The document discusses visual merchandising and display techniques used in retail stores. It covers store layouts, merchandise presentation methods, types of retail fixtures, components of displays including merchandise, lighting, props and signage. It also discusses interior and window displays, including advantages and types of window displays. The goal is to attract customers and stimulate sales through the visual presentation of goods.

1. ADVANCED FASHION:
STANDARD 9
VISUAL MERCHANDISING

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. 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. 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. RETAIL FIXTURES
 Carousels: Circular racks that turn.

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

8. RETAIL FIXTURES
 Rounders: Circular racks on which garments are
hung around the entire circumference

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. 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. 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. 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. COMPONENTS OF DISPLAYS
 Merchandise
 Lighting
 Props
 Signage

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. 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

17. 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)

19. 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.

20. 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

21. 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

23. 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.