1. 1.3 THE ELEMENTS & PRINCIPLES OF VISUAL MERCHANDISING
1.1. a) THE MERCHANDISE
1.2. b) MATERIALS AND PROPS
1.3. c) MANNEQUINS
1.4. d) LIGHTING
1.5. e) COLOR
1.6. f) SIGNAGE AND GRAPHICS
2. GOALS
2.1. CREATE EXCITEMENT
2.2. STIMULATE ALL FIVE CUST. SENSE
2.3. CREATE A SUCCESFUL FLOORPLAN
2.4. KNOW YOUR SHOPPER DEMOGRAPHIC
2.5. BE INSPIRED BY OTHERS
3. 1.3.2 THE PRINCIPLES OF DESIGN
3.1. BALANCE
3.1.1. EQUAL DISTRIBUTIONS OF OBJECTS
3.1.2. DIFFERENT ELEMENT ARE EQUAL
3.1.3. DIVIDED TO 3 TYPES
3.1.3.1. SYMMETRICAL
3.1.3.2. ASYMMETRICAL
3.1.3.3. RADIAL
3.1.4. ITS PROVIDE STABILITY AND STRUCTURE TO A DESIGN
3.2. EMPHASIS
3.2.1. REFERRED AS POINT OF FOCUS/INTERRUPTION
3.2.2. MARKS LOCATION WHERE CUSTOMER NORMALLY GIVE ATTENTION
3.2.3. USED BY DESIGNER TO CALL ATTENTION TO SOMETHING.
3.2.4. WITHOUT IT YOUR EYES TEND TO WANDER AND IS NEVER SATIATED
3.2.5. EMPHASIS DIVIDED BY 3
3.2.5.1. CONTRAST
3.2.5.1.1. COLOR
3.2.5.1.2. TEXTURE
3.2.5.1.3. SHAPE
3.2.5.1.4. SIZE/SCALE
3.2.5.2. PLACEMENT
3.2.5.2.1. STRATEGIC LOCATION
3.2.5.3. ISOLATION
3.2.5.3.1. GROUPED TOGETHER CLOSELY
3.2.5.3.2. OBJECT BY ITSELF
3.3. PROPORTIONS
3.3.1. RELATIVE SIZE/SCALE IN DESIGN
3.3.2. PROMOTE AN IDEA/LOOK (FRAGILE VS WEAK)
3.3.2.1. HOW DO ELEMENT RELATE?
3.3.2.2. CONSIDER SIZE OF THE SPACE IN THE WINDOW
3.3.2.3. CONSIDER THE SIZE OF OBJECTS TO BE USED IN THE WINDOW
3.4. RHYTHM
3.4.1. LINE DIRECTION, EYE MOVEMENT
3.4.2. FROM DOMINANT TO SUBORDINATE
3.4.3. USE OF LINE, COLOR, AND LIGHTING
3.4.4. HELP YOUR EYE THROUGH A ROOM
3.4.4.1. STEP OR PROGRESSION : LIGHT TO DARK
3.4.4.2. REPITITION
3.4.4.3. ALTENANTION
3.5. HARMONY
3.5.1. PLEASING EFFECT OF COMBINATION
3.5.2. COMBINATION OF COLOR THAT CAN BE ACHIEVED THROUGH A REPETITION & RYTHM
3.5.3. CREATING AN AREA OF ATTENTION
4. 1.1.2 HISTORY OF VISUAL MERCHANDISING
4.1. MITSUKOSHI, TOKYO DEPARTMENT
4.1.1. 1673
4.1.2. CONCEPT ; CUSTOM
4.1.3. AIM: BRING CUSTOMER INTO THE STORE RATHER THAN SELLING DOOR TO DOOR
4.1.4. ARISTRIDE BOUCICAUT IDEA OF SETTING UP THIS KIND OF STORE
4.2. HARRODS
4.2.1. 1849, LONDON
4.2.2. SMALL RETAILS SELL GROCERIES , PERFUMES AND STATIONERIES
4.3. LE BON MARCHE
4.3.1. 1852, PARIS (WORLD'S FIRST DEPARTMENT STORE BY BOUCICAUT)
4.3.2. CONCEPTY SPREAD TO U.S
4.3.2.1. NEW YORK (MACY'S) , 1858
4.3.2.2. CHICAGO (MARSHALL FIELD'S ) , 1865
4.3.2.3. NEW YORK (BLOOMINGDALES'S) , 1872
4.3.2.4. PHILADELPHIA (WANAMAKER'S) , 1876
4.3.3. OFFER IMPRESSIVE SHOPPING EXPERIENCE THROUGH ITS GRANDEUR OF ITS ARCHITECTURE.
4.4. GORDON SELFRIDGE
4.4.1. 15.3.1909, SELFRIDGE BECAME THE BENCHMARK OF BRTISH RETAILING
4.4.2. 1928, HE DOUBLED THE SIZE OF HIS STORE.
4.4.3. DISPLAY MERCHANDISE IN PLATE-GLASS WINDOWS
4.4.4. THE STARTER OF WINDOWS LIGHT STILL ON EVEN WHEN THE STORE WAS CLOSED.
5. 1.1.1 DEFINITION ;
5.1. PROFESSION THAT INVOLVES DISPLAYING MERCHANDISE AND DECORATION IN A STORE WAY THAT REFLECTS THE POSITIVE IMAGE OF THE STORE AND GETS CUSTOMER ATTENTION TO THE STORE
5.1.1. VISUAL ; SENSE OF SIGHT/LOOK
5.1.2. MERCHANDISING : ONE PRODUCT IS USED TO SELL ANOTHER.
6. 1.2 ROLE OF A VISUAL MERCHANDISER
6.1. DAY TO DAY OF A VISUAL MERCHANDISER -MANAGE AND OVERSEE THE VISUAL PRESENTATION OF WINDOW & IN-STORE DISPLAYS. -EXPECTED TO SET THE OVERALL RETAIL STANDARDS FOR THE STORE. * EVERYDAY TASK WILL INCLUDE ENSURING THAT THE FIXTURES REPLENISHED WITH THE CORRECT PRODUCT AND SIGNAGE ARE PRESENT * ALSO CHECKING THE WINDOWS AND IN THE STORE DISPLAYS ARE STILL PRESENTABLE, TIDY & WELL-LIT.
6.1.1. a) VISUAL MERCHANDISE MANAGER
6.1.1.1. MANAGE A TEAM
6.1.1.2. LIAISE A TEAM
6.1.1.3. COMMUNICATE WITH THE SENIOR VISUAL MERCHANDISE MANAGER
6.1.1.4. DESIGN & IMPLEMENT IN-STORE & WINDOWS DISPLAYS
6.1.1.5. INTERACT WITH THE GRAPHICS TEAM
6.1.1.6. LIAISE WITH FLOOR MANAGERS
6.1.1.7. KNOW COMPETITORS
6.1.1.8. COMMUNICATE WITH BRANDS
6.1.2. b) DRESSER VISUAL MERCHANDISER
6.1.2.1. MAINTAIN RETAIL STANDARDS
6.1.2.2. AWARE OF FASHION TRENDS
6.1.2.3. WORK CLOSELY WITH SHOP-FLOOR STAFF TO ENSURE VISUAL GUIDELINES ARE MET
6.1.2.4. UNDERSTAND & BE AWARE OF BRANDS
6.1.2.5. PRESENTS MERCHANDISE BOTH CREATIVELY & WITH THE MAXIMIZATION OF SALES IN MIND
7. 1.2.2 RECOGNIZE OF VISUAL MERCHANDISING IN RETAILING
7.1. a) VISUAL MERCHANDISING IN A DEPARTMENT STORE
7.1.1. ONE OR BY TEAM OF VISUAL MERCHANDISERS MAY BE TRAVEL FROM STORE TO STORE IN A CHAIN, COVERING SPECIFIC AREAS IN COUNTRY.
7.1.2. FOR ANY MAJOR PROMOTION, VISUAL MERCHANDISER WILL MAKE THE PLAN TO DECORATE.
7.1.3. DESIGNING, PLAN INSTALLATION MADE BY VISUAL MERCHANDISER
7.1.4. COMMUNICATION VISUAL STRATEGY TO EACH OF THE STORES MANAGERS AND STORE STAFF
7.1.5. ORDERED AND MONITORED SIGNAGE AND PRICE TAGS.
7.2. b) VISUAL MERCHANDISING OF MULTIPLE CHAIN STORES
7.2.1. HIGH STREET CHAINS WILL HAVE A SIMILAR VISUAL MERCHANDISING STRUCTURE TO THAT OF A DEPARTMENT STORE
7.2.2. VISUAL MERCHANDISER IN A MULTIPLE CHAIN WILL BE RECRUITED THROUGH A FIRM'S HEAD OFFICE.
7.3. c) VISUAL MERCHANDISER OF SMALL RETAIL OUTLETS
7.3.1. HELP OF A SELF-EMPLOYED VISUAL MERCHANDISER (FREELANCERS) TO HELP PROMOTE THEIR MERCHANDISE
7.3.2. CHANGE THELOOK AND ATMOSPHERE OF A STORE IN A MATTER OF HOURS
7.3.3. SPECIALIZE IN DESIGNING
7.3.4. FAST AND EFFICIENT
7.3.5. MOST OF CREATIVE INDIVIDUALS HAVE TRAINED WITHIN A ESTABLISHED AND REOWNED VISUAL TEAM