Visual merchandising powerpoint EDUC

Fashion Promotion

Visual Merchandisi

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Objectives: Explain the importance of visual

merchandising Describe the two main areas of

store layout Summarize the aspects of

merchandise presentation Describe the components of in-

store displays List the advantages, disadvantages,

and types of window displays

The Importance of Visual Merchandising

Visual merchandising is the physical display of products in the most attractive and appealing ways

Purposes are to sell products and promote store image

Should always try to be different, new, and creative

Store Layout Selling areas (75%-80%)

– Where merchandise is displayed and customers interact with salespeople

Sales support areas– Customer services

and all other operations

Grid layout– One or more main

aisles with secondary aisles intersecting

Maze layout– Free-flowing,

unbalanced placement of fixtures; allows shoppers to weave through displayed merchandise

Merchandise Presentation

The ways goods are hung, placed on shelves, or otherwise made available to customers

Shoulder-out– Only one side shows

Face-forward– Hanging garment so

full front faces viewer

Types of Fixtures Most common

types of fixtures – Bins– C-rack or half-circle– Four-way, quad, or

four-arm– Rounder– Showcase– T-stand, two-arm, or

two-way– Wall-standards and

bracketsShowcase

Wall Arrangements

Should draw customers farther into the store or department

Reinforce store image

Divide large areas into smaller sections– Color groupings– Same garment

groupings

Interior Displays

Displays should:– Stimulate product

interest– Provide information– Suggest merchandise

coordination– Generate traffic flow– Remind customers of

planned purchases– Create impulse sales– Enhance the store’s

visual image

Interior Display Locations

Should be chosen to maximize merchandise exposure– Just inside store

entrance– At entrances to

departments– Near cash/wrap counter– Next to related items– By elevators and

escalators– At ends of aisles– Open-to-mall areas

Displayed Merchandise Should be current Represent styles and

lines Should be well stocked In demand New (inform customers

of what is available) Encourage additional

purchases Promote current theme Look good on display

Grouping Displays One-category

groupings– Line-of-goods displays– May be different sizes

or colors Related groupings

– Ensembles or coordinates

Theme groupings Variety or assortment

– Unrelated items all sold in the store

Props Functional props

physically support or hold merchandise– Mannequins, stands,

pedestals, screens, panels, or forms

Decorative props– Used for mood or

attractive setting Structural props support

and change displays– Boxes, cylinders (usually

hidden)

Decorative and functional prop

Signage Variety of signs may

be used to inform customers– Counter signs– Posters– Hanging signs– Banners– Flags– Elevator cards– Easels

Might include prices, sizes, styles, features, store logo, etc.

Display Evaluation Effective sales appeal? Coordinated with store

ads? Help to locate goods? Signage legible and

easy to understand? Signage gives best

selling points? Draw customer through

store? Clean and neat? Changed frequently?

Window Displays First contact

customer has with store

Can stimulate curiosity

More opportunities to sell merchandise– Can be expensive to

design, set up, and maintain; need props, staff, and space

– Another problem can be glare of glass

Types of Display Windows

Enclosed– Full background– Ramped, elevated, or

shadowbox Semi-enclosed

– Partial background Open

– No background, open to store interior

Island– 4-sided glass, often

in lobbies

Enclosed window; full background

Do You Know . . .

How might displays in a discount store differ from the displays in a more expensive apparel store?

What criteria would you use to select merchandise for display in an island window?

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