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Vm training manual

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Visual Merchandising manual ... in progress

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Vm training manual

  1. 1. Visual Merchandising Basics
  2. 2. What is a Brand • Brand identity – The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity • Visual brand identity – The recognition and perception of a brand is highly influenced by its visual presentation. A brand’s visual identity is the overall look and in retail an extension towards experience. This integrate logo, color, look, architecture and presentation.
  3. 3. Good Brand • Delivers the message clearly • Confirms credibility • Connects to target prospects emotionally • Motivates the buyer • Concretes User Loyalty • It is the sum total of consumer’s experiences and perceptions, some of which you can influence, and some that you cannot.
  4. 4. What is Visual Merchandising • In simple words VM is the art and tool to create pleasing and tempting environment for the customers to shop • If used properly, it is the best sales and promotion vehicle for the store and in turn for a brand on the whole • It is the key differentiator between different brands in the market, as it establishes the brand image and reinforces the brand promise and value proposition.
  5. 5. AIMS of VISUAL MERCHANDISING Attracting new customers ( whom have not shop with us before ) Reflecting the brand image of the lifestyle concept Presenting merchandise to influence the success of every collection ( creating the WOW ! Expression on VM displays ) Improving customer flow ( regulars keep coming back ) Make shopping easy and enjoyable Stimulating customers to spend time and money ( genuine talk with customers ) Increasing the frequency of purchases of customers
  6. 6. DEFINING GOOD VISUAL MERCHANDISING Its all just about tiny details Understanding how the customer shops the brand : Identifying the store’s high exposure area. The encouragement of multiple sales : Introduce accessories to match outfits. Encourage an item which can be matched with multiple choices. Remember your regular customers’ last purchase. Fixture which is right for the design and function of the product : Fixtures are not dead, we must always think of ways to better utilise these fixtures to it’s fullest. Correct lighting – what’s the point of creating a wonderful presentation if it’s poorly lit ? Retail staff must be able to spot and get help to fix blown bulbs with minimum delay. Ticketing and signage which enhances the brand and gives you the information you need about the product.
  7. 7. Its ALL about Addressing the Merchandise Display - (Neat to see / Easy to shop) - All lights in working condition - Staff grooming & appearance - - Music in the store - Staff greetings to customers Odourless environment - (Fitting rooms / staff body odour) - Scent - SEN5SES of VISUAL MERCHANDISING - Air-conditioning - All fixtures & fittings free of dust - Merchandise not soiled (Eyes) Sight Sound (Ears) (Nose) Smell Taste (Mouth) - Fashion trend updates - Cross selling techniques - (Product knowledge) Feel (Hands)
  8. 8. So How do we enhance our sales? Pay attention and due Respect
  9. 9. Basic VM Areas • Windows • Store Layout • Merchandise presentation • HYGINE & STANDARDS • VM, Branding and Posters etc.
  10. 10. Window What Are Windows?
  11. 11. Window merchandising objective is to get the consumers to come into the store to See, Try and Buy the products. By attracting them at the sidewalk level and acts as our “brand packaging”. As windows are the first point of contact with the consumers, we must always ensure the brand and its concept messages that we communicate are: • Focused • Impactful • Simple • Clear • Balanced
  12. 12. Window or series of windows in your retail store should always communicate a singular consumer-focused the brand message. This message should live in the windows for a duration of about 30–60 days. Within this time period… • Outfits should be changed weekly. However the featured concept should remain constant in all windows. • Only display the concept indicated on the marketing calendar — Do not show any other concepts not on the schedule.
  13. 13. Window How To Create A Composition?
  14. 14. Window Composition Window Composition is defined as how the products, POP and spaces are placed within the display. Always ensure there is visual balance in the composition of your window. The most common and effective composition is triangular in shape. It can be either symmetrical or asymmetrical. It can also be in different shapes and have different center lines.
  15. 15. Window How To Maintain?
  16. 16. Window Maintenance • Basic Standards – Iron the garments used in the window and hide all tags. – Change the outfits weekly to keep the window fresh. – Maintain the colour story of the concept for the whole time period. – Keep the window clutter free! – Check the window lighting daily and change any fused bulbs. – Sweep the floor daily. – Dust the mannequins/props daily. – Ensure the window glass is clean and smear free at all times. – Check the window stickers are neat and fully secure to window. – OK to sell what is in the window if a consumer wants it. But always REPLACE the outfit and re-style it.
  17. 17. Mannequin What Are Mannequins?
  18. 18. Mannequin sole purpose is to showcase the products and communicate the brand image. Mannequin must always: • Display key looks • Provide styling cues • Communicate the concept of the product • Reflect our target consumers • Look natural Top Tips: For a “Lived In Look” — lightly spray the outfit with mineral water directly on product. When dry, it will appear naturally worn. For a “Real Worn Look ”— hand wrinkle the clothes in areas where the clothes would naturally wrinkle (i.e. shirt tails, elbows and knees).
  19. 19. Mannequin How To Position?
  20. 20. Understanding Store Layouts Consumer flow, Slowdown, Sightlines, Focus Points
  21. 21. Store Front & Windows • express the brand personality. • are the first points of contact between consumers and the brand and must communicate the brand message. • must have visual impact even from a distance to entice consumers to what is inside the store. • need to be maintained and updated to keep interest. The Golden Rule of 5 Seconds. That’s all the time we have to captivate the potential customers. In this blink of an eye, they must be attracted to our merchandise and stay interested. As they enter your retail space, it is important that the first four seconds are positive. Overall, the ambience of the store should stimulate and engage them. They should see and feel that the brand offers cutting edge products.
  22. 22. Slowdown Unless you stop them at the entrance with a compelling visual experience, they may turn around and walk out. How to do it: • As consumers enter the store, divert flow with a fixture or a mannequin to encourage movement to the left or right. • Attract their attention with an impactful display presentation, but don’t block the entrance. • Pull them through the space with strong focal points.
  23. 23. Slowdown
  24. 24. • are clear directional lines created by walkways within the store. • lead consumers to a focal point at the end of the sightlines. • drive consumers from the front to the rear of the store and back like the “Pinball” effect. How to do it: • On your store, observe where the sight lines are within your store and ensure you merchandise accordingly. • Lead consumers through the space by placing fixtures from lowest to highest with the lowest fixture off the walkway and the highest fixture would be the wall. Top Tips: Use fixtures to lead the consumers’ eyes front to back from the shop floor to the sight line. Sightlines
  25. 25. Sightlines Main Sightline Secondary Sightline
  26. 26. • are areas of visual interest located at the end of a sightline. • are acting like visual signposts. • are created by effective product merchandising techniques and creative visual displays. • are positioned as the ‘Pinball’ effect to lead consumers through the store. CREATING BROWSING AREAS How to do it: • Fixture placement should take consumers off main walkways and towards perimeter walls stopping them on route. • Fixtures need to face the consumer flow to ensure the entire product range is shoppable. • Random placing and different angles confuse the consumer. USING FLOOR FIXTURE Fixtures should be shopping distance apart by a minimum of ONE metre all around, ensuring sufficient space for maximum product exposure. Top Tips: Never block a focal point with a floor fixture or you will lose impact. Focal Points
  27. 27. Focal Points
  28. 28. The Merchandising Principles
  29. 29. What is Colour?
  30. 30. Colour helps the consumers to easily spot the merchandise. Hence, understanding the colour story each season is crucial to create visual impact and increase sales.Thus, it is very important to display products correctly.
  31. 31. Colour Colourization Always merchandise colors in order of warm, cool and neutral. Always present from left to right, or top to bottom. Do not display products in a zig-zag manner or in the wrong colour order. This will mess up the display and designated look, thus making it difficult for consumers to shop.
  32. 32. 1 2 3 4 5 Stop Look Check Think Decide Don’t merchandise a product until you are certain as to where it belongs. Check out the product and look for special features— innovation, finish, style, colour, and fabric. See if the product needs special merchandising How does the product look when merchandised with the others? Know the concept zones on the floor, and decide how the product should be merchandised and which technique to use in presenting it. Show off the product features! Merchandising Principles
  33. 33. Balance Product Hanging Product Hanging adds variety to the overall presentation and can be used to create focal points. How should hanging products look? • Make sure all creases are removed, as these are easily seen. • Always “dress out” the first hanger. (eg t-shirt, shirt and jacket combination) • Ensure the price labels and packaging are tucked away neatly. • Hang only the right amount of products on 1 hanging rail Top Tip: All hangers should form a “?” (question mark) on the hanging bar and product should be hung for a right-handed person.
  34. 34. Balance Product Hanging Anatomical Order Anatomical Order is hanging products in a logical head to toe method — like when presenting tops (jackets, shirts & etc… they should be followed by bottoms (a complete stylish outfit). It can also be using folded products below the hanging items.
  35. 35. Balance Product Hanging Side vs Front Side Facing hanging products on a single arm promotes a choice of colour, styles and side details. Front Facing hanging products on a single arm promotes a key item or an outfit in one colour.
  36. 36. Stacking Stacked/Folded ideal max Min T-Shirt 05 06 03 Shirt 05 06 03 Sweat Regular 05 06 03 Sweat Wide 05 06 03 Jacket Wide Fold 04 05 03 Bottom 1/2 Fold 05 07 04 Bottom Tri Fold 05 06 04
  37. 37. Lets adopt PRE RETAILING STANDARDS
  38. 38. Pre-Retailing Standards Hanging Standards • Always “DRESS OUT” the first hanger. (e.g. t-shirt, shirt and jacket combination) • Make sure that all creases are removed as these are unsightly. • Ensure all price labels, tags and packaging are tucked away neatly. • Hang only the right amount of products on 1 hanging rail. Please refer to the product density charts. • If available, use a branded hanger.
  39. 39. Pre-Retailing Standards Hanging Standards Note: All hangers hook should form a “?” (question mark) on the hangingbar and the products should always be hung for a right-handed person.
  40. 40. Pre-Retailing Standards Hanging Standards Front Hanging Front Hanging Front facing hanging promotes a key item or an outfit in one colour on a single arm of rail. Front Hanging T-Shirt Shirt Jacket Pants Min Max 04 pcs / 01 lot 06 pcs / 02 lots Note: Maximum hangers on a Front Hang is 6 Promote layering on the Front hang but only in Khakis
  41. 41. Pre-Retailing Standards Hanging Standards Side Hanging Side Hanging Side facing hanging promotes a choice of colours, styles and side details on a single arm of rail (i.e. arm/leg details). Side Hanging T-Shirt Shirt Jacket Pants Excessive layering should be avoided Min Max 06 pcs / 03 lots 14 pcs / 05 lots
  42. 42. Don’t add too many colours on one bar/section select them wisely and display neatly Colour Blocking Maximum colour block on a hanging bar : 3
  43. 43. The General Don'ts These have been observed at many stores and need to be immediately rectified and strictly followed always
  44. 44. NEVER Display anything on the shelf below a hanging Add one extra shelf just below the hanging in the vacant space
  45. 45. Never hang just product category always display co-ordinates (Tops & Bottoms) Always display some bottoms with tops or Vice Versa to present a complete look. Helps in up selling and gives a better outlook and image. Tip: Use Layering and styling details to further improve the look. Makes it more interesting.
  46. 46. S hooks to hold merchandise in a casual fashion only. (As if hung on keg in the cupboard/wardrobe) Never Display the merchandise using multiple hooks and showcasing it flat spread. Hang is very casually ensuring key detail is highlighted. Avoid using Photo frames on S hooks. Never display the merchandise using hangers on S hooks. Also avoid putting picture frames or props in front of casual s hook hangs. Only promotional material allowed in front. Tip: Accessorise the garments with belts, sunglasses etc.
  47. 47. Never Display top and bottom alternatively. Always make a block of tops and bottoms. Blocked Alternate Don’t Alternate Tops & Bottoms Display Them in Blocks Alternate display looks tacky and takes away the IMPACT. Also it hides the details / visibility of the merchandise as apparent from photo above
  48. 48. Don’t make too many blocks in a single side hanging series. Ideally make only 3 blocks/divisions 1 2 3 Making too many blocks / alternative blocks of shirts and trousers renders the display an unclean cluttered look. Tip: Always try to display the side hangs in colour blocks and use an accent colour to break if needed. Like in the above photo the green is an accent but would be more effective if placed in the middle thereby dividing blues into two sections.
  49. 49. Pre-Retailing Standards Best Practice
  50. 50. Pre-Retailing Standards Stacking & Hanging STACKING: Ensure each and every pile of products are stacked neatly especially when folding bottoms of different sizes HANGING: Ensure the space between 2 hangers hook should be around 3 fingers width.
  51. 51. Pre-Retailing Standards Size Order • Product must always be merchandised in size order with the smallest size on top of the pile/front of an arm to the largest on the bottom of a plie/back of an arm. • Bottoms must always be merchandised primarily by waist size and then by length, with the smallest size/shortest leg at the top of the pile/front of the arm to the largest waist and longest leg at the bottom of the pile/back of the arm.
  52. 52. 28 x 32 XS 32 x 36 S M L XL 29 x 34 30 x 32 31 x 34 XS S M L XL 28 x 32 29 x 34 XS S M L L XL XS S M L L XL 30 x 32 31 x 34 28 x 32 29 x 34 30 x 32 31 x 34 32 x 36 34 x 36 30 x 32 31 x 34 28 x 32 29 x 34 30 x 32 31 x 34 32 x 36 Stack Size Order
  53. 53. 1 2 3 4 5 Section Layouts & Gender Separation VM & Window Techniques Retailing Standards VM Principles Stock Rotations VM should reflect how customer shop with similar things placed together. Seasonal window with hanging and folding techniques should be evident at all time. Focal points, balance and colour stories should be evident in each section. Products should be folded, stacked, sized and stocked (Product densities). Newness— products or presentations should be refreshed regularly to give a fresh look to the store. You need to just rearrange the merchandise in the store. The Five Step Approach
  54. 54. RETAIL IS DETAIL Get it Right Every Time
  55. 55. TYPES OF LIGHTINGS DOWN DIRECTIONAL LIGHTS LIGHTS Directional lights are meant to be directed onto the following areas in the store : 1. Font face and side hanging merchandise 2. Image posters on the wall or fixtures 3. Mannequins ( chest area ) 4. Still Life / Props Display ( focal points ) 5. Freestanding fixtures
  56. 56. Free Of Dust First Impression last! Windows need to be checked at least twice a day. All fixtures and fittings must be dust free. Use the Retail Store Operation Daily Checklist as a guide. All Lights Working All spot lights must be focusing onto in-store mannequins, if any, posters, focal points and merchandise. And that they must be in good working conditions. Merchandise Presentation All hanging merchandise must be steamed or ironed. Price tickets neatly tucked inside. Correct hangers used & facing the customer flow. Soiled merchandise to be removed from the selling floor. Outfits on mannequins are available in-store. HOUSE KEEPING NEEDED
  57. 57. Checklists These are the basic checklists that you should follow everyday to evaluate your stores.
  58. 58. Take a fresh look at your store floor. Walk the floor as though you are the consumer. Check for the following… • Windows – Window campaign is in place according to guidelines. – Entrance is clean and free of litter. – Light bulbs are all working. • Featured Concept on Aisle – Featured concepts are in the most visible, impactful place on the floor. – Aisle presentation draws consumers into the space (placement of fixtures). • Zones – The floor is zoned according to guidelines. – The focus zone is merchandised with correct products.
  59. 59. Product • Products are folded, stacked and hung to standards. • Products are sized and contained the recommended units according to guidelines. • Presentation is balanced. Merchandising • Concepts are merchandised according to guidelines. • Key outfits are clearly displayed by concept. Mannequins • Window mannequins are in correct key outfits. • Products featured on mannequins is available on a fixture or shelf nearby. • Mannequins are accessorized in an appropriate way. Light • Lightings are in good working condition. • Lightings are directed onto key fixtures and products. Maintenance • Floor is clean and free of obstructions • Shelves, fixtures and mirrors are free of dust • Fitting rooms are clean And don’t forget your 5 minimum standards!!
  60. 60. In store Maintenance Checklist • Thematic Presentation • Stacking Quality • Hanging Quality • Color coordination • Shade coordination • Illumination and lighting • Rotation of garments • Color wise size coordination • Music and mood • Temperature in store • Enhancing key products and its information. • Accessories display • Signage Quality • Zipped and buttoned garments • Availability of Tags • Size set maintenance • Hangers availability • Optimum utilization of space • Cleanliness Personal (Staff) Hygiene and cleanliness is paramount – Dress and individual – Well Groomed and odor free
  61. 61. Window & Exterior Maintenance Checklist • Cleanliness • Well ironed garments • Coordinated apparels and accessories • Illumination Quality • Signage Quality • Optimum Display • Overall visual appeal • Weekly change • Non cluttered look • Innovation within constraints. • Façade is Clean • Signage is clean • Passage in front of store clean and well lit
  62. 62. Staff Checklist • Uniforms to all staff • Motivate and enthuse staff on good sale • Provide a platform for extensive knowledge on products, about materials and processes gone into making the product • Communication ability and adaptability exercise, provide them knowledge on themes and looks. • Make them a fashion coordinators.