Fashion Window Displays

1. Fashion Window Displays 08.414 Fashion Marketing Sales & Promotion

2. Visual Merchandising • Describe how and why visual appeal affects sales. • Identify and define elements and principles of design as they relate to visual merchandising. • Outline factors to be considered in selecting merchandise for an interior display and for a window display.

3. Visual Merchandising • The promotional presentation of fashion apparel and accessories. • Methods will depend upon the target customer. • There are 3 purposes . . . • Selling Merchandise • Projecting the image of the store • Educating customers

4. Visual Merchandising • Includes the creation of displays in windows and showcases and throughout a store. • The three dimension arrangement is a creative art. • Quality displays require the application of the principles and elements of design.

5. Visual Merchandising • To keep the customer interested, a standard for successful visual merchandising is frequent revision of the display. • The use of color can attract customers. • Simplicity can focus customer attention. • Allowing customer to focus on few objects helps to achieve visual impact.

6. Steps of Creating a Window Display • Designing – the creative, conceptual, and planning stage of visual merchandising. • Building – gathering all materials and assembling props. • Installing – the final step: cleaning, dressing mannequins, and lighting.

7. Critical Elements of In-store Displays • Fixtures • The furniture and wall units used in stores to display and house merchandise. • Versatile fixtures are store fixtures that are easily changed to meet a new need—a concept that appeals to both customer and retailer.

8. Critical Elements of In-Store Displays • Signs • Must have signs required by law, such as fire exits. • If store believes in inconveniencing customer so that they will stay in store longer, few signs are used. • For customer convenience, signs can quickly lead customers to the departments they seek, can grab their attention, or can provide size and pricing information.

9. Critical Elements of In-Store Displays • Lighting • Impacts the image of the entire store and is used to focus the customer. • How much to use means knowing the customer. • Falls under three categories based on purpose: • Task Lighting – used where a task or job must be done. (Mass merchandising stores) • Accent Lighting – directed at a particular spot with the intent of focusing the customer on specific garments or accessories. (High-end stores) • Space Lighting – creates the ambiance of the store and provides lighting to move through the store.

10. Types of Display Windows • Enclosed – Have a full background and sides that completely separate the interior of the store from the display window. • Semi-Enclosed – have a partial background that shuts out some of the store interior from those viewing the window. • Open Windows – Have no background panel, and the entire store is visible to passersby through the window display. • Island Windows – Four sided display windows that stand alone, often in lobbies.

11. Displaying Merchandise • One-Category Groupings – Highlights a specific kind of item. Similar items, but may be different sizes or colors. • Related Groupings – Presents ensembles of items that go together or reinforce each other. • Theme Groupings – Displays merchandise according to a particular setting, event, holiday, or other theme. • Variety or Assortment Groupings – A collection of unrelated items that are all sold in the same store. Usually for lower priced retailers

12. Interior Retail Display Locations • Just inside the store entrance. • At the entrances to departments. • Near cash/wrap (point of purchase) counters. • Next to related items. • Across from elevators and the ends of escalators. • At the outer ends of aisles. • At open-to-mall or window area.

13. Display Merchandise Selection • Be timely • Represent the stock • Be stocked • Be in demand • Be new • Encourage complementary items. • Coordinate with promotional theme. • Look good in display.

14. Display Evaluation Questions • How effective is the sales appeal? • Was display coordinated with store ads? • Does display help locate merchandise? • Do props enhance or detract? • Is signage legible and easy to understand? • Does signage give selling points? • Do displays work together? • Have displays changed enough to keep customers interested?