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Unit 16 Visual Merchandising Assignment 1 Explore how retail outlets apply VM and display techniques in line with legislation and safety
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River island use visual merchandising and display to help attract customers into buying theirproducts. An example of visual merchandizing that river island use is mannequins that are
placed around the shop where customers then walk around the shop to find outfits on them
that look nice the use of mannequins helps the customer see what the outfit would look like
on them therefore they are more likely to buy the clothes/products as they are visualising it
on themselves also putting the mannequins in the front window helps to reel in customers
as they are walking past the outfits may catch their eye and may want to look ion the store
because they like the look of the outfits in the shop window.
Product placement is vital for retailers, thinking about where products would be best placed
and have the most effective outcome is an important thing to think about as product
placement can determine whether a customer either comes in the shop or makes a
purchase
Advantages of mannequins Disadvantages of mannequins
The customer can see what the outfits look The mannequin may display someone who
like on the mannequin therefore they are is ‘slim’ so the customer shopping may not
then able to visualise how the outfit will have the same body type as the
look on them. mannequin.
It could potentially attract a lot more You may add way too many in shops there
customers if they were to have the should be a reasonable amount as you
mannequins int eh shop window as they don’t want a mannequin in your face every
may like the outfit on the mannequin, so time you turn it can take up a lot of room
they want to go into shops. within the shop.
You may get more sales as people may see Some mannequins can be expensive
the clothes on a mannequin and want to depending on where you buy the
pick it up and buy it whereas, if they saw it mannequins from so the shop may only
without the mannequin they are less likely have to get a few.
to make a purchase.
River island have a lot of customers come in day to
day therefore if the customers where to see clothes
on the mannequins they are more likely to buy it
while they are walking past as the positioning is the
most important aspect as the position could
potentially lose sales if not put into the right
position
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