Visual merchandising powerpoint EDUC

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Visual merchandising powerpoint EDUC

  1. 1. Fashion Promotion Visual Merchandising
  2. 2. Objectives: <ul><li>Explain the importance of visual merchandising </li></ul><ul><li>Describe the two main areas of store layout </li></ul><ul><li>Summarize the aspects of merchandise presentation </li></ul><ul><li>Describe the components of in-store displays </li></ul><ul><li>List the advantages, disadvantages, and types of window displays </li></ul>
  3. 3. The Importance of Visual Merchandising <ul><li>Visual merchandising is the physical display of products in the most attractive and appealing ways </li></ul><ul><li>Purposes are to sell products and promote store image </li></ul><ul><li>Should always try to be different, new, and creative </li></ul>
  4. 4. Store Layout <ul><li>Selling areas (75%-80%) </li></ul><ul><ul><li>Where merchandise is displayed and customers interact with salespeople </li></ul></ul><ul><li>Sales support areas </li></ul><ul><ul><li>Customer services and all other operations </li></ul></ul><ul><li>Grid layout </li></ul><ul><ul><li>One or more main aisles with secondary aisles intersecting </li></ul></ul><ul><li>Maze layout </li></ul><ul><ul><li>Free-flowing, unbalanced placement of fixtures; allows shoppers to weave through displayed merchandise </li></ul></ul>
  5. 5. Merchandise Presentation <ul><li>The ways goods are hung, placed on shelves, or otherwise made available to customers </li></ul><ul><li>Shoulder-out </li></ul><ul><ul><li>Only one side shows </li></ul></ul><ul><li>Face-forward </li></ul><ul><ul><li>Hanging garment so full front faces viewer </li></ul></ul>
  6. 6. Types of Fixtures <ul><li>Most common types of fixtures </li></ul><ul><ul><li>Bins </li></ul></ul><ul><ul><li>C-rack or half-circle </li></ul></ul><ul><ul><li>Four-way, quad, or four-arm </li></ul></ul><ul><ul><li>Rounder </li></ul></ul><ul><ul><li>Showcase </li></ul></ul><ul><ul><li>T-stand, two-arm, or two-way </li></ul></ul><ul><ul><li>Wall-standards and brackets </li></ul></ul>Showcase
  7. 7. Wall Arrangements <ul><li>Should draw customers farther into the store or department </li></ul><ul><li>Reinforce store image </li></ul><ul><li>Divide large areas into smaller sections </li></ul><ul><ul><li>Color groupings </li></ul></ul><ul><ul><li>Same garment groupings </li></ul></ul>
  8. 8. Interior Displays <ul><li>Displays should: </li></ul><ul><ul><li>Stimulate product interest </li></ul></ul><ul><ul><li>Provide information </li></ul></ul><ul><ul><li>Suggest merchandise coordination </li></ul></ul><ul><ul><li>Generate traffic flow </li></ul></ul><ul><ul><li>Remind customers of planned purchases </li></ul></ul><ul><ul><li>Create impulse sales </li></ul></ul><ul><ul><li>Enhance the store’s visual image </li></ul></ul>
  9. 9. Interior Display Locations <ul><li>Should be chosen to maximize merchandise exposure </li></ul><ul><ul><li>Just inside store entrance </li></ul></ul><ul><ul><li>At entrances to departments </li></ul></ul><ul><ul><li>Near cash/wrap counter </li></ul></ul><ul><ul><li>Next to related items </li></ul></ul><ul><ul><li>By elevators and escalators </li></ul></ul><ul><ul><li>At ends of aisles </li></ul></ul><ul><ul><li>Open-to-mall areas </li></ul></ul>
  10. 10. Displayed Merchandise <ul><li>Should be current </li></ul><ul><li>Represent styles and lines </li></ul><ul><li>Should be well stocked </li></ul><ul><li>In demand </li></ul><ul><li>New (inform customers of what is available) </li></ul><ul><li>Encourage additional purchases </li></ul><ul><li>Promote current theme </li></ul><ul><li>Look good on display </li></ul>
  11. 11. Grouping Displays <ul><li>One-category groupings </li></ul><ul><ul><li>Line-of-goods displays </li></ul></ul><ul><ul><li>May be different sizes or colors </li></ul></ul><ul><li>Related groupings </li></ul><ul><ul><li>Ensembles or coordinates </li></ul></ul><ul><li>Theme groupings </li></ul><ul><li>Variety or assortment </li></ul><ul><ul><li>Unrelated items all sold in the store </li></ul></ul>
  12. 12. Props <ul><li>Functional props physically support or hold merchandise </li></ul><ul><ul><li>Mannequins, stands, pedestals, screens, panels, or forms </li></ul></ul><ul><li>Decorative props </li></ul><ul><ul><li>Used for mood or attractive setting </li></ul></ul><ul><li>Structural props support and change displays </li></ul><ul><ul><li>Boxes, cylinders (usually hidden) </li></ul></ul>Decorative and functional prop
  13. 13. Signage <ul><li>Variety of signs may be used to inform customers </li></ul><ul><ul><li>Counter signs </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Hanging signs </li></ul></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Flags </li></ul></ul><ul><ul><li>Elevator cards </li></ul></ul><ul><ul><li>Easels </li></ul></ul><ul><li>Might include prices, sizes, styles, features, store logo, etc. </li></ul>
  14. 14. Display Evaluation <ul><li>Effective sales appeal? </li></ul><ul><li>Coordinated with store ads? </li></ul><ul><li>Help to locate goods? </li></ul><ul><li>Signage legible and easy to understand? </li></ul><ul><li>Signage gives best selling points? </li></ul><ul><li>Draw customer through store? </li></ul><ul><li>Clean and neat? </li></ul><ul><li>Changed frequently? </li></ul>
  15. 15. Window Displays <ul><li>First contact customer has with store </li></ul><ul><li>Can stimulate curiosity </li></ul><ul><li>More opportunities to sell merchandise </li></ul><ul><ul><li>Can be expensive to design, set up, and maintain; need props, staff, and space </li></ul></ul><ul><ul><li>Another problem can be glare of glass </li></ul></ul>
  16. 16. Types of Display Windows <ul><li>Enclosed </li></ul><ul><ul><li>Full background </li></ul></ul><ul><ul><li>Ramped, elevated, or shadowbox </li></ul></ul><ul><li>Semi-enclosed </li></ul><ul><ul><li>Partial background </li></ul></ul><ul><li>Open </li></ul><ul><ul><li>No background, open to store interior </li></ul></ul><ul><li>Island </li></ul><ul><ul><li>4-sided glass, often in lobbies </li></ul></ul>Enclosed window; full background
  17. 17. Do You Know . . . <ul><li>How might displays in a discount store differ from the displays in a more expensive apparel store? </li></ul><ul><li>What criteria would you use to select merchandise for display in an island window? </li></ul>PICK ME!!!

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