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Visual Merchandising

Visual Merchandising. What is Visual Merchandising?. Visual merchandising is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchases. Objectives. Define visual merchandising and understand its goal.

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Visual Merchandising

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  1. Visual Merchandising

  2. What is Visual Merchandising? • Visual merchandising is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchases.

  3. Objectives • Define visual merchandising and understand its goal. • Identify different merchandising techniques and themes. • Identify the major areas of merchandising and display within a store and the purpose of each.

  4. The Purpose of Visual Merchandising • The goal of visual merchandising is to set a MOOD that will turn shopper's heads! • The use of visual effects to increase sales!

  5. Merchandising Techniques • Permanent/Total Environment Merchandising– A permanent store setting that remains constant throughout the year and enhances the merchandise Ex: Disney World, Universal Studios, Epcot, the original Banana Republic, Hard Rock Café

  6. Merchandising Techniques • Themes: Semi permanent store settings that change depending on the retailers merchandising philosophy and schedule. • Usually featured as a Theme

  7. Merchandising Themes SEASONAL - Summer (Easter - May), Fall (August), Winter (October-November and January), Spring (mid-February)  HOLIDAYS - Christmas (at least 6 weeks), President's Day, Easter, Parent's Days (Mother's and Father's Day), Valentine's Day (February), Columbus Day (October) CREATIVE THEMES - merchandise-oriented display that is a result of the ingenuity of the display persons and their inherent creativity (sporting events, grand ballroom festivities)

  8. Merchandising Themes INSTITUTIONAL THEMES - themes based on the organization's interests, activities, and image; builds an image of the store in the customer's mind (celebrating the millennium, saluting a charity)  SPECIAL EVENTS AND PROMOTIONS - sets the mood for a particular spectacular (lighting of the Christmas tree in Chicago's grand atrium, Macy's annual Flower Show in NYC) 

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

  10. Includes: Signs Marquee Entrances Window Displays STOREFRONT

  11. Marquee: sign used to display store’s name Attracts attention Location Projects initial image STOREFRONT

  12. Entrance: types of doors/doorways Customer convenience Store security Image projection STOREFRONT

  13. Window displays Attract attention Suggest merchandise within Suggest store atmosphere STOREFRONT

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