Why Do We Display 1 Visual Merch is showing merch and concepts at their very best with the end purpose of making a sale 2 The merchandiser reinforces the store s image with the type of mannequins shown the merch displayed and the manner in which the mannequins are dressed positioned and lit 3 Educate consumers on the new hot item how to wear it and what it is made of 4 Must ensure the shopper that the interior presentation keeps with the display shown on the exterior Visual Merchandising 1 Process of promoting the sale of products by producing mental images that urge potential customers to make purchases 2 Total promotional mix is a combo of communication tools that tells targeted customers about a store and its merchandise Advertising in store marketing special events personal selling visual merchandising 3 3 Basic elements of communication the sender the message and the receiver Brand Image 1 Combo of tangible and intangible factors that describe what a shopper thinks about his or her relationship with a store Includes store environment reputation and service 2 Driven by retailers 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 3 Location of store is very important 4 Breaking the cookie cutter mold and stretching brand image by making everything unique 5 Stages in Consumer info procession Exposure Attention Comprehension Agreement Retention Retrieval Consumer decision making and action taken Merchandising Techniques 1 Visual Appeal involves arranging merch in a manner that will make fashion sense to the shopper and help them buy quickly efficiently and comfortably Makes it easier for shopper to locate desired merch self select coordinate and accessorize on her own provide info on sizes colors prices takes the stress out of shopping saves time etc 2 Customer Oriented Merch shown in ways that relate to shoppers needs preferences and aspirations 3 Dominance by Color Folding stakcing and hanging by color Use color blocking or arranging by the color wheel 4 Dominance by Coordination Shoppers see how pieces can be mixed and matched Patterns or prints together soft and hard lines 5 Dominance by Brand Name 6 Dominance by Size Determining factor for purchase use sold garment as a separator between patterned merch 7 Dominance by Price 8 Dominance by End Use 9 Front to back merch best to show from the main aisle to the rear wall of the space Few items should be featured upfront facing the main aisle Dominance factor is most important Atmospherics 1 Design strategy A plan of action to achieve a particular retail goal 2 Atmospherics A strategic tool that used effectively gives the retail operation personality and brand image that help reach it s financial goals Ensures that selling floors will be organized easy to shop and filled with eye catching merchandise centered displays that will attract shoppers and encourage multiple sales Store Layouts 1 Grid Layouts Linear design with fixtures arranged on parallel aisles Fixtures are positioned in a checkerboard pattern with May be one primary isle with several secondary aisles Efficient in terms of space and helps shoppers see and reach merchandise simple to navigate and easy to maintain Example Grocery stores vertical and horizontal isles that run throughout the store 2 Free Flow Layout Selling fixture arranged in loosely grouped informal nonlinear formations to encourage browsing Critical to provide enough room between fixtures so traffic can Encourages shoppers to move easily from one department to Example Boutiques flow another 3 Racetrack Layout Features a traffic aisle that loops around the store s perimeter Exposes shoppers to a great deal of merchandise Example Target 4 Soft Aisle Layout Fixtures are arranged into groups sometimes with a 5 ft aisle along merch wall sections Encourages customers to shop walls and move easily around Example Men s stores or Sporting Goods store the entire store 5 Minimal Layout Merchandise is presented on the walls with minimum use of selling fixtures on the floor Allows for wide open spaces in the center of the store where customers can stand and survey the entire collection of merch Example High end retail stores with designer merchandise 6 Combination Floor Layout Employs the best features of standard layouts in one overall plan that suits the retailer s specific strategy Two Principles of Universal Design 1 Principle One Equitable use and says that a design should be useful and marketable to people with diverse abilities 2 Principle Two Design building elements and furnishings of an appropriate size and space for approach reach manipulation and use regardless of the user s body size posture or mobility 3 Regulations spelled out in the Americans with Disabilities Act Layouts within Selling Departments 1 Permanent Layouts Predictable or comfortable for repeat shoppers Seldom Change 2 Non Permanent Layouts Flexible and can change When a fresh trend emerges Seasons change Which Layouts to Use 1 Every sq ft of a store must be profitable and often when retail space is leased rent is based on sales per sq ft 2 When total sales are divided by leased sq footage store length x store width the merchant is able to determine productivity or sales per sq ft 3 This number will determine where not only departments are placed with a store but also where the merch within a department is placed 4 If a department shows poor numbers and has prime selling space a floor move may be considered Design Elements and Principles of Design 1 Elements Tools Color Texture Proportion Direction Line Shape Size Sequence Tension Unity Harmony Balance Repetition Rhythm 2 Principles Rules Emphasis Contrast Surprise Color 1 People buy color before they buy size fit or price Not everyone reacts the same way to a color Color preferences change 2 Color psychology Very important in visual merch Many theories have been formed concerning the effects of colors on people and their moods while shopping 3 Color Schemes Monochromatic One color in different vales and intensities Analogous 2 or more adjacent colors that reinforce each other and create a close harmony Yellow with yellow green Complementary 2 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 Yellow and Violet Split Complementary 3 colors one central color plus 2 on either side of it s complement Yellow with red