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.