Visual Merch
T or F: Merchandise that is already in acceptable condition for presentation on selling floor fixtures will not require steaming or pressing prior to use on a mannequin.
False. All knit or woven merchandise presented in any display must be properly prepared by steaming or pressing.
____________ points up the extreme difference between items in a display.
Contrast
The color scheme that consists of two colors that are directly opposite one another on the color wheel are said to be
complementary
Grocers believe that top shelf cereal brands (the most expensive) should be placed where adult shoppers can see them. This is because
adults make the ultimate purchase decision, so the product should be placed with them in mind
To emphasize a garment in an orange hue, use a/an _________ light to achieve a brighter, truer color.
amber
General lighting that determines color rendition is the major function of
ambient lighting
When you employ the element of ____________ you are really deciding which feature of the merchandise or presentation you will highlight or accent.
emphasis
Do not post ___________________ on presentation boards.
financial information
A store that displays the highest ideals of a company's brand image is known as its
flagship store
Successful store signs have a/an _______________ so clear, that even if they were taken out of the store environment, the _______________ of the store would be evident.
image, name
Many retailers outsource their signing production to achieve a custom-designed "signature" look. In addition,
non-commercial ink-jet printers don't allow printing of oversized signs or printing on heavier cardstock
If you use a red light on an orange garment, the objects spotlighted will look quite
pale
When a retailer opens a new store with a design or layout that has not been used before, or when existing stores are remodeled based on a design for one "sample" store, the retailer is using a
prototype design
The mannequin that is fabricated of materials like cardboard, FomeCor®, plywood, or plastic and articulated with hardware fasteners is known as a/an
puppet cutout
It's a smart retail strategy to place _____________ adjacent to fashion mannequins on departmental editorial platforms because ________________.
selling stock, shoppers can then examine the displayed items easily
Each mannequin's posture, makeup, hairstyling, facial expression, height, weight, stance (position), etc. is designed to
send appropriate attitudinal "messages" to targeted shoppers
Famous visual artist Salvador Dali and visual merchandiser Simon Doonan established their professional reputations for adding elements of __________ to their works.
surprise
Additional signs called ______________ and _____________ may be added to standard sign holders to call special attention to their messages, or to identify special sale activities.
toppers, siders
Three colors that are equidistant on the color wheel are said to be
triadic schemes
Tints are created by
adding varying amounts of white to any color
Store lighting strategies and techniques must focus on
- bringing improved color clarity to displayed merchandise - significantly cutting energy costs for store operations - creating optimal conditions under which shoppers can make purchase decisions
In-store displays should
- communicate the latest trends in fashion - assist the customer in making a buying decision - create an exciting environment within the store
Visual merchandising promotes the sale of products by using
- establish and maintain the store's brand image in the customer's mind. - provides support for the rest of the retailer's selling efforts through display
Store designs that encourage shoppers to get closer to the merchandise have also resulted in
- more effective directional and informational signing - improved functionality of selling fixtures and store furnishings - improved traffic patterns and selling floor layouts
Effective displays build add-on sales by suggesting coordinated items to go with the shopper's initial selection. This creates a value-added transaction for
- the shopper - the retailer
When deciding whether or not to sign every single fixture in the store, visual merchandisers must consider
- the store's routine pricing strategy - the potential loss of visual impact making selected items stand out from other merchandise
T or F: According to Judy Bell, "outside the box" thinking is the same as playing it safe in the workplace.
False
The typeface (font), size, and copy style chosen for a sign can effectively communicate ____________ to shoppers
tone
T or F: Halogen lamps are safe lights because they do not get very hot and therefore you can practically lay clothes right next to them.
False
______________________ is the degree to which lighting allows colors to be viewed under conditions that are closest to those offered by natural light. The lighting industry uses the term CRI when listing the specifications on each lamp.
Color rendition
T or F: If you are wishing to reach the average women's market it might be good for you to use a model that is extremely thin exceptionally attractive.
False
T or F: The Look, Complete, Identity problem solving process is the bases for Judy Bell's problem solving.
False
The degree of brightness, saturation, or purity of a color is its
intensity
T or F: A store's mission statement is the identity in the shopper's mind as it encompasses merchandise brands, store environment and services.
False
T or F: Accent lighting is designed to illuminate work areas where strong, bright lights are needed for detail work.
False
____________lamps are the least expensive to operate and use only 1/5 as much electricity as incandescent lamps to provide the same amount of light.
Fluorescent
_______________ lighting provides the closest color rendition and longer lamp life and offers the highest lumen efficiency of any system.
Halogen
______________ is the careful selection of complementary, interwoven elements that create a unified whole. Another word for this concept is ____________.
Harmony, unity
________________ lighting is the best method of accent and task lighting, giving off a defined area of light rather than a wash of overall light.
Incandescent
Neon lettering and symbols, fiber optics, projected images and transparency light boxes are known as
light source signing systems
According to the text, the current darling of the lighting industry - meaning the most currently "on-trend" - is the ____________ lamp.
LED or light-emitting diode
_______________ describes the optical "flow" of a display or selling floor presentation. If you drew an imaginary dot-to-dot line connecting the tops of store fixtures, a zigzag pattern would indicate its presence.
Line
A small, independent retailer is often referred to as a
Mom-and-Pop store
T or F: Cross Merchandising refers to moving merchandise across traditional departments or classification lines to combine elements of a single department or display.
True
T or F: Lifestyle centers have an open-air configuration of at least 50,000 square feet of retail space occupied by upscale specialty chain stores.
True
T or F: Retail along with residential developments are a new form and trend in the retail store type that is new in the twenty-first century.
True
T or F: Setting up your toolbox is a very important step in becoming a visual merchandiser.
True
_______________ can be defined as a relationship between the size, scale, or optical weight of two or more things.
Proportion
______________ is a term coined in the last decade to describe the process of finding resources to use in a business.
Sourcing
_______________________ is implemented in work areas—checkouts, alteration rooms, fitting rooms, stockrooms, restrooms, and offices.
Task lighting
__________ is an arrangement of elements that causes the viewer to wonder if opposing forces will disturb balance or equilibrium in a display.
Tension
T or F: Strip malls are made up of side-by-side stores with parking lots immediately outside their doors. Some have enclosed walkways, but they are not configured under one large roof.
True
T or F: Trends are the directions in which things like demographics, economics, politics, and technologies are moving.
True
T or F: Visual merchandiser's spot trends by purchasing their competitors merchandise and taking in back to the stores for others to see.
True
T or F: Visual merchandisers are starting to write books about their experiences because they are valuable to retail companies.
True
Successful visual merchandisers use a creative approach to merchandise presentation, they have knowledge of company presentation standards, and
a solid understanding of retail design principles
When you become a visual merchandising manager, you will need
a strong resource center
The mannequin that isn't particularly true to human anatomy in an everyday sense and may be styled with stylized hands, arms, or even heads, is called a/an
abstract mannequin
Supplemental light fixturing that adds "sparkle" or "punch" to displays and creates special focal points in areas that already have general light sources is known as
accent lighting
A target market is
an identified segment of the population that research shows to be a good fit for a retailer's products or services
Psychographics refer to
an individual's attitudes and habits
Lighting effects, sound levels, aromas, traffic patterns, signing, attractive fixtures, and well-displayed merchandise are all ________________ elements.
atmospheric
Décor and layout strategies that can be "layered" into the basic shell of the store to enhance the shopping environment are known as
atmospherics
When you compare the lighting styles used in a Victoria's Secret and a Wal-Mart, you have an example of the way that lighting affects a store's
atmospherics and brand identity
The workplace is too fast-paced for a visual manager to operate efficiently without a/an _________________ to organize time and activities.
management system
Shoe and foot forms, stocking leg forms, lingerie forms, and shirt forms are called
mannequin alternatives
The first guideline for effective signing presentation is
be certain that a sign is necessary
In the third step of the Look, Compare, Innovate model, visual merchandisers
become editors and utilize unique interpretations of another's ideas
Success in the field of visual merchandising depends on
being able to infuse creativity into every part of the job
Purchase orders are
legal contracts between you and the supplier that specify what they have contracted to do
A red lamp directed down onto a ___________ garment, will give it a purple to brownish cast.
blue
Retail ____________ is a combination of tangible and intangible factors that describe what shoppers think about their relationship with a store.
brand image
The store's identity and the value that customers associate with shopping there and buying its products is referred to as (its)
brand image
When merchandise is displayed together because it comes from the same designer or manufacturer, it is said to be a
branded grouping
The following sign is an example of what? Assorted table linens permanent press polyester/cotton blends fashion trend colors
bullet copy signing
The term for the degree to which a lighting source allows colors to be viewed under conditions closest to those offered by natural daylight is
color rendition
A sign reading: "Sample our neighborhood-famous sweet rolls with a spicy cinnamon latte" is an example of
conversational signing
_______________ is (are) the signing element that communicate(s) the most critical facts about the product to the shopper.
copy
Some merchants __________their mannequins, reserving their newest trend-right figures for prime exposure in the windows, rotating last year's mannequins into the store for _________and departmental use.
cycle, editorial
Floor graphics communicate
effective, but often unexpected, emphasis to a particular merchandise presentation or location within a store
To employ ____________ balance in a home furnishings display, you might place a mirror in the exact center of a mantelpiece and split a pair of candlesticks at an equal distance from the mirror's edges.
formal
When merchandise is displayed together because it has the same end-use, it is said to be a
functional grouping
The __________________sign is rarely seen in today's shopping malls but may be appropriate in one-of-a-kind stores.
handmade
There is a safety concern when using halogen lamps in torchiere lights because they give off intense _________ that could cause nearby fabrics or wall coverings to ____________ if the lamp were tipped toward them.
heat, ignite
To employ _________ balance in a display, you place two or more small objects on one side of an imaginary centerline and play them off against a single, larger object on the other side of the line.
informal
Signs that picture apparel or home fashions in use are known as
lifestyle graphics
If you use a red spotlight on a yellow garment, it will _________ the color, leaving it almost ____________ in appearance.
leach, white
Each presentation should feature one board that
lists the project's objectives and strategies
General lighting guidelines suggest that any adjustable lighting fixtures should be focused on ___________________ rather than blank walls and floors
merchandised selling fixtures
To merchandise by color, you must divide products into color groups. They are brights, pastels, midtones, jeweltones and
muted/dusty tones, earthtones, and neutrals/naturals
Contrary to what you might imagine, the sign's optical center is not in the middle of the sign. Rather, it is located
one-third of the distance from the sign's top edge
When a retailer places merchandise that has traditionally been kept in locked cases within reach of shoppers, the concept is called
open sell merchandising
A sign reading: "Customer Service Desk — Second Floor" is an example of
operational signing
Signs that describe return policies, list store hours, and relate to the day-to-day business of a store are called
operational signs
Secondary colors are
orange, green, and violet (purple)
A sign reading: 'Lampshades $24.95-$49.95' is an example of
price point signing
The mannequin that accurately portrays human anatomy and facial features and may be modeled to portray any age, size, ethnicity, or attitude is a/an
realistic mannequin
One of the reasons for maintaining a consistent store identity for multi-unit stores is assuring shoppers in any location that they are in a familiar place and that shopping will be as convenient as usual. Another related reason is
reassurance that the type and quality of products and services will be the same from store to store
Primary colors are
red, yellow, and blue
Buying a series of mannequins is as important as hiring the right individuals for a selling staff. Both should
represent the store's brand image and product lines effectively, leading to profitable sales
If the text refers to the elements of design as the "tools" used to create a selling display, then the principles of design are the ___________ that govern the way that design elements are used.
rules
The role of the visual merchandising department is primarily
sales supportive
Apparel displays perform an educational function by
showing how to wear fashion and trend items
Various types of materials utilized to create store signs are called
signing media
The mannequin that is covered with fabric or leather and frequently has little facial detail is known as a/an
soft sculpture mannequin
What you present and how you present it are expressions of your working brand identity, so they should reflect your
standards for a quality presentation and a quality project
In the SCAMPER model, _________________ strategy involves exchanging an expectant element of a visual idea for another
substituting
Layering dinnerware and table accessories is a presentation tactic borrowed from apparel merchandising. Using the SCAMPER model, this would be similar to ________________.
substituting
One of the risks of hand-lettered signing is the ____________ look that results when employees do not spell correctly, punctuate properly or proofread accurately.
unprofessional
