Strategies Test 2 Prep PDF

Test #2. CH 12, 13, 14, 15, 16, 21, 23, 24 Chapter 12 & 13 – Mannequins, Alternative and 3D Forms - Cost 600-2,000K - The selection of the mannequin o Decision of visual merchandiser o Various sizes and age groupings o Racial and ethnic types o Makeup and hai...

Test #2. CH 12, 13, 14, 15, 16, 21, 23, 24 Chapter 12 & 13 – Mannequins, Alternative and 3D Forms - Cost 600-2,000K - The selection of the mannequin o Decision of visual merchandiser o Various sizes and age groupings o Racial and ethnic types o Makeup and hair styles o Poses and attitudes o And quality and cost o Price range: $600 to $2,000 each - Manufacture of mannequins o Made of fiberglass o Made by hand o Using traditional casting and molding similar to sculpture o Or can be made by ▪ Rotational molded process ▪ Blow molded process ▪ 3D printed process - Image of the mannequin o Represents the brand o Represents the brand’s consumer by ▪ Size ▪ Style ▪ Pose ▪ Color ▪ Attitude ▪ Gender o Makeup style is appropriate for category of apparel o Long term investment o Stores choose collections or varieties of mannequins o Choose specialty mannequins - Design collections o Yoga poses o Dramatic evening poses o Legs without seams for swims or undergarment displays - Effective collection o Accommodates a wide category of merchandise o Different poses to showcase pants, dresses, jackets o All mannequins come with a makeup style, wig, metal ankle, or butt rod (for standing) - Mannequin trends o Appendages that detach magnetically  o Interchangeable heads ▪ Different head styles or headless o Body forms are used (like designer’s dress form, but lighter) o Mannequins go in and out of style (like fashion trends) ▪ Want to stay current with the look of the displays - Choosing a mannequin o Things to consider ▪ Does this form and its proportions to represent your target market ▪ Will your customer relate to her or him ▪ Is she or he shaped and proportioned to wear the type of garment you show? Tall enough? Short enough? Soft or muscular? ▪ Does her or his pose and body image reflect the consumer demographic? ▪ Does she or he communicate the kind of fashion statement your store wants to make? - Types of mannequins o Realistic mannequins ▪ Looks like the face outside the display window – the one looking in ▪ Should reflect the region and consumer demographic Ethnicities Golden bronze tans ▪ Erect mannequins for formal apparel ▪ Unanimated mannequins for tailored clothes ▪ Angled mannequins for action clothes ▪ Seated mannequins ▪ Horizontal mannequins ▪ Semi realistic - Accessories: removable wigs Several wigs for each mannequin Hard wig – never to be restyled – this used to be the only choice Soft wig – combed, brushed, style can be changed – realistic ▪ Semi realistic mannequins Same proportion More decorative More styled Lack of makeup o Semi-abstract mannequins ▪ Highly stylized and decorative ▪ Painted makeup ▪ Painted hairstyle ▪ May have a stylized nose or lips ▪ Colored finish o Abstract mannequins ▪ Ultimate in style and decoration  ▪ Creates an overall effect ▪ Finished in a color ▪ No specific details; fingernails, elbows, etc. ▪ Wears a wide range of clothing ▪ No wigs, shoes – easier ▪ Crosses ethnic, age, color lines – no limits o Cartoon/caricature mannequins ▪ Can easily transform a realistic mannequin ▪ Heads are overblown for affect ▪ Movie star, hero, retro figure o Headless ▪ Full size body ▪ No age, ethnicity ▪ Appeals to everyone ▪ More focus on the clothes 10/28 – Mannequin Alternatives - Form o a three-dimensional representation of a part of human anatomy – torso, bust, shoulder to waist, hips to ankles - Three quarter form (torso form) o Body extending to mid-thigh or just below the knees ▪ Can wear a wide variety of apparel ▪ Raised or lowered on a rod ▪ Not as expensive as a mannequin ▪ But as effective as a mannequin - Other forms o Trunk form o Bra form o Bust, blouse, sweater form o Coat or suit o Pant form o Panty form o Shirt form o Leg form o Shell form – back is scooped out in this form - Additional forms o Soft sculpted figures – a life size doll ▪ Abstract ▪ Disappears into the setting ▪ Floppy, so needs positioning o Cutout figures ▪ Trendy and high style ▪ True to human proportions ▪ Flat cut outs  ▪ Apparel can sag so may need tissue for stuffing or filling o Articulated artists figures – based on wooden miniatures used by artists and designers for correct anatomical proportions ▪ Made of wood or plastic ▪ Movable joints ▪ Can stand ▪ No age, personality, not ethnicity, or race ▪ They can wear only accessories and still look dressed ▪ Fun to work with o Hangers ▪ Takes ingenuity and imagination to dress ▪ Similar to dressing a draper ▪ Can be hung with invisible wire ▪ May need padding or stuffing o Children ▪ Infant to juniors; same as all adult mannequins o Hybrid mannequins ▪ Interchangeable heads, arms, faces, torso - Allmax – largest producer of mannequins - Go green – repurposing mannequins o Old mannequins need not die, it may be time to go green and turn it into an abstract mannequin ▪ Lose the wig, clean the body surfaces spray it a different color ▪ Turn it into a display prop for a few months o When it has been used, re-used, repurposed and you’re really finished with it ▪ Donate it to a fashion or art school ▪ Use the arms, legs, torso, and head in surreal or fantasy displays ▪ Use the parts as props o Don’t be in a rush to discard a worn-out mannequin. With imagination, there is still display life in it - Dressing a mannequin o How do we dress a mannequin? ▪ Take it apart Remove the WIG, or place over the head to cover WIG Remove the TOP from the BOTTOM Remove the HANDS, if removable – keep track of right from left Remove the ARMS Lay ALL the parts on a clean surface – take care of the mannequin ▪ Dressing the mannequin Lower half first o Invert the lower hald and remove one leg o Pantyhose  o Then, pants or skirt o Shoes, next – a mannequin has a show size! o With the shoes on, insert mannequins into the butt or ankle rod, which is on the floor plate ▪ Attach the torso and lock into place Shirt, blouse or sweater, slide it on Slide the detached arms through the garment sleeves Fit into the keyhole and lock into place If using a jacket or coat, put on after the shirt, blouse or sweater Finish buttoning garments ▪ Finishing Add a bracelet before replacing the hands Smooth out the fabric, tuck away extra fabric Tuck in the shirt or blouse if required Scar on, before buttoning the shirt/blouse Over the head jewelry before the wig is replaced Other accessories may be last – handbags, gloves, sunglasses Garments may need padding or puffing If transporting, butt or ankle rods is attached at the final location - Butt rod fitting o Simply an attachment on the buttocks o Into which, the floor rod is inserted o Enables the mannequin to stand o Garments must have an opening for the fitting (of the rod) - Ankle rod fitting o Ankle rod fitting ▪ On newer mannequins ▪ Those designed for pants or athleisure ▪ An attachment to the back of the mannequin’s leg, above the ankle o Striking ▪ Used with closed back windows ▪ Position the mannequin with 2 wires ▪ Wires are nailed to the floor ▪ Tension is used to keep the mannequin upright ▪ Shoes are required for balance Chapter 14 – Fixtures - Project the store/brand image - Merchandise effectively - Go beyond basic function of hanging and displaying - Identify the brand - Deliver sales messages - Add excitement and personality to the selling floor - Can be furniture o As furniture complements a house interior o The fixtures add excitement and personality to the store environment - Different type of fixtures o The stand ▪ Widely used ▪ Basic ▪ Assorted toppers ▪ Adjustable ▪ Moves easily ▪ Types of stands Floor or counter T-stand Waterfall o Platforms and elevations ▪ Elevations: Small build-ups Provide interest on the selling floor Separates the merchandise from each other Cube shaped Cylinder shaped Can separate the mannequins in a window ▪ Platforms Floor o Elevate mannequins o Create aisles o Designate a shop area o Help traffic patterns Counter size o Elevate and build up o Separate merchandise o Cylinders, saddles, blocks o Fixtures and platforms as a Unit: o Counter fixtures ▪ Showcase merchandise using limited space ▪ Highlight separates ▪ Positioned on top of a larger fixture ▪ Sell accessories ▪ Prevent loss ▪ Examples Costumers, valets and drapers Flex arm displayer, hook stand, a rope displayer (jewelry) o Pipe racks ▪ Utilitarian fixture ▪ It can have wheels ▪ Can hold one category of product ▪ Or many products categories ▪ Has a capacity to hold many units, or just a few o Cash wrap counters ▪ Point of purchase ▪ Support method of payment ▪ Wrap or bag purchases ▪ Promotes impulse sales ▪ Integrate with fixturing and shop décor for selling ▪ Or it can be on its own – simply functional ▪ Cash register transformed to a small digital system ▪ Smaller wrap area with mobility ▪ Americans with disabilities act (ADA) compliancy – 24-36 inches in height o Floor and freestanding fixtures ▪ Hold and show merchandise ▪ On the selling floor ▪ Mobility ▪ Round racks Commonly used Large capacity Shoulder-out merchandise Can be a disadvantage Use a draper on top to show the merchandise Often holds one product category in multiple color and sizes ▪ Quad rack – also called a face-out Four-armed fixture Each arm extends out from a central core Customer sees a shoulder from the approach, AND… A front forward view of the merchandise Can be waterfalled Great for separates and coordinates o The ubiquitous gondola ▪ Long, flat-bottomed merchandiser ▪ Adjustable shelves ▪ Combination of table surface and storage ▪ Usually, it is two-sided ▪ Creates traffic aisles ▪ Can be used in groups ▪ Can have end caps  ▪ Perfect for stackable merchandise o Gondola displays – used often ▪ Freestanding fixture used by many retailers ▪ Placed perpendicular to the end of the row can be used as an end cap ▪ Easy-to-use and reconfigure ▪ Utilizes both sides o Other floor fixtures ▪ An etagere ▪ Three-part circular rack ▪ C-rack ▪ Spiral costumer o Finishes ▪ Appearance ▪ Construction ▪ End use ▪ Finishes Polished chrome Nickel plated Brass, copper, bronze Painted Chapter 15 – Visual Presentations and Dressing Fixtures - Visual merchandising o Visual merchandising takes place where the shopper and the product come together o It is merchandise presentation ▪ On the selling floor or ▪ On a web page - A good visual merchandiser o Must know the product o Must know the customer o The selling floor (web page) is: ▪ Neat ▪ Easy to use ▪ Easy to follow ▪ Easy to shop - Visual merchandising – objectives - on test, give a personal experience favorable or not favorable about one of these 8 objectives – be able to write a little about these o Inspires and engages the shopper with a strong merchandising story o Makes it easier for the shipper to locate the desired merchandise o Makes it easier for the shopper to self-select o Makes it possible for the shopper to coordinate and accessorize by themselves o Provide information on sizes, colors, prices, and more o Reduces the stress that comes with shopping  o Saves the shopper time o Makes the shopping experience more comfortable, convenient, and customer friendly - Customer oriented visual merchandising o Present product to relate to the customer’s ▪ Needs ▪ Preferences ▪ Aspirations o Shopping should be an adventure (an experience) o Should include the coordinates, alternative, and accessories In the same area o More to be seen, the better ▪ Depending on the store’s image o Upscale store – not too much of the same product on the selling floor o Volume store – usually place many of the same item on the selling floor o Major dominant factors to coordinate store by – Q on test ▪ Give emphasis to some special aspect of the product Color Coordination Brand name or designer Size Price End use/lifestyle Fabrication - Dominance by color o People see color o Color sells o The shopper locates the color (then the size needed) o With separates, arrange by color o Color can be shown horizontally or vertically o With a range of colors – follow the color wheel – palest to deepest shades o color can be blocked or clashed o neutrals between brights – brights between neutrals - the color wheel o hue – pure color o tint – hue + white o tone – hue + white and black o shade – hue + black - dominance by coordination o emphasis on the collection’s coordinates ▪ shows the shopper how the pieces work together ▪ mix ‘n match to create an outfit ▪ grouped by colors, prints, or patterns  ▪ wall systems are used ▪ 4-ways are used – pants, skirts, blouses, jackets ▪ Solid garments are the spacer between prints, plaids ▪ Usually a dressed leader - Dominance by brand name/designer or by size o Brand name/designer ▪ Vendor shops, shop-in-shop, product display by brand name o By size ▪ Plus size womenswear ▪ Big and tall menswear ▪ Petites ▪ Children’s clothing The same techniques are used - Dominance by price and end use/lifestyle o Price ▪ Safe merchandise – it can be like a marketplace or bazaar o End use/lifestyle ▪ The products end use is in the bedroom - Front to back visual merchandising o Whatever the dominance factor, merchandise should be shown ▪ Front-to-back display ▪ Main aisle to the furthest rear wall ▪ An introduction area – trends, impulse, purchases, key item ▪ Not too dense or heavily merchandised ▪ As stock dwindles, merchandise can be shown more on 4-ways and t- stands – facing out - How does visual merchandising benefit the retailer? Why do they invest in it? o It increases sales, especially add-ons (que line products) o It creates operational efficiency for the store o Motivates the sales force – makes it easier to satisfy the customer in a small amount of time o Saves time – salesperson and shopper o Salesperson is effective and efficient o Merchandise speaks to the customer with information and suggestions o Simplifies the inventory process – stock keeping - Dressing the fixtures o Different ways you can dress a fixture: ▪ T-stands ▪ Stockholders 4-way/quad rack Round rack/3-part rack ▪ Back wall ▪ Gondolas ▪ Aisle tables/feature tables  ▪ Dump tables Chapter 16 – Modular Systems - Modular systems o Ensures – physical stores are designed with consistency o The brand can be recognized anywhere o Prototype store is first tested o Modules are planned – similar to building blocks o Same fixtures, materials, graphics, and lighting in every location o 7 feet is the usual height – to make it reachable for the average height consumer o 3 feet or 4 feet – most popular width: made for workers to maneuver them safely o Wood or laminate is often used o Adaptable and convertible – design function o Everything is designed as a module ▪ Cas wrap ▪ Display ▪ Dressing rooms fit within the same module - Modular systems used with vendor shop or shop-in-shops o Are important as boutiques in specialty or dept stores o Modules are exclusively used (almost) o Merchandise may vary from store to store – has same “look” o Effective and economical approach – same “look” modular fixtures and fittings - Modular systems o Suited for multiple store locations (roll-outs) o Modules can be increased or decreased o Accept a variety of product categories o Accommodate accessories o Quick and easy o Practically tool-less: soft mallet, screwdriver, allen/hex wrench - Types of systems o Hollow tubes with finger fitting o Clamps o Extruded uprights o Slotted joiners o Slotted uprights - Modular systems: ALU international o ALU is a leader in fixturing systems o Used for a variety of product categories ▪ Grocery ▪ Beauty ▪ Apparel ▪ Home goods  - Using a system effectively o The visual merchandiser considers all the following when selecting a system: ▪ Looks – compliments the merchandise? Goes with the store image? Does it scale to the selling floor? ▪ End use – how long will it be used? Will it have heavy use? ▪ Construction – what will it hold? What will the product weigh? What s the design needed? ▪ Upkeep – will it hold up, stay shiny, not chip easily? ▪ Adaptability – easy to assemble and re-assemble? Replacement parts easy to obtain – is it safe? ▪ Price – select the most convenient, practical and adaptable one for the price – is it an investment? Chapter 21 – Point of Purchase - POP – what is POP? o Started from humble beginnings ▪ The signatures starting from the outside of the building and coming inside now o First happened in Morrocco, Mexico ▪ Made out of paper o New launch of a new item ▪ Aesthetically blend into other features, not be built to last forever - What is a point of purchase unit? o Function and look ▪ Display accent ▪ Display module or risers ▪ Fixtures and endcaps ▪ Signage and shelf talkers ▪ Advertising ▪ Auxiliary items - Today’s point of purchase o Stacks and stocks products o Highlights products o Identifies the brand o Attracts the consumer o Educates the consumer about attributes o Differentiates itself from the competition o Outlines product advantages and comparison o Sells the product - POP units can be: o Put into a visual display o Draw attention to a specific type of product o Outside the store o In the windows o Inside the store  ▪ On ledges ▪ On shelves - Goals of a point of purchase program o Attracts attention to the product o Promotes or reinforces the brand name o Promotes the image of the product – educates the customer o Answers relevant questions o Holds and arranges stock conveniently o Increase sales – “impulse” - Retail outlets that support POP o Supermarkets, hypermarkets o Convenience operations o Mass merchandisers o All types of brick and mortar - Length of time and type o Permanent – wall/floor until ▪ One year ▪ Adaptable if product changes ▪ Higher cost to produce ▪ Durable quality o Semi-permanent – floor/counter unit ▪ Six months to a year ▪ Less costly than permanent ▪ Semi-durable quality o Temporary – floor/counter/ceiling ▪ Two to six months ▪ Mostly used for seasonal products ▪ Cardboard, corrugates or vacuum forming construction o Promotional – floor/counter/ceiling ▪ A few weeks to a month or two at most ▪ Cardboard, corrugates or vacuum forming construction - Designing the POP unit o Product o Unit o Timing o Tie-in o End usage o Production run o Shipping o Light and motion o Cost - Materials – what can be used? o Cardboard o Paper  o Wood o Plastic o Metal - Structural design considerations o Strength o Economy o Appearance o Integrating graphics o Accommodating product o Telling a story o Creating a theme o Size restrictions o Versatility of uses o Attracting attention o Assembly o Floor-life - The ultimate in POP display - MAC Chapter 23 - Visual Merchandising Planning - Visual merchandise planning o Means something different to the various people working in retail ▪ For a buyer or planner VM is about metrics specifically ROI – Return on investment ▪ For store management – VM is the foundation to how their store will look and what product they will have to sell - How is a Visual Merchandise Plan built o The foundation of a visual merchandise plan is built on: ▪ Numerical data collection (history) ▪ Financial projections (plan) The numbers are collected giving insight into o Stock levels o Total number of customer transactions o Per fixture performance o Customer traffic patterns o Customer demographics o Average sales ticket o Type of sale – regular price -> promotional o A visual merchandise plan is crafted by utilizing a software program o Note – the visual merchandise plan is still a creative process that requires aesthetic sensibility - Will fluctuate based on: o Size due to the various seasons o Holidays o Trends o Stock levels - Is driven by a calendar o Season o Promotions - Starts with the merchandise o What does the assortment look like in total and how should it break down by store size? o What merchandise is a key item – color multiplier? o What items coordinate together? o When is the merchandise planned to be in store - The floor plan o Key component o Needs to be well thought out o Identify the adjacencies ▪ Logical and natural formation of product categories o Maps out the arrangement of fixtures o Flat and elevation plans o Establish proper zones ▪ Specific areas within the floor plan ▪ Priority areas - Planograms o A diagram or model that indicates the placement of retail products on fixtures or shelves in order to maximize sales ▪ contains detailed diagrams and drawings ▪ flat plans and elevations - merchandising directives o instruction to help to determine the optimum installation time and merchandising methods - visual standards o guidelines for setting up the floor placement and planograms - merchandising standards o convey formula for the location and display of merchandise - the visual merchandise plan must - know for test o outline the total amount of space o the number of SKUs or units in merchandise o place items in the appropriate position o utilize strategies ▪ fixture capacity 0 amount of product the fixture will hold wings or fins can attach to fixtures to increase capacity ▪ placement use data to determine where historically merchandise has performed – such as height ▪ cross-selling items that work together o contain a signage strategy – wayfinding  ▪ most important component in VM ▪ directs or informs the customer about the merchandise story ▪ communicates the product’s key attribute ▪ can identify how the product is differentiated from the competition ▪ can lure the consumer BYGOF Limited edition or new arrivals Sales or clearance ▪ Convey brand identity ▪ Create a memorable impression o Detail a lighting plan ▪ Distinguish the merchandise or ▪ Highlight the merchandise ▪ Or emphasis the merchandise - Points to consider when planning o Identify a theme or idea to compliment the merchandising directive o Consider the approach to the promotion or individual display presentation/s o Develop a strong signage program that will lure and inform the customer o Define the overall look of the area o Ensure that the display supports the theme but are different from previous ones used o Utilize different lighting options o Make sure that the store’s image is properly represented - VM installation o Start early – 3 months in advance ▪ Schedule and begin to build or create Signs, banners Mounted graphics Covering floor/wall panels or any of the larger elements Unique props o 1 to 3 weeks out ▪ Check on availability of merchandise ▪ Verify signing has arrived ▪ Survey the areas that will be affected 0 ledges, platforms, fixtures, etc - VM installation checklist o Merchandise o Mannequins o Lights o Props and fixtures o Signs Chapter 24 – Store planning and Design - A store planner is today’s experience – maker - Functions of the store planner o To design the selling environment ▪ Effective ▪ Attractive ▪ Good customer experience ▪ Maximizes sales per square foot ▪ Conserves labor ▪ Control and reduced energy costs o To combine selling space with “back of house” space ▪ Maintain service area ▪ Rotate stock ▪ Manage non-selling activities ▪ Dedicate employee space (where to put their stuff o To set up traffic patterns ▪ To promote customer movement to get greatest exposure Starting with entrances to the landing areas or thresholds o This is the customer journey set up pathways and signage o to provide simple navigation develop grids and/or circular pathways o so, the customer can easily locate merchandise/departments set up key focal areas – hot spots, outposts, “speed bumps” o to promote impulse buying o as well as allows customers to pause and focus o to promote and sell as well as stock and show ▪ promote and sell the brand b embracing strategies such as introducing sensory techniques o scents building socially connected displays o kiosks o interactive selling devices o allow customers to relax and enjoy their experience installing temporary selling spaces o POP up shops to promote “special products” ▪ All these techniques will increase the amount of time a customer is in store ▪ To promote and sell, stock and show Stock and show by: o Selecting the appropriate selling vehicle or fixture ▪ These should emphasize the brand ▪ Sets the style and character of the store environment ▪ Organizes the merchandise  ▪ Prioritizes the merchandise based on location in the store o To enhance the store’s image ▪ The store planner is the “interior designer” for the store - Store planning o Starts with a collaborative process between multiple areas within the organization – management, finance, merchants, visual merchandise, and store planning o It is fundamental to a retailer’s success o Is placemaking – the process of creating quality places that people want to live, work, play, and lean in ▪ As it pertains to retail – the designing of public spaces that bring people together o Generates a floor plan and other renderings ▪ Floor plan – a flat representation of only measurements including the length and width or depth of an area or object as seen from overhead Scale – is the proportion that is used by the designer to designate the future actual size o Usually, one quarter scale = 1 inch = 1 ft o Architectural symbols – markings found on floor plans ▪ Elevation – Is an orthographic projection drawing that shows one side of the building/structure ▪ 3D Designs – is a design technique used o display a three- dimensional object on a two-dimensional surface - CAD – Computer Aided Designs o Store planners generate their drawings in the form of a CAD o There are variety of computer software programs that exist to aid these tasks - 3 Dimensional Drawings o Isometric perspective – type of visual perspective in which all dimensions parallel to the three principal spatial axes are shown in their true proportions