midterm

Question 1

5 divisions of a retail store

Answer 1

1. sales promotion
2. merchandising
3. management
4. finance
5. human resources

Question 2

responsibilities of visual merchandising department

Answer 2

• merch presentation
• store/department design
• store signage
• store/department layout
• merch placement and display
• building store’s brand image
• developing store environment

Question 3

specific objectives of visual merchandising and display

Answer 3

• entice customer into store
• stimulate, motivate, and arouse customer curiosity and interest
• sell
• inform, educate, introduce, and explain new trends/concepts/products
• convince customer of the value
• be the silent seller

Question 4

brand image

Answer 4

combo of tangible and intangible factors that describe what a shopper thinks about their relationship with the store

Question 5

how do you communicate a brand image

Answer 5

• company mission statement
• sales associates relationships with customers
• store interiors
• store locations

Question 6

store image

Answer 6

• what makes one shop there over another store
• positioning of a store in the channel of distribution
• differentiation from competition
• exclusivity of offerings

Question 7

elements to consider when building store image

Answer 7

• physical
• personal
• customer service
• product
• price
• placement
• integrated promotional mix

Question 8

store exteriors: marquee and banner

Answer 8

marquee: architectural canopies, extending out over their entrances
banner: outdoor fabric banner

Question 9

store exteriors: advantages and disadvantages of awnings

Answer 9

advantages: supply shelter to weather, make viewing window more pleasant in the heat, and cuts down on glare and reflection
disadvantage: reduces effects of sunlight on displays

Question 10

store exteriors: 4 types of windows found in a storefront

Answer 10

1. straight front
2. angled front
3. arcade front
4. corner front

Question 11

store exteriors: types of windows found in malls

Answer 11

1. open facade
2. glass facade
3. closed facade

Question 12

display tools and strategies

Answer 12

art elements:
- color
- texture
- line
design principles:
- composition

Question 13

what is the biggest motivation for buying something

Answer 13

color

Question 14

are color trends limited to clothing?

Answer 14

no

Question 15

color story

Answer 15

trending palette of complimentary colors

Question 16

can texture effect color?

Answer 16

yes

Question 17

why is texture important

Answer 17

influences mood

Question 18

what is the difference between direction and line

Answer 18

lines are a direction

Question 19

what are the types of lines and what do they represent

Answer 19

• vertical: elegance and refinement
• horizontal: easygoing, calm, peaceful
• diagonal: excitement and movement
• curved: grace, charm, femininity

Question 20

what are the parts of a composition

Answer 20

• balance
• dominance
• constrast
• rhythm
• proportion

Question 21

difference between informal and formal balance

Answer 21

formal: symmetrical
informal; asymmetrical

Question 22

what is usually the dominant object in a display

Answer 22

the merch

Question 24

difference between repetition and rhythm

Answer 24

repetition: repeating
rhythm: self contained movement, leads eye through

Question 25

how can a bank of windows be divided?

Answer 25

- doorway - heavy molding/pier- wide area of masonry - small shadow box

Question 26

components of a closed back window

Answer 26

- floor - floor finishes - back wall - ceiling - side walls

Question 27

proscenia

Answer 27

a frame used to accentuate display, hide pipes/lighting, unify display, or provide theme

Question 28

masking

Answer 28

turns large area into shadow box - reduces window size - enhances enclosed presentation

Question 29

island window

Answer 29

glass on all four sides issues: - lighting - glare and reflection

Question 30

shadow box

Answer 30

small elevated window, close up presentation

Question 31

elevated window

Answer 31

up to 3 ft above ground and 5 ft tall

Question 32

deep window issues

Answer 32

- require too much merch/mannequins - too much energy to light - wasted space

Question 33

tall window: utilizes? issues?

Answer 33

utilizes proscenium and masking main issue is lighting

Question 34

mannequins act as

Answer 34

silent salesperson

Question 35

difference between semi abstract and abstract mannequins

Answer 35

semi abstract: stylized,doll-like, decorative abstract: cross color and ethnic lines, no age limit, sophisticated and versitile

Question 36

cheapest kind of mannequin

Answer 36

semi abstract?

Question 37

what mannequin is good for windows with height issues

Answer 37

three quarter forms?

Question 38

form used for childrens clothes

Answer 38

soft sculpted figures