Title: Explain the importance of visual merchandising.
Course: Fashion Marketing (8140) > Section: Developing Visual Merchandise and Store Presentation

Explanation should include

- environmental elements that influence the shopping experience
  - color
  - ambiance
  - vendor concentration
  - fashion themes
  - brands
  - seasonal or holiday changes
  - signage
  - point-of-sale [POS] displays
  - safety regulations

- the functions of visual merchandising
  - generate traffic flow
  - create impulse sales
  - increase sales
  - reinforce store image
  - educate consumers about new trends
  - increase multiple sales transactions.

Explanation should also include the importance of regular maintenance of

- mannequins
- seating
- props
- floor and wall coverings
- lighting
- colors
- store fixtures
- interior signage
- graphics.

Process/Skill Questions:

- How can the physical environment of a store contribute to a positive or negative shopping experience?
- Why are themes used in visual displays?
- How does color affect customer behavior?
- Why is it important to regularly change displays?
- What role does store lighting play in creating a positive atmosphere and customer experience?
- What can a retailer do to highlight certain merchandise within a store?
- How does location of merchandise within a store/flow of store layout affect a customer’s experience?