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UNIT F FASHION PROMOTION

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UNIT F FASHION PROMOTION 6.03 Explain visual merchandising. – PowerPoint PPT presentation

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Title: UNIT F FASHION PROMOTION


1
UNIT FFASHION PROMOTION
  • 6.03 Explain visual merchandising.

2
Visual merchandising
  • Attractive and appealing physical display of
    merchandise combined with effective store layout
    and décor.
  • The purpose is to present merchandise so the
    business will receive maximum traffic exposure.
  • All visual merchandising activities are directed
    toward creating sales for the business.

3
Merchandise presentation
  • The effective ways merchandise is hung, placed on
    shelves or tables, or otherwise
    made
    available to
    customers in
    retail stores.

4
Store image
The perception of the store in the minds of its
customers.
5
Display
The physical and visual presentation of
merchandise in an attractive and appealing way.
6
Goals of visual merchandising
  • Capture the customers interest
  • Entice customers to enter the store
  • Visually create sales
  • Urge customers to make purchases
  • Promote the store image
  • Attract attention to merchandise
  • Educate customers about merchandise
  • Encourage impulse buying

7
Window display
Exterior presentation of merchandise to generate
in-store traffic.
  • Provides the customers first encounter with the
    store
  • Used to show merchandise to those passing to
    encourage them to enter the store

8
Window displays
  • Open window display A store window that
    provides a direct view into the store with no
    back wall to block the view.
  • The interior store area is visible from the
    exterior.
  • Closed window display An enclosed store window
    in which customers can view only the window
    display and cannot see inside the store through
    the window.

9
Interior displays Visual presentation of
merchandise inside the store designed to attract
customers and motivate them to purchase
immediately.
  • Island
  • Ledge
  • Shadow box
  • Enclosed
  • Point-of-purchase
  • Flying
  • Showcase

10
  • Island A display, usually raised, viewable from
    all sides.
  • Ledge A display shelf usually located about eye
    level behind a selling counter or above the top
    surfaces of display units.
  • Shadow box A miniature display, sometimes
    recessed, that may be locked and lighted and that
    is often used for high-end merchandise.

11
  • Enclosed A fully glassed in platform display
    usually at the entrance to the store or a
    department within the store.
  • Point-of-purchase Displays near a check out
    counter used to catch the customers eye and
    stimulate impulse buying.

12
  • Flying A display in which merchandise is hung
    from the ceiling or stretched across an open
    space by using fishing line to make it look as
    though it is flying in the air.
  • Showcase A display case that has a glass top
    and front used to showcase merchandise the store
    wants protected.

13
Promotional displays
Presentations that emphasize merchandise items,
lines, or a trend.
14
Institutional displays
Presentations that provide an idea rather than
specific merchandise.
15
Décor
The decorating theme and the style and appearance
of interior furnishings.
16
Layout
  • Selling area
  • Sales support areas

The interior arrangement of the retail facility.
17
Selling area
  • Area where merchandise is displayed and customers
    interact with sales personnel
  • Usually 75 to 80 percent of the total space

18
Sales support areas
  • Areas devoted to customer service, merchandise
    receiving and distribution, management offices,
    and staff activities
  • Should be located for easy customer access to
    restrooms, gift wrap stations, etc.

19
Components of visual presentation
  • Fixtures
  • Props
  • Functional
  • Decorative
  • Lighting
  • Signs
  • Materials

20
Fixtures
Shelves, tables, rods, counters, stands, forms,
easels, and platforms used to store merchandise
or display merchandise for sale.
21
Props
Objects added in a display to dramatize, get
attention, and help to create a theme, an idea,
or ambience.
  • Functional props
  • Decorative props

22
Functional props
Objects that physically support or hold
merchandise.
  • Mannequins
  • Pedestals
  • Screens

23
Decorative props
Objects that establish a mood or an attractive
setting for the merchandise featured.
24
Mannequin
A three-dimensional representation of the human
form, realistic or abstract, used to display
merchandise.
  • A smaller version or partial mannequin is known
    as a form and is used as an alternative to a
    mannequin.

25
Lighting
  • Light creates visual impact.
  • Light can create contrast and accent displays.
  • Light can place focus on one particular item.
  • Colored or black lights may be options.

Illumination
  • Lighting can set the mood for the shopping
    experience or can create settings for merchandise.

26
Signs
  • Posters
  • Banners
  • Flags
  • Hanging signs
  • Counter signs
  • Cards
  • Individual letters or complete signs that
    communicate information in a retail store.

27
Materials
  • Tools or equipment used in the construction of
    displays.

28
Elements and principles of design
  • ELEMENTS OF DESIGN
  • Color
  • Line
  • Shape/silhouette
  • Texture
  • PRINCIPLES OF DESIGN
  • Balance
  • Proportion
  • Emphasis
  • Rhythm

29
Color
  • One of the most influential elements of design
    used in visual merchandising
  • It is the fastest way to attract attention.
  • Colors help to create an impression.

30
Line
  • Directs how you want the customer to view the
    presentation
  • Line predicts movement.

31
Shape/Silhouette
  • The outline of the display

Texture
  • In display, smooth, shiny surfaces reflect light
    where nubby surfaces absorb light and appear
    darker.

32
Balance
Proportion
  • The display may be symmetrical (formal) imparting
    a more calming mood or asymmetrical (informal)
    reflecting a flamboyant mood.
  • All merchandise and props used in a display
    should be of an appropriate size in relationship
    to other items in the display.

33
Emphasis
Rhythm
  • Focal point or concentration of interest should
    be defined to the customer.
  • Brings continuity or easy eye movement to the
    display
  • Moves the customers eyes from side to side, back
    to front, element to element
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