Midterm Review Why Do We Display What is 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 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 What are the functions of displays 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 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 This creates more opportunities to sell something to the shopper because they became a walk in instead or a walk by What does visual merchandising impact Visual merchandising impacts store design store signing departmental merchandise placement and display atmospherics and store brand image What is a target market It is your customer status income etc What elements are part of promotional mix A combination of communication tools that tells targeted customers about a store and its merchandise Advertising In store marketing Special events Personal selling Visual Merchandising What is retail brand image 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 shoppers minds 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 What things in the store should fit brand image Describes not only how the store looks but also how it acts towards its customers The Mission Statement Brand image is generally driven by the retailer s mission statement a formal expression of the retailer s purpose for operating the business 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 Store Interiors 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 Location of stores is also important when considering a store s brand Retail communication is most effective when the message sent is clear and consistent with image How are stores expanding their store offerings Add fun to the assortment by offering new items and categories Stretch brand to appeal to a broader customer base Example Coach they offered more colors new items like shoes furniture and pet bowls How do retailers stretch their 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 This puts excitement and fun back into the mix for global shoppers store locations 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 How does visual merchandising support selling Effective visual merchandising efforts can supplement and support the sales staff of any store Visual merchandising can transform a shopper into a customer who makes a purchase It can suggest add ons or an entire outfit A fully accessorized visual merchandising treatment educates customers about when and how to wear fashion and trend items In this way effective merchandise presentation provides fashion direction to customers who may not trust their own fashion savvy Visual merchandisers have had to become experts at anticipating and responding to lifestyle trends They study how their target customers live their lives They try to understand what shoppers want in new products and how shoppers use the products they buy They must interpret the trends within the store s physical setting so that people know what s important today Core Design Strategies What are the core design elements What is the biggest motivation for buying something Color s Allure Biggest motivation for shopping people buy color before they buy size fit or price Why is color a powerful visual element Color psychology is very important in visual merchandising Many theories have been formed concerning the effects of colors on people and their moods while shopping Some stores introduce a whole new palette each season it is the new color of season that bring customers into the stores Why is understanding the effect of color on color important Understanding the effect of color on color enables selection of the proper settings and accessories for the merchandise and the store s fashion image Are color trends limited to clothing only Color trends are not limited to clothing What is a color story Color coordinated or color keyed product grouping that shows how to use a season s trend colors Are textures suggestive Textures are suggestive they can suggest familiar symbols or memories Can texture affect the color of merchandise Textures can absorb or reflect light provide contrasts that enhance the feature of merchandise help set mood and actually invite a shopper to touch the merchandise Should all the texture work well together and be balanced in an arrangement Must be balanced In an ensemble there should be a relationship of textures that all work well together What is texture Texture is how a surface actually feels to the touch or how it appears that it might feel if touched Why is texture important to store designers and