Erin's VISUAL MERCHANDISING

Elements of Lightning

Fri, 18 Jul 2014 20:36:55 +0900

Lighting is essential in calling attention to merchandise in a display . A shopper’s eye is drawn automatically to the brightest item or area. Lighting treatment may be used to draw attention to part of the display area, a specific item in the display, or to coordinate parts of the total display area.Lighting can also be used to direct shoppers through the store, attracting them to various displays along the way. Because of this tendency to follow a lighted path, display lights should be two to five times stronger than lighting in other parts of the store. There are three types of lighting used in store illumination: primary, accent and atmosphere lighting

1. primary Lightning
Primary lighting is the overall level of illumination of the store using fluorescent or incandescent light sources.Outside, it includes 150-watt bulbs used as basic window lighting, marquee lights illuminating the sidewalks, and lighting for the general lobby area . Inside the store, primary lighting is that which fills the selling floor from overhead lighting fixtures and provides the bare essentials of store illumination.

2.Accent or Secondary Lightning
Accent or secondary lighting provides illumination for designated display areas . Flat,shadow less,overall lighting can create a tiresome selling floor. Accent lighting provides change from light to dark or highlights to
shadows, to prevent this boredom . This can be accomplished with down lighting from the ceiling,showcase lighting and valance (drapery or canopy)
lighting. Incandescent bulbs are most often used for secondary lighting . They range in size from tiny Christmas tree lights to small candle-like or complexion bulbs,on up to full-size globe or reflector-type bulbs.

3. Atmosphere Lighting
Atmosphere lighting is used to play light against shadow to create a distinctive effect on specific displays. Generally this category includes the use of color filters, pinpoint spotlights and black lighting to create dramatic effects.Fluorescent lights are used for primary lighting, as they
cannot be focused or directed toward a specific object.They wash an area with light in which no shadows or accents are made . A wide range of shades are available for enhancing the colors of the merchandise and the store.
For example, an ultralume or prime color fluorescent is available and strengthens the colors in skin tone and merchandise so both look good. Color fluorescent lamps,available in blue, green, cool green, gold, pink and red produce dramatic effects and colored backgrounds. A cool
white bulb gives a bluer feeling, the color of snow, which can enhance a fur department display . A warm sunny bulb will create the opposite effect.
Be careful when using fluorescent lighting, as the overall store atmosphere may appear dull and boring.Avoid this by using a combination of lighting effects.Incandescent lamps have sharply defined beams that are easily directed to highlight the merchandise on display.These are available in numerous sizes, shapes,watt ages and colors. They do throw off a great deal of heat, however, which can be a fire hazard as well as increase the cost of air conditioning.Spotlights are great for merchandise displays . An
incandescent floor light can be used to illuminate lettering that identifies a store or a department within a store. A light and dark pattern can be created by highlighting the important parts of the display and letting the shadows create depth and pattern. Spotlights can be used on a
larger scale to add excitement to merchandise racks.Turning off the lights in the aisles on either side will allow the spotlighted areas to stand out even more.Spotlights used in a display are either installed in the ceiling or on a track . These lights are surrounded by a cylinder which affects the way light is emitted. When the spotlight is placed toward the back of the cylinder, the light is restricted to a smaller circle and therefore more
concentrated.When the spotlight is placed toward the opening of the cylinder, there is less restriction and therefore a larger circle of light is emitted.The angle at which a spotlight is directed is very
important.Readjust the lights every time a new display is done, pointing spotlights at preselected items in the display and adjusting so passersby do not catch the spotlight in the eye.Any angle sharper than 45° is likely to momentarily blind a shopper.Colored filters that change the color of light are available for spotlights. Filters most often used are pink for mannequin faces, amber for dramatic effects, straw to intensify warm colors, and daylight blue for icy feelings.Make sure the filters do not change the color of the merchandise.Filters should be used to highlight
backgrounds, props, faces and walls.Gels are colored acetate that can be placed over light bulbs.They are similar to filters, but are less expensive.Gels are available in rolls and can be cut by hand to fit a
spotlight or to cover fluorescent tubes. Gels need to be replaced weekly .
High-Intensity Discharge (HID) lamps are the most efficient bulbs available because they provide more light per watt than either flurescents or in can descents. The HID are relatively small in size and can also provide
shadows and highlights as do the in can descents .All the major lighting companies have produced HID bulbs that emit a light that enhances the merchandise and is flattering to the customer. The reduction in energy costsoverrides the expense of the light bulb itself.

Challenge Denim Display

Thu, 10 Jul 2014 12:08:24 +0900

On 26 of June I had a practical for Denim Display
From this Practical I learnt the processes of Denim Display to how to adupt the elements of lightning,colour,Scene,Shapes/Line into the Display of mine.

Now I will talk about the processes of Denim Display which i have learnt and observed from practical of Denim Display.
First,I had to Observed and decided the right place to display my Denim. It is because the place that you have chosen would be reflect in your display to look outstanding.

Secondary.Once you have decided your right place to display your Denim now you can you have to image the display that you want to and try to adupt it to the place that you have chosen.

Third. If you have dicided your diplay theme now you can place the Denim with right direction,shape and line to give a outstanding display.

After all these processes done finally your display is done.

Denim Trend in 2014 Spring/Summeer

Thu, 10 Jul 2014 11:53:55 +0900

Rhapsody In Blue Denim

Rethink your denim portfolio with this season’s avant-garde offerings. Indulge the new penchant for patchwork and chain embellishment with pieces from Paul & Joe and Balmain.
Stonewash, sun-bleached, true blue and distressed: any wash will work this year. Let your additions dictate the direction you take your denim: a white shirt and trench will project a preppy sensibility, while a camisole and mules will lend your look easy appeal.

1. DKNY

2. Balman

3. Maxmara

4. Paul&Joe

Elements of Colour in Visual Merchandising

Wed, 18 Jun 2014 22:18:29 +0900

Monochromatic Scheme A single color on the color wheel is used with three to five tints and shades of that single true color in this scheme . Several pieces of blue merchandise each consisting of a different value ranging from baby blue to navy blue, is an example of a monochromatic color scheme .

Analogous Scheme Any three or four consecutive colors on a color wheel creates an analogous scheme . This can be used to create a soft and subtle decor and warm or cool effect. This color scheme needs to be used with caution so as not to end up with an overstimulating nor depressing atmosphere . Examples of analogous schemes could be yellow, yellow-green, green and blue-green, or blue, blue- green and green .

Triadic Scheme Every fourth color on the color wheel for a total of three colors make a triadic color scheme . This is a good combination of colors that can create the muted, tradi- tional look as well as more vibrant color characteristics of modern color schemes . An example could be red, blue and yellow .

Complementary Scheme A complementary color scheme is represented by two colors that are exactly opposite one another on the color wheel, such as green and red or yellow and purple . It can result in a very pleasing combination of warm and cool colors . Avoid using opposite colors in equal amounts of light and dark combinations .

Split Complementary Scheme Three colors forming a Y on the color wheel consists of a base color and one color on each side of the base color’s
“Common color schemes include:
• monochromatic • analogous • triadic • complementary split • double complementary • tone on tone.”

Challenge Display the mannequin!!

Wed, 11 Jun 2014 22:42:56 +0900

On 29/05, I have leant how to display and dressing up the clothes on mannequin.At first I thpught it would be easy to display and dress up the mannequin, but when i tried it myself it was much harder than i thiught howver the mannequin itself was so heavey and i was struggled by removing the body parts of mannequin such as arms and leg.Especially in leg parts i took some time to took off it is becaus i kept turning the leg as wrong directuon to remove it. And also to put back the mannequin on the righg position was extremely tough however mannaquin itself is very unstable and heavey to carry out.

Dressing up for mannequin was also hard because of the mannequin body size did nog match with my clothes so i was straggled in this part as well. After finishing my diplay and dressing up clothes on mannequin i learnt how important the balancre and contrast of the color for clothes that you choose and match with is really need to concern before starting to display and dressing up on mannequin and also it is really important to know the structure of mannaquin to remove the body parts.ﾟ･:,｡ﾟ･:,｡★ﾟ･:,｡ﾟ･:,｡☆

Why do Visual merchandising??

Wed, 11 Jun 2014 22:21:32 +0900

Simple; to develop, maintain and increase sales.

Depending on the retailing environment, the nature and style of visual merchandising required will vary from one retailer to the next. What does not vary is the underlying reason as to why we embark on VM; the objective is always to develop, maintain and increase sales within your retailing space.

At AUSVM we service a range of clients, all with differing Visual Merchandising needs; we share key reasons 'why' these retailers conduct regular Visual Merchandising programs within their stores;

Independent Retailers; often operating without the big marketing budgets to generate foot traffic into store, this retailing group faces the challenge of convincing customers 'to come on in and shop with us' on very limited resources. By adopting a Visual Merchandising program, Independent Retailers have the opportunity to 'pack a punch' through strong, eye catching, individual window displays, giving customers a reason to enter their stores and shop. Adding to this, by conducting Visual Merchandising activities on a regular basis, the product offer is kept fresh, inviting and in constant rotation. This is extremely important, many Independent Retailers suffer from what we term 'set & forget'. They set their store up for the season, place product onto the shelf, trade away, and in some cases 'forget' to move things for a period of three months or more! This creates a stale, boring store and without a doubt will lose you sales. Through regular VM activities you will be challenged with rotating product around your store, merchandising to compliment key retail promotional events (i.e. Mothers Day, Christmas etc.), and strategically marking down product and moving it on when necessary.... So, not only does visual merchandising keep your store looking good, but also organised and in control of 'what it is you sell' and 'how you sell' to your customer.

What is Visual Merchandising??

Wed, 11 Jun 2014 22:10:35 +0900

Visual Merchandising is a practice that supports retailers in presenting their retail space in the best possible way to maximise sales.

Visual Merchandising does not stop at great looking window displays, it is more than this. From your in-store layout and product merchandising, to housekeeping, lighting, music, price tickets, posters and graphics, window display and props, right through to the colour you paint your walls and the fixtures you sell from, all of these elements and how you visually organise these elements and how often you rotate these elements within your retail space is Visual Merchandising.

Visual Merchandising is a technique that is applied and practised in any retailing environment. Whether you're an up-market fashion chain or the local hardware store, it doesn't matter what you sell, if you have a retail space, and open your doors for trade, you are conducting "Visual Merchandising" on some level.

The practice of Visual Merchandising requires creativity, inspiration, logic and organisation. It has been quoted on numerous occasions as being a mix of art and science, but know this:
•When a retailing environment makes “visual sense”, a customer will be naturally attracted to the space, enticed to come in, convinced to stay and shop and, most importantly, wants to buy!

This is what Visual Merchandising does.