In the Spotlight FINALPRINT low res

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SPOTLIGHT SPOTLIGHT IN THE IN THE VISUAL LIBRARY

Transcript of In the Spotlight FINALPRINT low res

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SPOTLIGHTSPOTLIGHTIN

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INTHE

VISUAL LIBRARY

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OBJECTIVE

Enable merchandise to be displayed in a coherent manner across the chain.

Attract, engage and motivate the customer towards making a purchase.

Make it easier for the customer to self-select.

Make it possible for the shopper to co-ordinate and facilitate customer education.

Recommend and highlight particular products at strategic price points.

De-clutter and simplify store layout and visual appearance through a phased store change approach.

Create consistent handwriting across each message type and for the Edgars brand overall.

Create a hierarchy for in-store visual messages at key touchpoints.

Develop a visual merchandising process with strict guidelines on size, quantity and placement of visual messages .

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CONTENTS04_ VISUAL MERCHANDISING PRINCIPLES

05_ AIMS OF VISUAL MERCHANDISE

06_ HOW DO WE MERCHANDISE?

10_ COLOUR

11_ LIFESTYLING

13_ PRINCIPLES OF VISUAL MERCHANDISING

14_ PRINCIPLES OF BALANCE

15_ STYLING

16_ CORE ITEMS MERCHANDISING DISCIPLINES

20_ SUMMER VISUALS

27_ MANNEQUINS

28_ HOUSEKEEPING

29_ PROMOTIONS & LAUNCHES

30_ SIGNAGE PLACEMENT

31_ SIGNAGE STORAGE & CARE

32_ CONCLUSION

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VISUAL MERCHANDISING PRINCIPLESWhat is Visual Merchandising?

Visual Merchandising is a stage created presentation of merchandise through the use and control of costumes, lights and props in order to achieve sales and profits through generating customer interest.

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BORROWDALE WINDOW

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AIMS OF VISUAL MERCHANDISING To stimulate buying and increased profits-hence companies go to great lengths to make sure products are visible in stores and are in an appealing fashion.

To give customers ideas on co-ordination

To set trends

To create impact during promotions through highlighting merchandise on promotion

To create a pleasant shopping environment

To create an image , brand management

Return on space for every square inch (project sales)

To educate customers on trends

To promote self service

To improve security and reduce pilferage. When fixtures are aligned & hanger density is maintained one can easily monitor levels of stock on the sales floor.

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HOW DO WE MERCHANDISE

1. BY COLOUR The correct use of colour in merchandising plays a major part in attracting the customer’s attention.

Colour blocking / mix styles within one colour.

N.B Stick to colour spectrums to avoid colour clashing. Black and White will fit with any of the colour spectrums or stand alone.

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2. By SilhouetteAll of the same item of merchandise on a fixture e.g all skinny leg denims on one fixture.This is also called Item Statements / Product Focus.

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3. By FabricBy grouping all merchandise made of similar fabrics. e.g denim shop within a shop.

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4. By use / LifestyleLifestyle means create visuals adapted from the way people live every day. e.g casual, contemporary, formal.Lifestyle is widely used by most large retail/departmental stores e.g eveningwear.

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COLOUR

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The success of your display can depend on how you make use of colour.

In order to use colour to maximum effect, you need to get to grips with the following :

The Colour Wheel

If a colour is placed side by side with its complementary colour the result is likely to clash, while colours close to each other i.e harmonising colours tend to blend.

There are three types of colours.

Primary Colours

These are intense and cannot be produced by adding another colour :

Red

Yellow

Blue

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LIFESTYLING

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Refers to the way people live work and play e.g

Modern - Layering

Modern formal - Basics updated to suit the season

Modern casual - Street look / dramatic

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Classic formal - no mess/ no fuss

Classic casual – more sophisticated e.g Polo and Pringle

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PRINCIPLES OF VISUAL MERCHANDISING

1. The Triangular ruleThe triangular rule states that objects placed within the shape of an imaginary triangle have greater impact.

This is because the eye can capture an essence of all things at a glance.

The eye automatically settles on the highest point of a display i.e focal point

It then moves to the right bottom corner and back to the top.

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3D Triangular space

Front view

Top viewPage.13

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Symmetrical Balance

Defined as an even distribution of weight or space.

A balanced area has a central point or line with the same amount of space on either side.

Balance is used to create strong impact.

Balance creates rhythm and unclutters a busy environment.

Asymmetrical balance

Is achieved by using space differently on both sides.

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Asymmetrical

Symmetrical

PRINCIPLES OF BALANCE

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STYLING Some general styling pointsOne of the key points to bear in mind when styling is to make the clothing look as natural and lifelike as possible. The trick here is to think of your mannequin as being exactly the same as a live human being. For example no one walks around looking like a cardboard cutout with ironed on clothes. Clothing has natural folds and creases and it’s up to you to recreate them. Other points to remember :

The shape of the garment must not be changed in any way. That would be like the clothing designer changing your window display after you have completed it!

Branding labels on the sleeve of suits must always be taken off

Working from the top downHats - when displaying a hat on a mannequin make sure it’s firmly positioned on the mannequin’s head before you shape it.

Sunglasses - must fit over the ears and sit comfortably on the bridge of the nose.

Shirt collars - shirts with button down collars must always stay buttoned.

Shirt buttons - buttons must always line up with the zip on the pants.

Shirt cuffs - when dressing a formal shirt under a men’s formalwear jacket, the shirt cuffs must always peep out under the jacket sleeves.

When styling shirts and t-shirts, you can layer them on top of each other. Be careful to make this look casual rather than contrived.

Belts - make sure that the belt buckle is in line with the zip and that the loose end of the belt is neatly tucked into the belt loop of the pants.

Make sure the shoes are placed firmly on the mannequin’s feet and that the laces are tied crisscross for a casual style and parallel for formal

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T - SHIRTS

Merchandising Discipline

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2x rows across per shelf.

When stock volumes are low , show plus or minus 11 units per size equal to 15 units per pile.

Size sticker on the right hand side of the folded garment .

Great Price shelf strip on every shelf.

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T- shirt backwall

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PROCESS OF FOLDING T-SHIRTS

Place the top face-down on a surface.

Fold the left side of the top firmly against the left edge.

Fold the right side of the top firmly against the right edge.

Bring the bottom edge of the top to the neck of the top.

Tuck away any swing tags before placing the top on a pile.

Ensure that the left edge, right edge and bottom edge of the folded top is aligned to the tops beneath and above it in the pile.

Place the size on the right hand of the garment two finger spaces away from the edge.

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DENIM

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Merchandising Discipline

The flatpack denim must be above the same style that is hung in a full size curve.Exclude all marked-down styles.

Size sticker on the right hand side of the folded garment.

Great Price sticker on every denim on the shelf.

DENIM BACK WALL

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Lay the denim face-up on a clean surface.

Fold the denim into itself so that the back right pocket is visible.

Fold the denim upwards placing the end of the log in line with the top of the pocket.

Then fold the denim in half.

Flip the denim over and place on the shelf.

Ensure that the waist cuffs line up.

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PROCESS OF FOLDING DENIM

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SUMMER

VISUALS

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LADIES FORMAL WINDOW

PROPOSED ELEMENTS: Window banner, colour boards in white, pink and pane print, colour blocks and window decal.

NOTE WELL: These boards are interchangeable in case merchandise colour or print are clashing

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GENTS FORMAL WINDOW

PROPOSED ELEMENTS: Window banner, colour boards in white, pinstripe print and blue, colour blocks and window decal.

NOTE WELL: These boards are interchangeable in case merchandise colour or print are clashing

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LADIES CASUAL WINDOW

PROPOSED ELEMENTS: Window banner, colour boards in white, denim print and red, colour blocks and window decal.

NOTE WELL: These boards are interchangeable in case merchandise colour or print are clashing

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GENTS CASUAL WINDOW

PROPOSED ELEMENTS: Window banner, colour boards in white, denim print and teal blue, colour blocks and window decal.

NOTE WELL: These boards are interchangeable in case merchandise colour or print are clashing

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FASHION EXTRAVAGANZA DESIGNER SHOP

This is an artistic impression, some of the elements are subject to change.

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FE / SUMMER WINDOW HOTSPOT CONCEPT

FRONTAL VIEW AREAL VIEW

ELEMENTS : Mannequins, accessories and red block

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MANNEQUINS

As a VM, the mannequin is one of the most powerful selling tools that you have. VMs use mannequins to “silently sell’ merchandise by carefully placing them throughout the store and in the windows. In other words, mannequins showcase what the clothing would look like in a realistic and natural way. Mannequins are the key to bringing garments to life and sales through the till.

Each of these beautiful lifelike sculptures is individually hand-crafted from fibreglass and resin. So as you can imagine, they are expensive to buy-which is why we need to use them over and over again.You need to think of them as one of your most valuable possessions and treat them with utmost care and respect

There is a specific way of handling and caring for these delicate creatures, so we are going to take some time out to explain how to dismantle, assemble, protect and care for them.

Before you begin working with a mannequin remove any rings, watches or bracelets that you may be wearing - the last thing you want to do is to scratch or mark the mannequins.

Twist the hands until they click free

When storing or lying the hands down , always place the handswith the fingers facing upwards

Manoeuvre and lift the arms up towards the shoulder to remove them from the bodyPlace your foot on the base plate to secure the mannequin. Remove the upper body (torso) by holding it at the waist and twisting it gently to the left or right, until it clicks free from the socket

Loosen the thumbscrew on the base

Place your foot on the base plate and then, while gently holding the hips and the bum rod, lift the legs off the base plate and remove the bum rod from the base pin.

Remove the bum rod from the socket. To remove the action leg, place the legs on the floor, Twist the connector inside the static leg and gently pull the action leg apart from the static leg.

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HOUSE KEEPING

Housekeeping in the VMs world is a highly necessary routine to keep all visual components in their correct place.

Housekeeping is maintaining the set standards of the display that has been dressed.

It also includes the hygiene and cleanliness of all your equipment .

A store reflects a brand identity as well as as the VMs professional reputation.

To maintain visual appeal, window and floor checks should be done three times a day to make sure all displays are in order. Check:

In the morning before the store opens

Before luchtime

Before the store closes

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Each time you dress a new window or redress a hotspot , the area needs to be cleaned to create a sense of freshness.

What to use to keep the displays clean

Bucket

Clean, non-stainable cloth Sponge

Squeegee

A liquid window cleaning product Water and soap ( for cleaning the white hot spot bases)

How to keep displays clean

Never wear shoes when working in a window, it can damage the floor and leave dirty marks. Rather, wear window shoes.

Once you are finished with the dressing and grouping, double check that there is no dirt showing on the merchandise or on the equipment. You want your displays to look super-fresh.

Clean the spotlights with a soft dry cloth.

When cleaning a hotspot base, window or floor make sure that you use the correct cleaning materials. If the base is white and badly soiled, use sandpaper and water , otherwise wash with soap and water.

Before dressing your mannequins it is important that they are washed using a soft clean cloth, soap and water. That way, the clothing stays clean and the mannequins look great.

Remember to wash any additional equipment that you may want to use in your display.

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PROMOTIONS AND LAUNCHES

Promotions are defined as activities that support the marketing of a product so as to increase sales or customer awareness.

They are a way to introduce newness and interest into the store and generate more customers and sales. It’s always refreshing for shoppers to see something different in their favourite store.

Promotions are generally product - driven and occur over a short period of time. They can be launched weekly, bi-weekly or monthly depending on the nature of the promotion.

Special events are promotions celebrating some of our favourite times of the year:

Mother’s Day, Father’s Day, Valentines Day, Easter etc

Where do we launch promotions?

Windows, hotspots, Till pointsback walls, fitting rooms, store entrances and void areas.

Promotion dates are critical! Launch dates and removal dates must be followed at all times.

It is also important that all relevant decor components for the promotion arrive on time and are easily accessible.

All promotion stock should be selected according to Head Office instruction and should be readily available for dressing.

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SIGNAGE PLACEMENT

BRANDING BOARD: To be well- placed on top of a back wall poster.

GREAT PRICE BANNER: To be well placed directly on the frame on top of the merchandise and the sticker on the merchandise.

SALE POSTER :To be hanged well on top of the sale merchandise fixture.

CHECKOUT BANNER: To be well - placed on the window display.

AS ADVERTISED: To be well-placed on top of the fixture with the right merchandise.

MANAGER’S SPECIALS: To be well-placed on top of the fixture with the rightf merchandise.

WINDOW BANNERS: To be well- placed on the window display

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SIGNAGE STORAGE & CAREWhen we talk about visual equipment, we mean all the different pieces of equipment used to highlight and display merchandise.

In other words, equipment used to enhance the store and sell the product. Visual equipment is extremely expensive and is seen as a long-term investment.

Uttermost care needs to be taken with handling and storage. There is nothing less attractive than a mannequin or base with nicks and scratches on it .

Storage of equipment

Care of equipment

When equipment is stored neatly, it allows easy access inside the storage. It also means that equipment won’t be moved around unnecessarily.

Mannequins should be clearly labelled and stored in an upright position with all body parts securely covered in bubble wrap.

Hotspot bases must be stacked on top of each other .

Large frames are best stored in an upright position against a wall.

Special occasion equipment: e.g Christmas decorations must be boxed and clearly marked in a separate area.

Back wall graphics and window graphics and should be rolled up and clearly marked.

Never use broken and damaged equipment on the sales floor and report any breakages to your line manager, so that they can be repaired.

Any equipment that cannot be repaired must be sold or destroyed (refer to the Visual Manager first)

Don’t destroy any ticketing decor unless it is torn or damaged, or Head Office has instructed you to do so.

All visual equipment displayed on the sales floor should be cleaned with soap and water before being used. NB Do not use harsh or abrasive chemicals to clean VM equipment as it is usually fragile and can easily get damaged. When a window or hotspot has been stripped and cleared, any equipment that is to be packed away in the storage room must first be cleaned.

Care begins with the back areas of your store.

If these areas are not managed and maintained, damages and losses will occur.

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CONCLUSION

An excellent VM aims to:

Reach high standards, by exceeding expectations through creativity

Increase sales through effective displays

Passionately manage the brand and company image through application of laid down principles

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