Bell Ringer • Ramiro has accepted three credit card invitations and now has three cards with limits of $7,000, $5,000, and $9,500. He currently has these cards charged up to 75 percent of his limit. How much does he owe?
Bell Ringer Answer • $7,000 + $5,000 + $9,500 = $21,500 • $21,500 * 75% = $16,125 • Ramiro has $16,125 worth of debt.
Learning Targets • Explain the purpose of visual merchandising in the fashion industry. • Describe the display areas of a store. • Identify the design elements of displays.
Visual Merchandising for Customers • Existed since retailers began selling • Vendors arrange goods to be more attractive to promote sales.
Visual Merchandising Today • Visual merchandising is the integrated look of an entire store. • It is all of the physical elements in a place of business that projects the right image to customers.
The Role of Display • Grab customers’ attention • Increase sales • A display is a presentation of merchandise to attract customers so they will examine it and buy it.
Creating Visual Merchandising • The goal of effective visual merchandising is to sell goods by promoting the store image and creating a positive shopping experience for the customer. • Retail stores use 4 display areas to achieve this goal: • Storefront • Store layout • Store Interior • Interior Displays
The Storefront • The exterior of a store. • It gives the first impressions of the store. • Exterior visual merchandising features include: • Signs • Marquees • Entrances • Window Displays
The Store Layout • The arrangement of floor space order to promote sales of fashion products. • Common Layouts include: • Free-Flow • Grid Layout • Spine • Loop
Free-Flow Layout • Advantages: • Allows for browsing and wandering freely • Increased impulse purchases • Visual appeal • Flexible • Disadvantages: • Loitering encouraged • Possible confusion • Waste of floor space • Cost • Difficulty Cleaning
Grid Layout • Advantages: • Low cost • Customer familiarity • Merchandise exposure • Ease of cleaning • Simplified security • Disadvantages: • Plain and uninteresting • Limited browsing • Stimulation of rushed shopping behavior • Limited creativity in decor
Spine Layout • Advantages: • One aisle that runs from the front to the back. • Sub aisles • Disadvantages: • Discourages customers to browse
Loop Layout • Advantages: • Draws customers around the store • Encourage impulse buying • Disadvantages: • Long and deep aisles
The Store Interior • Other visual merchandising techniques used inside of the store: • Lighting • Color Schemes • Store Fixtures
Interior Displays • Interior and In-Store displays are a critical part of the general store interior. • Visual excitement is created by using: • Space Design • Fixtures and Hardware • Mannequins • Floor and Wall Coverings • In-Store Signage
Display Styles • Different stores allow various degrees of flexibility and creativity in visual display styles.
Display Staff • Retail stores have staffs of people responsible for displaying the merchandise in the store.
Design Elements of Display • Visual merchandisers focus their efforts on everything from designing the visual floor plan of the store to the well-dressed mannequins. • Merchandisers use color, lighting, and harmony.
Fashion Display Themes • Visual merchandisers use the display elements when developing their fashion or merchandising themes. • A theme gives a store focus and provides a consistent look within the store and within a group of stores.
Theme Planning • Themes are planned well in advance. • Calendars are developed to coordinate the implementation of visual presentations. • Themes: • Recent of upcoming events • Cultural activities • Historical events • Store promotions • Seasonal color palettes • Current fashion trends
Fixtures • Permanent or movable store furnishings that are used to hold or display merchandise. • Display cases, counters, shelving, racks, benches, and tables.
Required Fixtures • Some vendors require that stores present their merchandise on special fixtures that display the designer name.