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 Where merchandise is displayed and customers interact with salespeople Sales support areas Customer services and all other operations Customer services and all other operations Grid layout One or more main aisles with secondary aisles intersecting 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 Only one side showsFace-forward Hanging garment so full front faces viewer 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 Color groupings Same garment 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 Just inside store entrance At entrances to departments At entrances to departments Near cash/wrap counter Near cash/wrap counter Next to related items Next to related items By elevators and escalators By elevators and escalators At ends of aisles At ends of aisles Open-to-mall areas 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 Line-of-goods displays May be different sizes or colors May be different sizes or colors Related groupings Ensembles or coordinates Ensembles or coordinates Theme groupings Variety or assortment Unrelated items all sold in the store 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 Full background Ramped, elevated, or shadowbox Ramped, elevated, or shadowboxSemi-enclosed Partial background Partial backgroundOpen No background, open to store interior No background, open to store interiorIsland 4-sided glass, often in lobbies 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!!!