UNIT F FASHION PROMOTION 6.03 Explain visual merchandising.

Visual merchandising Attractive and appealing physical display of merchandise combined with effective store layout and décor. The purpose is to present merchandise so the business will receive maximum traffic exposure. All visual merchandising activities are directed toward creating sales for the business.

Merchandise presentation The effective ways merchandise is hung, placed on shelves or tables, or otherwise made available to customers in retail stores.

Store image The perception of the store in the minds of its customers.

Display The physical and visual presentation of merchandise in an attractive and appealing way.

Goals of visual merchandising Capture the customer’s interest Entice customers to enter the store Visually create sales Urge customers to make purchases Promote the store image Attract attention to merchandise Educate customers about merchandise Encourage impulse buying

Window display Exterior presentation of merchandise to generate in-store traffic. Provides the customer’s first encounter with the store Used to show merchandise to those passing to encourage them to enter the store

Window displays Open window display: A store window that provides a direct view into the store with no back wall to block the view. The interior store area is visible from the exterior. Closed window display: An enclosed store window in which customers can view only the window display and cannot see inside the store through the window.

Interior displays Visual presentation of merchandise inside the store designed to attract customers and motivate them to purchase immediately. Island Ledge Shadow box Enclosed Point-of-purchase Flying Showcase

Island: A display, usually raised, viewable from all sides. Ledge: A display shelf usually located about eye level behind a selling counter or above the top surfaces of display units. Shadow box: A miniature display, sometimes recessed, that may be locked and lighted and that is often used for high-end merchandise.

Enclosed: A fully glassed in platform display usually at the entrance to the store or a department within the store. Point-of-purchase: Displays near a check out counter used to catch the customer’s eye and stimulate impulse buying.

Flying: A display in which merchandise is hung from the ceiling or stretched across an open space by using fishing line to make it look as though it is flying in the air. Showcase: A display case that has a glass top and front used to showcase merchandise the store wants protected.

Promotional displays Presentations that emphasize merchandise items, lines, or a trend.

Institutional displays Presentations that provide an idea rather than specific merchandise.

Décor The decorating theme and the style and appearance of interior furnishings.

Layout Selling area Sales support areas The interior arrangement of the retail facility.

Selling area Area where merchandise is displayed and customers interact with sales personnel Usually 75 to 80 percent of the total space

Sales support areas Areas devoted to customer service, merchandise receiving and distribution, management offices, and staff activities Should be located for easy customer access to restrooms, gift wrap stations, etc.

Components of visual presentation Fixtures Props Functional Decorative Lighting Signs Materials

Fixtures Shelves, tables, rods, counters, stands, forms, easels, and platforms used to store merchandise or display merchandise for sale.

Props Objects added in a display to dramatize, get attention, and help to create a theme, an idea, or ambience. Functional props Decorative props

Functional props Objects that physically support or hold merchandise. Mannequins Pedestals Screens

Decorative props Objects that establish a mood or an attractive setting for the merchandise featured.

Mannequin A three-dimensional representation of the human form, realistic or abstract, used to display merchandise. A smaller version or partial mannequin is known as a form and is used as an alternative to a mannequin.

Lighting Illumination Light creates visual impact. Light can create contrast and accent displays. Light can place focus on one particular item. Colored or black lights may be options. Illumination Lighting can set the mood for the shopping experience or can create settings for merchandise.

Signs Posters Banners Flags Hanging signs Counter signs Cards Individual letters or complete signs that communicate information in a retail store.

Materials Tools or equipment used in the construction of displays.

Elements and principles of design ELEMENTS OF DESIGN Color Line Shape/silhouette Texture PRINCIPLES OF DESIGN Balance Proportion Emphasis Rhythm

Color One of the most influential elements of design used in visual merchandising It is the fastest way to attract attention. Colors help to create an impression.

Line Directs how you want the customer to view the presentation Line predicts movement.

Shape/Silhouette Texture The outline of the display In display, smooth, shiny surfaces reflect light where nubby surfaces absorb light and appear darker.

Balance Proportion The display may be symmetrical (formal) imparting a more calming mood or asymmetrical (informal) reflecting a flamboyant mood. All merchandise and props used in a display should be of an appropriate size in relationship to other items in the display.

Emphasis Rhythm Focal point or concentration of interest should be defined to the customer. Brings continuity or easy eye movement to the display Moves the customer’s eyes from side to side, back to front, element to element