▪Interior displays use fixtures and props to showcase merchandise ▪ Props are generally classified as decorative or functional
PROPS ▪Objects added that support the theme of the display
▪ Functional Props - practical items for holding merchandise such as mannequins and shirt forms ▪Decorative Props -Only purpose is to enhance merchandise. Items such as trees, tables, cars. ▪ Structural Props -used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc) TYPES OF PROPS
FUNCTIONAL PROPS
DECORATIVE PROPS
STRUCTURAL PROPS
▪ Show the customer what’s new ▪ Show customer how to put together a total look ▪ A good display helps create multiple sales ▪ Customers want to look like the display ▪ Customers want you to show them what to wear IMPORTANCE OF INTERIOR DISPLAYS
▪Often convey a common theme through out the store ▪ Animal prints, patriotic theme ▪Used to tell a color story INTERIOR DISPLAYS
▪ The large display in a store including the mannequins & wall displays are usually set up by visual department ▪ Small table displays and fixture top displays are usually set up & maintained by the individual department staff
▪ It is important to change departmental displays frequently
▪ Should be chosen to maximize merchandise exposure ▪Just inside store entrance ▪ At entrances to departments ▪Near cash/wrap counter ▪Next to related items ▪ By elevators and escalators ▪Open-to-mall areas INTERIOR DISPLAY LOCATIONS
WHEN TO CHANGE THE DISPLAYS?
▪When new merchandise comes in ▪Just to change around the pieces of a group that has been on the floor for awhile ▪Gives the group a new look
▪ The same customers walk through your department every week – you want it to look fresh ▪ You want to give them a reason to buy
WHAT TO USE FOR SUCCESSFUL DISPLAYS?
▪ Mannequins ▪Alternatives to mannequins ▪ Fixtures ▪ Props
▪ Realistic ▪ Semi realistic ▪ Abstract ▪ Semi-abstract ▪Headless TYPES OF MANNEQUINS
▪ REALISTIC MANNEQUIN Resembles the everyday person rather than a movie star.
▪ SEMI REALISTIC Is like realistic mannequin, But its makeup is more Decorative and stylized.
ABSTRACT Is concerned with creating an overall effect rather than reproducing natural lines and proportions. Features such as elbows, fingernails are rarely indicated.
SEMI ABSTRACT Is more stylized than the semi-realistic mannequin and its feature may be painted or suggested rather than defined.
HEADLESS: Has a full-size or Semi-realistic body with Arms and legs but no Head. It offers no personality or image.
ALTERNATIVES TO MANNEQUINS ▪ Three quarter forms ▪ Articulated artist’s figures ▪Dress forms and suit forms ▪Drapers ▪Hangers ▪ Lay down techniques ▪ Pin up techniques ▪ Flying techniques
THREE-QUARTER FORMS: Representation of a part of the Human anatomy, such as the Torso, the bust or the area from Shoulder to waist or from hips to ankles.
ARTICULATED ARTIST’S FIGURES based on small wooden miniatures used by artists and designers to get correct proportions and poses for figure drawing when live model is not available
DRESS FORMS AND SUIT FORMS
INFLATABLES Are life-sized “balloons” That stimulate parts of The human anatomy. Most resembles the Lower half of the body And is used to show jeans and pants.
DRAPER Was a simple, uncomplicated and often underused alternative to mannequin
HANGERS Simple hanger can be an alternative to the mannequin. Hangers can either be hung by invisible wire from a ceiling grid or it can be hung from a look that extends from a wall or panel.
PINUP TECHNIQUES Makes use of a panel, wall Or some vertical surface onto which a Garment can be pinned, shaped and Dimensional zed.
LAY-DOWN TECHNIQUE Involves the folding, pleating and placement of garment next to garment or accessories next to featured garment.
FLYING TECHNIQUES merchandise is pulled, Stretched or pulled the garment into abstract Shapes that present an angular and crisp presentation.
ATMOSPHERICS ▪ The design of an environment via: ▪ visual communications ▪lighting ▪ color ▪sound ▪scent ▪ To stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior
▪Name, logo and retail identity ▪Institutional signage ▪Directional, departmental and category signage ▪ Point-of-Sale (POS) Signage ▪ Lifestyle Graphics VISUAL COMMUNICATIONS
▪ Coordinate signs and graphics with store’s image ▪Inform the customer ▪Use signs and graphics as props ▪ Keep signs and graphics fresh ▪ Limit sign copy ▪Use appropriate typefaces on signs ▪ Create theatrical effects CONTD…..
▪ Sound ▪Music viewed as valuable marketing tool ▪Often customized to customer demographics - AIE (http://www.aeimusic.com) ▪ Can use volume and tempo for crowd control ▪ Scent ▪ Smell has a large impact on our emotions ▪ Victoria Secret, The Magic Kingdom, The Knot Shop ▪ Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures SOUND AND SCENT
CASE STUDY
Adidas
Adidas Effectiveness : The display of upside down women signifies the freedom and independency of women which will motivate them to walk in the store. Why did it work : It forces female customers to ponder what the store holds for them.
Marks & Spencer
Marks & Spencer Clarity of thought : The window display clearly shows that the sale season is going on for the apparels and accessories offered by the store. Creativity : The red color is used to indicate sale period which can be discovered from a far distance. Red colour is psychologically attached to the customers; it portrays excitement/ impulse purchase decisions
Effectiveness : A customer interested would surely walk-in to avail the discounts as the display is shouting out for the sale season. Why did it work : The entire display used the red color tints and shades indicating sales period & also providing an opportunity to avail extra reduction. The big banners as well as mannequins wearing similar t-shirts talking about sale are also very helpful
▪ Visual merchandising is first and foremost strategic activity. ▪ Put your best-selling merchandise in your bestselling space. ▪If you only do one thing with your store, make it professional. ▪ The storefront, tell the right story about what kind of merchandise is available ▪Invest proper signage to take your store to the next level. CONCLUSION
BIBLOGRAPHY ▪www.textilescommittee.nic.in ▪www.google.com ▪www.wikipedia.com ▪www.visualstore.com ▪www.slideshare.com ▪ Fashion: from concept to consumer 1999- frings, gini stephen ▪Visual merchandising and display fifth edition – martin
ANY QUESTIONS?
SUBMITTED BY: JASPREET kAUR L-2010-HSC-09-BFD