Presentation on theme: "Advanced Fashion: Standard 9 Visual Merchandising"— Presentation transcript:
1Advanced Fashion: Standard 9 Visual Merchandising Created by: Kris Caldwell, Timpanogos High School
2Visual MerchandisingVisual 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.
3Visual MerchandisingFloor 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.
4Merchandise Presentation 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.
5Retail FixturesCarousels: Circular racks that turn.
6Retail FixturesDump 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.
7Retail FixturesFour-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around
8Retail FixturesRounders: Circular racks on which garments are hung around the entire circumference
9Retail FixturesT-stand: Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight arm and one waterfall.
10Retail FixturesWaterfall: A fixtures with an arm that slants downward, that contains knobs to hole face- forward hangers with clothing at various levels.
11DisplaysDisplays: individual and notable physical presentation of merchandise.Displays are intended to:Stimulate product interestProvide informationSuggest merchandise coordinationGenerate traffic flowRemind customers of planned purchasesCreate additional sales of impulse itemsEnhance the store’s visual image
12Interior Displays Locations for interior displays: Just in the entranceEntrance to departmentNear cash/wrapNext to related itemsAcross from elevators and escalatorsEnds of aisles
13Components of Displays MerchandiseLightingPropsSignage
14Merchandise More interesting if in odd numbers Groups: One-category, or line-of-goodsRelated groupings: go together or reinforce each otherTheme groupings: event, holiday, etc.Variety or assortment groupings: collection of unrelated items all sold at the same store.
15Lighting Used to direct customer’s attention to the display Use more light for dark colors, less light for light colorsBeamspread; the diameter of the circle of lightBeamspread techniques:Floodlighting: recessed ceiling lights to direct light over an entire wide display areaSpotlighting: focuses attention on specific areas or targeted items of merchandisePinpointing: focuses a narrow beam of light on a specific item
17Props 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)
19SignageIncludes 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.
20Window Displays 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 imageArouse curiosityDisadvantages of Window Displays:Expensive to design and maintainRequires spaceMerchandise can get ruined (sun ,etc)Glare
21Types of Window Displays 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 frontElevated windows: from 1 to 3 feet higher than sidewalkShadowbox windows: small, boxlike display windows
23Types of Window Displays Semi-closed windows: have a partial background that shuts out some of the store interior from those viewing the windowOpen Windows: have no background panel and the entire store is visible to people walking byIsland windows: four-sided display windows that stand alone, often in lobbies.