1. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Chapter 16: Visual Merchandising

2. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Visual Merchandising The professional presentation of merchandise in a store setting that is designed to motivate customers to come into the store and/or purchase items for sale.

3. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved The Difference Between Large and Small Companies Large companies generally have a centralized management approach where actual display is executed based on direction from the company’s design team. Small companies will use freelance professionals to install displays and provide assistance for sales floor merchandise.

4. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved The Department Store Approach Full time staff Develop and execute visual programs Headed by visual merchandising director or VP Team can include: prop builders, signmakers, painters, carpenters, photographers, and trimmers.

5. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved The Chain Store Approach One or two people travel from store to store installing displays and making interior merchandise changes Small team operates from company headquarters and plans each window Sample windows are created, photographed and sent with props to individual chain

6. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved CVM Is Used Because 1. Saves considerable amounts of money by eliminating the necessity for trimmers 2. The practice guarantees the uniformity of visual presentations throughout the chain’s stores 3. Allows changes to be made throughout the organization without sending people to each store

7. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Freelancing Professional service for small companies Provide all elements of the display except mannequin Use retailer’s mannequin and merchandise to create visual displays Fee based One year contract

8. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved VM Timeline Work with buyer to determine which fashions will be featured and how they will be presented to customers 6 month calendar established  Date of presentation  Merchandise classification/Institutional theme  Background materials/props  Length of installation Buyer works with vendors to assure delivery of merchandise before installation

9. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Interiors No longer mannequin-based installations Current emphasis is on well-stocked stores with neatly stocked fixtures Environmental visual concept Seasonal interior changes

10. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Elements of Visual Presentation The merchandise Materials and props Mannequins Lighting Color Signage and graphics

11. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Lighting Is Used to Attract attention Create a mood Enhance store image Provide flexibility

12. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Rules of Color Monochromatic color scheme Analogous colors Complementary color scheme Split complementary Triads

13. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved The Principles of Design Balance  Symmetrical  Asymmetrical Emphasis  Size  Repetition  Contrast  Unique placement Proportion Rhythm Harmony

14. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved To Maximize the Success Maintain the component displays Promptly remove displays Do a walk-through each day Maintain self-selection merchandise Rotate merchandise

15. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Trends in Visual Merchandise Decreased use of formal window displays Increased attention to interior displays Return to traditional mannequins Increased use of low-voltage lighting Significant use of graphics POP fixturing Vendor participation