Aim What is visual merchandising and why is

Aim: What is visual merchandising and why is it an important part of promotion? Do Now: What first catches your attention when you walk into a store? List the first three things that come to your mind.

Visual Merchandising and Display • Encompasses all of the physical elements that merchandisers use to project an image to customers. • Visual merchandise promotes interest, encourages purchases, reinforces customer satisfaction

Visual Merchandising and Display • Sometimes used interchangeably with the term display • Display refers to the visual and artistic aspects of presenting a product to a targeted group of customers. • Visual merchandise by contrast, encompasses the visual and artistic aspects of the entire business environment

Elements of Visual Merchandising 1. Storefront – Encompasses the store’s sign, logo, marquee, banners, awnings, windows and the exterior design, ambiance and landscaping. • Ex. Target Stores

Elements of Visual Merchandising • Signs – project brand identity. Should be easily recognizable. Ex. Upscale Dept. Store vs. toy merchandiser.

Elements of Visual Merchandising • Marquee – canopy that extends over a store’s entrance. Display company name, hours etc.

Elements of Visual Merchandising • Entrances – Designed with customer convenience and store security in mind.

Elements of Visual Merchandising • Window Displays – initiate the selling process, create excitement, and attract prospects.

Elements of Visual Merchandising 2. Store Layout – refers to the ways that stores use their floor space to facilitate and promote sales. • A typical store layout divides a store into four distinct spaces: • Selling space, Storage space, personnel space, customer space.

Elements of Visual Merchandising 3. Store Interior – Once the general placement for merchandise has been determined, store personnel can develop the visual merchandising approaches for the buildings interior.

Elements of Visual Merchandising • Mannequins, decorations, comfortable seating , innovative props • Color, Lighting, Graphics, and Paint – Changes based on target audience. Walls can be sued to reinforce store image or display merchandise. (higher than eye level displays)

Elements of Visual Merchandising • Fixtures – permanent or moveable store furnishings that hold and display merchandise. Different based on image that store is enhancing. • Store aisle width influences traffic patterns

Elements of Visual Merchandising 4. Interior Displays – if done correctly will enable customers to make a selection without the assistance of a sales clerk.

Elements of Visual Merchandising Architectural Displays

Elements of Visual Merchandising Store Decorations

Elements of Visual Merchandising Open Displays

Elements of Visual Merchandising Closed Displays

Elements of Visual Merchandising Point-Of Purchase Displays

Let’s Summarize • Why is display considered part of visual merchandising? • How does visual merchandising differ from display? • What are the four elements of visual merchandising?

Today’s Activity • Each of the following slide shows an image of a specific style retail store. • Assignment: Identify the various elements of the store interior that stand out in your mind.

1 - Lord and Taylor

2 - Hollister

3 - Abercrombie

4 - Stop and Shop

5 -Nike

6 -DKNY

7 - Apple Store

8 - Gap

9 -Bloomingdales

10 Waldbaums