Describe how visual merchandising techniques are applied to goods in different types of retail outlets.

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Unit 4

Visual Merchandising In Retail

P1:        Describe how visual merchandising techniques are applied to goods in different types of retail outlets.

Introduction

In order to complete this task I will be identifying the visual merchandising and display techniques used for three retail outlets. The three organisations that I will be working on throughout this assignment are:

  1. Hollister
  2. Hamleys
  3. The Body Shop

Visual Merchandising - This could be defined as the way in which retailers present and deliver their products to customers, in order to meet their needs, expectations and increase the profit and sales of the organisation. Visual Merchandising is the art and creativity of promoting the products a business sells in the most attractive way possible, with the intention of creating interest.

1. Hollister

Brief history of the company:

Hollister Co., sometimes advertised as Hollister or HCo, is an American lifestyle brand by Abercrombie & Fitch Co. It was created in 2000 with its first store opening in July 2000 at the Easton Town Center in Columbus, Ohio. The concept was originally designed to attract consumers aged 14–18 through its SoCal inspired image and casual wear. Goods are available in store and through the company's online store. The stores are designed to simulate the feeling of being in a surf shop by having the exterior and interior based on a life guard house. It was ranked as the second most preferred clothing brand of US teens behind a long list of actual West Coast companies in 2008 by Piper Jaffray.

Source: http://en.wikipedia.org/wiki/Hollister_Co.

Techniques used to attract the consumer

  • Displays – The exterior of the store is the first thing that attracts the attention of the customer or the ‘window shopper’, who might become a potential consumer. This is one of the most important techniques that Hollister Co. uses to appeal to customers. Exterior 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 keep out customers that did not fit in, which shows that the brand is not easily accessible to everyone, like in five star boutiques, as well as really mysterious when you look at it from the outside; it makes you want to see what is inside. This is one of the things that differentiate Hollister from other fashion, clothing stores in malls and on the high street.  Many teenagers and high school students wear Hollister products just because they want to become piece of the fashion and style, by showing a great fashion sense.

  • Price - Hollister Co, keep the price points of their goods, affordable to its targeted group of customers, high school students aged 14-18. Hollister’s price points are about 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 quality and unique products at a reasonable and affordable price for students.
  • Sales and promotion - Hollister California pursues the technique of ‘walking 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 brand's name, initials, fictional 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 there is a special discount on some goods, they usually post it on the website. To maintain the SoCal theme, stores and merchandise are categorized within the divisions named ‘Dudes’ for men and ‘Bettys’ for women.
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  • Environment - Hollister Co. stores simulate the appearance of vintage beach shacks in an indoor shopping mall. The stores are designed to simulate the feeling of being in a surf shop 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 pop music in their stores. In addition, all the staff in Hollister is abide by a strict dress code. They must wear contemporary Hollister style clothing, normally abiding with their ‘beach vibe’ style clothing and everyone must wear the season’s ...

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