WHY DO WE DISPLAY Visual merchandising is showing merchandise and concepts at their very best with the end purpose of making a sale We may not actually sell the object displayed or the idea promoted but we do attempt to convince the viewer of the value of the object Add on selling increases a store s profits by showing customers different ways of putting outfits together Displays are necessary to attract customers to the store Displays sell Show to sell Presents more than merchandise Image of who or what the shopper can be when using the merchandise displayed When displaying it s important to consider who the store s customer is target market The store s image and fashion trendiness Promoting Store Image The merchandiser reinforces the store s image with the type of mannequins shown the merchandise displayed and the manner in which the mannequins are dressed positioned and lit Promotes fashion trendiness Educating Consumers In addition to selling actual merchandise displays can be used to introduce a new product a fashion trend or a new look or idea They can also be used to supply pertinent information such as the price fabric content or brand name Buyers need to know about textiles because it determines quality price function target market and comfort Buyers need to know about textiles because it determines quality price function target market and comfort o Number 1 question asked by customers in retail Can I wash it will it shrink What kind of finishes are on this Displays can be used to educate the consumer on what the new hot item is how it can be worn or used and how it can be accessorized Best Face Forward The visual merchandiser may create a display that stimulates tantalizes or arouses the shopper s curiosity to such a degree that he or she is challenged to enter the store and wander through it whether they are interested in the product in the display or not This creates more opportunities to sell something to the shopper because they became a walk in instead or a walk by They must ensure the shopper that the interior presentation keeps with the display shown on the exterior What is Visual Merchandising Visual merchandising impacts store design store signing departmental merchandise placement and display atmospherics and store brand image Mom and pop store refers to small independent retailers where sales staff or freelance visual merchandisers may perform the visual merchandising tasks Merchandise should be displayed and signed so effectively that it can sell itself Another way visual merchandising can be defined is as the process of promoting the sale of products by producing mental images that urge potential customers to make purchases Visual Merchandising Supports Retail Strategies Successful stores have mission statements that describe how they will serve their target markets What is a target market It is an identified targeted segment of the population that research indicated is a good fit for a retailer s product or service offerings This is the group at which the retailer aims all of the store s promotional communication efforts Total promotional mix is a combination of communication tools advertising in store marketing special events and personal selling and visual merchandising that tells targeted customers about a store and its merchandise Visual merchandisers physically carry out a store s promotional selling strategies by o Window and interior displays that support advertising goals o Promotional signing for in store selling o Workable departmental layouts and interior d cor o Merchandise fixture layouts for day to day operations o Placement and presentation of merchandise on walls and fixtures o Working as team members with the store s promotional staff Visual Merchandising Communicates with Customers Three basic elements of communication the sender the message and the receiver The retailer sends the message The retailer s store communicates a unique merchandising message The retailer has chosen a specific person to send this message to the retailer s communication goal attracting customers and making sales Communicating Retail Brand Image Retail brand image is a combination of tangible and intangible factors that describe what a shopper thinks about his or her relationship with a store A store s brand image is the retailer s identity in a shopper s mind It encompasses not only merchandise brands and types but also store environment reputation and service Brand image describes not only how the store looks but also how it acts toward its customers The Mission Statement Communicates Brand Image Brand image is generally driven by the retailer s mission statement a formal expression of the retailer s purpose for operating the business o Mission statement summarizes what the company and its products or services are all about whom it hopes to serve and how it hopes to do it Most important factor is how effectively the retailer is able to get their message across to the customer It is not important how long a mission statement is Store Interiors Communicate Brand Image Retailers choose their target customers and develop strategies that match their customers values and self images Environment should communicate brand image Every fixture sign and display in the store must fit the brand Store Location Communicates Brand Image Location is important because of convenience Retail communication is most effective when the message sent is clear and consistent with image Stretching Brand Image Most chain stores look the same from location to location and are often referred to as cookie cutter stores It is more expensive venture for a retailer to design and build many different prototypes but it clearly has an advantage over cookie cutter stores Today this is changing in many stores as retailers begin to stretch their brands and pique shoppers interest Retailers who find that the expense of creating a new design for every store is not a viable alternative have opted for other ways to make their stores unique They are introducing new products that are exclusive to different store locations This puts excitement and fun back into the mix for global shoppers who have become bored Others are offering services that are unique by location like Burberry s custom trench coat service and Mad Tea Cup caf in the their New York City store Expanding Store Offerings Another way that retailers are making their brands unique is by expanding Add fun to the assortment by offering new items