visual merchandising 4
TRANSCRIPT
![Page 1: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/1.jpg)
ADVANCED FASHION: STANDARD 9VISUAL MERCHANDISING
![Page 2: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/2.jpg)
VISUAL MERCHANDISING
Visual Merchandising: The physical display of goods in the most attractive and appealing ways. Store Layout: the interior arrangement of
retail facilities. Selling areas: where merchandise is
displayed and customers interact with sales personnel. (75-80% of the total space)
Sales support areas: devoted to customer services, merchandise receiving and distribution, management offices and staff activities.
![Page 3: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/3.jpg)
VISUAL MERCHANDISING
Floor Plan: A drawing showing arrangement of physical space, such as showing the positioning of merchandise groups and customer services for a retail store.
Grid Layout: A retail floor plan that has one of ore primary (main) aisles running through the store, with secondary (smaller) aisles intersecting with them at right angles.
Maze Layout: A free-flowing retail floor plan arrangement with informal balance.
Fixtures: Shelves, tables, rods, counters, stands, easels, forms, and platforms on which merchandise is stocked and displayed for sale.
![Page 4: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/4.jpg)
MERCHANDISE PRESENTATION
Merchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores.
Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom.
Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles.
![Page 5: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/5.jpg)
VISUAL MERCHANDISING A NEW SUCCESS MANTRA TO
RETAILING
![Page 6: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/6.jpg)
CONCEPT
Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus. It educates the customers, creates desire and finally augments the selling process
![Page 7: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/7.jpg)
SCOPE
Mr Prathish Nair, Head, Marketing, RAMMS India, a Bangalore-based retail consulting company, says that visual merchandising (VM) is seeing some big spends this year. While large department stores are spending about Rs 30-40 lakh per season on VM, malls are spending close to Rs 15 lakh for every changeover that happens and this is at least four times a year.
![Page 8: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/8.jpg)
CORPORATE EXAMPLES
Displaying Robes Without Using Mannequins Industry experts believe that apparel sales in retail stores posted a growth of between 25-30 per cent in 2003 and according to an estimate by McKinsey, the branded apparel market — is now worth nearly $ 1
billion.
![Page 9: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/9.jpg)
"Lowe's experts at each store have helpful tips about how to choose a tree that is just the right size and shape, plus ways to decorate and care for a tree so it will be beautiful throughout the season," said Patti Price, vice president of merchandising for seasonal living at Lowe's.
Whether real or artificial, when shopping for a Christmas tree, there are five key considerations to keep in mind: space, size, type, coverage and lighting.
![Page 10: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/10.jpg)
USE OF LIGHT AND GLASS
In 1913, Mario Prada started the Prada label by selling leather handbags, shoes, and trunks. Following his gaining experience in the United States and Europe, he started two boutiques in Milan Today Prada is now a worldwide empire. It has stores throughout the western world. You can't find a celebrity that is not wearing Prada clothes
![Page 11: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/11.jpg)
RACK DISPLAY
The U.S. Market for Footwear, examines four basic product categories in this dynamic market: casual shoes, athletic shoes, dress shoes, and rugged shoes. Casual shoes account for 52% of the market, athletic shoes for 31%, and rugged and dress shoes for the remaining
![Page 12: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/12.jpg)
MANNEQUIN DISPLAY
Mannequins and body forms are essential for enhancing the appeal of the merchandise, Besides traditional life size mannequins alternatives such as torso forms,dress forms are cost effective Ex Westside,Ebony Globas etc
![Page 13: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/13.jpg)
WRAPPED GIFT DISPLAY
Gift Wrapping is an add on offered by many players in apparel retailing ,cosmetics,jewelry and specialty product retailing For ex Shopper’s Stop, Ebony,
Pantaloon, Levis,Seasons,
Lifestyle,Trent etc
![Page 14: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/14.jpg)
ANIMATION DISPLAY
Animation Displays are used in merchandising products for kids like Toys R Us ,Gini and Johnny, Mattel,Life Spring
![Page 15: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/15.jpg)
You Never Get A Second Chance To Create A First And Lasting Impression
"While TV ads leave a residue at 9 pm the previous night, and press does it at 7 am, and while radio has the potential of doing it all the time, VM is one medium that does it at the point of purchase."
![Page 16: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/16.jpg)
“Visual Merchandising is a field that demands the attention of the best creative mindsin the country."
THANX
![Page 17: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/17.jpg)
RETAIL FIXTURES
Carousels: Circular racks that turn.
![Page 18: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/18.jpg)
RETAIL FIXTURES
Dump tables/bins: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement.
![Page 19: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/19.jpg)
RETAIL FIXTURES
Four-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around
![Page 20: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/20.jpg)
RETAIL FIXTURES
Rounders: Circular racks on which garments are hung around the entire circumference
![Page 21: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/21.jpg)
RETAIL FIXTURES
T-stand: Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight arm and one waterfall.
![Page 22: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/22.jpg)
RETAIL FIXTURES
Waterfall: A fixtures with an arm that slants downward, that contains knobs to hole face-forward hangers with clothing at various levels.
![Page 23: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/23.jpg)
DISPLAYS
Displays: individual and notable physical presentation of merchandise.
Displays are intended to: Stimulate product interest
Provide information
Suggest merchandise coordination
Generate traffic flow
Remind customers of planned purchases
Create additional sales of impulse items
Enhance the store’s visual image
![Page 24: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/24.jpg)
INTERIOR DISPLAYS
Locations for interior displays:
Just in the entrance
Entrance to department
Near cash/wrap
Next to related items
Across from elevators and escalators
Ends of aisles
![Page 25: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/25.jpg)
COMPONENTS OF DISPLAYS
Merchandise
Lighting
Props
Signage
![Page 26: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/26.jpg)
MERCHANDISE
More interesting if in odd numbers
Groups: One-category, or line-of-goods
Related groupings: go together or reinforce each other
Theme groupings: event, holiday, etc.
Variety or assortment groupings: collection of unrelated items all sold at the same store.
![Page 27: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/27.jpg)
LIGHTING
Used to direct customer’s attention to the display Use more light for dark colors, less light for light
colors Beamspread; the diameter of the circle of light Beamspread techniques:
Floodlighting: recessed ceiling lights to direct light over an entire wide display area
Spotlighting: focuses attention on specific areas or targeted items of merchandise
Pinpointing: focuses a narrow beam of light on a specific item
![Page 28: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/28.jpg)
![Page 29: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/29.jpg)
PROPS
Objects added that support the theme of the display. Functional Props: used to physically support the
merchandise. (mannequins, stands, panels, screens, etc)
Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc)
Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)
![Page 30: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/30.jpg)
![Page 31: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/31.jpg)
SIGNAGE
Includes individual letters and complete signs. Often on some kind of holder.
Can tell a story about the goods. Should try to answer customers
questions. Should be informative and concise. Can include prices, sizes, department
location.
![Page 32: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/32.jpg)
WINDOW DISPLAYS Seen from outside of the store.
First contact with the customer.
Can have a series of windows.
Advantages of Window Displays:
Establish and maintain an image
Arouse curiosity
Disadvantages of Window Displays:
Expensive to design and maintain
Requires space
Merchandise can get ruined (sun ,etc)
Glare
![Page 33: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/33.jpg)
TYPES OF WINDOW DISPLAYS
Enclosed windows: have a full background and sides that completely separate the interior of the store from the display window. Ramped windows: floor is higher in back
than in front
Elevated windows: from 1 to 3 feet higher than sidewalk
Shadowbox windows: small, boxlike display windows
![Page 34: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/34.jpg)
![Page 35: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/35.jpg)
TYPES OF WINDOW DISPLAYS
Semi-closed windows: have a partial background that shuts out some of the store interior from those viewing the window
Open Windows: have no background panel and the entire store is visible to people walking by
Island windows: four-sided display windows that stand alone, often in lobbies.
![Page 36: Visual Merchandising 4](https://reader033.vdocument.in/reader033/viewer/2022061106/5448f2dab1af9f5f618b4c6a/html5/thumbnails/36.jpg)