08-29-07 - TC 245 Ch 2(cont 8:54:00 AM Environment as...

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TC 245 – Ch. 2 (cont.) 29/08/2007 08:54:00 Environment as Contributor Store interior  influences appreciation of apparel products and reinforces  brand image Design features include display hardware, lighting, and music Lighting o Large impact on store ambiance o Calls attention to and enhances specific apparel items Special promotional events o Concerns similar to the retail environment must be considered Promotional materials o A storyboard is a visual presentation of inspiration or ideas to members  within the apparel industry o Internal promotional materials Propose designs for stores or clothing o Business to business materials Styles are presented to store buyers through showing of actual  products or promotional materials o Promotional ads to consumers The promotional environment influences the form and meaning  (brand image) of the product
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