VIS MERCHAND & PROMO
VIS MERCHAND & PROMO HUEC 3045
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Date Created: 10/13/15
Visual Merchandising Test II I Chapter VII Store Interiors a Focal Points i Any place in a retail setting where emphasis is placed to attract shopper b Island Displays i Free standing displays on floor set off by platform or marked floor usually at entrances c Risers and Platforms i Low forms on which to set mannequins moveable or permanent d Counters i Valuable as point of purchase location Where actual sale takes place Most common type is fixed in place 3 sides of glass 2 ft deep Shoppers can see by not touch merchandise Must be manned by staff e Museum case i Pedestal or column with glass cube on top 5 sides of glass Demonstration Cubes i Blocks of varying sizes used on selling floor for multiple purposes mannequin platforms midtraf c islands shoe display etc g Ledges i Free standing or anchored to walls Structural columns Support building features Used to hang decorative props establish department boundaries encased with mirrors background for mannequins etc i Fascia h 339 Horizontal board or panel usually at the base of the ceiling above bins shelves or clothing rods i Often where signage is placed to identify collections or departments ii39 Can conceal lights and at lower level iv Can serve as background for merchandise or seasonal displays j Twalls i 2sided wall or partition between departments ii End provides nice display opportunity iii Merchandise wall is the upright long part k 100 Traffic Areas i Where heavy traf c occurs escalators elevators entrances exits near major features like restaurants atriums meeting areas II Chapter XII Fixtures a Major Function of Fixtures i To accept hold stock and show merchandise b Basic Fixtures Used in Window Display i Stands platforms and elevators easels pipe racks ii Stands 1 Widely used basic fixtures a Draper i Just a hanger on a stand b Costumer i Hanger and skirt or slack bar c Valet i Wider hanger and slack bar iii Counter and ledge fixtures 1 At pointofpurchase 2 Small 3 Displays specialty items 4 Some made theftproof 5 Ledge fixtures larger than counter and out of reach of customer c Major Types of Floor Fixtures i Tstands ii 4 ways or quads iii Round Racks iv Etagere or vitrine v Countersshowcases vi Gondolas vii Wall units d Criteria For Selecting Fixtures i Appearance ii Construction iii End use e Finishes i Chrome 1 Most popular moderately priced durable high shine or satin ii Brass 1 2quotd in popularity scratches oxidizes lacquer to protect plate steel also iii Copper and Bronze 1 Need special care iv Paint 1 Baked enamel lacquered and epoxy 2 Unlimited range of hues and neutrals v Wood 1 Warm ranging from rustic to luxurious timeless quality an be actual furniture III Chapter 13 Visual Merchandising and Dressing Fixtures a In Store Visual Merchandising 039 2395 lt v39 S viii R X xvii xviii ltZEE The process used to lead customers through a store in a logical order encouraging them to stop at designated point and hopefully make a purchase Manufacturers and retailers want to distinguish themselves from competitors and build brand recognition and loyalty Opinions are formed before we enter a store Store messages are delivered through paper and electronic medial the exterior of store 1 EX Paper quality photo art items per page price etc also parking lot logo corporate type vs privately owned computerized type set vs hand script Collectively customer forms a qualityvalue opinion Upon entering a store customer makes a quick value and style assessment based on merchandise and the physical surroundings 1 Instantly take in the sensory signals atmospherics of sight sound smell touch and taste hopefully good taste The VM sets up these stimuli to give customer a comfort level that will encourage shopping 1 Instantly assess the pricevalueexclusivity balance created by the perceived stock to space ratio In general the higher the ratio of stock to space the greater the perception as value or discount and 39 The lower the ratio of stock to space the lower the perception of value or discount Once in the store retailers want shoppers to pause think and move to areas to examine certain merchandise The entry area is important like a foyer in a home A key feature presentation area but don t ovenNhelm Let customers adjust to atmospherics lighting sounds smell etc Greeters good idea also Good idea to feature display presentation that is promotional or seasonal Then the expertise of the VM is put to the test Visual strategy must be used to draw the customer further into the store as 90 of all information received by the brain is visual 39 To promote sales present merchandise in a logical arrangement To maximize sales present merchandise in visually interesting even clever ways To get started plan both floor layout and product placement strategies Product Adjacencies A product placement plan that determines which products will sit next to each other on the retail oor Usually determined by common end use Encourages shoppers to add on purchases 39 Strengths authority of area with related products and accessories Product Adjacency Planning 1 Start with a floor plan of the space 2 Know brands and merchandise in key areas vendors may dictate 3 In smaller stores or within departments of a larger store product placement can change with the selling season 4 Plan is not set in stone c Performance Dictates Floor Layout Merchants base oor layout moves on sales data from previous years i39 Analyze sales productivity of an area ii39 Expressed as return per square foot iv Evaluate dollar results of merchandise in prime selling space v Make decision to keep or move to another location Printed notes I Chapters 911 a Mannequins i A silent salesperson ii Speaks clear fashion message iii Contributes to store s identity iv Relates to shopper s image b Mannequin Body Trends i Parallel evolution of the human body over time Improved nutrition health care medicine exercise etc ii Mannequin reflect current ideal body types iii People are growing taller living longer v Body types are larger v American mannequins are generally one size larger than European ones c Window Shopping i Developments during the Industrial Revolution 1 Large steel framed glass windows 2 Invention of the sewing machine 3 Electric lights for windows ii Popularity of window shopping iii Need for mannequins to display garments d Mannequins through the years i In the 15th century Europe made to represent the Madonna and used in religious festivals made of leather and papier mache primitive looking ii The French credited with re ning mannequin iii In the 18005 House of Worth produced a type that was an extension of the dress form Had nipped in waist the silhouette of that period iv In the 19205 mannequins took on more contemporary look influenced by Art Deco period v Initially made of wax vi WWI women more active vii Plaster replaced wax and mannequins were more abstract viii Stock market crash posters and wooden cutouts 1929 ix Depression of the 205 fantasy and famous models D h LO 339 X WWII end of European mannequins more emphasis on style fashion pinups xi 1960 s Adele Rootstein of London began her career in commercial mannequin design using London style icons First major mannequin of a cast was of Twiggy Miniskirts liberated females xii 19070 s more troubled time in society 1980 s interest in ethnic groups more active lifestyles 1990 s open display xv 2000 s mannequins with heads mass impact Sourcing Mannequins I Sourcing process of J ir ilfrl i lin W ll EEM Trade journals VMSD 0isual Merchandising Store Design DDI Display and Design Ideas iv Trade Shows Field Trips Mannequin Selection i Mannequins need to communicate the store image ii Mannequins need to last and now be outdated next year iii Mannequins can be expensive so careful selection is important Good quality ones are 7001200 each lt Mannequin Trends i Ralph Pucci stylized shapes ii Abstract mannequins to keep mannequins Mannequin Groups i Related by styling gender age size ethnicity positioning ii Tell a story iii Should look like they are going to same place Types of Mannequins i Realistic replicate human anatomy and facial features May portray any age size ethnicity attitude Hairstyles and makeup generally are contemporary Well made up and proportioned can have hard or soft Wig H Today s realistic look more like fashionable customers than celebrities Advantage appeal to shopper but have shorter life span Available in full range of sizes Missy junior junior petite petite fullfigured preteen male young men child Missy size range most popular for female mannequins Sizes 48 and stand 5 8 6 ii Semirealistic proportioned and made like a realistic but with more decorative and stylized makeup Semiabstract even more decorative and stylized painted on or suggested hairstyle and facial features iii Abstract Used for impact and effect other than torso nor particularly true to human anatomy may have exaggerated features colors finishes often simply white or black N Aw 1 Sophisticated versatile can wear any classification of clothing from casual to form available in varied price ranges Head is usually simple smooth and eggshaped with little or no sculptural de nition long life span iv Headless mannequins fullsize realistic or abstract body with arms and legs but no head pose natural may stand sit recline no personality or image Works well when display height limited economical and has a long life span j Mannequin Alternatives i Economical choice ii Focus on specific body area or part used where mannequins won t fit iii Selection should be compatible with store or brand image v Provide visual interest from usual v Sales experiments show less effective than mannequins k Examples of alternatives i Torso form headless 3A form from shoulder to knee ii Suit forms hip length on adjustable rod with base iii Blousebust and shirt forms end at or just below waist iv Dress forms design studio canvas metal cage iron base v Costumers drapers valet a shaped hanger on a rod supported by a base often has a slack or skirt bar and shoe platform New versions on market today Widely ysed in sotres as decorative props vi Hangers usually padded or with dimensional torso shell with hook to be suspended from rod wire racks or fixture ends Pin skirts and pants to display completely outfit vii Shell forms 0 fronts fully sculpted backs scooped out viii Softsculpture doll like covered in fabric or leather used for children s wear Advantage less expensive ix Puppet cutouts Entertaining especially for children s wear Advantage inexpensive entertaining x Articulated forms lifesized abstract usually wooden with moveable joints neutral impact xi Laydown technique attention to folding pleating placement use composition skills for effective result Suitable for windows ledges inside cases pinned on boards or against walls or columns or laid on furniture xii Pinning and flying Merchandise is pulled stretched manipulated with invisible line to distort or simulate movement I Mannequin Poses i Suggests type and class of merchandise ii Erect Mannequin ideal for formal clothes fur coats coats and suits elegant lingerie vertical line elegant and refined iii Action Mannequin lots of angles and diagonal movement from bent or spread arms and legs hips thrust out head turned or thrust back etc Suitable for sportswear or active wear difficult to dress iv Seated Mannequins add variety and interest to arrangements of 2 3 Ideal for areas with low ceilings Better for separates casual wear lingerie and active sportswear v Horizontal Mannequins lying down good for special items like nightwear lingerie swimwear some sportswear Does not show sleepwear to best advantage m Positioning Mannequins i Triangular positioning more effective and interesting than in a straight line ii 3D presentation more depth and visual interest very heights when possible iii Triangle forces mannequins props and signage into optical balance