ADVERTISING AND VISUAL MERCHANDISING

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Key Vocabulary Visual Merchandising- Encompasses all of the physical elements that merchandisers use to project an image to customers. Store Layout- Refers to the way a store uses floor space to promote sales and serve customers. Fixtures -Permanent or movable store furnishings that hold and display merchandise. Copyright © Texas Education Agency, 2012. All rights reserved. Have students think about what their favorite stores look like from a visual perspective. What is it about stores that make you want to enter them? Have students think about stores they would not want to enter based on the storefront. State that the store layout is a very important part of the shopping experience.

P.O.P. - Point of Purchase -A consumer sales promotion device with bold graphics and signage that hold, display, or dispense products. Kiosk -Large displays that are typically 4 feet high, have immediate product availability, and are seen free standing in malls as well as within a store. Copyright © Texas Education Agency, 2012. All rights reserved. P.O.P. displays are very popular in retail clothing and grocery stores. Ask the students if they notice the P.O.P. dispensers along the aisles at the grocery store.

Visual Merchandising Success! One major goal of a retailer is to create a positive shopping experience that will compel customers to return. If interior displays are done exceptionally well, they enable customers to make a selections without the assistance of a sale clerk. Merchandisers consider four elements key to achieving this goal. Copyright © Texas Education Agency, 2012. All rights reserved. Have students think of a shopping experience that was not a positive one. Did they return to the store? Why?

The Four Key Elements: The Storefront A marquee, banners, awnings, windows and even landscaping all determine if a customer will even ENTER the store! The storefront must provide: The store name and logo Bright and colorful graphics A convenient location A large, well-lit parking lot to attract customers and provide safety Copyright © Texas Education Agency, 2012. All rights reserved. Read information to students.

The Store Layout Selling space- is used for interior displays, wall and floor merchandise, product demonstrations, and sales transactions. Storage space- is for items that are kept in inventory or stockrooms. Personnel space- is allocated to store employees for office space, lockers, lunch breaks, and restrooms. Customer space- is designed for the comfort and convenience of the customer and may include in-store restaurants, seating, lounges or recreation space for children. Copyright © Texas Education Agency, 2012. All rights reserved. Discuss different stores and their layouts

The Store Interior Mannequins, comfortable seating, and innovative props are all valuable tools for creating a memorable store interior. Other aspects that make a fabulous store interior are: The selection of floor and wall coverings Lighting Bright colors Interior signage Bold graphics Copyright © Texas Education Agency, 2012. All rights reserved. What makes a store interior memorable to you? Do you like music in the store? What are your feelings about stores that are dimly lit?

Interior Displays There are five types of interior displays: Closed displays- Allows customers to see but not handle merchandise Open displays- Allows customers to handle and examine merchandise Architectural displays- Allows customers to see what the merchandise may look like in their home Point of Purchase Displays- Designed to promote impulse purchases Store Decorations- Displays that often coincide with seasons or holidays Copyright © Texas Education Agency, 2012. All rights reserved. Have students do independent practice after this slide.

Window Displays For the retailer it allows them to showcase a particular product, event or cause. It can entice customers into the store just through the visual message in the window. It can be a low-cost form of advertising. For the customer it provides a preview of the store. If it is a new store for the customer it will be one of the first impressions and will help the customer decided if he/she would like to enter the store. It might event entice a customer to purchase a displayed item. Copyright © Texas Education Agency, 2012. All rights reserved. Have students do independent practice after this slide.

Window Display Assignment Design a window display for men's, women's or children's fashion. Can be anything fashion related – clothes, accessories, footwear, etc. Make a sketch of your display design before creating the physical window. Have it approved by me before you start working online. Use the template found at www.phsbmf.weebly.com to complete your display. Copyright © Texas Education Agency, 2012. All rights reserved. Have students do independent practice after this slide.

Copyright © Texas Education Agency, 2012. All rights reserved. Have students do independent practice after this slide.