Fashion Promotion Visual Merchandising

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

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

Store Layout  Selling areas (75%-80%) – Where merchandise is displayed and customers interact with salespeople  Sales support areas – Customer services and all other operations  Grid layout – One or more main aisles with secondary aisles intersecting  Maze layout – Free-flowing, unbalanced placement of fixtures; allows shoppers to weave through displayed merchandise

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

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 Showcase

Wall Arrangements  Should draw customers farther into the store or department  Reinforce store image  Divide large areas into smaller sections – Color groupings – Same garment groupings

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

Interior Display Locations  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

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

Grouping Displays  One-category groupings – Line-of-goods displays – May be different sizes or colors  Related groupings – Ensembles or coordinates  Theme groupings  Variety or assortment – Unrelated items all sold in the store

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

Signage  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.

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

Window Displays  First contact customer has with store  Can stimulate curiosity  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

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

Do You Know...  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? PICK ME!!!