stand out. for good Fixture Placement Product Display Visual Presentation Basic Standards Creativity Wall Scapes Table Layout Visual Merchandising Personalities
Mar 17, 2016
stand out. for good
Fixture Placement
Product Display Visual Presentation
Basic Standards Creativity
Wall Scapes Table Layout
Visual Merchandising Personalities
Personalities Why do we merchandise by Personalities?
• Organizes vast array of Customer Choices
• Narrows focus for consumers shopping experience
• Creates “departments” within our smaller footprint
• Offers Marketing tools
Bo
ho
Mod Classic
Ind
igo
Gir
l Romantic
Personalities Who are they? Mod Classic
Definition- (of a garment or design) of a simple elegant style
not greatly subject to changes in fashion
Styles to watch for- Cocktail Dresses, Peplum, Blazers,
Chiffon Button Ups, Structured Bottoms
Brands- Esley, Black Swan Cecico, Freeway, Others Follow,
De Chance, Very J, Sage, Altar’d State
Iconic Styles
Mod Classic Classic Silhouettes
Celebrity
Trendsetters
Mod Classic
Our Product
Mod Classic
Our
Presentation
Mod Classic
Romantic Definition- Inclined toward or suggestive of the felling of
excitement and mystery associated with love
Styles to watch for- Lace, Soft Floral Prints, Ruffles, Silhouettes
that Flow, Pastel Colors
Brands- Alice Moon, Mystree, Doe & Rae, Freeway, Altar’d State
Images that Evoke Romance
Romantic Romantic Silhouettes
Celebrity
Trendsetters
Romantic
Our Product
Romantic
Our
Presentation
Romantic
Boho Definition- Boho Chic is a style of female fashion drawing on
various Bohemian and “Flower Child” influences
Styles to watch for- Crochet, non-Structured Garments,
Embroidery, Maxi Skirts, Tribal Patterns
Brands- Free People, Flying Tomato, Black Swan, Jack,
Vintage Havana, Judith March
Images with a Bohemian Flare
Boho Boho Silhouettes
Celebrity
Trendsetters
Boho
Our Product
Boho
Our Presentation
Boho
Seasonal Section
As the seasons change, so do some of our trending
personalities! Keep your eye out for seasonal direction on
new and deleted personalities.
Examples- Bold, Luxe, SoCal, and the current Indigo Girl
These Personalities typically reflect the Customer Choices
that are relevant to a particular season
Indigo Girl
Definition- This Fall friendly personality pairs
transitional pieces, graphic tee’s, denim friendly tops
and sweaters, and layering items
Styles to watch for- Accents of Tribal, Jackets, Tee’s,
Chambray, Chunky Sweaters…and of course denim
Brands-
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Indigo Girl
Our Product
Indigo Girl
Our Presentation
• Find a small location to house a basics presentation close to your fitting room
• Keep styles sorted when merchandising
• Accent tables when appropriate with layering pieces that coordinate
• Utilize basics when dressing mannequins
• Make sure they are recovered at all times
Merchandising Basics
Fixture Placement
• Create a dynamic store environment by varying fixture types
and the path in which they are placed
• Place some tables on an angles to establish interest
• Inventory the fixtures you have and sketch your floorplan first
• Refresh your floor frequently so your frequent customers
don’t see the same layout over and over
• Don’t forget to keep no less than 3’ between fixtures for handicap accessibility
Blank floorplans located on the employee portal
• To keep your presentation clean and not cluttered, use the examples below to help you
grid your tables
• Tables may include a coordinating shoe, accessories (handbags, jewelry, belts, sunglasses),
gifts, and books…don’t over clutter
• Pick a top or dress that represents the personality well and has a color story that you can work
from and use that as the anchor for your presentation
• Place additional garments that either compliment or coordinate-at least one outfit should be
represented in the display
• When pulling gifts and accessories, think of what this Personality would wear and decorate
her home with…following the color story helps keep the table well presented
• Place items in groupings and don’t dispersed them all over the table
• Lastly, style your mannequin appropriately for the Personality-Don’t use the key pieces placed
on the table. Utilize items on the surrounding rolling racks so you don’t double expose
Table Layout
Riser Riser
M
M
Wall Scapes • Vary your walls as much as possible
• Review capacity and types of merchandise
to understand
the wall scape you will need
• Sketch your walls first…this will help you
know how
it will layout and what fixtures you will need
• Break up walls using shelves and side
hangs
• Create balance with symmetry or
asymmetry…not every wall should mirrored
• View large walls as two separate entities
14’ Walls
Wall Scapes
18
’ Wal
ls
10
’ Wal
ls
Wall Scapes Displaying Apparel
Creating a Color Story Color stories provide endless opportunity for creating complimentary
visual interest and moods within each Personality.
• Select an inspiration item
• Use two to three colors mixed with neutrals
• Intermix solids to break up prints and patterns
• Utilize colors to bounce your eye across the wall
• Use layering pieces to enhance the wall…outfit a
few of the front items to inspire your customer
• Multiple items on a faceout should be uniform in
silhouette…longer items in the front
• Break up side hangs with alternating
colors/prints/sleeve lengths
• Ensure that bottom of garments don’t touch the
floor…1.5” from ground
Insp
irat
ion
Wall Scapes Displaying Gifts and Accessories
• Merchandise by Personality
• Gifts should be a collection…items should look
great together and make a cohesive statement
• Balance clean presentations and creating interest
• Grouping items (not like soldiers) keeps an
uncluttered presentation
• Never overcrowd shelves with too many gifts
• Don’t place under garments that are hanging too
low
• Keep candles grouped by brand within a
personality…same scents in different containers
merchandised together
• Create a system of backstocking to keep from
overcrowding
Wall Scapes Top Shelf Decor
• Mannequins should represent the best of the
Personality you are representing
• Limit items placed on the shelf…
don’t over work it
• Use gifts represented in the wall below
• Place props that are “thematic” and create
visual interest
with varying heights
• “Decorate” as if this is their home
Basic Standards
Finish the garments
• All components steamed
• Buttons buttoned
• Sashes/belts tied
• Zippers zipped
• Hangers straight and forward
• Shoulder strings tucked in (only use if
one shoulder garment)
• All merchandise sized from
smallest to largest
Items to pay attention to that will
keep your store pristine and orderly
Hanging Merchandise
• Silhouettes on faceout should match
• Longest item in front (exception: top in front
of pant or long skirt)
• Breakup t-stands, rolling racks and side hangs
with alternating colors/print/sleeve lengths
• Hangers should form question mark (exception:
rolling rack or t-stand on the left side of
fixture…garment should face forward with the
hook in a reversed question mark
Gifts
• All items should be unpackaged
• Clear plastic and corner cardboard
should be removed…make sure you
reattached price tag
• Items that need assembling…do so
Shoes
• Represent one style on tables
• Always use the right foot and show the
outside
• Use size range between 6.5-7.5
H
ange
rs R
ever
sed
Jewelry
• Merchandise by brand…keep like cards
together
• Group styles by personality
• Presentation should be interesting but
clean
• Don’t over use one style on mannequins…
some should remain in inventory for
customers to purchase
• Feature tables should house “specialty” brands
• To fill space, use multiple pegs to spread out
necklaces