Gaurang Visual Merchandising

8/8/2019 Gaurang Visual Merchandising

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ADVANCED FASHION:

VISUAL MERCHANDISING


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VISUAL

MERCHANDISING

Visual Merchandising: The physicaldisplay of goods in the most attractive

and appealing ways. Store Layout: the interior arrangement of

retail facilities.

Selling areas: where merchandise isdisplayed and customers interact with sales

personnel. (75-80% of the total space) Sales support areas: devoted to customer

services, merchandise receiving anddistribution, management offices and staffactivities.


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VISUAL MERCHANDISING

Floor Plan: A drawing showing arrangementof physical space, such as showing thepositioning of merchandise groups andcustomer services for a retail store.

Grid Layout: A retail floor plan that has oneof ore primary (main) aisles running throughthe store, with secondary (smaller) aislesintersecting with them at right angles.

Maze Layout: A free-flowing retail floor planarrangement with informal balance.

Fixtures: Shelves, tables, rods, counters,stands, easels, forms, and platforms onwhich merchandise is stocked and displayedfor sale.


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MERCHANDISE PRESENTATION

Merchandise presentation includes the ways that

goods are hung, placed on shelves, or otherwise

made available for sale in retail stores.

Shoulder-out presentation: The way most

garments are hung in home closets with only one

side showing from shoulder to bottom.

Face-forward presentation (face-outpresentation): Hanging of clothing with the front

fully facing the viewer. This should always be

done at entrances and aisles.


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RETAIL FIXTURES

Carousels: Circular racks that turn.


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RETAIL FIXTURES

Dump tables/bins: A rimmed table or bin used to

hold sale or special merchandise on the sales

floor, especially in discount operations; it has noformal arrangement.


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RETAIL FIXTURES

Four-way rack: A fixture with four extended

arms, that permits accessibility to hanging

merchandise all the way around


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RETAIL FIXTURES

Rounders: Circular racks on which garments are

hung around the entire circumference


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RETAIL FIXTURES

T-stand: Freestanding, two-way stand in the

shape of a T, that holds clothes on hangers,

sometimes with one straight arm and onewaterfall.


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RETAIL FIXTURES

Waterfall: A fixtures with an arm that slants

downward, that contains knobs to hole face-

forward hangers with clothing at various levels.


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DISPLAYS

Displays: individual and notable physical presentationof merchandise.

Displays are intended to: Stimulate product interest

Provide information

Suggest merchandise coordination

Generate traffic flow

Remind customers of planned purchases

Create additional sales of impulse items

Enhance the stores visual image


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INTERIOR DISPLAYS

Locations for interior displays:

Just in the entrance

Entrance to department

Near cash/wrap

Next to related items

Across from elevators and escalators

Ends of aisles


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COMPONENTS OF DISPLAYS

Merchandise

Lighting

Props

Signage


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MERCHANDISE

More interesting if in odd numbers

Groups:

One-category, or line-of-goods

Related groupings: go together or reinforce eachother

Theme groupings: event, holiday, etc.

Variety or assortment groupings: collection ofunrelated items all sold at the same store.


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LIGHTING

Used to direct customers attention to thedisplay

Use more light for dark colors, less light for lightcolors

Beamspread; the diameter of the circle of light

Beamspread techniques:

Floodlighting: recessed ceiling lights to direct light

over an entire wide display area Spotlighting: focuses attention on specific areas or

targeted items of merchandise

Pinpointing: focuses a narrow beam of light on aspecific item


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PROPS

Objects added that support the theme of thedisplay.

Functional Props: used to physically support themerchandise. (mannequins, stands, panels,screens, etc)

Decorative Props: used to establish a mood or anattractive setting for the merchandise being

featured (ex: mirrors, flowers, seashells,surfboards, etc)

Structural Props: used to support functional anddecorative props and change the physical makeupof displays. (boxes, rods, stands, stairways, etc)


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SIGNAGE

Includes individual letters and completesigns. Often on some kind of holder.

Can tell a story about the goods.

Should try to answer customersquestions.

Should be informative and concise. Can include prices, sizes, department

location.


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WINDOW DISPLAYS

Seen from outside of the store.

First contact with the customer.

Can have a series of windows.


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WINDOW DISPLAYS

Advantages ofWindowDisplays:

Establish and maintain an image

Arouse curiosity

Disadvantages ofWindowDisplays:

Expensive to design and maintain

Requires space

Merchandise can get ruined (sun ,etc)

Glare


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TYPE S OF WINDOW DISPLAYS

Enclosed windows: have a fullbackground and sides that completely

separate the interior of the store fromthe display window.

Ramped windows: floor is higher in backthan in front

Elevated windows: from 1 to 3 feet higherthan sidewalk

Shadowbox windows: small, boxlike displaywindows


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TYPE S OF WINDOW DISPLAYS

Semi-closed windows: have a partialbackground that shuts out some of the

store interior from those viewing thewindow

Open Windows: have no backgroundpanel and the entire store is visible topeople walking by

Island windows: four-sided displaywindows that stand alone, often inlobbies.


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Thank You

Gaurang Visual Merchandising

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