Visual merchandising techniques Essay Example for Free

Visual merchandising techniques EssayIntroductionIn baseball club to complete this task I will be identifying the visual merchandising and display techniques used for collar retail outlets. The three organisations that I will be working on throughout this assignment be1. Hollister2. Hamleys3. The form browseVisual Merchandising This could be defined as the way in which retailers bewilder and deliver their mathematical harvests to customers, in order to meet their urgencys, expectations and increase the profit and sales of the organisation. Visual Merchandising is the imposture and creativity of promoting the products a business sells in the most attractive way possible, with the intention of creating interest. 1. Hollister plan invoice of the companyHollister Co., sometimes advertised as Hollister or HCo, is an American manners expression brand by Abercrombie wood pussy Co. It was created in 2000 with its first hold on opening in July 2000 at the Easton Town Cent er in Columbus, Ohio. The innovation was originally designed to attract consumers elder 1418 through its SoCal enliven image and fooling wear. Goods argon available in store and through the companys online store. The stores argon designed to simulate the feeling of world in a surf defecate by having the exterior and interior based on a life guard house. It was ranked as the second most preferred garb brand of US teens behind a long list of actual West Coast companies in 2008 by bagpiper Jaffray.Source http//en.wikipedia.org/wiki/Hollister_Co.Techniques used to attract the consumer1. Displays The exterior of the store is the first matter that attracts the attention of the customer or the window grassper, who might be aim a potential consumer. This is one of the most important techniques that Hollister Co. uses to appeal to customers. outdoor design includes shuttered windows, and light and dark brown paten walls. The shuttered windows were meant to add to the atmosphere of the store and hang in out customers that did not fit in, which shows that the brand is not easily accessible to bothone, like in quintuple star boutiques, as healthy as really mysterious when you look at it from the outside it makes you compulsion to gain what is inside. This is one of the things that differentiate Hollister from other fashion, clothing stores in malls and on the gamy street. Many teenagers and elevated school students wear Hollister products just because they want to become piece of the fashion and style, by showing a great fashion sense.1. Price Hollister Co, keep the harm points of their goods, low-cost to its targeted pigeonholing of customers, high school students aged 14-18. Hollisters price points are almost 20% lower than its parent Abercrombie Fitch, who mainly aim their products at consumers, aged 18 through 22. Again, this is another method by which Hollister Co shows they appreciate the customer group they are targeting, as they provide the best flavour and unique products at a reasonable and affordable price for students.2. Sales and promotion Hollister California pursues the technique of liberty chiting self-marketing, where in wearing an item of clothing from HCO results in direct advertising. This is particularly achieved through the large sewing or screen print of the brands pee-pee, initials, fictitious date of establishment and the flying seagull logo on the vast majority of their merchandise. As a result, the company has not relied on media marketing to communicate its desired look and appeal. Hollister Co mainly advertises their product or whenever in that respect is a special discount on some goods, they usually post it on the website. To maintain the SoCal theme, stores and merchandise are categorized inside the divisions named Dudes for men and Bettys for women.1. Environment Hollister Co. stores simulate the appearance of time of origin beach shacks in an indoor discloseping mall. The stores are d esigned to simulate the feeling of being in a surf spy by having the exterior and interior based on a life guard house. Another effective technique Hollister Co. uses is to play an eclectic selection of alternative rock and take off music in their stores. In addition, all the staff in Hollister is abide by a morose dress code. They must wear contemporary Hollister style clothing, normally abiding with their beach vibe style clothing and everyone must wear the seasons colors. Again this is a great marketing technique used by the company, because by doing this, they are tempting and in a way encouraging the purchaser to pick up and buy the latest styles, because they like the brand.From the evidences above, we can see how Hollister has used the front display of their store, as they made use of that space to position mannequins and show their latest trends to the customers that passes by. The picture as well shows that certain mystique about shopping at Hollisters that make it a fun place to go. The storefronts look like beach huts the interiors are dark and play trendy music. Customers cannot see into the store from the outside, but they can smell it from most the corner. The picture on the left shows that Hollister Co. set the temper of Christmas or other event to attract as well as thy sometimes have goods that are on sale.2. HamleysBrief history of the companyHamleys is one of the worlds largest work shops. Its flagship store is in Regent Street, capital of the United Kingdom. Hamleys is named after William Hamley, who founded the first shop called Noahs Ark at 231 High Holborn in London in 1760. A weapon at 200 Regent Street was opened in 1881, and the Holborn branch was destroyed by fire in 1901 and was relocated from 231 to 86 87 High Holborn. Arriving back in the present, we find Hamleys in its famous location at 188-196 Regent Street. To cope with the publics growing appetite for playthings, Hamleys added a further five floors of runs.The fla gship store is considered one of Londons major tourist attractions, and receives about five million visitors a year. Unlike many companies using possessive names, Hamleys intentionally forgoes the use of an apostrophe in its name. In addition, the largest toy shop is famous for imported dolls, scientific sets, pedal cars and miniature toy trains.Source http//en.wikipedia.org/wiki/HamleysTechniques used to attract the consumer1. windowpane Displays Hamleys has really big store displays, which benefits them, as it creates a sense of excitement for the people that pass by. For interpreter when a customer approaches the store the first thing they see is the outside window display and they walk in with interest and really often adults enjoy the atmosphere, have family fun and play along with their children. The largest toy shop uses the front displays to set the mood of a particular event or sale they have. This mood often matches the season, for example during Christmas periods they s et the mood of Boxing Day, New Year, etc.1. Price The location of the shop is meant to attract middle class families, international shoppers and many tourists. As a result the prices of some products and run they provide might not be affordable to everyone. In this case higher prices stand for bump quality of the products as well as the location of Hamleys allows them to have a bit higher prices on some toys.2. Sales and Promotion Hamleys frequently promotes their products in store, as they have point of sale advertisement, or usually the toys that are on sale are throw next to the cashiers, so it is easily for shoppers to see it. As well as that they advertise on their original website, other internet sites, on TV around Christmas and Easter and some other special events, e.g. when they celebrated the 250th anniversary of the store. Hamleys mainly promote the recent toys and games in store, by using sales representatives, for example doing puppet shows, staff dressed as overs eer heroes, or demonstrating how to play with the toys.3. Environment The environs of Hamleys is very welcoming, there are people from the staff that concoct the customers once they enter the store and everyone can join in and have fun, play around and shop at the same time. Some customers do not even realise that they become buyers and even come back with their children regularly, very often customers walk in just to have a look around because of the environment. In addition, Hamleys organise birthday parties, which is another method they use to attract more customer by providing this type of service.4. Online service The companys website is designed in a colorful theme and at the top of the page customer can find different tabs that will take them to various split of the site. One feature that Home at Hamleys website offers is the search form that gives plenty of options to ensure that the customer finds the product that they need. Customers can search by brand, age range, ge nder, prices range as well as by the name of the toy. This makes it much easier for them to shop online if they do not have enough time to shop in store. Hamleys also deliver the products to customers door.The pictures above show that Hamleys has used the inside store space to put super heroes and doll houses to catch the attention of the customer. They also have similar pictures on the public display. The staffs at each shop floor are there to entertain people and they are also allowed to act with the customers. This means that the store uses its employees to present the products and to attract more shoppers.1. Location The store is located on the high street in central London and there are thousands of people that pass by every day. Hamleys has great travel links and is very near to the underground station. As I already say the store is visited by more than five million visitors each year, as is considered one of Londons tourist attractions. This benefits both the business and the customer. It benefits the customer as is easy for them to find the location and get there and at the same, time benefits the business by bringing more clients and increasing the profit.3. The Body grass overBrief history of the companyThe Body mark International Plc, known as The Body storehouse, has 2,400 stores in 61 countries, and is the second largest cosmetic franchise in the world, following O Boticario, a Brazilian company. The Body Shop is headquartered in Littlehampton, West Sussex, England, was founded in 1976 by the late Dame Anita Roddick and is now part of the LOral unified group.The Body Shop carries a wide range of products for the body, face, hair and home. The Body Shop does not outcry its products are all-natural, but inspired by nature and they feature ingredients such as marula oil and benny seed oil sourced through the Community Fair Trade program.The Body Shop is constantly producing ripe products and improving current products for customer safety an d satisfaction.Source http//en.wikipedia.org/wiki/The_Body_ShopTechniques used to attract the consumer1. Window Displays The Body Shop regularly features posters on shop windows and sponsorship of local charity and community events. This is one of the techniques they use to attract customer, because they bend the customer that by buying a product they will help someone in need somewhere in the world.1. Price The Body Shops prices are considered as reasonable for the quality of their products, even though some customers might think that they are overpricing. The company gives their products a fair price for natural ingredients or handcrafts they purchase from different countries.1. Sales and promotion In the past The Body Shop turned increasingly toward social and environmental run aways to promote its business. The Body Shop proposed an alliance with Greenpeace in the UK to deliver the whale. As well as began launching other promotions tied to social causes, with much public a nd media interest. lynchpin in the present The Body Shop is well known for its contribution to greener environment, products that contain community traded ingredients and products inspired by nature.It is very important for the customer to see what the business does to be ethical to the community and the environment and not just be existent to make profit. Poster frames are also supplied for use within the store to highlight various points of sale promotions and ethical messages throughout the store. Another way The Body Shop uses to offer and promote new products to their clients is by sending them email shots regularly, to update them on what is new or latest sales.1. Environment All Body Shop products are naturally scented, environmentally-minded and one of the campaigns that it supports is Against Animal Testing. Body Shop uses light boxes with energy efficient lighting combined with a sleek stylish look, which gives the store a modern look and an inviting glow. In addition, a s they mainly sell cosmetics, body lotions and soaps, there is a special scent that in a way invites the passer by to enter the store. Another thing that benefits Body Shop is that they utilise all the space within the shop, making it as profitable as possible.1. Online service The high quality body, skin and beauty retailer also provides wide range of products on their online website. The website informs the consumers of latest offers and promotions. Customers will need to create an account in order to start using the service that it provides. Then they can start using The Body Shop website daily to get deals discount codes, supererogatory delivery, etc. and the purchase are always delivered straight to customers door.Window display shown is in Oxford Street, London.From the pictures we can see how The Body Shop has used its store window to display a campaign they are supporting. The campaign is to raise money to build a school in Cabra, Kosovo. This shows that their company is e thically responsible and when customers shop they raise money for charity and help someone in need.The picture below shows how Body Shops products are put down in the store. Everything is clear to the viewer, easy to find and there is a price and verbal description underneath each product. The Body Shop also carries a theme throughout the display. Every seasonal worker promotion such as the Valentines Day, the poster conveys a message of what are the best products for that proper(postnominal) occasion. The window table at the bottom of the poster carries the products with A6 cards announcing discounts and promotions.Bibliographyhttp//hcohounds.tumblr.com/post/276422881http//women.timesonline.co.uk/tol/life_and_style/women/fashion/article6738947.ecehttp//news.bbc.co.uk/local/capital of the United Kingdom/hi/people_and_places/history/newsid_8510000/8510277.stmhttp//www.hamleys.com/HAMLEYS_HISTORY_%7C_Hamleys_Toys/HAMLEYS_HISTORY,default,pg.html