Bell Ringer Ramiro has accepted three credit card invitations and now has three cards with limits of $7,000, $5,000, and $9,500. He currently has these cards charged up to 75 percent of his limit. How much does he owe?

Bell Ringer Answer $7,000 + $5,000 + $9,500 = $21,500 $21,500 * 75% = $16,125 Ramiro has $16,125 worth of debt.

Learning Targets Explain the purpose of visual merchandising in the fashion industry. Describe the display areas of a store. Identify the design elements of displays.

Visual Merchandising for Customers Existed since retailers began selling Vendors arrange goods to be more attractive to promote sales.

Visual Merchandising Today Visual merchandising is the integrated look of an entire store. It is all of the physical elements in a place of business that projects the right image to customers.

The Role of Display Grab customers’ attention Increase sales A display is a presentation of merchandise to attract customers so they will examine it and buy it.

Creating Visual Merchandising The goal of effective visual merchandising is to sell goods by promoting the store image and creating a positive shopping experience for the customer. Retail stores use 4 display areas to achieve this goal: Storefront Store layout Store Interior Interior Displays

The Storefront The exterior of a store. It gives the first impressions of the store. Exterior visual merchandising features include: Signs Marquees Entrances Window Displays

The Store Layout The arrangement of floor space order to promote sales of fashion products. Common Layouts include: Free-Flow Grid Layout Spine Loop

Free-Flow Layout Advantages: Disadvantages: Allows for browsing and wandering freely Increased impulse purchases Visual appeal Flexible Disadvantages: Loitering encouraged Possible confusion Waste of floor space Cost Difficulty Cleaning

Grid Layout Advantages: Disadvantages: Low cost Customer familiarity Merchandise exposure Ease of cleaning Simplified security Disadvantages: Plain and uninteresting Limited browsing Stimulation of rushed shopping behavior Limited creativity in decor

Spine Layout Advantages: Disadvantages: One aisle that runs from the front to the back. Sub aisles Disadvantages: Discourages customers to browse

Loop Layout Advantages: Disadvantages: Draws customers around the store Encourage impulse buying Disadvantages: Long and deep aisles

The Store Interior Other visual merchandising techniques used inside of the store: Lighting Color Schemes Store Fixtures

Interior Displays Interior and In-Store displays are a critical part of the general store interior. Visual excitement is created by using: Space Design Fixtures and Hardware Mannequins Floor and Wall Coverings In-Store Signage

Display Styles Different stores allow various degrees of flexibility and creativity in visual display styles.

Display Staff Retail stores have staffs of people responsible for displaying the merchandise in the store.

Design Elements of Display Visual merchandisers focus their efforts on everything from designing the visual floor plan of the store to the well-dressed mannequins. Merchandisers use color, lighting, and harmony.

Fashion Display Themes Visual merchandisers use the display elements when developing their fashion or merchandising themes. A theme gives a store focus and provides a consistent look within the store and within a group of stores.

Theme Planning Themes are planned well in advance. Calendars are developed to coordinate the implementation of visual presentations. Themes: Recent of upcoming events Cultural activities Historical events Store promotions Seasonal color palettes Current fashion trends

Theme Planning

Fixtures Permanent or movable store furnishings that are used to hold or display merchandise. Display cases, counters, shelving, racks, benches, and tables.

Required Fixtures Some vendors require that stores present their merchandise on special fixtures that display the designer name.