FINAL EXAM STORE EXTERIORS how and where we display depends on architecture and fenestration fenestration window displays Signs first impression on the shopper should be the store s signature personal original and recognizable should make a statement Marquees some older entrances have marquees or architectural canopies old movie theater style extend out over entrances exciting place to start the display of a storewide event promotion offers increased visibility Banners outdoor fabric banners are inexpensive and expendable colorful eye catching should be changed with seasons or store events if left up for too long can be overexposed has to match companies image same fonts color schemes etc reinforce and idea and present dimensionally can be hung from flagpoles projected from building or hung flat against it Planters flower boxes and plants outside a store add general ambiance to store set below and in front of display dramatize window presentation by adding depth to the setting help break up the concrete and window and make it more appealing can be changed with seasons Awnings supply shelter in inclement weather make viewing window display more pleasant cuts down on glare of window reduce effects of sunlight on merch more used to add color eye appeal to storefront name on awnings lights different colors to draw attention etc Outdoor lighting requires extra expenditure of electrical energy effect of lighting is limited to the twilight and evening hours most effective for holidays and store events adds some decoration to the store exterior as well as illuminating store Windows in storefront design 1 straight front run parallel to the street get view of whats in the window from passing entrance usually in between two windows may be closed back open back or elevated 2 angled front entrance is recessed from teh street windows usually under some kind of enclosure display windows lead back from street to entrance creating aisle for shopper back end of window is on the same wall as the entrance that wall can be closed partially closed or open backed 3 arcade front series of windows with backs and three sides of glass coming forward from entrance wall set back from the street backs can be closed in with mirrors backing etc usually has some sort of coverage advantage 4 corner window faces 2 streets perpendicular to each other window with double exposure and double traffic can be the sole display showcase for a store with an entrance near the street has two adjacent panes of glass meeting at right angles back may be opened or closed Mall store fronts facades are now changing bc shopping centers are replacing main streets 1 Open Facade no visible barrier bw shopper in the mall aisle and the store only indicator transition is the change in the floor or see the gate that closes the entrance no display windows door displays can come out to show 2 Glass facade display windows to one or either side of the glass doors that are usually open during business hours glass panels extend from floor to the ceiling mannequins often stand on the floor eye to eye with shoppers or elevated on platforms or risers store interior can be viewed through glass facade 3 Closed facade windows are closed off only entrance is visible suggest something special goingo n inside teens tweens and upscale boutiques STORE INTERIORS focal points place in the retail setting where emphasis has been placed to attract shopper as directional force accented area reinforces stores image island display viewable from all sides found in newer mall stores important area well lit presents store color style event or storewide promotion Risers platforms display figure set off the aisle or in dpt spotlighted from above to identify an area or promote the runway a platform that can become a focal display all garments in the presentation has commonality catwalks overhead walkways used with extra high ceilings cover over the floor used to show off manneq in featured garments counters major area for merch presentation point of purchase display case often 2ft deep merch usually stocked below behind the display museum case serve as a counter or demonstration area display case colum pedestal w 5 sided glass case on top and taller than counter merch is raised to customers eye view demonstration cubes rug upholstered laminanted or wood finished blocks found on sellin floor and grouped clustered can be for manneq display for laydown merch popular in mid traffic areas to attract into department or special products ledges traditional raised 5 ft from floor often an island on selling floor usually a op surface of a backup storage unit behind counter customer should not be able to touch usually lit from above shadow boxes mini display windows or elevated display case worked into floor design usually at eye level shallow limited lighting show small acces should be changed frequently to stay with trend enclosed display fully glassed in platform larger than shadow box and can hold manneq purpose same as closed back window show merch in protected area location entrance to dept line an aisle or part of a perimeter wall fascia horiz board panel 6 5 7ft off ground used to conceal lights and as background for merch display should tell whats being sold below used as both merch decorating tech to identify the merch in department 100 traffic areas locations through store that get heavy traffic ex around elevators escalators major staircases quick impulse shopping low prices easy to sell merch promoted should be changed frequently attract customers to merch displays WALLS walls and retail selling tools walls largest selling tool and one of most imp fixtures effective use of store walls capture customer attention upon entering draw shoppers farther into store communicate fashion info and encourage multiple purchases walls as destinations disperses traffic into selling departments shoppers will be exposed o and inspect more merch have more merch on walls spend more time browsing stores entire assortment customer return to main aisle thru dept they have already visited walls acct as way finding tools way finidng tools guiding shoppers to products they have come to see and buy signs dpt classifications walls serve as merch locators reflect prod categories featured on adjacent selling floors reinforce stores brand image surface textures colors lettering etc Types of walls Perimeter walls outer walls commonly divided and merch by sections Interior walls guide traffic