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Visual Merchandising and Display

Chapter 18. Visual Merchandising and Display. Visual Merchandising. Refers to the organization of all physical elements in a place of business so that it projects the right image to its customers. Display.

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Visual Merchandising and Display

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  1. Chapter 18 Visual Merchandising and Display

  2. Visual Merchandising • Refers to the organization of all physical elements in a place of business so that it projects the right image to its customers.

  3. Display • Refers to the visual and artistic aspects of presenting a product to a target group of customers. • Whereas, visual merchandisinginvolves the visual and artistic aspects of the entire business environment.

  4. Elements of Visual Merchandising • Visual merchandisingis used to make a store and its merchandise SO attractive that the customer will enjoy the shopping experience and want to return. • This is done through the use of these elements: • storefront • store layout • store interior • interior displays

  5. Storefront • The total exterior of a business. This includes the entranceways, display windows, and the building itself, etc. • A well designed storefront can project an appropriate image, for example…discount or expensive, conservative or trendy.

  6. Storefront • Marquee: • Is the sign that is used to display the store’s name. This is one of the first things customers see, so it is very important in attracting customers. Signs Entrances : enter/exit doors Window Displays

  7. Store Layout • Refers to the way store floor space is distributed to facilitate sales and serve the customer. • There are 4 different kinds of space….

  8. Store Layout • 1. Selling space: assigned for interior displays, sales demonstrations, and sales transactions. • 2. Merchandise/Storage space: assigned to items that are kept in inventory.

  9. Store Layout • 3. Personnel space: assigned to store employees for lockers, lunch breaks, and restrooms. • 4. Customer space: assigned for the comfort and convenience of the customer. Ex. Dressing rooms, lounges, etc.

  10. Store Interior • Store interior: involves the selection of such diverse elements as floor and wall coverings, lighting, colors, and store fixtures can powerfully affect the store image. • Color • Lighting • Graphics • Paint • Fixtures

  11. Interior Displays • Can be • point of purchase • interactive kiosks • props

  12. Interior Displays • There are 5 types of interior displays… • 1. Closed displays: allow customers to see merchandise, but not handle it. Ex. Jewelry store. • 2. Open displays: allow customers to handle and examine merchandise without the help of a salesperson. Ex. Clothing stores. • 3. Point-of-Purchase displays: are displays designed mainly to promote impulse purchases. Ex. Magazines and gum at the grocery store.

  13. Interior Displays • 4. Architectural displays: consist of model rooms that allow customers to see how merchandise might look in their homes. Ex. Furniture store. • 5. Store decorations: are displays that coincide with specific seasons or holidays.

  14. Key steps of creating a display STEP ONE: Select merchandise STEP TWO: Select display STEP THREE: Choose a setting STEP FOUR: Manipulate Artistic elements STEP FIVE: Evaluate Completed display

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

  16. Color Wheel • Complimentary colors • Adjacent colors • Triadic colors

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