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Visual Merchandising

Why is Visual Merchandising important for a store?
-overstimulates customer (easier to shop when product is presented in unified ways)
-first impressions (Must support the brand and what you want to be as a retailer)
-Competition (give them something to talk about)
-Educate the Customer (Show them what's hot now)
-Make shopping easier (Gets the customer to see more merchandise)

The Essentials of Visual Merchandising:
-The Product (the clothes)
-The Display area (how much product can you put in your space without over cluttering making it look sloppy)
-Props & Display tools
-Signs (please no neon)

The Product:
-right product for the right time (no fur coats in July)
-Avoid looking sloppy by not OVER stocking 
-If its been in the store a long time and still not selling, get rid of it
-Know your customer (if your customers are mostly older men don't sell headbands)
-Train your staff to be able to answer questions well
-Create an image, a look

Display Area:
-Change the window display every two weeks (reflect holidays and special events)
-Make it around eye level (no one wants to buy something they can't reach or is on the floor)
-Platforms (To make the product seem more important and therefor a better seller)

Props & Display Tools:
-Furniture (don't get to artsy with this, people will actually want to sit on these)
-Need a focal point (our eyes are always drawn to bright colors and shiny objects first.)

-Lighting is the #1 sales influencer (get bright white ones)
-Wall display lighting (adds drama)(as if we didn't get enough from the hills)

To do list: (if you have a store or work at one)
  • develop a theme for the display
  • Create a visual rhythm (to guide the eye through the display easily)
  • Make a few items in the display repeat 
  • Keep things high in the back and low in the front (of display)
  • Less Merchandise creates a higher priced image
  • Create a calender for window themes
  • If there is a carpet, clean it. (Or even better get rid of it, there gross and hard to walk on in heels)
  • Go Green! (make sure a sign makes customer aware of this)
  • Paint the walls with upbeat color
  • Play Music (MAKE SURE it fits with the product  - no Hannah Montana with sophisticated dresses and no Heavy metal with pretty pink dresses)
  • Add color to your display

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Caroline Mason: 21. Native New Yorker (and one time North Carolinian). Assistant to Derek Blasberg. Just a girl who is OCD about all things fashion, drinks way too much coffee, and has an affinity for late night talk shows and travel books. FIT class of 2016. Previously with Karla Otto PR, Lori Goldstein and Lester Garcia.

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