What is visual merchandising 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 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 Displays are meant to promote store 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 Displays are also a great tool in educating consumers When it comes to introducing new products a fashion trend or a new look or idea They can also be used to supply pertinent information such as price fabric content or brand Informs the consumer what the new hot item is how it can be worn or used and how it can be accessorized Displays should also bring the 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 Visual Merchandising Supports Retail Strategies Window and interior displays that support advertising goals Promotional signing for in store selling Workable departmental layouts and interior d cor Merchandise fixture layouts for day to day operations Placement and presentation of merchandise on walls and fixtures Working as team members with the store s promotional staff What does visual merchandising impact Visual merchandising impacts store design store signing departmental merchandise placement and display atmospherics and store brand image Visual Merchandising supports sales Also impacts and supports retail strategies What is a target market A group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards What elements are part of promotional mix 1 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 What things in the store should brand image Environment should communicate brand image Every fixture sign and display in the store must fit the brand Merchandise should most importantly fit brand image Location Combination of tangible and intangible factors that describe what a shopper thinks about his or her relationship with a store fit 3 basic elements of communication 1 Sender retailer sends image 2 Message store communicates merchandising message 3 Receiver consumer 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 Such as Coach adding more colors shoes furniture and pet bowls How do retailers stretch their brand image Most chain stores are cookie cutter stores look the same from location to location However now many stores are building different interior prototypes from store location to store location to different store locations NYC store Also stores are introducing new products as well as offering services that are exclusive Example Burberry s custom trench coat service and Mad Tea Cup caf in 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 Core Design Strategies What is the biggest motivation for buying something Biggest motivation for shopping buy color before they buy size fit Some stores introduce a whole new each season it is the new color of that bring customers into the Core Design Elements Texture Color Proportion Direction Line Size Tensions Shape Sequence people or price palette season stores Why is color a powerful visual element It can set mood emphasize features and highlight a product Will not be on exam Color Scheme Monochromatic schemes one color in different values and intensities Example navy blue with medium blue and light blue Analogous schemes two or more adjacent colors that reinforce each other and create a close harmony Example yellow with yellow green Complementary schemes consist of two colors that are found opposite each other on the color wheel They do not create close harmony they bring out the intensity of each other Example yellow and violet Split complementary schemes consist of three colors one central color plus the two on either side of its compliment Example yellow with red violet and blue violet Double complementary schemes consist of four colors two colors plus their compliments Example yellow with violet plus green and red Triadic schemes consist of three colors that are equal distance from one another on the color wheel they form a triangle Example orange green and violet It may be up to you to combine merchandise items on the selling floor on fixtures and on walls in ways that make it look attractive to customers Each season colors are given new names and some are considered in one season and out the next Retailers promote different color schemes each season These color schemes should be featured in highly visible areas of the store like entrances isles windows or interior displays These color schemes should pull customers through the entire store Why is understanding the effect of color on color important Background color can either add to or detract from the color of the merchandise presented Understanding the effect of color on color enables selection of the proper settings and accessories for the merchandise and the store s fashion image Neutrals they make up good backgrounds for stores because they allow the merchandise itself to have full impact They do not compete with the merchandise on display Are color trends limited to clothing only It is important to note that