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˜ Explain the importance of visual
merchandising
˜ Describe the two main areas of store
layout
˜ Summarize the aspects of
merchandise presentation
˜ Describe the components of in-store
displays
˜ List the advantages, disadvantages,
and types of window displays
 
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˜ àisual merchandising is
the physical display of
products in the most
attractive and appealing
ways
˜ Purposes are to sell
products and promote
store image
˜ Should always try to be
different, new, and
creative
 ¦
˜ Selling areas (75%-80%) ˜ Maze layout
² Where merchandise is ² Free-flowing,
displayed and unbalanced
customers interact placement of
with salespeople fixtures; allows
shoppers to weave
˜ Sales support areas through displayed
² Customer services and merchandise
all other operations
˜ Grid layout
² One or more main
aisles with secondary
aisles intersecting
 


 
˜ he ways goods are
hung, placed on
shelves, or otherwise
made available to
customers
˜ Shoulder-out
² Only one side shows
˜ Face-forward
² Hanging garment so
full front faces viewer

 

˜ Most common types
of fixtures
² Bins
² C-rack or half-circle
² Four-way, quad, or
four-arm
² Rounder
² Showcase
² -stand, two-arm, or
two-way
¦
 
 ² Wall-standards and
brackets
 ÿ 

˜ Should draw
customers farther
into the store or
department
˜ Reinforce store
image
˜ Divide large areas
into smaller sections
² Color groupings
² Same garment
groupings
 


˜ Displays should:
² Stimulate product
interest
² Provide information
² Suggest merchandise
coordination
² Generate traffic flow
² Remind customers of
planned purchases
² Create impulse sales
² Enhance the store·s
visual image
 
  

˜ Should be chosen to
maximize merchandise
exposure
² Just inside store
entrance
² At entrances to
departments
² Near cash/wrap counter
² Next to related items
² By elevators and
escalators
² At ends of aisles
² Open-to-mall areas




˜ Should be current
˜ Represent styles and lines
˜ Should be well stocked
˜ In demand
˜ New (inform customers of
what is available)
˜ Encourage additional
purchases
˜ Promote current theme
˜ Look good on display
 -  


˜ One-category
groupings
² Line-of-goods displays
² May be different sizes
or colors
˜ Related groupings
² Ensembles or
coordinates
˜ heme groupings
˜ àariety or assortment
² Unrelated items all sold
in the store
 

˜ Functional props physically
support or hold
merchandise
² Mannequins, stands,
pedestals, screens, panels,
or forms
˜ Decorative props
² Used for mood or
attractive setting
  
˜ Structural props support
   and change displays
² Boxes, cylinders (usually
hidden)
¦  
˜ àariety of signs may be
used to inform
customers
² Counter signs
² Posters
² Hanging signs
² Banners
² Flags
² Elevator cards
² Easels
˜ Might include prices,
sizes, styles, features,
store logo, etc.
 
 
˜ Effective sales appeal?
˜ Coordinated with store
ads?
˜ Help to locate goods?
˜ Signage legible and easy
to understand?
˜ Signage gives best selling
points?
˜ Draw customer through
store?
˜ Clean and neat?
˜ Changed frequently?
ÿ 


˜ First contact
customer has with
store
˜ Can stimulate
curiosity
˜ More opportunities
to sell merchandise
² Can be expensive to
design, set up, and
maintain; need props,
staff, and space
² Another problem can
be glare of glass


ÿ 

˜ Enclosed
² Full background
² Ramped, elevated, or
shadowbox
˜ Semi-enclosed
² Partial background
˜ Open
² No background, open to
store interior
 
 
˜ Island   
² 4-sided glass, often in
lobbies
  !"""
?

 ˜ How might displays
in a discount store
differ from the
displays in a more
expensive apparel
store?
˜ What criteria would
you use to select
merchandise for
display in an island
window?