RETL 365 Chapter 1 - Prof. Daniela Jankovska PDF

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Prof. Daniela Jankovska...

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Unit 1: why do we display? 1. What is visual merchandising? a. It's all about showing merchandise and visual concepts at their very best in order to sell b. May not sell exact product or idea promoted but we attempt to convince the audience of the product value c. Helps influence our perceptions about the store d. The consumer can be whoever they want to be by wearing certain lifestyle brands that have built in status symbol e. Window displays encourage the shopper to enter the store f. Visually entertains and delights the consumer g. Enhances the shopping experience h. Introduces and explains new products i. Builds store image & projection j. It gets the customer to pause and shop the selling floor i. Or to return at home an research online k. It educates customers about pairing and scissoring merchandise l. It reinforces trends 2. The retail experience a. Retailers need to monitor the environment and use technology to help them articulate and implement well designed strategies to encourage growth and profitability b. E-commerce draws technologies such as mobile commerce, electronic funds transfer, supply chain management, internet marketing, online transaction processing, electronic data interchange, inventory management automated data c. In order for retailers to succeed they need to use technology to enhance the in-store experience and bring the physical and digital world into one seamless experience 3. Consumer engagement a. They want to shop anywhere, at anytime and they expect a seamless experience across all the channels = omnichannel b. Mobile alerts i. i.e new product announcements, personalized offers c. Information everywhere i. i.e scanning the product from the visual display 4. The new retail experience a. Customer centric and service oriented b. Incorporate in-store activities and experiences c. Personalization and value proposition of products d. Resonate with the consumer aspirations and expectations e. Have a sense of community, focus on technological advancements f. Interactive fixtures and displays

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Shoppers are 70% more likely to buy something they touch ot pick up in a store g. After hours pick up i. Order online and pickup at a physical store nearby 5. Sustainability in VM a. Sustainable retail practices in visual merchandising: i. Ruse, repurposed & recycle while using brand identity ii. Appealing and memorable experience iii. Apply signature features 1. Color and symbol 2. Less is more iv. Consider the brand and the client you are trying to impress 6. Brand identity in VM a. Brand and brand identity i. Brand is perception, and perception is easy to attain and expensive to change ii. Brand identity is expressed through the most physically embodied aspects of the organization iii. Manifestation of what we can see, hear, and experience Chapter 2: color and texture 1. Color and texture in visual merchandising and retail a. Color (and quality) is the biggest motivation for shoppers- people buy color before they buy size, fit. Or price b. Texture adds depth and interest- you are able to “feel” the product c. Smooth surfaces reflect light & appear lighter, and rough surfaces hold light and appear darker d. Textures are also suggestive 2. Psychological reactions to color a. Yellow- sunshine, gold b. Orange- friendly, sociable c. Red, exciting passionate d. Pink- sweet, pretty e. Green- alive, growing f. Blue- cool, calm g. Blue-green - restful h. White- innocence i. black- mystery, sex, and death 3. Color families a. Warm i. Aggressive, spirited & advancing ii. Red,yellow, pink , brown b. Cool

i. Receding ii. Blue, green, violet c. Neutral i. Warm or cool ii. White, grey, black, brown 4. Color mixing a. Primary colors b. Secondary colors c. Intermediate color i. Primary + secondary d. Tertiary color 5. Color schemes a. Analogous and adjacent color i. Colors that exist harmoniously next to each other b. Complimentary colors c. Contrasting colors d. Monochromatic colors e. Neutral colors 6. Color and the brand identity a....