6.03 EXPLAIN VISUAL MERCHANDISING. FASHION PROMOTION

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

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

The perception of the store in the minds of its customers. Store Image The perception of the store in the minds of its customers.

Display The physical and visual presentation of merchandise in an attractive and appealing way.

GOALS OF VISUAL MERCHANDISING Capture the customer’s 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

WINDOW DISPLAY Exterior presentation of merchandise to generate in-store traffic. Provides the customer’s first encounter with the store Used to show merchandise to those passing to encourage them to enter the store

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.

DISPLAYS Closed Window Open Window

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

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.

Enclosed/ Showcase: 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 customer’s eye and stimulate impulse buying.

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.

Promotional displays Presentations that emphasize merchandise items, lines, or a trend.

Institutional displays Presentations that provide an idea rather than specific merchandise.

Décor The decorating theme and the style and appearance of interior furnishings.

Layout The interior arrangement of the retail facility. Selling area Sales support areas The interior arrangement of the retail facility.

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

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.

COMPONENTS OF VISUAL PRESENTATION Fixtures Props Functio nal Decorat ive Lighting Signs Materials

FIXTURES Shelves, tables, rods, counters, stands, forms, easels, and platforms used to store merchandise or display merchandise for sale.

Props Objects added in a display to dramatize, get attention, and help to create a theme, an idea, or ambience. Functional props Decorative props

Functional Props Objects that physically support or hold merchandise. Mannequins Pedestals Screens

Decorative props Objects that establish a mood or an attractive setting for the merchandise featured.

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.

LIGHTING Illumination 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.

SIGNS Posters Banners Flags Hanging signs Counter signs Cards Individual letters or complete signs that communicate information in a retail store.

MATERIALS Tools or equipment used in the construction of displays. Example: plastic, tape, hammers, tissue, wood, etc.