Exam 1

Question 1

What are the main 3 areas of employment in visual merchandising.

Answer 1

Department store
Chain Stores
Freelancers

Question 2

Key characteristics of a department store?

Answer 2

• areas of specialization
• anual plans
• in store staff
• flagship stores used to create other stores

Question 3

Key characteristics of chain stores?

Answer 3

• everything comes from the headquarters
• preplanned displays are created by a small staff of designers
• interior settings are photographed and copied by the stores

Question 4

Key characteristics of freelancers?

Answer 4

• mom & pop stores hire a freelance visual merchandising person
• fees based on time & projects types
• may develop the concept
• freelancers have different styles.

Question 5

Main objectives of visual merchandising? (2)

Answer 5

• to generate traffic

- motivate purchases

Question 6

Trends in Visual merchandising? (5)

Answer 6

• increased use of graphics
• opulence in store design
• resurgence of mannequins
• innovated lighting
• directional signage

Question 7

Components of visual merchandising? (7)

Answer 7

• store design
• mannequins
• props and materials
• lighting
• graphics and signage
• point of purchase

Question 8

What are the key ways to effectively reach ethnic groups through Visual Merchandising? (5)

Answer 8

• ethnic mannequins
• ethnic signage
• ethnic graphics
• multi cultural ethnic displays
• multi cultural marketing

Question 9

2 main types of merchandise fixtures?

Answer 9

• floor cases

- wall cases

Question 10

Major types of in store merchandising displays?

Answer 10

• Point of purchase (displays usually near door or register with cheaper popular items)
• Islands (usually in the center of the store, customer able to walk all the way around)
• shadow box (glass windows with merchandise in it usually at eye level)
• show and tell fixtures (racks and stands featuring merchandise, usually at the entrance)
• wall cases (case filled with merchandise, a mainstay of department fixtures)

Question 11

What is a vitrine?

Answer 11

An enclosed glass display case used to display small items

Question 12

Why are store interiors being given more attention than ever before?

Answer 12

Because the traditional and typical layouts and figuring of the past no longer meet the challenges of competition. Retailers now select their design as carefully as their merchandise.