Visual Merchandise


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Visual Merchandise

  2. 2. VISUAL MERCHANDISING 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.
  3. 3. VISUAL MERCHANDISING  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.
  4. 4. 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.
  5. 5. RETAIL FIXTURES Carousels: Circular racks that turn.
  6. 6. 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.
  7. 7. RETAIL FIXTURES Four-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around
  8. 8. RETAIL FIXTURES Rounders: Circular racks on which garments are hung around the entire circumference
  9. 9. 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.
  10. 10. RETAIL FIXTURES Waterfall: A fixtures with an arm that slants downward, that contains knobs to hole face- forward hangers with clothing at various levels.
  11. 11. 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
  12. 12. 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
  13. 13. COMPONENTS OF DISPLAYS  Merchandise  Lighting  Props  Signage
  14. 14. 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.
  15. 15. 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
  16. 16. 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)
  17. 17. 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.
  18. 18. 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
  19. 19. 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
  20. 20. 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.