwell, Timpanogos High School A DVANCED F ASHION : S TANDARD 9 V ISUAL M ERCHANDISING."— Presentation transcript:
Created by: Kris Caldwell, Timpanogos High School A DVANCED F ASHION : S TANDARD 9 V ISUAL M ERCHANDISING
V ISUAL M ERCHANDISING Visual Merchandising: The physical display of goods in the most attractive and appealing ways. Store Layout: the interior arrangement of retail facilities. Selling areas: where merchandise is displayed and customers interact with sales personnel. (75-80% of the total space) Sales support areas: devoted to customer services, merchandise receiving and distribution, management offices and staff activities.
V ISUAL M ERCHANDISING Floor Plan: A drawing showing arrangement of physical space, such as showing the positioning of merchandise groups and customer services for a retail store. Grid Layout: A retail floor plan that has one of ore primary (main) aisles running through the store, with secondary (smaller) aisles intersecting with them at right angles. Maze Layout: A free-flowing retail floor plan arrangement with informal balance. Fixtures: Shelves, tables, rods, counters, stands, easels, forms, and platforms on which merchandise is stocked and displayed for sale.
M ERCHANDISE P RESENTATION Merchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores. Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom. Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles.
R ETAIL F IXTURES Carousels: Circular racks that turn.
R ETAIL F IXTURES Dump tables/bins: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement.
R ETAIL F IXTURES Four-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around
R ETAIL F IXTURES Rounders: Circular racks on which garments are hung around the entire circumference
R ETAIL F IXTURES T-stand: Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight arm and one waterfall.
R ETAIL F IXTURES Waterfall: A fixtures with an arm that slants downward, that contains knobs to hole face- forward hangers with clothing at various levels.
D ISPLAYS Displays: individual and notable physical presentation of merchandise. Displays are intended to: Stimulate product interest Provide information Suggest merchandise coordination Generate traffic flow Remind customers of planned purchases Create additional sales of impulse items Enhance the stores visual image
I NTERIOR D ISPLAYS Locations for interior displays: Just in the entrance Entrance to department Near cash/wrap Next to related items Across from elevators and escalators Ends of aisles
C OMPONENTS OF D ISPLAYS Merchandise Lighting Props Signage
M ERCHANDISE More interesting if in odd numbers Groups: One-category, or line-of-goods Related groupings: go together or reinforce each other Theme groupings: event, holiday, etc. Variety or assortment groupings: collection of unrelated items all sold at the same store.
L IGHTING Used to direct customers attention to the display Use more light for dark colors, less light for light colors Beamspread; the diameter of the circle of light Beamspread techniques: Floodlighting: recessed ceiling lights to direct light over an entire wide display area Spotlighting: focuses attention on specific areas or targeted items of merchandise Pinpointing: focuses a narrow beam of light on a specific item
P ROPS Objects added that support the theme of the display. Functional Props: used to physically support the merchandise. (mannequins, stands, panels, screens, etc) Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc) Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)
S IGNAGE Includes individual letters and complete signs. Often on some kind of holder. Can tell a story about the goods. Should try to answer customers questions. Should be informative and concise. Can include prices, sizes, department location.
W INDOW D ISPLAYS Seen from outside of the store. First contact with the customer. Can have a series of windows. Advantages of Window Displays: Establish and maintain an image Arouse curiosity Disadvantages of Window Displays: Expensive to design and maintain Requires space Merchandise can get ruined (sun,etc) Glare
T YPES OF W INDOW D ISPLAYS Enclosed windows: have a full background and sides that completely separate the interior of the store from the display window. Ramped windows: floor is higher in back than in front Elevated windows: from 1 to 3 feet higher than sidewalk Shadowbox windows: small, boxlike display windows
T YPES OF W INDOW D ISPLAYS Semi-closed windows: have a partial background that shuts out some of the store interior from those viewing the window Open Windows: have no background panel and the entire store is visible to people walking by Island windows: four-sided display windows that stand alone, often in lobbies.