1. UNIT F FASHION PROMOTION
6.03 Explain visual merchandising.

2. 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.

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

4. Store image
The perception of the store in the minds of its customers.

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

6. 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

7. 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

8. 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.

9. 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

10. 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.

11. 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 customer’s eye and stimulate impulse buying.

12. 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.

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

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

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

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

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

18. 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.

19. Components of visual presentation
Fixtures
Props
Functional
Decorative
Lighting
Signs
Materials

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

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

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

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

24. 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.

25. 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.

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

27. Materials
Tools or equipment used in the construction of displays.

28. Elements and principles of design
ELEMENTS OF DESIGN
Color
Line
Shape/silhouette
Texture
PRINCIPLES OF DESIGN
Balance
Proportion
Emphasis
Rhythm

29. 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.

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

31. Shape/Silhouette Texture The outline of the display
In display, smooth, shiny surfaces reflect light where nubby surfaces absorb light and appear darker.

32. 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.

33. 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 customer’s eyes from side to side, back to front, element to element