VISUAL MERCHANDISING Where do retailers use visual merchandising

VISUAL MERCHANDISING

Where do retailers use visual merchandising? Four areas of display in a retail store ü Storefront ü Store Layout ü Store Interior ü Interior Displays

STORE INTERIOR • Fixtures: Store furnishings – Permanent and movable – Display cases – Counters – Shelving – Racks – Benches • Size, variety and quality affects clientele

INTERIOR DISPLAYS Purpose – Show merchandise – Provide product information – Reinforce print/other advertising

INTERIOR DISPLAYS Purpose • Promote store’s image • Usually promotional • May serve as part of selling space

Types of interior displays • Closed: see, not touch – Jewelry • Point-of-purchase: promote impulse buying – Tabloids, candy at • Open: encourages handling check-out – Clothes racks • Architectural: shows use of product – Room vignettes – Kitchen set-ups • Decorations: promote seasonal or holiday themes

Display Design Every display must have: • Balance – equal distribution of objects – Formal: identical on both sides (symmetrical) – Informal: not visually identical • Point of Emphasis – point of eye contact – Contrasting color – Contrasting shapes, size, textures – Highlighting with spotlight – Placement – something in foreground

• Harmony – pleasing effect of combinations • Proportion – (Scale) The relationship of the design elements to each other; pleasing effect on the eye – How do the elements relate? – Consider the side of the space in the window – Consider the size of objects to be used in the window

• Harmony – pleasing effect of combinations • Rhythm – line direction, eye movement – Pyramid/cylinder – Step or progression: progression of sizes or color (light to dark) – Zigzag: background, middle, foreground – Repetition: (xxx) multiples of the same shape or color – Alternation: (xoxo) when certain shapes or colors are used alternatively (light against dark colors, warm colors with cool) – Radiation: emphasis in middle; all radiates from center (sun)

AREAS OF WINDOW DISPLAY • Bow – most important part, seen the most; Used for main attraction, catch the eye • Center panel – runs ceiling to floor • Floor – used for tie-in items to help bring attention back to window • Back/side walls – hanging, accessories • Door wall – last chance for customer before entering store

Evaluating a Window Display Ralph Lauren Ø Theme: Seasonal Ø Balance: Asymmetrical Ø Emphasis: Contrast Ø Proportion: Proportional Ø Rhythm: Alternation Ø Harmony: Yes