COMPETENCY: 6.00 Recognize the Importance of Promotion in Fashion

COMPETENCY: 6.00 Recognize the importance of promotion in fashion.

OBJECTIVE: 6.03 Explain visual merchandising.

A. Define terms related to visual merchandising.

1. Visual merchandising: Attractive and appealing physical display of merchandise combined with effective store layout and décor.

a. The purpose of visual merchandising is to present merchandise so the business will receive maximum traffic exposure.

b. All visual merchandising activities are directed toward creating sales for the business.

2. Merchandise presentation: The effective ways merchandise is hung, placed on shelves or tables, or otherwise made available to customers in retail stores.

3. Store image: The perception of the store in the minds of its customers.

4. Display: The physical and visual presentation of merchandise in an attractive and appealing way.

B. Explain the goals of visual merchandising.

1. To capture the customer’s interest

2. To entice customers to enter the store

3. To visually create sales

4. To urge customers to make purchases

5. To promote the store image

6. To attract attention to merchandise

7. To educate customers about merchandise

8. To encourage impulse buying

C. Identify the areas of visual merchandising.

1. Displays

a. Displays can be either promotional or institutional.

(1) Promotional displays: Presentations that emphasize merchandise items, lines, or trends. Example: Footaction displaying new Air Force Ones.

(2) Institutional displays: Presentations that promote an idea rather than specific merchandise. Example: A Sears display promoting “Give the gift of life” for the American Red Cross Blood Drive.

b. Window display: Exterior presentation of merchandise to generate in-store traffic. Store windows provide the customer’s first encounter with the store. Window displays are used to show merchandise to those passing to encourage them to enter the store.

(1) Open window display: A store window that provides a direct view into the store with no back wall to block the view. The interior store area is visible from the exterior.

(2) Closed window display: An enclosed store window in which customers can view only the window display and cannot see inside the store through the window.

c. Interior displays: Visual presentation of merchandise inside the store designed to attract customers and motivate them to purchase immediately.

(1) Island: A display, usually on a raised platform, viewable from all sides.

(2) Ledge: A display shelf usually located about eye level behind a selling counter or above the top surfaces of display units.

(3) Shadow box: A miniature display, sometimes recessed, that may be locked and lighted and that is often used for high-end merchandise.

(4) Enclosed: A fully glassed in platform display usually at the entrance to the store or a department within the store.

(5) Point-of-purchase: Displays near a check out counter used to catch the customer’s eye and stimulate impulse buying.

(6) Flying: A display in which merchandise is hung from the ceiling or stretched across an open space by using fishing line to make it look as though it is flying in the air.

(7) Showcase: A display case that has a glass top and front used to showcase merchandise the store wants protected.

2. Store layout and décor

a. Décor: The decorating theme and the style and appearance of interior furnishings.

b. Layout: The interior arrangement of the retail facility.

(1) Selling area

(a) Area where merchandise is displayed and customers interact with sales personnel

(b) Usually 75 to 80 percent of the total space

(2) Sales support areas

(a) Areas devoted to customer service, merchandise receiving and distribution, management offices, and staff activities

(b) Restrooms and gift wrap stations should be easy for customers to locate.

D. Identify the components of visual presentation.

1. Fixtures: Shelves, tables, rods, counters, stands, forms, easels, and platforms used to store merchandise or display merchandise for sale.

2. Props: Objects added in a display to dramatize, get attention, and help to create a theme, an idea, or ambience.

a. Functional props: Objects that physically support or hold merchandise. Examples: mannequins, pedestals, screens

(1) Mannequin: A three-dimensional representation of the human form, realistic or abstract, used to display merchandise.

(2) Form: A smaller version or partial mannequin used as an alternative to a mannequin.

b. Decorative props: Objects that establish a mood or an attractive setting for the merchandise featured. Examples: ladder, plant, bicycle

3. Lighting: Illumination. Light creates visual impact. It can create contrast and accent displays. It can place the focus on one particular item. Lighting can set the mood for the shopping experience or can create settings for merchandise. Colored or black lights may also be options.

4. Signs: Individual letters or complete signs that communicate information in a retail store. Examples: posters, banners, flags, hanging signs, counter signs, or cards

5. Materials: Tools or equipment used in the construction of displays. Examples: foam board, tissue, wood, plastic, tape, wire, pins, glue, hammers, and dowels

E. Utilize the elements and principles of design in visual merchandising.

1. Elements of design:

a. Color. One of the most influential elements of design used in visual merchandising. It is the fastest way to attract attention. Colors help to create an impression. Example: An orange beach ball might be placed beside an orange bathing suit in a display space with a blue background. (complementary colors utilized)

b. Line. Directs how you want the customer to view the presentation. Line predicts movement. Example: Skiwear might be displayed using a background with vertical stripes to suggest power and height.

c. Shape/silhouette. The outline of the display. Example: Spotlights might be placed behind the display to highlight the silhouette of each apparel item.

d. Texture. In display, smooth, shiny surfaces reflect light where nubby surfaces absorb light and appear darker. Example: Silks and satins should be used for feminine displays, while tweeds and wools would work best for outdoor displays.

2. Principles of design:

a. Balance. The display may be symmetrical (formal) imparting a more calming mood or asymmetrical (informal) reflecting a flamboyant mood. Example: A mannequin dressed in teal and purple could be balanced by using a curving ivory staircase.

b. Proportion. All merchandise and props used in a display should be of an appropriate size in relationship to other items in the display. Example: Chairs and tables used in a display of children’s back to school clothing should be of appropriate size and height to be used by the children who might wear the clothes being shown.

c. Emphasis. Focal point or concentration of interest should be defined to the customer. Example: Spotlights might be used to place focus on a new, trendy fashion item.

d. Rhythm. Brings continuity or easy eye movement to the display. Draws the customer’s eyes from side to side, back to front, element to element. Example: A mannequin’s hands should be arranged so they lead the customer’s eyes to the accessories displayed close by.

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