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Chapter 16: Visual Merchandising

Chapter 16: Visual Merchandising. Visual Merchandising. The professional presentation of merchandise in a store setting that is designed to motivate customers to come into the store and/or purchase items for sale. The Difference Between Large and Small Companies.

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Chapter 16: Visual Merchandising

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  1. Chapter 16: Visual Merchandising Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  2. Visual Merchandising The professional presentation of merchandise in a store setting that is designed to motivate customers to come into the store and/or purchase items for sale. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  3. The Difference Between Large and Small Companies Large companies generally have a centralized management approach where actual display is executed based on direction from the company’s design team. Small companies will use freelance professionals to install displays and provide assistance for sales floor merchandise. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  4. The Department Store Approach • Full time staff • Develop and execute visual programs • Headed by visual merchandising director or VP • Team can include: prop builders, signmakers, painters, carpenters, photographers, and trimmers. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  5. The Chain Store Approach • One or two people travel from store to store installing displays and making interior merchandise changes • Small team operates from company headquarters and plans each window • Sample windows are created, photographed and sent with props to individual chain Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  6. CVM Is Used Because • Saves considerable amounts of money by eliminating the necessity for trimmers • The practice guarantees the uniformity of visual presentations throughout the chain’s stores • Allows changes to be made throughout the organization without sending people to each store Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  7. Freelancing • Professional service for small companies • Provide all elements of the display except mannequin • Use retailer’s mannequin and merchandise to create visual displays • Fee based • One year contract Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  8. VM Timeline • Work with buyer to determine which fashions will be featured and how they will be presented to customers • 6 month calendar established • Date of presentation • Merchandise classification/Institutional theme • Background materials/props • Length of installation • Buyer works with vendors to assure delivery of merchandise before installation Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  9. Interiors • No longer mannequin-based installations • Current emphasis is on well-stocked stores with neatly stocked fixtures • Environmental visual concept • Seasonal interior changes Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  10. Elements of Visual Presentation • The merchandise • Materials and props • Mannequins • Lighting • Color • Signage and graphics Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  11. Lighting Is Used to • Attract attention • Create a mood • Enhance store image • Provide flexibility Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  12. Rules of Color • Monochromatic color scheme • Analogous colors • Complementary color scheme • Split complementary • Triads Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  13. The Principles of Design • Balance • Symmetrical • Asymmetrical • Emphasis • Size • Repetition • Contrast • Unique placement • Proportion • Rhythm • Harmony Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  14. To Maximize the Success • Maintain the component displays • Promptly remove displays • Do a walk-through each day • Maintain self-selection merchandise • Rotate merchandise Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

  15. Trends in Visual Merchandise • Decreased use of formal window displays • Increased attention to interior displays • Return to traditional mannequins • Increased use of low-voltage lighting • Significant use of graphics • POP fixturing • Vendor participation Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

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