Bell Ringer Ramiro has accepted three credit card
Bell Ringer • Ramiro has accepted three credit card invitations and now has three cards with limits of $7, 000, $5, 000, and $9, 500. He currently has these cards charged up to 75 percent of his limit. How much does he owe?
Bell Ringer Answer • $7, 000 + $5, 000 + $9, 500 = $21, 500 • $21, 500 * 75% = $16, 125 • Ramiro has $16, 125 worth of debt.
Learning Targets • Explain the purpose of visual merchandising in the fashion industry. • Describe the display areas of a store. • Identify the design elements of displays.
Visual Merchandising for Customers • Existed since retailers began selling • Vendors arrange goods to be more attractive to promote sales.
Visual Merchandising Today • Visual merchandising is the integrated look of an entire store. – It is all of the physical elements in a place of business that projects the right image to customers.
The Role of Display • Grab customers’ attention • Increase sales • A display is a presentation of merchandise to attract customers so they will examine it and buy it.
Creating Visual Merchandising • The goal of effective visual merchandising is to sell goods by promoting the store image and creating a positive shopping experience for the customer. • Retail stores use 4 display areas to achieve this goal: – Storefront – Store layout – Store Interior – Interior Displays
The Storefront • The exterior of a store. – It gives the first impressions of the store. • Exterior visual merchandising features include: – – Signs Marquees Entrances Window Displays
The Store Layout • The arrangement of floor space order to promote sales of fashion products. • Common Layouts include: – Free-Flow – Grid Layout – Spine – Loop
Free-Flow Layout • Advantages: – Allows for browsing and wandering freely – Increased impulse purchases – Visual appeal – Flexible • Disadvantages: – – – Loitering encouraged Possible confusion Waste of floor space Cost Difficulty Cleaning
Grid Layout • Advantages: – – – Low cost Customer familiarity Merchandise exposure Ease of cleaning Simplified security • Disadvantages: – Plain and uninteresting – Limited browsing – Stimulation of rushed shopping behavior – Limited creativity in decor
Spine Layout • Advantages: – One aisle that runs from the front to the back. – Sub aisles • Disadvantages: – Discourages customers to browse
Loop Layout • Advantages: – Draws customers around the store – Encourage impulse buying • Disadvantages: – Long and deep aisles
The Store Interior • Other visual merchandising techniques used inside of the store: – Lighting – Color Schemes – Store Fixtures
Interior Displays • Interior and In-Store displays are a critical part of the general store interior. • Visual excitement is created by using: – – – Space Design Fixtures and Hardware Mannequins Floor and Wall Coverings In-Store Signage
Display Styles • Different stores allow various degrees of flexibility and creativity in visual display styles.
Display Staff • Retail stores have staffs of people responsible for displaying the merchandise in the store.
Design Elements of Display • Visual merchandisers focus their efforts on everything from designing the visual floor plan of the store to the well-dressed mannequins. – Merchandisers use color, lighting, and harmony.
Fashion Display Themes • Visual merchandisers use the display elements when developing their fashion or merchandising themes. – A theme gives a store focus and provides a consistent look within the store and within a group of stores.
Theme Planning • Themes are planned well in advance. • Calendars are developed to coordinate the implementation of visual presentations. • Themes: – Recent of upcoming events – Cultural activities – Historical events – Store promotions – Seasonal color palettes – Current fashion trends
Theme Planning
Fixtures • Permanent or movable store furnishings that are used to hold or display merchandise. – Display cases, counters, shelving, racks, benches, and tables.
Required Fixtures • Some vendors require that stores present their merchandise on special fixtures that display the designer name.
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