apparel merchandising unit 3

7/23/2019 Apparel Merchandising Unit 3

http://slidepdf.com/reader/full/apparel-merchandising-unit-3 1/61

Visual Merchandising

A B



12/11/15 2Major Siva SSMPC



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

another12/11/15 $Major Siva SSMPC



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(

12/11/15 %Major Siva SSMPC



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




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

12/11/15 Major Siva SSMPC



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



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




VISUAL MERCHANDISINGSUCCESS FACTORS




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

12/11/15 1<Major Siva SSMPC



ELEMENTS INVISUAL MERCHANDISING



ELEMENTS

STORE

FRONT

STORE

INTERIOR

MERCHAND

ISEDISPLA

STORELAOUT

STORESPACE12/11/15 12Major Siva SSMPC



!" STORE FRONT

• ,he e*terior of a "#siness.

• 't incl#des=

1.Signs

2.Mar>#ee

$.0ntrances

%.?indo! :isla(

12/11/15 1$Major Siva SSMPC



!" 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

12/11/15 1%Major Siva SSMPC



" "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.




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



SHELVING

FOLDING

HANGIN

G

DUMPI

PEGGING




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




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



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




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




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




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.




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*




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




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.




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.




>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

Ds#n -etcE12/11/15 27Major Siva SSMPC



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




-" >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(

12/11/15 $<Major Siva SSMPC



TPES OF MANNE.UINS

•

Realistic

Semi realistic

A"stract

Semia"stract

eadless

12/11/15 $1Major Siva SSMPC



!" REALISTICMANNE.UIN

Resem"les theever(da( ersonrather than a

movie star.




+" SEMI

REALISTIC

's like realistic

manne>#in-B#t its make# is

more

:ecorative andst(li+ed.

12/11/15 $$Major Siva SSMPC

,he a"stract manne>#ins feat#re a more vag#e design and not designed to "e



,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.

12/11/15 $%Major Siva SSMPC



-" SEMI A7STRACT

's more st(li+ed than the semirealistic manne>#in and its feat#re ma( "eainted or s#ggested rather than dened.




Chr$*e Manne9uin

12/11/15 Major Siva SSMPC $

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"



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.

12/11/15 $Major Siva SSMPC



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


.UARTER



.UARTERFORMS)

Reresentationof a art of the#man

anatom(- s#chas the ,orso-the "#st or thearea fromSho#lder to!aist or fromhis to ankles.


II"ARTICULATED ARTIST5S FIGURES



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

12/11/15 %<Major Siva SSMPC



III"DRESS FORMS AND SUIT FORMS

12/11/15 %1Major Siva SSMPC

"



"

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.




V"DRAPER?as a simle- #ncomlicated and often

#nder#sed alternative to manne>#in

12/11/15 %$Major Siva SSMPC

Simle hanger



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.

12/11/15 %%Major Siva SSMPC

VII PINUP TECHNI.UES



VII"PINUP TECHNI.UESMakes #se of a anel- !all 6r somevertical s#rface onto !hich a arment can

"e inned- shaed and :imensionalised.


VIII LA1DO>N TECHNI.UE



VIII"LA1DO>N TECHNI.UE 'nvolves the folding- leating andlacement of garment ne*t to garment or

accessories ne*t to feat#red garment.


"merchandise is #lled Stretched or #lled



merchandise is #lled- Stretched or #lledthe garment into a"stract Shaes thatresent an

ang#lar and cris resentation.




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




INCORRECT




'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.





STORE FI@TURES



STORE FI@TURES

,o make storeGs !all merchandisa"le-!all #s#all( covered !ith a skin that istted !ith vertical col#mns of notches.




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&




STANDSIsed in avariet( orassortment!indo! fromglass line tothe "ack of

the disla(!indo!




/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


ROUND RAC4S



Circ#lar racks on !hich garments areh#ng aro#nd the entire circ#mference

ROUND RAC4S


7IN



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


T1STAND



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



A *t#re !ith fo#r e*tended arms-

that ermits accessi"ilit( to hangingmerchandise all the !a( aro#nd

FOUR 1>A STAND

apparel merchandising unit 3

Documents