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VISUAL MERCHANDISING

VISUAL MERCHANDISING. Where do retailers use visual merchandising?. Four areas of display in a retail store Storefront Store Layout Store Interior Interior Displays. STORE INTERIOR. Fixtures: Store furnishings Permanent and movable Display cases Counters Shelving Racks Benches

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VISUAL MERCHANDISING

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  1. VISUALMERCHANDISING

  2. Where do retailers use visual merchandising? Four areas of display in a retail store • Storefront • Store Layout • Store Interior • Interior Displays

  3. STORE INTERIOR • Fixtures: Store furnishings • Permanent and movable • Display cases • Counters • Shelving • Racks • Benches • Size, variety and quality affects clientele

  4. INTERIOR DISPLAYS Purpose • Show merchandise • Provide product information • Reinforce print/other advertising

  5. INTERIOR DISPLAYS Purpose • Promote store’s image • Usually promotional • May serve as part of selling space

  6. Closed: see, not touch Jewelry Open: encourages handling Clothes racks Architectural: shows use of product Room vignettes Kitchen set-ups Point-of-purchase: promote impulse buying Tabloids, candy at check-out Decorations: promote seasonal or holiday themes Types of interior displays

  7. Display Design Every display must have: • Balance – equal distribution of objects • Formal: identical on both sides (symmetrical) • Informal: not visually identical • Point of Emphasis – point of eye contact • Contrasting color • Contrasting shapes, size, textures • Highlighting with spotlight • Placement – something in foreground

  8. Harmony – pleasing effect of combinations • Proportion – (Scale) The relationship of the design elements to each other; pleasing effect on the eye • How do the elements relate? • Consider the side of the space in the window • Consider the size of objects to be used in the window

  9. Harmony – pleasing effect of combinations • Rhythm – line direction, eye movement • Pyramid/cylinder • Step or progression: progression of sizes or color (light to dark) • Zigzag: background, middle, foreground • Repetition: (xxx) multiples of the same shape or color • Alternation: (xoxo) when certain shapes or colors are used alternatively (light against dark colors, warm colors with cool) • Radiation: emphasis in middle; all radiates from center (sun)

  10. AREAS OF WINDOW DISPLAY • Bow – most important part, seen the most; Used for main attraction, catch the eye • Center panel – runs ceiling to floor • Floor – used for tie-in items to help bring attention back to window • Back/side walls – hanging, accessories • Door wall – last chance for customer before entering store

  11. Evaluating a Window Display Ralph Lauren • Theme: • Balance: • Emphasis: • Proportion: • Rhythm: • Harmony: Seasonal Asymmetrical Contrast Proportional Alternation Yes

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