Created by: Kris Caldwell, Timpanogos High School

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Advanced Fashion Standard 9Visual Merchandising

• Created by Kris Caldwell, Timpanogos High School

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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 stores 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 customers 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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