CTE 3835 MIDTERM EXAM REVIEW Chapters on Exam Silent Selling 2 3 4 7 Visual Merchandising Design 1 2 3 12 13 15 20 21 Most comes from the green book more so than the red book Look at questions from Top Hat as well Weeks 1 2 Silent Selling Chapter 2 Visual Merchandising and Display Chapter 1 What is Visual Merchandising Company directives Store layout Displays Merchandising Signing Styling Why Do We Display To make sales main reason Give customers an idea of putting looks together hopefully driving multiple sales Silent salesperson Show to Sell Visual Merchandising is showing merchandise and concepts at their very best with the end purpose of making a sale Presents more than merchandise o Image of who or what the shopper can be o The store s image and fashion trendiness Visual Merchandising Supports Retail Strategies Promotional signing for in store selling Window and interior displays that support advertising goals Workable departmental layouts and interior d cor Merchandise fixture layouts for day to day operations Working as team members with the store s promotional staff Placement and presentation of merchandise on walls and fixtures Visual Merchandising Communicates with Customers Want to make sure your message is going to that target market so they ll receive it Three basic elements of communication the sender the message and the receiver o The retailer sends the message o The retailer s store communicates a unique merchandising message o The retailer has chosen a specific person to send this message to the target market 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 o Brand image is generally driven by the retailer s mission statement o Most important factor is how effectively the retailer is able to get their message across to the customer o Developing relationships between sales associates and shoppers o Store interiors communicate brand image o Store location communicates brand image Stretching Brand Image They gear store visuals to the local marketplace Negative to doing this it s a lot more expensive to create different looks for each of your stores Visual Merchandising Supports Selling Effective visual merchandising efforts can supplement and support the sales staff of any store Fewer sales personnel able to manage more customers when presentation assists with the selling process Visual merchandising can transform a shopper into a customer who makes a person The Trend Toward Non Store Selling Non store retailing is another trend that is affecting visual merchandising Television Internet mail order catalogs are data mining and then tailoring their offerings for Merchandise on the electronic shopper s television screen or computer monitor has to be specific market segments presented well Week 2 Core Design Strategies Silent Selling Chapter 3 Visual Merchandising Display Chapters 2 3 Core Design Tools Strategies o Color Usually the main reason a customer will buy an item is based on its color Triangles in the middle show triadic color schemes Color Schemes Monochromatic Schemes one color in different values and intensities o 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 right next to each other on the color wheel o Example yellow with yellow green Complementary Schemes consist of two colors that are found opposite each other on the color wheel They don t create close harmony They bring out the intensity of each other Colors that strongly contrast with each other o Example yellow and violet Split Complementary Schemes consist of three colors one central color plus the two on either side of its complement o Example yellow with red violet and blue violet Double Complementary Schemes consist of four colors two colors plus their complements o Example yellow with violet plus green and red Triadic Schemes consist of three colors that are equal distance away from one another on the color wheel they form a triangle o Example orange green and violet Biggest motivation for shopping people buy color before they buy size fit or price Some stores introduce a whole new palette each season it is the new color of the season that brings customers into the stores o What are the in colors for the season Taste and colors change Not everyone reacts in the same way to the same color There are also cultural differences in the Western side of the world women usually wear white for weddings but in the Eastern culture they may wear red or other colors Color s Allure Using Color to Promote Color merchandise presented Background color can either add to or detract from the color of the The background color blue in this picture allows the orange to stand out Color in Store D cor Retailers infuse energy into their selling environments with a variety of finishes and textures on walls floors and fixtures 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 Color as a Fashion Merchandising Strategy Retailers promote different color schemes each season These color schemes should be featured in highly visible areas of the store like entrances aisles windows or interior displays These color schemes should pull customers through the entire store When you merchandise you can merchandise by color schemes maybe wanting to use the trend colors that are in for the season It is important to note that color trends are not limited to clothing Functional Grouping merchandise segmented by end use Branded Grouping merchandise from a single designer or manufacturer that is displayed together in an area set off on the selling floor Color Story color coordinated or color keyed product grouping that shows how to use a season s trend colors The How To of Color Coordination These are color groupings You usually don t want to mix color groupings together o Texture Texture could be the actual product itself of in the display feature Brick wall is the texture here People buy things based on trial and touch Texture is how a surface actually feels to the touch or how it appears that it might feel if touched Textural congruity is a key factor How would you get congruity in a display that has texture put stuff together that makes sense being merchandised together baby clothes with soft