Page 66 - DMGT552_VISUAL_MERCHANDISING

Unit 3: Image Mix

 The objective of a store layout is to maximise the interface between customers and Notes
merchandise.

3.5 Keywords

Angular Floor Plan: The angular floor plan is best used for high-end specialty stores where
curves and angles of fixtures and walls make for a more expensive store design.
Diagonal Floor Plan: The diagonal floor plan is a good store layout for self-service types of
retail stores which offers excellent visibility for cashiers and customers.
Geometric Floor Plan: The geometric floor plan is a suitable store design for clothing and
apparel shops and also uses racks and fixtures to create an interesting and out-of-the-ordinary
type of store design without a high cost.
Image Mix: Image mix is the mental picture that a retailer tries to project to the consumer.
Mixed Layout: The mixed floor plan incorporates the straight, diagonal and angular floor plans
to create the most functional store design where the layout moves traffic towards the walls and
back of the store.
Space Cost: Space cost is a combination of rent or mortgage payment, utilities, leasehold
improvements, general decoration, security, insurance, and all related costs of having a place to
conduct business operations.
Store Layouts: Store layouts generally show the size and location of each department, any
permanent structures, fixture locations and customer traffic patterns.

Straight Floor Plan: The straight floor plan is an excellent store layout for most of the types of
retail store and it makes use of the walls and fixtures to create small spaces within the retail
store.

3.6 Review Questions

1. Define the term Image mix.
2. What are the elements of Image mix?
3. How does sound influence the image of a store?

4. How does odour influence the image of a store?
5. Discuss employees as an important element of Image mix.
6. Discuss merchandise as an important element of Image mix.

7. Lighting and walls colour have a bearing on the Image of a store. Do you agree/not agree?
Give reason.
8. What are the factors which turn off a customer in a store?

9. What are the essences of successful retail business?
10. “All decisions made by a visual merchandiser are based on what image a retailer wants to
maintain of a store”. Discuss.

11. How does a sound can be pleasant or an unpleasant?
12. What are the plus minus effects of sound?
13. “Like sound odour too have positive and negative effects on store atmosphere”. Discuss.

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