FAS 354 Lecture Notes - Lecture 2: Mental Image, Promotional Mix
Document Summary
Chapter 2: what is visual merchandising for store. Visual merchandising: a combination of art & commerce for selling. Visual merchandising is a creative process for: promoting the sale of products by, producing windows and store interiors that encourage potential customers to make purchases, while staying true to the store"s brand image, and the store"s customer lifestyle. Segment of the population that research indicates is a good fit for a retailer"s. These consumers are a group that a retailer aims all of its promotional and product offering. Promotional mix combination of communication tools ---- advertising, p. r. , vm, and personal selling --- that tells the targeted customer about a store and its merchandise. An effective promotional mix connects with the target customer and their lifestyle needs. Elements that make up visual merchandising: visual merchandising supports sales. Supports the sale of certain commodities that a merchandise dept needs to promote through effective window and in-store presentations: visual merchandising supports retail strategies.
