Promoting FashionPromoting Fashion

Chapter 12.1Chapter 12.1Visual Merchandising Visual Merchandising

& Display& Display

Visual Merchandising for Visual Merchandising for CustomersCustomers

Visual merchandising has existed Visual merchandising has existed since retail vendors began selling to since retail vendors began selling to customers.customers.

Vendors arrange goods to be more Vendors arrange goods to be more attractive to promote sales.attractive to promote sales.

Visual Merchandising Visual Merchandising TodayToday

Today Today visual visual merchandisinmerchandisingg is very is very sophisticated.sophisticated.

visual visual merchandisingmerchandising the integrated look the integrated look of an entire storeof an entire store

The purpose The purpose of a of a displaydisplay is to grab is to grab customers’ customers’ attention.attention.

displaydisplay a a presentation of presentation of merchandise to merchandise to attract customers attract customers so they will so they will examine and buy itexamine and buy it

Creating Visual Creating Visual MerchandisingMerchandising

The four types of display areas are:The four types of display areas are:

StorefrontStorefront StoreStorelayoutlayout

StoreStoreinteriorinterior

InteriorInteriordisplaysdisplays

The goal of effective visual The goal of effective visual merchandising is to sell goods by merchandising is to sell goods by promoting the store image and promoting the store image and

creating a positive shopping creating a positive shopping experience for the customers.experience for the customers.

The StorefrontThe Storefront

Storefront visual merchandising features include:Storefront visual merchandising features include:

SignsSigns MarqueesMarquees EntrancesEntrances WindowWindowdisplaysdisplays

Gives the first impression of a store.Gives the first impression of a store.

The Store LayoutThe Store Layout

The store layout is the arrangement The store layout is the arrangement of floor space in order to promote of floor space in order to promote sales of fashion products.sales of fashion products.

The customer should be able to walk The customer should be able to walk through the store and easily view through the store and easily view the merchandise.the merchandise.

The Store InteriorThe Store Interior

Merchandising techniques used Merchandising techniques used in the store interior include:in the store interior include:

LightingLighting ColorColorschemesschemes

StoreStorefixtures

Interior DisplaysInterior Displays

Interior or in-store displays are created using:Interior or in-store displays are created using:

SpaceSpacedesigndesign

FixturesFixturesandand

hardwarehardwareMannequinsMannequins

FloorFloor andandwallwall

coveringscoverings

CreatesCreates visualvisual excitementexcitement

In-storeIn-storesignagesignage

Design Elements of Design Elements of DisplayDisplay

Visual display personnel use Visual display personnel use three design elements to create three design elements to create displays:displays:

ColorColor LightingLighting HarmonyHarmony

BalanceBalance

ProportionProportion

RhythmRhythm

EmphasisEmphasis

Fashion Display ThemesFashion Display Themes

Visual merchandisers use the display Visual merchandisers use the display elements when developing their fashion elements when developing their fashion merchandising themes.merchandising themes.

A theme gives a store focus and provides a A theme gives a store focus and provides a consistent look within the store and within a consistent look within the store and within a group of stores.group of stores.

Themes are planned well in advance.Themes are planned well in advance.

Fashion Display ThemesFashion Display Themes

Types of Types of ThemesThemes

Recent orRecent orupcomingupcoming

eventsevents

CulturalCulturalactivitiesactivities

HistoricalHistoricaleventsevents

CurrentCurrentfashionfashiontrendstrends

SeasonalSeasonalcolorcolor

palettespalettes

StoreStorepromotionspromotions

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Fashion Display ThemesFashion Display Themes

““Lifestyling” Lifestyling” displays appear displays appear during seasons during seasons such as such as Valentines when Valentines when home dhome décor écor presentations use presentations use bright colors.bright colors.

Importance of Visual Importance of Visual MerchandisingMerchandising

Clear Clear communication is communication is the key to visual the key to visual merchandising merchandising success.success.

Visual Visual merchandising merchandising promotes the promotes the image and image and merchandise of a merchandise of a fashion business, fashion business, as do promotion as do promotion and advertising.and advertising.

FixturesFixtures

Display cases, Display cases, counters, counters, shelving, racks, shelving, racks, benches, and benches, and tables are tables are examples of examples of fixturesfixtures..

fixtures fixtures permanent or permanent or movable movable furnishings that furnishings that are used to hold or are used to hold or display display merchandisemerchandise

FixturesFixtures

Some vendors require that stores Some vendors require that stores present their merchandise on present their merchandise on special fixtures that display the special fixtures that display the designer name.designer name.

Levi Strauss uses the Internet to Levi Strauss uses the Internet to show retail merchants the required show retail merchants the required display racks and how many display racks and how many garments should be place on each garments should be place on each rack.rack.