UNIT F FASHION PROMOTION

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UNIT FFASHION PROMOTION

• 6.03 Explain visual merchandising.

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Visual merchandising

• Attractive and appealing physical display of
  merchandise combined with effective store layout
  and décor.

• The purpose is to present merchandise so the
  business will receive maximum traffic exposure.
• All visual merchandising activities are directed
  toward creating sales for the business.

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Merchandise presentation

• The effective ways merchandise is hung, placed on
  shelves or tables, or otherwise
  made
  available to
  customers in
  retail stores.

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Store image
The perception of the store in the minds of its
customers.
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Display
The physical and visual presentation of
merchandise in an attractive and appealing way.
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Goals of visual merchandising

• Capture the customers interest
• Entice customers to enter the store
• Visually create sales
• Urge customers to make purchases
• Promote the store image
• Attract attention to merchandise
• Educate customers about merchandise
• Encourage impulse buying

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Window display
Exterior presentation of merchandise to generate
in-store traffic.

• Provides the customers first encounter with the
  store
• Used to show merchandise to those passing to
  encourage them to enter the store

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Window displays

• Open window display A store window that
  provides a direct view into the store with no
  back wall to block the view.
• The interior store area is visible from the
  exterior.

• Closed window display An enclosed store window
  in which customers can view only the window
  display and cannot see inside the store through
  the window.

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Interior displays Visual presentation of
merchandise inside the store designed to attract
customers and motivate them to purchase
immediately.

• Island
• Ledge
• Shadow box
• Enclosed

• Point-of-purchase
• Flying
• Showcase

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• Island A display, usually raised, viewable from
  all sides.
• Ledge A display shelf usually located about eye
  level behind a selling counter or above the top
  surfaces of display units.
• Shadow box A miniature display, sometimes
  recessed, that may be locked and lighted and that
  is often used for high-end merchandise.

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• Enclosed A fully glassed in platform display
  usually at the entrance to the store or a
  department within the store.
• Point-of-purchase Displays near a check out
  counter used to catch the customers eye and
  stimulate impulse buying.

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• Flying A display in which merchandise is hung
  from the ceiling or stretched across an open
  space by using fishing line to make it look as
  though it is flying in the air.

• Showcase A display case that has a glass top
  and front used to showcase merchandise the store
  wants protected.

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Promotional displays
Presentations that emphasize merchandise items,
lines, or a trend.
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Institutional displays
Presentations that provide an idea rather than
specific merchandise.
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Décor
The decorating theme and the style and appearance
of interior furnishings.
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Layout

• Selling area
• Sales support areas

The interior arrangement of the retail facility.
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Selling area

• Area where merchandise is displayed and customers
  interact with sales personnel
• Usually 75 to 80 percent of the total space

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Sales support areas

• Areas devoted to customer service, merchandise
  receiving and distribution, management offices,
  and staff activities
• Should be located for easy customer access to
  restrooms, gift wrap stations, etc.

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Components of visual presentation

• Fixtures
• Props
• Functional
• Decorative

• Lighting
• Signs
• Materials

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Fixtures
Shelves, tables, rods, counters, stands, forms,
easels, and platforms used to store merchandise
or display merchandise for sale.
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Props
Objects added in a display to dramatize, get
attention, and help to create a theme, an idea,
or ambience.

• Functional props
• Decorative props

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Functional props
Objects that physically support or hold
merchandise.

• Mannequins
• Pedestals
• Screens

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Decorative props
Objects that establish a mood or an attractive
setting for the merchandise featured.
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Mannequin
A three-dimensional representation of the human
form, realistic or abstract, used to display
merchandise.

• A smaller version or partial mannequin is known
  as a form and is used as an alternative to a
  mannequin.

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Lighting

• Light creates visual impact.
• Light can create contrast and accent displays.
• Light can place focus on one particular item.
• Colored or black lights may be options.

Illumination

• Lighting can set the mood for the shopping
  experience or can create settings for merchandise.

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Signs

• Posters
• Banners
• Flags
• Hanging signs
• Counter signs
• Cards

• Individual letters or complete signs that
  communicate information in a retail store.

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Materials

• Tools or equipment used in the construction of
  displays.

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Elements and principles of design

• ELEMENTS OF DESIGN
• Color
• Line
• Shape/silhouette
• Texture

• PRINCIPLES OF DESIGN
• Balance
• Proportion
• Emphasis
• Rhythm

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Color

• One of the most influential elements of design
  used in visual merchandising
• It is the fastest way to attract attention.
• Colors help to create an impression.

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Line

• Directs how you want the customer to view the
  presentation
• Line predicts movement.

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Shape/Silhouette

• The outline of the display

Texture

• In display, smooth, shiny surfaces reflect light
  where nubby surfaces absorb light and appear
  darker.

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Balance
Proportion

• The display may be symmetrical (formal) imparting
  a more calming mood or asymmetrical (informal)
  reflecting a flamboyant mood.

• All merchandise and props used in a display
  should be of an appropriate size in relationship
  to other items in the display.

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Emphasis
Rhythm

• Focal point or concentration of interest should
  be defined to the customer.

• Brings continuity or easy eye movement to the
  display
• Moves the customers eyes from side to side, back
  to front, element to element