Visual merchandising

ADVANCED FASHION:
STANDARD 9
VISUAL MERCHANDISING
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OM



Visual Merchandising: The physical
display of goods in the most attractive
and appealing ways.


Store Layout: the interior arrangement of
retail facilities.



Selling areas: where merchandise is
displayed and customers interact with sales
personnel. (75-80% of the total space)



Sales support areas: devoted to customer
services, merchandise receiving and
distribution, management offices and staff
activities.

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

Floor Plan: A drawing showing arrangement
of physical space, such as showing the
positioning of merchandise groups and
customer services for a retail store.



Grid Layout: A retail floor plan that has one
of ore primary (main) aisles running through
the store, with secondary (smaller) aisles
intersecting with them at right angles.



Maze Layout: A free-flowing retail floor plan
arrangement with informal balance.



Fixtures: Shelves, tables, rods, counters,
stands, easels, forms, and platforms on
which merchandise is stocked and displayed
for sale.


MERCHANDISE
PRESENTATION


Merchandise presentation includes the ways that
goods are hung, placed on shelves, or otherwise
made available for sale in retail stores.


Shoulder-out presentation: The way most
garments are hung in home closets with only one
side showing from shoulder to bottom.



Face-forward presentation (face-out
presentation): Hanging of clothing with the front
fully facing the viewer. This should always be
done at entrances and aisles.


RETAIL FIXTURES


Carousels: Circular racks that turn.


RETAIL FIXTURES


Dump tables/bins: A rimmed table or bin used to
hold sale or special merchandise on the sales
floor, especially in discount operations; it has no
formal arrangement.


RETAIL FIXTURES


Four-way rack: A fixture with four extended
arms, that permits accessibility to hanging
merchandise all the way around


RETAIL FIXTURES


Rounders: Circular racks on which garments are
hung around the entire circumference


RETAIL FIXTURES


T-stand: Freestanding, two-way stand in the
shape of a T, that holds clothes on hangers,
sometimes with one straight arm and one
waterfall.


RETAIL FIXTURES


Waterfall: A fixtures with an arm that slants
downward, that contains knobs to hole faceforward hangers with clothing at various levels.


DISPLAYS


Displays: individual and notable physical presentation
of merchandise.



Displays are intended to:


Stimulate product interest



Provide information



Suggest merchandise coordination



Generate traffic flow



Remind customers of planned purchases



Create additional sales of impulse items



Enhance the store’s visual image


INTERIOR DISPLAYS


Locations for interior displays:


Just in the entrance



Entrance to department



Near cash/wrap



Next to related items



Across from elevators and escalators



Ends of aisles


COMPONENTS OF DISPLAYS


Merchandise



Lighting



Props



Signage


MERCHANDISE


More interesting if in odd numbers


Groups:


One-category, or line-of-goods



Related groupings: go together or reinforce each
other



Theme groupings: event, holiday, etc.



Variety or assortment groupings: collection of
unrelated items all sold at the same store.


LIGHTING


Used to direct customer’s attention to the
display


Use more light for dark colors, less light for light
colors



Beamspread; the diameter of the circle of light



Beamspread techniques:


Floodlighting: recessed ceiling lights to direct light
over an entire wide display area



Spotlighting: focuses attention on specific areas or
targeted items of merchandise



Pinpointing: focuses a narrow beam of light on a
specific item


PROPS


Objects added that support the theme of the
display.


Functional Props: used to physically support the
merchandise. (mannequins, stands, panels,
screens, etc)



Decorative Props: used to establish a mood or an
attractive setting for the merchandise being
featured (ex: mirrors, flowers, seashells,
surfboards, etc)



Structural Props: used to support functional and
decorative props and change the physical
makeup of displays. (boxes, rods, stands,
stairways, etc)


SIGNAGE


Includes individual letters and complete
signs. Often on some kind of holder.



Can tell a story about the goods.



Should try to answer customers
questions.



Should be informative and concise.



Can include prices, sizes, department
location.


WINDOW DISPLAYS


Seen from outside of the store.



First contact with the customer.



Can have a series of windows.



Advantages of Window Displays:





Establish and maintain an image
Arouse curiosity

Disadvantages of Window Displays:


Expensive to design and maintain



Requires space



Merchandise can get ruined (sun ,etc)



Glare


TYPES OF WINDOW DISPLAYS


Enclosed windows: have a full
background and sides that completely
separate the interior of the store from
the display window.


Ramped windows: floor is higher in back
than in front



Elevated windows: from 1 to 3 feet higher
than sidewalk



Shadowbox windows: small, boxlike display
windows


TYPES OF WINDOW DISPLAYS


Semi-closed windows: have a partial
background that shuts out some of the
store interior from those viewing the
window



Open Windows: have no background
panel and the entire store is visible to
people walking by



Island windows: four-sided display
windows that stand alone, often in
lobbies.


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Visual merchandising

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