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Buyers and store planning/design
- Play an important consultative role in fashion and fixture trends
- In order to work effectively with store planners and visual merchandisers, buyers must understand store layout and merchandise presentation
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Prototype
- A model store that combines elements of decor, lighting, fixturing, and signage to create a shopping ambiance consistent with the store's image and target customers
- Synthesis of standards for operational efficiency, merchandise presentation, and customer service
- Facilitate "cookie cutter" expansion
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Visual merchandising
- The retail organizational function responsible for enhancing sales by creating visually appealing shopping environments
- includes window displays, floor layout, merchandise presentation, and signage
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Store layout
- A well-designed store layout combines the effective use of merchandise and aisles to draw customers through a store, maximizing their exposure to goods
- Can increase the time and money customers spend
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The value of selling-floor space
- Value of space within a store is a function of customer traffic
- Essential in determining store layout
- Ex: First floor is most valuable
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Major aisle
- Wide aisle that connects a store's extremes
- High level of customer traffic
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Location of fashion vs. basic goods
- Fashion: need heavily trafficked areas because they are purchased based on their appeal
- Basic: require less exposure
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Destination goods
- Planned purchases
- Strategically located in remote areas to pull traffic through a store, as customers will seek them out
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Impulse goods
- Unplanned purchases
- Located in high-traffic areas to maximize exposure
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Adjacency
- Merchandise that is located next to other merchandise for customer convenience and to stimulate the sale of the adjacent goods
- Ex: hosiery next to shoes
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Cross merchandising
When goods are exposed in more than one location in a store
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Types of fixtures
- Floor fixtures
- Top-of-counter fixtures
- Display fixtures: show goods not available for customer selection
- Storage fixtures: store fill-in or backroom inventory
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Closed-sell fixtures
- Require salesperson assistance
- More costly
- Used for delicate/expensive items
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Open-sell fixtures
- Let customers try the goods
- Less costly
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Vendor fixtures
- Supplied by a vendor to distinguish its brands from the competition, and to enhance consistent presentation of their product in all stores
- Retailers must be sure these fixtures don't take away from the shopping experience of the store; must maintain a unified look
- The better the store, you won't find vendor fixtures
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Merchandise presentation groupings
- Merchandise category
- Color
- Fabrication or composition
- Style
- Price/quality
- Size
- Vendor
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Signs
Make shopping easier by identifying categories, brands, styles, and product features
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Permanent signage
- Identifies the exterior and selling areas
- Not changed often
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Temporary signage
- Disposable
- Reinforces advertising
- Stimulates impulse purchases
- Enhances customer convenience
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