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Fashion Promotion Visual Merchandising. Objectives: Explain the importance of visual merchandising Explain the importance of visual merchandising Describe.

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Presentation on theme: "Fashion Promotion Visual Merchandising. Objectives: Explain the importance of visual merchandising Explain the importance of visual merchandising Describe."— Presentation transcript:

1 Fashion Promotion Visual Merchandising

2 Objectives: Explain the importance of visual merchandising Explain the importance of visual merchandising Describe the two main areas of store layout Describe the two main areas of store layout Summarize the aspects of merchandise presentation Summarize the aspects of merchandise presentation Describe the components of in-store displays Describe the components of in-store displays List the advantages, disadvantages, and types of window displays List the advantages, disadvantages, and types of window displays

3 The Importance of Visual Merchandising Visual merchandising is the physical display of products in the most attractive and appealing ways Visual merchandising is the physical display of products in the most attractive and appealing ways Purposes are to sell products and promote store image Purposes are to sell products and promote store image Should always try to be different, new, and creative Should always try to be different, new, and creative

4 The Importance of Visual Merchandising Provides information Provides information Gains attention Gains attention 3 dimensional & real 3 dimensional & real The extra $ spent on visual merchandising is usually quickly returned in additional sales. The extra $ spent on visual merchandising is usually quickly returned in additional sales.

5 Store Layout interior arrangement of retail facilities Selling areas Selling areas(75%-80%) –Where merchandise is displayed and customers interact with salespeople –aisles, counters, fitting rooms, merchandise fixtures, displays Sales support areas Sales support areas –Customer services and all other operations –restrooms, cashiers, gift wrapping Floor Plan – drawn to show selling floor vs sales support areas

6 Store Layout Grid layout Grid layout –One or more main aisles with secondary aisles intersecting –Efficient use of space, good sight, security, uninteresting atmosphere Maze layout Maze layout –Free-flowing, unbalanced placement of fixtures; allows shoppers to weave through displayed merchandise –Interesting but selling space is lost See handout See handout

7 Merchandise Presentation The ways goods are hung, placed on shelves, or otherwise made available to customers The ways goods are hung, placed on shelves, or otherwise made available to customers Shoulder-out Shoulder-out –Only one side shows Face-forward Face-forward –Hanging garment so full front faces viewer

8 Types of Fixtures Most common types of fixtures Most common types of fixtures –Bins –C-rack or half-circle –Four-way, quad, or four- arm –Rounder –Showcase –T-stand, two-arm, or two-way –Wall-standards and brackets –waterfall Showcase

9 Interior Displays Displays should: Displays should: –Stimulate product interest –Provide information –Suggest merchandise coordination –Generate traffic flow –Remind customers of planned purchases –Create impulse sales –Enhance the stores visual image

10 Interior Display Locations Should be chosen to maximize merchandise exposure Should be chosen to maximize merchandise exposure –Just inside store entrance –At entrances to departments –Near cash/wrap counter –Next to related items –By elevators and escalators –At ends of aisles –Open-to-mall areas

11 Displayed Merchandise Should be current Should be current Represent styles and lines Represent styles and lines Should be well stocked Should be well stocked In demand In demand New (inform customers of what is available) New (inform customers of what is available) Encourage additional purchases Encourage additional purchases Promote current theme Promote current theme Look good on display Look good on display

12 Grouping Displays One-category groupings One-category groupings –Highlight a specific kind of item Skirts, childrens dresses, holiday sweaters, shoes Skirts, childrens dresses, holiday sweaters, shoes –Line-of-goods displays, vendor statement Related groupings Related groupings –Ensembles or coordinates –Showing customers that more than the feature item is needed –Tennis outfit + visor + racquet + balls + bag Theme groupings Theme groupings –Particular setting, event, holiday –What is the difference between one-category grouping & theme grouping?? What would be in one and not the other Variety or assortment Variety or assortment –Unrelated items all sold in the store –Lower-priced retailers

13 Lighting Overlighting – washed out Overlighting – washed out Underlighting – not effective Underlighting – not effective Floodlighting – ceiling lights to direct light over an entire wide display area Floodlighting – ceiling lights to direct light over an entire wide display area Spotlighting – focuses on a specific area, targeting items Spotlighting – focuses on a specific area, targeting items Pinpointing – narrow beam on a specific item Pinpointing – narrow beam on a specific item

14 Props Functional props physically support or hold merchandise Functional props physically support or hold merchandise –Mannequins, stands, pedestals, screens, panels, or forms Decorative props Decorative props –Used for mood or attractive setting –Artifical flowers, bicycles, seashells Structural props support and change displays Structural props support and change displays –Boxes, cylinders (usually hidden) Decorative and functional prop

15 Signage Variety of signs may be used to inform customers Variety of signs may be used to inform customers –Counter signs –Posters –Hanging signs –Banners –Flags –Elevator cards –Easels Might include prices, sizes, styles, features, store logo, etc. Might include prices, sizes, styles, features, store logo, etc.

16 Display Evaluation Effective sales appeal? Effective sales appeal? Coordinated with store ads? Coordinated with store ads? Help to locate goods? Help to locate goods? Signage legible and easy to understand? Signage legible and easy to understand? Signage gives best selling points? Signage gives best selling points? Draw customer through store? Draw customer through store? Clean and neat? Clean and neat? Changed frequently? Changed frequently?

17 Window Displays First contact customer has with store First contact customer has with store Can stimulate curiosity Can stimulate curiosity More opportunities to sell merchandise More opportunities to sell merchandise –Can be expensive to design, set up, and maintain; need props, staff, and space –Another problem can be glare of glass

18 Types of Display Windows Enclosed Enclosed –Full background –Ramped, elevated, or shadowbox Semi-enclosed Semi-enclosed –Partial background Open Open –No background, open to store interior Island Island –4-sided glass, often in lobbies Enclosed window; full background

19 Do You Know... How might displays in a discount store differ from the displays in a more expensive apparel store? How might displays in a discount store differ from the displays in a more expensive apparel store? What criteria would you use to select merchandise for display in an island window? What criteria would you use to select merchandise for display in an island window? PICK ME!!!

20 Things you should know.. Most aisles are 3 feet a part. In more expensive stores, they may be 4 feet a part. Most aisles are 3 feet a part. In more expensive stores, they may be 4 feet a part. The DownShift Factor The DownShift Factor The faster you walk, the more your peripheral vision narrows and the longer it takes to slow down your shopping speed The faster you walk, the more your peripheral vision narrows and the longer it takes to slow down your shopping speed

21 What we know… What we know… Humans walk like they drive. Humans walk like they drive. Decompression Zone-empty area inside the store. Never put anything of value in that zone. Decompression Zone-empty area inside the store. Never put anything of value in that zone.

22 Invariant Right Theory Upon entering a store the shopper will invariably and reflexively turn to the right. Upon entering a store the shopper will invariably and reflexively turn to the right. What we should do… What we should do… Customer interaction with any product or promotion displays in the Decompression Zone will increase by at least 30% once its moved to the back of this zone, and even more if it place to the right. Customer interaction with any product or promotion displays in the Decompression Zone will increase by at least 30% once its moved to the back of this zone, and even more if it place to the right.

23 Butt Brush Theory Brush, bump or jostle a woman on the behind when she stopped to look at an item and she will bolt. Malcom Gladwell of Paco Underhills Butt-Brush Theory. Brush, bump or jostle a woman on the behind when she stopped to look at an item and she will bolt. Malcom Gladwell of Paco Underhills Butt-Brush Theory. What we should do is wide the aisles. What we should do is wide the aisles.

24 Getting your Customer to Buy More.. Getting your Customer to Buy More.. The chances that shoppers will buy something are directly related to how long they spend shopping. The chances that shoppers will buy something are directly related to how long they spend shopping. How long they spend shopping is directly related to how deep they get pulled into the store. How long they spend shopping is directly related to how deep they get pulled into the store.

25 What you should do… What you should do… Place destination categories in the rear of your store. This forces the customer to go deeper into the store. Place destination categories in the rear of your store. This forces the customer to go deeper into the store.

26 Tables Invite Touching which leads to unplanned buying. Tables Invite Touching which leads to unplanned buying.

27 Keys to Increasing Impulse Items Sales… Adjacent to register and within reach Adjacent to register and within reach Adjacent to destination products Adjacent to destination products Flexibility to change the mix of impulse items frequently Flexibility to change the mix of impulse items frequently


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