1 / 11

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

lelia
Download Presentation

VISUAL MERCHANDISING

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related