08.414 Fashion Marketing Sales & Promotion

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Describe how and why visual appeal affects sales.

Identify and define elements and principles of design as they relate to visual merchandising.

Outline factors to be considered in selecting merchandise for an interior display and for a window display.

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The promotional presentation of fashion apparel and accessories.

Methods will depend upon the target customer.

There are 3 purposes . . . ◦Selling Merchandise◦Projecting the image of the store◦Educating customers

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Includes the creation of displays in windows and showcases and throughout a store.

The three dimension arrangement is a creative art.

Quality displays require the application of the principles and elements of design.

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To keep the customer interested, a standard for successful visual merchandising is frequent revision of the display.

The use of color can attract customers.

Simplicity can focus customer attention.

Allowing customer to focus on few objects helps to achieve visual impact.

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Designing – the creative, conceptual, and planning stage of visual merchandising.

Building – gathering all materials and assembling props.

Installing – the final step: cleaning, dressing mannequins, and lighting.

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Fixtures◦ The furniture and wall units used in stores to

display and house merchandise.◦ Versatile fixtures are store fixtures that are easily

changed to meet a new need—a concept that appeals to both customer and retailer.

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Signs◦ Must have signs required by law, such as fire

exits.◦ If store believes in inconveniencing customer so

that they will stay in store longer, few signs are used.

◦ For customer convenience, signs can quickly lead customers to the departments they seek, can grab their attention, or can provide size and pricing information.

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Lighting◦ Impacts the image of the entire store and is used

to focus the customer.

◦ How much to use means knowing the customer.

◦ Falls under three categories based on purpose: Task Lighting – used where a task or job must be done.

(Mass merchandising stores) Accent Lighting – directed at a particular spot with the

intent of focusing the customer on specific garments or accessories. (High-end stores)

Space Lighting – creates the ambiance of the store and provides lighting to move through the store.

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Enclosed – Have a full background and sides that completely separate the interior of the store from the display window.

Semi-Enclosed – have a partial background that shuts out some of the store interior from those viewing the window.

Open Windows – Have no background panel, and the entire store is visible to passersby through the window display.

Island Windows – Four sided display windows that stand alone, often in lobbies.

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One-Category Groupings – Highlights a specific kind of item. Similar items, but may be different sizes or colors.

Related Groupings – Presents ensembles of items that go together or reinforce each other.

Theme Groupings – Displays merchandise according to a particular setting, event, holiday, or other theme.

Variety or Assortment Groupings – A collection of unrelated items that are all sold in the same store. Usually for lower priced retailers

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Just inside the store entrance. At the entrances to departments. Near cash/wrap (point of purchase)

counters. Next to related items. Across from elevators and the ends of

escalators. At the outer ends of aisles. At open-to-mall or window area.

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Be timely Represent the stock Be stocked Be in demand Be new Encourage complementary items. Coordinate with promotional theme. Look good in display.

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How effective is the sales appeal? Was display coordinated with store ads? Does display help locate merchandise? Do props enhance or detract? Is signage legible and easy to understand? Does signage give selling points? Do displays work together? Have displays changed enough to keep

customers interested?

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