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Fashion Marketing

Fashion Marketing. VISUAL MERCHANDISING. The Most Important Component in Sales Promotion. What is It?. Coordination of all physical elements used to project a positive image. IMAGE. A unique blend of store characteristics Location Products Prices Advertising Public Relations

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Fashion Marketing

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  1. Fashion Marketing

  2. VISUAL MERCHANDISING The Most Important Component in Sales Promotion

  3. What is It? Coordination of allphysical elements used to project a positive image

  4. IMAGE • A unique blend of store characteristics • Location • Products • Prices • Advertising • Public Relations • Personal Selling

  5. IMAGE A store’s image sets it apart from the competition. Used to create a positive shopping experience that makes customers want to return.

  6. Visual Merchandising Elements Storefront Store Layout Store Interior Interior Design

  7. Storefront Signs Marquee Entrances Window Displays

  8. Signs Letters Materials Colors

  9. Marquees Extends over a store’s entrance Example – Movie Theater

  10. Entrances • Convenience • Security • Features • Number of • Type of • Climate Controlled

  11. Window Displays • Selling process begins here • Attract with merchandise and atmosphere • Types • Promotional • Institutional

  12. Store Layout The way store floor space is used to promote sales and serve customers. • Selling space • Merchandising space • Personnel space • Customer Space

  13. Types of layouts Free-Flow Layout Spine Layout Loop Layout Grid Layout

  14. Store Layout Specialists • Decide the best location for different types of merchandise. • Determine which products and services should be located closest to • Doors • Exits • Elevators • Parking Lots • How much selling space to have • Type of interior and window displays • Design traffic patterns to promote extended shopping

  15. Interior Displays • Displays generate one in four sales • Can enable customers to make selections without personal assistance • Five types • Architectural displays • Store Decorations • Open Displays • Closed Displays • Point-of-Purchase Displays

  16. Different sales situations call for different type of displays

  17. ARTISTIC DESIGN In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product.

  18. Display design and selection has five steps • Selecting the merchandise for display • Selecting the display • Choosing a Setting • Manipulating Artistic Elements • Evaluating Completed Displays

  19. Selecting Merchandise • Must have sales appeal • New, popular or best-selling products • Visually appealing to attract customers • Appropriate for the season • Appropriate for store’s geographic location • Often address the latest fashion, fad or trend

  20. One-item Display Constructed for a single product promotion or special Line-of-goods Display Shows one kind of product but features several brands, styles or sizes Related Merchandise Display Items that are meant to be used together Assortment Display Collection of unrelated items Usually emphasizes price Typical in variety stores and supermarkets For a special appeal to bargain hunters Selecting the Display

  21. Choosing a Setting • Realistic Setting • Depicts a room or area • Semi-Realistic Setting • Suggests a room or locate but leaves details to the viewer’s imagination • Abstract Setting • Focuses on form and color rather than reproducing actual objects

  22. Line Color Shape Direction Proportion Texture Balance Motion Lighting Manipulating Artistic Elements

  23. COLOR • Can make or break a display • Colors that match surroundings too closely will not catch a customer’s eye • Colors too bright or contrasting may overwhelm the merchandise

  24. LINE • A distinct elongated mark that directs the eye movement when viewing a garment. • Outlines the inner and out spaces and connecting parts to form a garment.

  25. Texture • Smooth or Rough • Contrast creates visual interest • Example: • Smooth flatware against rough background

  26. Proportion • Props and signs should be in proportion to merchandise • Don’t overpower

  27. Balance • Formal- • Large with large and/or small with small • Informal • Balance one large and several small • For example, an adult mannequin with small baskets at mannequin height

  28. Lighting • Use 2 to 5 times stronger light than store light • Use colored for dramatic effect • Consider mood • Elegant houseware lighting vs. teen clothing department • Dressing Room Lighting

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