UNIT F FASHION PROMOTION 6.03 Explain visual merchandising.

Visual merchandising - Appealing physical display of merchandise. - Combined with store layout and décor. Purpose: Present merchandise to receive maximum traffic exposure. Create 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

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

Institutional displays Presentations that provide an idea rather than specific merchandise. (Public Relations)

Window display Customer’s first encounter with the store Display to encourages customers to enter the store Exterior presentation of merchandise to generate in-store traffic.

Window displays Open window display: 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: Customers can view only the window display Interior of the store is not visible.

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: Usually raised, viewable from all sides. Ledge: A shelf usually located about eye level behind a selling counter. Shadow box: A miniature display, sometimes recessed, that may be locked and lighted.

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

Flying: 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.

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

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

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 staff activities restrooms

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

Mannequin A smaller version or partial mannequin is known as a form. Ex: The head to display a hat A three-dimensional representation of the human form, used to display merchandise.

Decorative props Objects that establish a mood or an attractive setting for the merchandise featured. Ex: Surfboards at a swimwear shop

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

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

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 Fastest way to attract attention. Help to create an impression.

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

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

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

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