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Visual Merchandising

MGT 151

Visual Merchandising

MGT 151

Course Description

Prerequisites: Prerequisites: READING LEVEL 2 and WRITING LEVEL 2.

Explores display as a major component of sales promotion. Studies color and basic design principles in terms of their application to display. Analyzes functions, types, and tools of display. Designs and coordinates windows and interior displays. Covers steps in planning and coordination sales promotions. Emphasizes planning, producing and evaluating effective visual displays. (45-0)

Outcomes and Objectives

Demonstrate an understanding of the overall issues in visual store design.

Objectives:

  • Discuss economic issues that relate to visual merchandising and design
  • Discuss the concept of flexibility as it relates to visual merchandising and design
  • Identify the various fixtures and cases that are used in visual merchandising and design
  • Explain the concept of visual communication
  • Describe the use of lighting and color in visual merchandising and design

Demonstrate an understanding of lighting.

Objectives:

  • Explain highlighting merchandise
  • Define popping the merchandise
  • Discuss capturing the mood
  • Discuss the concept of downplaying features

Demonstrate an understanding of merchandise presentation methods.

Objectives:

  • Discuss the concept of store image as it relates to merchandise display
  • Discuss the nature of the product and how it relates to merchandise display
  • Discuss the concept of packaging and how it relates to merchandise display
  • Explain the concept of vertical merchandising
  • Explain the concept of tonnage merchandising
  • Describe a frontal presentation

Demonstrate an understanding of technical technique.

Objectives:

  • Construct a hard line visual display
  • Construct a soft line visual display
  • To "Fly" soft line merchandise within a visual display
  • Select merchandise for a visual display
  • Demonstrate the use of T-pins and other pins in visual display
  • Demonstrate the use of various tools in visual display
  • Demonstrate the technique of "stuffing" in visual display

Demonstrate an understanding of the use of color.

Objectives:

  • Discuss the use of color and how it relates to aesthetics of interiors
  • Discuss the use of color and how it relates to interior spaciousness
  • Explain color harmony in interiors and visual merchandising
  • Establish visual merchandise themes
  • Discuss color energy relationships in interiors
  • Identify colors that influence taste
  • Identify colors that influence smell
  • Discuss the hidden meanings in colors
  • Describe color symbolism in signage
  • Discuss color trends in design

Demonstrate an understanding of sales promotion goals.

Objectives:

  • Discuss the concept of increasing short-run sales
  • Explain the concept of novelty
  • Explain eye-catching appeal
  • Explain and describe the use of themes and how they can be distinctive
  • Discuss the relationship between store operations and promotional goals

Demonstrate an understanding of goals for the store exterior.

Objectives:

  • Discuss techniques used to design storefronts
  • Discuss techniques used to design store entrances
  • Discuss techniques used to design store exterior windows
  • Discuss the issues of parking and congestion and how they relate to exterior design
  • Explain the concept of uniqueness and how it relates to exterior design

Demonstrate an understanding of goals for store interior.

Objectives:

  • Discuss the use of various flooring, fixtures, lighting, textures, scents and sounds within store interiors.
  • Explain the concept of dead areas and how it relates to interior design
  • Describe the commonly used width of aisles and how it impacts interior design
  • Discuss the factor of temperature and how it impacts interior design

Demonstrate an understanding of store layout.

Objectives:

  • Discuss allocation of floor space for selling merchandise
  • Describe product groupings
  • Explain the concepts that relate to traffic flow
  • Discuss merchandise arrangement within departments

Demonstrate an understanding of interior point of purchase displays.

Objectives:

  • Discuss assortment
  • Describe theme setting
  • Define ensemble
  • Identify racks and cases
  • Explain the use of posters, signs, and cards
  • Describe wall decorations

Demonstrate an understanding of space planning.

Objectives:

  • Discuss the concept of productivity of space
  • Explain the rationale of location of departments
  • Describe the location of merchandise within departments
  • Explain the concept of productivity of space
  • Describe productivity input/output measures

Demonstrate an understanding of the purposes of fixtures.

Objectives:

  • Discuss the issue of store image
  • Determine the fixture budget
  • Discuss the issue of flexibility
  • Identify the optimal use of floor space
  • Discuss the concept of traffic flow
  • Select families of fixtures

Demonstrate an understanding of visual communications.

Objectives:

  • Describe the coordination of signs and graphic with the store image
  • Discuss the use of signs and graphic as props
  • Use signs and graphics as props
  • Use appropriate typefaces on signs
  • Create theatrical effects