fashion merchandising lecture three visual merchandising

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Fashion Merchandising

Fashion MerchandisingLecture threeVisual MerchandisingLearning ObjectivesUnderstand the use of visual merchandising as a promotional tool used by retailers to attract and entice consumers to become a customer.

COMPONENTS THAT MAKE UP THE STORE ENVIRONMENTStore ImageAnd ProductivityVisual communicationsRetail identityGraphicsPOS signageStore planningSpace allocationLayout CirculationStore DesignExterior DesignAmbienceLightingMerchandisingFixture SelectionMerchandise presentationVisual merchandisingWhat is visual merchandising?The presentation of a store and its merchandise in order to sell the goods and services of the storeIt is their silent salesperson!Visual Merchandisingconsumers final decisionvital communicationWhat are the benefits of good visual merchandising?Creates interestAttracts customersEase of selection for the customerPromotes stockMaximises salesCreates a desire to buyCreates a suitable store ambienceCan reinforce corporate identity6Projects a store imageWin confidence, to give the customer faith in the store and productAssist in add-on salesMonitor stock levelsShows how product is usedCommunicates to the customerWhat are the benefits of good visual merchandising?Visual merchandisingIs at the heart of retail design the fine art of persuasionIncludes window and displays but also takes in the entire in-store environmentIt may go even further into the realms of graphics, audio-visual media, point of sale (POS) material, all the way to the store as the total embodiment of the brand the 3D brandFloor Layoutretailers need to identify areas that will maximise sales for the storeThere are three spots:Hot SpotsWarm SpotsCold SpotsFloor LayoutMerchandise in most stores can be broken down into the following components* Best sellers* Speciality goods* High profit items* Seasonal lines* Basic stock* Advertised lines* Problem stock* Others* Impulse lines

Each component can be strategically placed to enhance salesBest sellersIn the best position possible to give the greatest opportunity to sellPrime position within its classificationHigh profit itemsPosition within their classificationKnow what they are (all staff)Position close to best sellers (consider supermarkets and how they position generic products close to leading sellers)

Basic stockPosition within their classificationPrime positionReadily available positionNever hiddenProblem stockNever give problem stock your best selling positions. Problem stock should be identified quickly and dealt with quicklyPROFIT BUILDERS Profit margins are high but sales turnover is lowAdjust space allocation focusing on quality of space rather than quality in order to increase sales Consider rationalising range of products in category

STAR PERFORMERSSales turnover and profit margins equal or exceed targetsAllocate large amounts of goods quality spaceConsider increasing product assortment within categorySPACE Low profit margins and low sales turnover Reduce space or eliminate productTRAFFIC BUILDERS Products have a good sales turnover rates, but profit margins are small Place close to higher profit/impulse purchase goods. Use to pull customers through store Work on improving margins. Consider introducing own-label variationImpulse linesEasily accessible and in high traffic areas (ie POS, entrance, or in major traffic aisle). Rapid turnover

Speciality goodsMore complex product requires more explanation in selling features and benefitsPositioned away from main traffic areaSeasonal linesRelate to merchandise affected by seasonUsually given a high traffic area as limited time to sellAdvertised linesWith related classificationsHighlightedIf to draw attention to other merchandise then it should be visible but not best aisle or fixtureOpportunity for additional salesOther factorsNo hard and fast rules in merchandising only helpful guidelinesPractical factors can change positioning of items such asSize of productSecurityConstraints with fixtures and available spaceDominance displaysAttractive displays have a centre of attention or dominanceWithout a dominant display feature, the shoppers eye will be attracted elsewhereA display element (eg red) or display component (eg merchandise) is made dominant by subordinating all other elements and componentsDominance within a display allows the retailer to emphasize a single promotional message or focus on a direct purchase incentiveThe classification dominance display allows a retailer to show that it has a very deep assortment of merchandise within a classification or category

ProportionThe effective arrangement of parts of displays in terms of the display elementsColour: the extent of darker colour to lighterLine: the layout of small object to large objectsTexture: the area of differing surfacesShape: the amount of open space to closed spaceGrouping the display arrangementGrouping display arrangement is organising display merchandise into interesting, pleasing and stimulating patternsHaphazard arrangement of merchandise can substantially reduce a displays effectivenessSelection displays are simple arranged in some well-organised fashion, but special merchandise is frequently presented in one of four definite arrangement patterns:The pyramidThe zigzagThe stepThe fan arrangementBalancea retail display should exhibit a sense of equilibrium or balanceeach part of the display has equal visual weightBalance can be achieved in either a formal or informal senseForm and balance is created when both sides of a display are exactly alike in terms of type, size, colour, shape and placement of merchandiseEach side is a mirror image of the other side

Some tips for visual merchandisers...Less is moreApples with applesVisual cuesChange your displaysConsider lightingFocus your displayStore layoutGridFree formBoutiqueThe grid layout Makes sure shoppers covers as much of store as possible Easy to install and maintain Boring and regimental More often associated withpile it high, sell it cheapdiscount buying

34The free flow layout Different shapes,sizes, Height of fixtures/fittingsTries to stimulate shoppers totake their time browsing Shoppers can browse in any order they choose Does not use available spaceas efficiently as grid layout Can look chaotic The boutique layout Perception is one of anumber of discrete, separatespaces Typical in dept stores (lots ofdepartments/concessions) Useful when a high level of personal selling is required, or merchandise range is limited This layout surrounds the customer, most of which is displayed on or on wall fixturing In larger stores, a definite walkway or race track is incorporated Be wary of where you positionfixtures and the impact thismight have on traffic flowThe boutique layout Be wary of where you positionfixtures and the impact thismight have on traffic flowThe boutique layout Be wary of where you positionfixtures and the impact thismight have on traffic flowUse of customer walkways in large storesStore layoutCustomer traffic can be directed around a storeMost shoppers are right handed and naturally prefer to turn to the right Important to identify where high-density areas are and whether they match high-turnover areasIf the goods are in the wrong place, theywont sellStore layoutPrimary and secondary points are used to pull the customer around the store or to shop the full shopLighting, signage, photography and even popular products (KVIs) help the customer shop the full shopThe more you see, the more you buy

Working with colourThe reason why colour is so important is that people like colourIt appeals to their emotions and contributes to a more attractive environmentColour in merchandisingCauses people to buy on impulseImproves the appearance of merchandiseProvides variety, contrast and harmonisingcolours that will create interestHas immediate and emotional impact

44Colour in merchandisingCan enhance the appearance of specific productsHelps to create salesImproves profitabilityCreates an atmosphere which appeals to customers

45Colour psychologyby putting the same colour next to one another it makes it easier on the eye to compute what it is looking at

Working with colourThe eye tends to concentrate automatically on the biggest objectColour schemes should not be out of dateNeed to be aware of trend colours and look to see what other retailers are doing

Colour blocking hasalways been LeftTo RightAnd Light to Dark when working with a multitude of different colours

Working with colourIn the modern era, retailers are looking to keep their store environment varied

Colour along with displays allows us to offer thatchange in environment so customers think thatthere is always something new and exciting going on

Colour blocking can also be a useful strategy

Vertical colour blockingStore image and atmosphereThe image and atmosphere of a store is a sum of the physical elements of interior and exterior design, and the layout and displays that create an environment and ambience that consumers find attractiveThe stores exterior offers an opportunity to communicate with the customerClues about the store are often absorbed without our knowing itWindow displays

Window display

The sensesSightthe general look of the store can either lift the spirit or underwhelm the shopperuse of colour stimulates the shopperSoundsoft music may relax shopperloud music may reinforce a stimulating, vibrant atmosphere that sets out to exciteSmellPerfume can help build image and prestige

Aromas:Bread, coffee, perfume, floral, pine (Christmas)Sounds:Pop music, classical music, mood music, store dj etcColours:Neutrals: eg black and grey, white, natural materials; warm colours: red , oranges, yellows, pinks; Cool colours: blue, pale green, white; Earth colours: browns, green, oranges.Lighting: Cool lighting (blue, bright), warm lighting (orange, yellow, p

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