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