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Transcript of Apparel Merchandising Unit 3
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Visual Merchandising
A B
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VISUAL MEANINGRelating to the sense ofsight.
MERCHANDISINGMEANING
Merchandising is amarketing
ractice in !hich the"rand or image from onerod#ct or
service is #sed to sell
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WHAT IS VISUAL MERCHANDISING ?
1) Coordination of physical elements in place of business, so
that its project the right image to its customers
2) Change a “passive looker into active buyers”
3) esponsible for total merchandise
!) "verall business image#) $lacements of design elements
%) &isual 'erchandising is the activity of promoting the sale
of goods, especially by their presentation in retail outlets(
*"+ford ictionary)
-) &isual 'erchandising is the art of displaying merchandise
in a manner that is appealing to the eyes of the customer(
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Contd&&..
't is the activit( and rofession ofdeveloing the )oor lans and threedimensional disla(s in order toma*imi+e their sales
,he disla( of rod#cts !hich makesthem aealing and attractive
't #tili+es disla(s- colors- lighting-smells and so#nds
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PURPOSE OF VISUAL MERCHANDISING
,he #rose is to attract -engage-motivate the c#stomers to!ardsmaking a #rchase
Both goods and services can "edisla(ed to highlight their feat#resand "enets
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PRINCIPLES OFVISUAL MERCHANDISING
Make it easier for the c#stomer tolocate the desired categor( andmerchandise
Make it easier to self select
Make it ossi"le to coordinate andaccessori+e
0d#cate a"o#t the rod#ct in aneective and creative !a(
Make roer arrangements in s#ch a!a( to increase the sale of #nso#ght12/11/15 Major Siva SSMPC
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IMPORTANCE OFVISUAL MERCHANDISING
P#roses are to sell rod#cts andromote store image
Sho#ld al!a(s tr( to "e dierent- ne!-
and creative Change a 3assive looker4 into an
3active "#(er4
0nhances "rand image enerates im#lse sales
6verall "#siness image
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VISUAL MERCHANDISINGSUCCESS FACTORS
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ERRORS TO AVOID IN
VISUAL MERCHANDISING
,oo m#ch signageConf#sing tra9c atterns ,oo m#ch roing:isconnection "et!een e*terior!indo! and store contents
Poor lighting;o oint of vie!'nconsistenc( in vis#al e*ec#tions
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ELEMENTS INVISUAL MERCHANDISING
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ELEMENTS
STORE
FRONT
STORE
INTERIOR
MERCHAND
ISEDISPLA
STORELAOUT
STORESPACE12/11/15 12Major Siva SSMPC
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!" STORE FRONT
• ,he e*terior of a "#siness.
• 't incl#des=
1.Signs
2.Mar>#ee
$.0ntrances
%.?indo! :isla(
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!" SIGNS
There are #$ur di%eren& &'(es $# signs are)
•!"Pr$*$&i$nal Signs
• +"L$ca&i$n signs
• ,"Ins&i&u&i$nal signs
• -"In#$r*a&i$nal signs
+"MAR.UEE
• The sign &ha& is used &$ dis(la' &he s&$re na*e
,"ENTRANCES
Designed /i&h cus&$*er c$n0enience and s&$resecuri&' in *ind"
There are se0eral &'(es $# en&rances each ($r&ra'inga cer&ain i*age
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" "ENTRANCESRe0$l0ing @ # scalestores
Push1Pull @ f#llservice stores often!ith fanc( handles
Elec&r$nic @ Selfserve stores- !ithcarts s#ch as ?alMart- Meijer- roger.
Cli*a&e C$n&r$lled @ shoing malls.
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METHODS OF DISPLA Shel0ing2 Hanging2#$lding2Pegging 3
Du*(ing ,he !a(s goods areh#ng- laced onshelves- or other!ise
made availa"le toc#stomers
Sh$ulder1$u&
6nl( one side sho!s
Face1#$r/ard
anging garment sof#ll front faces vie!er
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SHELVING
FOLDING
HANGIN
G
DUMPI
PEGGING
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Sho#ld "e c#rrent Reresent st(les and
lines
Sho#ld "e !ell stocked
'n demand ;e! Dinform c#stomers
of !hat is availa"leE
0nco#rage additional#rchases
Promote c#rrent theme
Fook good on disla(
DISPLAED MERCHANDISE
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MERCHANDISE DISPLAS ,he( are art of the general
store interior
:isla(s generate 1 o#t of %sales
,he( ena"le the c#stomerto make a selection !itho#t
ersonal assistance12/11/15 18Major Siva SSMPC
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1. Closed :isla(sFook "#t donGt to#chRe>#ire sales erson assistance
0*ensive or fragile merchandise He!elers cases
2.6en :isla(sandle merchandise !itho#t asaleserson
SelfserviceIsed for most clothing
$.Architect#ral:isla(
Act#al room settingJ#rnit#re
%.PointofP#rchase
Promote im#lse "#(ing'tems at the register Batteries Cand( Maga+ines
5.Store:ecorations
4INDS OF DISPLAS
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Dis(la's
• :isla(s= individ#al and nota"le h(sicalresentation of merchandise.
• :isla(s are intended to=
– Stim#late rod#ct interest – Provide information
– S#ggest merchandise coordination
– enerate tra9c )o!
– Remind c#stomers of lanned #rchases
– Create additional sales of im#lse items
– 0nhance the storeGs vis#al image
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In&eri$r Dis(la's
• Focations for interior disla(s=
– H#st in the entrance
– 0ntrance to deartment
– ;ear cash/!ra
– ;e*t to related items
– Across from elevators and escalators
– 0nds of aisles
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Merchandise Dis(la's
• More interesting if in odd n#m"ers
– ro#s=• 6necategor(- or lineofgoods
•
Related gro#ings= go together or reinforceeach other
• ,heme gro#ings= event- holida(- etc.
• Kariet( or assortment gro#ings= collectionof #nrelated items all sold at the same store.
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FightingLigh&ing Used &$ direc& cus&$*er5sa&&en&i$n &$ &he dis(la'
– Use *$re ligh& #$r dar6 c$l$rs2 less ligh&#$r ligh& c$l$rs
– 7ea*s(read8 &he dia*e&er $# &he circle$# ligh&
– 7ea*s(read &echni9ues)• Fl$$dligh&ing) recessed ceiling ligh&s &$ direc&
ligh& $0er an en&ire /ide dis(la' area
• S($&ligh&ing) #$cuses a&&en&i$n $n s(eci:careas $r &arge&ed i&e*s $# *erchandise
• Pin($in&ing) #$cuses a narr$/ ;ea* $# ligh& $na s(eci:c i&e*
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Pr$(s <Pr$(er&ies=
• 6"jects added that s#ort the theme of thedisla(. – J#nctional Pros= #sed to h(sicall( s#ort the
merchandise. Dmanne>#ins- stands- anels-
screens- etcE – :ecorative Pros= #sed to esta"lish a mood or an
attractive setting for the merchandise "eingfeat#red De*= mirrors- )o!ers- seashells-s#rf"oards- etcE
– Str#ct#ral Pros= #sed to s#ort f#nctional anddecorative ros and change the h(sicalmake# of disla(s. D"o*es- rods- stands-stair!a(s- etcE
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Signage
• 'ncl#des individ#al letters and comletesigns. 6ften on some kind of holder.
• Can tell a stor( a"o#t the goods.
•
Sho#ld tr( to ans!er c#stomers >#estions.• Sho#ld "e informative and concise.
• Can incl#de rices- si+es- deartmentlocation.
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T'(es $# >ind$/ Dis(la's
• Semiclosed !indo!s= have a artial"ackgro#nd that sh#ts o#t some of thestore interior from those vie!ing the!indo!
• 6en ?indo!s= have no "ackgro#ndanel and the entire store is visi"le toeole !alking "(
•
'sland !indo!s= fo#rsided disla(!indo!s that stand alone- often in lo""ies.
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>ind$/ Dis(la's
• Seen from o#tside of the store.
• Jirst contact !ith the c#stomer.
• Can have a series of !indo!s.
• Advantages of ?indo! :isla(s= – 0sta"lish and maintain an image
– Aro#se c#riosit(
• :isadvantages of ?indo! :isla(s=
– 0*ensive to design and maintain
– Re>#ires sace
– Merchandise can get r#ined
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T'(es $# >ind$/ Dis(la's
• 0nclosed !indo!s= have a f#ll"ackgro#nd and sides thatcomletel( searate the interior of
the store from the disla( !indo!. – Ramed !indo!s= )oor is higher in
"ack than in front
– 0levated !indo!s= from 1 to $ feethigher than side!alk
– Shado!"o* !indo!s= small- "o*likedisla( !indo!s
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-" >INDO> DISPLAS ,he storeGs J'RS, 'MPR0SS'6; !ith the c#stomer. Begin the selling rocess even "efore the
c#stomer enters the store. S#ggests the t(e of merchandise carried in the
store
• TPES OF >INDO> DISPLAS
!" Pr$*$&i$nal @ romote the sale of one or moreitems "( #sing secial lighting and /or ros.
Ski!ear !ith fake sno! for accents
+" Ins&i&u&i$nal @ romote store image ratherthan secic items. :esigned to "#ildc#stomer good !ill- sho! that the "#siness isinterested in the comm#nit(
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TPES OF MANNE.UINS
•
Realistic
Semi realistic
A"stract
Semia"stract
eadless
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!" REALISTICMANNE.UIN
Resem"les theever(da( ersonrather than a
movie star.
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+" SEMI
REALISTIC
's like realistic
manne>#in-B#t its make# is
more
:ecorative andst(li+ed.
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,he a"stract manne>#ins feat#re a more vag#e design and not designed to "e
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,he a"stract manne>#ins feat#re a more vag#e design and not designed to "e
realistic resentation of h#man details- !hich )a#nt f#t#ristic charm and
class( aearance.
,here are disla( manne>#ins !ith realistic- detailed "odies and eggheaded
faceless tos- manne>#ins that onl( vag#el( resem"le h#mans Dhaving t!o
#er lim"s- t!o lo!er lim"s and ma("e a kno" or s!irl for a headE and
manikins that do no look like an( erson.
's concerned !ith creating an overall eect rather than rerod#cing nat#ral
lines and roortions.Jeat#res s#ch as el"o!s- ngernails are rarel( indicated.
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-" SEMI A7STRACT
's more st(li+ed than the semirealistic manne>#in and its feat#re ma( "eainted or s#ggested rather than dened.
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Chr$*e Manne9uin
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Chr$*e **anne9uins ?aun&s #u&uris&ic char* /i&h*e&allic :nish" S*ar& *e&allic :nish c$nn$&es a sense $#*$&i$n" S$ (lease d$ n$& hesi&a&e &$ ch$$se &his &'(e $#*anne9uins i# /an& &$ a&&rac&s cus&$*er5s a&&en&i$n"
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5. HEADLESS:
Has a full-size o Se!i-ealis"i# $o%&
'i"( A!s a)% le*s $u" )o Hea%.
I" offes )o +eso)ali"& o i!a*e.,ea"ue% (ee ae seies of (ea%less
!a))eui)s i)#lu%i)* fe!ale a)%
!ale !a))eui)s. Co!!o)l& full-
$o%& !a))eui)s #a) $e !a%e i)
(ea%less s"&les a)% "(ei +osi"io)s a)%
%esi*)s #a) $e al!os" "(e sa!e.,o!al a)% #asual #lo"(es #a) $e
ele*a)"l& s(o'#ase o) "(ese (ea%less
!a))eui)s. T(e& $oas"s u$a)
ele*a)#e 'i"( "(ei fi)el& #af"e%
sil(oue""e.
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ALTERNATIVES TO MANNE.UINS
i( .hree /uarter forms
ii( 0rticulated artists figures
iii( ress forms and suit forms
iv( rapers
v( angers
vi( ay do4n techni/uesvii( $in up techni/ues
viii(5lying techni/ues
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.UARTER
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.UARTERFORMS)
Reresentationof a art of the#man
anatom(- s#chas the ,orso-the "#st or thearea fromSho#lder to!aist or fromhis to ankles.
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II"ARTICULATED ARTIST5S FIGURES
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II"ARTICULATED ARTIST S FIGURES "ased on small !ooden miniat#res #sed "(
artists and designers to get correct
roortions and oses for g#re dra!ing!hen live model is not availa"le
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III"DRESS FORMS AND SUIT FORMS
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"
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"
Are lifesi+ed3"alloons4
,hat stim#latearts of ,heh#man anatom(.Most resem"lestheFo!er half of the"od( And is #sed
to sho! jeans andants.
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V"DRAPER?as a simle- #ncomlicated and often
#nder#sed alternative to manne>#in
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Simle hanger
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Simle hangercan "e analternative to the
manne>#in.angers caneither "e h#ng "(
invisi"le !ire froma ceiling grid or itcan "e h#ng froma look thate*tends from a!all or anel.
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VII PINUP TECHNI.UES
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VII"PINUP TECHNI.UESMakes #se of a anel- !all 6r somevertical s#rface onto !hich a arment can
"e inned- shaed and :imensionalised.
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VIII LA1DO>N TECHNI.UE
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VIII"LA1DO>N TECHNI.UE 'nvolves the folding- leating andlacement of garment ne*t to garment or
accessories ne*t to feat#red garment.
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"merchandise is #lled Stretched or #lled
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merchandise is #lled- Stretched or #lledthe garment into a"stract Shaes thatresent an
ang#lar and cris resentation.
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5ashion apparel 4all presentation(6n the correct e+ample, formal
balance is achieved by creating a
mirror image of garment on both
sides of a center line( .his does
not occur in the incorrecte+ample
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INCORRECT
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'n this- 'nformal "alance is
achieved "eca#se an e>#alamo#nt of sace is lled on eitherside of a centre line.
,his does not occ#r in theincorrect e*amle.
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STORE FI@TURES
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STORE FI@TURES
,o make storeGs !all merchandisa"le-!all #s#all( covered !ith a skin that istted !ith vertical col#mns of notches.
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TPES OF FI@TURES
M$s& c$**$n &'(es $#
:&ures)!" S&ands
+" Pla&#$r*s and Ele0a&i$ns,"R$und rac6 -" 7inB" T1S&and" F$ur /a' #ace$u&
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STANDSIsed in avariet( orassortment!indo! fromglass line tothe "ack of
the disla(!indo!
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/LAT,0RMS 1 ELEVATI0NS$latforms or 7levations can be tables and other pieces of
furniture that can be used to raise up a manne/uin, a form or
arrangement of merchandise
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ROUND RAC4S
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Circ#lar racks on !hich garments areh#ng aro#nd the entire circ#mference
ROUND RAC4S
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7IN
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A rimmed ta"le or "in #sed to hold saleor secial merchandise on the sales)oor- eseciall( in disco#nt oerationsL it
has no formal arrangement
7IN
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T1STAND
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Jreestanding- t!o!a( stand in theshae of a ,- that holds clothes onhangers- sometimes !ith one straightArm and one !aterfall
T1STAND
12/11/15 <Major Siva SSMPC
FOUR 1>A STAND
7/23/2019 Apparel Merchandising Unit 3
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that ermits accessi"ilit( to hangingmerchandise all the !a( aro#nd
FOUR 1>A STAND