Page 251 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Questions
1. Analyse the case and interpret it.
2. What do you conclude from the given case?
3. Write down the case facts.

Source: http://www.lmsvc.com/case-studies/1.html

12.9 Summary

 The basic principles of merchandising start with product segmentation.
 Product segmentation brings order and simplicity both to the way stock is bought and the
way you present it.

 A successful company is one that is well aware of its sales.
 Sales tracking tools can do within a merchandise location.
 A mannequin (also called a dummy, lay figure or dress form) is an often articulated doll
used by artists, tailors, dressmakers, and others especially to display or fit clothing.

 Props are an integral part of a display. They are used in visual merchandising to tell a
story about the product, the merchandise concept or the store itself.

 Proper display lighting is vital to selling.
 Lighting should also have the quality and colour that bring out the best features of the
merchandise.

 Expert display people use light in the same way a musician uses sound.
 A sign is a silent salesperson, and part of a shopper first impression of a store.

12.10 Keywords

Balsa: Balsa is a very light weight though strong wood used primarily for model planes that fly.
Fluorescent Lighting: Fluorescent lighting is electrical energy causing phosphors to glow in a
tube.
Incandescent Lamps: In the incandescent, electric energy flows through a very thin wire (filament)
that resists the low of energy.
Kinetic Lighting System: In a kinetic lighting system, general lighting is supplemented by
fixtures that can be moved and aimed to flexibly support changing merchandising goals.

Mannequin: Mannequin is an often articulated doll used by artists, tailors, dressmakers, and
others especially to display or fit clothing.
Plaster of Paris: Plaster of Paris is a white powder, usually ground gypsum, that when mixed
with water hardens into the shape of its container.
Prop: A prop is something used with a product in a display that clarifies the function of the
merchandise being sold or the story being told.

Sign: A sign is a silent salesperson, and part of a shopper first impression of a store.
Static Lighting System: In a static lighting system, the fixtures are fixed in position to provide
either uniform general pattern illumination or lighting that follows the merchandising layout.

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