Tuesday, March 13, 2012
Monday, March 5, 2012
Chapter 14 : Modular Fixtures and Systems in Floor Planning
This chapter emphasizes on major types of modular fixtures and systems in store planning.
Chapter 13 : Visual Merchandising and Dressing Fixtures
This chapter discusses visual merchandising and how it differs from visual presentation.
The seven objectives of visual merchandising is :
* to make it easier for shoppers to locate the desired merchandise.
* to make it easier for shoppers to self select
* to make it possible for the shopper to coordinate and accessorize on hs or her own
* to provide info on sizes, colors and price.
* to take the stress out of shopping
* to save shoppers time.
It expressed that visual merchandise is effective when it brings together the shopper and the product in a comfortable and convenient manner.Visual person should understand and know both product and the shopper to who retailers hope to appeal to.
Six factors that are used to provide emphasizes in visual display is :
* involve color
* coordination
* brand name
* size
* price
* end use
Benefits of visual merchandising for the retailer
* increasing sales
* promoting efficiency
* motivating the sales force and making it easier to satisfy customers needs
* saving time
* making sales people more effective
* simplifying the inventory process.
Chapter 12 : Fixtures
This chapter discusses the fixtures used in window display, on counters, ledges an as floor fixtures. Fixtures is considered "furniture ", for the selling area if an establishment. It creates the resonantly or the image of the selling space.
* Choices of materials used in fixtures not only help identify the merchandise shown, but also reflects on the shopper who feels comfortable and " at home" in that environment.
Basic fixtures include: stands, platforms and elevation, customers, drapes, valets, easels and pipe racks. Other types are: pilfer- proof fixturing: this is to protect or locking he merchandise.
* they can be metal or plastic fabrication specifically designed to hold or elevate.
Ledge fixtures : placed where they cannot be reached or touched by the customer.
Major type of floor fixtures include counter/ showcase , round rack, T-Stand, UAE rack and a four -way face out.
* Finishes available for fixtures include chrome, nickel plate, brass, copper, bronze, pint and wood.
Chapter 25 : Store Planning and Design
This chapter mentioned that in the last few decades, a new type of architect/ designers have evolved, which has been labeled as a store planner. This person is not only a space planner, decorator and divider of the selling floor space, this is a designer who is also a merchant and a merchandiser presenter. It described how today's store planner is a space " surgeon ", a lighting expert, a colorist, and a visual merchandiser with a knowledge of mannequins, fixtures, furniture and forms an the know how in selling merchandise.
Store Planners work close with architects, store management, merchandisers and buyers.
* Based on previous sales figures or projected sales, the stor planner along with executives prepare a " blck plan ".
* Block plan is the first allocation of space on the ground plan and the designation of selling areas on the selling floor.
* The space is divided based on merchandising needs, proposed traffic patterns, proximity to related merchandise and anticipated sales.
* Store Planners need knowledge on mechanical drawing. They should know color / texture, the impact of light and lighting on merchandise.
Chapter 24 : Setting Up a Display Shop
This chapter discusses the physical requirements for a display workshop
* furniture and fixtures used in display shop
* tool supplies, trimmings to be kept in inventorying a well stocked display shop
* handy reference material that may be kept for use in display shop.
Ideas for future displays should be filed away along with booklets, brochures and other collected data that may be used
at a future date.
Furniture mentioned was a desk, file cabinet, drawing table , a taboret ( a small drawer on wheels) and a large clean, unobstructed work surface is also necessary. This should be at least 4 feet by 8 feet and is approachable from all sides.
* Also included adequate closets and bins.
Chapter 23 : Visual Merchandise Planning
This chapter discusses the importance of display calendar, events that included te focal points for display and the steps taking in planning and installation. Also mentioned was what consist of a " good display " which is planning, coordination and cooperation. The display person should also know in advance exactely what merchandise is coming in and what he or she will b requiredto show. They should know when particular display will be installed, where and what will be shown and promoted. Execution comes from knowing in advance what trends, colors and type of merchandise
are scheduled for future display. It also requires a close working relationship with retailer or buyer, the promotion department, advertising people and display manufacturers and suppliers. Display installation includes: merchandise, mannequins, lights, props, fixtures, backgrounds and signs.
Tuesday, February 7, 2012
Chapter 27: Point of Purchase Display
This chapter introduces the POP unit. These units can be a display, fixtures ans auxiliary items provided by vendor or manufacturers to retailers who stock and sell products.It can seen out side of store, in windows, inside the retail setting, on ledgers, counters,shelves, selling floor and also could be coming down ceiling. POP displays and designs:
- attract attention to the product
- promote and reinforceq band name
- show and explain the product, educate consumer etc.
- materials used can come from a variety of materials like paper, cardboard, foam cre, various thickness of wood, pressed board, plastic and metal.
Paper printing Techniques done on cardBoard and paper POP displays are printed by a process known as four color lithography or off set printing.
Chapter 26 : Visual Merchandising and the Changing Faces of Retail
This chapter discusses the many changes in retail set-up, emphasizing on mom & pop stores, shop with in a shop, designer shop, specialty stores, big box store and super- store. It expressed the changes over the years, and expressed to reinvent is the need of shoppers and the comfort ability, convenience and value they seek. They are interested selection, service and entertainment. Discount & Factory Outlets Stores are the buzzwords that get shoppers attention and motivate consumers in to shopping sprees.
Wednesday, February 1, 2012
Tuesday, January 31, 2012
Chapter 19 : Sales Ideas
A store image fashion and business should be maintained at the time of a saes promotion. The message for sale should be well lettered, well suited sign or depending on the store , location and clientele in a humorous manner. Regardless
Of what style or image of merchandise being offered, a sale event should not be dullard repetitious. With mannequins realistic or abstract adding signs " Everything Must Go ", " Down to Bare Essentials ", " Stripping for Action" are
words that can be themes for sale display.
Chapter 17: Familiar Symbols
This chapter emphasizes the color / color combination and how it is used to recognize holiday and events.
Example : Red & Green for Christmas. Red & Pink for Valentines Day. Red/ White and Blue for presidential sales or 4th.
Of July. Anniversaries can be symbolized by anything old or antique.
Back to school symbols include owls, foxes and squirrels.
Easter may be decorated in rainbow colors that include yellow, pink and lavender. Focusing on rebirth & renewal, display may include fluffy yellow chicks, ducklings and other baby denizen of the farm and forest.
Monday, January 30, 2012
Wednesday, January 25, 2012
Chapter 7: Display Window Construction
This chapter discussed closed-back window is known to be the typical display. It has a full back wall, sides, and a large plateglass window facing pedestrians on the street. It is also called an enclosed window. It discussed some of the problems associated the store windows that visual merchandiser has with the glare in the glass that blinds the shopper and cuts down on the visibility of the merchandise presented. Often, shoppers get a better view of what's going on out in the street and in the shop across the road than in the window into which they are looking. Some solutions visual merchandisers used were decorative awnings to shield windows, cutting down on the glare. Reflection is another problem, but some visual merchandisers have found that the use of lighter-colored backgrounds in the window creates better balance with the light coming from outside which was helpful in minimizing the reflection .
Once past the plate glass and into the window proper, the floor must be considered. Most display window floors are raised anywhere from 8 or 9 inches to 24 inches from street level. Rarely is the floor of a standard 8- or 9-foot-high window raised more than 2 feet—that would place the mannequin too high above eye level. Three floor settings are :A raised floor makes it possible to dramatize an object by forcing the viewer to look up to it. Other options are the raked floor, in which the back of the floor is several inches higher than the front, creating a ramp effect. Another style is the elevator- type windows. This floor is actually an elevator platform that can be lowered to the basement level, where the “window” is prepared and set and then raised to the desired level.
Once past the plate glass and into the window proper, the floor must be considered. Most display window floors are raised anywhere from 8 or 9 inches to 24 inches from street level. Rarely is the floor of a standard 8- or 9-foot-high window raised more than 2 feet—that would place the mannequin too high above eye level. Three floor settings are :A raised floor makes it possible to dramatize an object by forcing the viewer to look up to it. Other options are the raked floor, in which the back of the floor is several inches higher than the front, creating a ramp effect. Another style is the elevator- type windows. This floor is actually an elevator platform that can be lowered to the basement level, where the “window” is prepared and set and then raised to the desired level.
Chapter 6 : The Exterior of the Store
This chapter reviewed how and where display is depends largely on the architecture and window placement of the structure, the physical layout of space, and the fixtures inside the building. It explained the importance of store's sign and how it makes the first impression on the shopper. It discussed different signage options and exterior designs. This chapter also discussed Windows in Storefront Design and the differences. Straight front windows are windows that run parallel to the street. Angled front, which is store entrance that recess from the street and the display windows lead back from the street to the entrance, creating an aisle for the shopper. Third arcade front consisting of a series of windows with backs and three sides of glass, coming forward from the entrance wall, which is set back from the street. Last the corner window which faces two streets that are perpendicular to each other. It is a window with a double exposure and double traffic. Also open façade, glass façade, and closed façade are other variations in storefront design that may be found in malls and shopping centers.
Chapter 5: Types of Display & Display Settings
The reasoning for display is to present and display. From the 1950- 1960's, window displays came when events were happening like Christmas. By the 1970's early 80's, displays were street treater displays that was meant to disturb or agitate viewers. In the 1980s and 1990s, displays became a matter of “hang 'em,” “drape 'em,” or “lay 'em on the ground.” Today, “humor” is more and more frequently being used to deliver the store's fashion image statement. It has become a significant element in visual language. Even though windows has lost some of the creative elements, it has been revived by in door displays. A display is at its best when it simply shows a color, an item, a collection, or just an idea. Types of displays include the following one item display, a line of goods display, a related merchandise. institutional display and promotional.
Display settings can be realistic, environmental, semirealistic, fantasy, or abstract.
Display settings can be realistic, environmental, semirealistic, fantasy, or abstract.
Chapter 3: Line and Composition
Line patterns are a major factor in visual display. It explained the four basics : Vertical, Horizontal , Curved and Diagonal and how these lines can give off a soft - hard affect, It is taught importance of composition. The arrangements of it in a visual display would be lines, forms, shapes and colors to create a whole. In a well designed display, it should be balance unless imbalance is the direction it going for. Line and Direction with a mix of color with form is the ingredients in every composition. Some elements should always bring out the strength and urge a glance to view entire visual.
Chapter 2 : Color and Texture
In this chapter , it emphasized that color is the biggest motivation for shopping. It expressed how some time a color of a sign could give off a distinction on how it identify with a store/ brand. Color can affect our mood while shopping and at times help promote sales. With color people can be put in particular categories. Children and non sophisticates respond to bright colors. Casual out going people are drawn to warm colors, sophisticated people like off color/ neutrals. Beside understanding and adding color to visual display, texture is also a major factor. At times this is used to describe or explain merchandise being presented and what it may be recognized for. With this thought , one must understand that what is used could be used from nature all the way to soda/ water bottles. It strong emphasized to stay way from toxic fumes in paints and sprays.
Chapter 1 Summary :
This chapter was an introduction to visual merchandising. It explained the concept behind it and how the main objective is to make sales/ profit. It expressed the sense of feelings behind the message of doing it, giving consumer a sense of fantasy for their selves . Each company may sell the same merchandise but what the company represents will identify their customer. Visual display is a way to heighten their appetite to buy. Also it emphasized going green, recycling and ways to save on cost by preserving props prior. Having these elements will give displays a more authentic feel to it.
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