Syllabus212

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Visual MerchandisingandDisplay

Course Syllabus and Guide

Spring, 2013

FASH 212

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FASH 212 Visual Merchandising and Display: Syllabus

Run date: J anuary 5, 2013 - 1 - Syllabus212

FASH 212 - VISUAL MERCHANDISINGand

DISPLAY

Welcome to the Fashion Merchandising program. You must takethe time to read and study the following information, as it will probably answer many ofthe questions you may have about the course. It is the student's obligation to read,understand, and abide by the policies outlined in this syllabus. Bring this syllabus toclass each week as we refer to it often.

Course Catalog Description: Students will apply the principles and methods ofdisplaying, promoting, and merchandising fashion apparel and accessories. They will

analyze and critique displays of fellow students as well as displays created byprofessionals for area retailers. Through comprehensive projects, students willdemonstrate and present methods of displaying merchandise and develop a basicunderstanding of the use of showcases, equipment, materials and lighting in creatingeffective displays. Students are required to participate in field trip exercises and willneed a digital camera and access to a computer. (Prerequisites: A grade of C or higherin FASH 121 and MRKT 111).

Course Objective: The student will gain a basic understanding of the field of visualmerchandising and display through studying the various elements that comprise thediscipline. Those elements include color, composition, lighting, store interiors and

exteriors, window construction, mannequins, fixtures, and graphics and signage.

Text: Martin M. Pegler; Visual Merchandising and Display, Sixth Edition; FairchildPublications, 2012. This is a beautifully illustrated text that is an industry standard. It iscomprehensive in its coverage of practical aspects of merchandising and display. Almostthe entire text is covered in this course.

Course Logistics: The course is divided into five units. Following each of the units isan objective examination. There are required class projects to complete the course. Allexams are given in class. This is a three credit course.

Grades: The student must maintain a passing average for all 5 examinations, completethe Field and Internet Project, Photography and Presentation Project, Small Item Displayand Photography Project, and participate in the Display Window Project as part of a teameffort to earn a passing grade and 3 credits for the course. Instructors may conferupgrades based on submission of reports, test averages, or combinations thereof.

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Class Materials:

Computer with access to Microsoft PowerPoint +USB flash drive memory stickfor photo presentation. Compromise would be a CD burner but they tend to runslow. You will also need access to the Internet.

Computer printer color printer highly recommended and not running low ontoner or ink

Camera:Highly recommended =digital

Compromise = cell phone camera although some new phones takeexcellent photos

Not recommended =film Helpful accessory: camera tripod for night photography and the portfolio project Software: digital photo editing program for cropping and enhancing your photos Art supplies: colored pencils; scrapbook supplies (scissors/tape/glue, etc.) Project supplies: binders for all 4 required projects plus plastic view sheets Showcase preparation supplies: glass cleaner, paper towels, broom, dustpan, etc.

Core Competencies: Students will acquire the listed competencies via reading thetext, attending lectures, participating in class discussions, preparing for examinations,participating in display exercises and projects, and viewing PowerPoint presentations andoverheads, handouts, etc. as determined by the instructor.

Communication: The student will communicate information and ideas clearly andeffectively in the written and spoken form and will demonstrate effective listening andreading skills.Critical Thinking: The student will think clearly, critically and creatively to analyzeinformation, identify solutions, make logical decisions and solve problems.Creative Expression: The student will use visual, verbal or written methods of

communication to articulate a response to the arts and/or humanities.Technology Literacy: The student will use computer systems and other appropriate formsof technology to achieve professional, educational, and personal objectives.

MF/

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FASH 212: STUDENT INFORMATION SHEET

Course Number/Section: FASH 212, Section ___________________________________

Meeting Times: _______________________Location: _________________________

Marketing Team Faculty and Staff:

Name Title Telephone e-mail/web

Michael "Spike" Fowler Professor (732) 224-2921 [email protected]@spikefowler.comwww.spikefowler.com

Instructor's Mailbox Location: Larrison Hall, Second floor, West Wing, Room 201

Instructor's Desk Location:Larrison Hall, Second floor, West Wing, Room 202

Instructor's Office Hours: ___________________________________________________

Semester Begins: ______________________Ends: _______________________________

Last Date to Withdraw from this Class: ________________________________________

Notification for Students with Disabilities: If you have a documented disability and wouldlike to request accommodations and/or academic adjustments, contact the DisabilityServices Office at (732) 224-2730. Brookdale provides support services for all studentswith disabilities. Any student with a disability can make an appointment to requestaccommodations.

Course Requirements: to pass this course and earn 3 academic credits, you must completethe following requirements:

Maintain a minimum test average of 65 for the 5 required exams Maintain attendance standards as outlined in this syllabus Complete the display window requirement and receive a passing grade Complete the photo presentation project and receive a passing grade Submit 4 projects that combine as 25% of your grade

Participate in the field trip and present the written critiques Submit the Internet project Submit the Small Item Display and Photography project

Submit a report on your role in constructing the display

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Grading Policy: your final grade will be based on four requirements, each counting as 1/425% =average for the 5 unit tests; this average must be 65 or >25% =display window project25% =PowerPoint presentation25% =Grade for the 4 assigned projects (field trip, Internet, photo, showcase)

This course is highly dependent on class participation. You must pass all four

areas. A failure in one of the 4 areas cannot be offset by three other passing grades.

Test Score to letter grades, and letter grades to final grades are as follows93 or > = A Outstanding; not attainable w/more than 1 unexcused absence90 - 92 = A- Excellent; not attainable w/more than 2 unexcused absences87 - 89 = B+ Very good; not attainable w/more than 3 unexcused absences83 - 86 = B Very good; not attainable w/more than 3 unexcused absences80 82 = B- Good; not attainable w/more than 3 unexcused absences76 - 79 = C+ Very satisfactory; not attainable w/more than 4 unexcused absences70 - 75 = C Satisfactory; not attainable w/more than 4 unexcused absences65 - 69 = D Marginal; not attainable w/more than 4 unexcused absences

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Instructors Attendance Requirements and Testing Policy: students are required to attendall classes. Tests must be taken in class on the day and time they are scheduled.Unexcused absences do not waive the student's obligation to take the exam on thescheduled day and there are no makeup exams. Students who do not take the test on thescheduled date will receive a grade of 0.

Instructors may grant exceptions via advance arrangements or for medical, legal,personal or other bona fide reasons where students can provide valid writtendocumentation for the absence. As a general guideline, employers requiring students towork during a regularly scheduled class is not considered a valid absence.

Expressed in simple and absolute terms, cutting an exam will result in a grade of 0unless the student has made advance arrangements or produces valid documentation forthe absence.

Addi tional Attendance, Lateness, and Lec tu re Poli cies:

1. If late, see instructor at end of lecture2. No credit for attendance if student leaves at the break. Students must notify the

instructor if they intend to leave.3. If out for illness or travel, see instructor

4. Not eligible for upgrade projects if you have more than 2 unexcused absencesAcademic Integr it y: any student utilizing notes, receiving assistance in any way, orcheating on an exam or assignment, will receive a zero grade for that exam orassignment. The student will also forfeit the opportunity to re-test on that exam orassignment. Expressed in simple and absolute terms - if you cheat in any way, you willnot receive credit for the course. This includes plagiarism on assignments.

Lecture Policies wireless phones and notebook/netbook computers:

Cell phones must be turned off or placed in a silent modeCell phones usage during the lecture including conversations and text messaging is

strictly prohibited. If an emergency call or text is received, the student must leave

the lecture.Portable computers must be utilized for notes and academics. Prohibited activities

include e-mailing, instant messaging, web surfing, and social networking.Remediation may consist of being asked to leave the lecture or surrendering your

device to a table or desk where it cant be accessed.

Incomplete: a grade of INC may be assigned for students who have been activelyparticipating throughout the term and approach the end of the terms without havingcompleted all the course requirements satisfactorily. A student who receives a grade ofIncompletemay continue work to a date as determined by the department. If the studentdoes not complete the requirements by the established date, the grade of INC will be

changed to an F. Requirements for eligibility are listed below.Marketing Team's Incomplete Grade Criteria:

1. No more than 2 absences2. Must have taken 3 of the 5 required examinations3. Must file appropriate forms within the prescribed time4. Deadline for completion this term is:____________________________

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Deadlines are extremely impor tant:

Grade penalties are invoked for any missed deadlines

My window display is scheduled for: _____________________My PowerPoint presentation is scheduled for: _____________________Lecture 9: Field trip review sheets: _____________________

Lecture 11: Internet project: _____________________Lecture 13: Small item display/photo project: _____________________Lecture 14: Display window report: _____________________

Notes:room logistics: board, windows

MF/

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JOINING THE LISTSERV

You are required to join the listserv as itgreatly benefits all Visual Merchandisingstudents, and links every student with every student. It will be especially helpful insharing notes, ideas, comments, test reviews, information, etc.

When you send a message to the listserv, it automatically broadcasts it to all othersin the group. If there is a question about a visual merchandising term, for example,asking the question will circulate it to all subscribers, who are then free to respond. Ifsomeone submits a test review, again as an example, it could be circulated to all groupmembers. The list is exclusive to Brookdale Visual Merchandising students, andmembership is regulated and controlled by Professor Fowler. You will automatically betaken off the listserv at the conclusion of the semester.

Easy Steps to Join the Listserv:

1. Using your standard e-mail client (program), send a blank message [email protected]

2. Wait for e-mail confirmation from Topica that you have been accepted. Your step#1 generates a message to Professor Spike Fowler, the listserv administrator. Ihave to "let you in". This prevents outsiders from crashing our group.

3. If I approve, youre joined!4. Trouble shooting errors. The 3 most common errors are: #1 the return message

from Topica was placed in your spam filter (very common); #2 - forgetting the"hyphen" between 212 and subscribe in step #1; #3 - typing tropica instead ofTopica.

One Easy Step to Use the Listserv:

1. Send your messages as standard, regular e-mail to [email protected]

Rules for Using the Listserv:

1. Your messages must be signed with your full name (I must be able to identify thesender)

2. You must practice effective business communications by using proper netiquette;NO ALL CAPS (shouting), no all lower case (lazy), no immature emoticons :-( ,no chat room abbreviations (IMHO, etc.); no flaming; no "me too" postings suchas "I agree", and you must run the spell check before sending (gross misspellingsbroadcast stupidity).

3. If you break theRules for Using the Listserv, you will be removed from the list.MF/

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LECTURE SCHEDULEMartin M. Pegler; Visual Merchandising & Display; 5th edition

Fifteen Week ScheduleLecture Date Unit Chapter Title

1 1 Introduction; logistics, explanation of projects

1 Why Do We Display2 Color and Texture

2 Selection of display teams & project lottery1 3 Line and Composition

4 Light and Lighting5 Types of Display and Display Settings

Review; Getting Started - VM & Display Basics

3 Unit 1 Examination + Themed Dress Day #12 31 Career Opportunities in Visual Merchandising

4 2 6 The Exterior of the Store7 Display Window Construction8 Store Interiors

Review; Where to Display

5 Unit 2 Examination + Themed Dress Day #23 9 Mannequins

10 Alternatives to the Mannequin TEAM #1

6 3 11 Dressing the Three Dimensional Form12 Fixtures TEAM #2

7 3 Field Trip

8 13 Visual Merchandising and Dressing Fixtures3 14 Modular Fixtures and Systems in Store Planning

15 Furniture as Props TEAM #3Review; What to Use for Successful Displays

9 Unit 3 Examination + Themed Dress Day #3Field Trip assignments due

4 16 Attention Getting Devices17 Familiar Symbols TEAM #4

10 4 18 Masking and Proscenia19 Sale Ideas TEAM #5

11 Internet project due4 20 Fashion Accessories TEAM #6

21 Home Fashions, Hard Goods and Food Displays

12 4 22 Graphics and Signage TEAM #7Review: Visual Merchandising and Display Techniques

13 Unit 4 Examination + Themed Dress Day #4Small item display/photo project due

5 23 Visual Merchandising Planning TEAM #8

14 Display Window Report due5 24 Setting Up a Display Shop

25 Store Planning and Design26 Visual Merchandising and the Changing Face of Retail

Review; Visual Merchandising and Planning

15 - Unit 5 ExaminationStudent counseling, final grades

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UNITS AT A GLANCE

Unit Title Chapters

1. Getting Started: VM & Display Basics 1, 2, 3, 4, 5

2. Where to Display 31, 6, 7, 8

3. What to Use for Successful Displays 9, 10, 11, 12, 13, 14, 15

4. Visual Merchandising and Display Techniques 16, 17, 18, 19, 20, 21

5. Visual Merchandising and Planning 22, 23, 24, 25

FASH 212 - UNIT CHECKLIST

Unit Title Test score

1. Getting Started: Visual Merchandising and Display Basics ______

2. Where to Display ______

3. What to Use for Successful Displays ______

4. Visual Merchandising and Display Basics ______

5. Visual Merchandising and Display ______

Assignments Grade1. Photo Presentation Project ______

2. Display Window Project ______

3. Field Project completed by lecture #9 ______4. Internet Project completed by lecture #11 ______5. Small item display/photo project completed by lecture #13 ______6. Display Window Report completed by lecture #14

MF

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THEMED DRESS DAYS (Optional!)

Fashion classes should also be an enjoyable experience for students. To addinterest, and hopefully enthusiasm, there are 4 themed dress days scheduled this semester.As an additional incentive to participate - 2 points will be added to your test grade foreach of the 4 days you participate. As an even greater incentive (if there could be one!),

if you participate in all 4 themed dress days - you will earn 2 additional points. Not onlywill class be more enjoyable, but you can earn up to 10 points toward your test grades byparticipating! Lets have fun with this, but note also that participation is voluntary and isnot a course requirement. Most students enjoy this, but some elect not to participate as itis optional.

Important Note: only fully coordinated wardrobes will be considered - partial attempts,costumes, or simple accessories will not qualify.

- Spring, 2013 Semester Schedule -

Themed Dress Day #1:Corporate Day. You should already know how to dress for

success. Wear something corporate and professional that would besuitable for an executive job interview or important meeting presentation.Professional attire suitable in the fashion industry or traditional businessenvironment would be most appropriate.

Themed Dress Day #2: Hip-Hop, Hippie, Urban Wear, Uniform or School Spirit Day.

Theres quite wide range of possibilities here, from flower child of the1960s to todays urban contemporary styles. Clothing, jewelry, and hairstyle would all play a role for this day. Dance club wear could also beconsidered as a possibility. If this is not your taste, perhaps a uniformfrom work could be creative. The uniform must look distinct from streetclothing - it cannot simply be what you are required to wear to your job.

Or, show school spirit with Brookdale wear (extra points!)Themed Dress Day #4: Preppy or Western Day. Its time for the Cotton Dockerss,

button down shirts, staff shirts, khaki colors, and boat shoes or loafers(probably with no socks for extra effect!). Consult any Lands End or L.L.Bean catalog for ideas. Cold weather might suggest bulky knit preppysweaters or crew necks. Jeans and/or denim will not be considered aspreppy. As another choice, western outfits, shirts and skirts, shoes andboots, jewelry and hats would be great!

Themed Dress Day #4: Resort Wear, Cruise Wear, Tropical Day. Crack out thetropical shirts and shorts for a cruise to the Caribbean Islands.

Appropriate for this day would be flowered shirts, sandals, shorts - andhow about some bathing suits? Handbags and wallets could be replacedwith straw beach bags and waist packs. Jeans and/or denim are notconsidered suitable for this theme.

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FASH 212: Field Project Guidelines

Field Trip scheduled for lecture #7: ________________Critiques due by lecture #9:____________________

1. General goal: examine and evaluate visual merchandising displays at a local mall.2. Educational goals - reinforce, highlight, illustrate text materials with real life

experiences; to learn from visual merchandising professionals; to discuss ourfindings and critique the displays.

3. We are guests of the facility; we represent Brookdale Community College. Pleasedress neatly (no jeans!); wear comfortable walking shoes. Mall policy =nophotography!

4. OK to work insmall groups (maximum =3), but critiques are individual efforts5. Helpful items; pencil w/eraser, clip board.6. Criticisms should be constructive.7. You should come away from this field trip with ideas for your window display.8. Forms should be completely filled out for each retailer. Use the opposite side if

you need more space.

9. If the opportunity presents itself, you could get additional information from theretail manager or display person.

10. Try for objectivity in your critiques. You may not care for the retailer's productline, but is the display effective?

11. Be prepared to discuss what you liked about each display and what you felt couldbe improved.

12. Also be prepared to discuss what you learned from the field trip experience.

Field Project Assignment

1. Since assignment details change each semester, they are outlined in the handout.

Follow them carefully!

2. Tips to improve your grade: Make sure your handwriting is neat and legible Spend time on your artwork; make the drawings accurate Add detail and interest by using colored pencils; avoid crayon drawings Submit the project in an attractive binder Check the assignment sheet and make certain you have covered all

requirements. Word process the required observations section; include lots of detail on

the what I learned section.

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FASH 212: Field Project Work Sheet

Name: ______________________________Date: _______________________________

Retailer: _____________________________Location: ____________________________Display window:

quick sketch or photo (if permitted)

brief descriptionHow the window reinforces the retailer's image? Why did you like/not like the window?What could be done to improve the display?:

Color scheme used and atmosphere created by color:Warm, Cool, Neutral, Primary, Secondary, Intermediary, Tertiary, Analogous, Complimentary, Monochromatic

Visual effects created by line and balance:Vertical, Horizontal, Curved, Diagonal; Formal/Informal balance

Type of window and display:Front: straight angle arcade cornerBack: open closedType: promotional institutionalProducts: one item line of goods related varietySetting: realistic environmental semi-realistic fantasy

abstract buildupMannequins: realistic semi-realistic abstract headless

Elements and materials used to create setting

Type of lighting and effect on display:Fluorescent, Incandescent, High-intensity, Colors/filters

Brief description of additional exterior amenities:Signs, Marquees, Special lighting, Banners, Planters, Awnings

What did you learn from this display?

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Required Term Projects

Summary ov erview of t his section:

1. Projects count as an integral part of your grade andmustbe completed to pass the course.2. There are 5 required assignments; the Field Trip Project (see previous pages), Internet Project,

Small Item Display and Photo Project, Photography and Presentation Project, and the DisplayWindow Project and Report

3. It is highly recommended that you thoroughly read, study, and plan the projects beforebeginning them. This will save considerable time and effort.

Internet Report Project

Due by lecture #11:____________________

Assignment: submit a report on the below described scenario. All research is to be conducted via the

Internet. You must answer each part, and print out one page of details illustrating your visit to the site.Each vendor can ONLY be listed once in other words you must list separate vendors for each section ofthe scenario. Note again, that you must list the information as an answer to each part of the assignment, not

just print out the page. Reports are combined with the 3 other required reports as part of your grade. Gradeimprovement tip take some photos of existing boutiques to show how yours might look.

The Story and Your AssignmentAfter years of dreaming of success, you finally decide to open an upscale mens and/or womens

clothing store in an exclusive central business district (CBD). Youre excited about the possibilities andwant to start out right.

Start by selecting a community CBD in Monmouth or Ocean County and thoroughly explain why youselected that area. Include basic demographics on the town or city and consider a photo of the mainretail strip.

Next give your store a name and general description. Develop your retail image and describe yourgeographic, demographic and psychographic (lifestyle) market target.

Describe your store in as much detail necessary to give a good mental image, then locate thefollowing on the Internet:

You decide to get a subscription to Visual Merchandising and Store Design. What is their website,their address, and how much is a one year subscription?

You need at least two 60 showcases. List a vendor and tell how much they would cost. You need one illuminated museum case. List a vendor and tell how much it would cost. One wall is planned to be covered with slatwall and shelves. List a vendor and how much would it

cost to cover a wall approximately 16 feet long. What about hardware how much would that cost? You need 4 quad racks and 4 round racks. List a vendor and tell how much it would all cost. You need 3 mannequins of your choice. Locate a vendor and tell how much they would cost. You need to print out some signs and banners with a computer and wide carriage printer. You have

the computer, but how much would the printer cost? You want to take some additional courses in visual merchandising (other than Brookdale); locate 2colleges offering courses. What are the course titles?

You decide to look for some new display ideas and want to attend a Visual Merchandising trade showor expo. Where can you find one? When is it?

You are thinking of announcing your new store with a color advertisement inNew Jersey Monthly.What are the basic demographics and reader profile of that magazine? Would NJM be a wisedecision?

Finally, report on what you learned from this Internet Project.

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Small Item Display and Photography Project

Due by lecture #13:____________________

Reports must be typed or word processed. Reports will be given letter grades. There are foursteps to this project. Please note the requirements listed in step 4.

Step 1. Review several store or mail order catalogs to get ideas on how to proceed. Assemble items (most

all should readily be available right at home). Set up a display area (most likely this will be atabletop with a colored tablecloth with a suitable background). Assemble your items and proceed.

Step 2. Construct aminimumof 5 displays of items from the list below that might be featured in a catalogor direct mail brochure. Pick 5 from these categories:1. Shoes, belts, wallets, gloves, jewelry 6. Lotions, notions, perfumes2. Prepared food or foodstuffs 7. Towels, linens, pillows, softgoods3. Crystal, silverware, tableware 8. Toys, games, puzzles4. Tools (hand or power) 9. Consumer electronics (DVDs, PDAs etc.)5. Scarves, ties 10. Collectibles (figurines, coins, dolls, etc.)

Step 3. Accessorize your display to make it a nice "merchandising" photo, watch your background - thentake the pictures. Standard color photo prints, approximately 3" x 5", 4" x 6", or 5" x 7" are fine.

Requirement: at least one photo must be of you preparing the displays.

Step 4. Prepare a cover page and assemble your photos into a portfolio. The portfolio must have 4 parts: The photo portfolio itself At least one photo must be of you preparing the displaysA report explaining the goals of your project (integrated into the portfolio) A report explaining what you learned from the project (integrated into the portfolio)

Grading: your grade is based on: The general artistic value of your portfolio, i.e. how your project is presented The quality of your photos in terms of lighting and focus The quality of your display in terms of composition, balance, and background Whether the photos of your displays illustrate learned concepts in visual merchandising

The integrity of your required reports to be included in the portfolio

Tips to Improve Your Portfolio: Read the instructions: every semester I receive projects with no report, no photo of self, only

one item, handwritten entries, etc. Watch the background photos should not have your wall, bed pillows or a refrigerator in

them! Use draped fabric as demonstrated in class; avoid patterned or textured fabric. Accessorize with shells, beads, plants, flowers, polished rocks, sand, leaves, (something!) Take "tight" photos, close to the display, but watch your camera focus. Try the macro

setting on your camera, usually the one with the tulip icon. Use a tripod for sharp photos. Crop and enhance your photos with your cameras software. Go beyond the minimum of 5 required photos add some creativity photos of you

assembling the projects, your family, friends, and pets that helped. Add detail merchandising signs, price tags, etc. Add labeling if you shoot/print digitally. Pay attention to the appearance of your portfolio. Make it look professional and try to avoid

using materials such as colored poster paper, crayons, etc. Put your project in an attractivebinder.

Do a good job on the "report" part of the project

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Photography and Presentation Project

Due on lecture #:____________________(fill in following lottery)

Assignment: Present a professional 15 minute Microsoft PowerPoint program to the class on visual

merchandising terms and concepts. At least one photo in your presentation must be of you on location.

You must prepare typewritten notes (NO handwritten notes!) for your professor to introduce you tothe class. This is a short page what would you like the class to know about you?

Your assignment must be brought to class on a USB flash drive memory stick or CD. DO NOT USECD-RWdisks they do not run properly on our computers! Memory sticks work very well.

Introduction and Goals:Please read everything carefully - this counts as 1/4 of your final grade. This project is designed

to boost your overall knowledge of display techniques, help you identify different display elements, helpyou with creative ideas should you enter the field, and boost your public speaking and presentation skills.Programs should be about 15 minutes.

Grading:Grading will be a letter grade based on integrity, application, andpresentation. Briefly, integrity

is the effort that you put into your photo project, including the depth, the insight, etc. Your project mustrepresent your personal perspective of the topic. Application refers to the content - does it cover the topicand demonstrate concepts of visual merchandising? Does it demonstrate something you have learned fromthe course? Presentation refers to the way your information is communicated during the program,including your speaking voice. During your presentation, I will evaluate your speaking voice,photography/composition, photo quality, audience appeal, variety of photos, venues, personalphotos/humor, use of terms, and your enthusiasm.

Getting Started:

Select your venue and take the photos that fulfill the assignment.

Integrate your photos into a Microsoft PowerPoint presentation. Photos should be taken

with a digital camera. Import the photos into PowerPoint adding graphics, transitions, collages,side-by-side comparisons, etc. Add text to your photos that explain your concepts.

PowerPoint Tips:o Pick an attractive background as a theme; use it throughout; dont change backgroundso Dont mix fonts excessively; fancy fonts dont always transfer computer to computero Important! Dont stretch your photos side-to-side or top-to-bottom; use the constrain tool to

keep them proportional.o Grade killers include stretched, blurry and over/under exposed photos.o Add some action transitions, but dont overdo it; constant fancy, splashy transitions wear thin

on the audience very quickly. Dont add sound effects on the transitions.o Do not use the automatic or timed advance feature on PowerPointo Dress nicely cancel the gum!o Advanced user tip #1! If your program runs slow because of excessive file size, compress

your photos to screen or web resolution; it will greatly increase the speedo Advanced user tip #2! Crop and improve your digital pictures with photo editing software

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Your Camera:

Highly recommended =digital Compromise =cell phone camera of at least 5 megapixels Not recommended =film camera

Photography:You will need somewhere between 25 and 50 photos for the presentation. Always take extras,

because some of the photos won't come out. Familiarize yourself with the type of pictures you will need -

then you simply need to find them! The mall would be a good start because of the wide range of stores, but(and a big consideration!) malls dont like picture taking. Central business districts may also work well.Compose your photos carefully - think about what the photo will show and what the photo should hide.Most amateurs tend to be too far away from their subjects and items and people appear too tiny in theoutcome. A good technique for presentations is to start with a distant shot, move to a medium photo andfinish with some close-ups - this gives movement to the program.

Special consideration has to be given to flash photos. They will reflect off the window and backinto the camera if youre not careful. To prevent this, dont take flash straight forward, but at an angle -this will bounce the reflection away from the camera.

Daytime photos: daylight works best for exterior shots, signs, entrances, planters, etc.Nighttime photos: night photos are best for photographing window displays. Often times you can

get away with no flash eliminating the reflection. Use a tripod.

Getting your photos into your computer:Digital connect the cables and follow instructionsEditing use your software to crop, edit and enhance your photos

Protocol:You should ask permission before taking photos - especially interior photos. Malls and many

stores have a corporate policy - no interior photos! They may assume you are spying for a competitor,trying to steal ideas for your own business, working for a private investigation firm, or are there for someother surreptitious reason. Show them this assignment if necessary or use the letter of introductionincluded in this package. Legally, malls are public areas BUT on private property. Therefore, they makeand enforce the policies. Your camera cannot be confiscated, but you can be asked to leave.

Putting it all together:

Consider how the photos will be presented. "Set the scene" - start with a photo of the mall orstore. It is always helpful to have "title photos", and a close-up photo of the store sign is a good start. Thenproceed to photograph the window, display, etc.

Once all set up, test your presentation and practice your presentation. You are not permitted toread a script, but instead use your slides as notes. Try not to read the slides to your audience.

The Presentation:Be relaxed! You will be given about 15 minutes to present your project to the class. Look

professional - dress neatly, give a short introduction about your work and get started. Try not to readanything. You should be comfortable with your materials. Start your talk by "setting the scene", andconclude with a summary - perhaps about what you learned. "Work the audience" with some humor andpersonal photos. Direct your remarks to the class, not the professor.

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Deadlines, Deadlines!:Fortunately - or unfortunately, the real world revolves around deadlines. Think of the term

"deadline"! Its a line that if you cross - youre dead! Therefore, so as to replicate the real world businessenvironment, you will be penalized grade points if your presentation deadline is broken. Thats prettylenient, as in the real world youd probably be fired.

Ten Tips for a Great Presentation

1. Planning: Get started well beforeyour deadline. If something goes wrong (delay in processing,pictures dont turn out), youll have time to fix the problem.

2. Venue: Select a good venue. Malls are of course OK, but typical. Small, downtown, centralbusiness districts are interesting - dont overlook them. Maybe you should go for the big city?Use the project as an excuse to take a day trip - maybe travel to Cape May or New Hope.

3. Edit: Dont feel obligated to use every photo you took. Although that is the temptation becauseyou paid for them, edit out the blurry, bad lighting, wrongly exposed photos.

4. Dress: Dress for the occasion; assume you are making a presentation for your new career infashion. Cancel the jeans and sweatshirts.

5. Speaking: Get rid of your gum! Dont read a script! Speak up with plenty of volume and an

authoritative tone. Know your subject material. Speak to the class, not the instructor. Dont askyour professor "what do you call that again?" Dont say "Im not sure what store this is, but . . ."Practice your presentation.

6. Terms: Terms, terms, terms. You must come to terms with your project (bad pun isnt it?). Themore visual merchandising terms that show you can speak the language, the better impressionyoull make.

7. Variety: Try to add some variety to your program. Heres a store and heres the window, heresanother store and heres the window, and heres another store and heres the window, and heresyet another store and heres the window. Get the idea? Shoot for some interior shots, forexample.

8. Interest: Add some humor - add some human interest. Include a photo of yourself and yourfriends or family who went with you on the assignment. Take something funny - take some scenicphotos on location. Create some title photos. Get creative!

9. Problems: Your grade will suffer if - you mumble your way through the presentation; youemphasize your "feelings" about the displays rather than critique them from a visualmerchandising viewpoint, you miss your deadline, your photos are over/underexposed or out offocus, you dont use correct industry terms.

10. Engage the Audience: if I could give only one tip this would be it! The best presentationsinvolve the audience make them laugh, involve them, entertain them, teach them!

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PRESENTATION TOPICS

Line and Composition Concepts Lights and Lighting

Vertical lines General or primary lighting

Horizontal lines Accent or secondary lighting

Curved lines Examples of fluorescent, incandescent, HID Diagonal lines Examples of MR16, MR11, colored lights/filters

Dominance

Rhythm Types of Display Settings

Realistic

Types of Displays Semi-realistic

One-item Environmental

Line of goods Fantasy

Related merchandise Abstract

Variety or assortment Buildup

Promotional or institutionalInnovative Display Window Construction

Innovative Store Exteriors Closed back window

Signs Flooring

Marquees Back of window

Outdoor lighting Ceiling tracks or grids

Banners Side walls

Planters Proscenia

Awnings Masking

Straight front window Open back windows with panels

Angled front window Island or lobby window

Arcade front window Shadow box

Corner front window Elevated window

Deep or tall windowInnovative Store Interiors

Focal point Mannequins

Island display Realistic mannequins

Risers or platforms Different size mannequins

Counters or display cases Semi-realistic mannequins

Museum cases Semi-abstract mannequins

Demonstration cubes Abstract mannequins

Ledges Headless mannequins

Columns Hard/soft wig

Fascia

T walls

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Presentation Topics: (continued)

Mannequin alternatives Fixtures

Three-quarter form See text for listing of approx. 46 types

Trunk form

Bra form Modular Systems

Bust, blouse, or sweater form

Innovative modular system Pants or slacks form

Panty form Display Furniture

Shell form Innovative furniture as props

Articulated artists figure

Dress form Attention Getting Techniques

Cutout form or Inflatable Color

Drapers or hangers Contrast

Pinups or flying Humor

Lighting

Themed or Seasonal Displays Line & composition

Birthdays, anniversaries Mirrors

Back-to-school Motion or movement Bridal Nostalgia

Career fashions Props

Christmas, Easter, Valentines Repetition

Spring, Summer, Fall, Winter Scale and proportion

Cruisewear, sun/swimwear Surprise and shock

Mothers or Fathers day

Formals, proms Innovative Masking or Proscenia

Lingerie Blinds or shades - bamboo, Venetian, vertical

Panels

Innovative Graphics and Signage Plants, natural materials

Graphics, signs, cards

Ribbons, streamers Drawings, art, sculpture, photography

Malls, Outlet Centers, Plazas, CBDs

Design Integrity and Creativity Malls - over 30 major NJ malls

Good design and creativity Outlet centers Jackson, Jersey Shore,

Poor design; lack of creativity Flemington, New Hope, Lancaster, Circle Plaza

Major Cities: New York, Philadelphia, et. al.

CBDs - Point Pleasant, Manasquan, Belmar,Spring Lake, Asbury Park, Red BankAvon-by-the-Sea, Freehold, Farmingdale,Ocean Grove, Bradley Beach, Long Branch,West End, Deal, Fair Haven, Princeton,Atlantic City, Smithville, Avalon, Cape

May, Stone Harbor, Pier Village, & many more. Strip malls The Grove, Plaza 35 etc.

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Fashion Showcase Projects

Due on lecture #:____________________(fill in following lottery)

Showcase pro ject due on lectu re #14:____________________

Introduction and goals:

Please read everything carefully - this counts as 1/4 of your final grade. The purpose of thefashion showcase project is to give students the opportunity to experience the challenges and creativeopportunities facing visual merchandisers today. Window dressing is often taken for granted, but it is anintegral component of successful retailing. Students should apply principles of good design as covered inthis course in constructing their displays.

Project Requirements:

You must work as a team since each member will receive the same grade for efforts - share theworkload and responsibility! The project has 2 parts - each of which must be completed.

Part #1: The display as outlined above; the display must have a theme or title.

Part #2: Each team member must submit a detailed report outlining the role they played in

constructing the display. This report must include 3 elements; first a sketch or photo(preferred) of the window;second information on principles of design and composition usedin the construction of the window andthird- what you learned from the assignment.

As a class exercise, we will be critiquing the display and the group will offer constructivecompliments and criticisms.

Grading:Grading for your display will be based on integrity, creativity,presentation, application, detail,

teamwork, and merchandising. Integrityis the time and effort you put into the display. Creativityrefers tothe innovation and originality you show in your design. Presentation refers to the professionalism andlayout of your project. Application You should demonstrate that you have used what you have learnedabout visual merchandising in your display. Detail spells the difference between amateur and professionalattempts at creating displays. Would this be a window you could see at the mall? Did you add signs,

prices, courtesy cards, etc.? Teamwork means working equally and effectively with your group in acooperative and professional manner. Merchandising is the most important component of the display -does it sell the merchandise? Think of the course title Visual Merchandising . . .

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Steps:1. Students should form small teams, with a maximum of 3 members. Part of the grade is based

on teamwork.2. Form a plan of action. What kind of display do you want to construct? You might tour

Monmouth Mall, Freehold Raceway Mall or an outlet center as a team to get ideas.3. Sketch your project - make a blueprint of the design. Show all components of the display in

as much detail as possible. It may be helpful to construct a scale drawing on lined graphpaper. Make certain props will work and fit.

4. Assemble a detailed list of materials needed. Include all display merchandise, accessories,props, backing, fabrics, accents, signs, etc.

5. Take inventory of items that can be supplied by the college. Check the storeroom for suppliesand materials. Make note of the sizes of the mannequins. Are all the parts there?

6. Make a list of all tools needed to complete the project. Tape, monofilament line, pins, stepladder or stool, vacuum cleaner, rags, cleaning agents, scissors, etc. are some of the items youmight need.

7. Collect the display components. Items can be loaned by some retailers in exchange forpromotional signage. Dont forget details, especially their sign! It should be designed onyour computer, mounted on cardboard and displayed with the merchandise. Upon returningthe garments or display items, it would be appropriate to send or drop off aThank Younote; abonus would be a photo of their display.

8. Put it all together. Obtain the key, schedule a time to meet and get going!

Dimensions: The wall showcase is 3 deep x 6 wide x 84 tall =18 square feet. It has 5 MR 16 halogen

lights and a grid ceiling. The island showcase is 4 square x 84 tall =16 square feet. It has 8 MR 16 halogen lights

and a grid ceiling. Mannequins: male mannequins wear size L shirts, 40R jackets, and 30 waist x 32 length

trousers; female mannequins wear size 2 dress. All sizes are approximate and as you know,size and fit vary widely.

Tips to Improve Your Showcase: Plan everything in advance obtain needed items early in the semester. Allow plenty of time it will take you much longer than you think to complete the display. Grade killers include missed deadlines, no sign, no theme or title, hand lettered signs, hastily

assembled displays, and infractions of display policies. Grade killers also include disagreements among team members that have to be mediated by

the instructor. Part of the grading is based on teamwork which means working equally andeffectively with your group in a cooperative and professional manner.

Keep in mind your showcase is NOT an art project it is about merchandising, specificallyvisual merchandising.

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Policies for Using the Fashion Showcase:

Safety Issues:

1. Do not hang or place anything flammable or "meltable" near the halogen lights. They getvery hot.

2. If using glitter or other similar substance, please mask off the floor plug so items dont fallinto the open socket holes.

3. Please place chairs or other items around the showcase when the doors are open. They are noteasily seen and easy to run into.

4. Make certain both doors are securely locked when you leave the display.5. The manufacturer recommends that both doors NOT be opened full wide at the same time.

Display Policies:

1. The showcase may not be moved or rotated from its present location.2. Nothing may be taped, glued, nailed, stapled, or tacked to the windows or wood, either on the

interior or exterior. The floor may be covered, but the covering may not be glued or tackeddown. You cannot use sand, dirt, pebbles or other granular items in the showcase and ofcourse nothing may be painted.

3. The showcase must be thoroughly cleaned when you take down the display. This includes allglitter, frosting applications, string, etc. The case must be left completely empty and nothing

may be stored in the case. Grades will not be conferred until the case is cleared and left inclean condition.

4. Take care not to scratch the floor with shoes, mannequin bases, furniture, etc.5. No additional track lights may be installed.6. You are not permitted to have live mannequins (real persons) in the display.7. Youarepermitted to hang lightweight items from the ceiling grid with knots, hooks, or tape,

aim the lights, use display pedestals and mannequins, drape items, decorate the glass withacceptable temporary window treatments, lean lightweight items against the fixed panels ofglass, and plug in accessory (e.g. other lights, turnstiles, moving displays) items in the floorsocket. We will loan mannequins.

8. The marketing and fashion team, including faculty and staff, are not responsible for any itemsin the showcase.

9. Items stored or displayed in a classroom may not be recovered or accessed while class is in

session. Obtain the items between classes or during the break with the professorspermission.

Addi tional Notes:1. Larrison Hall is always closed and locked on Sunday. You cannot gain access to the building.2. Youre responsible for loaned items from retailers. Please plan to transport clothing or other

items in clean boxes or garment bags. Return them as soon as your display is done.3. You are required to leave the showcase in spotless condition. This includes vacuuming,

window cleaning, etc.

Getting Reimbursed for Expenses:As previously stated, it may be possible for you to recover some of the money spent for your

display - at least perhaps up to your $20.00 lab fee. Try to keep costs to a minimum to begin with. Makecopies of your receipts, then staple the originals to a piece of paper with your name, address, phonenumber, and student ID number on it. Seal them in an envelope with your name on it, and submit it to yourinstructor. It is absolutely impossible to get reimbursed for anything if you dont follow this simpleprocedure.

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Deadlines, Deadlines!:Fortunately - or unfortunately, the real world revolves around deadlines. Think of the term

"deadline"! Its a line that if you cross - youre dead! Therefore, so as to replicate the real world businessenvironment, you will be penalized one whole grade point if your window display deadline is broken.

Thats pretty lenient, as in the real world youd probably be fired.

Display Case Deadlines, Logistics, Key

Monday Afternoon Class: Display up by 2:00 PM Monday afternoonDisplay down by 12:00 Noon, Thursday

Monday Evening Class: Display up by 6:00 PM Monday eveningDisplay down by 12:00 Noon, Thursday

Tuesday Afternoon Class: Display up by 1:30 PM Tuesday afternoonDisplay down by 12:00 Noon, Friday

Tuesday Evening Class: Display up by 6:00 PM Tuesday eveningDisplay down by 12:00 Noon, Thursday

Wednesday Morning Class: Display up by 11:00 AM Wednesday morningDisplay down by 12:00 Noon, Saturday

Keys Students are NEVER authorized to take the keys out of LarrisonHall as there are multiple teams who will need it. Please leave thekey at Professor Fowlers desk or in his mailbox in Larrison Hallfor the following team.

MF/

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Spring Term, 2013

Letter of Introduction

Dear Merchant:

Please allow this official letter to introduce student ____________________.This student is enrolled in FASH 212 Visual Merchandising and Display this semester.

As course requirements they have photography and display assignments. They may beasking for your kind consideration in taking photographs of your displays or in borrowingmerchandise for their display project. If you loan merchandise, they agree to promoteyour generosity via signage in the Colleges Fashion Showcase. They will create an"Items Loaned by: " sign - or perhaps you have a professional sign youd preferdisplayed.

Not only will you be assisting students in their college education, but it should bean excellent public relations and merchandising opportunity for your store. The displaysin the past have been outstanding and of course you are invited to stop by the secondfloor of Larrison Hall to view their merchandising skills.

These projects are for educational purposes only at Brookdale CommunityCollege. The photographs will be displayed only as part of a class exercise, and are notfor commercial purpose. Borrowed items will be returned in their original state, with alltags, wrappings, etc.

I want to thank you in advance for your contributions toward education atBrookdale. If there are any questions, I would be happy to answer them - please do nothesitate to call me at (732) 224-2921.

Sincerely,

Michael FowlerProfessor of Marketing

MF/

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Optional Term Projects

Summary Overview of this section: 1. Projects areonly for students who want to improve grades above what they earned by test

average.2. You may only begin with approval from the instructor.3. The project number and integrity level is to be determined in advance between the instructor

and student.4. Projects may be used to boost passing grades only.5. Successful projects typically boost the grade one level only. Students should not expect a

term project to move them from a D to an A.6. Projects should be started 1/2 to 3/4 through the semester and submitted before the end of the

semester.7. You are eligible to complete a project for an upgrade if you meet the attendance requirements.

Upgrades are a privilege and reflective of academic integrity; therefore you may not havemore than 2 unexcused absences.

Please review this section carefully before beginning projects:

All papers submitted for upgrades must be word processed or typewritten on standard 8 1/2" x 11"paper. Everything submitted must be typed, including labels, charts, etc. Projects will be evaluated ontheir individual merit; there will be no automatic conferring of grades simply because papers were"completed".

Important: the cover must contain the report title, your name, address, student ID#, telephonenumber, course and section, instructor's name and title, date, and the project assignment written out as itappears.

Grading will be based on integrity, information and presentation. Briefly, integrity is the effort

that a student puts into a project, and includes the scope of the topic, the depth, the insight, etc. Your papermust represent your personal perspective of the topic. Information simply looked up in some researchvolume or downloaded from the Internet and transcribed is not acceptable. Information refers to thecontent - is it up to date, relevant, informative, and fulfill the project requirements? Presentationrefers tothe way your information is communicated. It should be well researched, neat, proofread for spelling,typographical, punctuation and grammatical errors, and where appropriate, contain footnotes, bibliography,and appendix, in the proper format.

Information systems and effective communications have become high technology priorities - it isthe trend for today. Please let your papers reflect these trends. If you need help, please ask. Yourinstructor will be happy to assist you with your projects.

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Sample Cover Page Information:

How I Ate My Heart Outat the

Hard Rock Cafe

Report #1: Retailing is always evolving with newthemes. One area where display has played a majorrole in image and market positioning is restaurants.Highly stylized eating establishments are the rage of

America and include such places as Rain Forest

Cafe, Harley Davidson Cafe, P lanet Hollywood, HardRock Cafe and many others. Compare the displayelements of several and show how they specifically

shape the image of the eating establishment. Obtaininformation from corporate headquarters of at leastone and report on the evolution, history, and retail

philosophy of the restaurant. Describe in detail howthe displays help position and target the restaurant.

Cindy Student123 Main Street

Anytown, NJ 07700(732) 555-1234

Student ID#00000FASH 212-80

Professor Michael FowlerJ uly 11, 2013

Project Topics

1. A project with eating involved! Retailing is always evolving with new themes. One area wheredisplay has played a major role in image and market positioning is restaurants. Highly stylizedeating establishments are the rage of America and include such places as Rain Forest Cafe, HarleyDavidson Cafe, Planet Hollywood, Hard Rock Cafe, Mars 2112, and many others. Compare thedisplay elements of several and show how they specifically shape the image of the eatingestablishment. Obtain information from corporate headquarters of at least one and report on theevolution, history, and retail philosophy of the restaurant. Describe in detail how the displays helpposition and target the restaurant. Photos are always welcome and helpful.

2. From Early American to "Early Bungalow" - how furniture influences us! This is a great projectfor the antique buff! Prepare a report on furniture as props in visual merchandising. Discuss

various period furniture and show how it would work in a display environment. Compile a mini-collection of different types of furniture used in displays via photography or photocopying. Showsome creativity by comparing various chairs, for example, and explain the circumstances wherethey would work well in a display.

3. Maybe theyll ask you to help! Visit an actual display shop and chronicle the activities that takeplace there. What items (tools, storage, supplies, prep, etc.) are used there? How does the actualshop compare with recommendations by the author? Interview the visual merchandiser or shopmanager and report on what their day to day activities consist of. Photos are always welcomed.

4. One day internship! Make arrangements with a retailer to volunteer your talents in setting up adisplay. After getting clearance from management, spend several hours on location assisting withpulling or installing merchandise in a display. Prepare a report on your visual merchandising

experiences. Include information such as the name of the retailer, the store image, the displayconcept, type of store window used, procedures used to install the display, satisfaction anddisappointment with your efforts. Ask permission to take a photo of your display and include it inyour report. Protocol dictates that you follow up your experience with a thank-you note, a copy ofwhich should be included in your report.Note: this report is not to be based on where you are currently working without approval of theinstructor.

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Project Topics; Continued

5. Be a store planner for fame and fortune! Start by telling about your grand retailing scheme andwhy you think it would be a success. Design your dream store between 3,000 and 6,000 squarefeet. Prepare a detailed scale floor plan, perhaps on graph paper, after careful consideration of:

The store nameImageLocation

Market targetCompetition

Include information on fixture placement, traffic patterns, etc. The drawing must be completedusing standard architectural symbols as discussed in the text. Make the drawing as detailed aspossible with perhaps reference numbers or letters in the text of your report. Make certain toinclude areas for dressing rooms, cash and wrapping, display areas, wall units, fixtures (T-stands,quad racks, round racks, gondolas, etc.).

6. Planning is half the fun! Prepare an annual display calendar similar to the one presented in thetext, except with more detail. Each month can appear on a page (just to keep formatting simple),and in addition to listing the type of sale, promotions, and tie-in events, detail specific plans forwindow and interior displays based on themes you select. Include tactical information onmannequins, props, fixtures, backgrounds, masking, etc. you plan to use in the displays.

7. Fun at a trade show! Consult a recent issue of Visual Merchandising & Store Display todetermine if any retail/display/merchandising trade shows will be setting up nearby (Perhaps New

York, Philadelphia, Atlantic City, or other nearby location). Get student/discount tickets inadvance (you cant just walk in!) and report on your experiences, satisfactions anddisappointments. What did you learn? Who was there? Did you attend any seminars orspeeches? Who made them - what were they about - what did they say - what did you learn?Include key pieces of literature obtained at the show that highlight topics covered in the course.

8. Relive your childhood! Using wood and/or foamcore (or other suitable material), and scaledollhouse furniture, create a model display window. Use your creativity to model a realisticdisplay that illustrates some of the concepts learned in the course, in other words it must reflectgood merchandising. Try for realism by painting and accessorizing your model. Miniature signsshould be included. The model must be submitted with a report about the type of window and theacademic points illustrated by your miniature. Note: projects assembled in shoeboxes or othertypes of cardboard boxes or cartons are not acceptable.

9. Do what you want to do! Propose to your instructor, in writing, a project you would like to workon, or a subject you would like to research. Complete your reportonlyafter receiving approval onthe topic.

MF/

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