Chapter 7 Fashion Promotion and Retailing
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displays and interior displays, as in 7-3. Some
displays have special effects such as moving
parts, lights, or mirrors. Fashion shows, contests,
and other special events add visual excitement.
Malls often have special displays, entertainment,
or fun activities, such as in 7-4.
Some department stores and upscale
retailers have special promotional activities.
Colored spotlights accent displays. Celebrity
appearances are scheduled. Purchases are
placed in high-profi le shopping bags. Depart-
ments have catchy names. Floors are arranged
as arcades or streets of shops. Some stores hold
art shows. Stores want to be regarded as excit-
ing or entertaining places to be. Then there is a
better chance that consumers will want to come
and the retailers will sell more goods.
Retailers are becoming more talented and
aggressive with visual merchandising activi-
ties and special events. They sometimes have
their own special events departments. They
are becoming entertainment, service, and
news-making businesses. They are developing
images for their companies. Having an image
helps a retailer attract customers. Since many
stores may carry the same merchandise, the
presentation of the goods is often what makes
the difference.
Video and Electronic
Merchandising
Video merchandising uses videos in retail
stores to show new fashion trends, promote
merchandise, and build customer traffi c. Videos
are sometimes set up in retail store departments
near the merchandise they are showing. They
attract the attention of passing customers with
sound and movement. Videotaped fashion shows
and interviews with designers encourage shop-
pers to stay in the department or store. However,
they have not had a strong sales effect.
Some fashion tapes are educational to train
salespeople. They describe the philosophy,
facilities, and lines of manufacturers. Other
videos are educational for consumer informa-
tion. They may explain how to select jewelry
or how to build wardrobes that will help them
look successful. Videos may play silently, or
have spoken words or music. Short videos hold
customers’ attention best.
Fashion rock videos tell a story while pre-
senting promotional information. They are very
creative and usually only three to fi ve minutes
long. Instead of presenting a sales pitch, they
have lots of action and music with bright,
fun clothing. The clothes might have a subtle
outside logo or label. A manufacturer’s name
might be fl ashed casually in the background.
This is called soft sell.
7-3
This window display uses oval frames in three different
sizes as props to create interest for accessories next to the
dressed mannequins.
7-4
Amusement rides, movie theaters, and other entertaining
activities are part of the Mall of America.