VISUAL MERCHANDISING WHAT IS VISUAL MERCHANDISING The physical

VISUAL MERCHANDISING

WHAT IS VISUAL MERCHANDISING? The physical display of goods in the most attractive and appealing ways The goal of visual merchandising is to please customer senses as shoppers enter and move around the store As opposed to advertising, visual merchandising reaches customers when they are in the store, resulting in immediate purchases

THE IMPORTANCE OF VISUAL MERCHANDISING Main purpose: Sell goods and promote the store image Educate consumers about new item trends or show new items can be worn or accessorized Gains attentions for the store Generate traffic flow Create traffic flow BY DOING ALL OF THIS, SALES WILL INCREASE!

THINK, PAIR, SHARE: IS THIS DISPLAY A GOOD EXAMPLE OF VISUAL MERCHANDISING?

TYPES OF FIXTURES Capacity fixtures: Holds a larger amount of merchandise Most often positioned to the tear or interior of the store. Sale items are featured on these. Feature fixtures: Designed to hold small amounts of merchandise that face outward toward shoppers Usually used for fashion forward items, featuring the news and most exciting items in stock. Ex. Waterfalls

ELEMENTS THAT INFLUENCE FLOOR PRESENTATION Color Vendor concentration Fashion themes (prom, career, resort themes) Brands Holiday or seasonal changes Signage Point-of-sale display

POINT OF SALE DISPLAYS a specialized form of sales promotion, that is found near, on, or next to a checkout counter Intended to draw the customers’ attraction to products, which may be new products, or on special offer, and are also used to promote special events

PLANOGRAMS Visual representations of store’s products or services Defines where and in what quantity products are placed on a shelving unit

MERCHANDISE FLOW The process by which merchandise is rotated within a department to achieve better visual exposure and to increase sales. Is seasonal merchandise affected by merchandise placement? Why or why not? Do the target markets’ buying habits affect merchandise placement? Why or why not?

LIGHTING Lighting is used to direct customer attention to displays The color of the items in the display and store placement of the display affect the amount of light needed.

SIGNAGE Signage includes individual letters and complete signs Signs are often mounted in chrome or Plexiglas sign holders of standard sizes A variety of signs may be used, including counter signs, posters, hanging signs, manners and flags, elevator cards and easels