1. Chapter 12.1 Visual Merchandising & Display
Promoting Fashion
Chapter 12.1
Visual Merchandising
& Display

2. Visual Merchandising for Customers
Visual merchandising has existed since retail vendors began selling to customers.
Vendors arrange goods to be more attractive to promote sales.

3. Visual Merchandising Today
Today visual merchandising is very sophisticated.
visual merchandising the integrated look of an entire store
The purpose of a display is to grab customers’ attention.
display a presentation of merchandise to attract customers so they will examine and buy it

4. Creating Visual Merchandising
The four types of display areas are:
Storefront
Store layout
Store interior
Interior displays
The goal of effective visual merchandising is to sell goods by promoting the store image and creating a positive shopping experience for the customers.

5. Gives the first impression of a store.
The Storefront
Storefront visual merchandising features include:
Signs
Marquees
Entrances
Window displays
Gives the first impression of a store.

6. The Store Layout
The store layout is the arrangement of floor space in order to promote sales of fashion products.
The customer should be able to walk through the store and easily view the merchandise.

7. The Store Interior
Merchandising techniques used in the store interior include:
Lighting
Color
schemes
Store fixtures

8. Interior Displays Interior or in-store displays are created using:
Space design
Fixtures and hardware
Mannequins
Floor and wall coverings
In-store signage
Creates visual excitement

9. Design Elements of Display
Visual display personnel use three design elements to create displays:
Color
Lighting
Harmony
Balance
Proportion
Rhythm
Emphasis

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

11. Fashion Display Themes
Recent or upcoming events
Current fashion trends
Cultural activities
Seasonal color palettes
Types of Themes
Historical events
Store promotions 11

12. Fashion Display Themes
“Lifestyling” displays appear during seasons such as Valentines when home décor presentations use bright colors.

13. Importance of Visual Merchandising
Clear communication is the key to visual merchandising success.
Visual merchandising promotes the image and merchandise of a fashion business, as do promotion and advertising.

14. Fixtures
Display cases, counters, shelving, racks, benches, and tables are examples of fixtures.
fixtures permanent or movable furnishings that are used to hold or display merchandise

15. Fixtures
Some vendors require that stores present their merchandise on special fixtures that display the designer name.
Levi Strauss uses the Internet to show retail merchants the required display racks and how many garments should be place on each rack.