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.
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Methods will depend upon the target
customer.
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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.
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The use of color can attract customers.
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Simplicity can focus customer attention.
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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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