real merchandising
DESCRIPTION
Basic Idea of MerchandisingTRANSCRIPT
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ADVANCED FASHION: STANDARD 9VISUAL MERCHANDISING
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VISUAL MERCHANDISING
Visual Merchandising: The physical display of goods in the most attractive and appealing ways. Store Layout: the interior arrangement of
retail facilities. Selling areas: where merchandise is
displayed and customers interact with sales personnel. (75-80% of the total space)
Sales support areas: devoted to customer services, merchandise receiving and distribution, management offices and staff activities.
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VISUAL MERCHANDISING
Floor Plan: A drawing showing arrangement of physical space, such as showing the positioning of merchandise groups and customer services for a retail store.
Grid Layout: A retail floor plan that has one of ore primary (main) aisles running through the store, with secondary (smaller) aisles intersecting with them at right angles.
Maze Layout: A free-flowing retail floor plan arrangement with informal balance.
Fixtures: Shelves, tables, rods, counters, stands, easels, forms, and platforms on which merchandise is stocked and displayed for sale.
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MERCHANDISE PRESENTATION
Merchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores.
Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom.
Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles.
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RETAIL FIXTURES
Carousels: Circular racks that turn.
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RETAIL FIXTURES
Dump tables/bins: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement.
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RETAIL FIXTURES
Four-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around
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RETAIL FIXTURES
Rounders: Circular racks on which garments are hung around the entire circumference
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RETAIL FIXTURES
T-stand: Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight arm and one waterfall.
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RETAIL FIXTURES
Waterfall: A fixtures with an arm that slants downward, that contains knobs to hole face-forward hangers with clothing at various levels.
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DISPLAYS
Displays: individual and notable physical presentation of merchandise.
Displays are intended to: Stimulate product interest
Provide information
Suggest merchandise coordination
Generate traffic flow
Remind customers of planned purchases
Create additional sales of impulse items
Enhance the store’s visual image
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INTERIOR DISPLAYS
Locations for interior displays:
Just in the entrance
Entrance to department
Near cash/wrap
Next to related items
Across from elevators and escalators
Ends of aisles
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COMPONENTS OF DISPLAYS
Merchandise
Lighting
Props
Signage
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MERCHANDISE
More interesting if in odd numbers
Groups: One-category, or line-of-goods
Related groupings: go together or reinforce each other
Theme groupings: event, holiday, etc.
Variety or assortment groupings: collection of unrelated items all sold at the same store.
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LIGHTING
Used to direct customer’s attention to the display Use more light for dark colors, less light for light
colors Beamspread; the diameter of the circle of light Beamspread techniques:
Floodlighting: recessed ceiling lights to direct light over an entire wide display area
Spotlighting: focuses attention on specific areas or targeted items of merchandise
Pinpointing: focuses a narrow beam of light on a specific item
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PROPS
Objects added that support the theme of the display. Functional Props: used to physically support the
merchandise. (mannequins, stands, panels, screens, etc)
Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc)
Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)
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SIGNAGE
Includes individual letters and complete signs. Often on some kind of holder.
Can tell a story about the goods. Should try to answer customers
questions. Should be informative and concise. Can include prices, sizes, department
location.
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WINDOW DISPLAYS Seen from outside of the store.
First contact with the customer.
Can have a series of windows.
Advantages of Window Displays:
Establish and maintain an image
Arouse curiosity
Disadvantages of Window Displays:
Expensive to design and maintain
Requires space
Merchandise can get ruined (sun ,etc)
Glare
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TYPES OF WINDOW DISPLAYS
Enclosed windows: have a full background and sides that completely separate the interior of the store from the display window. Ramped windows: floor is higher in back
than in front
Elevated windows: from 1 to 3 feet higher than sidewalk
Shadowbox windows: small, boxlike display windows
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TYPES OF WINDOW DISPLAYS
Semi-closed windows: 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 people walking by
Island windows: four-sided display windows that stand alone, often in lobbies.
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