By the end of the lesson you will be able to… Explain the roles and responsibilities of Visual...
If you can't read please download the document
By the end of the lesson you will be able to… Explain the roles and responsibilities of Visual Merchandising Give examples of how certain brands use Visual
By the end of the lesson you will be able to Explain the roles
and responsibilities of Visual Merchandising Give examples of how
certain brands use Visual Merchandising Create a model how visual
merchandising techniques can be used to effectively display
merchandise in a retail setting
Slide 2
Visual merchandising is the activity and profession of
developing the floor plans and three -dimensional displays in order
to maximise sales. The role of Visual Merchandiser is to have a
managerial mind set as well as to be creative and fast-paced. You
will train, motivate and coach your colleagues to constantly think
commercially.
Slide 3
The role is to report to the Store Manager, that you will
ensure that the brand identity and presentation standards in both
windows and store are achieved consistently and creatively. You
will train others on an ongoing basis on visual presentation. What
is a Target Market? A particular group of consumers at which a
product or service is aimed. Fashion brands all have a target
market and these are the customers that buy the products and
service provided by the retailer.
http://career.hm.com/content/hmcareer/en_il/what-can-you-do-here/sales/visual-merchandiser.html
It is very important for the VM to have the awareness of KYC- KNOW
YOUR CUSTOMER!!
Slide 4
An extraordinary retail phenomenon, Topshop appeals to
students, professionals, fashion taste makers and high profile
A-List stars alike. United by their desire for the latest forward
thinking trends, these shoppers enjoy both the store's exclusive
cult status and accessibility simultaneously. With over one million
customers visiting stores every week in pursuit of an up-to-the
minute fashion fix, the average customer is a loyal follower of the
brand. She cannot be defined by her age - which can range from
early teens to fifty something's - but instead her attitude. Style
conscious and independent, she is addicted to fashion but is not
dictated to. Instead she throws away the rulebook and aims for a
unique look.
http://www.topman.com/careers/about_brands/ts_customer.html Aiming
towards a trendy, style aware niche with a target demographic of
18- 35, All Saints have adopted a unique approach to their
marketing,. To create a brand that blends music and fashion into a
potent formula of desirable clothing that expresses individuality
and attitude penetrates through their design decisions, social
media strategy, store design and e-commerce. Retail design is the
most recognized on the British High Street. Evoking a mood of
decadent decay and distressed glamour with religious iconography
and vintage details added to layer upon layer of carefully aged
materials, their stores provide a mlange of inspiration, displayed
with that thrown together look emanating the idea that these are
pieces one might find in an old junk shop.
http://www.stylelogue.co.uk/fashion/all-saints-brand-profile/ UBRN
offering an eclectic mix of merchandise. We stock our stores with
what we love, calling on our - and our customer's - interest in
contemporary art, music and fashion. From men's & women's
apparel and accessories to items for the apartment, we offer a
lifestyle-specific shopping experience for the educated,
urban-minded individual in the 18 to 30 year-old range. In the
retail brands we design innovative stores that resonate with the
target audience; offer an eclectic mix of merchandise in which hard
and soft goods are cross merchandised; and construct unique product
displays that incorporate found objects into creative selling
vignettes. The emphasis is on creativity. Our goal is to offer a
product assortment and an environment so compelling and distinctive
that the customer feels an empathetic connection to the brand and
is persuaded to buy. http://www.urbn.com/profile/
Slide 5
The Fashion Forecaster will distribute the trends to the Head
Office and then to the design team. The garments are produced and
then distributed to the stores. A trend pack is produced at the
Head Office by the VM team and then launched in the main signature
store. The trend pack is then distributed to the area Visual
Managers and the in store VM. As a VM it is your responsibility to
floor walk with the Store Manger and Sales Manger. By doing this,
you will be discussing the visual presentation and the methods to
maximise sales.
Slide 6
This image is in the trend pack and shows the lay of How the
store should look Main Trends Promotion Clearance Jersey including
t-shirts, vests and leggings Shoes including hanging shoes i.e flat
shoes Denim jeans and jackets Petite section
Slide 7
Areas to consider in the overview Focal point - Focal point is
a place that people's eyes will immediately focus on when they
first look at the display Equipment Mannequins Floor Fixtures
Prongs Arm Bars T-Bars Box Stands Graphics
Slide 8
This video explains what Visual Merchandising is and how
Topshop is always in season and visually focuses on the customer by
advertising the trends. http://www.youtube.com/watch?v=FYuiYMtvvmA
As a collaborative designer, design a Capsule collection that you
would advertise /style as a Visual Merchandiser from the trend
provided Capsule Collection - A concept where a limited supply of
desired products is released in the market to generate sales as
well as promoting designers. Quick sketches of the designs One
complete outfit of 2 or more garments Quick developments of the
designs i.e. trousers from long to cropped Layering S/S season 15
Analyse your designs quick notes Style/Styling Colour Pallet
http://apparelresources.wordpress.com/retail/capsule-collections/
Slide 9
Once your capsule collection is complete, the next step is to
design a shop window to advertise your capsule collection. Areas to
Consider Equipment i.e. mannequins, posters, visual stands, focal
point, etc Annotate/analyse why you have created your display in
the way that you have i.e. is it affective? why does it meet the
season? Who is your customer? Add your colour pallet and think
about styling accessories Including add-ons. Evaluate your ideas
and design
http://www.sfd.co.uk/Visual-Merchandising-and-Window-Displays
Slide 10
Implement window/internal displays and promotional stances with
maximum impact and minimum disruption to the store Constantly
ensures that the integrity of the BRAND is maintained using
appropriate graphics, equipment and merchandising techniques Liaise
with Head Office visual teams on VM layout, implementation of
merchandising guidelines and high fashion trends Communicates with
management/store team on a daily basis on all aspects of the role,
merchandising, display concepts and trends Deliver great customer
services both personally and through the use of VM
Slide 11
Add-On Sales -Add-on sales are the promotion of additional
products or services to a customer at the time of purchase. Brand
Awareness - A gauge of marketing effectiveness measured by the
ability of a customer to recognize and/or recall a name, image or
other mark associated with a particular brand. Cross-Sell -A sales
technique in which the salesperson recognizes what a customer is
purchasing and will make suggestions or recommendations of other
related merchandise the shopper may also be interested in
purchasing. Facings -The number of identical products (or same)
facing out toward the customer. Facings are used in planograms and
when zoning a retail store. POS - Point of Sale. POS can be used to
describe physical promotional materials used within the store (e.g.
displays, posters etc.). This is also called point of purchase
materials or POP.. Merchandise (or re-merchandising) - Merchandise
is the breadth and depth of the products carried by retailers. Also
known as product assortment. VM -Visual merchandising is the art of
implementing effective design ideas to increase store traffic and
sales volume.
http://www.retailtoolbox.com.au/tools-and-calculators/retail-dictionary