exam 1Chapter Recaps

exam 1Chapter Recaps - ChapterRecaps CHAPTER1...

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Chapter Recaps CHAPTER 1     Why do we display? Functions : o Sell by showing and promoting  o Encourage the shopper to enter the store o Get the customer to pause and “shop” the selling floor o Establish, promote, and enhance the stores visual image o Entertain customers and enhance their shopping experience o Introduce and explain new products o Educate customers by answering questions on the use and accessorizing of a  product or fashion trend o The display may be the first 3-D representation of something the consumer  has thus far only seen in sketches or photos  The concept of store image and its relationship to visual merchandising display o The display person promotes the stores image and fashion trendiness The purposes of visual merchandising  o The visual merchandiser presents the image of who or what the shopper can  be when using the merchandise displayed   o Helps sell merchandise o Displays help introduce a new idea/product Store   image Visual Merchandising o Showing merchandise and concepts at their very best, with the end purpose  of making a sale Today’s mannequin often resembles the shopper on the other side of the glass
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o It may have a flawless figure, but far from perfect features  Promotion o All communication activities initiated by the seller to inform, persuade, and  remind the consumer about products, services, and/or ideas offered for sale Elements of promotion o Advertising  o Direct marketing and interactive media o Viral marketing o Public relations o Special events o Fashion shows o Visual merchandising Integrated marketing communication o All promotion elements are thought of as a single communication system with  each element supporting the objectives of every other element What is merchandising? o Forecasting  o Investigating o Determining price  o Making it available  Why in the retail environment? o Store is the point of purchase  o Only selling venue where the customer has the opportunity to interact  physically with merchandise prior to purchase 
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History o 1840s=large panes of glass o Artistide Boucicaut opened up the worlds first department store called Le Bon  Marche, in Paris, in 1838 o 1858 Macys in NY o 1865 Marshall Fields in Chicago  o 1872 Bloomies in NY o 1876 Wanamakers in Philly o 1901 Nordstroms shoes in Seattle  o Gordon Selfridge= use of lit windows at night 1909 o 1920s explosion of creativity in art and fashion o 1930s artists as window dressers  o 1960s boutiques o
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CHAPTER 2     The relationship between color and visual merchandising and display The common associations with, and reactions to, various colors o
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