Page 200 - DMGT552_VISUAL_MERCHANDISING

Unit 10: Dominance Factor in Merchandise Presentation

Self Assessment Notes

State whether the following statements are true or false:
6. Retailers of all sizes must grapple with how much of the budget to allocate for their visual
merchandising.

7. Budgets are established in many ways, with the major department store organisations
using the most structured formats.
8. The small, independent merchant tends to be less disciplined about budgeting, particularly
where visual presentations are concerned.
9. Many chains have hike up their labour costs by turning to a variety of graphics instead of
the traditionally used displays.
10. In order to cut labour costs, some small retailers create their own displays or at least make
some changes in merchandise presentation themselves between freelancer visits.
10.3 Safety Factors

Visual merchandise design is based on such elements as lighting, merchandise selection, and the
principles of display employed to ensure success. In executing designs, the installers must
always make certain that the presentations are safely produced.

!
Caution Most retailers are reluctant to discuss careless display work that resulted in injuries
and lawsuits.
An electrical wire that extends past the interior display area, an overhead sign that falls, or an
unsecured mannequin that topples when a customer touches it are typical of the safety problems
associated with display.
Safety is an important consideration on the job, for the well-being of the visual merchandising
staff as well as the customers. The potential exists for someone to be burned by hot lights,
shocked by faulty electrical equipment, or tripped by poorly placed wires. In order to prevent
these accidents, the following precautions should be taken when working on an installation:
 When signs or graphics are suspended from the ceiling, a sufficient amount of space must
be left for shoppers to walk under them. The signs must also be out of the shoppers’ reach.

 Ceiling grills or grids should be used to suspend items. The use of screw eyes directly in
a ceiling might not guarantee good support. If there is any doubt about the holding ability
of screws, toggle bolts should be used for plaster or plasterboard ceilings.
 All parts of a mannequin should be secured, with special attention to the base plate and
rod that attaches to the buttock or ankle. The support rods should be tightened to prevent
toppling. Even when mannequins are used in enclosed windows and out of the reach of
shoppers, automobile and pedestrian traffic could cause them to tip over. If base plates are
not used, the mannequin should be wired to the floor by a process called striking a
mannequin.
 Heavy-duty nails or screws should be used to secure merchandise or props to walls. The
use of pins should be avoided when long-term support is needed.

 Three-dimensional letters should be attached with bonding materials such as hot glue,
double-face foam tape, or headless nails called brads. Vibration or heat from light fixtures
could cause letters to fall if they are not well attached.

LOVELY PROFESSIONAL UNIVERSITY 195