Title: Explain the importance of visual merchandising.
Course: Fashion Marketing (12153-I) > Section: Developing Visual Merchandising

Explanation should include

- internal and external environmental elements that influence the shopping experience (e.g., color, ambiance, vendor concentration, fashion themes, brands, seasonal or holiday changes, signage, point-of-sale [POS] displays, safety regulations)
- the functions of visual merchandising
  - generate traffic flow
  - create impulse sales
  - increase sales
  - reinforce store image
  - educate consumers about new trends
  - increase multiple sales transactions.

Explanation should also include the importance of regular maintenance of

- mannequins
- seating
- props
- floor and wall coverings
- lighting
- colors
- store fixtures
- interior signage
- graphics.

Process/Skill Questions:

- What are the goals of visual merchandising?
- How can the physical environment of a store contribute to a positive or negative shopping experience?
- Why are themes used in visual displays?
- Why is it important to regularly change displays?
- What role does store lighting play in creating a positive atmosphere and customer experience?
- How do retailers highlight certain merchandise in a store?
- How does the location of merchandise within a store affect a customer’s experience?
- How does display maintenance relate to store image?
- What is the difference between soft goods and hard goods? What fashion products fall into each category?

Teacher Resource:

DECA Competitive Event: Retail Merchandising Series