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FASH 0014 - Visual Merchandising

http://catalog.sierracollege.edu/course-outlines/fash-0014/

Catalog Description DESCRIPTION IS HERE: Hours: 72 (36 lecture, 36 activity) Description: Introduces contemporary display techniques, equipment, and materials for designing three-dimensional product presentations within the retail environment. Emphasis is placed on fashion items and includes the use of mannequins and dress forms. Students complete a window display on campus. Field trips required. (CSU) Units 3 Lecture-Discussion 36 Laboratory By Arrangement Contact Hours 72 Outside of Class Hours 36 Course Student Learning Outcomes Create a floor plan and plan-o-gram to show importance of floor and fixture layouts, wall displays, and lighting. Analyze the role of visual merchandizing to establish and strengthen a retailer's brand image. Demonstrate the use of principles of design through the creation of a group store window. Course Content Outline 1. Preparation for Visual Creativity a. Thinking "outside the box" b. Best practices and practical application c. Guidelines for implementing ideas on the job d. Building and sustaining a creative work environment 2. What is visual merchandising? a. Supporting sales and retail strategies b. Using visual merchandising to communicate with customers c. Establishing and strengthening the brand image d. Shopping as a form of communication e. How does visual merchandising support retailing trends? 3. Design strategies for visual merchandising a. Design elements commonly used b. Design principles and rules 4. Store layouts and fixture placement a. Creating an atmosphere b. Types of retail stores c. Typical store layouts d. Store fixtures 5. Merchandising walls for fashion apparel a. Using the walls as selling tools b. The wall as a consumer destination c. The wall as a store fixture d. Wall planograms e. Priority wall areas in the store 6. Fashion apparel and accessory coordination a. Merchandise selection for display b. Coordination by the merchandise end use c. Coordination by fabrication d. Coordination by color e. Coordinating brand names f. Coordinating by trend 7. Home fashion presentation a. Home fashion stores b. Store layouts c. Floor fixtures used in home fashion stores d. Wall fixtures e. Merchandise presentation f. Home fashion display techniques g. Analyzing home fashion store brands 8. Signage a. Communication through store signing b. Signing merchandise c. Signing presentation d. Sign holders and fixtures used 9. Lighting a. The importance of lighting displays b. Lighting defines a store's brand image c. Using lighting to enhance a store's image d. "Green" lighting e. Lighting functions and systems f. Lighting store windows and interior displays 10. Grocery and food stores a. Food as fashion b. Grocery brand image c. Consumer driven changes in grocery and food stores d. Types of grocery and food stores e. Store layout and fixtures f. The visual merchandiser's role 11. Nontraditional retailing a. Kiosks b. Internet retailing c. Special events d. The visual merchandiser's role 12. The magic of the display window a. Retail theater b. Window architecture c. The function of windows d. Window display themes e. Mechanics of window magic f. Windows as an art form 13. Mannequins and mannequin alternatives a. Communicating an image b. Mannequin sources c. Choosing mannequins d. Mannequin trends 14. Building a visual merchandising department a. The professional work environment b. Building a multimedia resource center c. Markets, trade shows, and exhibitions d. Setting up and planning projects e. Setting up and managing a visual merchandising budget 15. Careers in visual merchandising a. Beginning a career, where to start b. Twenty-one visual merchandising careers c. Career strategies d. Networking e. Effective interviewing Course Objectives Course Objectives Through projects, oral and written exams, students will: Lecture Objectives: 1. identify different ways of communicating with the consumer through effective visual merchandising techniques; 2. analyze the role of visual merchandising to establish and strengthen a retailer's brand image; 3. determine current trends in retailing and identify how visual merchandising can be used to keep a store competitive in today's market; 4. describe how the standard principles of design are used in the industry of visual merchandising; 5. list the different methods of coordinating fashion apparel in a store display and discuss which is more effective for specific types of retailers; 6. explain the importance of effective visual merchandising in home fashion retailers, identify and analyze the techniques these stores use; 7. discuss the impact that effective store signage has on the customer and how a retailer uses signage as a form of communication; 8. explain the importance of using lighting as a selling tool, discuss the pros and cons of different techniques that retailers use; 9. explain the reasons why visual merchandising is used by all types of stores, analyze and compare how non-traditional retailers and grocery stores use it effectively; 10. evaluate the impact that store windows make on the customer and identify the different types of windows used in retail display; 11. discuss and define the different career opportunities and positions available in visual merchandising. Laboratory Objectives: 1. analyze the different floor and fixture layouts used by fashion retailers and create a floor plan and planogram in class for a fashion store; 2. identify the importance of wall displays as effective selling tools and create sample wall elevations in class; 3. using props and equipment provided, complete small accessory displays using techniques discussed in class; 4. using catalogs and the internet, plan the fixturing for a small department in a retail store using a budget amount set by instructor. Draw out the fixturing on graph paper and list all fixturing "purchased"; 5. research career opportunities in visual merchandising using the internet and current job postings; 6. using mannequins and dress forms provided, demonstrate techniques for dressing them and discuss how each would be used in an effective display presentation; 7. make a retail display calendar, planning all window and interior displays for a specific period of time to be assigned by instructor. Methods of Evaluation Objective Examinations Projects Reports Reading Assignments 1. Using the internet, find a retailer that has recently changed their brand image and pricing strategy. Discuss in class how the store's visual merchandising changed to support the retailer's new direction. 2. Read the chapter on Nontraditional Retailing. Be prepared to discuss how these retailers use visual merchandising techniques to meet their unique needs. Writing, Problem Solving or Performance 1. Visit a local fashion retailer and look at their store. Write a report on how the store's brand image is communicated to the customer through their visual merchandising. 2. Visit four internet retailers. Write a paper on how visual merchandising carries over into the e-tailing world and the growing importance of it. Other (Term projects, research papers, portfolios, etc.) 1. Visit and evaluate a local fashion retailer for a store make-over. Draw the store's current floor plan and make note of fixture placement, interior displays, and the store's selling environment. To complete the project, make changes to the store. The changes must include a new floor plan as well as changes to merchandise, interior fixtures and displays. Project will be presented as an oral presentation in class. 2. As a group project, execute a display using a window on the Sierra College campus. Use of decorative and functional props will be evaluated as well as technical skills in setting up the display. Methods of Instruction Activity Lecture/Discussion Distance Learning Other materials and-or supplies required of students that contribute to the cost of the course.