Visual Merchandising Discuss with students what they think of as Visual merchandising? What is its purpose? How do retailers use visual merchandising?

What is Visual Merchandising? Visual merchandising is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchases.  Visual merchandising is the integrated look of an entire store. All the physical elements in a place of business are coordinated to project the right image to their target customer.

Objectives Define visual merchandising and understand its goal. Identify different merchandising techniques and themes. Identify the major areas of merchandising and display within a store and the purpose of each.

The Purpose of Visual Merchandising The goal of visual merchandising is to set a MOOD that will turn shopper's heads! The use of visual effects to increase sales! The goal of effective visual merchandising is to sell goods by promoting the store image and create a positive shopping experience for the customer.

Merchandising Techniques Permanent/Total Environment Merchandising – A permanent store setting that remains constant throughout the year and enhances the merchandise Ex: Disney World, Universal Studios, Epcot, the original Banana Republic, Hard Rock Café Have you ever walked into a store and noticed how everything in the entire store seems to follow a certain theme? The lighting, music and the decor all seem to fit together. Has a certain stores look just pulled you in or just made you curious enough to walk in and take a look around? Remember the goal of visual merchandising is to turn your head, set a mood and ultimately increase sales. To do this merchandisers and retailers are always coming up with new ideas to try and entice us to enter their store. We are now going to talk about some of the basic techniques that retailers use to help merchandise their store. The technique used varies by the company and the season. Most retailers use a variety of merchandising techniques.

Merchandising Techniques Themes: Semi permanent store settings that change depending on the retailers merchandising philosophy and schedule. Usually featured as a Theme There are lots of different merchandising techniques or theories used by retailers to help promote a certain image to their consumer. The technique used varies by the company and the season. Some of the techniques used by retailers include….

Merchandising Themes SEASONAL - Summer (Easter - May), Fall (August), Winter (October-November and January), Spring (mid-February)  HOLIDAYS - Christmas (at least 6 weeks), President's Day, Easter, Parent's Days (Mother's and Father's Day), Valentine's Day (February), Columbus Day (October) CREATIVE THEMES - merchandise-oriented display that is a result of the ingenuity of the display persons and their inherent creativity (sporting events, grand ballroom festivities) We are all familiar with the

Merchandising Themes INSTITUTIONAL THEMES - themes based on the organization's interests, activities, and image; builds an image of the store in the customer's mind (celebrating the millennium, saluting a charity)  SPECIAL EVENTS AND PROMOTIONS - sets the mood for a particular spectacular (lighting of the Christmas tree in Chicago's grand atrium, Macy's annual Flower Show in NYC)  Retailers may decide to merchandise around an event such as the Olympics, a charity such as make a wish or something going on in the community

Where do retailers use visual merchandising? Four areas of display in a retail store Storefront Store Layout Store Interior Interior Displays Discuss with students where stores use visual merchandising. Ask for examples: List on board and try to fit under the four following headings: After listing all the examples write the heading for each Storefront: Signs, Window displays, Marquees, Entrances Store layout: The layout of the retail space Store interior: Lighting, color schemes, Store fixtures Interior Displays: Space design, Fixtures and hardware, mannequins, Floor and wall coverings, in-store signage

STOREFRONT Signs Marquee Entrances Window Displays Includes: The storefront or exterior of a store gives the first impression of a store. Elements of a storefront include Signs, Marquees, Entrances, and window displays

STOREFRONT Marquee: sign used to display store’s name Attracts attention Location Projects initial image

STOREFRONT Entrance: types of doors/doorways Customer convenience Store security Image projection The entrance is important. It invites the customer in. Retailers want to have things strategically placed to pull customers into the store.

STOREFRONT Window displays Attract attention Suggest merchandise within Suggest store atmosphere Different types of stores offer different types of displays. Stores such as Saks Fifth Ave present elaborate displays while stores in Malls may not have a window display at all